Vertical Markets Distributor Salesperson Training Presented by: Your Name HERE ULT Marketing © Universal Lighting Technologies | 1
What are Vertical Markets? Helping Identify Opportunities for Market Growth A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession or other group of customers with specialized needs. The participants in a vertical market seek to solve the same or similar problems with overlapping focuses of the products and services that are provided to the customer. Vertical markets organize business based on their specialized needs. © Universal Lighting Technologies | 2
Common Lighting Vertical Markets Energy Intelligence. . . For Every Segment Application There a number of vertical markets in the lighting industry. A few common vertical markets are listed above. Don’t be limited to just this list. If you have local or regional vertical markets consider going after these target opportunities. The key is to relate the product solution to the segment’s challenges in a way that the decision maker finds meaningful. Package Universal products with your other product lines to offer the customer a complete solution. © Universal Lighting Technologies | 3
The Appeal of Vertical Segments For a Distributor. . . For a Contractor. . . q Potential to identify new market opportunities for growth. Penetrate a new market, develop new customers, increase market share and enhance revenue potential through incremental business opportunities. For a Universal distributor the appeal of a vertical market resides in the benefit of new incremental business, revenue, margin and ultimately more commission. q Packaging Universal into what they already specialize in. For example, its not uncommon for a contractor to have the “in” already with a large hospital and when the hospital calls the contractor responds. Present Universal product information so the contractor has what they need when they are meeting with the end users. q Credibility and Insight. Having knowledge about the market and about the issues within that market, helps you to bring more insight to your customers so that you become an integral part of their overall solution as a trusted advisor. q Offer a more complete solution. Can you take Universal into this opportunity to make a more complete solution for your customer? Fold Universal products into projects you are already writing. A more complete solution will mean your customer is more willing to engage, and a stronger relationship when the right opportunity comes along – you are there! © Universal Lighting Technologies q Being informed about changing energy requirements. Contractors get questions about how to meet the changing energy requirements and standards. Facility managers want to know about sustainability goals, and the changing energy requirements. Universal’s products help meet the new standards. They are CEE and NEMA Premium compliant. q Improve efficiency and productivity. Save time and money on your construction project with the right Universal replacement products when you need them. | 4
A Common Solution for All » A common theme among all vertical markets will be the fact that energy efficient lighting and controls are on everyone’s mind. » States are adopting ASHRAE and other regulations promoting controls &/or dimming. » With code requirements, controllable lighting will be driven into all vertical market segments. © Universal Lighting Technologies | 5
Vertical Marketing Tactics “Vertical Marketing” incorporates the marketing and sales tactics employed in pursuit of a vertical market. Going after a new vertical market is more than just tossing out niche terms into your marketing message. You will need to consider how to plan and execute a vertical marketing strategy. § Be informed about the market. § Build a target contact list for the targeted segment. § Get to the right person at the right time. § Develop messaging, timing and content. § Perform marketing tactics (e. g. phone, email, eblast, direct mail, social media connections, F 2 F, etc. ). § Close the deal and share your success with others. © Universal Lighting Technologies What vertical marketing works or does not work often comes down to executing exceptionally well in these four areas: Tight Targeting Relevant Messaging / Content Complete Solutions Sales Enablement | 6
Commercial Buildings / Office Environments Many commercial spaces are over-lit -- failing to take advantage of effective lighting solutions. Property owners want to cut costs, improve environments, and increase overall market value. There is a greater interest in controls, rebates, incentives and flexible solutions. Target spaces such as: offices, lobby, entry, reception area, conf. rooms, restrooms, aisles, corridors, parking, etc. § Upgrade for savings § Dynamic architectural appeal § Meets new energy standards © Universal Lighting Technologies | 7
Educational Environments Make the grade with this segment by improving energy efficiency, reducing energy costs, and improving the overall learning environment. With new energy code restrictions and tightening school budgets, new lighting just makes common sense! Target spaces such as: classrooms, admin. offices, hallways, entrance, auditoriums, stairway, elevator, labs, gym, library, parking, sports fields, etc. § Controlled lighting costs § Ultra available and ultra reliable § Rebates & incentives © Universal Lighting Technologies | 8
Healthcare Environments Hospitals live on a very “thin margin. ” Appeal to this segment with significant cost reductions, and overall improved patient experience (quality and reliability). They will also be interested in sustainability and energy regulation requirements. Target spaces such as: entrance, imaging room, offices, exam room, hall, corridor, nurse station, reception, kiosk, parking, retail shops, waiting, lobby, etc. § Quick payback on ROI § Improved patient satisfaction § Central energy management controls © Universal Lighting Technologies | 9
Industrial / Distribution / Warehouse Areas Warehouses have an enormous amount of square footage. Lighting all of that space when no one is around is pretty much the definition of wasting energy. Balanced lighting establishes cost effective, safe, and productive work areas. Target spaces such as: high rise racks, office, restroom, stockroom, aisles, cold storage, Haz. Mat, shipping & receiving, loading docks, equipment maintenance, parking, etc. § The T 5 HO advantage § High efficiency and savings § Control lighting to control costs © Universal Lighting Technologies | 10
Retail Environments Retail businesses today are as competitive as ever. Every square foot of space is an asset that must provide a return on investment. Universal can help significantly reduce energy costs per square foot via intelligent lighting solutions. Target areas such as: restroom, closets, signage, parking, warehouse, stock room, sales floor, displays, etc. § Energy savings for tight margins § Improved shopping experience § Increased lighting control © Universal Lighting Technologies | 11
Products by Application Many vertical segments will share similar product solutions. The following grid will help show the product families typically used for each common application space. Universal Products Offices Meeting Conference Rooms Compact Fluorescent x x x X Linear Fluorescent: Instant Start T 8 x x x Linear Fluorescent: Programmed Start: Normal & Low Ballast Factor T 5 & T 8 x x x Lobby Entrance Bathrooms Closets Hallway Corridor Aisles, Bays, Stock Rooms Linear Fluorescent: High Ballast Factor & High Bay T 8 & T 5 HO X Magnetic HID Pulse Start Metal Halide Sales Floor Displays X Electronic HID X Outdoor Parking X X X Step Dimming (Balla. STAR & Level. PRO) X X X 0 -10 V Analog Dimming (Super. Dim & Vari. PRO) x x x DALI Digital Dimming x x Demand Control Lighting (DCL) with DEMANDflex x x x X Linear Fluorescent Lamps (T 8 & T 5 HO) x x x X X © Universal Lighting Technologies X X x x | 12
Market Outlook Which vertical markets should you pursue? There are many available outlook forecasts and predictions which may help you to narrow your options. Most agree with a prediction of steady increase in US construction activity predicted for the upcoming year. . . Market Segment Consensus Growth Forecast 2014 Overall nonresidential 7. 6% Commercial / Industrial 11. 5% Hotels 15% Retail 11. 7% Office Buildings 9. 5% Industrial Facilities 6. 3% Institutional 5. 6% Religious 6. 0% Healthcare Facilities 7. 7% Education 4. 8% Amusement / Recreation 6. 5% Public Safety 1. 0% These predictions are from the AIA’s Consensus Construction Forecast Panel, comprised of the nation’s leading construction forecasters, are consistent with information derived from the AIA’s Architecture Billings Index (ABI). Source: http: //www. aia. org/practicing/AIAB 097351 © Universal Lighting Technologies | 13
Why Universal? Regardless of the vertical market you are targeting. . . Universal can meet the needs of nearly every vertical market application. Panasonic Synergies Ease of Business • Superior quality standards • Expansion of product line (e. g. LED, e. HID, etc. ) • Financial strength and resources (e. g. stability) • “Lean” leadership / world-class manufacturing • Expanded research, development & testing • Sales expertise • Dedicated & fully staffed customer service / 1 -800 -BALLAST • Experienced technical support team • Marketing support d for your objectives (OSS funds) • Logistics: 5 Regional Dist. Centers in North America • North American manufacturing and large inventory Breadth of Products Margin Opportunity • Designed, engineered and manufactured in N. America • Margin opportunities on high installed base (e. g. e. HID, T 5 s) • Comprehensive line of products for nearly every application • Sister company, Douglas Lighting, occupancy sensors line • Competitive pricing • Products with high installed base (e. g. e. HID) • Products for growing markets (e. g. T 5 and T 5 HO) • Products compliant with energy changes • NAFTA compliance allows participation in govt. bids Select Distribution Investments • Committed to select distribution in every market • Distributors compete without lamp/ballast conflict • Distribution channel growth • We’re focused on selling ballasts • Technology invested in customer-centric products (e. g. DCL) • Commercial: expansion of resources • Energy efficient and environmentally compliant products (Ro. Hs) • Helps you be compliant with new energy regulations • Panasonic ranked 4 th in best global green brands (2013) © Universal Lighting Technologies | 14
Universal has a number of marketing and sales tools to support you with your vertical marketing strategic efforts. Please feel free to contact Universal Marketing for more information or to request customized local marketing support for your location: § § § § Product Literature on www. unvlt. com Case Studies / Successes on www. unvlt. com Segment Specific Brochures on www. unvlt. com Product Recap Flyer via request : email sphillips@unvlt. com Search SIC codes: http: //www. census. gov/epcd/www/sic. html Use Mailing List Vendors such as: Info. USA http: //www. infousa. com/index-a/ Use eblast Vendors such as: Constant Contact or Emma http: //myemma. com/ Need collateral template designed for a local marketing campaign: email sphillips@unvlt. com THANK YOU Website: www. unvlt. com Nashville Customer Service: (800) 862 -8666 Universal Technical Engineering Services: 1 -800 -BALLAST (1 -800 -225 -5278) © Universal Lighting Technologies | 15
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