Digital marketing plan for W.W.Grainger inc._Sales development of Bosch products

Digital marketing Specialization Capstone project 1
Digital marketing plan
for the development of partnership between
W.W.Grainger and The Power Tools Division of the
Bosch Group.

CONTENTS
Executive Summary……………………………………….3
Problem Statement……………………………………….5
About Grainger and MRO industry………………..6
About Bosch Power tools…………………………….10
Consumer Decision Journey: CDJ phases and
business objectives………………………………………13
Data collection and Analysis…………………………15
Benchmark and summarizing of analysis……..17
Display strategy……………………………………………22
E-mail strategy. Content recommendations…25
Test and Control Plan……………………………………29
Cited section…………………………………………………32
The document provides marketing strategy
aimed to increased awareness and sale of
Bosch power tools by 10% on Grainger.com.
Strategy is based on the results of in-depth
analysis and includes Research plan to test
its effectiveness.

This document aimed to analyze customer behavior in different phases of CDJ model, Grainger and Bosch
Product, Sales process and to develop recommendations about increasing of awareness and sales of Bosch power
tools by 10% on Grainger.com.
Methods used to conduct analysis:
 Simple analysis and freely available sources, like companies official reports, market reports, research of
Social media, traffic trends web resources etc.
 Specific analysis technics, like Key Word analysis, Sales funnel analysis, Shopping behavior, Clickstream
analysis, analysis of Grainger CSR database, etc.
 Testing analytic tools: A/B testing.
The research discovers three Business objectives and KPI need to be achieved:
To achieve KPI the following Recommendations for Content strategy, Display Advertising and E-mail campaign
were made:
Executive summary
Increase brand awareness
Improve Sales process
Influence consideration
Audience Category 2, Scenario 1
Audience Category 1, New customers
Audience Category 1, Current
customers
 Increase CTR by 0,06%
 Increase Applause rate by 25%
 Increase Amplification rate by 20%
 Achieve Conversion rate: orders /
total impressions by 0,003 – 0,004%
 Achieve Open rate of e-mail for 18%
 Decrease Shopping cart
abandonment rate by 65%
 Increase AOV by 18%
 Retargeting: display ad banner on web resources visited by customer.
 Implement Welcome and Promotional E-mails.
 Inform customer about Red Pass program as one of Grainger UVP.
 Use topic that are frequently shared on Social media to create engagement
content for Grainger social media Platforms.
Audience Category 1, New
customer
 Target customers by ad banner of Bosch tools at Grainger.com.
 Display banner at professional community web resources.
 Retargeting: display ad banner on professional industry resources, like
plantservices.com by using Context advertising.
 Retargeting: display banner at Facebook. Customize audience by visitors of the
Power tool page at Grainger.com.
 Implement Promotional e-mails.
 Inform customers about Grainger Purchasing solutions and Inventory
management program, as a part of News E-mail.
 Offer to New customers to subscribe to Grainger Special Program.

To verify and implement recommendations the Document includes Test and Control Plan, in particular provides
instruction for:
 Running Focus Group
 Conducting Survey
 A/B Testing of Facebook advertising and E-mail campaign.
Audience Category 1, Current
customers
 Target customers by ad banner of Bosch tools at Grainger.com.
 Display banner at Youtube.
 Retargeting: display banner at Facebook. Customize audience by e-mails of
clients, who buy plumbing tools or tools from similar segment.
 LinkedIn Display Network. Sponsored Updates.
 Implement Follow-up and Promotional E-mails.
 In Content strategy special attention to Cordless tools, tools useful for client
business.

The main task of partnership between Grainger and Bosch is to increase sales by 10% by working more closely to
sell more products to existing customers, find new customers, and sell across product categories as well.
To fulfill this task we need to explore and target two Categories of customer:
Problem statement
Audience Category 1:
Users landing on Grainger.com directly
New customers
Current customers
Audience Category 2:
Users landing on Boschtools.com first
Look at a power tool, but do not visit
Grainger.com
Look at a power tool, and then visit
Grainger.com, login, and visit the
power tools category
Look at a power tool, and then visit
Grainger.com, login, and visit the
plumbing category but not power tools
Increase sales of Bosh power tools
Increase sales of cross-sell/ up-
sell products
Bring the customer to
Grainger.com to sell Bosch
power tools
Convince customer to buy
Bosch power tools at
Grainger.com
Encourage customer to buy
Bosch power tools

Grainger is the largest supplier of the Maintenance, Repair, and Operations (MRO) segment. The company was
found in 1927. Some facts:
Number of Customers 3,2 million
Number of Suppliers 5 000
Product, SKU 1,6 million
Order and Distribution channels  Online
 Phone
 KeepStock
 E-Procurement
 Branches
 DC
Grainger’s business model: providing to customers through different channels products and services that ensure
effective functioning of their facilities and business processes. Following to the changes in buying behavior (like
moving purchases to online segment) and in business processes, Grainger tends to offer to the customers not only
the right product, but solutions for their business: programs for order management, stock management
optimization etc.
Advantages of the company:
 Developed supply chain: focus on cutting time of goods transfer to the client.
 Robust IT infrastructure, incl. Order management system, KeepStock, eProcurement.
 Broad product offering: UVP, that differentiate Grainger from competitors.
 Deep customer relationships. Customer service is one of the key strategic priorities:
- Sales force
- Technical support
Strategic points for growth:
 “Improve the customer experience through a competitively advantaged product offer and delivery, an
industry-leading digital experience and market relevant pricing (2017 FACT BOOK).
 Focus on service. Help customers manage inventory and costs; solve most pressing customer problems;
provide technical support and other services.
 Focus on customer. Personal approach, based on data about type of the customer, buying history, etc.
 Focus on reinforcement of digital channels, like Grainger.com, KeepStock® and EDI/ePro.

203 100
25 700
4 800
101 000
2 200 4 300
0
50 000
100 000
150 000
200 000
250 000
Followers
Presence in Social media, followers
Facebook Twitter Instagram LinkedIn Google Plus YouTube
About Grainger and MRO industry
Grainger’s online presence.

Channel General characteristics Content
Facebook  high activity
 high engagement level
 fast feedback to the followers, including
management of negative comments
 articles about MRO industry and
company’s the product
 support of racing;
 company events and social
activities
LinkedIn  B2B network: important channel for Grainger
 engagement level is not high
 posts refers to the articles
placed at Knowledge center:
news and analytics in MRO
industries
 HR news
Twitter  aim to build and maintain relationships with the
clients, by providing them useful content
 analytics in MRO industries
YouTube  aim to build the image of social responsible
company
 good tool to advertise new services, like Red
Pass.
 customer stories,
 presentation of new products
and services.
Instagram
Google Plus
 not active networks
1. Traffic sources:
33,56%
8,53%
55,18%
1,09% 1,33% 0,31%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
%
Traffic sources, December 2017
Direct Referrals Search Social Mail Display
Website traffic trends (only desktop, December 2017). Source: www.similarweb.com

2. Traffic from Social:
Pimary man
Age: 20 – 65
Education:
mainly college
and University
1. Large customers: Doing purchase based on plan, stock analysis, etc. Use all order channels but the
KeepStock and eProcurement drive significant value.
2. Medium customers: use order systems like Phone, on-line, Branch.
3. Small customers: Doing purchase more emotionally.
4. General trends:
 Social media start to play active role in B2B CDJ (Paul Miller, Interview)
 B2B customers make their search same way as B2C customers, using Google for example (Paul
Miller, Interview)
 Businesses have shifted from ordering through traditional channels, to online channels
 Increasing of using mobile devices in commercial operations.
40,20%
30,60%
18,86%
6,60%
0,98%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
45,00%
%
Traffic from Social media, December 2017
Youtube Facebook Reddit LinkedIn Twitter
Customer’s segmentation.
Geographic Demographic Behavioral
Trends in customer’s purchasing patterns.
Type of
customer
Characteristics
Large
- Complex needs
- Supplier consolidation
- Require services at their place of business
- Relationship-driven
Medium
- Pricing and relevant product offer are
important
- Low brand awareness
- Include big share of users of Power tools
Small
- Tend to purchase similarly to individual
consumers
- Value a simple, web-based solution to quickly
identify and buy items at a competitive price

1. Key players:
 W.W. Grainger, Inc.
 Applied Industrial Technologies, Inc.
 Graybar Electric Company, Inc.
 Wesco International, Inc.
2. Further increase of competition, including entrance to the market retail online companies, such as
Amazon.
3. Customer service becomes priority for the companies who want to increase customer loyalty: main
players start to offer to customers different solutions that tend to optimize their business: stock
management programs, on-line order systems, etc. (AlixPartners, 2016).
4. E-commerce development and changes in B2B customer buying behavior is reflected in increasing of on-
line order placing.
5. Key trends in Power tool segment:
 Growth in construction activities that “is a direct driver for the power tools market in the US”
(researchandmarkets, 2017)
 Focus on Product Development. “Investing into research and development to enhance tool
strength and durability” (futuremarketinsights, 2015)
 Shift from corded tools to cordless tools.
MRO industry in the North American region.

The Power Tools Division of the Bosch Group is the world market leader for power tools and power tool
accessories.
Positioning: Bosch Power tools is the global market leader in power tools and accessories provides to its
customers quality, innovation and best-in-class engineering products.
Strategy:
 Focus on the users. “This is the DNA of our success; recognizing the needs of our users” (President of the
Power Tools Division, 2016).
 Sales strategy: offer product through different channels, according to where the customer is expected
them to buy.
 Focus on innovations.
 Development of online business in line with the changes in the market and buying behavior.
Online Distribution:
Products are sold through retail partners: Grainger, Amazon, Zoro, etc.
Key Product categories:
 Products for concrete drilling
 Woodworking
 Benchtop products
 Grinders
 Cordless Tools: the biggest category with high level of investments. A big opportunity for Bosch.
Consumers in terms of industry where they work (Sonesh Shah at the Forum; bold are major Grainger target):
 facilities Maintenance
 mechanics
 industrial
 utilities
 construction
 carpentry, etc.
Major competitors in US:
 DeWalt
 Milwaukee
 Makita
 Hilti
About Bosch Power tools
Bosch Power Tool: brand description.

Type of customer Description Specific needs
Primary Users of power tools: professionals who
works in different industries. Conclusion
is based on:
- social media content
- comments from users
- “we publish a tremendous
amount of product content,
because the decision makers, the
users” (Hangout 2)
Important for them:
- technical characteristics
- guarantee and safety
- easy to find and change spare
parts
Secondary Purchase manager: places orders for
goods; relies on the user’s opinion to
decide which product to buy.
Important for them:
- price and terms of partnership
with supplier
- consolidation of purchase: to
reduce costs
- automation of procurement and
inventory management
processes
In some cases, there is no clear difference between Primary and Secondary customers. In particular, in small and
medium size business, it can be one person who is user and purchaser of power tools. It is important to influence
both audiences in marketing campaign: to present the product and demonstrate advantages of order automation
process, for example.
Strengths
 Focus on user’s needs and requirements.
Usage of Co-creation: (Bosch Power tools
innovation portal)
 Strong image of highly innovative quality
brand
 Strong offer in Cordless category
Weaknesses
 Dilution of brand positioning due to
existence of SKIL brands, green label etc. It
creates confusion and difficulties in
management of all brands
 Low engagement with followers at social
media
Opportunities
 Growth in construction activities: direct
driver for the power tools market
(researchandmarkets, 2017)
 Development of technology of
Wireless/inductive charging for power
tools: expected to spur the demand for
wireless power tools
 Cooperation with retail partners (such
Grainger, Amazon) to gain new customers
Threats
 Strong competition. Consumers tend to
easily switch from one brand to another
 Low price of China-manufactured power
tools (futuremarketinsights, 2016)
Primary / Secondary customers.
SWOT analysis.

Channel Followers General characteristics Content
Facebook 2 000 000  high activity
 Applause rate is good
 comments are given by users of
Power tools
 posts devoted to Bosch’s
products
 promotions
 active use of Facebook Live
LinkedIn 16 800  aim to develop the image of
company with friendly atmosphere
and prospects for career
 company news
 recruiting of the new
employees
Twitter 31 000  high activity
 almost all posts are the same as on
FB
 posts devoted to Bosch’s
products
 promotions
YouTube 5 800  aim to present new Products  Videos, focusing on solutions
and technical characteristics
Instagram
(boschtoolsna)
69 800  high activity
 Applause rate is good
 lots of comments
 Product presentation
www.boschtools.com  devoted to users of power tools  product presentation
 industry news
 articles about usage of
specific tools
Bosch Power Tools online presence.

-
T-able 1
Scenario / CDJ phase Business objective Key questions need to be researched
Scenario 1: Initial
consideration set
Increase brand awareness
1. Which key words consumer use to find the
information about my business? (to optimize
content on Grainger website, to improve how
the website appears in search engines)
2. What are the advantages of my (Grainger)
main competitors? How can I stand from
them?
3. What is important for my target consumer?*
Scenario 2: Active
evaluation
Influence consideration
1. Do my product range of Bosch power tools
satisfies consumer needs?
2. Do my services satisfy consumer’s needs
(delivery terms, order systems, additional
services)?
Customer Decision Journey.
CDJ phases and business objectives.
Scenario 1
Consumer consider an initial
set of brands: as power tool
producers so distributors.
Which power tools brands
and retailer’s brands I know
and have positive perception
about? (Due to advertising,
recommendations from
colleagues, work experience,
etc.)
Scenario 2
Consumer evaluates:
 price of the distributor
 technical characteristics
of power tool
 reviews of other users (as
for Power tools, so for
distributer)
 terms of delivery
 does the supplier offer
additional services can be
interesting to my
business, etc.
Scenario 3
Concern of the customer:
 is the order process clear
and fast
 do supplier has other
products that can be
interesting for me

3. What can be unique value proposition for my
target consumer?
Scenario 3: Moment of
purchase
Improve sales process
1. What is happening in the sales funnel?
2. Do my order process encourage customer to
buy additional products to which he showed
the interest?
3. How my Product perform from Shopping
behavior point of view?
*Knowing what is important for the consumer, Grainger can break into the initial-consideration set, by
advertising it’s exclusive services, like Stock management program for example: by offering solutions for client’s
business (2009, McKinsey&Company), that is in line with trends in MRO market.

Table 2
Data to be collected and analyzed Sources KPI
1. Search queries of consumers; trends in consumer
searching. Search should be done as for queries
about the product (power tool) so for ones about
distribution: how/ where to buy.
2. Search for keywords driving traffic to MRO
industry.
 Adwords Keyword Tool
 Google Trends
 CTR increase*
1. Upstream: where traffic comes from.
2. Downstream: where people go after visiting
boschtools.com.
1. www.alexa.com
2. similarweb.com
 Traffic increase
1. Posts of social media of Grainger to understand
which content is more engaging; which type of
content push consumer to share it (2011,
Avinash Kaushik blog).
2. Same analysis for Boschtools.com to understand
what is important for power tool user.
 Analysis of Facebook, Twitter
and YouTube pages of the
company
 Google analytics
 www.likealyzer.com
 https://socialbearing.com
Increase of:
 Amplification rate
 Applause rate
*CTR of banners which shown to the persons, who visited only Boshtools. com (the banners that have been
shown as a result of retargeting, based on the information from Bosch)
Table 3
1. Analysis of web pages of Grainger site visited by
the audience
 Google analytics  Conversion rate:
orders / total
impressions.
1. Customer inquiries
2. Comments on social media platforms
3. Reviews of customers
 Grainger CSR database
 Analysis of Grainger’s social
media
 Conversion rate:
orders / total
impressions.
1. A/B testing of advertisement to check which one
may convince customer to make order for Bosch
power tool at Grainger’s site
2. A/B testing of E-mail campaign
 Optimizely  Open rate of e-
mail
Table 4
1. Analyzing of stages of sales funnel: strengths and
weaknesses of purchase funnel
2. Shopping behavior
 Google analytics  Decrease shopping cart
abandonment rate
Data collection and Analysis
Scenario 1.
Business objective: Increase brand awareness (Grainger).
Scenario 2.
Business objective: Influence consideration.
Scenario 3.
Business objective: Improve sales process.

1. Analyzing of performance of Product list that is
shown to users to illustrate product options,
related products, or the lists is used to upsell or
cross-sell (Google Analytics Help Center)
 Google analytics  Increase AOV
2. A/B testing of Bosch product display  Optimizely  Increase AOV
Table 5. Bias and steps to eliminate
Scenario Bias Steps to eliminate bias from the data
1
Interpretation bias: collecting data about
Key words and social media can be
subjectively interpreted.
 to be prepared to receive any answer from
analyzed data; “allow the data to tell the
story”.
2
 Questionnaire bias: questions that
customer ask to reply, may encourage
him to answer in one way rather than
another.
 Sampling bias: not all group of
customers can be included in inquiry.
 Interpretation bias: tendency to
interpret the results of customer’s
survey in a way that is more attractive
for Grainger.
 test the survey to check out whether all
questions are objectively asked;
 follow the rule of short, but clear and
precise questionnaire (2010, Avinash
Kaushik blog).
 to check if the Sample for the survey
presents all groups of customers;
analyzed data; do not ignore
“unfavorable” information.
3
Interpretation bias: study of Sales funnel
and results of A/B testing can be
interpreted in a way that analyst is
expected; that leads to neglect of signals
about the problem or neglect of an
opportunity.
analyzed data;
 to be prepared that the hypothesis about
success of exact advertisement may be
erroneous.

Table 6 presents the Benchmarks for offered Digital marketing Strategy.
Table 6
Scenario Benchmark Grainger goal Industry standard
1
CTR Increase by
0,06%
Display Network: 0,45%
(Google Adwords Industry Benchmarks, e-
commernce)
Amplification rate Increase by X% Standard for MRO industry is XX% (data is
not found)
Applause rate Increase by X% Standard for MRO industry is XX%
2
Conversion rate: orders /
total impressions.
0,003%-0,004% Goal is in line with what Grainger typically
see for retargeting (Hangout 1)
Open rate of e-mail 18% E-commerce standard: 16,75% (Average
Email Campaign Stats of MailChimp )
3
Shopping cart
abandonment rate
65% Average rate for E-commerce: 71,2% (BI
Intelligence report)
AOV Increase by 14% AOV for power tool category:
Before test campaign: 350$
After: 400$ (Hangout 1)
Benchmark and Summarizing of analysis
Scenario 1.
Summarizing of analysis.
Bosch Traffic analysis.
 Amazon: strong competitor (the only competitor
brand appears at Top 5): need detailed analysis: price,
product, delivery, etc.
Relevant topics to boschtools.com visitors:
can be used in Content strategy.
Tools
Services
Power Tools
Saws
Cordless
Drill
Power
equipment
Online

Source: alexa.com Source: Google trends
Grainger Traffic analysis.
 Most of the traffic comes from google search engine.
Key word analysis.
Relevant topics to grainger.com visitors:
can be used in Content strategy.
Tools
Supplies
Equipment
Industrial
Hand Tools
Parts
Solutions Cutting Tools

Grainger page (likealyzer.com)
Grainger page (socialbearing.com)
BoshToolsNA page (simple analysis)
Social media analysis results:
1. The most engaging content: comments and shares (Simple analysis):
 video
 Grainger show
 posts about Racing
2. Negative feedback regarding service, order management and delivery.
 High rate of neutral sentiment (37,3%)
 Replies and Retweets should be higher to increase engagement
 Engagement is not high (few comments and shares)
 The posts about new product, applied technology, durability of tools
are mostly commented on


BoshToolsNA page (socialbearing.com)
1. Develop content strategy to increase Grainger brand awareness.
2. Work-out campaign to increase traffic of power tool users to Grainger site.
 Increase of KPIs: CTR, Applause rate, Amplification rate
1. Work-out campaign to convince customer to buy Bosch tool at Grainger site: product offer; price and
delivery terms; services that can be interesting to consumer etc.
2. Work-out e-mail campaign
 Conversion rate: 0,003%-0,004%
 Open rate of e-mail: 18%
 Clicks for e-mails: 5% (av. in e-commerce 2,32%)
1. Work-out campaign to convince the customer to buy Bosch tools in addition to other products
2. Improve Product performance (can be technical characteristics, price: depends on the analysis results)
Actions to be implemented:
:
Expected results:
:
Scenario 2.
Actions to be implemented based on the results of analysis:
:
Expected results:
:
Scenario 3.
Actions to be implemented based on the results of analysis:
:

320
330
340
350
360
370
380
390
400
410
AOV for Power tools AOV Grainger goal
AOV
Shopping cart abandonment rate: 65% Av standard: 71,2%
14%
Expected results:
:

To target users landing on Grainger.com directly (Audience Category 1 ) will be proposed the following
Display Strategy:
Business objective: Influence consideration: to convince customer to choose Bosch power tool and to buy it at
Grainger.
Potential websites to host Grainger adverts. Targeting and retargeting:
1. Banner on Search engines (Google, Yahoo) by using SEO instruments.
2. Banner on Social media, for example, Facebook by using FacebookAd: Customize audience by visitors of
the Power tool page at Grainger.com.
3. Banner at Thematic community: like Bob Community.
Business objective: Improve sales process: to convince customer in buying of up-sell, cross-sell Bosch products.
1. Facebook by using FacebookAd: make the list of e-mails of power tool clients.
2. LinkedIn Display Network. Sponsored Updates. taking the shape of an organic update, these
"advertisements" are tailored to a specific audience using advanced targeting criteria (Carly Stac, 2017).
To target users landing on Boschtools.com first (Audience Category 2 ) will be proposed the following
Display Strategy:
Business objective: Increase brand awareness.
Display Strategy
New customers
Current customers
Scenario 1

1. Banner on Search engines (Google, Yahoo).
2. Banner on Web resources that customer visit before and after Boshtools.com (behavioral targeting):
Business objective: Influence consideration.
1. Banner on Web pages of Grainger website.
2. Banner on Professional industry resources, such as www.plantservices.com by using Contextual
advertising: to put advert of Power tool on an article about changes in construction industry or new
technologies. Contextual advertisements are more well-received by visitors (Carly Stac, 2017).
Scenario 2

Business objective: Improve sales process.
1. Banner on Web pages of Grainger site.
2. Facebook by using FacebookAd: make the list of e-mails of clients, who buy plumbing tools or tools from
similar segment.
3. Banner on Youtube: one of the top publishers and big source of traffic from Social (similarweb.com)
Scenario 3

To target users landing on Grainger.com directly (Audience Category 1 ) will be proposed the following
Email Strategy:
Table 7
Type of E-mail campaign
1. Promotional e-mail: use coupons to incite customer to make a
purchase.
2. Newsletter: inform new registered user about Grainger special
program.
Database. Segmentation.
Need to grow database:
1. by offering registration to visitors of grainger.com in return of
interesting content or time-limited coupon.
Recommendations for the content
1. Content should be concentrated on criteria important for power
tool user (professionals):
- technical characteristics
- guarantee and safety
- easy to find and change spare parts
2. Offering of the coupons for the purchase
3. Combination of Bosch product advantages and Grainger services:
offer a subscription to a Special program, which includes better
pricing with a freight offer.
Tone of the messages and visuals Tone of the messages should be professional and concise.
Schedule of E-mail campaign
Once a week, on Tuesday based on HubSpot research (Nathan
Ellering, 2016)
Example of Email campaign:
Email Strategy. Content recommendations.
New customers
IMPORTANT TO REMEMBER!
All e-mail campaigns should follow responsive design to be adapted to mobile.

Table 8
1. Promotional campaign: offer updated version of the tool user
has already bought.
2. Newsletter: with content that can be useful for client.
Use of Grainger database:
Customization of e-mail based on purchase history, client industry,
etc.
For example, if customer works in construction industry and buys
hammer, probably he would be interested in offer of benchtop
products or kind of cordless tool.
Up-sell:
 offer more Cordless tools (the most important category for
Bosch) to show the advantages and persuade consumer to buy
more expensive, but more efficient product;
 the accessories: range of abrasive systems, drill bits, and saw
blades.
Cross-sell:
 Newsletter about client business and offering products that can
be useful for him, like benchtop products.
Tone of the messages and visuals Tone of the messages should be professional and concise.
Schedule of E-mail campaign Once a week, on Tuesday.
To target users landing on Boschtools.com first (Audience Category 2 ) will be proposed the following
Email Strategy:
Table 9
1. Welcome letter to the new registered user.
2. Promotional e-mail: use coupons to incite customer to make a
purchase.
3. Newsletter: inform new registered user about Red Pass program:
based on Google trends it has high level of queries.
Need to grow database:
1. As this Audience didn’t visit grainger.com, first step to be done is
generate traffic on Grainger page or its landing pages (by using
display campaign).
2. Second step: grow database by offering registration to visitors of
grainger.com in return of interesting content or time-limited
coupon.
1. Using of Key words: Tools, Supplier, Solution, Services, etc.
2. Focus on Trust – very important in B2B sector: Grainger is trustful
distributor with highly professional team and big experience.
3. Combination of Bosch product advantages and Grainger services:
offer a Red Pass program: customer loyalty program, that offers
Current customers
Scenario 1

Free standard shipping, Special member pricing, Special delivery
terms.
Tone of the messages and visuals Professional and Friendly, especially in Welcome letter.
1. Welcome e-mail: straight after user registration.
2. Promotional and newsletter: once a week, on Tuesday.
Example of Welcome e-mail:
Table 10
1. Promotional e-mail: persuade customer to choose Bosch power
tool.
2. Newsletter: inform customers about Grainger solutions to
convince him to make a purchase of Power tool at Grainger.
1. As the Audience login to Grainger.com, I assume they have already
registered at company’s database.
2. Customization of e-mail based on information about client.
For example:
 For Small customers Promotional e-mails could be more
interesting;
 while Middle size companies can appreciate information
about additional Grainger services.
1. Focus on innovations, quality and warranty of Bosch products.
2. Combination of Bosch product advantages and Grainger services,
like purchasing solutions and inventory management system.
Messages with this content can target also to the Secondary
customer (purchase manager), who is interested in price and
automation of order and stock management processes.
3. Emphasize authenticity of brands (Bosch and Grainger):
- Bosch: Product development, incl. of Co-creation usage,
Strong offer in Cordless category; Focus on innovations.
- Grainger: Broad product offering; Deep customer
relationships; Developed supply chain.
Tone of the messages and visuals Professional and technical.
Schedule of E-mail campaign Once a week, on Tuesday.
Scenario 2

Example of e-mail Bosch product + Grainger solutions:
Table 11
1. Follow up e-mail, based on the purchase made, with additional
information about Power tools.
2. Promotional e-mail to emphasis advantages of Bosch products.
Customization of e-mail based on information about client.
For example:
Based on the client business, make an offer of specific power tools
that will help develop his business.
1. Broad product offering of Bosch tools.
2. Technical characteristics, guarantee.
3. News about innovations used by Bosch in terms of client business
development.
4. Offering of power tools that can be useful for client business.
5. Special attention to Cordless tools, as it is one of the strategic
points of cooperation with Grainger.
Tone of the messages and visuals Professional, technical, friendly (especially for Follow-up e-mails)
1. Follow up e-mail: straight after purchase registration: checkout.
2. Promotional and newsletter: once a week, on Tuesday.
Example of follow-up e-mail with offer of Bosch tools:
Scenario 3

To verify and implement recommendations for Digital Marketing Strategy this document provides Test and
Control plan.
Table 12 contains three research objectives related to each 5 scenarios.
Research objective Scenario and related business objective
1. To understand what potential customers
think about Grainger brand; where and why
they make power tool purchases.
 Audience Category 2, Scenario 1.
B.O.: increase brand awareness
2. To define, what is important for customer
when he choose supplier for power tools;
and exact brand of power tool.
 Audience Category 1: new customers;
B.O.: influence consideration.
3. To define what encourages customer to buy
additional Bosch products.
 Audience Category 1: current customers;
B.O.: improve sales process.
The following researches need to be done:
Test and Control Plan.
Research objective Research methodologies Tools
#1
Secondary research: Sentiment analysis:
to track mentions of Grainger, its products
and services, its competitors.
 Google Alerts or Mention
(2015, Tamar Weinberg)
 Hootsuite
Primary research: sentiments around
Grainger; consumer perception of
Grainger content strategy.
 Focus group: Google
Hangouts
#2
Secondary research: Online monitoring: to
track comments and conversations of power
tool users at specific resources, like BOB
Community.
 Hootsuite or simple analysis
Primary research: Survey among registered
Grainger users.
 Online survey.
#3
Secondary research: Online monitoring: to
analyze performance of different Product lists
that is shown to users.
 Google analytics: (related
products, the lists is used to
upsell or cross-sell)
Primary research: Conversion optimization:
check, which e-mail campaign performs more
effectively.
 A/B Testing
Primary research: Conversion optimization:
check, which ad campaign performs more
effectively on Facebook.
 FacebookAd manager

Research objective #1
Quantity of participants 8-10
Duration 1-2 hours
Sample As business objective is to increase brand awareness, I would recommend
participants to be invited NOT among Grainger customers. Participants can
represent power tool professional users, invited from professional
communities, for example.
Examples of questions to
discuss
1. What first come to your mind when you hear about Grainger?
2. Does articles, messages (need to demonstrate main materials used in
campaign) about "Grainger" trigger interest to the brand?
3. What do you know about Grainger’s Red Pass program?
4. Does subscription to this program motivate you to order power tool
at Grainger.com?
5. How do you usually make a purchase of power tools?
Sample Users, registered on Grainger.com, interested in power tool purchase, but
haven’t made checkout yet.
Recommended incentives As not to influence user to give favorable answers and thereby not to skew
the results, I wouldn’t propose to use any financial incentives. Better
strategy will be to send personal e-mail with the proposal the opportunity
to be co-creators as opposed to survey takers (2017, Huffpost): together
with the completion of questionnaire, users can be invited to submit any
idea they would like Grainger realize in its services.
Below is an example of survey:
Online Focus group
Online Survey

 Create two promotional posts of cross-sell products (for example different accessories) with different
content.
 Boost two posts and leave them to work for 48 hours to observe which one will generate more
engagement.
 Cancel the one with low engagement rate and invest in more successful.
Test of two ad campaigns in Facebook

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