2013 Marketing Initiatives
Dale Dean
1
2012 Marketing Initiatives in Review
1. Brand Continuity Program
2. Phone App
3. Publicity / Social Media
4. PEI-NACS Tradeshow
5. New Product Launches
2
2012 Marketing Initiatives in Review
✓ 1. Brand Continuity Program
3
2012 Marketing Initiatives in Review
✓ 2. Phone App
4
2012 Marketing Initiatives in Review
✓ 3. Publicity - Social Media
• Facebook
- 54% increase in "Likes”
versus previous year
• Twitter
- 43% increase in
"Followers” versus
previous year
5
2012 Marketing Initiatives in Review
✓ 3. Publicity - Social Media
• YouTube
- 23,334 video views as of
Jan. 2013
- 53 subscribers to channel
- 90 videos posted on
channel
• LinkedIn
- 634 Followers
6
2012 Marketing Initiatives in Review
✓ 3. Publicity - Summary of 2012 Publicity Value Received
$200,000.00
$180,000.00
$178,141.00
$160,000.00
$151,714.00
$140,000.00
$120,000.00
$100,000.00
$80,000.00
$60,000.00
$51,950.00
$40,000.00
$13,771.00
$20,000.00
$10,330.00
$570.00
$570.00
$0.00
$0.00
OPW
Gilbarco VeederRoot
Wayne
Franklin Fueling
Husky
Emco Wheaton Morrison Bros.
Fuel Master
• NOTE: This figure is based on the 1x rates of each publication. If OPW would have to purchase the same amount
of editorial space in that particular publication, the 1x rate is used to figure the value of coverage received.
7
2012 Marketing Initiatives in Review
✓ 3. Publicity – Press Releases
8
2012 Marketing Initiatives in Review
✓ 3. Publicity – Distributor Email Blasts
9
2012 Marketing Initiatives in Review
✓ 3. Publicity – Articles
• April - OPIS Fueling Equipment Supplement
• May - OPIS Fleet Fueling Supplement
• June - Government Fleet
• July/Aug - Mining Magazine
• Summer - INSITE (UK): AVANCE
• Summer - INSITE (UK): AST EVR Products
• Summer - C-Store Canada: OPW Nozzles &
FlexWorks
• Fall - C-Store Canada: SiteSentinel iSite
10
2012 Marketing Initiatives in Review
✓ 4. PEI-NACS Trade Show
11
2012 Marketing Initiatives in Review
✓ 5. New Product Launches from 3 Product Groups
12
2013 Marketing Initiatives
1. Proposal Generator
2. New Trade Show Booth
3. OPW University
4. New OPW Product Catalog
5. Distributor Counter Mats
6. Mobile Innovation Roadshow
7. Mobile Website Development
8. New Corporate Newsletter
9. Proactive Publicity Program
10. Ad Series & Media Placement
11. New Corporate Brochure/Video/Animation
12. Segment-Focused Brochures
13. OPWglobal.com Update
14. Trade Shows
15. Co-op Program
13
2013 Marketing Initiatives
1. Proposal Generator
• Launch OPW FMS module by the
Distributor Seminar in May 2013
• Development in Process:
 Product Attributes / Logic
 Interface Design
 System Programming
14
Images T/C
2013 Marketing Initiatives
2. New Tradeshow Booth
• Design Concepts in Process
• Target Release Date: PEI/NACS 2013
• New booth structure / new graphics
/ new displays
15
2013 Marketing Initiatives
3. OPW University
•
•
•
•
•
•
16
Training Material Resource Center
Step-by-Step Training Guides/PPTs
Troubleshooting Guides
In Depth FAQs
How-To Video Series
Monthly Training Sessions
2013 Marketing Initiatives
4. New OPW Product Catalog
• New Catalog cover design
• New Product Page format
• New Introduction-to-OPW section
• Development In Process
• Delivery: June 1, 2013
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2013 Marketing Initiatives
5. Distributor Counter Mats
• Update current counter mat
template and series of
replaceable inserts
18
2013 Marketing Initiatives
6. Mobile Innovation Roadshow
• Exploratory phase
 Conceptual designs
and costing is in
process to gauge
feasibility
• Mini station-in-box
designed to demonstrate
on site our latest
innovations
• Target Release Date: TBD
19
2013 Marketing Initiatives
7. Mobile Website Development
• Upgrading the existing OPW Global
website to make it mobile-friendly
Adding the OPW Icon to your mobile device
20
•
For iPhone: Go to the OPW Mobile Website home page. Tap the box/arrow
icon at the bottom of the screen. Select "Add to Home Screen”
•
For Android: Go to the OPW Mobile Website home page and bookmark it.
Go to the home screen you want to add the link to. Long-press an empty space
to bring up the menu. Select "Add shortcut to Home"
2013 Marketing Initiatives
8. New Corporate Newsletter
• Initiate development of new
quarterly e-newsletter
(OPWorld - Leading the Way)
• First Issue March 1, 2013
9. Proactive Publicity Program
• Constant stream of press releases on
innovation successes
• Success story development
• Monthly Email blasts of innovation successes
• Executive staff profile series in key publications
• Monthly Distributor Communications
• Social Media Marketing
• More personal posts
• “Viral” Video Development
21
2013 Marketing Initiatives
10. Ad Series & Media Placement
• SIGMA/Independent Gasoline Marketer
Sponsorship & Advertising
• Proposed 2013 Media
• Update OPW Corporate Ad Series
(aligned with 2013 Media Plan):
22
2013 Marketing Initiatives
11. New Corporate
Brochure (Global)
• Emphasize (with solutions
examples) how OPW is Leading
the Way in Innovation
New Corporate
Video / Animation
• Update the current OPW
Corporate video (to include new
facility footage, overview of OPW)
23
2013 Marketing Initiatives
12. Segment-Focused Brochures
• Narrow the focus to select target segments
• Combines all applicable OPW products to provide a total market segment
fueling solution
• Add Markets Served sections to OPWGlobal.com
24
2013 Marketing Initiatives
13. OPWglobal.com – Home Page Simplified
Current News
3 Segments Groups – Product
Information And News
Link to the Mobile Site
Quick Social Media Access
25
Easier Access for Distributors
and Technicians
2013 Marketing Initiatives
14. 2013 Trade Show Schedule
26
February 4 - 7
CUPA Conference
Garden Grove, CA
Exhibiting
February 19 - 21
Western Petroleum Marketers Assoc. (WPMA)
Las Vegas, NV
Exhibiting
March 1 - 2
Petroleum & Convenience Store Expo. of Mid-America (PACE)
Kansas City, MO
Exhibiting
March 5 - 6
Canadian Car-Wacs / Ontario Petro. Contractors Association
Annual Meeting (OPCA)
Toronto, Ontario
Canada
With Distributor
March 6 - 7
Southeast Petro
Myrtle Beach, SC
Exhibiting
March 13 - 14
Gulf Coast Food & Fuel Expo
Biloxi, MS
Exhibiting
March 26 - 27
Wisconsin Petroleum Marketer Show (WPMCA)
Middleton, WI
With Distributor
March 27
Arkansas Oil Marketers
Hot Springs, AK
With Distributor
April 8 - 10
Minnesota Petroleum Marketer Show
St. Paul, MN
With Distributor
April 15 - 17
Canadian Independent Petroleum Marketers Association (CIPMA)
Toronto, Ontario
Canada
With Distributor
April 16 - 18
M-PACT
Indianapolis, IN
Exhibiting
April 24 - 25
NAFA Fleet Management Expo
St. Louis, MO
Exhibiting
May 1 - 2
Atlantic Region Energy Expo (AREE)
Atlantic City, NJ
Exhibiting
2013 Marketing Initiatives
14. 2013 Trade Show Schedule
27
May 9 - 10
SW Fuel & Convenience
Dallas, TX
Exhibiting
June 3 - 5
ILTA - Int'l Liquid Terminals Show (with Blackmer/OPW-ES)
Houston, TX
Exhibiting
June 10 - 12
GFX - Government Fleet Expo
Denver, CO
Exhibiting
July 19 - 22
NACo Annual Conference & Exposition
Fort Worth, TX
TBD
July 20 - 23
Sunshine Food & Fuel Expo (FPMA)
Orlando, FL
Exhibiting
July 31 - Aug. 2
Idaho Petroleum Marketer Show
Sun Valley, ID
Exhibiting
August 25 - 28
APWA Convention and Trade Show
Chicago, IL
Exhibiting
Sept. 3 - 5
Pacific Oil Conference (POC)
Los Angeles, CA
Exhibiting
Sept. 15 - 18
Southeast Governmental Fleet Manager Association (SGFMA)
Charleston, SC
Exhibiting
Sept. 16 - 18
National Tanks Conference
Denver, CO
TBD
October 1 - 2
Canadian Car-Wacs
Calgary, Canada
With Distributor
October 12 - 15
PEI-NACS
Atlanta, GA
Exhibiting
2013 Marketing Initiatives
14. 2013 Trade Shows - WPMA
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2013 Marketing Initiatives
14. 2013 Trade Shows - PEI/NACS Show (Booth 4233)
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2013 Marketing Initiatives
15. 2013 OPW Co-op Program
• Designed to strengthen your
marketing efforts by paying a portion
of pre-approved marketing and
advertising dollars.
• OPW will support co-op marketing
activities at 50% of the cost, up to 1%
of previous calendar year’s total net
shipments from OPW.
• OPW Maximum
Reinbursement:$15,000 per year.
$5,000 per quarter.
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