Concevoir le pack infos marketing & ventes.

L’innovation continue chez EATON, l’un des leaders mondiaux de l’énergie électrique et hydraulique. CVS Marketing accompagne sur-mesure le lancement en France du tout dernier de la gamme de Système de Sécurité Incendie, le système d’alerte attentat-intrusion PPMS d’EATON. CVS Marketing conçoit et rédige l’ensemble des supports marketing et ventes à destination des Partenaires Distributeurs. Retour sur une collaboration réussie avec les équipes du Client.

 

 

Background :

Marketing project management resource gap

France not yet confined, mid-February 2020, the Irish headquarters of this global group contacts us via our web form. In less than 24 hours, a telephone interview is organized with the Marketing Department based in Ireland.

The objective of this meeting is to frame a fixed-price mission with specific deliverables for the launch on the French market of a range of attack-intrusion warning devices that are now compulsory within the ERP in France as part of the Particular Safety Plan (PPMS).

The specificity of this project is to adapt this new range of fire safety products to the French market, taking into account the recent French regulations. Among other things, it involves adapting, prior to the launch of the products, all the marketing documentation for the sales forces and resellers.

The Customer’s request is both :

  • consult with the local marketing teams, Product Manager, Channel Marketing and Market Manager, located in the Paris region and in Auvergne in order to ensure the contribution of each on all the different media, and
  • to collaborate with the Head Office in Ireland for the validation of all marketing materials.
  • Un délai de 8 semaines est demandé pour la livraisons des éléments. A good management of the project within the deadlines and with the required quality are thus the imperatives.

 

The issue :

Launching the range before the PPMS installation work in schools closed for the summer

The challenge is to provide sales representatives, resellers and their installer customers with all the information they need to market the products before summer 2020.

An important commercial objective is set by the Management for the sale of these PPMS alarm systems to a target of retailers (SONEPAR, REXEL…) who are themselves distributors of SSI installers. The installation work must be carried out with minimal disruption to school time, during the summer vacations. All schools under 200m² in France, i.e. the vast majority, are concerned. To date, less than 50% of them are equipped with PPMS (compulsory) intruder alarm systems.

 

The solution :

Value proposition and declination on various supports by CVS Marketing

CVS Marketing ensured the formalization of the value proposition for the French market and its implementation on a dozen media :

  • Design and writing of the internal sales presentation: arguments, key points, product references, positioning etc.
  • Design and writing of the battle card, including the value proposition, the competitive benchmark, responses to objections, etc.
  • Graphic design of the product data sheet, in collaboration with the Product Manager
  • Design, writing of the landing page and optimization of the natural referencing (SEO)
  • Design, writing of product web pages, in accordance with the guidelines of the headquarters
  • Search for visuals on the company’s sharepoint, using the group’s graphic charter
  • Writing of the press release
  • Design of a video storyboard and development of the introduction video.

CVS Marketing provided project management, conference calls with client team members and validation with the Group. The pluses for EATON :

 

  • Experience in international multi-team project management (in English / French)
  • Precision and quality in the design of the supports to the specificities of the Customer
  • Tailor-made all inclusive : sales, marketing and marcomms.

In conclusion,

CVS Marketing knows how to adapt to the requirements of large groups thanks to more than 20 years of experience in multinational companies (USA, UK, Ireland). For EATON, this allows to adapt the quality requirements of the Group (Ireland) to the local specificities of the French market, and to support punctually the Marketing Experts (French Headquarters, Factory) in order to reduce their overload of work, to meet the deadlines and to provide a complement in terms of communication. Since 2020, CVS Marketing is proud and takes great pleasure in accompanying EATON’s teams at their own pace.

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