Prezentacja programu PowerPoint

[Audio] In this very short presentation, I prepared information about our history and current marketing strategy..

[Audio] To begin with, I would like to quickly tell you our story..

[Audio] The journey begins in the year 1992. This is the year when Norbert Bartkowiak, Maciej Czapliński and Stefan Hamacher founded the company named ela compil. Stefan Hamacher was also the founder and owner of ela-soft and a dozen other related companies..

[Audio] At the beginning, the company offered security systems installation services. Starting from the design of security solutions and ending up with the distribution and implementation of the physical and technical protection systems..

[Audio] Making long story short, the company was focused on the distribution and installation of security features such as vaults, safes, access control, fire protection, CCTV, intrusion systems and so forth..

[Audio] Gradually, the scope of our offer began to focus only on a few areas of specialization, such as: fire protection and of course, thanks to cooperation with ela-soft, also the GEMOS management system. …Which was not the same system that we know today..

[Audio] Let's move quickly into the future. Present day.

[Audio] Moving on to the present day. Thanks to 30 years of experience, we are a company that is a very well recognized brand on the Polish market and beyond. We associate employees who are experts in their fields. Many of them worked with us all their professional lives..

[Audio] We try to bring together people with passion and, above all, professional approach to their duties. Despite so many years on the market, we have always aspired and will always try to be a modern company..

[Audio] This is our current corporate structure. Basically, we are divided into 6 departments..

[Audio] What are we selling? Our offer consists of basically 3 products. GEMOS PSIM, GEMOS ACCESS control system and FPM+ panel. FPM is short for Fire Protection Manager. It is 100% our product, created by our engineers in house - both software and hardware. It is used to control fire protection devices. In combination with GEMOS, it works incredibly efficiently and effectively. At the moment, we only sell it in Poland, but we hope that one day we will also be able to enter the German market and beyond..

[Audio] Last year we had the great pleasure to host Mr. von Resch once again at our headquarters here in Poznań. This time the visit concerned the acquisition of the majority of shares by G-U Group. So since last year we have officially become part of the Gretsch Unitas Group. This makes us very proud and as you may have noticed, we are very eager to affiliate with you..

[Audio] Seizing the opportunity, I just wanted to mention that exactly this year we are celebrating our 30th anniversary. We hope that despite the threat of a return of the pandemic and the current war conflict, we will manage to organize a small celebration for our employees and business partners..

[Audio] And now the reason why we all met today. I would like to say a few words about our current marketing strategy..

[Audio] Starting this year, we decided to change our approach to marketing. We learned from the experience of the coronavirus pandemic and drew conclusions. We believe that the world will not go back to what it used to be. We also see tendencies of less and less interest in physical fairs for example. Which have always been one of the most important points on the marketing roadmap. To simply put it, we focus on content and inbound marketing (digital marketing)..

[Audio] For such model to work, the key is high-quality content. Nobody will prepare professional content better than experts themselves. Each of us has seen advertisements such as – „our product" or „our company" is the best in the world ... but nobody buys it anymore. It is impossible to maintain a similar rhetoric these days..

[Audio] And here is where the magic happens. We are fully equipped with recording equipment. You could say that we have a recording studio here in our office. We also deal with post-production - so at a low cost, we are able to create any necessary material that we need..

[Audio] To justify our approach, I would like to share some statistics with you. As the result of the survey shows, conducted by DemandGen company in 2020, B2B customers (but also B2C) significantly extended the decision-making process. It is extremely important for the producer to create content that will facilitate the customer's decision-making. To make it easier for the customer to make the decision..

[Audio] These surveys results performed by Gartner company, definitely shows how the purchasing process is changing in B2B model. I could show more of these results, but we have no time for that..

[Audio] So! How to meet the changing preferences of the customers? One of the strategies is the AIDA model. AIDA model stands for - Awareness, Interest, Desire, Action. These 4 stages illustrate the process through which a potential customer should be carried out. We believe that marketing activities in this model are a long process. Some people call it a marathon, which I absolutely agree..

[Audio] In this picture you can see the classic sales and marketing funnel. Very similar and matching the AIDA model perfectly..

[Audio] How to measure the effectiveness of the content? There are many marketing platforms available today, that allows you to accurately measure the effectiveness of your activities. We are currently using the GetResponse platform. It is a multi-functional tool..

[Audio] Getresponse can be used for email marketing and marketing automation. It is also a perfect tool to quickly create landing pages, it is also a newsletter creator and you can even host webinars. Where, of course, all saved contacts can be immediately added to the automated newsletter - depending on the selected target group of course..

[Audio] Social Media. They play a very important role in our strategy. But we don't use them to build content there. Someone wise once said, that „you do not build a house on someone else's land". We use social media just as a loudspeaker of some sort.. We use them solley to increase „ TOFU area" and customer awareness. As already mentioned in the AIDA model..

[Audio] So, what are we currently working on? What you see here is basically a design for a dedicated FPM+ website. The website will be dedicated to designers, but not only. On this page, the designer will be able to use our ready-made materials and step by step video tutorials, to help them design fire protection solutions. The platform will be completely free of charge. The only currency the user will have to pay is their data. For example, we will have full control over who, when and what materials were downloaded. To know later what and who was interested in the specific content. On this basis, we will create dedicated vidoes, articules, webinars to maximize the chance of sale. And so on and so forth..

[Audio] Finally, I would like to recommend two books on which we strongly base our current marketing strategy. One is called „They ask, you answer" written by Marcus Sheridan and the other is called „ Buyer personas" by Adelle Revella..

[Audio] Thank you very much for your attention. If you have any questions, I am at your disposal..