1. Communication Concept
Schenker AG
Claus-Henning Wahl
Head of Market Development, KAM Sales
Essen,

2. Communication concept KAM Sales Checklist
1. Starting Position
Sales Strategy
Marketing Strategy
Board Strategy
Definition of a clear sales strategy and mission to define communication strategy
2. Targets
Target groups
Communication targets: awareness, knowledge, Image, behavior
Timing
3. Process
Set-up of standard communication processes with the stakeholder teams
Development and implementation of support tools (e-Newsletter, intranet, sharepoint, etc)
KAM Sales, Market Development,

3. Communication concept KAM Sales Strategy
Proposal for future concept
Global Accounts
Communication between team & customer
Frequency: quarterly
Vertical Markets
Internal share of information
Definition of strategy directly with VM Teams
Frequency: monthly
KAM Sales
Internal and external publishing
High-level topics
Concentration of topics
Interface to BU and DB
Create customized concepts for every group
KAM Sales
Vertical Markets
Global Accounts
KAM Sales, Market Development,

4. Communication concept KAM Sales Existing communication via e-Newsletter tool
KAM Sales Global e-News
Former KAM Sales Europe e-news
Content:
Market Barometer
Reports
Marketing Support
Fuel surcharges
Business Unit support (e.g. Air)
Anncouncements
Publishing: non regular base
Other e-News
P&G with own set-up
ABB + VM Healthcare Invitation Management
VM Automotive as blue print/ pilot
KAM Sales, Market Development,

5. Communication concept KAM Sales Strategy – Reference KAM Sales
Target group
Contact / Input
Content / Topics
Frequency
Top Management
Regional Manager
Country Manager
Sales Manager
VM Markets
Marketing Manager
KAM Sales Team
Individuals
Comunication
Contacts VM‘s
Projects
Finance&Reporting
Marketing
Global Field Sales
PMs
Top Management
Market Barometer
Reports
Marketing Support
Announcements
Success Stories
Product Management
Market Development
Staff-Corner
Upcoming Events
Individual Topics
On a monthly basis
KAM Sales | October2012 |

6. Communication concept KAM Sales Strategy – Reference KAM Sales
E-Newsletter topics mentioned before:
Market Barometer
Reports
Marketing Support
Announcements
Success Stories
Product Management
Market Development
Staff-Corner
Upcoming Events
Individual Topics
Teaser concept: documents, brochures, presentations or further informations:
KAM Sales | October 2012 |

7. Communication concept KAM Sales Strategy – Reference Vertical Markets
Target group
Contact / Input
Content/ Topics
Frequency
VM Team
Global Team KAM/ Sales
Regional Team KAM/Sales
KAM Sales Team
Individuals
Comunication
Contacts VM‘s
Head Office
Regions
Countries
Competence Center
Field Sales
PMs
Top Management
Announcements
Wins and Losses
Staff-Corner
Success Stories
Product Support
Market Development
Reports
News
Individual Topics
On a monthly basis
KAM Sales | October 2012|

8. Communication concept KAM Sales Strategy – Reference Vertical Market
Using example of Vertical Market Automotive:
E-Newsletter topics mentioned before:
Announcements
Reports / News
Marketing Support
Winns and Losses
Challanges/opportunities
Success Stories
Product Management
Market Development
Upcoming Events
Individual Topics
Feedback
Teaser concept: documents, brochures, presentations or further informations
KAM Sales | October 2012|

9. Communication concept KAM Sales Strategy – Reference Vertical Market
Example of Vertical Market Healthcare
Advantages
individual template for every Vertical Market
indvidual subscriber list
to be tailored for the individual needs VM
Vertical Market Healthcare Invitation Management
additional value of the tool
external and internal use
direct and professional contact to customers and colleagues
use of questionnaires or Questback
KAM Sales | October 2012|

10. Communication concept KAM Sales Strategy – Reference Global Account Management
Target group
Contact / Input
Content / Topics
Frequency
Global Account Management
Regional Account Managemnet
Customer
KAM Sales Team
Individuals
Comunication
Contacts Global account
Head Office
Regions
Countries
Competence Center
Field Sales
Customer
Vertical Markets
Announcements
Customer news
Benefits for the customer
Succes Stories
Cooperation Schenker / Account
News
Individual Topics
On a quarterly basis
KAM Sales | October 2012|

11. Communication concept KAM Sales Strategy – Reference Global Account Management
Example of Procter & Gamble
Advantages
individual template for every Vertical Market
indvidual subscriber list
to be tailored for the individual needs of the account
direct and professional contact to customers and colleagues
E-Newsletter topics mentioned before
Announcments
Customer news
Benefits for the customer
Succes Stories
Cooperation Schenker / Account
News
Individual Topics
KAM Sales | October 2012|

12. Communication concept KAM Sales Strategy – Reference Business Units with KAM Sales
Target group
Contact / Input
Content/ Topics
Frequency
Global Account Management
Regional Account Management
Business Units
Countries
Operational Departments
KAM Sales Team
Individual
Communication Contacts Business Unit
Head Office
Regions
Countries
Field Sales
Announcments
Regions
Succes Stories
News
Individual Topics
Staff Corner
Products
Systems
Market Development
Customer Wins
On a monthly basis
KAM Sales | October 2012|

13. Communication concept KAM Sales Strategy – Reference Business Units with KAM Sales
Example of Produkt Management Ocean
E-Newsletter topics:
Market Development
Global Market Trends
Market intelligence
Volume Development
Customer wins
Services
News
Operational information
Quality Managements
Products
Presentations
Customs
Individual topics
KAM Sales | October 2012|

14. e-Newsletter tool Letteron
Schenker AG
Claus-Henning Wahl
Head of Market Development, KAM Sales
Essen,

15. Newsletter tool Letteron Email Marketing
In order to reach more customers,
e-newsletter can be a helpful steering
instrument.
A newsletter is a short, simply arranged
company information
Frequency and contents of the newsletter
should be arranged to achieve the acceptance
and a noticeable increase of value for the costumer
Teaser concept doesn‘t overstrain the costumer
The costumer decides which topic is interesting
for him and follows the corresponding link
KAM Sales, Market Development,

16. Newsletter tool Letteron Email Marketing
Benefits of newsletter
Customer loyalty
Newsletter are an efficient instrument
Response quote
Compared to standard mailings, the reaction quote
is ten times higher
Cost efficiency
no postal charges, no printing costs
Actuality
standard mailings requiring long lead times
Communication is bi-directional
More control – more steering
The information receiver determines even the kind and
the range of the information.
The acceptance of information is higher.
KAM Sales, Market Development,

17. Newslettertool LETTERON Your solution
Editing and publishing of country specific e-newsletter
Realtime publishing to customers
Defined target groups (air, ocean, etc.)
2 templates for multiple topics or single topics
Professional Design
Corporate Design compliant
Cost saving
Dedicated to legal requirements
KAM Sales, Market Development,

18. Newsletter tool Letteron Set-up/structure
Overview
The country organization is completely independent
No interfaces between: Schenker AG & Country organisation
Schenker AG is only interacting as support and implementation organisation.
disciplinary
functional
Schenker AG
Superuser
Country I
Organisation
Country II
Organisation
Country ...
Organisation ...
Country I
Branch 1
Country I
Branch 2
Country II
Branch 1
Country II
Branch 2
Country ...
Branch ...
Country ...
Branch ...
KAM Sales, Market Development,

19. Newsletter tool Letteron Campaigns - Templates
Multi-topic template Editorial template
KAM Sales, Market Development,

20. Newsletter tool Letteron Analysis and charts of the various campaigns
KAM Sales, Market Development,

21. Newsletter tool Letteron Legal Requirements
Which legal requirements do apply for your country?
In Terms of:
Legal Notice
Imprint
Subscription and unsubscription on the internet/intranet
Unsubscription in the newsletter
These terms help to protect the country organization against legal effects!
Costumer data
Confirmation by the costumer for newsletter is requiered.
Contact information collected on fairs or based on existing relationships or data bases can be used.
KAM Sales, Market Development,

22. Newsletter tool Letteron Checklist
Costs for implementation
+ additional service costs (prices depend on the time involved)
The costs include all the necassary components to get started with the newsletter tool in the country organization.
Additional services are not included.
Client Set-up
800,-
Template Programming
1,400,-
Programming a set-up for subscription forms
1,600,-
Total
3,800,-
KAM Sales, Market Development,