MARKETING PLANfor

2017

MARKETING PLAN for 2017Agenda

2016 Recap2017 Focus

Mission & BrandingOverview

Pay-per-ClickContent MarketingEmail Marketing

DirectoriesProduct Design Websites

Social Media

TradeshowsPrint Ads

SponsorshipsResources

PromotionsReferral ProgramCustomer Support

PartnershipsBuilding a TeamProposed Budget

MARKETING PLAN for 20172016 Recap

2015 2016 YTD

Marketing Spend YTD $278,473.68 $475,839.39

Sales (total shipped) $9,134,695 $15,656,959

# Accounts Created - 4149

# of Paying Customers - 1384

Cost Per Customer Acquisition - $343.81

Marketing Spend to Sales $1 : $32 $1 : $33

42%

3%of sales

3%of sales

MARKETING PLAN for 20172016 Recap

Current Position for Organic Keyword Search

MARKETING PLAN for 2017Focus

Message: Speed & Complexity

(true manufacturability)

Media: More Digital

Target: Design Engineers (OEM)

Vehicles: Websites / Email / Directories

/ Social Media...be where the engineers

are.

MARKETING PLANMission Statement & Core Values

Mission StatementTo give design engineers a resource for getting to market as fast as possible,

no matter the complexity.

Mission GoalTo deliver 5000 projects within 2 years.

Core Values• Be an Advocate of True Manufacturability

• Always find ways to be faster• Provide superior support and customer service

• Deliver On-Time, Everytime• Under Promise and Over Deliver

MARKETING PLANBranding

What does the Xcentric brand stand for?

Xcentric is a rapid manufacturing company that uses the latest technology to manufacture parts as fast as possible without regard to

the complexity of a project.

Main Character Trait

Superior Mold Making

Non-negotiables

Secondary Trait

Passionate

Weaknesses / Flaws

MARKETING PLANOverview

2017 will be a big year for Xcentric.

Our marketing efforts should focus on Lead Generation (Growth) & Branding (Message Consistency) through continued outbound

marketing and more aggressive inbound marketing.

Lead Generation should come from the following channels:

OUTBOUND

Email BlastsTrade ShowsDisplay Ads

Social Media Ads

INBOUND

ContentPay-per-Click

SEODirectories

MARKETING PLANPay-per-Click (2016)

Search Display Total

2015 2016 2015 2016 2015 2016

Avg. Cost $7.49 $5.99 $2.29 $1.97 $7.14 $4.56

Conv. Rate 2.06% 3.69% 8.13% 4.08% 2.47% 3.73%

Cost / Conv. $363.43 $162.07 $28.13 $48.42 $289.02 $149.12

Goals to Optimize PPC in 2017

Keyword Research (see resources)- Slowly add relevant keywords

Increase Average Position with better Quality Score- A/B Testing of ads and landing page

Increase Conversion Rate- Set benchmark for conversion rate, add keywords, monitor and remove underper-forming ones

Decrease Cost / Conversion- Set benchmark for conversion rate, add keywords, monitor and remove underper-forming ones

Utilize UTM Parameters for more precise tracking

Retarget Cart Abandonment

Increase Budget- After testing and further optimization, increase budget

DISPLAY / EMAIL RETARGETING

MARKETING PLANPay-per-Click (2017)

AdRoll (used in place of Google Display Retargeting) can be used for targeting users who have visited...

Specific Webpages (Display Retargeting) injection-molding.php cnc-machining.php injection-mold-making-system.php

Quote Abandonment (Email Retargeting) configurelineitem.php?key=50&type=Injec-

tion%20Mold%20Tooling/Parts Facebook Visitors

MARKETING PLANContent

Freelance Technical Writer (Engineer) (4) White Papers - Long Form

• Plastics & Plastics Selection• Designing for Injection Molding • CNC Machining• Incorporating IoT in Design

(4) Data Driven Stories / Case Studies

Freelance Writer (Non-Engineer) (12) Blog Posts - Short Form Stories with technical data will be big in 2017 Case Studies

1. Objective a. Increase Leads b. Position our service as viable

alternative to Protolabs

2. Goals a. Increase Revenue b. Build awareness

3. Strategy a. Become the best source of

information on rapid injection molding

b. Deliver useful information and thought provoking insights

c. Educate buyers

4. Metrics a. Increase revenue by 30% b. Increase traffic by 30% c. Increase landing rate by 30% d. Increase leads by 30%

•DFM Tip Video Series•Choosing the right MFG process•List of useful tools• IM v. CNC v. 3D Cost Calc.•Benefits of being first to market•Electric v Hydraulic machines•Create list of people to follow•Fun Friday•Cheat Sheet - summary of common

solutions to problems•Dealing with changes to your design•# Tips to reduce your mold cost• Interview a product designer• Internet of Things•SolidWorks Tips for Designing Parts

MARKETING PLANContent

Awareness Consideration Decision Quote Loss Follow-up

What I have a part design that needs to be prototyped/manufactured. Which vendors can accomodate me? I like these vendors because they fit my

needs.

Concerns

What process is best?What material should I use?Is there anything else I need to know?

Are they certified?Can they handle my part design?What are the delivery times?Can we get a quote?

Which vendor will produce the highest quality part?Which vendor will get it to me faster?Which vendor is cheapest?

Educational Content

• Plastic Materials Selection Guide• Metal Materials White Paper• DFM• DFM Certification• DFM Tip Video Series• Choosing the right MFG process• List of useful tools• 3D printed molds - debunked• IM v. CNC v. 3D Cost Calc.• Benefits of being first to market• Electric v Hydraulic machines• # Tips to reduce your mold cost

• Our process infographic• Unlimited Parts - Lifetime Mold

Guarantee• Why you probably didnt need to

change your part design• No Design Restrictions• Service Comparison• Difficult parts• Rapid Mfg v. Conventional• Rapid Mfg v. Offshoring• Our Facility (ISO, Clean room)

• Proprietaty Process Engine article• Case Studies• Risks of offshoring• Testimonials - video• Quality Control with Carol

• Risks/Costs of offshoring

• Make offer• Apples to Oranges

Fun Content

• Interview a product designer• Create list of cool people to follow• Fun Friday!• Cheat Sheet - summary of common

solutions to problems• Dealing with changes to your design

• DFM Tip Video Series• List of useful plugins for CAD

• Stop babysitting

Offers• Place an order and get free

software plug-in for SolidWorks• 10% off next order• Refer a friend

MARKETING PLANCase Studies

Engineer Interviews

• Interview and videotape an Engineer that we helped• Interview an in-house mold designer to gain insight

into common mistakes

Success Stories

• Identify customers that we have helped solve a problem and write a story about it

Cool Projects

• Get permission to write a story about a project we helped to make

MARKETING PLANWebinars

Make it a goal to produce 2 webinars in 2017.

Promote with social media and email as well as on our site

Topics(?):

True Manufacturability

How to design for Injection Molding with our Advanced Mold Making System

Designing for CNC Machining

MARKETING PLANDesign Aids

Surface Finish Tool Design Tool (Cube)

IDEAInstead of designing this internally, turn to crowdsourcing.

Develop a Design contest to design a surface finish tool. Post on design websites. Criteria includes identifying a materials

key characterisitc (ie strength) and create a plastic tool out of it that will also double as a surface finish tool

Awareness

Awareness

Consideration

Consideration

Purchase

Purchase

MARKETING PLANEmail

Email Blasts (customers & non customers)

Educational Content

Service Content

Offer / Promo

Email Newsletters (customers)

Stay top of mind through regular email updates.

Gated Content (potential customers)

Download Content

Service Content

Offer / Promo

Download our Smart Guide

Moldability vs.Manufacturabiliy

5 Reason to Choose Xcentric

Offer / Promo

Download our Material Selection Kit

How to choose the right material

Xcentric can source it

Offer / Promo

The Importance of Design for Manufacturability

Moldability vs.Manufacturabiliy

5 Reason to Choose Xcentric

Offer / Promo

The Benefits of being 1st to Market

Advantages of a Fast Development Cycle

How to Speed up your Cycle

Offer / Promo

Drip Campaign #1 example Drip Campaign #2 example

Offer / PromoGive us a chance to

quote and get a FREE Surface Finish Tool

MARKETING PLANEmail

MARKETING PLANIndustry Segmentation Plan

MEDICAL

AGRICULTURAL MARINE POWER SPORTS

AUTOMOTIVE AEROSPACE

EMAIL / PPC• Create industry specific landing pages. Pages should be mini-

websites with minimal navigation.• Set up Subdomains (ie. medical.xcentricmold.com) or Subpages

(xcentricmold.com/medical)• Utilize PPC to attract industry specific design engineers and direct

them to mini-site• Create or repurpose existing content with language to appeal to these

industries• Get more contacts from jigsaw.com and nuture the list through email

MARKETING PLANDirectories

DirectorySessions YTD 2016

Quote Conversions

IQS Directory 1260 4ThomasNet 1128 15QMED 97 2Design News Direct 44 0SME Source Guide - -SPI Source Guide - -SPE Source Guide - -IEEE Source Guide - -Plastics News Directory 61 0Medical Device Directory 63 0

Recommendation

Less focus on directories

Keep ThomasNet, IQS, Design News, QMED

Dump Multiview

MARKETING PLANProduct Design Sites

core77.com

Email Ads- Ad placement in newsletter

Sponsored Editorial / Na-tive Ads- stories with our brand attached

solidsmack.com

Branded Content- brand/logo placed on articles

Email Campaigns- custom emails sent to solidsmack subscribers

engineering.com

Banner Ads- 4x higher than industry benchmark

Sponsored Content- Written by Engineering.com, our logo/brand appears

Email Marketing- leverage our own content, distribute to engineering.com audience

Cost per Lead Program- promote content on engineering.com website

Content Creation• White Papers• Webinars• Videos

designnews.com

Custom Lead Program- promoted asset by category, runs until we reach desired # of leads

Technology Roundup- exclusive sponsorship of 16-24 page supplement. Unlimited Leads, can be used on our own site

Custom Webinar

Email Marketing- Our email sent to targeted list of de-sign engineers

Newsletter Ad- Ad sent to 65,000 engineers for one week

Interstitial- Billboard ad appears for 15 seconds between user clicks

appliancedesign.com

White Paper eBlast- promoted via website, leads inlcuded from clicks

Custom Content Blast- send our own content to appliance design audience

Tech Focus eNewsletter- Newsletter focusing on product topic sent to appliance design audience...leads included

MARKETING PLANSocial Media

Use as a vehicle for content Distribution as well as to Sponsor Content with a high degree of targeting. Gain followers and keep our followers engaged.

Publish & Boost Content

Send InMail15 per month per user. Identify Executive level Design Engineers, send custom message.

Sponsored InMailSend InMails to prospects with valuable content and a message that says we might be able to help them.

Text Ads

Sponsored Content

Daily posting of content or retweets of things that will be of interest to design engineers

Find and Follow Design Firms, Product Engineers

Engage in conversations

Boost Content - interest targeting, keyword targeting, lookalikes

Text Ads

GOALS:Generate LeadsPromote ContentBrand Awareness

GOALS:Brand AwarenessGain / Engage FollowersBoost Content

Sponsored Content

Highly targeted (find people by) - Industry, Title, Company, Region

MARKETING PLANTradeshows

# Show Dates Location Booth Size 2016 Leads 2016 Attendance

(D2P)

1 Design & Manufacturing - Pacific February 7-9, 2017 Anaheim, CA Big (10x20) 626 -

2 Design 2 Part - South February 22-23, 2017 Grapevine, TX Small (10x10) - 1105

3 Design 2 Part - Southeast March 29-30, 2017 Atlanta, GA Small (10x10) 174 1085

4 Design 2 Part - Mid-Atlantic April 26-27, 2017 Oaks, PA Small (10x10) - 1176 (Seaucus)

5 Design & Manufacturing - New England May 3-4, 2017 Boston, MA Big (10x20) 277 -

6 RAPID May 8-11, 2017 Pittsburgh, PA Big (10x20) 341 -

7 Design 2 Part - Greater Chicago May 10-11, 2017 Schaumburg, IL Small (10x10) 162 2229

8 Design & Manufacturing - Canada May 16-18, 2017 Toronto, ONT Big (10x20) - -

9 Design 2 Part - West May 24-25, 2017 Santa Clara, CA Small (10x10) - 1840

10 Design 2 Part - Minneapolis June 7-8, 2017 Minneapolis, MN Small (10x10) - -

11 Design & Manufacturing - Atlantic June 13-15, 2017 New York, NY Big (10x20) 548 -

12 Design 2 Part - Southeast September 13-14, 2017 Charlotte, NC Small (10x10) - 733 (Raleigh)

13 Design 2 Part - New England September 27-28, 2017 Marlborough, MA Small (10x10) 178 1842

14 Design 2 Part - Midwest October 11-12, 2017 Indianapolis, IN Small (10x10) - 1099 (Akron)

15 Design 2 Part - Northwest November 1-2, 2017 Portland, OR Small (10x10) - -

16 Design & Manufacturing - Minneapolis November 8-9, 2017 Minneapolis, MN Big (10x20) 344 -

17 Design 2 Part - Southern California November 15-16, 2017 San Diego, CA Small (10x10) 273 1681 (LongBeach)

!!

!

MARKETING PLANTradeshows

2

5

8

6

3

14

15

947

10

1

1113

16

17

12

Region Sessions % New Ses-sions

New Users Bounce Rate Pages / Ses-sion

Avg. Session Duration

Quote Pro-cess (Goal 6 Conversion

Rate)

Quote Pro-cess (Goal 6

Completions)

California 14,816 63.95% 9,475 53.12% 3.14 0:02:41 2.99% 443

Michigan 8,834 63.14% 5,578 46.00% 3.32 0:02:59 1.96% 173

Texas 7,308 70.39% 5,144 60.71% 2.79 0:02:26 1.98% 145

New York 6,201 68.70% 4,260 60.18% 2.74 0:02:18 1.77% 110

Florida 5,881 68.44% 4,025 57.17% 2.94 0:02:30 2.01% 118

Illinois 5,444 67.01% 3,648 55.05% 2.94 0:02:21 1.87% 102

Virginia 4,631 84.80% 3,927 78.99% 1.98 0:01:18 1.55% 72

Massachusetts 4,524 58.36% 2,640 47.06% 3.5 0:02:54 4.00% 181

Ohio 4,202 65.18% 2,739 52.14% 3.12 0:02:36 2.71% 114

Pennsylvania 4,027 65.93% 2,655 52.47% 3.17 0:02:49 2.76% 111

Minnesota 3,375 60.89% 2,055 47.38% 3.56 0:03:06 3.23% 109

Georgia 3,071 67.89% 2,085 56.17% 3.13 0:02:36 2.74% 84

New Jersey 2,846 58.92% 1,677 48.91% 3.52 0:02:59 4.74% 135

Washington 2,808 57.16% 1,605 47.44% 3.5 0:03:12 4.63% 130

North Carolina 2,601 69.17% 1,799 55.56% 2.92 0:02:22 2.69% 70

Wisconsin 2,244 69.07% 1,550 54.86% 3.03 0:02:40 2.09% 47

Colorado 1,970 63.50% 1,251 50.51% 3.23 0:02:44 3.05% 60

Indiana 1,920 69.11% 1,327 56.82% 3 0:02:37 2.34% 45

Arizona 1,809 68.66% 1,242 57.32% 2.99 0:02:29 2.65% 48

Maryland 1,689 54.83% 926 50.98% 3.36 0:02:46 3.14% 53

Connecticut 1,617 58.94% 953 48.86% 3.44 0:03:07 4.89% 79

Missouri 1,506 64.81% 976 59.63% 2.89 0:02:36 2.46% 37

Tennessee 1,442 74.76% 1,078 63.87% 2.59 0:01:58 1.46% 21

Utah 1,276 61.99% 791 59.56% 2.89 0:02:17 2.51% 32

Oregon 1,214 74.05% 899 60.63% 2.64 0:02:10 1.65% 20

Region Sessions % New Ses-sions

New Users Bounce Rate Pages / Ses-sion

Avg. Session Duration

Quote Pro-cess (Goal 6 Conversion

Rate)

Quote Pro-cess (Goal 6

Completions)

South Carolina 960 70.83% 680 59.06% 2.83 0:02:19 1.77% 17

Alabama 927 69.26% 642 57.50% 3 0:02:41 2.48% 23

New Hampshire 889 55.68% 495 43.87% 3.41 0:02:56 3.37% 30

Kentucky 872 76.15% 664 64.79% 2.52 0:01:56 1.15% 10

Kansas 791 67.00% 530 50.06% 3.3 0:03:08 2.28% 18

District of Co-lumbia

686 66.47% 456 61.66% 2.73 0:02:10 1.60% 11

Louisiana 634 71.29% 452 61.51% 2.9 0:02:40 1.89% 12

Iowa 591 81.05% 479 68.36% 2.3 0:01:54 1.69% 10

Nevada 591 68.36% 404 65.99% 2.13 0:01:44 1.02% 6

Oklahoma 583 79.25% 462 60.38% 2.99 0:02:35 1.37% 8

Idaho 473 63.64% 301 51.80% 3.93 0:03:21 2.54% 12

Arkansas 454 70.70% 321 59.47% 2.52 0:01:50 1.98% 9

Rhode Island 419 57.28% 240 47.02% 3.48 0:03:18 4.30% 18

Nebraska 393 77.10% 303 61.07% 2.76 0:02:07 1.78% 7

Mississippi 355 69.01% 245 58.87% 2.61 0:02:21 2.54% 9

New Mexico 307 73.29% 225 58.96% 2.81 0:02:26 3.26% 10

Vermont 294 58.84% 173 38.10% 3.85 0:03:15 6.80% 20

Maine 274 71.90% 197 51.82% 3.31 0:02:43 4.01% 11

South Dakota 214 59.35% 127 46.26% 3.58 0:03:23 5.61% 12

West Virginia 211 69.67% 147 69.67% 2.2 0:01:55 0.47% 1

Montana 207 71.01% 147 57.00% 3.11 0:02:35 0.48% 1

Hawaii 181 79.56% 144 58.56% 2.93 0:03:28 1.66% 3

Delaware 173 76.88% 133 57.80% 2.43 0:02:21 1.16% 2

North Dakota 139 81.29% 113 58.99% 3.07 0:02:44 0.72% 1

Totals 110,018 66.40% 73,056 55.18% 3.03 0:02:35 2.55% 2,809

MARKETING PLANTradeshows - Status Upgrades (UBM)

The Featured Exhibitor ($695)

Directory Premier Listing -Maximize your company’s presence in the printed directory, with company logo and company name featured in bold, reverse lettering and larger typeface than the standard directory listing. (Logo format: Black & White, 300 dpi, .eps)NOTE: Logos must be received by October 17. We cannot guarantee inclusion of any logos received after that date.

Online Product Spotlight - Place your new product information, photo, and a 900-character description on the redesigned and upgraded event website. Paid spotlights are enhanced and given priority placement.

Mobile Showroom - The Mobile App and Schedule Builder include valuable attendee tools: searchable exhibitor listings, interactive maps, activity feed, schedules, customized agenda tools, and more. Available in advance of the event and promoted to attendees throughout the marketing campaign. Upgraded listing includes company name and logo, description, full contact details, and downloadable content.

Online Featured Status - Featured exhibitor listings are enhanced and given priority placement on the event website.

Add $300Video Link - Your company’s YouTube video included with your company’s listing on the event website. We recommend that your video be no longer than 3 minutes in length.

Exhibitor Video Link ($450)

Share your company’s latest product video with show attendees! Your video link will appear alongside your exhibitor listing on the event website, providing attendees with access to your most up to date product and technology information in a live format.

Provide a video link from YouTube. We recommend that your video be no longer than 3 minutes in length.

Premiere Directory Listing ($325)

Maximize your company’s exposure with a Directory Premier Listing, which combines the Directory Enhanced Listing: your company name in bold, reverse lettering and a larger typeface than the standard listing, with your Logo in the printed Show Directory.

Mobile App Push Notification ($795)

Send your message directly to the “Inbox” of all app users. Share booth giveaways, product launches, company news, or any relevant announcement. Limit 6 alerts per show day. Includes Mobile Showroom.

Mobile Showroom ($350)

The UBM Mobile App and Schedule Builder takes the entire show and puts it directly into buyers’ hands, providing a custom experience before, during, and after the show.Features Include:

• Company logo and custom description• Booth number with link to interactive

floor plan• Full contact information with URL and

email of show contact• Up to four featured products or show

specials with photos, descriptions and handouts/attachments

• Company listed as “Featured” in the “Exhibitors” section

MARKETING PLANTradeshows - Promotional Opportunities (UBM)

Sponsored Mobile App Tab ($1750)

The Sponsored App Tab will provide your company with a high-level of exposure and will virtually connect you to every single app user. Your company will receive prime placement within the menu grid, along with your company logo. When attendees scroll down through the menu, your company logo will be pinned upon scroll in the dock section so that it is always visible to the attendee.

This section can take the attendee to a website, your listing within the app, or to a list of items (i.e., a list of products your company offers).

Exclusive opportunity available to only one exhibitor.

Onsite Ad Posters (2) ($1750)

Place your company advertisement on two 22” x 28” posters. One poster will be placed in the crowded entrance near registration, and the other poster will be located in a key high traffic area on the show floor. The same artwork will be used for both posters.

Aisle Sign ($tbd)

This exclusive sponsorship includes your company logo and booth number on large format two-sided signage hanging below all the show aisle signs. Attendees will see your company logo and booth number from all directions as they are walking the show floor.

Lightboxes ($2750 per panel)Mega & Tri-Mega Sign ($2750 - $3500)

Most popular onsite option! Mega and Tri-mega Signs stand over 7-feet tall and are strategically placed in high traffic areas including registration, expo, and conference entry points. The 2-sided or 3-sided printing ensures your message is seen by all in proximity. Includes 4 color process. Creative specs supplied upon order.

MARKETING PLANTradeshows - Promotional Opportunities (UBM)

Badge Sponsorship ($call)

Popular & exclusive offer! Feature your company logo, message, product, and booth number on the official show badge that will be inside every badge holder and handed out to all attendees at onsite registration. Includes 4 color printing and production. Creative specs supplied upon order.

Badge Sponsorship ($call)

Supply the exclusive expo plastic bag that will be placed for pick up at the show entrances for all attendees to see and use. This exclusive sponsorship includes your company logo on the expo bag distributed to all attendees, a supply of bags to give to your prospects and customers, and an acknowledgment page in the show directory.

Registration Confirmation Sponsorship ($1750)

Reach every attendee as soon as they pre-register for the event. Your company logo and booth number located on all electronic registration bar code confirmations. This is the document that attendees print out, keep, and bring with them to the show for their pre-registered admission.

Attendee Email Outreach ($5000)

Be the exclusive sponsor on each promotional show email. Your company logo, booth number, and a link to your website will be prominently displayed on every show email sent to thousands of potential and pre-registered attendees. Creative specs supplied upon order.

Includes: Company logo, booth number, and link to company website in addition to your message that would be prominently displayed on EVERY e-mail sent to thousands of potential and pre-registered attendees. You’ll be included in more emails the sooner you start this sponsorship.

Send an Email ($3000)

Your text and image are formatted in HTML and sent to registered and potential attendees. Each campaign slot reaches a unique audience for maximum effect. Content specifications supplied upon order.

Directory Advertising ($call)

Premium advertisement placements are available in the official Show Directory . All ads include 4 color process. Creative specs supplied on order.

MARKETING PLANTradeshows - Promotional Opportunities (UBM)

Mailing List Rental ($995)

Send your designed mailer to a targeted list of pre-registered attendees. Additional printing and postage fees not included. Must work through an approved 3rd party mail service.

Promoted Mobile App Post ($595 - $995)

Want to broadcast your message to a targeted audience? A Promoted Post is a message pinned to the top of the Activity Feed (the most accessed section of the app). Promoted Posts include 140-characters of text, a link to a website or listing in the app, as well as an embedded image. They can be used to encourage attendees to visit your booth or promote a special offer or product.

Off Prime Time includes posts on the final day of the show or before/after the show. $595

Prime Time includes posts on the first day of the show. $995

Floor Decals ($3000 ea)

Be underfoot and front of mind with attendees, delegates, and press with strategically placed floor graphics. Cost includes 4 color process, production, and labor. Creative specs supplied upon order.

MARKETING PLANTradeshows - Status Upgrades (D2P)

OEM Solutions Showcase ($0)

This display offers the visitors an opportunity to browse through and study exhibitor samplings of parts and services represented on the trade show floor. Tables are located at the show entrance for exhibitors to tag up to two parts with your company name and booth location in the show. These tables are for samples of your custom parts only. No finished products, company brochures, flyers or business cards are permitted. Parts must be small enough to fit on the table top. Photos are permitted of very large parts.

Show Program Advertisement ($500)

This display offers the visitors an opportunity to browse through and study exhibitor samplings of parts and services represented on the trade show floor. Tables are located at the show entrance for exhibitors to tag up to two parts with your company name and booth location in the show. These tables are for samples of your custom parts only. No finished products, company brochures, flyers or business cards are permitted. Parts must be small enough to fit on the table top. Photos are permitted of very large parts.

MARKETING PLANDesign 2 Part

Digital / Print Ads ($25,200)

8 Full Page Ads + OEM Leads February (400) March (200) April (600) May (400) August (400) September (200) October (200) November (200)

Supplier Directory ($5,250)

Full page ad in Print & Digital Supplier Direcorty

Lead Generation Program ($0)

D2P will reach out to their customer and ask permission for us to contact them.

2 leads / monthup to 24 per year

Custom Postcards ($0)

Free postcards to contact leads

Editorial Aricle ($0)

MARKETING PLANPrint Ads - D2P

January February March April May June

Design 2 Part

July August September October November December

Design 2 Part

Add URL or QR code with special landing page to help track print ad effectiveness.Include offer to download or get something free. Surface Finish tool?

Get information on advertising programs with the less expensive Design 2 Part advertisingEach ad comes with up to 200 leads.

Create new two new ads and use URL and QR code to track effectiveness.

MARKETING PLANSponsorships

Sponsoring FTC or other STEM type programs to help foster the

young engineers and to create brand awareness.

Event Sponsorships

IDSA

MARKETING PLANResources

CRM Softwarehttp://www.capterra.com/marketing-automation-software/#infographic

InfusionsoftHubspotMarketoEloquaPardot

SharpSpringBPM’online

Analytics/SEO ToolsSEM Rush

SpyFuMoz

EducationalLynda.com

MARKETING PLANCustomer Relationship Manager (CRM)

Features to Consider

Cloud Based vs. Local HostRemote Access

API capabilities to Integrate with current CRMEmail Marketing Integration

Web Form IntegrationSales Module

Customer Service ModuleAnalytics / Reports

List/Contact Management (customer database)Lead Tracking & Scoring

Mobile FriendlyLive Chat

Google Analytics IntegrationSocial Media Integration

MARKETING PLANSEO Tools

Goals

Competitor Research

Backlink Analysis

Keyword Research

Moz is a known leader in the SEO world. Their blog is consistently one of the best resources for online marketers. There are a handful of Moz products available, but we are going to focus on their most popular product, Moz Pro. The core competency of Moz Pro is tracking keyword rankings, but you also get access to Moz’s Open Site Explorer – a powerful link profile analysis. One other feature is a site crawl that will identify possible SEO issues – similar to SEMrush’s Site Audit.

It is always a concern when it seems like one product is trying to do too many things at once. This was my hesitation when I was first introduced to SEMRush years ago. After a few years of daily use though, I’m comfortable saying that SEMrush does a little bit of everything, and does it all well. The backbone of SEMrush is the Analytics Reports. From this tool you can research search data, traffic, and competitors for a domain or a keyword. If you are into paid advertising, you can get a deep look into what keywords your competitors are bidding on and how much traffic they are generating from their efforts. Piggybacking on all of this research is SEMrush’s backlink analysis. We are customers of SEMRush and use most features of the service in our SEO marketing.

BasicTrack Ad Placement and Ranking for 5,000 keywords, 1-2 In-Depth SEO Reports$79/month or $599/year

ProfessionalTrack Ad Placement and Ranking for 15,000 keywords, 4-5 In-Depth SEO Reports and API Data$139/month or $769/year

AgencyTrack Ad Placement and Ranking for Unlimited keywords, Unlimited In-Depth SEO Reports and API Data $999/month or $9,995/year

Pro3,000 Reports per day, 5 Projects, 500 Keywords, 5 PDF Reports – $69.95/month or $699.40/year

Guru5,000 Reports per day, 50 Projects, 1,500 Keywords, 20 PDF Reports$149.95/month or $1,499.40/year

Business10,000 Reports per day, Unlimited Projects, 6,000 Keywords, 50 PDF Reports$549.95/month or $5,499.40/year

Spyfu’s focus is competitive research. It is an interesting approach: find out what your competitor is doing (what keywords are they buying, what ads they are running and what organic keywords are they ranking for). What really stands out is not only do you see this competitive information now, there is a nine year history provided! SpyFu also offers keyword tracking.

Standard5 Campaigns & 300 Keywords$79/month or $950/year

Medium10 Campaigns & 750 Keywords$119/month or $1,430/year

Premium100 Campaigns & 7,500 Keywords$479/month or $5,750/year

MARKETING PLANSEO Tools

MARKETING PLANPromotions

Create multiple promotions to target industries, design engineers...

GOAL PROMOTION IDEAS

Increase Leads & Landing Rate

Increase 5 Star Reviews

Decrease Quote Abandonment

Enter to win 6 months of your student debt - PAID!

% off your first order

Welcome Kit

Give us a chance to quote, get a FREE design tool

MARKETING PLANReferral

POINTS PROGRAM DETAILS Overview • Receive 3 points for every $100 you spend with Xcentric. • Receive 50 points for every new user you refer who then orders. • 1 point equals $1. • Redeem your points at checkout for discounts.

FAQHow do I earn points? For every $100 you spend with Xcentric, you’ll earn 3 points. For every new

user that you refer and then orders, you’ll earn 50 points.

How do I redeem points? At checkout, there is a box directly beneath the grand total that indicates

how many points you have available. Enter the number of points you would like to redeem in the text field, then click “Apply.”

What are my points worth? 1 point equals $1. Points cannot be redeemed for cash.

Do points expire? Points expire after 18 months and are redeemed on a first-in-first-out basis.

Can I use my points in conjunction with a promotional code? Points cannot be used at the same time as other offers.

How do I know how many points I have? Once you are logged into your account, points are displayed in the menu

bar. You can also see your points history by visiting the My Points page.

MARKETING PLANCustomer Support

Live Chat• Provide customers a way of contacting us live online

Free Manufacturability Report• Recreate front page to accept submissions

MARKETING PLANCustomer Visits

Rep # Visits / MonthJames Marr 2Steve Schlehuber 2Ryan Lang 2Thomas Walworth 2Charles Fleece 2

Non-CustomersTarget Director & Executive Level Design Engineers

Send invites for an overnight stay, golf, dinner and plant tour.

CustomersVisit with top-tier customers in an effort to gain more business.

MARKETING PLANPartnerships

We outsource Rapid Prototyping.

Why not leverage this better by partnering with a Manufacturer who specializes in Additive manufacturing to cross promote our services?

MARKETING PLANBuilding a Team

Content Manager

Responsible for content creation, development or

acquisition.

Articles, White Papers, Graphics, Videos

Acquisition Manager

Responsible for SEO & PPC optimization, Email

and Lead Generation

Email Marketing, Adwords, SEO, Social

Media

Monetization Manager

Responsible for sales & business development

Sales

Success Manager

Responsible for Customer Support &

Account Management

Build customer relationships

Aware

Sees Ad, Booth, Article...

Engage

Interacts, learns more...

Subscribe

Sign up, get contact info

Convert

Makes purchase

Excite

Realizes value

Ascend

Makes more purchases

Advocate

Provides Testimonial

Promote

Tells friends