Equipment and Tool Institute Annual Marketing Report

1
Equipment and Tool InstituteAnnual Marketing
Report

• Marketing Report
• ETI Annual Meeting
• April 27, 2005

2
ETI Our Mission

• Advance the vehicle service industry by
  providing technical data and open dialog between
  the manufacturers of transportation products,
  government regulators and the providers of tools,
  equipment and service information.

3
A little history before we begin

• ETI was founded in 1947
• It has been run mostly by just an Executive
  Manager
• In 2003-04 the Board of Directors acknowledged
  the need for a full-time Marketing Manager
• This position was to focus on member services and
  the overall marketing affairs of the Institute

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First Steps

• At a board meeting in April of last year, I
  presented a marketing plan that outlined multiple
  short term actions and some long-term plans for
  ETI.
• My main point was this- In order to maintain and
  grow the Institute, we must ensure that ETI is
  poised with the membership services and benefits
  to meet the current and future needs of our
  members.

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ETI The Value of Membership

• Value from membership in ETI comes in two forms
• ? Services are the programs and events which
  assist members in their day-to-day business.
• ? Benefits include the activities and
  opportunities for members to improve their own
  business and affect change in the industry as a
  whole.

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ETI Member Services

• Detroit Tech Week
• ToolTech
• Japan Tech Week
• Tek-Net Library
• E-news electronic bi-weekly newsletter
• Annual Meeting
• www.etools.org
• Semi-annual News Views newsletter

7
ETI Member Benefits

• Vertical Group structure
• Collective process for industry issues
• Information exchange forums
• Networking opportunities
• Representation on industry issues
• Unparalleled access to OEMs

8
ETI A Common Voice

• One of the most valuable benefits ETI provides is
  the opportunity to tackle industry issues
  collectively
• By speaking with a common voice, ETI members can
  share the resources and greatly lessen individual
  company costs to present information before
  government representatives and regulatory
  agencies.
• This is an important, yet often unacknowledged,
  member benefit one which would require a
  substantial portion of company time and funds if
  done individually.

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Short-Term Marketing Actions

• Define the ETI brand positioning
• Encourage brand consistency
• Creation of marketing collateral
• Marketing of ETI events
• Restructure the Annual Meeting/Marketing
  Conference
• Evaluation of current member services
• Re-examination of past services not currently
  being offered
• Evaluation and update of www.etools.org

10
Brand Identity

• Use of new logo
• New letterhead, envelopes, etc.
• Use of ETI colors in all that we do
• Logo goes on everything
• Website, News Views, each piece of marketing
  collateral
• Create familiarity with ETI logo by consistently
  using the same feel and colors

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Marketing Collateral

• Creation of marketing collateral to help market
  our events
• Already created
• ETI e-News
• ETI brochure
• 13 Press Releases
• 2003 Annual Report
• 2 ToolTech brochures
• Detroit Tech Week brochure
• Updated look and feel for website
• Japan Tech Week brochure (in Japanese)
• New layout and format for News Views (2 issues)

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Marketing of Current Events

• The Institute will continue to take an aggressive
  role in advertising and promoting our events.
• A personalized letter of invitation and a DTW
  brochure was sent to each member companys
  officers, delegates, and alternate delegates as
  well as to the OEMs.
• ToolTech is a great example of our marketing
  efforts.
• Direct email campaigns
• AAPEX list, related association websites, other
  sources
• e-News blurbs
• Articles in News and Views
• Brochure mailings
• Cross-promotion with related associations

13
Restructuring of Annual Meeting/Marketing
Conference

• This is it!
• Research
• Almost a year and a half of planning
• This is what the ETI membership asked for
• Here are the numbers
• 87 Full Access Passes
• 20 One Day Passes
• 7 Spouse Passes
• Total of 114 attendees
• 27 Company Booths
• 63 One-on-Ones
• 32 Golfers

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Past services that were not being offered

• Statistical Reporting
• Brought back the UCG Stat Report
• Created the UTG Stat Report
• Both are now dead due to lack of member
  participation
• Member Training Directory
• Updated and available on our website, but lacking
  in submissions
• Whos Who Directory
• Updated and available on the website
• Equipment Investing Planning Guide
• Performance Guidelines

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Other Accomplishments

• Created dues collection process
• There was no procedure in place previously
• Updated the Membership Application
• Now available online
• I/M Overview
• Updated, formatted
• New line items
• Revenue stream
• July through end of
• December 2004- Over 35,000 downloads
• Creation of true Programs and Marketing
  Committees

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More Accomplishments

• Successful Japan Tech Week in Japan
• First year that ETI took on the logistics
  planning
• Increase in website traffic

May 2004 - 13,885
March 2005 - 24,555
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Upcoming Major Events
2005 DTW- Silver Anniversary Celebration June
20-24, Romulus, MI Founding Fathers recognition
at Banquet

• 2005 Japan Tech Week
• December 5-9, Redondo Beach, CA
• We are working on Korean OEM inclusion

2006 ToolTech Date and Location TBD
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Future Projects

• License Agreement for Tek-Net
• Indexing of Tek-Net
• Member Recruitment Plan
• Web-based database integration
• Equipment Investment Planning Guide revision and
  re-release
• Training Guide release
• Possibility of adding Manufacturers Reps and
  Distributors as members of ETI
• Website Reorganization
• Tek-Net online

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Long Term Plans

• Create a member recruitment plan
• Research what new services or products members
  need
• To do this effectively, I need member input
• Explore opportunities to expand the Institute
• Improve and create effective member services and
  benefits