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PracticalGuide to
Co-op Marketing
“Our jobs as marketers are to
understand how the customer wants to buy
and help them do so.” – Bryan Eisenberg
Bryan Eisenberg is the co-author of bestselling books C all to Action, Waiting For Your C at to Bark? and Always Be Testing.Bryan is a professional marketing keynote speaker, as well as an internationally recognized authority and pioneer in online marketing.
Bryan was recognized by eConsultancy members as one of the top 10 User Experience Gurus, he was selected as one of the
inaugural iMedia Top 25 Marketers, and a Marketing Edge Rising Star Award winner in 2010.
Source: http://www.bryaneisenberg.com/about/bryan-eisenberg
Practical Guide to Co-Op Marketing
Why Dräger? 4
More than Products, Safety is Our Passion 4
Commitment. Responsibility. Technology for Life. 5
We Value You as Our Brand Ambassador
About This Guide
5
5
Marketing Program 6
Integrated Marketing Communications
The 4Cs
Marketing Partnership
6
7
7
Marketing Planning 8
Do the Research
Identify Your Resources
Define SMART Objectives
Marketing Planning Best Practices
Marketing Calendar
Advertising Planning
8
9
10
11
12
13
Digital Marketing 14
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Social Media
Email Marketing
14
16
18
20
Examples of Different Marketing Mediums 22
Co-Branding Design Specifications 24
The Power of a Strong BrandGeneral Information about the Dräger Logo
Logo Offset
Acceptable Color Versions
External LayoutIntegration of Dräger LogoWebsites and Presentations
Banner Advertisements Print
Advertisements
Product-specific Web Pages
Pull-up Bannerstands
Brochures
Catalogs / Magazines
Official Dräger Distributor
Integration of the Dräger Logo
Design Options
Posters
Brochures
Products
Print Advertisements
24
25
25
26
27
27
28
29
30
31
32
33
34
34
36
37
38
39
Practical Guide to Co-Op Marketing
Why Dräger?
More than Products, Safety is Our Passion
At Dräger, safety is more than a collection of products – it is a passion.
Guided by the philosophy, “Technology for Life,” Dräger creates products that protect,
support and save lives.
Dräger is an international leader in the fields of medical and safety technology. A family-owned
company established in 1889 in Lübeck, Germany, Dräger has evolved into a publicly traded,
global organization over five generations.
Today, Dräger employs about 13,500 people worldwide, is present in more than 190 countries, and
has sales and service subsidiaries in over 40 countries to support customers around the world.
Headquarters
Sales and service organizations
Production facilities
Logistics centers
Page 4
Practical Guide to Co-Op Marketing
Commitment. Responsibility. Technology for Life.
At Dräger, “Technology for Life” is our guiding philosophy – the core of our brand.
As a result of this philosophy, we take responsibility...
For the quality of our products, which protect, support and save lives.
For our environment, so that future generations will be able to breathe clean air.
For our employees, whom we value and empower.
For society, to which we are dedicated.
Dräger extends this same commitment to you, as our partner.
We Value You as Our Brand Ambassador
Our goal is to provide the resources and support you need to grow your business and enrich your
own brand. As a Dräger Channel Partner, Authorized Dealer or Manufacturer Representative you
provide local access to our customers and are often the most influential representation of our
brand. From industry tradeshows and events to local promotions, your partnership is integral in
building a loyal customer base.
About This Guide
This guide contains information on how to utilize integrated marketing and communications
to create favorable customer perception, build brand awareness and drive sales.
While the examples and suggestions included in this guide are not exhaustive, it should provide
a strong base for how to develop and execute effective marketing. A Dräger representative can
also provide additional consulting for specific ideas, concepts and requests.
Page 5
Page 6
Practical Guide to Co-Op Marketing
Marketing Program
Integrated Marketing Communications
Integrated Marketing Communications (IMC) is the application of consistent brand messaging
across both traditional and non-traditional marketing channels, using different promotional methods
to reinforce each other. As defined by the American Association of Advertising Agencies,
IMC “... recognizes the value of a comprehensive plan that evaluates the strategic roles of
a variety of communication disciplines including advertising, public relations, personal
selling, and sales promotion and combines them to provide clarity, consistency, and maximum
communication impact.” 1
You have probably heard of the 4Ps: Price, Place, Product and Promotion, but have you heard of
the 4Cs: Customer, Cost, Convenience and Communication? Marketing doesn’t have to be
costly or traditional to be effective. By focusing on the customer journey and their various touch
points first, you can create a comprehensive program with sizable Return On Investment (ROI).
Integrated, relationship-based marketing efforts put the customer at the center of every effort.
Successful campaigns turn customers into loyal advocates, not only of your products, but also of
your brand.
The 4Cs: Customer • Cost1 Source: http://en.wikipedia.org/wiki/Integrated_marketing_communications
Practical Guide to Co-Op Marketing
Page 7
Marketing Partnership
As a Dräger Channel Partner, you are
encouraged to engage all 4Cs to achieve
maximum success in your marketing efforts.
In developing an annual marketing plan,
it is critical to start early and to blend
the various elements to maximize the
customer experience.
The 4Cs
Customer – Efforts should be focused showcasing solutions that address your customer’s
needs and desires instead of just products. This allows the customer to quickly see the
value that you are providing to them.
Cost – While you may not always be able to directly affect product costs, marketing
communication should take into account the total cost of ownership, including concepts that
are not always obvious, such as time and effort, and the added value of having a service
partner, delivery services, financing, or other customer resources.
Convenience – The ease of the buying process (researching, selecting and purchasing)
is an important component of the customer’s journey. It is key to find out how and
where the customer prefers to buy and make sure that you are there to engage them.
Reducing customer effort is an effective way to build brand loyalty.
Communication – Behind each purchase is a person, or multiple people – each with their own
personal lives, references, habits and roles. If the way you communicate – through digital
presence, events, advertising and promotion – does not resonate with customers, then your
efforts and dollars are wasted. Rather than talking at your potential customers, it is more
effective to learn how they would like to be communicated with and engage them where
they are already present and communicating.
• Convenience • Communication
Practical Guide to Co-Op Marketing
Marketing Planning
Page 8
As you build your yearly marketing plans, there are a few important factors to keep in mind.
Do the Research
You cannot assume that one size fits all. Just because competitors may use certain marketing
channels, that does not mean it is necessarily the best way to engage your customers and promote
your product line(s). You should find out the needs of existing and potential customers, and then
successfully address them in your marketing efforts. Asking your customers a few simple questions
can help you better identify and deploy stronger marketing tactics. Whether formally or informally, try
asking the following:
What are your biggest challenges?
Where do you normally get your information related to products?
What kind of information would be most useful when you are considering the purchase
of products?
What publications do you read?
What are your favorite blogs and websites for acquiring information about your industry?
MarketingPlanning
Do the
research
Knowyourbudget
Identify your
resources
Accessing your
dollars
Practical Guide to Co-Op Marketing
Identify Your Resources
Creating an effective marketing plan may require various forms of promotion, including event
sponsorships or ad placements. As you define your overall plan, it is not only important to
incorporate a strong mix of marketing materials or “deliverables”, but you should be able to identify
where the final deliverables will come from. You should be able to answer the following questions:
Do I have access to a graphic designer or some predesigned templates from Dräger?
Do I understand how to display my logo when advertising with Dräger?
Do I know the approval process for using Dräger’s name and images?
Do I know where and what type of advertising will be most effective given the audience
and my current budget?
What is the true ROI if I run a promotional program or provide a full event sponsorship?
What kind of results do I want to see and can I measure the effectiveness of my
marketing efforts?
Have I consulted with my manufacturer contact on key elements to make sure my plan
is consistent, aligned and getting the full benefit of a global partnership?
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Practical Guide to Co-Op Marketing
Marketing Planning
Define SMART Objectives
When you have SMART objectives, they are Specific, Measurable, Achievable, Relevant
and Time Bound.
As you consider your plans for the year, each activity should be directly aimed at helping
you achieve success.
Specific – Does my objective precisely define what I am going to achieve?
Measurable – Do I define what success will be using quantifiable terms?
Achievable – Am I trying to do too much with the resources that I have?
Relevant – Does this objective align with the mission and vision of my business?
Time Bound – Does my objective include a time frame within which I will complete the objective?
Specific
Page 10
Measurable
Achievable
Relevant
TimeBound
SMART objectives
Practical Guide to Co-Op Marketing
Marketing Planning Best Practices
Have you considered all of the steps in planning an integrated marketing campaign?
Establish SMART goals and methods for tracking and measurement.
Identify your campaign resources and budgets.
Understand customer needs so you can target your messages and offers.
Develop a media/advertising plan.
Create the assets (marketing collateral) using a graphic designer or pre-defined
templates from Dräger.
Execute your campaign according to the schedule you have established.
Periodically review and refine the plan.
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Practical Guide to Co-Op Marketing
Marketing Calendar
Building a marketing plan in 3 easy steps:
Determine all of the marketing efforts you want to make during the year.
–Use the results of any research you conducted.
–Check with your Dräger contact about Dräger’s plan in order to find areas of alignment.
List the efforts and assign responsibilities and resources (budget, design, and vendor)
for each one.
Assign an employee to oversee the calendar. He/she will be the one responsible
for making changes and keeping the calendar organized.
Marketing Planning
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Practical Guide to Co-Op Marketing
Advertising Planning
A dedicated advertising plan
is crucial to any marketing
plan and should be included
in the marketing calendar.
Create an
advertising strategy:
– What would you
like to
accomplish,
given the
marketing plan?
Page 13
Establish duration
and budget.
Establish evaluation tools and procedures:
– Sample evaluation criteria can
include social media “likes”
or “follows”, sweepstakes
participation, or inquiries regarding
a specific promotion or ad.
Review your
marketing plan,
including timelines
and goals.
Building an advertising plan in 4 easy steps:
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Practical Guide to Co-Op Marketing
SEO is the process of affecting the visibility of a
website or a webpage in a search engine’s
“natural” or un-paid (“organic”) search results.
In general, the earlier (or higher ranked on the
search results page), and more frequently a site
appears in the search results list, the more visitors
it will receive from the search engine’s users.1
On-page optimization refers to optimization
measures you perform directly on your website.
Off-page optimization refers to optimization
measures which are not on our websites, and are
chiefly designed to improve our online presence
outside of our domain (i.e. Link building initiatives,
directory profiles/links, social media optimization,
external blog content, etc.).
As an Internet marketing strategy, SEO considers
how search engines work, what people search for,
the actual search terms or keywords typed into
search engines, and which search engines are
preferred by their targeted audience.
If you write good, logical and accurate content for
your website that speaks to the products and areas
of business for which you are focused, you stand
a better chance of having an inherently optimized
website. Do not force/stuff SEO keywords onto
a webpage, but rather incorporate keywords within
your content in a natural way. Ideally, any optimized
webpage would have at least 250 words of content.
Resources (hyperlinked)
Wikipedia ~ Search EngineOptimization
Google Webmaster Tools
How Search Works
How to Improve Your Website’sGoogle Ranking
Words and Phrases that Convert
Top 10 Search EngineOptimization Tips
Google AdWords
How to Write Title Tags forSearch Engine Optimization
The Three Biggest Issueswith Duplicate Content
URLs and SEO: VariousStrategies for URL File Names
Conquer Link Directory BestPractices for SEO
The Importance of YourBusiness Listings
Google My Business Help Center
8 Ways Social Media AffectsYour SEO
Digital Marketing: Search Engine Optimization (SEO)
1 Source: Wikipedia http://en.wikipedia.org/wiki/Search_engine_optimization
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Practical Guide to Co-Op Marketing
You can improve your website’s search results if you invest time in the following:
Keyword Research – This is the basis of SEO.A keyword is a word or phrase (called a keyword
phrase) that is used to help index content on web
pages so search engines such as Google can
better categorize them and deliver those pages
appropriately when people conduct searches.
Competitor Research – What keywords are
competing businesses ranking for? Which of them
get the most search volume? Which of them has
the greatest value? Should you target those
keywords as well? Are they related to your
business as well?
Page Titles – Title tags are part of the meta tags
that appear at the top of your HTML inside the
< head> area. Title tags tell people and search
engines what your page is about and it should
be 60 characters max including spaces.
Page Descriptions – A title and brief overview
shown in search results which describes the
content of a webpage and explains how it relates
to the user’s query. 155 characters including
spaces.
Keyword Tags – The Meta Keywords Tag is part
of the meta tag where you can insert keywords
into your webpage to provide search engines
with information about your page that may not be
visible on the page itself. We recommend the
maximum number of keywords should be is 8 to 10,
putting any keywords that you actually optimized
your page for (SEO) at the beginning of the tag.
Alt Tags – Alt tags are HTML code that essentially
describes an image that appears on a web page
so that the user knows what the image represents
if they are visually impaired or if the picture simply
doesn’t display correctly. Alt tags also provide
a description of images for search engines.
Content – When creating each page for your
website, answer the following questions:
What are we selling?
Why will it make our customer’s life better?
What makes it different from other
products/services?
Is it affordable?
How does it work?
How do they know it’s good?
Who else uses it?
Link Popularity – Link popularity refers to the
number of links pointing to and from related sites.
There are three types of links that will increase the
link popularity of your site:
Internal links.
Inbound/incoming links.
Outbound/outgoing links.
Duplicate Content – Duplicate content is content
that appears on the Internet in more than one place.
When there are multiple pieces of identical content
on the Internet, it is difficult for search engines to
decide which version is more relevant to a given
search query. Avoid duplicate content on your own
website.
URL Strategy – URL structure affects rankings,
click-through and usability.
Images – Use only high resolution images,
on your website, do not embed text, and use
keyword-rich descriptions for all images. Suitable
image formats include jpg, jpeg, png or gif.
Directory Listings – It’s important to have your
business consistently listed on reputable directory
listings on the web. Dräger does not manage
your locations on search engine directories,
so it is up to you to do this.
Social Networking – Social media is one ofthe many factors search engines take into account
when indexing content across the web.
Therefore, it can directly impact your SEO efforts.
Content that you post on your social media
accounts, whether it has links pointing to your
website or not, should be optimized for SEO.
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Practical Guide to Co-Op Marketing
Digital Marketing: Search Engine Marketing (SEM)
SEM is a form of Internet marketing that involves the promotion of websites by increasing their
visibility in search engine results through optimization and advertising. SEM is different from SEO,
or search engine optimization1. Search engine marketing is paid advertising, while search engine
optimization is organic (unpaid).
SEM is also known as pay-per-click (PPC) because you don’t pay unless someone clicks
on your ad.
The major SEM advertisers in the online advertising space right now are Google AdWords,
Bing, and Baidu. Most advertisers typically spend a larger percent of their SEM text ad budget
on Google AdWords vs. the others.
The basic concept behind SEM is finding the most relevant and popular keywords for
your business/products, and bidding on those keywords, using them in your ad copy,
and sending users to a landing page on your website that focuses on those keywords.
Resources (hyperlinked)
Wikipedia
Google AdWords
Google Best Practices
Creative That Clicks: A Checklist of Getting Your Ads in Shape
Bing ads
Yahoo advertising
Words and Phrases That Convert
1 Work Cited “The State of Search Engine Marketing 2006”. Search Engine Land. February 8, 2007. Retrieved 2007-06-07.
Practical Guide to Co-Op Marketing
Page 17
SEM Benefits for Small Businesses
Immediate results – SEM advertising is oneof the fastest ways to drive traffic to your website
because as soon as your SEM ads go live, they
can show up on search engine results pages
(SERPs). Costs per click (CPCs) are generally
most cost effective with SEM than other forms of
traditional advertising.
Flexibility and control – SEM allows you to design
and control your online advertising campaign to
meet your business needs. You can bid the amount
that you are willing to pay to stay within your
advertising budget. You can also choose to pay
more for particular keywords at certain times
of the day or week for more targeting and control.
What you pay per click depends on the quality of
your ads, how much you are willing to pay, the
quality of the landing page on your website that
you are sending users to, and other factors.
Remarketing – The more frequently a prospective
customer is exposed to your brand, the more likely
it is that they will become a customer.
With remarketing, a valuable benefit of SEM,
your ads will show to users who have previously
visited your website as they browse the internet.
SEM Ad Copy Best Practices
Highlight what makes you unique and
showcase the products, services, or offers
that make you competitive.
Include prices, promotions and exclusives.
Include a call to action such as purchase,
call today, order, browse, sign up, or get
a quote to make it clear what the next steps
are for the user.
Include at least one of your keywords to show
your ad’s relevance to what people want.
Consider using Dynamic Keyword Insertion for
headlines in your Google AdWords ad copy.
Ensure the ad copy and keywords you are
buying match the content of the landing page
you are sending the ad to.
Appeal to customers on mobile by showing
your location and phone number.
Experiment with your ads by creating three or
four ads for each Google AdWords ad group,
set on even rotation upon launch, and use
different messages for each to see which one
does best.
SEM is also known
as pay-per-click (PPC)
because you don’t pay
unless someone
clicks on your ad.
Practical Guide to Co-Op Marketing
Digital Marketing: Social Media
Social media is the interaction among people in which they create, share or exchange information,
ideas, and pictures/videos in virtual online communities and networks.
Social media depends on mobile and web-based technologies to create highly interactive platforms
through which individuals and communities share, co-create, discuss, and modify user-generated
content. Social media introduces substantial and pervasive changes to communication between
organizations, communities, and individuals.
Resources (hyperlinked)
Wikipedia
YouTube
VentureBeat
Hootsuite
Social Media Examiner
Blog Tyrant
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Practical Guide to Co-Op Marketing
Page 19
Engagement
Ask questions to engage the reader; comment
and provide useful information.
Research industry publications and post/tweet
relevant articles, case studies, etc.
Friend and follow relevant industry thought
leaders and organizations.
Hold contests and other online events
to attract readers.
Align promotions with social media efforts.
Set up instant alerts for comments or
messages and respond as necessary.
Track, Monitor and Report
There are many different social media
monitoring and analytic tools available to
you on the web. Take some time to determine
which one is best for you.
Track engagement, brand awareness, influence,
sentiment, new likes, unsubscribes, click activity,
conversion rates, time on site, downloads, and
followers.
Monitor which posts attract the most likesand comments, and implement a basic concept
to capitalize on these metrics.
Use tracked URL links back to your site in posts
to encourage traffic to your site.
Social Media Best Practices
Develop a social media policy
(refer to Dräger’s Social Media Policy).
Tie overall business goal into social
media strategy.
Give social media presence a human touch.
Become a content king.
Increase engagement with two-way dialog.
Create consistent calls to action.
Make word-of-mouth advocacy easy.
Encourage fan-to-fan conversations.
Focus on SMART branding.
Be deliberate and manage expectations.
Monitor, measure, and track frequently.
Adjust strategies based on results.
Raise awareness for solutions,
not only products.
Use @ mentions.
Content Creation
Plan for a mix of product, non-product,
campaign, event, contest, and industry content.
Text should be short and easy to follow.
Tone should be informal.
Images should be strong and eyecatching.
Posts with images, @ mentions, and links
generally perform better than posts without.
Reinforce post images with your branding
where possible.
Practical Guide to Co-Op Marketing
Digital Marketing: Email Marketing
Email marketing is a form of marketing whereby a company sends a commercial messageto a group of people by use of electronic mail. Most commonly, this occurs via advertisements,
requests for business, or sales or donation solicitation. Any email communication is considered
email marketing if it helps to build customer loyalty or trust in a product, or company, brand
recognition, or aims to grow their business.
Email marketing is a very cost-effective and efficient way to stay connected with your
customers/ clients while also promoting your business.
Resources (hyperlinked)
StreamSend - Email Marketing + Social Delivery ~ What is Email Marketing?
Email Marketing Best Practices
10 Email Best-Practices [Infographic]
Page 20
Practical Guide to Co-Op Marketing
Page 21
Benefits
Cost-effective way to communicate with
your customers and potential customers
in a very personalized way (cheaper than
printed direct mail).
Self-registration of prospects – email as a
communication channel the recipient wants.
Get direct feedback on your communication
messages through calls to action and
interactivity.
Higher response rates – feedback on
email communication is easier than with
printed mailings.
Increased customer loyalty and awareness.
Trackable performance: open rates,
click through rates.
Email Marketing Best Practices
Define your overall purpose & goals.
Define quantitative targets that can be tracked.
Define the budget you need to realize
the campaign.
Define the timing according to other
planned activities.
Get to know your target audience
and your recipients.
Establish a process for how to proceed
if a recipient reacts to your message.
Align emails with your strategic marketing plan.
Provide information that is considered useful
by recipients.
Use a current and easy-to-understand design.
Always ask, “Is it newsworthy?”
Do not send more than around four emails
a month to any one recipient.
When possible, refrain from sending emails
on Mondays and Fridays, unless you have
identified these as high traffic days for
your business.
Measure email open rates and click through
rates and try to improve upon them by testing
content and send times.
Manage contact lists.
Always include “Unsubscribe” button.
Never send email to recipients
without permission.
Clearly include your company name/logo
(brand identity) to allow the reader to verify
the sender of the email: always remove
addresses who have unsubscribed, and
seek to find replacements for bounces.
Basic Statistics
33% of email recipients open emails because
of the subject line.
64% of decision makers read their email
on mobile devices.
39% of marketers do not have any strategy for
mobile email.
40% of B2B marketers say leads from email
marketing are of high quality.
50% of a mailing list is active: they either open
or click on the email.
64% of people state that they would open
an email due to its subject line.
22% higher probability of emails being opened
with a personalized subject line.
72% of B2B customers are willing to share.
Practical Guide to Co-Op Marketing
Examples of Different Marketing Mediums
Publications
Co-branded postcards and flyers /mailers
Co-branded direct mail inserts
Co-branded advertisements
Regional trade publications and other print media
Digital
Banner advertisement
with visible Dräger logo
Banner ad placement
Custom banner development
Sponsored email campaigns
Online directory listings
Online catalog sponsorships
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Practical Guide to Co-Op Marketing
Displays
Banners
Exhibition Displays
Vehicle wraps
Customer Events
Lunch and Learns
Product Demonstrations
Training Events
Conferences
Tradeshows & Exhibitions
Dräger - branded goods
Contact us for further information on what’s available, including pricing and how to order.
Page 23
Practical Guide to Co-Op Marketing
Co-Branding Design Specifications
The Power of a Strong Brand
A strong relationship begins with a strong identity.
At Dräger, we believe our corporate identity, combined with that of our channel partners, is
the foundation to building a satisfied and loyal customer base. Attention to detail and a
consistent appearance strengthens both the Dräger brand and yours, and ensures positive
customer perception.
The following pages contain information pertaining to the use of Dräger marketing assets in
conjunction with your own branding and associated corporate marks. The most common
marketing communications assets are addressed. However, if a particular scenario is not
detailed or if you have question or concerns about the content of this guide, please contact
your Dräger representative.
Thank you for your marketing efforts. Here’s to our mutual success!
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Practical Guide to Co-Op Marketing
General Information about t heDräger Logo
The specifications associated with the Dräger
logo should be applied to all advertising and
communication materials in which the Dräger
logo is present.
Logo Offset
The free space outlining the Dräger logo comes
from the size of the “D.” This is referred to as the
“logo offset.”
Please check the following pages with regard
to the size and positioning of the logo.
Large and Minimal Logo Offset
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Practical Guide to Co-Op Marketing
Acceptable Color Versions
The logo is normally in Dräger blue on
a white background.
In special cases, the logo can employ a
black-and-white application (e.g. fax, copies,
in stamped versions and plain black prints).
In exceptional cases, the logo may appear as
white text on a blue background.
The logo cannot be placed against secondary
or other background colors. Logo placement
against an image background or within copy
text is not permitted.
The logo must appear horizontal.
The approved Dräger logo data is available
from your sales representative.
Dräger Blue, positive / negative; Black-and-white Version
dolor sit amet, consecte-
tuer adipiscing
elit. Aenean commodo
ligula eget dolor
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Practical Guide to Co-Op Marketing
External LayoutIntegration of t he Dräger Logo
Websites and Presentations
On websites and in presentations using programs
such as PowerPoint and Keynote, the Dräger logo
must appear against a white background and
include the logo offset.
The minimum height of the logo on a website
or in a presentation, excluding the logo offset,
is 30 pixels.
Dräger should never appear in the URL
of external brands in the first position. It
will always be positioned subordinate to
the partner’s brand.
Examples: www.dealer.com/draeger-
x-zone.html www.dealer.com/alcotest
Not:
www.buydraeger.com
www.draegershop.com
Channel Partners shall not create websites
or use website design that closely mimics
Dräger branding.
Schematic representation of a website: Sample integration of the Dräger logo
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Practical Guide to Co-Op Marketing
Banner Advertisements
In advertisements, the Dräger logo must appear
against a white background and include the
logo offset.
The Dräger logo cannot be used in competition
with the partner logo, nor can it exceed the
minimum recommended width of 40 pixels
without the logo offset.
“Dräger” should not appear more prominently
than the partner brand, so that the partner
brand remains recognizable as the advertiser.
If the product name is displayed, “Dräger”
must appear alongside the product name.
The new
Dräger Alcotest
3000
Schematic representation on banners: Sample integration of the Dräger logo
Page 28
External LayoutIntegration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Print Advertisements
In advertisements, the Dräger logo must appear
against a white background and include the logo
offset. The Dräger logo cannot be used
in competition with the external brand logo.
Dräger may be written as a word in
combination with a product name,
for example, Dräger X-zone® 5500.
The approved Dräger logo is available
from your sales representative.
The new
product
solutions
by Dräger
Schematic representation on ads: Sample integration of the Dräger logo
Page 29
External LayoutIntegration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Product-specific Web Pages
On websites, the Dräger logo must appear against
a white background and include the logo offset.
The Dräger logo should appear as part of
the product display or appear in its vicinity.
Schematic representation on product pages: Sample integration of the Dräger logo
External LayoutIntegration of t he Dräger Logo
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Practical Guide to Co-Op Marketing
Pull-up Bannerstands
The Dräger logo must appear against a white
background and include the logo offset.
The Dräger logo cannot be used in
competition with the partner brand logo.
Dräger may be written as a word in
combination with a product name,
for example, Dräger X-zone® 5500.
The approved Dräger logo is available
from your sales representative.
The newproduct solutions by
Dräger available here
Schematic representation on a Roll-Up: Sample integration of the Dräger logo
Page 31
External LayoutIntegration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Brochures
The Dräger logo must appear against a white
background and include the logo offset.
Schematic representation in Brochures: Sample integration of the Dräger logo
Page 32
External LayoutIntegration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Catalogs / Magazines
The Dräger logo must appear against a white
background and include the logo offset.
The approved Dräger logo is available
from your sales representative.
Schematic representation of a Dräger external catalog: Sample integration of the Dräger logo
Page 33
External LayoutIntegration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Official Dräger Distributor Integration of t he Dräger Logo
Design Options
As an authorized distributor, you can make
yourself recognizable.
Business Cards: Front PageIf eligible, you can mark your business
cards as “Official Dräger Distributor.”
The identification should be placed
in the lower left hand corner.
Business Cards: Back Page (optional)If the back of the card is blank, it could be
designed as displayed in the image above.
Clothing (shirts)
See placement in the example.
OfficialDräger Distributor 2014
Official DrägerDistributor
Possible use of the writing “Official Dräger distributor”
Design Options for Business Cards of official Dräger distributors.
Official Dräger Distributor
Page 34
Practical Guide to Co-Op Marketing
WebsitesFor integration on websites, the
“Official Dräger Distributor” graphic
is provided.
The approved Dräger logo is available
from your sales representative.
Example of the “Official Dräger Distributor” graphic on distributor websites.
OfficialDräger Distributor 2014
Page 35
Practical Guide to Co-Op Marketing
Posters
The placement of a partner logo should be ona white “stopper”. The stopper will be positioned
away from the Dräger logo, and outside of what
is defined as the “guiding philosophy” area.
Guiding philosophy
The guiding philosophy “Dräger. Technology
for Life®” describes the core message and
responsibility of the Dräger brand. The logo
is supported by the guiding philosophy and
appears only on Dräger materials.
The guiding philosophy is positioned below
the logo, aligned with the right-hand side.
Alignment is based on the last vertical line of the
final letter. The offset between the logo and guiding
philosophy should be as large as possible.
Schematic representation of an ad: integration of a partner logo
Page 36
Official Dräger Distributor Integration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Brochures
A partner logo is positioned on the back page
of the brochure.
A partner logo should be placed in a box against
a white background.
Schematic representation of a brochure back page: integration of a partner logo
Page 37
Official Dräger Distributor Integration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Products
A partner logo is not permitted to appear
larger than the Dräger logo.
A partner logo should be placed on the product
in its natural colors, black or white.
A partner logo should not be used in competition
with the Dräger logo.
Schematic representation of a product: integration of a partner logo
Page 38
Official Dräger Distributor Integration of t he Dräger Logo
Practical Guide to Co-Op Marketing
Print Advertisements
The placement of a partner logo should
be on a white stopper. The stopper will be
positioned away from the Dräger logo, and
outside of the “guiding philosophy” area.
Guiding philosophy
The guiding philosophy “Dräger. Technology
for Life®” describes the core message and
responsibility of the Dräger brand. The logo
is supported by the guiding philosophy and
appears only on Dräger materials.
The guiding philosophy is positioned below
the logo, aligned with the right-hand side.
Alignment is based on the last vertical lineof the final letter. The offset between the logo
and guiding philosophy should be as large
as possible.
Schematic representation of an poster: integration of a partner logo
Page 39
Official Dräger Distributor Integration of t he Dräger Logo
CORPORATE HEADQUARTERS
Drägerwerk AG & Co. KGaA
Moislinger Allee 53–55
23558 Lübeck, Germany
www.draeger.com
REGION CENTRAL
AND SOUTH AMERICA
Dräger Panama S. de R.L.
Complejo Business Park,
V tower, 10th floor Panama
City
Tel +507 377-9100
Fax +507 377-9130
SALES INTERNATIONAL
CANADA
Draeger Safety Canada Ltd.
2425 Skymark Avenue, Unit 1
Mississauga, Ontario, L4W 4Y6
Tel +1 905 212 6600
Toll-free +1 877 Drager 1
(+1 877 372 4371)
Fax +1 877 651 0902
Toll-free Fax +1 800 329 8823
REGION MIDDLE EAST, AFRICA
Dräger Safety AG & Co. KGaA
Branch Office
P.O. Box 505108Dubai, United Arab Emirates
Tel +971 4 4294 600
Fax +971 4 4294 699
REGION ASIA PACIFIC
Draeger Safety Asia Pte Ltd. 67
Ayer Rajah Crescent #06-03
Singapore 139950
Tel +65 68 72 92 88
Fax +65 65 12 19 08
Manufacturer:Dräger Safety AG & Co. KGaA
Revalstraße 1
23560 Lübeck, Germany
REGION EUROPE CENTRAL
AND EUROPE NORTH
Dräger Safety AG & Co. KGaA
Revalstraße 1
23560 Lübeck, Germany
Tel +49 451 882 0
Fax +49 451 882 2080
REGION EUROPE SOUTH
Dräger Safety France SAS
25, rue Georges Besse
92182 Antony Cedex
Tel +33 1 46 11 56 00
Fax +33 1 40 96 97 20
KGaA
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