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Preview EMEA MarCom PackagePreview EMEA MarCom Package10.09.2013
27
Current situation
Inconsistent messaging –Technology vs. System
Inconsistent logo usage –with or without TM, Blue or black or white different black or white, different colours of the radio symbol
Inconsistent notation –SMARTAIR, Smartair, S t i ™ S tAiSmartair™, SmartAir
Inconsistent branding in literature & on product –with/without logo
No recognition value and inconsistent messaginginconsistent messaging
Overall – high costs due to fragmented development & design
28
EMEA MarCom PackageAll t i l i E li h ith TESA b d l d t d t t l l b d
1. Target markets &messaging paper
3. Sales brochure2. Picture & video library- focused on end user with call
´- images of EURO and SCAND profile
All materials are in English with TESA brand as an example and easy to adopt to local brands
g g p pto action: It´s time to change- situation images/ videos with different
users & doors- 1pager with definition of targeted
end users & type of dealers and - 1pager with lead idea & messaging
5. Interactive sales presentation4. Technical catalogue- device overview with features- overview about different system
administration levels
- interactive PowerPoint presentation - developed with representatives
from Scandinavia, France, Benelux UK IberiaBenelux, UK, Iberia
EMEA MarCom PackageAll t i l i E li h ith TESA b d l d t d t t l l b d All materials are in English with TESA brand as an example and easy to adopt to local brands
8. SMARTair™ locksmith package (SWORDFISH)
6. Press release pack 7. Movie- generic press text for the system - press release for the “web manager”
- short movie to play on website/ shows - special brochure with sales arguments
& il bl i i l (d & available promotion materials (demo blocks, pop up displays and brochures)
- bundled product solution
10. Website pack incl. online catalogue- structure and content for pages on local
brand websites incl online catalogue
9. Brand user manual- includes detailed guidelines on logo, brand claim and product branding advertising etc brand websites incl. online catalogueand product branding, advertising etc.
EMEA contacts for SMARTair™ roll-out Sales strategy & branding: Ian Compton ([email protected])
Marketing/ Communications strategy: Thomas Schulz ([email protected])
Marketing support at TESA: Itziar Idarraga Espel ([email protected])
Phase 1 – Oct 2013 Phase 2 – Dec 2013 Phase 3 – Jan 2014
EMEA defines order
R ll t ti iti
Roll-out activities:
Technical catalogue
Roll-out activities:
SWORDfish brochure Roll-out activities:
MarCom strategy
Sales brochure
Sales presentation
Technical catalogue
Movie
Press package
Task for brand:
SWORDfish brochure & promotion materials
Website
Brand user manual incl exhibitionsSales presentation
Task for brand:
Translation of brochure via Excel file / providing brand logo/ color
Task for brand:
Translation of catalogue via Excel file / providing brand logo/ color
Translate voice over
incl. exhibitions
Task for brand:
Translation of website content – set up pagesbrand logo/ color
Translate PPT
Internal meeting with Sales
movie
Translate Press package
pages
31
Target markets – only for internal use
Type of Building
Building with Ø 30-100 access control doors (growth potential)
Type of DealersLocksmiths/ Wholesaler with a user level of computer/ Building with Ø 30 100 access control doors (growth potential)
Installed mechanical master key systemMedium security building without high traffic at doorsNo system integration required (alarm, CCTV)Different type of users and high rotation
Locksmiths/ Wholesaler with a user level of computer/ technology know howLocksmiths/ Wholesaler with motivation and initiative to enter access control businessSmall security installers (e.g. CCTV in small shops & business) with motivation and initiative to enter access Different type of users and high rotation
End User ProblemsLost control due to lost keysDepending on dealer for new or key replacement
Dealers ProblemsCurrent mechanical portfolio (Locksmith) can not fulfill with their market needs
)control business
24/7 access of mechanical keys: no time-calendar control
Can not change existing access configuration
Demand for extra security: audit trail
Complexity and price of traditional wired access control
Do not want to be recognized as “old fashioned” – want to be one of firsts with new products (Locksmith)Afraid of high complex EAC systems - not able to install and maintain by themselvesNo possibilities to become a larger access control OEM
Vertical segmentHealthcare (Eldercare, Nursing Home, Hospitals)
Commercial and Public Buildings
Physical barriers (e.g. cabling)No possibilities to become a larger access control OEM dealerLimited resources/ investment to activate new business: trainings, stock or more staffCurrent access control suppliers are not loyal (inconsistent
l t t ) d lt ti il blCommercial and Public Buildings
Multi residential
Education (Schools, Universities) Protected buildings (heritage buildings)
sales strategy) - and no alternative availableLess educated in selling EAC systems/ generating leads / technical installation
Brand identity & messaging SMARTair™ communicates mainly via testimonials on a personal level - users are the
likable face to the market!
They explaining system features and telling their own story in form of direct speech/quotes referring to the brand claim:
Why is SMARTair™ the best choice for you?
d u
sers
ssio
nal
s
End
Pro
fe
» I moved office » Changing to SMARTair™ » My customers are » SMARTair™ meets » Oops! I lost my » I moved office and instantly gained accesswith my existing card. «Employee
g gwas the best decisionI made, it makes my jobso much easier «Facilities Manager
ydelighted that SMARTair™ can be installed so quickly. «SMARTair™ Reseller
our needs - great security with well designed products, all at an affordable price. «Managing Director
Oops! I lost my card - but my facilities managersolved the problem in an instant. «Trainee
Brand identity – logo and syntax
SMARTair™ is an ingredient system brand and a trademark of Talleres de Escoriaza, S.A.U. (TESA) This means that it does not stand alone and is always connected to an ASSA ABLOY (TESA). This means that it does not stand alone and is always connected to an ASSA ABLOY product brand as the sender. The logotype with the claim is used on print, web und PR materials as the logotype without claim is used on products. The logo is a unique entity and should never be changed or recreated. In addition to the identity elements of the product brand sending the message recreated. In addition to the identity elements of the product brand sending the message there are identity elements specifically developed for SMARTair™.
The SMARTair™ logotype including the claim is available in the colour blue. Colour code: C 100/ M 70 / Y 0 / K 0100/ M 70 / Y 0 / K 0
Clear space: Always give the SMARTair™ logo some clear space. Minimum is the 2-height of the letters of the word SMARTair.
In written language, SMARTair is written with upper case letters for SMART and lower case letters for air plus the trademark symbol ™.
Comprehensive image librarySMARTair™ images create an aura of personality expressing happiness and easiness as the system solves the problems of security and facility managers and end users and makes their life easier.
Three different image levels are available:Real situation with testimonials / Product installed + with hand + credential / Products not mounted
Picture library – illustration style
The “rounded/ curved” style of the illustrations and technical drawings is repeating elements of the SMARTair™ logo and explaining in an easy way how the system works and represent in a descriptive way the product featuresway the product features.
Icons Technical illustrations
Brochure16pages/ DIN A4
Target groups: - Facilities managers & End User
Usage: - 1st contact/ draw interest- Customer meetings exhibitions
Campaign:- Slogan: It´s time to change!- Strong call to action - Facilities manager as main testimonial
Customer meetings, exhibitions
g
Switching the brand/ localisation - Color of frame and font (now in blue)- Cover & consulting scene image with Euro or SCAND lock available
- Page with devices & system management can be customized with local offering
T l tiTranslation- Translation via Excel file – EMEA provides final document
SWORDFISH project
SMART i ™
Part of the overall relaunch project
Attack the Locksmith channel with a specific » SMARTair™helped me to grow my access control business successfully«SMARTair™
Attack the Locksmith channel with a specific and perfect suitable “Locksmith” solution
Bundled product solution for small buildings (up to 100 doors)
SMARTair Reseller Specific Locksmith promotion package for
regions:
special brochure with sales arguments p g& available promotion materials
demo kit
pop up displays & shop promopop up displays & shop promo
locksmith branded brochures
Image library & text bank
Task for region: Survey about needed promotion materials with local locksmiths during Sept/Oct 2013