1

#

Useful Information for Marketing

2

Table of Contents Useful Contacts/Websites .............................................................................................................. 4

Exhibitions ....................................................................................................................................... 5

121 Emails ....................................................................................................................................... 7

What are 121s? ............................................................................................................................ 7

For Exhibitions: ........................................................................................................................... 7

For Prospecting: ......................................................................................................................... 7

Expenditure ..................................................................................................................................... 8

How to raise a PO........................................................................................................................ 8

Monthly Marketing Report .............................................................................................................. 9

Where to find the data for the report: ........................................................................................ 9

Writing the report: ...................................................................................................................... 9

Quote tracker ............................................................................................................................ 10

Hold Script ..................................................................................................................................... 11

Smartsheet .................................................................................................................................... 12

Wordpress ..................................................................................................................................... 13

Dashboard ................................................................................................................................. 13

Posts .......................................................................................................................................... 13

Create a new post: .............................................................................................................. 14

Media ......................................................................................................................................... 14

Forms ........................................................................................................................................ 15

Add a recipient to the notifications: ..................................................................................... 15

Website Enquiries ......................................................................................................................... 16

Recording Enquiries ................................................................................................................. 16

Designating and Following Up Enquiries ................................................................................ 16

Inputting into GoldVision .......................................................................................................... 16

Marketing Activity Log – Videos .................................................................................................... 17

To put a video on Youtube ......................................................................................................... 17

GoldVision ...................................................................................................................................... 18

Homepage ................................................................................................................................. 18

Accounts .................................................................................................................................... 18

Account dashboard: .............................................................................................................. 18

Creating an account: ............................................................................................................ 19

Linking accounts:.................................................................................................................. 20

Contacts .................................................................................................................................... 20

Activities .................................................................................................................................... 20

3

How to add an activity: .......................................................................................................... 21

Updating an activity: ............................................................................................................. 21

Closing an activity: ................................................................................................................ 21

Opportunities ............................................................................................................................. 22

Quotes ........................................................................................................................................ 22

Campaigns ................................................................................................................................ 22

Reporting on GoldVision ........................................................................................................... 23

How to create a report: ........................................................................................................ 23

How to run a pipeline: .......................................................................................................... 24

Creating/Editing the Dashboard .......................................................................................... 24

Admin Console .......................................................................................................................... 25

Users – to add/edit/remove users ....................................................................................... 25

User Interface ....................................................................................................................... 25

Data Management ................................................................................................................ 26

User Interface – drop downs ................................................................................................ 26

Users – User targets ............................................................................................................ 26

How to Write a Mailer ................................................................................................................... 27

Create the target list/campaign ............................................................................................... 27

Create a New Source (new recipient list): ............................................................................... 29

To edit a source (add additional contacts to Marco circulation): ....................................... 29

Creating a follow up/2nd mailer to the campaign .................................................................... 30

Editing the Mailer ...................................................................................................................... 30

How to create a click through: ................................................................................................. 32

Click Through to a pdf/leaflet: ............................................................................................. 33

Click Through to a Booking Form: ....................................................................................... 33

Sending the Mailer .................................................................................................................... 34

Reporting on the Mailer ............................................................................................................ 35

Analysing bouncebacks from the mailers ............................................................................... 35

How to create the bounceback activities: ............................................................................ 35

Exporting the list of click-throughs/opens .............................................................................. 35

4

Useful Contacts/Websites  Sarah Medway – brochure, graphic, business card design.

Paul Winkley – Eden River Press – Printing of brochures, business cards,

leaflets.

Nichola McGregor – FreshPlaza – online advertising

Calum McEwan – GoldVision – Sales/Licences for GoldVision.

Gareth Howard – New Dimension – Fruit Logistica Stand builders.

Mandy Emeny-Smith – Asia Fruit Logistica, Fruit Logistica.

Colleen McDonnell – PMA.

Linda Bloomfield – New York Produce Show, London Produce Show.

Nicole Jeffrey – CPMA

John Toner – United Fresh.

Les Burstow – Vipernet – Creates/edits video loops for exhibitions

Shelby Moore – amends the hold script

Hunter Chrome extension – finds email addresses linked to websites.

Rhys Adams – K&N – organises logistics for shows.

Passwords doc – password Ramco123.

5

Exhibitions  7 exhibitions each year: Fruit Logistica – February - https://www.fruitlogistica.de/en/

o Set up by New Dimension, send over stand details and beco messe log in details early December.

o Food and crockery are sent over to ND before. This can be found on the marketing shelf and use the previous year’s tesco order to see what needs to be bought.

CPMA – April - http://www.convention.cpma.ca/

London Produce Show - https://londonproduceshow.co.uk/

United Fresh – June - http://www.unitedfreshshow.org/

Asia Fruit Logistica – September - https://www.asiafruitlogistica.com/

PMA – October - https://www.pma.com/events/freshsummit

New York Produce Show - https://www.nyproduceshow.com/ In each exhibition folder, there is a timeline and checklist (a template can be found: S:\Sales\Marketing\Exhibitions and Awards). This shows each task required for certain exhibitions. It is important to book the stand as early as possible to obtain a good stand location. Note: some exhibitions use a points system for stand locations which depends on how many years Marco have exhibited. The marketing campaign for each exhibition consists of 4 mass mailers alongside personalised 121 emails. It is important to report the success of the campaign and also the whole exhibition in a report. An example can be found here: S:\Sales\Marketing\Exhibitions and Awards\Fruit Logistica\2018\Docs called FL2018 Report. The exhibitions using Freeman tend to be quite slow and require a lot of chasing. It is important to save and print all confirmations/invoices/graphic confirmations prior to the show in case of any errors on the day. Before each exhibition, a pack needs to be created for the team attending, including: Tickets Signed application

6

Stand equipment confirmations/invoices Graphic proof/confirmation Hunter list & map showing target clients/customer stand numbers 3 copies of the meeting list Floorplan Lead sheets – created and printed – template in

S:\Sales\Marketing\Exhibitions and Awards. An email signature will need to be created a month or so before an exhibition and sent to each person emailing externally. The video loop required for the show will need to be discussed with Murray to see if he wants to show any new videos. If so, Les Burstow can amend the loop or Brett in support. After each exhibition, the leads get recorded onto an excel document so that they can be designated to the right person for follow up. A template can be found: S:\Sales\Marketing\Exhibitions and Awards Once leads are designated this document and paper leads if necessary are given to the sales team and activities on GoldVision are created. The paper leads are put in a folder into the marketing cupboard. Once leads are followed up the exhibition report can be created for future reference.  

7

121 Emails  What are 121s?  121s are personalised emails we send to certain clients to book meetings or site visits for the sales team. We tend to use a template so that the same message is portrayed throughout the business. If required, the following document shows some examples of templates used in the past: S:\Sales\Marketing\Exhibitions and Awards called “121 template”. A report/list of contacts is exported from GoldVision in order to show who has been contacted and to designate a list for each person doing the 121s. It is important to look on GoldVision at the previous contact that we have had with the company, if one of the sales team are quoting (the account is on the pipeline) or they have received an email in the past 1-2 months, then don’t contact. For Exhibitions:  Prior to each exhibition 121 emails will need to be sent to a variety of clients to book meetings on the stand. The list is taken from a GoldVision export of key contacts with their details. The lists created are: Customers Opportunities (companies quoted) Activities Exhibitors Click throughs from the marketing campaigns List of general contacts on the system.

 For Prospecting:   The prospecting plan alongside further external communication is recorded in the comms plan in the marketing folder. To correspond to the prospecting strategy, we undertake both market research and mining the database for sales visits and targeted areas. Using a list saved in the market research folder, send templated 121s and record the results as a summary and in the marketing measurements document: S:\Sales\Marketing\Strategy\2018 – 2019

8

Expenditure  In the expenditure folder, there are 3 folders and 2 documents. Anything marketing, not exhibition related is recorded in the marketing expenditure document – this runs by financial year. Figures for the exhibitions are saved in the exhibitions document – runs by calendar year.

Actuals and forecasts are shown on the year totals – yellow is an actual and grey an estimate. Only input the month when the amount has been paid. When the month is input into the cell (in the same format as the monthly expenditure tab) the figure will also go into the year totals on the summary tab.

Figures are saved against PO’s when paying by bank transfer. When an invoice comes in it must be signed off by Mandy and an electronic copy saved in the invoices folder referring to the PO number. How to raise a PO  There is a shortcut to the purchase order folder saved in Marketing.

1. Obtain PO number from the document called “purch order log – from august 2018”.

2. Fill in required details – job number or stock and also customer is marketing. Note: if it is for an exhibition put the name of exhibition in the customer column next to Marketing.

3. Taking the number into account, open the excel document “General – PO list” to write in the amount.

4. Create the PO from the template “purchase order master template June 18” 5. Fill in the necessary details and save as “PO number – Supplier name”. 6. Send number or protected pdf to supplier and ask them to refer to the PO

number on the invoice for our records.

9

Monthly Marketing Report  Where to find the data for the report:  Prior to writing the monthly marketing report, go to S:\Sales\Marketing\Strategy\2018 – 2019 and gather the required data. Open the “marketing measurements” document to fill in the necessary information. Mailers Tab: We record the results from mailers both my month and campaign. You can find the data for this in GoldVision connect under the reporting tab of each mailshot (for more information on this, go to the how to write a mailer section). Leads: This tab shows the origins of the leads. You can find this data from the activities tab. Filter by created date and choose the month. Count how many of each type of activity appears and input the information into the excel. (See GoldVision Activities for more information). Prospecting: fill in the type of prospecting completed ie. site visit or research for a specific area. Once this data is filled in, the marketing report can be created. Writing the report:   You can find a template for the marketing report at: S:\Sales\Marketing\Strategy Explain any recent projects in the last month that have been started/completed e.g. videos, website development, brochure creation, exhibitions. Analyse the results of the ongoing prospecting plan by listing the sales trips and its results ie. number of emails sent, number of meetings booked and number of hot leads passed on for future. If there were no sales trips in that month explain what was done for prospecting. The marketing and sales support section can be taken from the marketing homepage on GoldVision (more information on this in the GoldVision section). New Lead Activities – these are the number of activities created each month. Get this number either from GoldVision or from the marketing measurements doc – explain where the leads came from ie. website enquiries/exhibitions. NB: please exclude from the total the invalid emails/bounceback activities as that is an administrative task and doesn’t relate to sales/marketing.

10

New accounts added – This can be found on the marketing homepage on GV or by searching in accounts, filtering by created date. As the accounts added may have come from other departments, those related to sales/marketing can be shown by filtering by updated by to show who added the account. New contacts added – as above but to show sales/marketing contacts filter by created by. Quotes – Can be found on the marketing homepage or get the total number from the opportunities tab and filter by created date. Objectives will be discussed with Louise and/or Mandy. Once approved send to: Murray Hilborne, Russel Hilborne, Russell Shenton, Mandy Hart, Mariette Hilborne, Jon Heard, Jack Lidiard, Paul Seamons, Simon Astill, Alan Thomas, Andy Legg, Eva Luna, Sonia Teruel, Amanda Cormack & Charlotte Campion. Once sent, please save a copy in: S:\Sales\Marketing\Strategy\2018 - 2019\Monthly Marketing Reports for Murray to look back at. Quote tracker  A weekly report is pulled to show how many quotes were created weekly. The results come from the amount in drafts in Sales Order Workflow and the quotes issued in opportunities.  

11

Hold Script  When the hold music needs changing a new draft needs to be created and sent over to ph media (contact details in useful contacts section). The drafts can be found here: S:\Sales\Marketing\PH Media Create a new number and version and once approved send over to Shelby Moore. When complete they will send over a file with the hold music on. Ask Russ for the USB and transfer the file from your desktop onto this USB. When he has input it back into the system call PH Media for them to test it.  

12

Smartsheet  https://app.smartsheet.com/b/home Smartsheet is used for the marketing activity log to show the day to day planner, this runs alongside the comms plan which is monthly whereas the marketing activity log has more detail in it. Drag the icons into the specific day and click edit to label and group them, the lines at the end of these icons are used to drag across various days to show a task lasting for more than one day. Once complete, right click and edit in order to tick the complete box. When updated weekly it gives Mandy an accurate idea of the ongoing tasks for marketing. Smartsheet also shows the quote tracker which is used to monitor the status of ongoing quotes and designate them to the correct person.

13

Wordpress  https://www.marco.co.uk/wp-login.php?redirect_to=https%3A%2F%2Fwww.marco.co.uk%2Fwp-admin%2Fedit.php&reauth=1 Username: marcoadmin Password: m@rc0pr0duct1v1ty Dashboard Shows a summary of the recent activity/reports through the website.

It shows how many posts we have done on the news section, how many pages we have created and what links we have put into these posts/pages. The total form enquiries through our contact us page and also the new formcraft section on various pages. The most popular downloads – these will need updating in future! Posts Shows the posts we put onto the website. From here you can create a new post, create a new translation of a page with the + sign underneath the country flag.

14

Create a new post:  

 

1. Enter title 2. Choose frontend editor – shows the view as shown on the website.

3. Add elements/text blocks to build up the desired page. The top of the page shows templates and shortcuts. On the right-hand side you can preview the page in the view of different devices. Backend editor will take you back to the original page if you want to design it from a different perspective.

4. In the backend editor set a featured image (bottom right-hand side)

This is the image that will be shown on the preview on the news section of the website.

Media This page is used to give a Marco URL to specific pages, brochures, images. We use this for click-throughs to our mailers e.g. inputting a click through for RFM on a mailer would require adding the leaflet to media and copying the url onto GoldVision Connect (more information on this in the writing a mailer section). To add something to the page, either drag the file over to the page and drop, or click add new. The URL is taken from clicking on the image and copying and pasting it

15

from the top right. Forms Shows the forms we use for the contact us page and also the forms for booking meetings. The forms on individual product pages are created through formcraft. Any entry is sent via email but backed up on each form under the option “entries”.

The contact forms don’t often get changed but the form for “Marco Exhibition Bookings” is what we use when creating each exhibition booking page. When creating the page for each exhibition make sure you go onto this form and change the date/options for the form. If you need to add extra fields these can be found on the right-hand side and just need to be dragged into place. Click update to refresh the page. Add a recipient to the notifications: By placing your mouse over each form, a variety of options will appear. Click on settings and notifications to see who receives the enquiries and to edit this if required. For example:

16

Website Enquiries Enquiries that come through the website come through to the marketing department emails have to be recorded, designated, followed up and input into GoldVision. Recording Enquiries Every enquiry (hot or cold) has to be saved into the “website enquiries” spreadsheet located: S:\Sales\Marketing\Strategy\2018 – 2019 In the contact form tab, input all necessary information – “to be actioned by” is input once Mandy/Murray decide who the lead is for. The total tab is used as a summary to say which leads are sales orientated. Designating and Following Up Enquiries Potential sales enquiries need to be sent to Mandy so she can designate the correct person to follow up, prior to sending it over it is best to research the company to save her time. If designated to the sales team, add to GV and create an activity (more information on this later). If designated to marketing send an email thanking them for the enquiry and sending the required information. If asked to find out more about the company the range of questions I ask tend to be:

1. What products do you pack? 2. What are your season lengths? 3. Where are you based? 4. Do you have a website that we could have a look at? 5. Where do you export to?

Inputting into GoldVision If the enquiry is sales related as soon as it is designated the contact details need to be input into GoldVision with an activity created – called a Data Hello.

 

17

Marketing Activity Log – Videos This shows all videos we use for marketing material and also the documents on the website or in Marco URL. This can be found in the marketing folder. Whenever a new customer video comes in you will need to add this to this document (if approved it can be sent on for 121s). To put a video on Youtube Log on to Marco’s youtube account using the password file and click the create a video icon on the top right. The video must be selected as unlisted and once uploaded copy and paste the url into the marketing activity log.

18

GoldVision  GoldVision is our CRM database used to monitor and track all communication with primarily prospects and customers. It is also used to monitor hot leads, create orders for the projects department and report on this giving management real-time sales reports. Marketing tend to deal with GV the most as we undertake the database management, marketing campaigns and general administration of the database. The following image shows the main options you have when opening GV:

Homepage This shows your dashboard and any activities you may have open – this can be designed and changed to suit your preferences.

I have added to my homepage the sales and also marketing dashboard. The marketing one is particularly useful for the monthly marketing report. To edit/add to these dashboards please see dashboard section. Accounts Accounts shows all the businesses we have on the system. Open any account or contact by clicking on the name. Filter by various options by choosing the dropdown menus available:

Account dashboard: Open the account so this screen appears:

19

This is the account dashboard which shows the account summary. The top section shows the basic details of the account. The section below overview shows highlights of the account and by clicking on each option you are taken to a new screen showing this specific section in more detail. You can also navigate to these screens by clicking on the arrow next to overview. E.g. contacts shows all contacts linked to the account. Details shows the company details, to edit this click edit in the top right and then save. The top left button (saying account) it the edit option, this is where you can create new aspects/add more information on the account. NB: when accounts are no longer active/needed, click on this button and choose “make dormant” rather than delete – just in case the account is ever needed again. Creating an account: To add an account to GV click the new button either on the top left or top right. The following screen will appear:

In order to save, the fields in red must be completed in order for it to save. If the HQ address is the same as the pack house address, click the arrow down next to the primary address – this will copy the whole thing down.

Email domains need to be filled in if we have the information – this means that even if we have a contact from the company which emails us, if they are not in the system they will still be tracked so we can then add them.

When choosing the industry, pick the primary product of the company – if it’s not in the options it will need to be added through GoldVision administration console (keep reading).

There will be times when duplicates appear when creating accounts, only input one correct version for each account to save clogging the database.

20

Linking accounts: If there are multiple branches of the same company on GV (they have to be separated for invoicing purposes) we can create links so we know the connection. Open the account and go to the links section, click new and choose what to link the account with. Search and select the appropriate account, explain the link and create. This also works for contacts. Contacts The contacts section of GoldVision is the same as the accounts and works the same way. Only thing to note is the contact preferences and those who want to unsubscribe.

The contacts who do not want to receive anything from us have (UNSUBSCRIBE) in the name and also do not have the @ box ticked stating they do not want to receive any marketing material from us. Activities Activities are the marketing department’s tool of identifying the hot leads from the rest of the database. When we have direct contact with a company and they have shown interest in our products, we generate an activity and designate it to the correct person. (This links into the website enquiries).

21

Please note: marketing also uses activities for a database management tool – after each marketing campaign we set a rule to automatically generate an activity against a contact whose email is not valid. How to add an activity:  Click new activity. Summary: is how we met the contact, the country they are based in and the industry. E.g. Fruit Attraction 18 (UK, grapes) For reporting purposes, the method of contact is very specific, the options are: Data Hello – website enquiries Direct Contact – site meetings, HQ visits. Call In Exhibitions – state the exhibition and year Mailer replies Research – prospecting Referrals

When we meet someone more than once (for example at 2 exhibitions) this summary changes to the last point of contact. For example, Fruit Attraction 17 changes to Fruit Logistica 18. Type: New leads are business development but when we have met more than once they become existing lead. Start date: date of the enquiry. Due date: depending on the quality of the lead – I tend to put one month after the start date. Contact: Point of contact from account. Status: In progress until they order or become a cold lead. Owner: whose lead it is. Note: Date first and then update of activity. Describe what has happened and the action taken afterwards. Updating an activity:  Type becomes existing lead. Due date is altered to suit the new updates. Click on the note and edit. Add in the new updates from the account. Closing an activity:  To close an activity, choose the correct one and change the status to complete. Open the notes and at the bottom write: LEAD CLOSED with the reason for closing e.g. order placed, no contact in 2+ years.

22

Opportunities This tab shows open quotes, lost orders and orders we have won. It is mainly used by the projects department but marketing also uses it to see how many quotes were sent out by filtering by created date and owner. Quotes Not used for marketing it is a system support tool. Campaigns This tab shows each marketing campaign we undertake. From here you can select a campaign to see each stage, how many mailers we have sent out and to who. The arrow on the left-hand side of the screen opens new options:

Sources: Shows us all of the lists of recipients we create for each campaign. For example, a campaign that needs to be sent to strawberry producers in the UK would have a list of recipients created for this – this page shows the list of recipients so that you can add/edit or remove it. Stages: Shows each step of the campaign ie. every mailer/external communication that is produced. Contact clicks: shows the people who have clicked through to various campaigns. Unsubscribes: shows the list of people who have unsubscribed through our mailers. Please note: the button on the mailer to unsubscribe automatically unticks the contact preference box. However, it is important to go into this page and write UNSUBSCRIBE next to the name so that we know straight away not to contact them.

23

Reporting on GoldVision  Reports can be pulled from GoldVision to export a variety of information in different formats. They can show specific accounts, contacts, activities, sales in excel, pdf and word format – we just export them to excel. We pull reports for various reasons such as: contact lists for 121s, pipelines, lists for prospecting. NB: when searching for items in the fresh produce industry you can’t click on fresh produce for an industry, you have to do a group search selecting the individual items. For a fresh produce search, it is best to use the following search to save time writing it out: *asp|*berries|*cherries|*cut|*fruit|*grpaes|*mushroom|*salads|*soft|*tomato|*veg The * is used before each word as it will pick up only half of the word in the search instead of having to write out the whole word each time. The | is used for a group search. An ! before a word will eliminate that item from the search. The fields of the search can be changed by altering the drop-down menus. How to create a report:  The concept of creating a report is the same regardless of the data you are wanting to export. For example, to export all fresh produce prospects in Spain:

1. Select the options on GoldVision to bring up the target list:

2. Click Report

3. Create a report

4. Enter a name for the report and choose “save a new report for editing” (if you

want to run the same report again in future with new recipients) or “run a once time…” if you will not run it again.

24

5. This screen will appear. In order to change the fields that will be shown on the excel (column headings), click edit and add/remove fields in the middle box.

6. Once done, click save and run. The export will now start to download. 7. Once in excel, highlight all and unclick merge and centre – the document is

now ready to edit. How to run a pipeline: The sales team will often need an export of their pipeline (their open quotes). We also export it when creating the 121 list in order to remove pipelines from the list – this stops us contacting the sales team’s hot leads. Running a pipeline is the same as running a report already created in the past.

1. Go to tools and reporting.

2. Click all and search pipeline – this will show all reports/pipelines created that

can be generated. 3. Open the pipeline or to run it immediately click the arrow next to the target

pipeline. 4. Once run, it will export to excel and will need to be edited just like any report.

NB: Say you ran a report on South Africa Fresh Produce and a month later you wanted to rerun the report to show the new clients that have been added to the system, go to this same page as pipelines but type in the specific report. Creating/Editing the Dashboard The dashboard on the homepage is created through reports on GoldVision by sorting the data in either calendar or financial year and creating a report. However instead of creating the report in the report tab, click create a chart.

25

Once the chart is created click the add to homepage button and it will appear on the dashboard for everyone to use. Click here for more information https://www.gold-vision.com/Support7/help.aspx Admin Console The admin console is used for a variety of tasks, it can be found in GV under tools. It looks like this – I will go through the pages you may need:  

  Users – to add/edit/remove users This shows all of our active and inactive users with the column on the left showing which type of GV they have. Mailtracker = just tracks emails – no access. Goldvision/Goldtracker = can access GV but there are different levels within the users. To add a new user, click new and fill in the correct details – it is easier to copy someone else on the same level ie. in the same department. The primary team gives different access options depending on the department and you can only access opportunities and sales figures with the sales administrator user level. If you cannot add a new user, this means that there aren’t enough licences available. You can find this out in the settings menu along the top bar under licencing. If there are not enough, contact GV for a quote and they will give you a licence which can be applied. User Interface This shows the interface options available on GV, if you ever need to change the way GV looks, you go to here.

26

Data Management Import Data: This is the tool which enables you to do bulk imports into GV. There is a guide on how to do this: S:\Sales\Marketing\Goldvision\Importing Template Merge Accounts/Contacts: There are a lot of duplicates on the system, when you come across one, merge the accounts.

1. Input the company name which you want to move into the source search bar. 2. Enter the company which will receive the new data into the target search bar. 3. Click delete source after merging. 4. Click Merge.

User Interface – drop downs This page is used to add extra products to the industry option on GV. The active options shows what we use currently and the right have been created in the past that can be moved back by changing the “deactivate” option. Add an option with the button on the left and make sure it is activated. Users – User targets If Mandy wants to change the sales team targets click on this option and user monthly sales targets. From here you can edit those present already or create new ones using the same format. This will affect the heat chart on the management team’s GV dashboard.

27

How to Write a Mailer Example: Asia Fruit Logistica – Attending Create the target list/campaign  In order to create the mailer in GV connect, a campaign needs to be in GV. This image shows each campaign we have run in the past. If we want to re-run a campaign ie. keep the same target group which is good for exhibitions, open the campaign and add an additional stage. For Asia Fruit Logistica 18 we want a new campaign due to a more precise target market:

1. Click New

2. Create the campaign Summary: Exhibition/Event & Year Owner: Alice Britton Type: Not set Leave everything else blank.

28

3. Create Stage – Account/Contact

4. Edit the stage

Summary: Asia Fruit Logistica 2018 Media: Email Connect Type: Exhibitions The column on the left shows the lists created in the past that can be used to create the list of recipients. Note: if the target market isn’t included in these lists, a new one will have to be created (please continue reading). Always include internal Marco and exclude customers unless told otherwise.

5. Click Save & Run the stage. Note: if a note appears asking whether to refresh before running, choose “refresh recipients before sending. When the run completes, the mailer will appear in Connect for editing.

29

Create a New Source (new recipient list): To create a new list for a campaign that isn’t shown already in the choices. Filter the target market on GV. As shown below for example: Then click Campaign in the right corner in the action row. The following pop up will appear:

From this box, you can create a new campaign with just the selected recipients, or you can click create a new campaign source which will create the target list for the campaign you are updating. Fill in the summary box and owner. Then click ok. Your campaign source will now open and you can edit and add recipients by clicking in the centre boxes. To edit a source (add additional contacts to Marco circulation): If you need to add an employee to the Internal Marco list for mailers, click on campaigns.

1. Click on the arrow on the left-hand side screen and choose sources.

30

2. Choose the source and click on the number showing valid for email. This will bring up the following window:

3. From here you an add, edit and delete the chosen recipients.

Creating a follow up/2nd mailer to the campaign  When creating a second mailer for a campaign, there is no need to create everything again but open the campaign and choose “create a follow up”, follow the steps but just change the name e.g. AFL18 – 2

Editing the Mailer  When the campaign has finished running in GV, it will appear in Connect:

1. Open the mailer by clicking the title.

31

2. Choose Drag & Drop

3. It is a lot easier to copy another mailer for a template to save recreating the mailer. Click “apply template or copy another design”.

4. Use a previous template or copy a previous mailshot. Note: Copying a

mailshot is quick and easy when sending the same mailer to different time zones.

5. Apply the design and click ok to overwrite. 6. Change the sender name and email address. E.g. alicebritton@marco-gv.com 7. Change Subject

32

This shows the dashboard used to create a mailer.

Notes: Change images by double-clicking. Adjust spacing by clicking on specific box and alter spacing on the right-hand

side edit bar. Add extra text boxes, columns, images, dividers in the elements tab.

How to create a click through:  To provide a click through for a booking form, video or leaflet, click on the button/image and insert the url.

33

Click Through to a pdf/leaflet: Create the document as usual. To get the url, go onto wordpress:

Choose media and add new. Select the correct file. Once loaded open the file through wordpress and copy and paste the url into the mailer.

Click Through to a Booking Form: The forms are generated on Wordpress in the form section on the left. Edit the exhibition form already created to be used on the click through. The best to use is Marco Exhibition Bookings. To create the click through, create a new page. Use the frontend editor to see the final look whilst editing.

34

1. Title: Marco to Exhibit at Asia Fruit Logistica 2. Add image as a header by adding an element. 3. Add a countdown if necessary. 4. Add gravity form to upload the form previously edited into the page. 5. Save Draft and return to backend editor. 6. The url for the page can be found here:

7. Publish and copy and paste url into the mailer. Please note: when these pages are published they are not on the website but just host a marco url. They are still visible online but viewers would have to find the exact url. If anyone asks to input some media into a marco url this is how you create it/upload it to media but it is not 100% private. Sending the Mailer  Send a preview to your email address to check the formatting. To send, go to the send tab and tick all 3 T&Cs and schedule to send now or at a specific time. The replies will go to the email you choose. Note: If sending a mailer in a language with written accents, click the box UTF8 Encoding as if this is not selected, the accents will appear as question marks.

35

Reporting on the Mailer Once sent, reports can be taken from the reporting tab of the mailer and put figures can be put into the marketing measurements document in the strategy folder. This is helpful for the monthly marketing report. To export a list of click throughs for exhibitions/prospecting, download the tracking data from the export tab of the mailer. Analysing bouncebacks from the mailers  As part of database cleansing we create follow up activities to remove and replace contacts that have invalid email addresses. How to create the bounceback activities:  Open the specific campaign in GoldVision and create a follow up to the mailer. Fill in the campaign stage: Summary: Bouncebacks Media: Phone Type: Exhibitions (if exhibition – copy the previous) Leave everything else. Create follow-up activities as “create contact activities”. Activity owner is person cleansing the database. Click Save. Yes, to add a rule. Choose connect and bounced, then save. This will refresh the data. Once refreshed, click run and this should generate the activities. When doing the bouncebacks, check the validity of the email address at https://hunter.io/verify if invalid, make the contact dormant and find a replacement if possible. Exporting the list of click‐throughs/opens In order to obtain the list of people who have opened or clicked through on mailers, go to GoldVision connect and choose the mailer in mailshots. Choose the export tab and download the report that is required. NB: total tracking data shows the people who have opened the mailer.