End user engagement in Trouw Nutrition Status Quo Henrieke

End user engagement in Trouw Nutrition Status Quo Henrieke van Praag-Pol 2 November 2015

Reason for interviews Relevance? End eng age user me nt Impact? Need? Benefit? Where are we today? 2

How important is end user engagement for you? 3

Interviews We interviewed 8 OpCos: TN Benelux TN Germany TN Great Britain TN Hifeed TN Italy TN Poland TN Mexico Nanta This provided insight, input & initiatives 4

Common grounds by definition Strategies to ensure connecting to and engaging with the end user in order to create a direct relationship with the end users of our products. End users are integrators and farmers. 5

Statement 1 – To agree or not to agree ‘‘ In my market we have to further improve the relationship with end users in order to strengthen our competitive position. ” 8 out of 8 agreed 6

Statement 2 – To agree or not to agree “ To approach end users in my market at the right time, our communications and actions have to be driven by what we know about them as individuals. ” 7 out of 8 agreed 7

Insight statement 2 YES! We do want to know end users at individual level. But: mind influentials also! .not only at the right time, but also in the right context and with the right content! The better you know them, the better you can target. It is a 3-way dialogue. We have to keep the intermediary business on our side. They have a day-to-day dialogue with the end user. We are specially focused on products, not really on concepts or integrated approach. An end user cannot recognize himself. We should recognize and describe pains/pleasures of end users. Personal dialogue is most valuable for integrators. 8

Statement 3 – To agree or not to agree “ Now we have the tools we need to reach the end user individually and engage him/her in a dialogue; a conversation with benefits for both parties. ” 5 out of 8 agreed 9

We do want tools, but do not all have the ‘toolbox’ yet – or need proper training! Microsoft Dynamics CRM is not implemented in all OpCos. Insight statement 3 Tools available, such as CRM and ClickDimensions, are not always fully utilized. Lack of ideation or instructions. There currently is a mismatch: Nutreco tools are quite static, whereas the end user is dynamic. This requires more flexibility from Nutreco and a broader development of tools and support capacity. Current tools are not advanced and professional enough. We lost momentum, because usage was not always possible technically. Desire for training. 10

with the end user most promising? FOR ALL BRANDS: HIGH VALUE, HIGH MARGIN PRODUCTS A product alone will not permit us enough to distinguish ourselves from the competition. We do technical sales, but also promote services, so a direct relation is needed. It’s about commitment with the customer and about quality assurance: delivering the promise. 12

What is your current contact strategy? General We are developing an end user strategy right now. To build on clear segmentation and focus in order to align marketing and sales people for a smoother integrated approach. Integrators Contact on a 1 – 1 base and events / incentives. Farmers Personal farm visits, with distributors / agents. Using high-quality technical & promotional materials, focused advertising and a co-ordinated approach with Sales. Working with veterinarian network. Customer magazine, seminars, campaigns. 13

Initiatives LifeStart seminar Customer loyalty programme Calculation model (validation) Product introduction event Introduction solution management programme B2F concept ‘dedicated expert advice’ 14

What are your goals regarding end user engagement? Prepare CRM Database enrichment Customer loyalty Be recognized as a company and known for our knowledge Theme campaigning on ‘efficient management of the business’ Optimize our crossmedia mix Offer concepts and models Vehicle the message, not just the product, and educate Design Go to market model: roles B2F, B2B, B2D2F Closer operation with distributors, attract young & ambitious people Differentiate per market & channel and ‘touch’ company/farmer 15

How important is end user engagement for you and what do you want to achieve with it? It is very important: it provides better sales in time. We would like to achieve a great brand preference at farmer’s level. We would like end users to understand that the price is not the most important thing. With a shared goal sales people not only go to dealers, but to farmers as well. Absolutely important: connecting with end user to generate knowledge transfer & knowing needs. Content marketing is key. Very, very important: To be closer to the end user, when he / she needs something. To be useful / relevant for them and of course that it leads to clear sales deals. Of increasing importance: to reinforce the interest of end users so that we can roll out an integrated approach. Our day-to-day concern. The most important thing. Very important: people want to be treated as people! 16

What are the next steps in your organization? Implement Microsoft Dynamics CRM Hire extra people in Marketing Employees and culture are a challenge, because it is not always easy to get everybody on board (for example sales force) Make usage of CRM compulsory for campaigns Adjust sales structure and equip sales force Datamanagement Combine offline and online in a very smart way Strengthen brand awareness Exploring online business development Campaign planning Taking the next steps in content marketing 17

Expectations Global Marketing Stick to the current brand strategy. No more changes! Build strong Trouw Nutrition brand Training & support with regard to usage of tools & techniques Deliver content R&D validation of products & application Deliver campaigns Joint effort 18

Conclusion End user engagement is important. It’s the way forward. Now we know – we, together, can go start the flow! It’s a process of change. We are in the midst of it It requires orchestration / attention in the field of: Management & organisation ICT and data management Processes Employees & culture Training 19

Quote “We do believe in end user engagement. We just don’t know how to put our arms around it. We have a cultural 20

Embrace good initiatives Several steps are taken within the company New Commercial IT team Project teams for global campaigns Clear global brand positioning Overall content creation R&D validation & communication So: let’s play, learn Local initiatives “ If you want to increase your & flourish together! success rate, double your failure rate ” Thomas J. Watson, former CEO IBM 21

Your playground 22

Your challenge Turn ‘strangers’ into promoters 23

Customer journey to keep in mind 24

Content instead of commercials To help your target group Inspire Entertain 25

From leads to deals Clear responsibilities Engag e Nurturing Convert marketing sales Salesperson 26

Play, learn, share & enjoy ! 27

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