0406 Exider-Pres - Short

Automation and Drives
Siemens
exider Automation and Drives
A&D GC Team A&D exider
Situation
Hanover Fair:
 Leading Fair for the industry
The effect finishes at the German border...

 ... only 12% foreign visitors
 ... at regional Fairs, Siemens has no chance to present
itself as at Hanover Fair.

Goal for Europe
 Goal for A&D in Europe in GJ 99/00 GJ 05/06*:

- Market share 8% 15%
- Turnover (in Euro) 2“6 4“
 To reach this goal A&D needs

(from a marketing communication point of view):
- a higher awareness for certain segments
- a more positive image
- strong increase in qualified promotion
* A&D European Conference, Luzern, Mai 2001

Task
 The communicative efficiency of HMI has to

internationalised, to increase the promotion output
 Raising profile rate of all target groups
 Allocate and strengthen the A&D image positively
 Support A&D sales activities


What is the exider ?
 A 280 m long - 14 wagon train (longer than a double ICE)
 With multimedia equipment as

4 servers,
 190 DVD players,
 60 local PC‘s,
 224 plasma screens and
 15 km of data cable
on board

What is the exider ?
 Presenting the offer of A&D: 80.000 products, systems and

solutions
 To customers, potential customers, business partners,

opinion leaders, journalists and employees.

The Siemens exider,

a very special A&D roadshow

Some figures . . .
24 Countries
112 Cities
70.000 Km




Irapuato

To reach every place on time,

the exider travelled . . .

. . . by rail

. . . but also by other

ways as . . .

. . . byCraning
ship

. . . by truck

. . . and by plane

Some figures . . .
150.000 visitors
27 months
6 + 5 languages
5 content actua-
lizations
150.000 Visitors of which:
 25% were non customers
 the average visiting time on the exider was 90

minutes (exh. 23 min.*)
 over 80% had a detailed technical talk with our

specialists (exh. 20%*)
 93% gave best notes to the technical competence

of the Siemens team on board (exh. 60%*)
 87% would "most definitely" recommend the

exider to others
*(exh. = average value at exhibitions)
Communication Achievments
 the visit of the exider improved Siemens image at 35% of

the visitors (german customers 11%, mexican non customers 87%)
 for 47% it was remarcable to know how broad the Siemens

A&D offer in process automation really is
 introducing the overall A&D offer to:
potential customers
 Showing our complete offer to existing customers:
cross marketing factor

Bereichskennung
oder Produktname
Content
Management


Exider

exider content through 2002 / 2003
6 + 5 Language
versions
English (GB, USA, Canada)
German
French (Belgium, France, Canada)
Italian
Spanish (Spain, Mexico)
Chinese

exider content through 2002 / 2003
5 Actualizations
9 regional adaptations
GB
Italy
Belgium
Netherlands
France
Spain + Portugal
Denmark + Sweden
China
NAFTA A&D GC Team A&D exider
Big events
Events gathering attention of customers
 at Daimler Chrysler plant Sindelfingen – October 02

 at FAW/Volkswagen plant in Chang Chun – October 03
 Special events for customers at VW/Puebla, BMW/Greer,
Cemex/Monterrey, Carrier/Brussels, . . .

Events gathering attention of goverment

authorities
 British Industry Minister
 Chinese Vice Minister of Railway
 Chinese Minister of Science and Development
 Former Governor of Shenyang, actual chinese Minister of
Comerce
 Mexican Minister of Comerce

Exider joining fairs and exhibitions:
 MACH and Drive & Control - Birmingham – April/Mai 02

 EFA - Leipzig – September 02
 ENDIEL - Lisbon – Mai 03
 Shanghai Industry Fair - Shanghai – November 03
 National Manufacturing Week - Chicago – February 04
 Global Petroleum Show - Calgary – June 04

Exider generating special events . . .
 VIP Customer Event – Stuttgart - October 04

 SIMTEC - Munich – Mai 03
 NEAD (National Electrical Distributors Association) –
San Francisco – Mai 04
 Events for employees of the former Axiva – Frankfurt –
September 02 and Milltronics – Peterborough June 04

Bereichskennung
oder Produktname
Press coverage
Us and mexican examples
The results
 increased market share
 additional sales with:

 new customers
 additional business at existing customers
 big PR and media effect
 high internal identification and motivation

generating sales momentum out of the leads

Press coverage in cm/col
18.000 cm/col
56
Newspaper pages
Articles in daily press 45%
Articles in A&D related technical press 45%
Articles in non A&D related technical press 10%
Press coverage in monetary value
1.700.000 €

Logistics


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0406 Exider-Pres - Short

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Automation and Drives

The effect finishes at the German border...

A&D GC Team A&D exider

Goal for Europe

 Goal for A&D in Europe in GJ 99/00 GJ 05/06*:

 To reach this goal A&D needs

* A&D European Conference, Luzern, Mai 2001

A&D GC Team A&D exider

 The communicative efficiency of HMI has to

 Raising profile rate of all target groups

 Allocate and strengthen the A&D image positively

 Support A&D sales activities

A&D GC Team A&D exider

A&D GC Team A&D exider

What is the exider ?

 A 280 m long - 14 wagon train (longer than a double ICE)

 With multimedia equipment as

A&D GC Team A&D exider

What is the exider ?

 Presenting the offer of A&D: 80.000 products, systems and

 To customers, potential customers, business partners,

A&D GC Team A&D exider

The Siemens exider,

A&D GC Team A&D exider

A&D GC Team A&D exider

A&D GC Team A&D exider

A&D GC Team A&D exider

A&D GC Team A&D exider

A&D GC Team A&D exider

To reach every place on time,

A&D GC Team A&D exider

A&D GC Team A&D exider

. . . but also by other

A&D GC Team A&D exider

A&D GC Team A&D exider

A&D GC Team A&D exider

A&D GC Team A&D exider

150.000 Visitors of which:

 25% were non customers

 the average visiting time on the exider was 90

 over 80% had a detailed technical talk with our

 93% gave best notes to the technical competence

 87% would "most definitely" recommend the

 the visit of the exider improved Siemens image at 35% of

 for 47% it was remarcable to know how broad the Siemens

 introducing the overall A&D offer to:

cross marketing factor

A&D GC Team A&D exider

A&D GC Team A&D exider

A&D GC Team A&D exider

exider content through 2002 / 2003

A&D GC Team A&D exider

exider content through 2002 / 2003

Events gathering attention of customers

 at Daimler Chrysler plant Sindelfingen – October 02

A&D GC Team A&D exider

Events gathering attention of goverment

A&D GC Team A&D exider

Exider joining fairs and exhibitions:

 MACH and Drive & Control - Birmingham – April/Mai 02

A&D GC Team A&D exider

Exider generating special events . . .