MARKET CONCEPT AND SALES SUPPORT FOR DISTRIBUTORS AND PARTNERS

Transcription

1 FOR DISTRIBUTORS AND PARTNERS

2 TABLE OF CONTENTS THE FIFTH P... 3 Unified strength... 3 Your strength... 3 Dafo s strength... 3 THE IMPORTANCE OF A DISTINCT AND COMMON PROFILE. 4 Our values... 4 Our logo... 5 Our trademark - the flame... 5 Our decorative elements - the Bodoni line... 5 Our device... 5 Our profile colours... 6 Our typography... 6 How we use logos and company names... 6 BUSINESS SUPPORT... 7 Quality... 7 Statistics and prices... 7 SALES... 8 Joint visits... 8 Customer seminars and customer events... 8 Quotation templates... 8 TRADE FAIRS AND EXHIBITIONS... 9 Posters WEBSITE Dafo's website PRODUCT SHEETS, PRICE LISTS AND BROCHURES Price book ADVERTISING Advertisements Direct advertising, newsletters and group s Press releases and text advertisements COMPANY PRESENTATION Brochure and PDF documents PowerPoint Future ambitions -Website GIFTS AND GIVEAWAYS Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 2 av 16

3 THE FIFTH P Product, Place, Price and Personnel are the four important Ps. We must have the right Product at the right Price delivered in Place on time, and have knowledgeable and service-minded Personnel. Both Dafo and its partners work on this basis every single day. Failure in respect of any one of these Ps means business will be lost or become unprofitable. But we mustn't forget the fifth P, Promotion, i.e. marketing. There's a lot that can be done in this area and a lot we can do together. Working together strengthens each of us and gives us unified market strength. Unified strength Using the same marketing ideas and tools will enhance our efficiency. Being able to reuse the same product sheets, images, advertisements or websites saves us a great deal of time and money. All of us have some bright idea or winning concept as well. There's a lot to be gained by pooling our resources and using each other's ideas. Our combined knowledge and unified strength benefits us all. Many of our competitors are of bigger size, with a presence in multiple locations, or own the entire chain from manufacturer to end-customer. region. You have the capability to develop business activities. As a distributor, you probably aim to be the leading fire protection company in your region, with the best expertise, the widest selection of products and services, and the best service. Dafo s strength Our aim is to provide the market's best product portfolio the widest selection, products in different price ranges and, above all, high-quality and technologically advanced products. Dafo also aims to provide specialist competence instructions, information letters, technical support, quotation support and advice over the phone. Our responsibility extends far beyond our product selection. We prioritise sales support aimed at increasing sales and expanding our market. While entering into contracts is the single most important action to increase sales, the package needs to contain a wide selection of activities and sales tools. This document provides guidelines to set out how Dafo and Distributors can work together to ensure success. We might be more capable and better than our industry colleagues, but that's not enough. We must be identified to be these things. Customers must perceive us as a better and stronger alternative. This requires unified and coordinated initiatives. Your strength As a distributor, you have market knowledge. You have the customer contacts. You know the companies in the Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 3 av 16

4 THE IMPORTANCE OF A DISTINCT AND COMMON PROFILE In association with our distributors, we want to provide a common market concept to the world. We aim to be the most instantly recognisable fire protection supplier and to be associated with positive values, making us a natural first choice for the customer. Our graphic profile is what we show. A well-designed, stylish and consistent profile creates a common identity. Our aim is for all distributors to use the same profile in their marketing, which means they benefit from our brand, and at the same time they help to market and strengthen the brand. Many distributors have a strong profile of their own. Clearly, this will be retained and enhanced. We want Dafo to be used and highlighted in parallel with the company's own profile and sales concept. Some distributors work with their own logo, while others opt to work under the Dafo logo. Our values Our values describe how we want to be perceived. They are keys to successful marketing and the way we perceive ourselves when used in the right way. We communicate our values through images, language, colours and attitude. After meeting us, or reading brochures or visiting our websites, the recipient will have a good feeling for and understanding of what we represent. Innovative INNOVATIVE COMMITTED TRUSTWORTHY EXPERIENCED A high level of technical skills as well as advanced R & D these are two important qualities that enable us to provide solutions which are both effective and take customers' unique requirements into consideration. Committed Just selling fire protection isn't enough; our commitment goes further than that. Advice, project design, installation, training and service are also part of our turnkey customer solutions. Trustworthy Delivering high-quality products that comply with all requirements and standards makes us a trusted supplier. Experienced In many locations around Sweden and within many product areas, we have the most experienced and knowledgeable employees. We can always enhance our expertise via our network of other partners and Dafo's product managers. Our experience is a solid foundation when customers need to choose a partner for fire protection they can trust. Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 4 av 16

5 Our logo Our trademark - the flame We would like our distributors to use the Dafo brand and logo. It can work as a parallel brand to their own logo. On product sheets, advertisements, price lists, vehicles, and in other contexts in which it's appropriate to include the company name, it will be possible to add Dafo brand in connection with the dealer's name. Our trademark is used as a decorative element in our marketing communication. Products, for example, will not be marked with just the flame but with the whole logo. In exceptional cases, e.g. on giveaways, the symbol can be used on its own. Our decorative elements - the Bodoni line This graphic element is intended to be used as decoration in the graphic design. Used in the right way, it can enhance the communication with an instantly recognisable modern and personal touch. Our device The device communicates what we deliver. It describes the sector in which we operate, as well as the fact that we know which solution works best for the customer. Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 5 av 16

6 Our profile colours Our colours are an important part of our identity. The colours have been carefully selected to symbolise the things we want to be associated with, i.e. our values. The primary colour is used in the logo or as a spot colour, and is the colour mainly associated with the brand. Our typography The typography is an important element in a graphic identity. Our typography has been carefully selected to support the logo and create a coherent brand image. In order to enable us to more clearly retain our modern graphic identity, we've selected Praxis and Verdana as typefaces in all communication. PMS 185 PMS Cool Gray 10 CMYK CMYK RGB RGB How we use logos and company names BRAND FIRE HTML Eb0d0d ASKA HTML The secondary colours are used in headers, tint blocks and other graphic elements. They will mainly provide creative space and complement our primary colour. PMS 144 ASH PMS 2602 We will be able to jointly use giveaways, quotation folders, posters and many other marketing tools. So they should only carry a logo or the flame, and not include other contact details. It s easy to add our distributors address and contact details to documents intended for customers, such as product sheets, training materials, price lists, etc. These are printed in small runs on printers or are supplied as PDFs. GLÖD GLOW CMYK RGB HTML E98300 LÅGA FLAME CMYK RGB HTML 57068C We are also able to provide certain marketing tools with the distributor s logo. But the design must be consistent with our profile manual and in most cases Dafo's trademark will be placed parallel with the distributor s logo. It will be possible to obtain the following marketing tools with your logo: - Brochures - Posters - Advertisements - PowerPoint presentations Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 6 av 16

7 BUSINESS SUPPORT Quality We work with safety products which our customers must rely on in a critical situation. This makes quality and reliability particularly important. Many customers demand different types of quality assurance. How we work with quality assurance is available on our website in the form of quality certificates, instructions and certain procedure descriptions. We can also send article lists and prices in Excel. These can be downloaded into your administrative program. This will speed up your work and will save many man hours. We also have several standardised quotation templates which we can provide. Order information Please contact Johan Balstad Statistics and prices We supply purchasing statistics in Excel for distributors. These facilitate your analysis and assessment of the business. Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 7 av 16

8 SALES Running sales operations, and training sales personnel and technicians, require both knowledge and resources. It can also be difficult to find the time and opportunity to carry out certain activities if you are only a small team of sales personnel or technicians. Dafo can provide help, including: Joint visits Make customer visits more effective! We are happy to send one of our specialists or someone familiar with Dafo's wide product range to accompany you. Customer seminars and customer events We are more than happy to participate in organising customer events. These may range from simple breakfast meetings to all-day seminars, with various programme items, e.g. practical demonstrations of extinguishing systems or other extinguishing equipment. These events can be organized on the distributor s premises or by inviting customers to Dafo. Quotation templates You will find quotation templates in Word for most common products on our website. Download the templates and copy the relevant text into your quotations. Order information Please contact: Johan Balstad Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 8 av 16

9 TRADE FAIRS AND EXHIBITIONS Getting noticed is important. Trade fairs and exhibitions provide excellent opportunities to meet new customers. As our competitors also are aware of this there's fierce competition to attract attention. This makes it important to present our message in an effective way. Trade fairs should highlight the exhibitor, the brand and our products and services in a convincing and authentic way. In order to do this, we've developed a trade fair concept which can be used for many different types of trade fair. Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 9 av 16

10 Posters Posters are available for training and sales purposes. We provide sizes up to A2. Trade fair clothes, giveaways, etc. We also use a standard range of giveaways, promotional clothing, etc. at trade fairs. Presentation videos We have a few one-minute videos which can be used for presentations at trade fairs and other customer activities. The videos can be shown on large-screen TVs, websites, YouTube and in PPT presentations. Order information Please contact: Karin Sparring Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 10 av 16

11 WEBSITE A well-planned and easy to navigate website is one of the most important communication channels of today. The website leads customers to the company. It's also an important instrument to promote company identity. A website requires a lot of work and resources to keep it up-to-date and interesting. Future ambitions website support Dafo's website Our aim is to make the industry's most content-rich website. It will also contain detailed information about our products and services, as well as functioning as a digital encyclopedia with facts about fire protection, statutory and regulatory requirements, etc. It can also be used as a practical everyday tool which makes things easier for both our distributor s and end-customers. Dafo's website contains an image bank for downloading images. We can also produce PDFs of product sheets and other documents with the distributor s address. Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 11 av 16

12 PRODUCT SHEETS, PRICE LISTS AND BROCHURES We have an extensive selection of product sheets, information sheets and price lists. We have produced virtually all of these inhouse and they are available in digitally. Price book For brochures and ads it s possible to add the distributor s logo. Order information Please contact: Jeanette Chevalier A good price book makes things easier for both your employees and customers. It's also practical for key account customers to have their own copy of the price book, so they can select and order directly from the price book. Product sheets and information sheets Product sheets and fact sheets provide relevant information about a service, product, standard or similar. There s a uniform design which can be adapted for a distributor. Sales sheets and brochures Brochures are more sales-focused than product sheets. In addition to pure product information, they highlight the needs the product fills and emphasise selling points. They can also contain success stories and similar information. Our sales sheets act as a teaser and a promotional message. The design is the same as in the advertisements. Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 12 av 16

13 ADVERTISING Advertising is a key element of our market activities. Dafo assumes a central role, in order to highlight our business concept and innovations, as well as create the right conditions for the distributor's marketing. Advertisements Dafo uses ongoing advertising to enhance the brand, to make us a first choice. Advertisements are a key element of our company profile. They act as teasers and promotional messages. They can also highlight certain products or act as image advertising to enhance the brand. We have a carefully designed series of profile advertisements that will be published in selected industry and trade publications during Direct advertising, newsletters and group s At regular intervals at least once every quarter we send a newsletter to our customers, normally by . We use direct mail advertising for specific campaigns and we send direct mail to specific recipients. Our aim is to build a common database for group s and mail outs. Press releases and text advertisements We also work continuously to include reports in newspapers/magazines and issue press releases. We also continuously produce product advertisements when we launch new products. All our advertisements can be used by our distributor s in their advertising, and the content can be adjusted or the partner's logo can be added. Order information Please contact: Jeanette Chevalier Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 13 av 16

14 COMPANY PRESENTATION A company presentation is important on first contact with a potential customer. It can also be used in connection with procurements and tendering processes. In many cases, it's also needed in contacts with suppliers and other stakeholders. Brochure and PDF documents Future ambitions -Website All partners have their own presentation page on the Dafo website. Order information Please contact: Jeanette Chevalier We have three brochure templates. One-page company presentations also work well as PDF documents to use when a company presentation is to be sent by . PowerPoint A standardised company presentation is also available in PowerPoint. It's designed in accordance with our PowerPoint template.. Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 14 av 16

15 GIFTS AND GIVEAWAYS We have a wide selection of promotional gifts. It consists of a standardised selection, as well as articles for special promotions or activities. The selection should be associated with the values we represent as far as possible. We will therefore make sure that the selection consists of - Good quality gifts - Gifts of a technical nature - Gifts which convey the feeling of safety and consideration - Gifts which are new and innovative - Gifts with a connection to fire safety and our business Labelling Gifts are labelled with the flame or logo.. Use Certain products are intended for training activities: - Water bottle - Mint pastilles - Pen - Notepad Order information Please contact: Karin Sparring Dokument Marknadskoncept partners internationell eng2 ver P:3 Sid 15 av 16

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