comvort Annual Meeting in Hamburg October 4 - 7, 2012

1. comvort Annual Meeting in Hamburg October 4 - 7, 2012 Workshop Looking for Synergy Effects:B2B Public Relations Competence in Our Network

2. Who we are and what we do • Full service communication agency with B2B focus • professional competence in technology and IT • founded in 1986, owner managed • staff: 13 permanent and 4 freelancers • member of international networks and business associations • consulting, PR & Marketing for national & international companies • Tailor-made services • branding, reputation management, (image-)positioning, thought leadership campaigns • PR, media work, marketing, sales support • online-PR and online marketing, social media campaigns • corporate publishing, copywriting, website consulting

3. Sales support and marketing services Consulting &planning Professional media work • positioning • image development and branding • market and target group analysis • communication strategy • defining PR measures • activity and budget planning • personal contacts with journalists of trade, daily and financial press • issue management, agenda setting, storytelling • press events, interviews, press tours • online and social media campaigns • web content • outstanding text quality • sales support: flyers,image brochures • customer mailings • customer and employee magazines and newsletters • event planning and organisation • lead generation programs • executive letters Full-Service Planning and Implementation Core expertise: high-tech/IT PR and marketing

4. Taking Advantage: The Synergy Effects of Content Marketing Content for different communication activities • PR strategies and activities • sales support • customer advocacy program • marketing flyers • mailings • corporate publishing • lead generation • social media

5. Our Current Customers SAS Business Intelligence SoftconCIS Procurement Controlling Solutions TeldatNetwork and PBX Solutions Trina SolarPV Panels and Solutions TÜV SÜDProduct ServiceTÜV SÜD Management Service VersantExtremeDatabase Performance Würth PhoenixIT Consulting and Solutions Actano Project Management Software and Services AKIPrint Management ECA InternationalInternational HR Solutions European CommissionVarious projects Master Climate Solutions MicrofinSourcing and Outsourcing PanayaERP Testing RumsauerHigh-tech Gardening Equipment

6. B2B — B2C: The Big Difference What is… PR for private consumers, usually very large target groups ...Business-to- Consumer (B2C) PR? emotional approach user = decision-maker PR for decision-makers and users in companies, clearly defined target groups / target markets …Business-to- Business (B2B) PR? rational approach users ≠ decision-makers, importance of decision-making-process within the company

7. B2B Communication: Structures & Processes Successful communication with B2B target markets Strucures of the specific industry sectors Decision-making processes in companies Decision-makers in companies Decision-makers‘ information behaviour

8. Adapting Messages to Objectives Why do I want to communicate? Image Building Corporate PR Sales Support Product PR Corporate PR and employee matters Recruiting, HRM Corporate PR, Product PR focussing on financial news Investor Relations

9. Managing director Investment security, stability, image Return on investment, rentability Controlling User-friendly, increasing sales Specialised department innovative, low-maintenance, compatible IT department Data privacy Adapting Messages to Target Groups Who is interested in what? Who are supporters/doubters? Benefits for each target group (example: CRM-Software) HR; trade unions; data protection department

10. Communication Facing Radical Change – Web 2.0 Transformer Web 2.0 • everybody can publish • everybody can comment • everybody can create opinion • dialogue and participation instead of monologue Consequences • extreme acceleration • less possibility to control communication • large variety of communication channels • high transparency, „the web doesn‘t forget“ • no more defined boundaries between marketing, PR and advertising

11. PR & B2B: comvort Business Opportunities Public Relations and Business-to-Business Communication: Big opportunities to increase business! • Who are the PR and B2B professionals within the comvort network? • We should know each other • We can build PR and B2B sub-networks within the comvort network • We should exchange special know-how and experiences regarding communications, technologies and industries • Other types of agencies within comvort (advertising, design, etc.) should know the PR and B2B professionals to use these expertise and professionalism for special PR and B2B projects

12. PR & B2B: comvort Action Items Let’s get started ! • How can we strengthen PR and B2B agencies’ cooperation? • How can we bring awareness about PR and B2B communication issues among comvort agencies? • Which structures and processes can be implemented to gain new PR and B2B customers? • Which structures and processes might help to work on national and international PR and B2B projects? • Which tools can we use to promote our PR and B2B competence within the network (Annual Meeting, Infocast, Facebook private group, eMails, conference calls, microsite, PR guide, B2B guide)? • Which tools can we use to promote our PR and B2B competence to the relevant markets, to existing customers and potential customers (mailings, newsletters)?

13. We love to build a strong PR and B2B community within our comvort network! Your ideas are welcome! Dr. Annegret Haffa, annegret.haffa@haffapartner.de Dr. Horst Hoefflin, horst.hoefflin@haffapartner.de 81929 Munich, Burgauerstr. 117 Dr. Haffa & Partner GmbH +49 89 993191-0www.haffapartner.de