1. 2019 Corning Marketing Menu
Autorized Distributors

2. Information Security
This presentation contains Corning Restricted information and is intended solely for those with a need to know. It may not be distributed, in whole or part, in any form by any means, or by any person or organization without authorization from Corning Incorporated.

3. Marketing Menu Activities Planning Distributor Portal

4. 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.

5. 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.

6. 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.

7. 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

8. 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

9. 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 / 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

10. 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.

11. 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

12. 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

13. 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

14. TRAIN THE TRAINER

15. 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.

16. 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

17. 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

18. 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

19. WHERE & HOW?

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