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www.eurofins.comeurofinsgenomics.com
Marketing Assistant UpdateUK and Ireland
Sabrina Hundle
November 2014
Activities
• Re-branding
• Campaigns and Promotions
• HPSF
• RCUK
• Source attack
• Facebook/ Christmas promotion
• Seminar in a box
• Exhibitions
• Other
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Re-branding
Marketing Stock:
• Monitoring and Ordering new exhibition banners, giveaways and brochures
Proof reading:
• All BU brochure and flyer content leading up to the re-branding
• Large campaigns i.e. Summer promotion
• Total = 35x proof reading for marketing content for EBE
1. Oligo HPSF
Aim
• Push sales on HPSF Plate Oligos for Q2 sales (0.01 and 0.05 um)
Action
• To create a promotional email that would be sent to a broad list provided by the sales team.
Results
• Sent on the 8th May 2014
• Targeted list – 8964
• Bounce rate – 2427
• We received 2 orders = £5981.76 total
Lesson learnt:
2. MRC
Aim
• Working with Sharon Watkinson to create an e-mail that would be distributed to all MRC sites proactively highlighting the new Oligo and Sequencing tender prices available to the accounts
Action
• The email was sent to all MRC accounts, e-mail included Anton, Sharon and Sital's contact details
Sital Patel
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Sent on the 7th August 2014
To the following customers: • Harwell• LMB• MRC
Sharon Watkinson
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Sent on the 7th August 2014
To the following customers: • Hammersmith CSC• LMBB• MRC KCL Neuro• MRC UCL• MINR
Anton Connolly
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Sent on the 7th August 2014
To the following customers: • Glasgow virology
Feedback from key account manager
Subject line ???
Follow up
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
3. Source Attack
Issue: Noticeable Source presence in each territory
Aim: Strategy to gain competitive advantage
Action:
• The team chose one key account each
• Special SmartSeq Kit and Pre paid barcodes pricing
• E-mail and posters designs
• Individual promo codes
• Anton – SEQ2014 – Glasgow Vet School
• Alex – SESEQ2014 – Southampton University and Reading university
• Sital – ESEQ2014 – Oxford University
• Sharon – MSEQ2014 – Nottingham University
Results
Name Promo code Marketing Total orders Total (£)
Alex SESEQ2014 A4 Poster/email 2 £3,375.00
Anton NSEQ2014 A4 Poster/email £0.00
Sharon MSEQ2014 A4 Poster/email 2 £864.00
Sital ESEQ2014 A4 Poster/email 10 £3,614.00
Follow Up
Alex – Sold two large promo orders and secured several orders since
Sital – Extended promo to 31st December
Sharon - Extended promo to 31st December
Anton – No orders secured until after promo
Naseem – Different strategy : Service agreement
3. Source Attack : Follow up email
Oxford University – 1 email (Closing date: 31st December) • Sent on the 29th October 2014
• Targeted list - 192
• The contact list was a new targeted list
• Secured 3 new orders following the email
Glasgow – 1 email (Closing date: 31st August) • Sent on the 13th August 2014
• Targeted list – 24 key lab managers
• No orders secured following this email
Lesson learnt: Wrong time of the year to focus on a email promotion in Scotland because of the summer holiday which impacted the email reaching customers.
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Source Attack : Follow up email…
Nottingham University – 2 emails (Closing date: 31st December)• Sent on the 9th October 2014
• Targeted list -512
• Sent to internal marketing team for circulation
• No orders secured following this email
Lesson learnt:
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
4.Facebook
Aim
• Social media is here to stay and will impact all businesses going forwards
• To increase brand awareness, customer engagement and increase customer service satisfaction through one to one communication
• Build a strong brand message through online interaction
• Appeal more to the average demographic that are online25-35 – Students, Masters and PHDs and young professional.
Action
• Follow key influencers (institution, key accounts companies, science journals, events we have attended)
• Follow all new customers that we approach following launch by asking them to like us on Facebook.
• Integrate into other channels (E-mail prize draw, In-venue and word of mouth)
• Give fan/followers content worth sharing through images and discussions
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
12 Days of Christmas promo
Aim
• Gain new customers on Facebook
through likes and shares
• Target 500 likes by Christmas 2014
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
12 Days of Christmas Promo E-mail
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Results
• Facebook page went live on 27th October
• Use Facebook advertising for 28 days to boost promo (100 new likes)
• Promo E-mail
• Sent on the 7th November 2014
• Targeted list – 20,004
• List was pulled from CRM and filtered to avoid high bounce rate
• Open rate – 2,946
• Click through rate – 300
• Bounce rate – 5,127
• Total Likes 291
• NEXT STEPS….To use the Facebook as a key marketing tool and consider other social media platforms
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Seminar in a Box
Aim
To create a marketing poster and email template for the Gene Synthesis and Next Generation Sequencing presentations that the team will use to attract customers to the presentation
Action
Created the marketing material in accordance with German team specifications. The sales team also gave me feedback about what would appeal to customers.
Seminar in a box
Results
• 2 Gene Synthesis Seminars
• Nottingham – 14th October
• Glasgow – 13th November
Feedback
• Nottingham
• 8 attended: gained 2 leads and would hold another seminar
• Glasgow
• 7 attended: gained 2 leads but would hold it in smaller departments
Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14
Exhibitions
• Arranging attendance and organising logistics of large expos that the team have attended
• Managing invoices/ payment
• Marketing Stock
• Shipping of marketing materials
• Managing the Exhibition budget