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Slide 1: CEUR Sep / Oct / Nov 2008
Slide 2: Podemos Q3 & Q4 2008: Combined & coordinated activities of… • Existing customers • Press • Advertisings • VARs • VADs • CP Secure DE • CP Secure Asia: Webmaster 2
Slide 3: Time Bar Affiliate Marketing Case Study IT-Administrator AD ITAdministrator AD IX AD LANline AD <kes> September Online banner IT-Administrator Roadshow in Munich October Roadshow in Berlin Roadshow in Frankfurt November Roadshow in Hamburg Roadshow in Mönchengladbach Roadshow in Hamburg Press Release/ Flyer/ Invitation 3
Slide 4: Discounts Customer Customers Webinars Case studies Print / Online ads Roadshow Post cards / Poster Google Adwords Marcom local language Homepage local language Affiliate program Reseller Landing page Press releases Distributor Reseller promo kit 4
Slide 5: Focus on the customer Increase of the visibility to the customer Interest customers in “Try & Buy” (TnB) Customer Partners follow up the TnB TnB turns into revenue Experience: 8.x of 10 accompanied evaluation units are getting bought! 5
Slide 6: Customers Win Customers Recommendation of an existing customer Potential buyer orders an evaluation unit Customers  One month maintenance for one Appliance/ filled test form  Additional two months in case the other customer buys 6
Slide 7: Case Studies Customers trust other customers feedback more than traditional advertising Publicized in the most important Case Studies it-administrator magazines Three case studies per quarter Publicized in the magazine „IT-Business“ Publicized in the magazine „IT-Administrator“ 7
Slide 8: Post cards / Poster / Flyer Flyer • For customers and partners regarding TnB Poster • For the minding of our VADs and VARs Post cards • In combination with email marketing draft and phone script Post cards 8
Slide 9: Press work Publication of… • Newsletters • Press releases Press work • Case studies • Product tests & -comparisons • Market overviews • Whitepapers • Addresses administrators, management, reseller, distributors and other customers  Increase of the visibility 9
Slide 10: Print Ads 4 advertisings á 1/3 page in the most important it-magazines in September and October 2008 Print Ads 1 banner and 1 sponsored link in the online edition of IT-Administrator in September 2008 (bundle) Magazines: IT-Administrator, LANline, iX, kes Fancy advertising & banner on TnB Branding, generates requests for TnB, Leads Target group: Administrators, IT Managers 10
Slide 11: Magazine “iX” • Print run of 48.000 copies • Readers are about 80% administrators Print ads • Ordinary price for 1/3 page: …,-€ • Special price for: …,-€ • Publication planned for September 2008  One month before Systems, Munich 11
Slide 12: Magazine “IT-Administrator” • Print run of 10.000 copies • Readers are nearly 100% administrators • Ordinary costs for 1/3 page: …,- € Print ads • Publication planned for September 2008  Addresses administrators with budget left  In addition: Banner in the online magazine in September 2008 + 1 month sponsored link • Ordinary online costs: …,- € Special bundle price: …,- € instead of …,- €, bundle price: discount of 35% 12
Slide 13: Magazine “kes” • Print run of 13.000 copies • Readers are about 90% administrators Print ads • Ordinary price for 1/3 page: …,- € • Special price: …,-€ • Publication planned for October 2008  Magazines for free at Systems, Munich 13
Slide 14: Magazine “LANline” • Print run of 51.000 copies • Readers are about 90% administrators Print ads • Ordinary costs for 1/3 page: …,- € • Special price: …,-€ • Publication planned for October 2008  Magazines for free at Systems, Munich 14
Slide 15: Print Ad Intention: • Administrators love their appliances • Reasons: extreme stability & reliability • Too great to leave them in the “dark server room” Including… • Features • Link to the landing page • Code  Follow up 15
Slide 16: Partner catalogue Catalogue PC Ware Q2/2008: Including… • Intention of CP Secure • Historical background of CP Secure • Features • Partner specific product line overview 16
Slide 17: Flyer Including… • Features of the appliances • Graphic: Integration in the network • Benefits of stream-based scanning • Overview of the appliances • Invitation to the events “ADMINs LIEBLING Tour 2008” • Cover: same picture as in the advertisings  brand recognition • Contact 17
Slide 18: Existing customers Promotion “Customers win customers”  very attractive offering Existing customers Employees talk to existing customers to become reference customers via phone, email, visit or speaker slot Allowance to use their logo on our homepage, in our presentations etc. 18
Slide 19: Existing VARs & VADs Promotion VAR MDF, additionally to the VAD MDF >50k  1%, >100k  1,5% (purchase at VAD) Existing VARs & VADs Promotion CSG 300 and CSG 1500 with 40% off list price for VARs Partners send newsletters and flyers on TnB to their customers, call important customers Promotion for “Podemos” added to their homepages Addressing of “Podemos” during meetings “Business breakfasts”, slides & hands on Presales during evaluation 19
Slide 20: P Promo Kit (for partners) Email draft on TnB Phone script Press release draft Promo Kit Localized channel guide Localized data sheets Localized presentation about the company Local case studies of existing customers Local webinar Post card Poster 20
Slide 21: Homepage local language People prefer to talk, read and hear information in the local language Homepage local language Content is easier to understand Local visitors feel more comfortable Local visitors spend more time on the homepage Local surveys Local activities Local promotions Local case studies Expected by customers and partners! 21
Slide 22: Landing page Landing page Customer registers  call follows Link to registration landing page in every email, newsletter, bill, etc. Including… • all information regarding TnB • a fancy graphic & a luring text • a form to fill out, contact details 22
Slide 23: Discounts for customers 15% off list price of a CSG for customers after participation at the promotion TnB Discounts 15% off list price of a CSG for GOV, EDU, health care and case study 20% off list price of a CSG at the best that the customer replaces a product of a competitor with a CSG (Prove: no Open Source) No discount accumulation 23
Slide 24: Roadshow Event to persuade prospective customers of the products of CP Secure in a nice atmosphere Introduction of CP Secure Roadshow Technical introduction of a CSG Hands on training for customers Business breakfast @ VARs Invitation of existing customers to tell the audience their experiences with the CSGs Planned to use the VADs and VARs facilities in Hamburg, Berlin, Frankfurt, Munich or Monchengladbach 24
Slide 25: Affiliate program • Banners regarding “Podemos” on different homepages, bulletin boards and blogs • Podemos addresses a wider customer range Affiliate program • Procedure: - Customers read/ click the banner - Link to the landing page a TnB - They fill out a registration form and get call from CP Secure DACH regarding  Banner service is free of costs. Only if a CSG Appliance gets sold, we have to pay for the affiliate service (pay per sale: EUR …,-/unit) 25 :
Slide 26: Marcom local language Data sheets Local case studies Flyer Marcom local language Poster Post card Channel guide Emailing draft Telesales script Free of cost whitepapers at online magazines PPT-Presentation about the company Newsletter etc. 26
Slide 27: Podemos: Resources Existing customers Press (channel- and admin magazines) Ads (online & print) Resources VARs VADs CP Secure DE CP Secure Asia: webmaster This never seen before combination and coordination of activities will increase the visibility, branding, pull from the market as well as the market share for CP Secure. 27
Slide 28: Thank you very much for your attention!