Marketing Research Internship PresentationMay 3, 2012

Website Analysis

Easy to navigate

Generic colors

Shows unique features on first impression

Professional

Techniques to make call to action more effective

A call to action button should be 20% larger in width than surrounding buttons

Multiple calls to action on a page should have some form of hierarchy

Should be placed in a prominent location such as the top of the page or a distinguished area on the page

Use white space to detach calls to action from other page information

Use highly contrasting colors

Make it easy & tell the user what to expect

Contextual uses of products and how they can be combined to create a system

http://www.aaeon.com/NPN_News_TalksDetail_325_8_UTF-8.html

Unique and Modern: High quality images that stand apart from the competition

Broadax Systems, Inc. http://www.bsicomputer.com/new/

First Impression: Know who their target customer is

Newsletters/NotificationsTradeshows: what trade shows they’re attendingFacilities: completion of new facilities, opening additional branches, expansionMilestones: passing testing (ie. military), new leadership, safety achievements, new partnershipsProducts: new product relesases, improvements, new featuresPress: press coverage, news articles, webcasts

Commonly Attended Tradeshows

General-MD&M (Medical Design and Manufacturing)-PACK Expo-Process Expo-Commercial Marine Expo-The International Security Conference

Military Focused-AFCEA (Armed Forces Communications and Ele tronics Association)-MILCOM (International Conference for Military Communications)

Keywords

Commercial Computers

Printer Enclosures

Integrated Racks

Marine Computers

Computer Enclosures

Industrial Node Computers

Fanless PC

Industrial Computers

Rackmount Enclosures

Rugged Computers

Rackmount Computers

Embedded Computers

Industrial Enclosures

Panel PC

Custom Industrial Computers

Display Enclosures

Industrial Network Devices

Security Hardware

Page Number

1

1

1

1

2

2

5

6

9

Entry Number

1

1

5

8

1

8

5

10

2

Landing Page

Modified Commercial

Enclosures-Portfolio

Foxguard Solutions

Marine

Homepage

Portfolio

Case Study

Homepage

Portfolio

Top 3 Results

CCS, Wikipedia, Wikipedia

CCS, Ergonomic Home, Armagard

Atlanta Drives, Schneeberger, Full Compass

Marine PC, Marine Comp, Argonaut

PC Enclosures, ITS Enclosures, Best Buy

Industry Search, IPX Node, Pro Face America

Ewayco, Stealth, Capuccino PC

Avantech, EI Industrial Computer, Dell

Rackmount Solutions, Rackmount Solutions, Hammond Mfg.

Panasonic, Dell, Shopping Results

Rackmount, EI Industrial, Superlogics

Wikipedia, Moxa, Embedded Systems

Rittal, Hammond Mfg., Hoffman

Avantech, Panel PC Pro, BSI Computer

ICP America, Core Systems USA, Corvalent

LCD Enclosures, Hammond Mfg., HP

Oring Industrial Networking, Moxa, Moxa

Security Hardware Store, SHDA, Detex

Search Engine Optimization (Google)

What does this mean?How can we make it easier for customers to find the products that we offer?

Military MarketA MIL certified system is any computer, display, workstation or I/O device that meets a set of specific U.S. government and military standards. The systems meet the performance requirements for MIL 901-D Shock, MIL-167 Vibration, MIL 461 EMI/EMC and MIL 810 Operating Temperature, Storage Temperature and Humidity.

1. CoMark Corporation2. Germane Systems3. Trenton Systems4. Chassis-Plans Systems5. Crystal Group Inc.6. Kontron

Market Trends1. Bold Condensed Fonts2. Militaristic Imagery3. Rugged4. Emphasis on certifications and reliability of products

Social Media: Focus on LinkedIn

LinkedIn: Generating Leads

Target Searches: search for keywords central to businessTrack: Who is looking at staffs’ profiles? Research the companies they work for and send them information.Set Up a Company Page: Embed photos and videos, show pictures of products, post recommendationsDiscern Patterns: Notice patterns in connections and group membershipsParticipate in LinkedIn Groups: Join groups witih a lot of activity and participate in group discussionsLinkedIn Answers: Answer questions to establish yourself as an industry leaderLinkedIn Applications: Add apps to your LinkedIn page. Use them to take polls, update on what you’re reading, share presentations. Many of them are free.LinkedInDirectAds: Works in a similar way to Google AdWordsLinkedIn Mobile: Moblie app for smartphones, particularly useful when at a tradeshow--can “bump” with other people to transfer contact information

Common Website Diction

Impressions from these Terms

1. Reliability2. Cost effectiveness3. Quality of product, lifecycle4. Innovation and technology development5. Industry Leader

Modern, Unique, Forward Thinking?

Tacky

Unprofessional, Outdated

Boring, Icons are StrangeHave to scroll down to see GE partnership

Large, International Corporation

Military Focused, Patriotic

Impressions (CCS-Inc.)

Provide a unique customer experience

Impressions (CCS-Inc.)

Specific IndustriesPresence on LinkedInInformation on Home Page *Search Engine (not within first 10 pages)

Thank you.