2019 Corning Marketing Menu Autorized Distributors

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Marketing Menu Activities Planning Distributor Portal

Partnering with Corning Enterprise Distribution Marketing Menu Partnering with Corning Welcome to the Corning Distribution Marketing Menu. Here you’ll find resources and tools for aligning our strategy with yours. We’re here to help you plan and execute marketing activities that create new opportunities and lead to mutual revenue growth.

Overview Enterprise Distribution Marketing Menu Business Goals Planning The Distribution Marketing Menu is a guideline to help authorized distributors grow revenue and MDF funds* with Corning. It serves as a formal agreement for joint marketing initiatives that: Align business goals that drive profitability Commit to planned activities Spend MDF budget appropriately Ensure investments have specific customer targets, objectives and metrics Budget *Specific channel budget is allocated to all distributors without MDF agreement. Budget spend is based on marketing plans and has to be approved by marketing.

Example of Effective Activities Enterprise Distribution Marketing Menu MDF Spend Example of Effective Activities Customer Events Training Promotions/Spiffs Joint Webinars Co-op Advertising National/Regional Tradeshow Sponsorships Co-branded Promo Items Examples of Effective Activities Each marketing activity must be approved by Corning´s Channel Marketing Department and must be in line with Corning´s policies, guidelines and brand usage requirements.

Strategic Planning Enterprise Distribution Marketing Menu In order to ensure the required support, a draft annual marketing plan should be submitted to Corning between November 1st and January 15th. Any Q1 activity should be submitted prior to December 15th. Quarterly marketing plans will be finalized and confirmed two weeks prior to end of previous quarter. Plans will be approved within two weeks of submission. Any budget request not allocated to plan will be voided. COLLABORATE PLAN EXECUTE EVALUATE Successful joint marketing requires open and ongoing collaboration. Corning is happy to share appropriate public knowledge about industry trends, new product launches and major customer segment focuses for the coming year. These conversations should result in: Quarterly campaigns with supporting programs and tactics that drive revenue A calendar of activities for planning and accountability Relevant content, photos, product samples, and Corning experts to support tactics Evaluation of activities against established metrics and revenue

Co-Sponsored events Enterprise Distribution Marketing Menu Leads Co-sponsoring events supports demand generation, increases business opportunities, raises visibility of our partnership in the market and extends marketing budgets. Joint participation in regional or national events requiring budget support, including industry tradeshows, seminars, customer days, etc. must be approved by Corning Channel Management and Marketing. In case event was not submitted with the original plan a “Marketing Activities Request Form” must be completed and submitted to marketing preferably one month prior to each event. This form provides important information to Corning about the event including customer target, timing, budget and support needed. This form is found on the portal under “Request & Approval Form.” A the budget request may not be approved if: Corning is exclusively partnered with another distributor The event does not support Corning’s strategy The requested budget is too high or exceeds available marketing funds Bi-monthly reviews with marketing will be scheduled in order to plan for upcoming events or make any adjustments to strategy. Leads Branding Market Access

Communication Enterprise Distribution Marketing Menu E-Blasts As an authorized distributor, you’ll receive regular communication from Channel Management and Marketing about technology updates, product launches, and new tools and resources to promote and sell Corning product solutions. The most commonly used forms of communication include: E-Blasts Conference Calls / F2F Meetings Discussions around upcoming marketing activities, new promotional ideas, new product launches, new MDF Fund requests, invoices, etc. Direct Email / Quarterly Newsletter Notification of product changes, sales collateral updates, new tools and resources Conference Calls Distributor Portal One-stop-shop for approved content, product launch support, Visit the “Keep in Touch” section and “Summary of Products and Programs” updates Webinars Live and on demand training on Corning product solutions, industry topic thought leadership, and new product overviews Webinars

Communication Calendar Enterprise Distribution Marketing Menu Communication Calendar Stay tuned for updates Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Channel Insider CPR / UniCam Copper Promotion Channel Insider LAN Panel CPR LAN campaign Channel Insider Sample 2018 Calendar As part of strategy planning, authorized distributors can leverage Corning’s communication about product solutions and industry thought leadership. Supporting content, photos and existing documents including white papers and articles can be provided to support digital campaigns and social media efforts.

Co-Op Advertising. Printed and Digital. Enterprise Distribution Marketing Menu Co-Op Advertising. Printed and Digital. Advertise-ments Case Studies In an effort to further promote Corning’s reputation as a leading global manufacturer and technology leader, Corning will be teaming up with key distributors partners for joint advertising, case studies and articles. We are open to discuss your ideas for co-branded ads, articles and case studies to be published in local industry magazines and we will work with you on individual opportunities as they arrive to determine the best fit for mutual business focus. Articles

Sales Promotions Carrier Distribution Marketing Menu Central Regional Based on our strategy, Corning will consider co-sponsoring sales promotions with our distributor partners that drive revenue. All requests should be discussed with and approved by Channel Management and Marketing. Central promotions focus on specific product line or solution and are communicated to the market by the distributor interested in promoting the specific product/solution in the region. Regional promotions can be tailored to the needs of a region in EMEA. Direct promotions are available from Corning directly to end customers. Corning will inform Authorized Distributors about these promotions before launch. Direct

Group Training at Corning Enterprise Distribution Marketing Menu Distributor Training Group Training at Corning Based on strategy, Corning will partner with distributors to co-sponsor a one-two day training at Corning locations (Berlin, Strykow). These deep dive, hands-on trainings focus on selling skills, application knowledge, network architecture, deployment methods as well as Corning product solutions. Support is provided by Corning sales, marketing, and application engineers. Regional Training Based on strategy, Corning will partner with distributors to co-sponsor a one-two day training in a specific region. These trainings may be for sales or customers and are supported by Corning sales, marketing, and application engineers. Corning Day Based on strategy, Corning will partner with Authorized distributors to co-sponsor a Corning Day at a local branch or suitable venue. The focus of the training may vary. Training is conducted by local Corning sales. eLearning Corning provides you with a collection of e-learning courses to give you the flexibility and convenience. For information on training content and registration please email: training.emea@corning.com

TRAIN THE TRAINER

Product Samples Enterprise Distribution Marketing Menu Customer Visits Corning strategically supports distributors by providing product samples. Product allows for customer demos and competitor comparison which ultimately increases sales. Based on budget and availability, samples can be provided for: Demo Rooms Distributor show rooms Demo rooms Customers demonstrations Corning days Regional trainings National and regional tradeshows Tradeshows Coordination with Sales is required to develop a BOM for selected products solutions.

Event in a Box Enterprise Distribution Marketing Menu Product Samples To standardize Corning Optical Communications presence at regional and national tradeshows and events Corning offers “Event in a Box” which includes: Literature Marketing Material DC / LAN / Corning roll up Table Cloth Literature Package Literature Stand Marketing Display Kit Examples (Table Racks) EDGE / EDGE8 LAN COPPER Promo Items

Resources for Reference Enterprise Distribution Marketing Menu New Hire Kits Welcome Corning offers free New Hire Kits to any inside or outside salesperson, customer care representative and quoting specialist . Would you like to receive the kit? Please placed an order on the Distributor Portal. Fast Track Knowledge Kit Contents: Welcome letter Corning branded gift Core Products Catalogues Distributor Playbook Access to e-Learning Resources for Reference

Corning Branding Enterprise Distribution Marketing Menu Tradeshows Publications Protecting Corning’s brand image is critical. The Corning logo is the cornerstone of our visual identity. There is nothing more important in Corning brand communications than proper and consistent usage of the Corning logo. Samples of approved Corning logos are shown above. Note: The Corning logo is an image file. It is not a typeface that can be entered into a keyboard, nor is it a font that can be selected. It may only be used only in the colors provided. For guidance on proper and consistent placement of the logo, please review the “logo brand guidelines” document on the Distributor Portal Page. Digital

WHERE & HOW?

Corning Distributor Portal Enterprise Distribution Marketing Menu Corning Distributor Portal Please refer to the Distributor Portal for further tools and information.