Communication Guide for Distributors
Be the No.1 seller of ProtectONE products 1
Dear ProtectONE Distributor, We are excited to share with you our new distributor guide book that we have specially developed to make working with our products easier and smoother for you. Our company’s aim is to provide the most reliable, effective, preventive, chemical free tick, flea and mite repellent devices which pose zero harm to the environment and the users. These products have a specific need when it comes to communication, hence in these pages we will help you to reach your goals. By following our tips and tricks, you can increase your selling. Furthermore, this guide helps you to learn more about our company, products, and technology, and supports you to create your own communication strategy.
We will help you with Core messages, topic and keyword suggestions Content and communication for your website Best utilisation of each social media platform Materials for social media and press communication In addition to this guide, you will get a Marketing Toolkit, that has plenty of ideas, and examples for you to create effective communication of our products. We believe that through our collaborative work, our innovative technology will make many family’s life easier. On behalf of the ProtectONE team, we hope that you find this guide useful, and we wish you the best of luck with your sales and business development.
Protect your loved ones
Daniel Kiss Founder and CEO 2
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1. THE PROTECTONE BRAND
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1.1. GOALS 10 1.2. CORE MESSAGES 12 2. PRODUCTS
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SONICGUARD 2.1. PET 2.2. MINI DOG / MINI CAT 2.3. BABY / KID 2.4. HUMAN 2.5. HOME 2.6. HORSE 2.7. HUNTER 2.8. MILITARY
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MITELESS 2.9. HOME 2.10. GO
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3. ORDERING PROCESS FROM A-Z
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4. MARKETING TOOLKIT
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4.1. PR 4.2. SOCIAL MEDIA 4.3. INFLUENCER MARKETING 4.4. NEWSLETTER 4.5. MARKETING / ADVERTISEMENT 4.6. MERCHANDISING TOOLS 4.7. AMAZON
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5. CONTACT
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1. THE ProtectONE BRAND
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THE ProtectONE BRAND
Since 2010, our brand has been looking for breakthrough solutions to open a new chapter in the fight against parasites. The products we manufacture and market are: Europe’s number one chemical-free anti-parasitic solution. present in networks of renowned dealers in 42 countries on five continents Our dedicated team has always strived to provide the most innovative, most versatile solutions for your loved ones. 8
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THE ProtectONE BRAND Our core values ​​are: naturalness care safety reliability prevention We consider our products to be the most basic and obvious choice for all family members, including pets, to prevent parasitic diseases and other nuisances caused by ticks, fleas and mites.
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1.1. GOALS
THE ProtectONE BRAND
1.1. GOALS
We fight against the onset of serious diseases transmitted by ticks and fleas: Lyme disease Babesia Anemya We believe that with our innovative solutions and our research approach dating back more than ten years, we can generate a tangible change in the incidence of parasitic problems. Our goal is to actively participate in creating a world where parasitic diseases do not pose a threat to humans and animals.
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THE ProtectONE BRAND
THE PROTECTONE BRAND’S VALUES:
Chemical free All year long protection Preventive solution Environmentally friendly Scientifically proven Innovation Ultrasonic technology
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1.2. CORE MESSAGES
Our goal is to reduce the number of diseases caused by ticks, and to make life easier for families. We want everyone to spend time in nature worry free. The most important message we would like to spread, that prevention is more important than treatment.
THE ProtectONE BRAND
1.2. CORE MESSAGES
THE SONICGUARD TECHNOLOGY: based on ultrasonic waves ultrasonic wave is an acoustic (sound) energy frequency range is above the human and pet hearing range
Our devices emit a series of ultrasonic pulses that are imperceptible to humans, pets or wildlife but interfere with the ability of ticks and fleas to orient themselves. Environmentally friendly, contains no chemicals or fragrances, making it perfectly safe to use for everyone. Our technology was tested by the Medical Microbiology and Infectious Diseases Laboratory, University of Camerino (ranked best Italian university by Guida Censis Repubblica 2011 and 2012). The results clearly confirmed the effectiveness of our SonicGuard technology.
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THE ProtectONE BRAND
1.2. CORE MESSAGES
THE ProtectONE BRAND
1.2. CORE MESSAGES
TICK FACTS
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Chemical free
Scientifically proven
All year long protection
Innovative
Preventive solution
Ultrasonic technology
Environmentally friendly
Splash proof
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THE ProtectONE BRAND
1.2. CORE MESSAGES
FLEA FACTS
5% on pets 95% in cat and dog
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flea allergy dermatitis
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THE ProtectONE BRAND
1.2. CORE MESSAGES
ultrasonic tick and flea repeller the most versatile product line effective, non-chemical and environmentally friendly products safe to use scientifically proven (Milano and VCA test) clinically tested protection for up to 12 months splash proof, can be used in all weather conditions
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THE ProtectONE BRAND
1.2. CORE MESSAGES
CERTIFICATIONS MILANO TEST
97%
tick reduction in
35days
VCA TEST
94% tick-free
88% flea-free over
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60days 21
THE ProtectONE BRAND
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1.2. CORE MESSAGES
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2. PRODUCTS
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PRODUCTS | SonicGuard
2.1. PET
The ultrasonic tick and flea repeller for pets: keeps parasites away for 6-12 months suitable for dogs, cats and other pets does not contain any chemicals or fragrances safe for puppies, elderly, sick or pregnant animals has a 5 feet range scientifically proven
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PRODUCTS | SonicGuard
2.2. MINI DOG
The ultrasonic tick and flea repeller for small sized pets: features a modern and stylish design especially designed for small animals has an 8 feet range the long term protection is guaranteed the only rechargeable tick and flea repeller integrated night light function
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PRODUCTS | SonicGuard
2.2. MINI CAT
The ultrasonic tick and flea repeller for cats: features a modern and stylish design especially designed for small animals has an 8 feet range the long term protection is guaranteed the only rechargeable tick and flea repeller integrated night light function
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PRODUCTS | SonicGuard
2.3. BABY / KID
The ultrasonic tick repeller for babies and kids: has a 5 feet range environmentally friendly works without chemicals and fragrances safe to use from birth keeps ticks away for 6-12 months
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PRODUCTS | SonicGuard
2.4. HUMAN
The ultrasonic tick repeller for people: for all type of outdoor activities safe for all ages ultrasonic waves keep ticks away throughout the year free of chemicals splash-proof has a 6.5 feet range
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PRODUCTS | SonicGuard
2.5. HOME
The ultrasonic tick and flea repeller for your home: protection for families and pets at home has a range of 320 sqft prevents reinfestation of pets keeps parasites away from home odourless
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PRODUCTS | SonicGuard
2.6. HORSE
The ultrasonic tick and flea repeller for your horse: has a 6.5 feet range keeps parasites away from your horse all year round provides protection with ultrasonic pulses chemical free, odour free
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PRODUCTS | SonicGuard
2.7. HUNTER
The ultrasonic tick repeller for hunters: has a 6.5 feet range ultrasonic pulses are undetectable to humans, dogs and wildlife can protect hunters from ticks for up to 3000 hours practical design provides effective protection every day
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PRODUCTS | SonicGuard
2.8. MILITARY
For professional use only. Minimum order quantity: 2000 pieces chemical free has a 6.5 feet range completely odourless scientifically proven all-season long protection preventive solution
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PRODUCTS | MITELESS ultrasonic dust mite repeller keeps dust mites away from bedroom mattresses, upholstered furniture and carpets prevents the reproduction of parasites alleviating the symptoms of dust allergy within weeks preventive solution imperceptible for humans and pets
PRODUCTS | MITELESS
MITE FACTS
all year round while at home
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PRODUCTS | MITELESS
2.9. HOME
chemical free covers 320 sqft helps reduce the symptoms of dust allergy caused by dust mites safe to use for everybody scientifically proven all year long protection
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PRODUCTS | MITELESS
2.10. GO
chemical free has a 6.5 feet range helps to reduce the symptoms of dust allergy caused by dust mites portable safe to use for everybody scientifically proven all year long protection
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3. ORDERING PROCESS FROM A-Z
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3. ORDERING PROCESS FROM A-Z ORDERING All of our partners can place orders at info@sonicguardusa.com we have quantity based pricing MOQ: 10 pcs SHIPPING prepaid freight lead time is usually 3 working days lead time for orders above 5,000 items might take up to 6 weeks
3. ORDERING PROCESS FROM A-Z PAYMENT orders need to be prepaid 30 days net payment is with approved credit PRICING As an attachment, each of our distributors will receive a detailed MSRP price list for each of our products We have standardized MAP policy for all of our products SHELF LIFE Our product’s shelf life is 5 years After 5 years, product quality may be impaired and selling should be avoided
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4. MARKETING TOOLKIT
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In this section, we would like to help you with a communication toolkit, based on successful campaigns. With these guidelines you can become an expert in communicating about ProtectONE brands.
IMPACT OF A GOOD COMMUNICATION STRATEGY ON YOUR BUSINESS
measurable outcomes
satisfied visitors
higher ROI
more customers
enhanced brand awareness
brand reputation
better brand image
stronger brand
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more profits
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4. MARKETING TOOLKIT
4.1. PR
PR The challenge is to find those touch points where the consumer needs and the product meet. Making ProtectONE a consistent and safe option for everyone should be the ultimate goal of any PR activity of the products. COMMUNICATION STRATEGY Social media communication Online marketing campaigns Press releases MESSAGES “Enjoy nature without ticks and fleas” “Protect your loved ones” KEY WORDS The goal is to have these keywords in every post, in every ad, so that people get a consistent idea of the products.
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4. MARKETING TOOLKIT
4.1. PR
4. MARKETING TOOLKIT
4.1. PR
IMPACT OF GOOD PRESS RELATIONS
ACTION PLAN Press releases compiled every two months from March (continental weather) Writing news for own website Visuals for press releases (photos, infographics, videos) Translation in target languages Sending press releases to the local media Organizing interviews Occasional event communication Continuous follow-up, monitoring Keep your press contacts up to date
higher media coverage
higher professional reputation
utilisation of influencers’ network
exponentially higher reach of potential customers
high quality external links
higher page ranks for SEO
more customers
higher profits
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4. MARKETING TOOLKIT
TARGET GROUPS AND TOPICS SONICGUARD PET: Dog, cat and other pet owners Hunters Riding stables, horse riders Professionals (police officers, dog trainers etc.) Pet daycares Pet groomings Veterinarians
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4.1. PR
4. MARKETING TOOLKIT
4.1. PR
SONICGUARD HUMAN / BABY: Parents with small children Kindergartens Professions: hunters, foresters, geologists, forestry engineers, construction workers, animal breeders, etc. Activities: gardening, running, hiking, summer camping, playground
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4. MARKETING TOOLKIT
MITELESS TARGET GROUPS: People with allergies Hotels, apartments Parents with infants People with sleeping problems
4.1. PR
4. MARKETING TOOLKIT
4.1. PR
Recommended topics for the articles Parasite’s life cycle Educational information about ticks, fleas, mites How to remove ticks from a baby or a pet
Baby-friendly solutions against ticks Facts about mites and what they cause Tips for allergy relief
Ultrasonic tick repellents used while working Publications in the press about the brand and the products Fairs and events 64
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4. MARKETING TOOLKIT
HERE ARE SOME KEYWORDS THAT WE RECOMMEND TO USE FREQUENTLY: Ultrasonic technology Chemical free Efficient
4.1. PR
4.1. PR
4. MARKETING TOOLKIT
TIMING Timing is key when it comes to promoting a product. Because our products are mostly seasonal and have the highest customer demand in cycles, it is very important when and how you communicate about the products. The cycles are in sync with the seasonal occurance of these parasites.
Safe Care Protection Freedom
FLEAS PARASITE’S ACTIVITY IN A FOUR-SEASON COUNTRY
TICKS
Reliable Environmentally friendly Prevention
MITES
Innovation Stylish January
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February
MONTH
March
April
May
June
July
August September October November December
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4. MARKETING TOOLKIT
4.2 . SOCIAL MEDIA
4.2 . SOCIAL MEDIA
4. MARKETING TOOLKIT
SOCIAL MEDIA
IMPACT OF A GOOD SOCIAL MEDIA STRATEGY
Social media platforms show how active your company is. You are more likely to earn the trust of your customers if they engage with your content on social media. To do’s Regularly posting a variety of interesting content Keep your visitors engaged through social channels Connecting different platforms with each other (e.g. Facebook and Instagram) enhances visibility
trust
higher brand possibility customer timeline to connect engagement
interactivity reputation
more visitors
more clients
higher profits
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4. MARKETING TOOLKIT
4.2 . SOCIAL MEDIA
WHAT TO POST ON FACEBOOK News (holidays, special days of the week, anniversaries) News in the industry Articles Interviews Videos
4.2 . SOCIAL MEDIA
4. MARKETING TOOLKIT
Why and how should you use Facebook for higher sales?
176% Facebook can increase brand engagements
Customers who like a page on Facebook have a 51% likelihood of making a purchase
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WHEN TO POST Posts with images make 2.3 times more engagement than those without images
Twice a week The best time to post to Facebook is in the early afternoon, between 1 and 4. Keep an eye on the stats on your Facebook page and adjust your posting time to the activity of your followers. If you found the perfect posting time, stick to it.
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43%
53%
of B2B companies acquired customers through Facebook
of users make purchases because of shared links
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4. MARKETING TOOLKIT
4.2 . SOCIAL MEDIA
INSTAGRAM Image-oriented & fun content Post as often as you can Be consistent Use the hashtags #SONICGUARD #sonicguardusa #miteless #ProtectONE #tick #mite #flea #allergy #lymedesease #prevention #protection, etc. Follow, like, comment Make stories on seasonal topics If there is an event or fair, don’t be afraid to live stream Use ads to promote your profile Although you get access to our photos for your social media and advertising, we encourage you to make your own content. Personalising your message creates a unique connection with your followers.
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4. MARKETING TOOLKIT
4.2 . SOCIAL MEDIA
WHAT TO POST Collages featuring the products Nature photos Pictures about pets, hikers and themes related to the products Pictures that reminds people before the tick/mite/flea seasons Photos of events and fairs that your team visited WHEN TO POST At least 3 times a week The best time to post on Instagram is in the afternoon, between 2pm and 8pm. Keep an eye on the stats on your Instagram page, or use some statistic apps to tailor your posting time to the activity of your followers.
Please note that it is not advising to overload your feed with negative imagery (for example close-ups of ticks and fleas, diseases, etc.). Focus on positive images and rarely use images about parasites.
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4. MARKETING TOOLKIT
4.3. INFLUENCER MARKETING
INFLUENCER MARKETING Using influencers for positioning, presenting, and promoting your products is a very popular and effective solution. By connecting the right people to our product, the brand can reach the relevant target audiences. THE INFLUENCERS: Their opinion is honestly shared with their followers It is important for the featured product to relate to the personal brand of the influencer Influencer marketing is used to generate more brand awareness They will expect compensation for their work (usually a free product sample or a fee depending on their influencer status) find the relevant bloggers and vloggers
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4. MARKETING TOOLKIT
4.4. NEWSLETTER
4.4. NEWSLETTER
4. MARKETING TOOLKIT
IMPACT OF EFFECTIVE NEWSLETTERS
NEWSLETTER An external newsletter is a great way to retain existing customers and provide them with information. It is worth offering the newsletter sign-up option on the website, social media platforms and at fairs regularly. The people on the list are signed up because they are interested in the products, and the company, so you should use that platform well. We recommend to send out newsletters to your subscribers every 2-3 months.
reputation
higher engagement
brand loyalty
trust
stronger connections within the brand
possibility to prioritise and group stakeholders
personalised communication
more clients
higher profits
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4. MARKETING TOOLKIT
4. MARKETING TOOLKIT
NEWSLETTER
MARKETING / ADVERTISEMENT
WHAT TO INCLUDE IN A NEWSLETTER:
PPC
Preparing for upcoming tick/flea season Recent research findings New products and solutions Success stories, positive changes thanks to ProtectONE NEWSLETTER LAYOUT: Unified visual world (images, colors, font, logo) User-friendly interface Up to 1-2 page Break text with images, visuals Transparent, airy texts and short paragraphs
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4.4. NEWSLETTER
4.4. NEWSLETTER
When it comes to promoting the products we recommend to launch a Google Ads Search campaign that is sales-focused and long-term. Google ads is the most advanced PPC system that provides broad and relevant reach, cost-effective and has a measurable campaign performance. Even with a limited monthly budget, we recommend to turn a higher percentage of your budget into Google Adwords campaigns
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4. MARKETING TOOLKIT
4.5. MARKETING / ADVERTISEMENT
MARKETING / ADVERTISEMENT Our goal is to reach direct search engines so we use keywords that are relevant to our products EXAMPLES OF KEYWORDS INCLUDE: tick ticks SonicGuard tick repeller lyme disease fleas and ticks ticks on dogs tick treatment tick prevention for dogs chemical free tick repeller ticks on cats ticks on humans tick collars for dogs tick bites on dogs tick products tick spray
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4. MARKETING TOOLKIT
4.5. MARKETING / ADVERTISEMENT
MARKETING / ADVERTISEMENT The display network is an important part of online marketing tools, as besides being relevant to the search network, it is important to reach users extensively in a relevant environment. Facebook ads provide you with relevant demographic and targeting capabilities. Recommended Target Audience: Location: within a country Gender: both men and women (mainly women) Age: over 18 years
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4. MARKETING TOOLKIT
4.6.MERCHANDISING TOOLS
4. MARKETING TOOLKIT
4.7. AMAZON
AMAZON As a high quality brand we need to have an Amazon strategy. Listing and publishing are provided by ProtectONE and we are in contract with 1 seller per country. In addition, ProtectONE provides help in legal matters.
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Contact
2437 S 86th Street Unit A-B 33619, Tampa, Fl United States info@sonicguardusa.com 84