How to develop and implement a trade marketing plan for central heating installers

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Christel Moens

FUTUREPROOF TRADE MARKETING PLAN FOR CENTRAL HEATING INSTALLERS

WIN WIN

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WIN WIN

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WIN WIN PLAN

1. SEGMENT 2. DEVELOP 360°CONCEPT

3. TRAIN & REWARD 4. PROMOTE & GAIN TARGETTED CLIENTS

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1.SEGMENT

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1. SEGMENT

DEFINE PARAMETERS POSSIBLE TURNOVER INCREASE

WORK TOGEHTER WITH SALES TEAM ON SALES OPPORTUNITIES

CHECK PRO ACTIVITY OF TARGET

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2. DEVELOP 360° CONCEPT

OUTSTANDING EXPERT PROGRAM

2. CONCEPT

SIMPLIFY & VISUALISE!!!!!!

COMBINE EXISTING TOOLS : E.G. FREE POS / EXHIBITION STAND / PERSO BROCHURES / WEBSITE / TECHNICAL TRAINING / FACTORY VISIT

+ ON LINE CALCULATOR

+ LOCAL ADVERTISING

+ LOCAL REFERRALS

+ MARCOM TRAININGS FOR INSTALLERS

+ PERSONALISED SALES OFFER – cq WHEN CHECKIN IN ON FOUR SQUARE

+ USE GOOGLE FREE FACILITIES : SEO / ANALYTICS / MAPS / ALERT

+ MAKE THE SITE DYNAMIC BY AUTOMATIC UPDATE ONLINE ACTIVITIES : RSS / BLOG / FACEBOOK

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2. DEVELOP 360° CONCEPT SALES OFFER MUTUAL COMMITMENTS

NO OTHER DISCOUNTS POSSIBLE

MARCOM FEE

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3. TRAIN & REWARD

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3. TRAIN & REWARD

WORKSHOPS PROGRAM ON EVERY CYCLE MEETING DURING THE FIRST YEAR

ASSISTANCE BY YOUR TRADE MARKETING DEPARTMENT ON SITE DURING THE FIRST HALF YEAR

IMPLEMENT THE EXPERT PROGRAM IN BONUS SYTEM OF SALES

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3. PROMOTE & GAIN CLIENTS

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3. PROMOTE & GAIN CLIENTS DEFINE REGIONS

SEARCH REFERRAL PER REGION

PROMOTE VIA SALES TEAM & SUPPORT WEB BASED

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TIMELINE

JUN-AUG: RESEARCH MARKET & DEVELOP

SEPT – OKT: VISIT & GAIN REFERRALS

NOV – DEC: DEVELOP MAT REFERRALS & INFORM SALES

JAN: KICK OFF FASE 1

JUNE: KICK OFF FASE 2

QUESTIONS?

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