| 1 © Universal Lighting Technologies ULT Marketing Vertical Markets Distributor Salesperson Training Presented by: Your Name HERE

| 1© Universal Lighting Technologies

ULT Marketing

Vertical MarketsDistributor Salesperson Training

Presented by: Your Name HERE


What are Vertical Markets?

A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession or other group of customers with specialized needs. The participants in a vertical market seek to solve the same or similar problems with overlapping focuses of the products and services that are provided to the customer. Vertical markets organize business based on their specialized needs.

Helping Identify Opportunities for Market Growth


Common Lighting Vertical Markets

There are a number of vertical markets in the lighting industry. A few common vertical markets are listed above. Don’t be limited to just this list. If you have local or regional vertical markets consider going after these target opportunities. The key is to relate the product solution to the segment’s challenges in a way that the decision maker finds meaningful. Package Universal products with your other product lines to offer the customer a complete solution.

Energy Intelligence ... For Every Segment Application


The Appeal of Vertical Segments

For a Distributor ...

Potential to identify new market opportunities for growth. Penetrate a new market, develop new customers, increase market share and enhance revenue potential through incremental business opportunities. For a Universal distributor the appeal of a vertical market resides in the benefit of new incremental business, revenue, margin and ultimately more commission.

Credibility and Insight. Having knowledge about the market and about the issues within that market, helps you to bring more insight to your customers so that you become an integral part of their overall solution as a trusted advisor.

Offer a more complete solution. Can you take Universal into this opportunity to make a more complete solution for your customer? Fold Universal products into projects you are already writing. A more complete solution will mean your customer is more willing to engage, and a stronger relationship when the right opportunity comes along – you are there!

For a Contractor ...

Packaging Universal into what they already specialize in. For example, its not uncommon for a contractor to have the “in” already with a large hospital and when the hospital calls the contractor responds. Present Universal product information so the contractor has what they need when they are meeting with the end users.

Being informed about changing energy requirements. Contractors get questions about how to meet the changing energy requirements and standards. Facility managers want to know about sustainability goals, and the changing energy requirements. Universal’s products help meet the new standards. They are CEE and NEMA Premium compliant.

Improve efficiency and productivity. Save time and money on your construction project with the right Universal replacement products when you need them.


A Common Solution for All

» A common theme among all vertical markets will be the fact that energy efficient lighting and controls are on everyone’s mind.

» States are adopting ASHRAE and other regulations promoting controls &/or dimming.

» With code requirements, controllable lighting will be driven into all vertical market segments.


Vertical Marketing Tactics

“Vertical Marketing” incorporates the marketing and sales tactics employed in pursuit of a vertical

market. Going after a new vertical market is more than just tossing out niche terms into your

marketing message. You will need to consider how to plan and execute a vertical marketing strategy.

Be informed about the market.

Build a target contact list for the targeted segment.

Get to the right person at the right time.

Develop messaging, timing and content.

Perform marketing tactics (e.g. phone, email, eblast, direct mail, social media connections, F2F, etc.).

Close the deal and share your success with others.

What vertical marketing works or does not work often comes down to executing

exceptionally well in these four areas:


Target spaces such as: offices, lobby, entry, reception area, conf. rooms, restrooms, aisles, corridors, parking, etc.

Upgrade for savings

Dynamic architectural appeal

Meets new energy standards

Commercial Buildings / Office Environments

Many commercial spaces are over-lit -- failing to take

advantage of effective lighting solutions. Property owners

want to cut costs, improve environments, and increase

overall market value. There is a greater interest in

controls, rebates, incentives and flexible solutions.


Target spaces such as: classrooms, admin. offices, hallways, entrance, auditoriums, stairway, elevator, labs, gym, library, parking, sports fields, etc.

Controlled lighting costs

Ultra available and ultra reliable

Rebates & incentives

Educational Environments

Make the grade with this segment by improving energy

efficiency, reducing energy costs, and improving the

overall learning environment. With new energy code

restrictions and tightening school budgets, new lighting

just makes common sense!


Target spaces such as: entrance, imaging room, offices, exam room, hall, corridor, nurse station, reception, kiosk, parking, retail shops, waiting, lobby, etc.

Quick payback on ROI

Improved patient satisfaction

Central energy management controls

Healthcare Environments

Hospitals live on a very “thin margin.” Appeal to this

segment with significant cost reductions, and overall

improved patient experience (quality and reliability). They

will also be interested in sustainability and energy

regulation requirements.


Target spaces such as: high rise racks, office, restroom, stockroom, aisles, cold storage, HazMat, shipping & receiving, loading docks, equipment maintenance, parking, etc.

The T5HO advantage

High efficiency and savings

Control lighting to control costs

Industrial / Distribution / Warehouse Areas

Warehouses have an enormous amount of square

footage. Lighting all of that space when no one is around

is pretty much the definition of wasting energy. Balanced

lighting establishes cost effective, safe, and productive

work areas.


Target areas such as: restroom, closets, signage, parking, warehouse, stock room, sales floor, displays, etc.

Energy savings for tight margins

Improved shopping experience

Increased lighting control

Retail Environments

Retail businesses today are as competitive as ever. Every

square foot of space is an asset that must provide a return

on investment. Universal can help significantly reduce

energy costs per square foot via intelligent lighting

solutions.


Products by Application

Universal Products OfficesMeeting

ConferenceRooms

LobbyEntrance

BathroomsClosets

HallwayCorridor

Aisles, Bays, Stock

Rooms

SalesFloor

Displays

OutdoorParking

Compact Fluorescent x x x x x X

Linear Fluorescent: Instant Start T8 x x x x x x

Linear Fluorescent: Programmed Start: Normal & Low Ballast Factor T5 & T8

x x x x x x

Linear Fluorescent: High Ballast Factor & High Bay T8 & T5HO

X X

Magnetic HID Pulse Start Metal Halide X X

Electronic HID X X

Step Dimming (BallaSTAR & LevelPRO) X X X X X X X

0-10V Analog Dimming (SuperDim & VariPRO) x x x x x x

DALI Digital Dimming x x x

Demand Control Lighting (DCL) with DEMANDflex x x x x x x X

Linear Fluorescent Lamps (T8 & T5HO) x x x x x X X

Many vertical segments will share similar product solutions.

The following grid will help show the product families typically used for each common application space.


Market Outlook

Which vertical markets should you pursue? There are many available outlook forecasts and predictions

which may help you to narrow your options. Most agree with a prediction of steady increase in US

construction activity predicted for the upcoming year ...

Market Segment Consensus Growth Forecast 2014

Overall nonresidential 7.6%

Commercial / Industrial 11.5%

Hotels 15%

Retail 11.7%

Office Buildings 9.5%

Industrial Facilities 6.3%

Institutional 5.6%

Religious 6.0%

Healthcare Facilities 7.7%

Education 4.8%

Amusement / Recreation 6.5%

Public Safety 1.0%

These predictions are from the AIA’s Consensus Construction Forecast Panel, comprised of the nation’s leading construction forecasters, are consistent with information derived from the AIA’s Architecture Billings Index (ABI). Source: http://www.aia.org/practicing/AIAB097351


Why Universal?

Regardless of the vertical market you are targeting ...

Universal can meet the needs of nearly every vertical market application.


THANK YOU

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Website: www.unvlt.comNashville Customer Service: (800) 862-8666Universal Technical Engineering Services: 1-800-BALLAST (1-800-225-5278)

Universal has a number of marketing and sales tools to support you with your vertical marketing strategic efforts. Please feel free to contact Universal Marketing for more information or to request customized local marketing support for your location:

Product Literature on www.unvlt.com Case Studies / Successes on www.unvlt.com Segment Specific Brochures on www.unvlt.com Product Recap Flyer via request : email [email protected] Search SIC codes: http://www.census.gov/epcd/www/sic.html Use Mailing List Vendors such as: InfoUSA http://www.infousa.com/index-a/ Use eblast Vendors such as: Constant Contact or Emma http://myemma.com/ Need collateral template designed for a local marketing campaign: email [email protected]

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| 1 © Universal Lighting Technologies ULT Marketing Vertical Markets Distributor Salesperson Training Presented by: Your Name HERE