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◦ Agora Marketing: company introduction
◦ HVAC market survey overview
◦ Social media: possibilities/benefits for
  HVAC
◦ How to start ?
◦ How can Agora Marketing help ?
Specialised market research




        Agora Marketing



Consulting             Databases
Specialised
               market
              research



        Tailored to your needs

                            Database:
Consulting                 construction
                           and tracking




                                          ◦   Building & construction
                                          ◦   Energy & electricity
                                          ◦   HVAC
                                          ◦   Chemical
                                          ◦   Food & Beverage
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,..
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
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
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
   Belgian market carpenters

   Over 200 interviews conducted
    ◦ By phone
    ◦ Online with follow-up by phone

   Results
    ◦ In general
    ◦ By region (Flanders  Brussels en Wallonia)
   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
   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
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%
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%
Expected sales evolution
Remain equal                              50%
Increase                                  43%
Decrease                                  7%
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%
   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
1.   Public relations
2.   Customer support
3.   Market research
4.   Brand promotion
5.   Consumer education
6.   Product development
   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
   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
   Test new products
   Launch new brands
   Analyse consumer trends
   Get customer feedback

   Benefits:
    ◦ Get market info at lower cost
    ◦ Faster
   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
   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
   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, …
1.   Learn
2.   Build
3.   Promote
4.   Measure
   Look what others are doing
   See what works – what doesn’t
   Custom Facebook Page
   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
   Work on it 24/7

   Inbound / outbound messages (24/7)
    ◦ Anncouncements, events, recruitment, …

   Promotions:
    ◦ E-coupons
   Statistics of
    ◦ nr of users
    ◦ reactions
    ◦ blogs,..


   Tracking provides you
    ◦ Insights for new opportunities
    ◦ Indentify key influencers
    ◦ Understanding why promo-campaigns work/fail
   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
◦   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

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Presentatie schrijnwerkers

  • 1. ◦ Agora Marketing: company introduction ◦ HVAC market survey overview ◦ Social media: possibilities/benefits for HVAC ◦ How to start ? ◦ How can Agora Marketing help ?
  • 2. Specialised market research Agora Marketing Consulting Databases
  • 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%
  • 13. Expected sales evolution Remain equal 50% Increase 43% Decrease 7%
  • 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, …
  • 23. 1. Learn 2. Build 3. Promote 4. Measure
  • 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