RETAILRETAILCAMPAIGN &PROGRAMREVIEWREVIEW

AGENDA

• BACKGROUND AND SITUATION

• CAMPAIGN APPROACH

• REACHING THE END USER• REACHING THE END USER

• CAMPAIGN & RESULTS

MOTOROLA, MOTO, MOTOROLA SOLUTIONS and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC and are used under license. All other trademarks are the property of their respective owners. © 2010 Motorola, Inc. All rights reserved.

BACKGROUND & SITUATION• Motorola Solutions is a market leader in Retail• Significant share in the technology categories we serve.• Market focus with 8 territory vice presidents, 16 regional sales managers, 16 enterprise account managers,

54 named account managers, 44 territory account managers, 16 inside sales reps, 5,000+ business partners and industry solutions expertspartners and industry solutions experts.

• Deep domain expertise and a trusted partner to 93 of the top 100 global retailers, including all of top 10 NA retailers

• 75% of Retail sales are driven by channel partners, with 25% coming from direct sales. The distribution mix outside of NA is almost 100% channel.

• Retailers current perception of Motorola Solutions:• Motorola Solutions is known to them as the provider of mobility solutions that encompass two-way radios,

mobile computers, bar code scanners, wireless infrastructure, and RFID technology. However, confidence l l i i h i d f th k t d ti ith th t h ’tlevels are wavering given a change in need from the market and a perception with some that we haven’t had break through innovation in a while. These customers are increasingly looking to Motorola due to our capability to scale, service and support them. They respect our domain expertise. Some knows us for a particular part of portfolio but few know us for the full breath of solutions.

• What we want Retailers to think about Motorola Solutions after our communications:• Motorola Solutions is the technology solutions partner that can help me influence and re-gain control of the

shopper’s purchase path – and ultimately drive loyalty and advocacy. Motorola Solutions is an innovative and reliable company that creates total end-to-end solutions that are flexible and future proof – and adapts to my business with minimal interruptionto my business with minimal interruption.

Retail Thought Leadership Campaign StrategyCampaign Strategy

OBJECTIVES• DEFINE OUR THOUGHT LEADERSHIP IN THE RETAIL

INDUSTRY• Communicate our point of view/vision of retail• Communicate our point of view/vision of retail• Increase mindshare with strategic thought-leadership

content• Extend proposition to Retails CMOs • Defend against trend towards Apple/consumerization• Successfully launch SB1, Voltron and Mobile Workforce

Management (Q3)

Outcome:-Increase mindshare of CMO’s

-Change perception among retail professionals viewing Motorola as the solution-provider of choice

TARGET AUDIENCES

3. INFORMATION TECHNOLOGY

1. MARKETING

• CIOChi f T h l Offi

TECHNOLOGY• Chief Marketing Officer• Marketing Operations

• Chief Technology Officer• Store Technology Lead• Technical Experience

• E-commerce Manager• Cross Channel• Customer Experience

2. OPERATIONS

Manager• V.P. of IT• Store Systems Director/Mgr

• Shopper Marketing/Insights

•Store Operations•Merchandise Management

y g• Data Security

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•Store Design & Visual Merchandising

CAMPAIGN THEME/MESSAGING

THE EXPERIENCE IS EVERYTHINGWhen shoppers can buy any-thing they want anywhere and anytime, retailers need to give them a reason to choose their brand and in the battle for shopper’s hearts (and wallets) there is one thingreason to choose their brand... and in the battle for shopper s hearts (and wallets), there is one thing that keeps them coming back: THE EXPERIENCE.

Because in retail, the shopper’s experience is everything. It’s how browsing becomes buying, customers become brand advocates and retailers take control of the purchase path.

With Motorola Solutions, you have a partner with the industry knowledge and consumer insight to help you build experiences that connect with shoppers.

Connect with Shoppers Enable Associates Empowering ITConnect with ShoppersKnow What Your Shoppers Want, Before They Do.Connecting with today’s shopper starts with knowing them better than ever before. They

Enable AssociatesYou ask associates to do more than ever.With the right tools, they can.To engage the connected shopper you

Empowering ITWhen IT doesn’t have to do everything, they can do anything.A simpler network empowers your ITg y

don't want to walk into your store, they want to walk into their store, where associates know who they are, what they want and what they didn’t even know they needed. With technology from Motorola Solutions, retailers can create personalized

i th t t ith

To engage the connected shopper you need associates as informed as they are, and more connected than ever — to your store, your site, your merchandise and to each other. Motorola Solutions give your associates anytime access to the right answer and the real-time know-how to be

A simpler network empowers your IT team to move beyond troubleshooting and unleash their true capabilities. With reduced complexity, and applications that are simple to deploy, manage and evolve, your IT team can spend less time keeping the parts

experiences that connect with every individual shopper, that combine the flexibility and options of the web with the engaging experience of visiting a store to create experiences that turn shoppers into advocates.

answer and the real time know how to be in the right place, right away. So when the moment matters they can deliver the experiences that turn shoppers into buyers.

p p g pconnected and more time creating experiences that connect with shoppers. Set IT free and turn them into an innovation powerhouse that keeps your shoppers coming back.

Campaign Elements

CAMPAIGN ELEMENTSPrivate Event• New York, SoHO

White Papers and Videos•Retail Vision paper

•Follow up papers on WLAN, Omnichannel, Fulfillment

•Drive people to web

Print and Online Advertising•Advetorials and supplement sponsorships aligned to topics

M thl E il t H Li tMonthly Emails to House List•Build database of interested people to continue focused marketing efforts

Web RefreshU d t d t fl t l ti d t•Updated to reflect solutions vs. product and support campaign

Social•Go viral!

Sales Training•Webinar•Pre-packaged emails

MEDIA RECOMMENDATIONSRECOMMENDATIONSAlign with target audience

Experience Focused PublicationsTraditional Retail Publications Experience Focused Publications• Retail Touchpoints• Multichannel Merchant• Retail Customer Experience

Traditional Retail Publications• Apparel Magazine• Chain Store Age• Integrated Solutions for Retailers • Retail Customer Experience

• Retailing Today• Storefront Backtalk• Retail Traffic

• Integrated Solutions for Retailers• STORES (NRF)• RIS News• Retail Merchandiser • Retail Traffic

• DDI• VMSD• Retail Environments

• Retail Merchandiser• Retailwire.com• Retail Connections

Internet Retailer • Retail Environments• Shopper Marketing• The Hub

Mobile Marketer

• Internet Retailer

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• Mobile MarketerKey: Black—paid placementsGrey—important, but pursued by PR

JUN JUL AUG SEPT OCT NOV DEC

FLIGHT PLANPublisher/Site 1 8 15 20 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5

12 19 26 2 9 16 23 30 7 14 21 28

Event

Media/Analyst Outreach

RIS NewsW bin rs

Integrated Solutions for Retailers

Integrated Solutions for Retailers

STORES

Retail Customer Experience

Webinars

Content Syndication

eDM

Newsletters

Banners

Print Awareness

Chain Store Age

StorefrontBack Talk

Retail Merchandiser

Retail Touchpoints

Print Awareness

Advetorial/Q&A

SEM

Social

Events

OutreachRetail Touchpoints

Apparel

Retail Wire

SEM

Social

Outreach

Social

Nurtures

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Results

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40 t t d tt d

PRIVATE EVENT• 40 targeted attendees• 27 placements• 147 social media postings• 5.5 million media impressions within business and

channel publicationsMOTO Connects RetailConnected World

In the Future Store, Wi-Fi is Table Stakes & Knowledge Workers are the Only WorkersApparel Magazine, Jessica Bins

Motorola Solutions: Better in-store experience makes for better sales Biz Report, Staff Writer

Motorola helps connect customers to shopping experience of the futureMotorola helps connect customers to shopping experience of the futureRTOHQ, Staff Writer

The Future of RetailRetail Gazette, Gemma Taylor

Getting the Best Out of 300,000 employees “I was impressed by the "right device - right associate" storyRetail Solutions Online, Matt Pillar

Motorola’s Amazing Wireless BadgeNetwork World, Craig Mathias

Motorola shares vision for future of retailRetail Customer Experience Cherryh Butler

I was impressed by the right device right associate story told at a June 2012 Motorola Solutions Retail event I had the pleasure of attending. While we all know that consumer grade devices are gaining traction for a variety of operational use cases in retail enterprises, the Motorola retail enterprise story

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Retail Customer Experience, Cherryh Butler

Nightly Business Report

laid out in a series of more than half a dozen demos in a very appropriate retail-like space in New York.”

Leslie Hand, IDC Insights

MEDIAAAwareness• Print Advertising• RIS News Advetorial and Supplements• Newsletters

Results•393,900 impressions•881 ad clicks

•Retail Touchpoints•Chain Store Age•Stores•Storefront BackTalk

Demand Generation• White Paper Postings

•Retail Touchpoints

Results•166,902 impressions2 349 inq iries

p•Apparel•Retail Customer Experience

•Banner Ads•StoreFront Backtalk•Stores

•2,349 inquiries•Titles captured heavy in Marketing and Operations key goal!

•Stores•Retail Merchandiser

NurturingEmails

Results2 349 MAL’s• Emails

• Outbound Telemarketing•2,349 MAL’s•100 MQL’s still ongoing

MOT.COM• June 20-July 26 Results

• 3,235 visits• 4,717 page views, p g• 4:03 minute average time view• Mobile Point of Sale—top page visited

www.motoroasolution.com/retail

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SOCIAL SNAPSHOTRETAILRETAIL

Earned Social Media Snapshot

@MotoRetail@MotoRetail Retail Playlist – 17 videosRetail Playlist – 17 videos@MotoRetail 2,526 Followers (2,474)

23 Mentions / RTs48 Tweets sent

@MotoRetail 2,526 Followers (2,474)

23 Mentions / RTs48 Tweets sent

58,942 Views (57,680)NRF 2013 Playlist – 13 videos

54,308 Views (52,588)

58,942 Views (57,680)NRF 2013 Playlist – 13 videos

54,308 Views (52,588)

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MONTHLY EMAILS

Entry Points: All Retail Contacts Existing & New Contacts Acquired from Mediaht

Calendar-Based ‘Always On’ Thought Leadership / Awareness Track

Entry Points: All Retail Contacts Existing & New Contacts Acquired from Media

ness

Tho

ugh

eade

rshi

p

SeptemberAugustJulyWhat’s Driving the Future of

Retail

DecemberNRF Preview

OctoberRole of

Wireless Networks

NovemberOmnichannelWhite Paper

Awar

en Le

CTA: WPCTA: WPCTA: Video WP

CTA: NRF eventSite

CTA: WP & Video

CTA: WP & Video

IT/OPS/MKTGIT/OPS/MKTG

T l S iTeleServices

C l d B d DM S t t ALL R t il C t t

TeleServices TeleServices

Calendar-Based eDMs Sent to ALL Retail Contacts Versioned Messaging Based on Job Function When IndicatedDatabase Segmentation based on audience

EMAILSThought Leadership

Email #1Perspectives on retail future

Email #2Perspectives on retail future Call to Action: White

Email #3Audience: IT Six strategies for wireless in retail

Email #3aAudience: Ops/MktgSix strategies for wireless in retailCall to Action: Video Call to Action: White

Paperwireless in retailCall to Action: Video and White Paper

wireless in retailCall to Action: Video and White Paper

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25% open rate and 1-2% open rate

EMAILSThought Leadership

Email #4Audience: IT Importance of mobile and

Email #5Audience: Ops/MktgImportance of mobile and wireless to

Email #6Benefits and technologies to gainwireless to integrate the

online and in-store shopping experienceCall to Action: White Paper

and wireless to integrate the online and in-store shopping experienceCall to Action: White Paper

technologies to gain better visibility into the supply chainCall to Action: White Paper

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23% open rate and 1% open rate

MARKETABLE CONTACTS ENHANCES 4%115,532 119,604

(June) (July)

Segment Job FunctionTitl C t C t P tSpecialty Hard Goods 

Specialty Apparel 

Mass Merchants/Discount 

27%8%

4%2%

Title Count(June)

Count(July)

Percent

Marketing/Merchansiding

5166 5146 5%

Operations 3969 4238 3% / 4%Supermarkets 

Service 

Department Stores 

27%

10%9%

8%

Operations 3969 4238 3% / 4%

IT 8138 8870 7%

Inactive Counts

Convenience, Pharmacies/Drug/Warehouse & Hypermarkets 

10%

D Inactive Counts108,617Continue to monitor over time.

98%

98%

99%

100%

Phone

Address

F/L Name

CompanyData Completeness

CREATIVECREATIVEEXAMPLES AND LINKS

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White PapersThought Leadership Series

Paper #1A look at changes in the industry and the solutions influencing the future of

Paper #2Outlines the needs and demands of the wireless environment in retail and hi hli ht i k t t i

Paper #3A look at leveraging mobile and wireless data to integrate the online and in-

Paper #4Discusses how omnichannelretailing is changing end-to-end supplyg

retail highlights six key strategies for establishing a successful network.

store shopping experience. chain operations.

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These can be found under White Papers and Resources on the home page of:www.Motorolasolutions.com/retail

BACKGROUND VIDEO

Why we did, what we did:

http://www.youtube.com/watch?v=40QXrBPcSQU

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Videos

The Future of Retail-The Experience is Everything

The Role of Wireless Networks in the Future of Retail

How Brick-and-Mortar Retailers Can Win the OmnichannelBattle

Fully Stocked Shoe Displays Lets Lord & Taylor

att e

Fully Stocked Shoe Displays Lets Lord & Taylor Capture More Sales

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These and more can be found on our YouTube Channel: http://www.youtube.com/playlist?list=PLB68FDC83C7D133ABor Motorola Solutions Video Library: http://video.motorolasolutions.com/playlist.aspx/retail/829972554001/

Sales PresentationThought Leadership Retail

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SALES ENABLEMENTENGAGE emails: Thought Leadership

Email #1Perspectives on retail future Call to Action: Video and White Paper

Email #2Six strategies for wireless in retailCall to Action: Video and White Paper

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Email #4Strategies to integrating the online and in-store shopping experienceCall to Action: White Paper

Email #6Benefits and technologies to gain better visibility into the supply chainCall to Action: White Paper