1. ◦ Agora Marketing: company introduction
◦ HVAC market survey overview
◦ Social media: possibilities/benefits for
HVAC
◦ How to start ?
◦ How can Agora Marketing help ?
3. Specialised
market
research
Tailored to your needs
Database:
Consulting construction
and tracking
◦ Building & construction
◦ Energy & electricity
◦ HVAC
◦ Chemical
◦ Food & Beverage
4. Specialised
market
research
Tailored to your needs
Database:
Consulting construction
and tracking
◦ Research types
Ad hoc
Research project tailored to your needs
New product discovery
Customer satisfaction survey
Multi-client
Market research project, still strongly
adaptable to your needs
Examples
Carpenters study
Food & beverage monitor
◦ Key European markets
Benelux, France, UK, Germany, Spain, Italy,..
5. Specialised
market
research
Tailored to your needs
Database:
Consulting construction
and tracking
◦ Active in niche market sectors since 1987
◦ Small team: fast and flexible
◦ Able to handle complex industrial environments
◦ Face to face, telephone and online surveys
◦ Native language speakers
◦ Technical background
◦ Experienced in social media
6. Specialised
market
research
Tailored to your needs
Database:
Consulting construction
and tracking
If you prefer to execute market research projects in house, Agora can
still be your service partner for specific partial outsourcing:
◦ Advice on questionnaire setup & incentive
◦ Online survey execution
◦ Data processing
◦ Writing of market research report
7. Specialised
market
research
Tailored to your needs
Database:
Consulting construction
and tracking
Database creation & update
We provide up-to-date contact information
Key sectors: chemical, aerospace, food & beverage,
industrial automation, energy, electricity and electronics,
construction.
Basic contact info: address, phone, email
Extra info: specific contact information (for ex: contact info
of facility managers)
Tracking
We provide email campaigns for your products and/or
services with tracking capabilities
Follow-up invitation for your event or seminar
8. Belgian market carpenters
Over 200 interviews conducted
◦ By phone
◦ Online with follow-up by phone
Results
◦ In general
◦ By region (Flanders Brussels en Wallonia)
9. Buying behavior
◦ Decision makers material / brand / supplier
◦ Key buying criteria
◦ Criteria choice of supplier
◦ Purchase channels
Communication media
◦ Desired communication media
◦ Most important journals and fairs
◦ Use of social media for professional purposes
Logistics
◦ Ordering methods
◦ Pickup or delivery
◦ Delivery location
10. Trends
◦ Evolution sales
◦ Evolution profits
◦ Evolution within carpenters market
General information
◦ Annual number of projects / clients
◦ Ratio new constructions / renovation
◦ Ratio residential / non-residential
◦ Ratio type of clients (individuals, companies,
government, …)
◦ Number of employees
11. Most important buying criteria
Quality 68%
Price / quality ratio 43%
Price 35%
Service 25%
Delivery period 23%
Product reliability 21%
Durability 16%
Correct deliveries 13%
Good collaboration 12%
Responding to customer needs 11%
12. Criteria choice of supplier
Service 42%
Wide range of products 38%
Delivery period 32%
Low prices 24%
Knowledge employees 24%
Good reputation 21%
Existing partnership 19%
Location 18%
Personal approach 13%
Friendly employees 11%
14. Use of internet and social media
Website visits 92%
Question/feedback thru website 68%
Consulting on-line forums 31%
Question/feedback thru on-line forums 15%
Use of Facebook 20%
Use of LinkedIn 7%
Use of Twitter 1%
15. Facebook: mostly B2C – little or no use for B2B
LinkedIn: mostly B2B – communities & groups
Twitter: more B2B than B2C – used as message
system of LinkedIn
All other platforms = less important
All social media: strong trend towards mobile
16. 1. Public relations
2. Customer support
3. Market research
4. Brand promotion
5. Consumer education
6. Product development
17. Facebook in B2C, LinkedIn/Twitter in B2B
Direct channel to heart of customers
Push = instant delivery of messages to target group
Identify ‘negative’ messages
Link with website
18. Social media possibilities:
◦ Community of users-interconnect
Facebook (B2C), LinkedIn groups (B2B)
Benefits
◦ Lower costs to get the support
◦ Connected with consumers using same product
19. Test new products
Launch new brands
Analyse consumer trends
Get customer feedback
Benefits:
◦ Get market info at lower cost
◦ Faster
20. For consumer oriented brands (B2C)
Enable social relationship with the brand
Sample possibilities:
◦ Use friend-to-friend promo – viral effect
◦ E-couponing
Facebook/LinkedIn link to web-shop
Social influencers drive sales
21. Excite > Educate > Motivate > Convert
Discussion boards
◦ Groups
◦ ‘Ask the expert’ button
Media-tools:
◦ Images, video, quotes…
Share info for long time
◦ Ideal for complex solutions
22. Market research
◦ Concept testing, …
Community as pool of collective ‘brainpower’
=wisdom of the ‘crowd’
◦ Generate new ideas, ameliorations to products, …
◦ Identify new market opportunities
Can be stimulated with awards, cash prices, …
24. Look what others are doing
See what works – what doesn’t
Custom Facebook Page
25. Define business goals
◦ Brand objectives
◦ Leverage tools, resources
Creative and ‘original’ content
◦ Pages, contests,
◦ Images, words, etc..
◦ Build it with care of the ‘brand’
◦ Links/integration with web-site
26. Work on it 24/7
Inbound / outbound messages (24/7)
◦ Anncouncements, events, recruitment, …
Promotions:
◦ E-coupons
27. Statistics of
◦ nr of users
◦ reactions
◦ blogs,..
Tracking provides you
◦ Insights for new opportunities
◦ Indentify key influencers
◦ Understanding why promo-campaigns work/fail
28. Market research
◦ Market survey Carpenters – available now !
◦ Tailored to your needs
Consulting at start or implementation
Provide starting databases
◦ Help setting up community
◦ E-mails / tracking and follow-up
29. ◦ Facebook Peter Raes
◦ LinkedIn Project Manager
◦ Slideshare peterr@agora.be
◦ Website +32 (0)9 240.10.91
◦ E-mail
◦ Phone-call
Geert Van Boven
General Manager
Agora Marketing nv
geertvb@agora.be
Derbystraat 159
+32 (0)9 240.10.92
9051 Gent