Marketing Support 2011 Final

25

I n d u s t r i a l D e a l e r R e f e r e n c e G u i d em

arketin

g su

ppor

t

marketing support Contents

Co-op Program

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

Funds Available . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

Submittal Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

General Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28

Pre-Activity Co-op Credit Approval Form . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Post-Activity Co-op Credit Approval Form . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Registered Trademark Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31

Advertising Support

TMP Program and Yellow Pages Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32

SEO & Online Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33

Creative Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Dodge/Reed Database Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Print and Broadcast Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35

Events Overview

Special Events and Trade Shows . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36

Association Memberships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37

Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38-39

Mobile Training Application Form . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

Fly-in Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

Promotional Merchandise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42

Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43

Web Site License Agreement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44

Contact Information

Generac Marketing Department . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Phone: 262-544-4811 ext . 2050 or 4321Fax: 262-968-1790

Co-op program overviewMarketing your business and the products you sell is necessary to build a successful enterprise . An effective marketing plan will help you to target the types of customers you want to reach and will help you to avoid wasting resources (time and money) in areas that are unproductive . Proper messaging will help build Generac brand awareness and will distinguish your dealer-ship from the competition . This will result in better customer loyalty, a strong referral base, and a solid reputation in your natural marketing area .

Generac is committed to helping you grow your business through the sale and service of Generac Industrial products . As a part of this commitment, we offer you a cooperative reimbursement program . The program provides monetary reimbursement to dealers who participate in a wide range of marketing initiatives .

By participating in the co-op program, you can maximize your marketing dollars and offer a consistent branding message . Your efforts will allow your market to quickly identify your dealership, its relationship to Generac, and the products you sell and service. In the final analysis, this will give you a competitive advantage and increase your selling opportunities.

For more information regarding the co-op reimbursement program, please contact the Generac marketing department at 262-544-4811 ext . 2050 or 4321 or by fax at 262-968-1790 .

26


arke

tin

g s

upp

or

t

Co-op program Funds and processFunds available Authorized dealerships are entitled to co-op funds based on 2% of the previous years cash sales total.

ALL co-op MUST be pre-approved to receive the full 50%.

Dealers may receive up to 50% of the cost of each authorized co-op activity after it has occurred.

For a sub-dealer, Generac will participate at 25% if the industrial dealer initiates the activity. It is important to note that the claims will be counted against the industrial dealers accrued co-op funds and must be submitted by the industrial dealer.

Marketing initiatives must promote Generac's Industrial product line.

All claims MUST be submitted within 45 days of an activity to qualify for co-op funds.

Generac will assign a lesser % for any activity in which other manufacturers products are also represented.

There will be no co-op granted for marketing initiatives that highlight competitive product.

All funds that are not expended by December 31st of the current calendar year will become null and void.

All current year claims must be submitted by February 15th of the next calendar year .

All funds are released upon approval of Generacs marketing department and are credited to the dealerships account.

Questions regarding your co-op fund balance should be directed to the marketing department at 262-544-4811 ext . 2050 or 4321 .

submittal processplease note that aLL customized activities require pre-approVaL . If you do not submit pre-approval forms and supporting documentation, you greatly run the risk of co-op reimbursement denial .

pre-activity approval1 . Complete and submit the pre-activity co-op credit approval form providing details of the co-op activity no less than 30 days

prior to the activity .

2 . Generac will notify you within three business days after receiving the pre-activity co-op credit approval form additional materials may be required before pre-approval is given .

3 . Generac will return your original pre-activity co-op credit approval form via fax or email with signed authorization . All required proof of activity items to be submitted for post-activity co-op credit approval will be checked on the form .

post-activity approval1 . Complete and submit a post-activity co-op credit approval form for each activity with ALL required proof of activity items

and a copy of the signed pre-activity co-op credit approval form within 45 days of the activity .

2. Generac will notify you via fax or email confirming that the co-op request has been approved or denied.

3. All approved funds will be credited to the dealerships account.

27


arketin

g su

ppor

t

Co-op program Funds and process continuedgeneral guidelines ALL CO-OP ACTIVITIES MUST BE PRE-APPROVED by Generacs marketing department.

Supporting documentation that must be submitted with the post-activity co-op credit approval form include, but may not be limited to: ad tear sheets, attendee lists, photos of event site, copies of event contracts, copies of receipts and invoices, prospect/lead lists, audio/video scripts and planned visual representations .

Generac shall solely determine the eligibility of a claim and amount of reimbursement for any activity where Generac products are featured along with other manufacturers products.

Any display of the Generac logo MUST follow the Trademark Guidelines found on page 32.

Marketing initiatives must promote Generacs Industrial Product Line and feature the new logo and new industrial products. The new industrial logo was launched on 11-4-2009 and should be used on all marketing materials by June 1, 2010 .

- Any use of the Generac Power Systems logo will not qualify for co-op in 2010 .

Dealers may receive up to 50% of the cost of each authorized co-op activity after it has occurred. - EXCEPTION: Engineering Symposium-100% co-op for the dealers guest for airfare and hotel. 0% co-op for the dealer.

- EXCEPTION: Print yellow Page advertising will qualify for 25% co-op reimbursement

the following are, but may not be limited to, eligible and ineligible marketing activity expenses:eligible expenses

Additional Eligible expenses Outside creative services used to develop, design or deploy Generac marketing advertising working with a Generac

approved provider Internet ad word and site campaign management used to promote locally working with a Generac approved provider Dealer website maintenance working with a Generac approved provider.

ineligible expenses

Signs, painted billboards and programs not mentioned under eligible or ineligible may be submitted for pre-approval to the Generac marketing department for possible consideration . Generac reserves the right to determine eligibility for all co-op marketing, training and advertising credit claims that are not specifically covered by the above stated co-op guidelines .

28


arke

tin

g s

upp

or

t

Print and broadcast advertising Yellow Pages advertising / Internet Yellow Pages advertising Exhibit and display space Pre-show mailing materials Creative Design

Generac branded promotional items from Promotional Edge

Graphic Displays Giveaways Trade show booth dressing materials Outside Marketing Services

Generac generator freight including: furniture, carpeting, (for exhibit purposes only) electricity and data scanners Website Development

Travel and related expenses Rental cars Decorations (i.e., streamers, balloons, flowers)

Products displayed at a show Stationary Blue Book Advertising Business cards

Badges Promotional talent Gift certificates

Pre-Activity Co-op Credit Approval Formfor Industrial Dealers

All information MUST be lled in to qualify for co-op credit.

Dealership Name ____________________________________________________________ Customer # ______________________Address ____________________________________________________________________________________________________City _______________________________________________________________________ State________Zip ________________Contact Name_______________________________Phone ___________________________ Fax ____________________________Contact Email _______________________________________________________________ Date of Request __________________

Type of co-op: Advertising Event Literature Promotional Merchandise Other _______________________ Internet Ad Word & Site Campaigns Creative WebsiteName of Activity, Event or Item __________________________________________________________________________________Location of Activity or Occurance ________________________________________________ Date of Activity ___________________Description of Activity _________________________________________________________________________________________ __________________________________________________________________________________________________________

Requested assistance from Generac: _____________________________________________________________________________ __________________________________________________________________________________________________________

Target market: _______________________________________________________________________________________________ __________________________________________________________________________________________________________

Who will be attending from your organization? __________________________________ _________________________________ __________________________________ ___________________________________ _________________________________

Perceived benet: ____________________________________________________________________________________________ __________________________________________________________________________________________________________

AFTER Generac approval, all items checked below must be submitted with your Post-Activity Form

Proof of Activity Submitted (ALL items checked below must be provided.) Copy of signed Pre-Activity Co-op Credit Approval Form. Copies of contracts and any additional supporting documents. Copies of receipts and invoices for all expenses. (No exceptions) Photo of nished event site/booth displaying Generac Copy of run-time tape or documents verifying airing of radio or TV spots. products, samples of customized promo materials and/or Copy of prospect/lead list. advertising tear sheets from print advertising. CD of photos in high resolution.

List estimated costs for planned activity:

Expense Date Activity/Expense Total Cost

INTERNAL USE ONLY

DATE APPROVED ____________________________________

BY _________________________________________________

GENE

RAC

USE

ONLY

GENERAC USE ONLY

Generac Power Systems, Inc. | Marketing DepartmentS45 W29290 Hwy. 59 | Waukesha, WI 53189 Phone: 262-544-4811 ext. 2050 Fax: 262-968-1790

Please submit this form no less than 30 prior to event.

29


arketin

g su

ppor

t

Dealership Name _____________________________________________________________ Customer # ______________________

Contact Name_______________________________Phone ___________________________ Fax ____________________________

Contact Email _______________________________________________________________ Date of Request __________________

Address ____________________________________________________________________________________________________

City _______________________________________________________________________ State________Zip ________________

Sub-Dealer (if applicable) ______________________________________________________________________________________

Type of co-op: Advertising Event Literature Promotional Merchandise Other _______________________ Internet Ad Word & Site Campaigns Creative Website

Name of Activity, Event or Item __________________________________________________________________________________Location of Activity or Occurance ________________________________________________ Date ___________________________

List all actual costs submitted for co-op credit: Date of Expense Activity/Expense Total Cost Co-op Amt. Receipt Included

Total of Expenses $_______________ Total Amount of Requested Reimbusement $_______________

Proof of Activity Submitted (ALL items checked on Pre-Activity form must be attached.)

Copy of signed Pre-Activity Co-op Credit Approval Form Copies of contracts and any additional supporting documents. Copies of receipts and invoices for all expenses. (No exceptions)

Photo of nished event site/booth displaying Generac products, samples of customized promo materials and/or advertising tear sheets from print advertising.

Copy of run-time tape or documents verifying the airing of radio or TV spots. Copy of prospect/lead list.

CD of photos in high resolution.

Follow-up Activity Performed Projected Date of Activity Completed Call from Dealership ____________________ Yes No Follow-up Mailing ____________________ Yes No Visit from Dealership ____________________ Yes No

Post-Activity Co-op Credit Approval Formfor Industrial Dealers

All information MUST be lled in with proof of compliance to qualify for co-op credit.

Total Leads Generated ___________________________

Number of Attendees ____________________________

Personnel from your dealership who attended:

______________________________________________

______________________________________________

______________________________________________

______________________________________________

Would you consider doing another event? ____________

INTERNAL USE ONLY

DATE _______________________________________________

DATE TO ACCOUNTING _______________________________

Generac Power Systems, Inc. | Marketing DepartmentS45 W29290 Hwy. 59 | Waukesha, WI 53189 Phone: 262-544-4811 ext. 2050 Fax: 262-968-1790

Please submit this form no less than 45 days after activity date.

If additional room is needed, please attach a separate list.

30


arke

tin

g s

upp

or

t

trademark guidelinesThe Generac name is well recognized in the power generation marketplace and is a powerful promotional tool . Effective and proper use of our logos and trademarks in your marketing communications efforts can work to our mutual benefit to increase sales and market share for the Generac brand .

All logos used by our dealers MUST be an authorized Generac registered trademark logo and be in the proper format and resolution for printing .

Advertising and support materials MUST display the full product/corporate name.

Display of the Generac logo is critical because this symbol represents who we are it is our signature. It is not only used on our own materials and collateral, but also in the context of other brands in packaging, publications and advertisements .

Consistent application of the logo is crucial to the success of our brand.

The logo (type) should be used in BLACK and GRAY and the Power Bar PMS 159 (orange), when it prints color (as shown).

Always try to use the logo on a white or black background. If you must reverse the logo, please submit your design for approval .

Our relationship with our dealers is critical to our success. This section shows the preferred uses of the Generac brand with our dealers names as well as an alternative using two logos, the dealers logo and the Generac logo.

The preferred ways the dealer name should appear is shown to the right. The Name of the dealer should be in the SWISS BOLD COND . font, (Arial Narrow can also be used) in a black color on a gray (PMS 421) color . Placing your logo over product photos, modifying or eliminating Generac Industrial Power logo is not permitted . The size should be close to the proportions shown here .

Dealers must have approval of the logo(s) usage prior to any final production. Failure to do so could void Co-op reimbursement .

Sometimes the use of both the dealers and Generacs Industrial Power logo are used for Co-op purposes. An alternative way to display two logos is to maintain a consistent size, (i .e ., both logos appear to be the same proportion and size) while still maintaining the clear space . The two logos should also be separated, top and bottom, shown here . The dealer logo should never appear larger than the Generac Industrial Power logo

For more information, please contact the Generac marketing department .

31


arketin

g su

ppor

t

aCme energy systems aCme energy systems

33


arketin

g su

ppor

t

seo and on-Line advertisingThe Generac On Line Program for dealers provides the services of TMP to manage your on-line programs . Generac has chosen to team with TMP to better regulate the use of key words and to keep the advertising campaigns to a local territory basis . This allows for all our dealers to have the opportunity to advertise within their marketplace equally .

To qualify for co-op the dealer website must be up to date with current logos and images .

If you choose to use someone outside of TMP you must agree to the following:

Keep contact information for the person you choose on had at Generac so we can contact them directly with any questions. Refer to Generacs Preferred Keyword list. Submit a list of key words you are bidding on and any advertising results quarterly with your co-op pre-approval form.

Sample Program Offerings from TMP

Local Pay-Per-Click Sponsored Link Campaign (All search networks - Google, Yahoo, Bing) - Coverage Mile radius from home zip code or DMA - Price range Media budget ($250 monthly minimum) + 10 15% management based on campaign length (3 month

campaign 15%, 12 month 10%) - Basic keyword list determined by Generac with options for Dealer tag insertions . - Search Engine Marketing Campaign reporting includes call tracking, call recording, on-site tracking (pages visited) and

results by keyword .

Organic Search Engine Optimization Campaign - Site Analysis: TMP will analyze the search friendliness of your site and provide detailed short and long-term

recommendations to enhance site submissions . - Copy Consultation: keyword density analysis - Competitive Review and Analysis - Custom Meta Tags are created for each page identified for the program - Benchmark Analysis: this will provide a benchmark for the program post submissions . This report will become

the base point for trending campaign traction, results and search visibility .

For more information please contact Mary Stich at TMP . Mary .Stich@tmpdm .com

Website Maintenance-50% Co-op

In effort to make sure that people searching the internet get routed to a dealers website we will co-op website maintenance programs . The company providing the service will be approved by Generac . In order to receive 50% co-op match on any online activities, the current dealer website must be updated and maintained . Website Maintenance must support the growth of the Generac product on your site .

Website Maintenance includes: Website Hosting Website building Website updates and enhancements

34


arke

tin

g s

upp

or

t

34

Creative servicesOutsourced creative services will now be eligible for 50% co-op reimbursement. We encourage you to find someone local but for those who wish, we have compiled a list of free lance people that we would recommend .

Please provide us with their contact information so we can contact them and forward the Generac Brand Guidelines to them . All created items will still required pre-approval for co-op .

Creative Development Services to include:

Literature Pieces Direct Mail Advertising Banners Signs Misc. Signage

Dodge/reed Database servicesParticipation Eligibility: All US-based dealerships will automatically be enrolled

Reed & Dodge Provide: An increased visibility of the marketplace collectively vs. each independent provider Coverage of the majority of projects Increased sales opportunities Contacts/insight to key contractors, engineers and stakeholders Customer management marketing database

Program Details: Generac Corporate will manage agreement for distribution Agreement is structured to provide 12 months of coverage One seat per dealership Cost of $1,125 for a quarterly billing cycle (one quarter in advance will be billed from Generac - not co-op eligible) Your account will be debited stating Dodge/Reed Payment Additional seat(s) cost is $250 per seat per quarter Each dealer will be responsible for their mining of data with a next phase of opportunities being mapped to CRM Your predetermined NMA (Natural Marketing Area) has already been assigned for each of you

Training: Webcasts will be conducted by both Reed and Dodge to become familiar with how the tools work and maximizing your

ability to capture the most from these resources . Webcasts will take place in early May . Watch for more details . Both Reed and Dodge will have an Account Manager to address questions you may have Our Inside Sales team will also provide assistance with these tools

What do you need to do NOW: Provide to Tom Manser ([email protected]) the contact information including e-mail address for the designated

individual who will own the seat

35


arketin

g su

ppor

t

print and Broadcast advertisingGenerac is aggressively advertising the Generac brand at a national level to target audiences . Our brand message is focused on specifying engineers, electrical contractors and end users . Ads will appear throughout the year in prominent industry trade publications . For a complete ad schedule, please contact the marketing department .

Local advertising that piggybacks on Generacs national advertising is an effective method for building dealer association with the brand . Generac has ad templates to help you customize your dealer message and gain awareness in your local market .

The latest print ad templates can be found on GENconnect. Give these templates to your creative services supplier or to the publication you will be advertising in . They can help you to customize your message . Remember to have customized ads pre-approved by Generac's marketing department before final placement to ensure it meets co-op requirements.

GENconnect also houses logos, product and application photography, line drawings, product descriptions and a press release to help promote your business and Generac products .

Generac has pre-produced radio and television commercials that can be customized with your own tag. If you are planning to create your own television commercial, Generac may have photos or footage available for your use . Please contact the marketing department to determine availability .

Generac requires review of all audio/video scripts and planned visual representations prior to co-op approval. Any dealers interested in creating broadcast media MUST involve Generac throughout the process.

Ads and logos MUST be in the proper format and resolution for printing. When creating new designs, embrace the use of white space and the black and orange of the logo . Any print advertising that does not include an authorized Generac logo will NOT be eligible . Please refer to the Trademark Guidelines for further instructions .

35

36


arke

tin

g s

upp

or

t

Special events and trade showsGenerac encourages you to participate in events to promote your dealership and the Generac products you sell and service . Our marketing department is available to assist you in identifying and planning events to ensure success .

To qualify for co-op reimbursement Generac products must be represented.

Must provide a list of product you will be showing. Photos or actual.

Events include, but may not be limited to, open houses, sponsorships, seminars, lunch & learns, trade shows, training, and speaking engagements .

The dealer MUST supply appropriate and sufficient personnel to attend all events. A Generac representative may also be available to attend .

Product literature should be used at all events. Use the literature request form found on GENconnect to order literature.

Generac equipment to be used for demonstration or show purposes may be ordered using the sales process outlined on page 13 . Generac does NOT provide or co-op equipment for show purposes .

Generac has a full complement of promotional merchandise available. This merchandise can be purchased and used as giveaways or prizes at your event . To purchase merchandise, visit the Generac Store on our Web site or in the Product Section of GENconnect .

To order graphics packages, please use the literature request form available on GENconnect .


36

37


arketin

g su

ppor

t

association membershipsGenerac encourages you to join associations that give you the opportunity to market your dealership and Generac products through networking. Many associations also provide tangible benefits to its members such as reduced advertising costs, speaking opportunities and access to target market contact lists. Before joining an association, speak with a representative from membership services to determine your full list of opportunities .

Generac is a member of many regional and national associations . Below is a brief list of associations to keep in mind when researching opportunities .

associations/networking opportunities

AEE Association of Energy Engineers

ACEC American Council of Engineering Companies

AFCOM A leading association for data center professionals

AHA American Hospital Association

APPA Association of Higher Education Facilities Officers

ASHE American Society for Healthcare Engineering

EEI Edison Electric Institute

EGSA Electrical Generating Systems Association

NERC North American Electric Reliability Council

NSPE National Society of Professional Engineers

PES Power Engineering Society

SAME Society of American Military Engineers

7x24 The leading knowledge exchange for mission-critical enterprise information infrastructures

For information on memberships in your local area and eligibility for co-op, please contact the Generac marketing department .

37

38


arke

tin

g s

upp

or

t

trainingGenerac offers ongoing mobile and modular training to help educate you and your customers .

Generacs modular training series allows you to bring training to engineers in your area and is designed to be conducted at the engineering firm. It does not require the presence of a Generac demonstration vehicle, it will also allow conducting training throughout the year which gives you the opportunity to have ongoing face-time with your local engineers . It will also allow the engineers to better understand the products you sell and service . Below are the topics covered in the modular training series:

Generator Sizing Generator Provisions & Installation

Generator Switching Engines: Terminology, Fuel Selection & Power Technologies

Paralleling Concepts & Implementation Alternators & Generator Controls

Understanding Generator Reliability Specifications for Engine Generator Sets & Transfer Switches

National Electric Code (NEC) Generator UL Listing and NFPA Standards

Each training session is 90 minutes in length and earns each attendee two contact hours. For every five training sessions attended, one CEU will be earned and/or 10 Professional Development Hours (PDH).

Please note: Training materials must be ordered using the Professional Development Seminar Series Literature Request Form (Bulletin 0173200SBY) .

pDssGeneracs "Pro Pack Plus" allows you to combine any four PDSS sessions with the PTT demonstration vehicle to create a full-day seminar. Attendees will receive 10 PDH and with completing the evaluations 1 CEU.

38

39


arketin

g su

ppor

t

training continuedpower trip

The Power Trip Trailer is a fully interactive, temperature-controlled vehicle that is dedicated to product demonstration and technical training .

The trailer houses two of the new diesel geneators and numerous switches that allow you to demonstrate the many advantages of Generac's Modular Power System.

The trailer is also equipped with a theater-style presentation room that comfortably seats up to 16 people.

Training materials and literature are included in rental cost.

Vehicle cost: $1,250/day or $5,000/week (co-op eligible). Generac trainer cost: $500/day (co-op ineligible).

Business Development Managers (BDMs) are available for training at no cost. (based on schedule availability)

For more information, please contact the Generac marketing department at ext . 2924 .

53' trailer with 22' tractor (75' total)

39

40


arke

tin

g s

upp

or

t

40

mobile training application for power trip trailer (ptt)

The Generac Power Systems Technical Support Vehicles are designed specifically for education and the demonstration of Generac Power Systems products throughout North America. These vehicles are available to Authorized Generac Power Systems Dealers and customers for local market use in specialty marketing events . To reserve the vehicles, complete this application and fax it to the Marketing Department at 262-968-1790 .

Dealership: ______________________________________________________________________________________Address: ________________________________________________________________________________________City: ________________________________________________ State:__________________ Zip: _________________Dealership Contact: ________________________________________________________________________________Phone: __________________________________________ Fax: ____________________________________________E-mail Address: ___________________________________________________________________________________

SELECT TRUCK:

Power Trip Trailer (PTT)

Any additional product or equipment your dealership would like to show in addition to the above mentioned product must be ordered, shipped, and set up solely by the dealer . Vehicle cost: $1,250/day or $5,000/week (co-op eligible). Generac trainer cost: $500/day (co-op ineligible).

For the power trip semi trailer only: Your event's parking location will require an approximate area of 100' x 50' to maneuver the trailer and tractor into its final parking position. Visitor entry into the trailer is on the passenger side which will require a level ground to accommodate the stairs. This side of the trailer CANNOT be parked up against a curb or other obstructions . Please have the parking area roped off by midnight so there is no need to have cars moved when the driver gets there to set up. PTT requires a purchase order and signature for corporate approval (see below).

**Please give / provide detailed driving directions or road obstructions that you are aware of that may delay the driver or cause him to find a secondary route ._________________________________________________________________________________________________________________________________ __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Customer No .: __________________

Type of event: Open House Customer/Prospect Visit Other: _____________________________________ Trade Show Event Name of Event: ____________________________________________________________________ Power Systems Seminar (8 hour educational class conducted by Generac) CHECK SEMINAR: Emergency Power Systems Parallel Power Systems Reliability Installation po#: _______________________________signature: ____________________________________________

Date: _______________________________title: ________________________________________________

Event Location Name: ______________________________________________________________________________Event Address: ___________________________________________________________________________________City: ________________________________________________ State:__________________ Zip: _________________Contact: _________________________________________ Phone:__________________________________________

Event Date: ____________________Start Time: _____________________End Time: _____________________

trailer Logistics and requirements: power trip trailer (ptt)

Length 53' trailer with 22' tractor (75' total length) Height 13'6" Width 8'3" + 2' extended mirrors (10' 3" total width of tractor)

Bulletin 0170600SBY / Printed in USA 09.04 rev: 01.08

41


arketin

g su

ppor

t

Fly-in programYou are encouraged to bring customers to Generac to learn more about the company, its production capabilities and its products . Fly-ins have proven to be highly successful in introducing customers to the broad capabilities of the company whose products you sell and service . Fly-ins have also had a direct impact on closing many key sales . Invite your key customers and enjoy a comprehensive and informative visit at our facilities.

Your visit to Generac will be tailored to your particular interests and requirements. We also offer industry specific Fly-Ins for the health care and data center industries .

Below is a typical schedule with a single overnight stay. A more comprehensive option is available if you wish to see more of our operations and facilities .

Fly-In starts with an informal Meet and Greet dinner . The next day transportation will be provided to Generac where you will take part in: Facility plant tours Generator demonstrations at our training center A brief, informal presentation targeted to your needs On-site application visit Business-specific discussion

One of the highlights of the Fly-In program is a visit to our corporate training center to see a live demonstration of Generacs Modular Power System (MPS) units.

Fly-Ins are scheduled monthly.

Generac supplies all meals, transportation, training materials and invitations.

Eligible for 50% co-op match for hotel accomodations and airfare.


42


arke

tin

g s

upp

or

t

promotional merchandiseGenerac offers a wide-range of promotional merchandise available for purchase . Merchandise can be used as a promotional and branding tool, keeping the Generac name in front of the audience you are trying to reach .

Tobeconsideredforco-opreimbursement,allpromotionalmerchandisemustbepurchasedexclusivelyfromour vendor of choice:

Promotional Edge 1900 Pewaukee Road, Suite O Waukesha, WI 53188 Phone: 866-235-0743

Promotional Edge will ensure quality-approved merchandise and the most competitive pricing.

A local vendor may be requested if Promotional Edge cannot match or beat your local vendors price.

To use a local vendor you must:

Get pre-approval from Generacs marketing department.

Provide a written quote from the local vendor and Promotional Edge .

Provide an embroidered sew-out of Generacs logo and artwork being placed on an item or a screen sample of the artwork .

Promotional merchandise can be found on the Generac Store under the Publications and Resources Tab of the Web site or under Marketing Support on GENconnect .

For more information, please contact the Generac marketing department 262-544-4811 ext . 2924 .

43


arketin

g su

ppor

t

LiteratureGenerac offers a full line of product brochures, technical perspectives, product case studies, point-of-purchase materials, and other printed materials for your use . Literature is a necessary support tool and should be used as part of sales calls, propos-als, events and training .

If you choose to create your own literature discussing Generac products or the sale and service of those products, these materials MUST BE PRE-APPROVED by Generacs marketing department to ensure they meet strict branding guidelines.

Generac produced literature can be purchased using the literature request form on GENconnect under Marketing Support. Simply print and fill out the request form and fax it to the Generac parts department at 262-544-0179.

All literature can be downloaded from GENconnect.


Customized LiteratureCustomize this literature with your information and logo! A great communication piece to let people know you are a Generac Industrial Dealer .

Marek Info: http://www .generacmarketing .com/industrialFirst time users can request a password, return users log in . We currently have the following customize literature for you .

6 .5625 x 9 .5 Tri-fold mailer or brochure . Customized with your messaging and logos and you can use it as a brochure or a mailer. Marek will take care of all your mailing needs!

Throughout the year we will be adding more documents . Following is a sample of the brochure/mailer now available .

Your Brief Company History Here

Your LogoHere

44


arke

tin

g s

upp

or

t

4444

Web site License agreementThis agreement is made on the latest date marked below and is between Generac Power Systems, Inc ., Waukesha, WI 53187 (Generac) and the dealer named below (dealer) .

Generac is owner and has certain proprietary rights to registered trademarks, logos, photos, images, animation and information all contained within the Generac Web sites (proprietary information) .

Dealer desires to acquire a non-exclusive license to use Generac information contained within its Web site .

Based on the mutual promises made in this agreement, the parties agree as follows:

1 . License grant. Subject to the terms and conditions of this Agreement, Generac grants dealer a limited-term license (without the right to grant sublicenses) to use the proprietary information for the purpose of developing a Web site .

2 . ownership. Dealer acknowledges that it does not have any ownership rights to the proprietary information by virtue of this agreement .

3 . Web site. Development, updates, revisions and maintenance of proprietary information .

a . All logo and registered trademark information must be reproduced in the same color, font and format as produced by Generac . The Registration Mark () and Trademark () are required, as applicable .

b. All specification data will carry the disclaimer Posted specifications are subject to change. The most current specification data will be available on the Generac Web site server . Dealer will be permitted to refer Web site visitors back to the Generac Web sites or link directly to the files ( .pdf format) on the Generac Web site server for the most current information . Dealers will not be permitted to duplicate, copy or transfer files ( .pdf or .wmv formats) to dealer Web site. Dealer will be responsible for maintaining accurate and up-to-date data, URL links, trademarks and logos on said Web site.

c . Product images or photos contained within the Generac Web sites may be used; however, may not be modified without the prior written consent of Generac . All other photos or images of Generac or its products must be approved by Generac prior to dealer posting on said Web site .

d . Generac online applications such as service publications, manuals, submittal drawings, video clips, etc . will not be permitted on the dealer Web site . Dealer will be permitted to refer Web site visitors back to the Generac Web sites or link directly to the files ( .pdf or .wmv format) on the Generac Web site server for the most current information .

e . Generac will grant permission for use of the proprietary information only to a dealer who has a current, signed Buy-Sell Agreement on file with Generac . Sub-dealers will be referred to their dealer .

f . Generac will not permit any of the proprietary information to be used in any manner without appropriate references to Generac and its logos and registered trademarks .

g. The dealer Web site must exhibit a professional image, appropriate text, images and photos consistent with Generac corporate strategic objectives. The dealer Web site will not contain any information, comments, photos, images or animation that Generac may view as being detrimental to Generac .

4 . Limitations on Dealer. Dealer agrees that it will refrain from duplicating, copying or transferring the proprietary information or any part thereof for use other than the development of the dealer Web site without the prior written consent of Generac .

5 . termination. Either party may terminate this Agreement at any time and for any reason whatsoever .

6 . applicable Law. Except to the extent governed by federal laws relating to copyrights, this Agreement is governed by the laws of the State of Wisconsin excepting those relating to conflicts of law .

The parties have executed this Agreement by their authorized representatives .

Signed By: ________________________________________________________ Signed By: ______________________________________________________

Title: ____________________________________________________________ Title: ___________________________________________________________

Dealer Name: _____________________________________________________ Generac Power Systems, Inc .

Date: ____________________________________________________________ Date: __________________________________________________________

Forward all Web site documentation to Deb Mengel, ext . 2717, Generac Power Systems, Inc .

45


arketin

g su

ppor

t

notes

46


arke

tin

g s

upp

or

t

notes

Marketing Support 2011 Final

Documents

Transcript of Marketing Support 2011 Final