| 1© Universal Lighting Technologies
ULT Marketing
Vertical MarketsDistributor Salesperson Training
Presented by: Your Name HERE
| 2© Universal Lighting Technologies
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
| 3© Universal Lighting Technologies
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
| 4© Universal Lighting Technologies
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.
| 5© Universal Lighting Technologies
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.
| 6© Universal Lighting Technologies
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:
| 7© Universal Lighting Technologies
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.
| 8© Universal Lighting Technologies
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!
| 9© Universal Lighting Technologies
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.
| 10© Universal Lighting Technologies
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.
| 11© Universal Lighting Technologies
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.
| 12© Universal Lighting Technologies
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.
| 13© Universal Lighting Technologies
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
| 14© Universal Lighting Technologies
Why Universal?
Regardless of the vertical market you are targeting ...
Universal can meet the needs of nearly every vertical market application.
| 15© Universal Lighting Technologies
THANK YOU
| 15
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]