48 th General Meeting MARKETING COMMITTEE BOLOGNA 20 MAY 2014

Transcription

1 48 th General Meeting MARKETING COMMITTEE BOLOGNA 20 MAY

2 ECCA MC Main Mission Statements Increasing the awareness of prepainted metal through targeted marketing programmes Promoting the benefits of prepainted metal through the provision of innovative solutions and with particular emphasis on environmental, cost, quality and design benefits

3 MC deliverables 2014 «Business as usual» Website ECCA Academy ECCA Collection ECCA Calendar Residential Roofing Industry Intelligence National groups support Spring conference FOCUS on: CUSTOMERS EDUCATION : markets and potential users Quality and Sustainability Label promotion Contacts with other associations 3

4 Communication tools

5 Unique Visitors Visits Linear (Visits)

6 Creative Building Collection of high quality buildings made of prepainted metal Primarily dedicated to Architects Currently more than 40 buildings are detailed and illustrated by pictures and drawings 6

7 The ECCA collection - magazine Mailed to : Architects in most European countries Major European architecture schools Major profilers & sandwich panels producers Distribution at customer events and fairs New Cases needed for 2014 edition! 7

8 Creative Roofing For roofing applications Includes : a roof simulator where the visitor can choose its roof type, colour and aspect the 7 benefits to end-users in terms of environmental care, cost effectiveness, thermal insulation, performances... an architect testimony case studies 8

9 The ECCA Calendar New pictures needed for 2015 edition!

10 Support to National groups in 2014 CEE Education and PR activities FRANCE Education activities GERMANY Presence at Euroblech 2014 NETHERLANDS Education and PR activities

11 ECCA Conference May 2014 Bologna - Italy

12 FOCUS on

13 MC - FOCUS ON EDUCATION ACADEMY REGISTRATIONS (cumulative) non-ecca ECCA TOTAL c 13

14 FOCUS ON EDUCATION ECCA Academy (English, French, German and Italian) Module 10 TOOLBOX already includes: Colour measurement guidelines Storage guidelines Choosing the right prepainted metal The Basics of corrosion Customers education on new products/techniques via e-technologies a series of webinars are being planned in collaboration with TC to educate customers and other stakeholders on specific themes

15 MC - FOCUS ON EDUCATION Presentations to students (with support of National Groups) BE: Presentation at Université Libre de Bruxelles (La Cambre- Horta) on 18/3/ students CEE: presentations at universities in Poland, Czech Republic and Slovakia under discussion FR presentations at architecture schools of Rouen / Paris La Villette / Lyon/ Isle d Abeau (Strasbourg and Versailles planned) and partnership with AIAC (Atelier International d Architecture Construite) architecture competition 12 universities NL : 3 Guest Lectures at University of Delft (Architecture) followed by plant visits (1 x ArcelorMittal + Gent / 2x TataSteel + Ijmuiden) and one Guest Lecture at Fontys Hogeschool in Venlo Standard presentation available at Head Office

16 FOCUS ON CUSTOMERS and their Associations Since June 2013, ECCA conferences are open to customers customers of ALL market segments High appreciation from the members about customers involvement October 2013 : Presentation Sustainable Innovation in Coil Coating at IFBS/Pan&Pro congress in Dublin October 2014 : ECCA invited to present the Quality and Sustainability Label at PPA-Europe (the European Association for Panels and Profiles) congress in Treviso

17 FOCUS on ECCA Premium promotion Position as Solid quality label: Conformity to CEN standards (EN 10169/EN 1396/ EN 13523) with strict minimum requirements levels to be met ISO 9001, certifications and a Safety Management System are required Sustainable process and product criteria (emissions, waste, energy usage, no SVHC) Independently audited and certified (by adequately accredited bodies)

18 ECCA Premium promotion Target audiences Service centres / Stockists Direct customers (profilers) Coil coating community Architects / facility owners Building certification schemes (LEED / BREEAM / EcoPlatform)

19 ECCA Premium promotion Logo: add motto reflecting Sustainability Dedicated website on line! ( ) Promotion kit (explaining briefly ECCA quality label) website/members/ social media Webcast Members/Customers/Architects/Service Centres Rules of procedure for co-marketing/co-promotion All members + Customers

20 ECCA Premium promotion Launching ideas Creation of a multilingual leaflet Electronic (multilingual) Paper version distribution with ECCA Collection Mini video for social networks (LINKEDIN / you tube/ ) Press release (national newspapers/architectural media...) Advertising banner for online platforms (Batiweb, Batiactu, Murator, ) + ecca websites + members + other associations + Social Media blogs (e.g. LinkedIn groups CC specialists/ccprepainted metal Documents and videos on SlideShare? APPS for architects? ing campaign : Architects / Service Centres / Customers list of architects in Europe + customers

21 ECCA Premium promotion Advertising Advertising in key magazines per country (min 2 adds/year)" Events Fairs: batimat, bau, budma, made in It, Round table with architects IPO events (architectural awards) Collaboration with selected Associations IPO's Steel/Aluminium associations Architects associations PPA-Europe (the European Association for Panels and Profiles) Other?

22 ECCA Premium promotion Role of ECCA members Talk about the label!!! Commercial literature (description/text will be made available by ECCA Premium) Press release when granted the label Links to ECCA Premium website Etc.

23 Thank you Lindsay ANDREWS - Tata Steel Lenka BALOUSOVA - Metal Trade Comax Milan BELICAK US Steel Kosice Carine BOUICHOU - ArcelorMittal Chantal BRETTON - ArcelorMittal Lars CEDERHORN SSAB Dominique FORT - Akzonobel Anne HEIMES SCHELLER - BASF Almuth JANDEL ECCA Germany Magdalena NILLIUS - SSAB Marc POORTENGA - Akzonobel Michal STASIAK Beckers group Anita VAN STIPHOUT Jack Muller and welcome to Carine BOUICHOU as new chair of the committee and ECCA TEAM

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