Silvan e-Marketing Strategy

e–Marketing Strategy

C e–Marketing Strategy BLOG http://silvanstrategy.wordpress.com/

2013/10/31/executive-summary/?preview=true&preview_id=8&preview_nonce=4fff28c627&post_format=image

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TWEET US @Silvanstrategy

BEFORE STARTING

THE TEAM

C

Naomi Walsh Audit Expert

Catherine Lynch

Finance Expert

Oscar Diaz

Design & Communications

Simon Lamacraft Marketing Director

THE COMPANY Silvan defined the core focus of the business as Horticultural

and Viticultural Spraying. It supplies complementary and directly related machinery such as Rotary Hoes, Power

Harrows, Mulchers & Slashers. Silvan also markets Agricultural Merchandise and Accessories

under the Selecta brand.

OVERVIEW

ECONOMIC

210 businesses, $2.4bn in revenue exports of $316m profit of $97.1m

Australian Agricultural Machinery Manufacturing Industry

ECONOMIC Limited growth of 0.9% in the period from

2008-2013.

Weakening of Australian dollar will cause price pressure on imported equipment

ECONOMIC Demand for agricultural

equipment due to:

Recovery of global downturn. Widespread flooding and cyclonic activity.

Strengthening export demand for soft commodities.

SOCIAL The proportion of people who believe

they will be better off in a year

ROSE TO 40%.

Agricultural consumer confidence rises in

Australia

Australians actively seeking a new job

POLITICAL

Replace Labor governments roll-out plan in favour of a fibre-to-the-node policy (FTTN)

Change of Government from Labor to

COALITION

TECHNOLOGY New Coalition government will provide

100 megabits per second upload limit.

About 22% of homes will have fibre

connected to their homes, while about 71% of homes will get broadband to the node

TECHNOLOGY

Social media trend in B2B markets of using LinkedIn,

Facebook Blogging and Twitter as principal

platforms

Facebook, 29%

LinkedIn, 29%

Blogging, 19%

Twitter, 16%

Youtube, 4% Others, 3%

ENVIRONMENT Trend for

healthy eating habits amongst

Australians

Horticulture currently occupies

13.5% of the agribusiness

market and is the fastest growing agricultural sector in Australia.

ENVIRONMENT Force of greenhouse

gas emissions and risks with climate change

Viticulture is on the

decline

increase in the Australian dollar. CO2

LEGAL

Avoid Mislead claims

Controlled Your Content

The ACCC ruling for business

Offer refunds

COMPETITORS Social Media Silvan   Croplands   Hardi   Goldacres   Rapid Spray  

-   288 likes 139 likes   275 likes   14 likes  

25 followers 34 following

69 tweets  

56 followers 63 following 144 Tweets  

-   -   -  

47,185 views, 12 Subscribers.  

4,999 views followers, 11 subscribers  

37,782 views, 90 subscribers  

114,624 views, 19 subscribers  

292 views, no subscribers  

101 followers   29 followers   386 followers -   -  

-   -  

Notification of recently news and

product development.  

-   -  

-   -   Apps for Parts and accessories.   -   -  

B2B

CUST

OM

ERS

52%

26%

11%

8%

4%

9%

KEY CUSTOMER GROUPS

Master Dealers

Bunnings

Selecta Dealer

Key Buying Group

Buying Group Landmark

Others

B2B

CUST

OM

ERS

56%

31%

13%

SALES BY REGION

North-East

Region

South-East

Region

West Region

END

USE

RS Aging population at an average

of 53 in 2011.

Farmers aged 35 or under fell to

13% from 28%.

Tendency of farmers to work beyond

the traditional retirement age, combined with increasing life

expectancies. AUSTRALIAN

FARMERS

END

USE

RS

HOBBY FARMS

CORPORATE FARMING

FAMILY FARMS

Income of the household is not generated directly from

the property. Higher disposable Income.

Smaller land holding.

Fringe commuting areas to

large cities.

Purchases are not price as critical as other markets. Equipment purchase are generally lower capacity

END

USE

RS

FAMILY FARMS

HOBBY

FARMS

CORPORATE

FARMING

The farm is the main source of household

income

The majority of the family work on the

farm. Generally span from medium-large

land holding

purchases are price competitive. Often

includes a high ‘relationship’ element

with the seller

END

USE

RS

CORPORATE FARMING

FAMILY

FARMS

HOBBY

FARMS

Rise in Au, within specialist crop

production areas

Viticulture has increase presence

Regular turnover of equipment, highly

competitive purchase pricing through large, ongoing buying power

and high quality expectations

SWO

T STRENGTHS   WEAKNESSES  

-  Strong brand recognition in key markets

-  Tightly defined ongoing product ranges targeted to key markets

- Lack of ‘loyalty’ within dealer network - Large proportion of poor performing

dealers -  Legacy of highly diversified, poorly

differentiated product range OPPORTUNITIES   THREATS  

- Few competitors effectively operating online in direct to consumer

sales or social media engagement. - Potential to grow large market share of agricultural online retail customer

market. - Growing demand/consumer

confidence in key horticulture & viticulture markets.

- Increasing range of competitors, especially in niche markets

- Market demand predicted by seasonal demand and climatic factors

- Increasing activity of smaller dealers online

O.V.P. Silvan website and online platforms are collaborative spaces for

farmers, Agronomist and businesses where our expertise in Agriculture, Sprayers and Crop management equipment is shared to

showcase our products and increase our compromise with our customers.

e-MArketing

THE WEBSITE

From 118,977 visits, 32% are returning visits

Average visit duration: 00:03:18

Peak time in Spring Quietest time in

Christmas

THE WEBSITE More engagement with product info.

Efficient navigation through the sections of the

website.

Enhance Design and interactivity with users

Interconnectivity with social media platforms

e-MArketing

YOUTUBE

47,977 views

12 Subscriptions

Started in 2010

YOUTUBE Increase video presentations of the

company Upload videos of new product releases

and new technologies Improve design with more

consistency, aligned with the brand and the website

e-MArketing

TWITTER

Followers

Following

69

25

34

TWITTER Increase consistency with the website Can be exploited using more tools that

Twitter offer, as the TWEETCAM.

Offers an excellent platform to create communication with customers

e-MArketing

LINKEDIN

Followers

101

17

Employees

LINKEDIN Include more regular content for

professionals affiliated with Silvan

Improve the communication efficiency of the categories: Product & Insights

OBJECTIVES Increase targeted traffic through the

silvan.com.au website in

30% by the end of 2014.

Increase online presence in the relevant channels directed to our target audience

by improving and building up social media communications.

Grow the current e-mail coverage to

30% of the customer database

by the end of 2014.

Increase returning visits from

50.000 to 150.000 by 2014.

@

Improve CRM by incorporating programs of customer training,

integrating different online platforms.

B

$

W!

STRATEGIES

STRATEGIES

B!BLOGGING

Traction with our customers Customers create content for Customers

Controlled content Word of mouth

STRATEGIES

$

PPC ‘Silvan’s internet advertising on affiliate sites will be used to direct traffic to our website, in which Silvan will pay Masters, Bunnings and

Selecta dealers advertising costs when the ad is clicked from their Google search.

STRATEGIES SEO

Optimizing the Silvan website by editing its content on a monthly basis, updating Video / Images / Topic to ensure we are affecting the

visibility of higher ranked search results page, the more frequently a site appears in the

search results list

STRATEGIES WEBINARS

Online conferences about product use. Pre-emergent spraying in early Autumn, bud

burst spraying in Spring).

‘How To’ guides that reference appropriate Silvan product.

W!

STRATEGIES WEBINARS

TWITTER can be powered up using tools as the

TWEETCAM Where you can stream online conferences in

real time B

STRATEGIES SPRAYING BOOTCAMP

In-field education regarding effective spraying techniques and equipment advances. Held

once a year – limited to 20 people and invites sent to corporate growers and key agronomists

in each region (SE, NE and West)

BUDGET Based on a 9 month implementation plan the

total budget will be based on a 2 million dollar revenue

$ B! @

IMPLEMENTATION & CONTROL

Website Social Spraying Bootcamp

Webinars ‘How to’ Guides Launch

CONCLUSIONS & RECOMMENDATIONS

Conduct review quarterly review Increase the budget

Employ a social media analyst Review budget following growth.

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THANK YOU!