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Omni Services, Inc.

Omni Services, Inc. Business To Business Marketing Dan Taylor Marketing Manager. What We’ll Cover. Background & Scope of Omni Marketing Department Structure Marketing Strategies Employed Marketing Planning Process Execution Issues Questions. Background & Scope.

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Omni Services, Inc.

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  1. Omni Services, Inc. Business To Business Marketing Dan Taylor Marketing Manager

  2. What We’ll Cover • Background & Scope of Omni • Marketing Department Structure • Marketing Strategies Employed • Marketing Planning Process • Execution Issues • Questions

  3. Background & Scope • Omni operates under three brands • RUS: Rental Uniform Services, Floor Care, Rental Toweling • SANIS: Rental Restroom & Hygiene Services • RUS DIRECT: Corporate Apparel & Retail Sales • Part of International Corporation called ELIS • Approx. 1 Billion in Sales a Year • #2 in Market Share Internationally • #5 in Market Share in the U.S.

  4. Background & Scope • Primary Business Focus is on Multiple, Repetitive Services for Business • Weekly visits by route service representatives to businesses • Maximize each stop by increasing penetration of services

  5. Marketing Dept. Structure

  6. Cold Call Selling Up-selling / Cross Selling Yellow Page Advertising Target Marketing Electronic Marketing PR Marketing Collaborative Marketing Sports Marketing Marketing Strategies Employed Service Marketing

  7. Marketing Strategies Employed • Cold Call Selling • Field Sales Force performs daily cold calls within territories • Territories defined by “rental-friendly” SIC Codes (now NAICS) • Calls focused on traditional uniform wearing industries • Prospect information collected in SFA application

  8. Marketing Strategies Employed • Up-Selling / Cross Selling • Centralized Call Center uses an ACD system with predictive dialing • Calling into customer base to find service issues and positively impact customer retention • If no service issues found, move to either up-sell or cross sell customer • Appointments automatically set for field personnel • ASR- Account Sales Reps • 90% of customers willing to discuss either up-sell or cross sell

  9. Marketing Strategies Employed • Yellow Page Advertising • Utilize Yellow Page Advertising Firm to manage • Major Markets get larger advertisements • Use of Richard Petty from Sports Sponsorship to maximize exposure • Use separate phone numbers to track effectiveness of advertisement • 5% of sales leads come from this source

  10. Marketing Strategies Employed • Target Marketing • Telemarketing • SIC Code targeted industries • Call Center ACD System integrated with SFA • Direct Mail Marketing • Bulk Mail into SIC Code lists • Incentives for action • Tracking through coding on mail piece • Trade Show Marketing • National & Regional Trade Shows • Pre-show mailers w/ incentive to visit booth • PR Marketing • Industry/Trade publications

  11. Marketing Strategies Employed • Electronic Marketing • Web Site • Branding • Lead Generation • Issue Resolution • Little Race Cars • Internal Multimedia CDs • General Company Overview • Automotive Industry • Direct Mail Multimedia CDs • Auto Industry

  12. Marketing Strategies Employed • PR Marketing • Best Restroom in America • Seeking Best in U.S. • Voting on www.BestofUSA.com • Best Sweat Story • Promote h2no t-shirt to HVAC industry • Potty Peeves Survey • Generate data on consumer preferences in the restroom • Taken on web site and at race track events

  13. Marketing Strategies Employed • Collaborative Marketing • Utilize relationships with existing customers to promote their products and services to our customers • Customers receive added value by doing business with RUS. • Ex. Offer 20 % off tax preparation to our customer base from one of our tax firms we service • Ex. Texas “WaffleHouse free Waffle”

  14. Marketing Strategies Employed • Sports Marketing • NASCAR Race Teams • Petty Enterprises • Andy Petree Racing • PPC Racing • Wood Brothers Racing • NASCAR Tracks • Dover Downs, Nashville, Gateway, Memphis • Richmond • Kansas • Richard Petty Driving Experience • Charlotte, Atlanta, St. Louis, Orlando

  15. Marketing Planning Process • Long-Term Business Planning • Define Market Share • Analyze Growth Industries • BLS • Census : Economic Census, SAS • Match Growth Industries to product and service mix • Evaluate internal and textile industry’s market share within these growth industries • Develop target marketing plan for industries without sufficient penetration

  16. Marketing Planning Process • Local Business Planning • Growth Industries Shared with Local Management • Yearly business acquisition goals set as part of budgeting process • Local management takes part in decision of where to acquire business • Marketing Calendar Development • Initiatives & promotions detailed for the year • Events communicated

  17. Execution Issues • Three largest issues for Omni • Getting Field Buy-In • Operations must be part of the decision making process • Management studies demonstrate that employees must feel as though they are part of the process to take ownership of the execution • Timing the roll-out of initiatives • Organizational Understanding of Marketing

  18. Questions

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