hufriedy presentation 7-22-09

Lew Klein- Presentation, 7-24-09

1A- Business Issues & Needs

1B- Marketing Communication Strategies

2- Recent Work

3- Selling: Trade Shows, Customers

http://www.hu-friedy.com/index.aspx


Hu-Friedy is a solid and successful, 100 year old privately held company.

Approximately $120MM in sales.

30 to 40% market share in most product categories.

A leading supplier in dental schools.

Sell through dental supply dealers.

Main competition is from private label companies.

Hu-Friedy is a quiet company; almost too quiet. This is exemplified by its corporate office building, hidden behind a forest of trees on a quiet street in a quiet corner of the northwest side of Chicago. Hu-Friedy is well known in the dental community, but not the community in general. Most people passing by would not know a company in the middle of the city is still manufacturing products on-site, in the U.S.A. What are the benefits of becoming a more “public” company?









Hu-Friedy has great market share. But is it fully capitalizing on high “share-of-wallet” from it’s customers? In other words, are dentists, hygienists, orthodontists etc. buying all their necessary products from Hu-Friedy, or are they “cherry-picking” certain products from other suppliers, and if so, why? How do you increase share-of-wallet of existing customers?









Dental students learn about Hu-Friedy from the get-go. This represents great top-of-mind share from recent graduates. How does Hu-Friedy capture this information (i.e., recent grads) and what marketing devices does it use to contact, retain and grow this customer base?









Dealers and distributors of dental supplies sell competitive products to the same dental offices. In fact, multiple dealers may be selling Hu-Friedy products and a competitive product to the same office. What sales aids/tools does Hu-Friedy use and how effective are they in showcasing the companies features and benefits? Are the dealers promoting their attributes as a supplier over Hu-Friedy’s interests?









Although there are a few large competitors here and abroad, Hu-Friedy’s main competition is from smaller, private label companies that attach their names to specific product categories and sell on price. Hu-Friedy is not the low-cost leader in most cases. What are Hu-Friedy’s sustainable, competitive differentiating factors? Resources? Manufacturing capabilities? Customer service? Industry alignments (ADA, Friend of Hu-Friedy)? Other?


1B- Marcomm Strategies

What pages get the most views, least views and why.

Prioritize layout of dynamic home page based on view findings.

Look at other service providers to speed up load time.

Fix broken links

Add industry alignments (ADA etc.)

Simplify

Website- what working, what’s not working


Visible

Same Information

Opinion Leaders Here

Same as Thought Leaders here


Not Connected

Below Screen

3rd Quarter Promotion repeated here

Orphan modules



Support

• Innovations

Flash 1 Flash 2 Flash 3

• Resources

FAQs

White Papers

MSDS

Brochures

Instrument Care

Articles

CombineDrop-down Menu



Possible look into developing a “Why Hu-Friedy” story connected to reinforcing customer service initiatives. One of the things that sets Hu-Friedy apart from the competition is the way it treats its customers (solid, dependable products, good warranty, free tool sharpening, strong dealer sales base). It might be interesting to tell this story in a step-by-step video commercial developed by a company called VoiceWalk® (www.voicewalk.net). To see an example of a similar video for Walgreens, copy and paste: http://www.voicewalk.net/clients/WALGREENS/Walgreens_dep/Health_Initiative_prj/demo/controller.html

Look into changing the flash modules on a monthly basis as well to retain freshness. Create an annual schedule of changes to make timing and production easier.

Website- Next Steps

http://www.voicewalk.net/clients/WALGREENS/Walgreens_dep/Health_Initiative_prj/demo/controller.html

http://www.voicewalk.net/clients/WALGREENS/Walgreens_dep/Health_Initiative_prj/demo/controller.html



Break customers into categories:

1. Acquisition- never bought from Hu-Friedy before. Present them with a First-Time buyers offer.

2. Active- current customers. No offer, just on-going quarterly promotion reminder, plus new activity at Hu-Friedy.

3. Retention- Customers who have bought before from H-F, but not in the past year. Present them with a Re-Activation offer.

Look at built-in obsolescence of certain tools, tips etc. and life expectancy of perishable and liquid products (e.g., Team Vista™). Send reminders to re-order, sharpen or re-stock liquids.

Send out new product and service emails

Measure results and effectiveness of all email programs.

Email Marketing Campaign



Take a look at the page-view drop-off on a week to week basis when online quarterly promotion is launched. If significant, look at converting to a monthly promotion with less incentives. Possible outcome is that it helps to retain “stickiness” to the web and allows H-F to highlight other new features. Measure results on an on-going basis.

Dental Student Graduation Package

> Congratulations letter from the President of H-F

> Brochures specific to grad’s specialty

> H-F Capabilities brochure

> List of local dealers and 1-800-Number magnet

> $25 gift certificate for first H-F product.

Follow-up and measure results.

Promotions



Hu-Friedy 100th Anniversary Promotion

> Find oldest dental tools, show results on the website. 10 winners receive $100 each.

> Tie to other 100 year anniversaries (i.e., what was happening at the same time in 1909?). Check out www.historyorb.com.

> Invite Mayor Daley to speak and proclaim, “Hu-Friedy Day” (it’s not every day you find a 100 year old company in the city still thriving). Invite top dealers from around the country to the event. Invite local press.

> Produce a limited edition 100th anniversary tool.

> Get Willard Scott to mention company name on the Today Show.

Follow-up and measure results.

Promotions

http://www.historyorb.com/



Collateral Development Consistency

The Hu-Friedy name first, always.

Product name second (do customers know products by brand names?)

Product Photo’s

Features & Benefits- Why is this product different or better than the competition?



Current Collateral

Collateral is inconsistent in look, layout, color and message.



Trade Advertising Meet our competition.

If you’re looking for a company that matches Hu-Friedy’s year’s of quality service or expertise, you’re out of luck. No other company compares to the dedication and artisanship of their craftsman. 100 years in the making and going strong.

Improving Lives Through Better Dentistry




Trade Advertising Theirs

- Made “somewhere” - Unknown quality and material - No warranty - No service.

Ours

- Born in the U.S.A. – Made of the highest quality stainless steel, by hand – One year warranty – Free sharpening – Unmatched customer service – ieonen- ioeuvuneen- oenen oeixioxi soekrhs- ieonen- ioeuvuneen- oenen oeixioxi soekrhs- ieonen- ioeuvuneen- oenen oeixioxi soekrhs- ieonen- ioeuvuneen- oenen oeixioxi soekrhs- ieonen- ioeuvuneen- oenen oeixioxi soekrhs- ieonen-

Improving Lives Through Better Dentistry




Other Marketing Activities Quarterly Newsletter- online and/or print. Hu-News. News of the company, new products, new procedures, etc. Possibly use information gathered from Friends of Hu-Friedy (Hu-Friendly’s?) and Thought Leaders.

Supply dentist’s offices with articles to share with patients. Create P.O.S. holder with H-F name on it. Although the end-user is the patient, dentists and hygienists will appreciate the gesture and remember Hu-Friedy.



Other Marketing Activities In addition to the “Y-Me” campaign, use the Environdent program as a launching pad for Hu-Friedy’s company-wide recycling program. Tie into the city’s recycling program, hand out plastic water bottles and glass coffee mugs to employee’s and guests (with the Environdent name on them). Start a recycled clothing giveaway with the Salvation Army. Contact the Chicago Food Depository and donate food. Tie walking program into money donations for the needy. All good publicity and attention to Environdent, and all for a good cause. Because Hu-Friedy cares.


2- Recent Work

Quill Online Community Strategy Who is our customer and what do they want to see on Quill.com

Determine over-arching “umbrella” for Quill’s online content; what are the categories customers should come to count on?

What content should be in an external newsletter that is “delivered” monthly, as opposed to other content a customer will find on a community “page”?

How should existing content be divided into delivered and found content?

What new content might be relative to our customer audience?

How do we reformat President’s Letters into the President’s blog?

2- Recent Work

Quill Online Community Strategy

> What do Quill customers want to read in a newsletter?

Quill customers want to be informed about ways to make their job easier and their lives more fulfilled. Because their jobs are task orientated, they want to expand their knowledge and learn new skills. Beyond work, they want to be involved with their families and their community. Career opportunities, interesting fun facts and social interaction are key.

2- Recent Work


> Content Delivered: Quill’s E-Newsletter (Pen Pal)

Quill delivers an informational, enlightening and engaging newsletter each and every month right to your computer (via opt-in email). Direct-delivery is what Quill stands for and what we do best. Bringing products, services and now information where you want it and when you need it most.

2- Recent Work


> Content Delivered: Quill’s E-Newsletter (Pen Pal)

Working Savvy- articles and tips about specific work related activities, centered around Quill’s main call-to-action philosophy, “make is faster and simpler”

Ask the Expert- from Quill sales, customer service, merchandising team. From the “Director’s Chair”, outside experts, etc.

Community Involvement- organizations, charities, kids, outreach programs. What Quill is doing in the community.

Career- How to get ahead, training, professional services

News You Can Use- special days of the month, fun facts, etc.

Letter from the Editor- and feedback from readers

Links back to Office Living and Mike’s Blog

Newsletter Content

2- Recent Work


2- Recent Work


> Found Content (Office Living)

Office Living is the homepage and lynch-pin for all of Quill’s online, social networking efforts. It combines fresh content found solely on OL, as well as links to Pen Pal, the President’s Blog and potentially vendor-funded content.

2- Recent Work

Quill Online Community Strategy> Found Content (Office Living)Office Living Content

Supply Cabinet- the latest and greatest products, how to use new products, “fast and simple” product tips.

Healthy Living- diet, exercise, recipes, etc.

Time Out- surveys, polls, quizzes, games.

Vendor’s Corner- vendor supplied advice, video’s, pod casts, etc.

Critic’s Corner- books, movies, articles, etc.

Links to President’s Blog and Pen Pal Reader’s Reply- feedback

2- Recent Work

3- Selling

Trade Shows Trade shows are a great way to meet hundreds of current or potential customers.

It’s a great way to add names to the CRM database and allows salespeople face-to-face interaction with customers.

But just showing up at the location, setting up the booth and standing around while people walk by is a waste of everyone’s time and considerable expense.

3- Selling

Trade Shows Create a “theme” or message for the show. Base it on new product introductions or company initiatives.

Send out invitations prior to the show, letting customers know you will be there, what to look for and where to find the booth. Send them out a month ahead and follow-up a week before the show as a reminder. Have giveaways at the booth if they bring postcard.

Also invite trade press, possibly having a breakfast buffet at the booth before the show (entice by mailing them a coffee mug with a packet of Starbucks). Have marketing personnel introduce new products to them at this time.

3- Selling

Trade Shows Have a clear understanding of everyone’s role at a trade show, and schedule their participation. Marketing personnel are there to show new products, sales people are there to meet customers and set up meetings with buyers.

Collect data from everyone who enters the booth and shows interest in the products.

Take data back to the office, enter it into the CRM database, send a thank you card to everyone who came to the booth, literature to those who asked for it, and supply sales people with names of potential buyers.

Follow-up show with a meeting to determine what worked, what didn’t and adjust accordingly.

hufriedy presentation 7-22-09

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