How to Raise Demand Throughout very Long Food

How to Raise Demand Throughout (very) Long Food Chains Karen Breen Vogel, President/CEO Clear. Gauge Tuesday, November 14, 2006 More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 1

Buy Cycle “Food Chain” Influencers Message Performance Customized Ingredient Value Proposition Distributor Product Converter Manufacturer Distributor Message Influencers Consumer End-User After Market

Internet’s Value in the Food Chain Proactively send and receive messages at all points of the food chain – from manufacturers to distributors to specifiers to influencers to end users – to connect understandings across the chain. Drive application change, enhancements, and discover new uses. Proactively listen in on conversations on the internet and take action based on those findings. Influence price and demand based on positive knowledge gained through end-user feedback about application performance superiority and key differentiating factors.

Thank you Ø Karen Breen Vogel Ø Clear. Gauge Ø karen. breenvogel@cleargauge. com Ø (312) 423 -7616 More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 4

How to Raise Demand Throughout (Very) Long Food Chains Fred Sitter, Marketing Director Duro-Last Roofing Tuesday, November 14, 2006 More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 5

Duro-Last Roofing, Inc. Product Description Single-ply roofing system using a proprietary thermoplastic roofing membrane Key Differentiators Custom, pre-fabricated roofing systems manufactured to the exact specifications of each roofing project Complete system, delivered to the jobsite with all necessary components and accessories required for installation Applications Flat and low-sloped, commercial, industrial, and institutional roofs

Duro-Last Roofing Food Chain Specifiers (e. g. Architects); Local Regs; Trends (e. g. Sustainability); etc. Message Duro-Last Building Owners Contractors Message Facility Managers Specifiers (e. g. Architects); Local Regs; Trends (e. g. Sustainability); etc.

Duro-Last Case Study Objectives: To better understand the effectiveness of investments in our website and Internet outreach efforts. To drive qualified leads through online lead generation tactics, and track and optimize their interactions.

Duro-Last Roofing Demand Tactics Paid Search Marketing Keyword research, selection, and placement Relevant, timely messaging Online Media E-newsletter sponsorships and banner ads Web Analytics Website Tracking and Reporting Architecture Reporting for greater decision making and business value determination Optimization

Duro-Last Paid Search Engine Marketing Keyword List Selection Strategy - Selection of keywords that encompassed all points of the buy cycle, were meaningful to all parts of the food chain, and expanded to reach our key growth segments. Specifiers / Architects Buy Cycle Specify Contractors Awareness Purchase Consideration - Code compliant roof - Roof Consultants Institute - ASTM - Roofing contractor training - Become a Duro-Last contractor - Complete roofing system Keywords Segments Building Owners Facility Managers - Reduce building energy costs - Long-term durability - Precision-fabricated roof - Leaky roof - Quick roof installation - Metal roof retrofit

Duro-Last Horizontal and Vertical Paid Search Important Buy Cycle keywords rank highly on Google and Business. com

Driving to the Right Content

More Vertical Search for Key Segment

Newsletter Sponsorship • Very targeted e-mail sponsorship that reaches 50 K facility managers, owners and other building industry professionals • Determine ROI by tracking the reference source

Keyword Group Performance Tracking Sub-Row: Visited Contact Us Form Campaign Visits % of All Visits 1. DLR Google Duro-Last 103 34. 80% 0. 29% 2. DLR Yahoo Duro-Last 21 7. 09% 0. 06% 3. DLR Google Flat or Low-Sloped Roof 17 5. 74% 0. 05% 4. DLR Yahoo Metal Retrofit Roofing 16 5. 41% 0. 04% 5. DLR Yahoo Roofing Materials 14 4. 73% 0. 04% 6. DLR Google Single-Ply Roofing 13 4. 39% 0. 04% 7. DLR Google Roofing Materials 13 4. 39% 0. 04% 8. DLR Google Roofing System 13 4. 39% 9. DLR Buscom Construction 11 3. 72% 1 0. DLR Yahoo Roofing System 10 3. 38% Early data is showing which media placements and 0. 04% keyword groups are driving 0. 03% the most visits. 0. 03%

Highly Valued Activity Tracking Business. com – Completed Forms Step 1: Track our highly valued activities from each media venue. Google – Completed Forms Step 2: Determine the cost per highly valued activity.

Scenario and Campaign Tracking

Preliminary Results • Determine qualified lead flow activity. • Understand the effectiveness of our investments.

Thank you Ø Fred Sitter Ø Duro-Last Roofing, Inc. Ø (800) 248 -0280 Ø fsitter@duro-last. com More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 19

How to Raise Demand Throughout (Very) Long Food Chains Greg Hachtel, Marketing & Promotions Manager Siemens Energy & Automation, Inc. Tuesday, November 14, 2006 More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 20

Siemens Energy & Automation, Inc. PROFINET 11/14/2006 | 21

Siemens Energy & Automation, Inc. Case Study: PROFINET Program Overview Program Goal - Build an online measurable marketing program to drive adoption of PROFINET in the U. S. PROFINET’s Objectives - Create segment-specific messaging - Build Brand awareness - Address myths about PROFINET - Generate interest - Educate the marketplace - Understand customer/prospect behavior - Build the sales lead pipeline - Measure Marketing spend 11/14/2006 | 22

Siemens Energy & Automation, Inc. PROFINET Food Chain Consultants and PROFIBUS Trade Organization Message PROFINET Distributors OEM System Integrators End User Message Consultants and PROFIBUS Trade Organization 11/14/2006 | 23

Siemens Energy & Automation, Inc. PROFINET Paid Search Engine Marketing Keyword List Selection Strategy - Word selection encompassed all points of the buy cycle and were meaningful to all parts of the food chain. - Keyword value scoring was built to place weighted value on user engagement activities (click, page views/visit, highly valued activities) for greater optimization. - Final list of keywords was reduced from 5, 000 to 300 of the best performing terms. Engineers Awareness Purchase Segments Consideration Trial Desire PLC Ladder Logic Bottling IT Plant Managers Keywords Protocol TCP/IP Action Based Costing Inventory Management 11/14/2006 | 24

Siemens Energy & Automation, Inc. Online Media Strategy 11/14/2006 | 25

Siemens Energy & Automation, Inc. Target Segment Landing Page Strategy Target group: Technical Management • Here we see manufacturing related functions (plant, manufacturing, maintenance management). • They are Siemens‘ traditional partners in automation • They are interested to integrate their special requirements into the company‘s data integration. Target group: Technical Specialists • Specialists have the same basic shop floor orientation as their management. • Furthermore they are strongly interested in technical details. Benefit: • Open to other manufacturers • Use of existing know-how (engineering) • Faster from planning to operation (Easy Engineering - Reduction of engineering costs) • Reduction of maintenance costs (installation and operation) • Optimized production • Highly flexible, adaptive, easy to reconfigure productions systems Key message: PROFINET - reduce network complexity and enable plant wide interoperability Offers: • Case Studies / References • White Papers • “IT-Buddy” L-n-L’s • Training On • Component Editor • Webinars • Demo Simatic i. MAP • Newsletter • Contact 11/14/2006 | 26

Siemens Energy & Automation, Inc. Engineer Specific Offers Engineer Specific Benefit Messaging 11/14/2006 | 27

Siemens Energy & Automation, Inc. Buy Cycle Offerings Featured offerings specific to parts of the buy cycle and/or key segment. Awareness Offer 11/14/2006 | 28

Siemens Energy & Automation, Inc. Keyword Referrals by Segment Key Segments search on terms relevant to their roles within the organization. Engineers IT Plant Managers 11/14/2006 | 29

Siemens Energy & Automation, Inc. Siemens Analytics 11/14/2006 | 30

Siemens Energy & Automation, Inc. Contact Form Funnel Track the number of visitors that fill out a contact form by segment, and look at the pages they visit in the site after they filled out a form to understand pages and content of interest. 11/14/2006 | 31

Siemens Energy & Automation, Inc. Results Generate Interest. Educate marketplace. Understand customer/prospect behavior. Measure Marketing spend. Build Sales Lead Pipeline. 11/14/2006 | 32

Thank you Greg Hachtel Siemens Energy & Automation, Inc. (770) 871 -3906 greg. hachtel@siemens. com More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 33