How to Raise Demand Throughout
(very) Long Food Chains
Karen Breen Vogel, President/CEO
ClearGauge
Tuesday, October 24, 2006
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1
Buy Cycle “Food Chain”
Influencers
Message
Performance
“Performance
Ingredient
Ingredient”
Distributor
Product
Converter
Manufacturer
Distributor
Message
Influencers
Consumer
End-User
After
Market
Internet’s Value in the Food Chain
Proactively send and receive messages at all points of the food
chain – from manufacturers to distributors to influencers to end
users – to connect understandings across the chain.
Drive “ingredient” change, enhancements, and discover new uses.
Interactive comparison and two-way dialogue.
Proactively listen in on conversations on the internet and take action
based on those findings.
Influence price and demand based on positive knowledge gained
through end-user feedback about ingredient performance
superiority and key differentiating factors.
Product-Centric & Customer-Centric Sites
Product-centric sites…
Customer-centric sites…
List product features
Discuss benefits and solutions
Talk about why they think they’re great
Include case studies and testimonials in
their customers’ own words
Structure their site by product lines
Structure their site by prospect need and/or
application
Use internal lingo
Write in language visitors understand and
can relate to
Provide only a basic “Contact Us” page
Offer multiple ways for prospects to interact
with them, at various stages of the buy
cycle
Communicate in one direction only
Facilitate a dialogue – between prospect
and company, and increasingly among
users
Process of Website Renovation
& Continuous Improvement
Phase I: Initial Site Renovation
ProductCentric
Site (v1.0)
Identify Key
Segments
& Pain Points
Develop
User-Relevant
Content
Implement
Initial
Site Changes
Establish KPIs &
Metrics for Success
Web Analytics
Phase II:
Continuous
Site
Improvement
CustomerCentric
Site (v2.1,
2.2, etc.)
Usability
Testing
Web Analytics
CustomerCentric
Site (v2.0)
Online
Surveys
Online
Focus
Groups
Landing
Page
Optimization
Thank you
 Karen
Breen Vogel
 ClearGauge
 karen.breenvogel@cleargauge.com
 (312) 423-7616
More data on this topic
available from::
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.6
How to Raise Demand Throughout
(very) Long Food Chains
Holly LaRose-Roenicke, Business
Communication Manager
The Dow Chemical Company
Tuesday, October 24, 2006
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7
About Dow
Dow’s Mission
To constantly improve what
is essential to human progress
by mastering science and
technology.
Dow’s Vision
To be the largest, most profitable,
most respected chemical company
in the world.
Dow UCONTM
“Performance Ingredient” UCONTM
• High performance specialty fluids and lubricants
• Outperform petroleum, animal, and vegetable oils
Key Differentiator
• Sold as a synthetic base stock that can be controlled and
varied to achieve a level of performance not possible with
natural oils and lubricants
UCONTM Applications:
• Hydraulic fluids to quenchants
• Machinery, gear and bearing lubricants to compressor
lubricants
UCONTM Food Chain Channels and Roles
Channel
Role
Raw Material
Supplier Base Stocks
Base Stock
Manufacturing
Formulators and
Blenders
Perform tests to
receive OEM support
Reseller/Distributor
Supply products to
local plants/end user
OEM
Manufactures
Equipment
End User
User of fluid in
equipment
UCONTM Food Chain
• Dow participates as both a synthetic base stock producer and
formulator in the chain.
OEM
Institutional
End User
Chemical Synthetic
Base Stock Producers
Lubricant
Formulators
Additive
Supplier
Databases
Industrial
End User
Marketers
Retail Consumer
Jobbers/Local
Distributors
Message
Message
Mineral Base Oil
Refiners
Internet’s Value to UCONTM Food Chain
• Only channel that creates a two-way exchange between UCONTM
and end-user and all points in between.
• Internet creates the ability to discover new uses and applications
for UCONTM fluids and lubricants and base stocks.
• Benchmarking against key competitors.
• Emergence of online databases allows for an interactive
comparison UCONTM and competing ingredients.
• Ability to actively engage all parts of the food chain, provide
relevant messaging, and measure activities.
Case Study: UCONTM Program Overview
Program Goal
•
Create customer-centricity on the
UCONTM website and tactics to
recruit and qualify prospects.
UCONTM’s Objective
•
Drive more qualified leads through
online lead generation tactics to
support overarching annual and
long-term revenue goals.
UCONTM Program Demand Tactics
Paid Search Marketing
•
•
•
•
Keyword research and selection
Search Engine Selection and Placement
Relevant, timely messaging
Optimization
Non-Search Media
•
•
•
Relevant, targeted online media venues
Timely placements and messages
Awareness building to all parts of chain
UCONTM Paid Search Engine Marketing
Keyword List Selection Strategy
•
Selection of key words that encompassed all points of the buy cycle and were meaningful to
all parts of the food chain.
UCONTM
Awareness
Purchase
Buy
Cycle
Desire
Consideration
Keywords
OEM
Additive
Supplier
Institutional
End User
Lubricant
Formulators
Industrial
End User
Marketers
Consumer
End User
Jobbers/Local
Distributors
UCONTM Vertical and Horizontal Search
“Biolubricant” ranked first on
both Business.com and
Google.
Preliminary Results
Page Views by Campaign
• Early analysis showed that
UCONTM was not reaching
their entire market. Expanded
search program globally to
reach more of their relevant
prospect base.
• Ongoing analysis of keyword
terms and search venue to
determine best performing
terms and placements to
allow for greater program
optimization.
Business
.com
Yahoo
Google US
Google
China
Google Japan
Google
Korea
Total
Page Views
3,160
4,912
5,256
633
122
75
14,158
Cost
$1,995
$2,015
$2,010
$1,631
$702
$145
$8,498
CPPV
$0.63
$0.41
$0.38
$2.58
$5.75
$1.93
$0.60
Google
China
Google Japan
Google
Korea
Total
Clickthroughs by Campaign
Business
.com
Business
.com
Yahoo
Google US
Clicks
1,723
3,395
2,920
473
104
51
8,666
CPC
$1.16
$0.59
$0.69
$3.45
$6.75
$2.85
$0.98
Visits by Campaign
Business
.com
Yahoo
Google US
Google
China
Google Japan
Google
Korea
Total
Visits
1,279
2,719
2,335
447
96
44
6,920
CPV
$1.56
$0.74
$0.86
$1.57
$7.31
$3.30
$1.23
Visits Entered Highly Valued Activity (HVA) Forms
Request a Sample
How to
Purchase
General
Information
Total
17
43
69
129
Visits Completed Highly Valued Activity Forms
Request a Sample
How to
Purchase
General
Information
Total
4
3
2
9
Venue
Entered
HVA
Completed
HVA
Conversion
Rate
Business.com
52
4
7.69%
Google US
36
2
5.56%
Google China
2
0
0.00%
Google Japan
0
0
0.00%
Google Korea
0
0
0.00%
Yahoo!
31
3
9.68%
Other
8
0
0.00%
Thank you
More data on this topic
available from::
Holly LaRose-Roenicke
The Dow Chemical Company
hmlarose-roenicke@dow.com
(989) 638-7703
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.18
DuPont and E-Business
GARY SPANGLER
E-Business Leader Electronic &
Communications Technology
Tuesday, October 24, 2006
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19
20
About DuPont
$26.6 Billion Revenue in
2005.
Our Vision
To be the world's most
dynamic science company,
creating sustainable
solutions essential to a
better, safer and healthier
life for people everywhere.
Our Mission
To achieve sustainable
growth, which is defined as
increasing shareholder and
societal value while
decreasing the company's
environmental footprint.
DuPont
Safety &
Protection
DuPont
Electronic &
Communication
Technologies
DuPont
Performance
Materials
DuPont
Coatings
& Color
Technologies
DuPont
Agriculture &
Nutrition
DuPont
Bio-Based
Materials
21
E-Marketing Essentials
Attracting inquiries and
generating qualified leads.
Engaging prospects through
online interaction (calls to
action) that solves problems
and stimulates possibilities.
Nurturing prospects and
customers through permission
and opt-in.
Activating promoters.
Web as Marketing Anchor
22
DuPont - Limited Combustible Cables
“Performance Ingredient” – Certified Limited Cables
Data communications cables that significantly reduce
the amount of smoke.
Key Differentiator
The only data communications cabling available that
can reduce the amount of smoke by up to 20 times
less in the event of a fire.
23
DuPont LCC Food Chain
h
DuPont LCC
DuPont LCC
Regulators
Cable
Manufacturer
Converter
Regulators
Target Specifiers
Distributor/
Marketers
Healthcare End
User
Educational
End User
Financial
End User
Message
Message
Target Specifiers
24
Internet Value: Reaching Out to
Conversationalists
Monitor online conversations Good and Bad
Share of Voice
Create website content and
landing pages which addresses
online discussions.
Create SEM initiative inviting
visitors to your content through
relevant keywords.
Use advertising to address
conversation (influencer)
interests.
A
A
Sentiment
MotiveMetersm
Love
30000
Happy
25000
Excited
20000
Relaxed
Anticipation
15000
10000
5000
W orried
Inspired
0
M
Offer opt-ins (email and RSS).
Stressed
Frustrated
Sadness
Angry
Hate
Add voice to the conversation.
Motive Quest,
www.motivequest.com
25
Interactive Relationships: Inquiry to Close
E-Marketing Invitation
(E.g. Search Engine
Marketing)
Nurture Relationship
E-Mail Marketing
Personnel
Personnel
Personnel
e
Website “Self Service”
Call Center
Inside Sales
Customer Service
Technical Service
Opportunity Management
Sales and Technical
Nurture Relationship
E-Mail Marketing
Personnel
26
Importance of Search
84% of adult Internet users
have used search engines to
help them find information.
Different parts of the food
chain actively use search
engines to find solutions to a
pain point, creating an
opportunity for “performance
ingredient” manufacturers to
actively message to their
needs .
The best marketers
understand how to reach the
different parts of the food
chain using search.
Source:WOMMA Wombat 2, San Francisco, 2006, converseon.com
27
Dupont LCC 2005 Pilot
Long List of Keywords
• Problems and Products
• 565 for Cabling
Targeted Invitation (message and audiences)
Relevant Web Landing Pages
Specific and Measurable Calls to Action
Opt-in for Permission-based E-Mail Nurturing
28
LCC Pilot 2005 - Increase Interest
4X Increase in Online
Inquiries
Volume of Inquiries
• 80% to phone vs. form
Learning
29
Cost Vs. Traditional Marketing
Relative Cost for Marketing Channels
Online Vs.
• Print Ad
• Trade Show
Trade Ad
Online
Trade Show
30
Dupont LCC 2006 Program
Focus on Dupont LCC Abandoned Cable Service offering
• Bldg. Owners
• Commercial Property Mgnt
Generate Leads for Audit
• Website Revamp for Abandoned Cable specific content and offers
• Revised Keyword Strategy
• SEO/PPC Search Programs
• Vertical Online Media
• More Robust Tracking/Reporting/KPI
• Email program to Opt-in List
31
Dupont LCC 2006 Program
Keywords
Metrics Funnel
Audience
Landing Page
Site Optimization
E-Mail Nurturing
Calls to Action, Highly Valued
Activities
Metrics
Tied to Sales (Proxy metric)
$
32
33
Example Offer Map/Decision Tree
34
August 2006
Clickthroughs by Campaign
Paid Search
Conversions
Business.com
Google
Non-Search Media
Yahoo!
American School &
Hospitality (FacMgmnt)
Email
Buildings.com Building Ops
(BLDG)
Mgmt (BOM)
CIRE
Today's
Lower Your Nat'l Safety
Facility Mgr
Liability
Month
(TFM)
Opt-in
Welcome
Abandoned
Cable
Promo
Clickthroughs
301
6,248
3,516
13
190
190
18
38
0
3
1
204
Engine
243
6,612
3,039
NA
NA
NA
NA
NA
NA
NA
NA
NA
Difference
-58
364
-477
NA
NA
NA
NA
NA
NA
NA
NA
NA
Cost
$354
$3,183
$1,132
$900
$3,210
$2,962
$495
$2,300
$0
$0
$0
$700
CPC
$1.17
$0.51
$0.32
$69.23
$16.90
$15.59
$27.50
$60.53
$0.00
$0.00
$0.00
$3.43
Opt-in
Welcome
Abandoned
Cable
Promo
Visits by Campaign
84.19%
Clicks
CPV
American School &
Hospitality (FacMgmnt)
Buildings.com Building Ops
(BLDG)
Mgmt (BOM)
CIRE
Today's
Lower Your Nat'l Safety
Facility Mgr
Liability
Month
(TFM)
Business.com
Google
Yahoo!
250
5,332
2,918
5
157
163
18
25
0
4
1
154
$1.41
$0.60
$0.39
$180.00
$20.45
$18.17
$27.50
$92.00
$0.00
$0.00
$0.00
$4.55
Visits Entered Highly Valued Activity (HVA) Forms
2.63%
Abandoned Burn Video
Cable Opt In Registration
Visits
Conversion
Contact Us
Request an
Assessment
Total
2
NA
93
142
237
0.02%
NA
1.03%
1.57%
2.63%
Visits Completed Highly Valued Activity Forms
10.13%
Abandoned Burn Video
Cable Opt In Registration
Visits
Conversion
Contact Us
Request
Assessment
Total
1
NA
14
9
24
50.00%
NA
15.05%
6.34%
10.13%
Cost per Weighted Business Value Point
May-August, 2006
Media spend divided by points equals the cost per business value point (overall weighted
pipeline creation).
35
36
Observations & Recommendations
Baseline established; seasonal adjustments may be necessary
Search Media – lowest cost traffic
Non-search media more costly but offers awareness
Opt-in email best conversion rate of all contact forms on site
Recommendations:
•
Optimize online media to increase efficiency
•
Increase opt-ins/develop e-alerts
Conversion Rate improvement needed
•
Improve “Request an Assessment” conversion
• Prominence of offer
• Landing Page isolation
• Example assessment screenshot
• Less contact info required
• Consider discount or other incentive
•
SEO – Expand terms for better match to search volumes
Thank you
 Gary
Spangler
 DuPont
 gary.spangler@usa.dupont.com
 (302) 999-2670
More data on this topic
available from::
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.37