1. 1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How to Raise Demand Throughout (very) Long Food Chains Karen Breen Vogel, President/CEO ClearGauge Tuesday, October 24, 2006

2. Buy Cycle “Food Chain” Performance Ingredient Message “Performance Ingredient” Influencers Distributor Product Converter ManufacturerDistributor Consumer End-User After Market

3. Internet’s Value in the Food Chain Proactively send and receive messages at all points of the food chain – from manufacturers to distributors to influencers to end users – to connect understandings across the chain. Drive “ingredient” change, enhancements, and discover new uses. Interactive comparison and two-way dialogue. Proactively listen in on conversations on the internet and take action based on those findings. Influence price and demand based on positive knowledge gained through end-user feedback about ingredient performance superiority and key differentiating factors.

4. Product-Centric & Customer-Centric Sites Product-centric sites…Customer-centric sites… List product featuresDiscuss benefits and solutions Talk about why they think they’re greatInclude case studies and testimonials in their customers’ own words Structure their site by product linesStructure their site by prospect need and/or application Use internal lingoWrite in language visitors understand and can relate to Provide only a basic “Contact Us” pageOffer multiple ways for prospects to interact with them, at various stages of the buy cycle Communicate in one direction onlyFacilitate a dialogue – between prospect and company, and increasingly among users

5. Process of Website Renovation & Continuous Improvement Product- Centric Site (v1.0) Identify Key Segments & Pain Points Develop User-Relevant Content Implement Initial Site Changes Customer- Centric Site (v2.0) Phase I: Initial Site Renovation Web Analytics Usability Testing Online Surveys Web Analytics Online Focus Groups Customer- Centric Site (v2.1, 2.2, etc.) Phase II: Continuous Site Improvement Landing Page Optimization Establish KPIs & Metrics for Success

6. 6 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you  Karen Breen Vogel  ClearGauge  karen.breenvogel@cleargauge.com  (312) 423-7616

7. 7 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How to Raise Demand Throughout (very) Long Food Chains Holly LaRose-Roenicke, Business Communication Manager The Dow Chemical Company Tuesday, October 24, 2006

8. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. About Dow Dow’s Mission To constantly improve what is essential to human progress by mastering science and technology. Dow’s Vision To be the largest, most profitable, most respected chemical company in the world.

9. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. Dow UCON TM “Performance Ingredient” UCON TM High performance specialty fluids and lubricants Outperform petroleum, animal, and vegetable oils Key Differentiator Sold as a synthetic base stock that can be controlled and varied to achieve a level of performance not possible with natural oils and lubricants UCON TM Applications: Hydraulic fluids to quenchants Machinery, gear and bearing lubricants to compressor lubricants

10. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. UCON TM Food Chain Channels and Roles Channel Role Formulators and Blenders Reseller/Distributor OEM End User Base Stock Manufacturing Perform tests to receive OEM support Supply products to local plants/end user Manufactures Equipment User of fluid in equipment Raw Material Supplier Base Stocks

11. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. UCON TM Food Chain Dow participates as both a synthetic base stock producer and formulator in the chain. Chemical Synthetic Base Stock Producers Mineral Base Oil Refiners Additive Supplier OEM Message Institutional End User Industrial End User Marketers Retail Consumer Jobbers/Local Distributors Databases Lubricant Formulators

12. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. Internet’s Value to UCON TM Food Chain Only channel that creates a two-way exchange between UCON TM and end-user and all points in between. Internet creates the ability to discover new uses and applications for UCON TM fluids and lubricants and base stocks. Benchmarking against key competitors. Emergence of online databases allows for an interactive comparison UCON TM and competing ingredients. Ability to actively engage all parts of the food chain, provide relevant messaging, and measure activities.

13. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. Case Study: UCON TM Program Overview Program Goal Create customer-centricity on the UCON TM website and tactics to recruit and qualify prospects. UCON TM ’s Objective Drive more qualified leads through online lead generation tactics to support overarching annual and long-term revenue goals.

14. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. UCON TM Program Demand Tactics Paid Search Marketing Keyword research and selection Search Engine Selection and Placement Relevant, timely messaging Optimization Non-Search Media Relevant, targeted online media venues Timely placements and messages Awareness building to all parts of chain

15. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. UCON TM Paid Search Engine Marketing Keyword List Selection Strategy Selection of key words that encompassed all points of the buy cycle and were meaningful to all parts of the food chain. Buy Cycle OEM Lubricant Formulators Additive Supplier Marketers Jobbers/Local Distributors Institutional End User Industrial End User Consumer End User UCON TM Keywords

16. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. UCON TM Vertical and Horizontal Search “Biolubricant” ranked first on both Business.com and Google.

17. Ensure that there is free space of at least 3/16-inch (4.8 mm) around the DOW Diamond. Preliminary Results Early analysis showed that UCON TM was not reaching their entire market. Expanded search program globally to reach more of their relevant prospect base. Ongoing analysis of keyword terms and search venue to determine best performing terms and placements to allow for greater program optimization.

18. 18 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you Holly LaRose-Roenicke The Dow Chemical Company hmlarose-roenicke@dow.com (989) 638-7703

19. 19 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. DuPont and E-Business GARY SPANGLER E-Business Leader Electronic & Communications Technology Tuesday, October 24, 2006

20. 20 About DuPont $26.6 Billion Revenue in 2005. Our Vision To be the world's most dynamic science company, creating sustainable solutions essential to a better, safer and healthier life for people everywhere. Our Mission To achieve sustainable growth, which is defined as increasing shareholder and societal value while decreasing the company's environmental footprint. DuPont Safety & Protection DuPont Electronic & Communication Technologies DuPont Coatings & Color Technologies DuPont Performance Materials DuPont Agriculture & Nutrition DuPont Bio-Based Materials

21. 21 Web as Marketing Anchor E-Marketing Essentials Attracting inquiries and generating qualified leads. Engaging prospects through online interaction (calls to action) that solves problems and stimulates possibilities. Nurturing prospects and customers through permission and opt-in. Activating promoters.

22. 22 DuPont - Limited Combustible Cables “Performance Ingredient” – Certified Limited Cables Data communications cables that significantly reduce the amount of smoke. Key Differentiator The only data communications cabling available that can reduce the amount of smoke by up to 20 times less in the event of a fire.

23. 23 DuPont LCC Food Chain h DuPont LCC Message Educational End User Financial End User Healthcare End User Distributor/ Marketers Cable Manufacturer DuPont LCC Converter Target Specifiers Regulators

24. 24 Motive Quest, www.motivequest.com Internet Value: Reaching Out to Conversationalists Monitor online conversations - Good and Bad Create website content and landing pages which addresses online discussions. Create SEM initiative inviting visitors to your content through relevant keywords. Use advertising to address conversation (influencer) interests. Offer opt-ins (email and RSS). Add voice to the conversation. Share of Voice A A Sentiment

25. 25 Interactive Relationships: Inquiry to Close e Nurture Relationship E-Mail Marketing Nurture Relationship E-Mail Marketing E-Marketing Invitation (E.g. Search Engine Marketing) Website “Self Service” Call Center Inside Sales Customer Service Technical Service Opportunity Management Sales and Technical

26. 26 Importance of Search 84% of adult Internet users have used search engines to help them find information. Different parts of the food chain actively use search engines to find solutions to a pain point, creating an opportunity for “performance ingredient” manufacturers to actively message to their needs. The best marketers understand how to reach the different parts of the food chain using search. Source:WOMMA Wombat 2, San Francisco, 2006, converseon.com

27. 27 Dupont LCC 2005 Pilot Long List of Keywords Problems and Products 565 for Cabling Targeted Invitation (message and audiences) Relevant Web Landing Pages Specific and Measurable Calls to Action Opt-in for Permission-based E-Mail Nurturing

28. 28 LCC Pilot 2005 - Increase Interest Learning 4X Increase in Online Inquiries 80% to phone vs. form Volume of Inquiries

29. 29 Relative Cost for Marketing Channels Cost Vs. Traditional Marketing Online Vs. Print Ad Trade Show

30. 30 Dupont LCC 2006 Program Focus on Dupont LCC Abandoned Cable Service offering Bldg. Owners Commercial Property Mgnt Generate Leads for Audit Website Revamp for Abandoned Cable specific content and offers Revised Keyword Strategy SEO/PPC Search Programs Vertical Online Media More Robust Tracking/Reporting/KPI Email program to Opt-in List

31. 31 Metrics Funnel $ Dupont LCC 2006 Program Keywords Audience Landing Page Site Optimization E-Mail Nurturing Calls to Action, Highly Valued Activities Metrics Tied to Sales (Proxy metric)

32. 32

33. 33 Example Offer Map/Decision Tree

34. 34 August 2006

35. 35 Cost per Weighted Business Value Point May-August, 2006 Media spend divided by points equals the cost per business value point (overall weighted pipeline creation).

36. 36 Observations & Recommendations Baseline established; seasonal adjustments may be necessary Search Media – lowest cost traffic Non-search media more costly but offers awareness Opt-in email best conversion rate of all contact forms on site Recommendations: Optimize online media to increase efficiency Increase opt-ins/develop e-alerts Conversion Rate improvement needed Improve “Request an Assessment” conversion Prominence of offer Landing Page isolation Example assessment screenshot Less contact info required Consider discount or other incentive SEO – Expand terms for better match to search volumes

37. 37 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you  Gary Spangler  DuPont  gary.spangler@usa.dupont.com  (302) 999-2670