Marketing Plan Overview Current State of

BTG’s current marketing plan includes:

• Trade Print – PLSN pub, Live Design, Light and Sound America, Stage Directions. • Email Blast Promotions • New Ecommerce with Learning Center (blog) • Social Activity to Share Industry News and Events • Branded Search

Entertainment orders generate the most revenue/sale

• $600 Entertainment • $220 Industrial • $190 Medical/Scientific

3 SWOT Analysis

STRENGTHS OPPORTUNITIES • One-stop shop • Untapped markets • Exceptional customer service − Global Marketplace • New website − Consumer • Language capabilities – Spanish, • Data mine database – providing French, Chinese, Portuguese, Greek, relative and new information Arabic • Grow online with new website • Leader in entertainment lighting and supply

WEAKNESSES THREATS • Challenges with new website development • Competitive pricing and old website functionality • Low online presence to date • Having inventory on hand in a changing • Grey Market low cost/low quality products market coming from overseas • Needs to be faster in making sure prices are • LEDs that are not replaceable products – current and refreshed evolution of LED with fixed light source • Lack of targeted content for marketing • Low awareness in certain areas 4 What We Need to Do in 2016

1 Build new BTG awareness

2 Break into the online lighting market

3 Increase website sales and conversion

5 Marketing Plan Activation

1 2 3

Increase Website Sales Introduce BTG Break Into Online Market and Conversion

June – December September – December January 2017

6 Introduce BTG Messaging Activity Overview

1 Introduce BTG › Press Release › Trade Pub Ads › Emails – Announcement to all email lists • Bulbtronics current customers • 0 Energy customers › Direct Mail – To clients who have conducted business within the last year › Website – Pop-up window with announcement › Social – Social network cover images and posts on all networks › Collateral – Business cards and pamphlets by vertical › Paid Search – Branded search with adjusted ad copy to introduce new name › Website – New “About Us” page explaining new organization › Trade Show Booth Design

8 1 Introduce BTG

TACTIC APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR

LAUNCH ACTIVITIES Email

Press Release

Social

Website Pop-Up

Website “About Us” Page

Paid Search FOLLOW-THROUGH ACTIVITIES

Direct Mail

Trade Pub Ads

Trade Show Booth

Trade Show Collateral Cinegear Live Design CabSat Based on plan approval date of May 1st Breaking Into Online Market Breaking Into Online Market

A Be found organically

B Create visibility with online shoppers

C Stay top-of-mind with current and potential customers

11 Breaking Into Online Market

A Be found organically SEO

B Create visibility with Google online shoppers Shopping

Stay top-of-mind with C current and potential Remarketing customers

12 Search Engine Optimization Search Engine Optimization

Overview Organic Ranking Factors

• With the advancements in social media, more refined crawl-bots and backlinks qualifiers, SEO optimizations are 19% becoming more about the user than ever before. 40% Backlinks • Based on the new search engine algorithms, we can Social estimate the ranking factors to fall into the four major Content buckets, with the weight that each tactic holds against 34% Technical your site’s rankings. 7%

14 Technical and On-Site SEO

Strengthen the organic performance of BTG. Ranking Factors – Technically sound site when crawled by search engine bots. Will include both monitoring and actions needed from the following: • Website Crawl Reporting • Page Speed Analysis and Recommendations • Keyword Ranking Performance Content • Technical issues + Tech – Grade on-site content against high volume search terms, ensuring page is 53% indexed as a top search result. This may also include additional landing pages. • On-Site Content Page Grading • Landing Pages Per Vertical (3/mo.) • Monthly Audit and Page Ranking Reports • Optimize Current Content

15 Landing Pages to Capture SEO Opportunities

Scientific Entertainment Industrial Manufacturing Batteries 0 energyO En e gy/Cr u ost m s Consumer & Medical

• Staging • Hotels • Hospitals • Bulbs That • Applications • Manufacturer • LED Strips • Live • Casinos • Doctors’ Go Into • Value • Design • Energy- Performance • Commercial Offices Equipment • Industries • Capabilities Efficient Bulbs • Production Facilities • Scientific • Appliances • Quality • Examples • Home • Theater • Transit Research • Task Lighting • Outdoor • Events Facilities

WWW.BULBTRONICS.COM Google Shopping Google Shopping – What Is It?

The power of prime shelf space online

Google Shopping allows shoppers to quickly and easily find your product listings on Google.

• Attract more potential buyers. Google Shopping helps you to reach shoppers while they are searching for items to buy on Google.

• Control your product information. With Google Shopping, you can maintain the accuracy and freshness of your product information, so your customers find the relevant, current items they're looking for.

18 Google Shopping – How It Works

1. Inventory of all products.

2. Upload product information in .csv file Google AdWords.

3. Product ads are delivered based on keyword search relevancy.

4. You can dictate how much Google Shopping costs by increasing or decreasing your daily budget and your PPC bids.

19 Google Shopping: Search Market Landscape

Queries grew by 15% in Q4 2015 in the Energy Efficient Light Bulbs Category Desktop queries grew by 1% while Mobile queries grew by 44% and Tablet searches grew by 2% YoY in the same period 2.5% Avg. CTR for PPC with the highest ROI in Mobile Space

20 Google Shopping: Search Market Landscape

Energy-Efficient Light Bulbs: Q4 2015 Auction Metrics

Source: Google internal search data, based on pre-categorised queries for the Energy Efficient Light Bulbs. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 21 Competitive Paid Search

• Estimated Spend - $70,653/mo. 1,000bulbs.com • Estimated AdWords Traffic – 42,205/mo.

BTG • Position BTG as a Strong 2nd Player

Bulbs.com › Based on our competitive analysis tools, it appears that all BTG competitors spend Stagelightingstore.com significantly less than 1,000bulbs.com

Wholesale-leds.com › Great opportunity for BTG to take the #2 spot

22 MaximizeConsumers exposed to both text and Product Listing Ads (PLAs) Your Visibility in Search Results are more likely:

Source: Google Think Insights - November 2013 looking at the Milward-Brown study measuring shoppers and natural search behaviors Remarketing Display General Remarketing

Overview ─ Remarketing helps you reach people who have visited your website. Previous visitors or users can see your ads as they browse .

Recommendations • Re-engage visitors with abandoned shopping carts. • Up-sell or cross-sell to existing customers that have previously converted, but may be interested in other products. • Reach customers within a certain time period after they completed a purchase. BTG New Products!

25 Dynamic Remarketing With the recent explosion in online , today’s consumers are exposed to an exponential boom in digital display ads. But 80% of consumers say that the last ad they saw wasn’t relevant to them.

Enter dynamic creatives: Dynamic, personalized ads that boost retargeting performance.

A user visits a page (or product) on the site, doesn’t purchase, and is served the product in a creative ad unit on other sites they visit.

• Across the web and Facebook, we’ve seen dynamic ads provide a 44% lift in ROI and a 115% increase in CTR.

• Required: A minimum of 40,000 unique users and access to product feeds.

26 Email Remarketing

SendRoll allows you to seamlessly retarget your site visitors with automated emails featuring product recommendations tailored to browsing behavior ─ in the same way that you can already retarget on social, mobile, native and the web through AdRoll.

1st A shopper visits your site but leaves before making a purchase. 2nd Later, SendRoll triggers an email.

• Email remarketing uses the same website behavior analysis and dynamic product recommendation technology that we’ve recommended for web retargeting, and also complements the leading email platforms like MailChimp, HubSpot, and Constant Contact, among others.

• Average open rates stand at more than 50% and average click-through rates on these emails are above 10%. That’s two-to-three times the performance of standard email blasts.

• Spend will vary based on cookied users. 27 Break Into Online Market Strategy 2 Break Into Online Market

TACTIC APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR

SEO - Tech + Content

Google Shopping

Remarketing Potential Goals

GOAL 1 Boost sales in the next quarter by X%. KPIs include sales, conversion rate, site traffic.

GOAL 2 Increase online sales conversion rate by X% in the next year. KPIs include conversion rate, shopping cart abandonment rate, associated shipping rate trends, competitive price trends.

GOAL 3 Grow site traffic by X% in the next year. KPIs include site traffic, traffic sources, promotional click-through rates, social shares, bounce rates.

GOAL 4 Positive ROI By Vertical • (X) Entertainment Cost per Acquisition (CPA) • (X) Medical (CPA) • (X) Industrial/Commercial (CPA) 30 Monitoring Procedures

In year one of plan activation, we can start to explore and define benchmarks

Key Performance Indicator (KPI) Examples:

Sales Marketing • Weekly, monthly, quarterly, and annual sales • Site traffic • Average order size • Unique visitors versus returning visitors • Average margin • Time on site • Conversion rate • Page views per visit • Shopping cart abandonment rate • Traffic source • New customer orders versus returning customer sales • Day part monitoring (when site visitors come) • Cost of goods sold • Newsletter subscribers • Total available market relative to a retailer's share of market • Facebook, Twitter, or Pinterest followers or fans • Product affinity (which products are purchased together) • Pay-per-click traffic volume • Product relationship (which products are viewed • Blog traffic consecutively) • Number and quality of product reviews • Inventory levels • Brand or display advertising click-through rates • Competitive pricing 31 APPENDIX

37 Recommended Components

Inbound/SEO Social Remarketing Paid Search Trade Shows/Pubs Organic Search Thought Leadership Engage Interested Buyers Drive Sales Introduce BTG Increase Website Traffic Community Engagement Highly Targeted Increase Web Traffic Brand Awareness Brand Story Drive Traffic to Site Improve Sales Attribution Improve Search Results Product Offering Online Presence Product Awareness Brand Awareness Target Competitors Relationship Building Stay Top of Mind Reach New Customers Target Audience Reach Showcase Products

38 Break Into Online Market – Phase 3

Add-on’s to increase online sales

3 › SEO ─ Blog + Inbound › Dynamic Retargeting › Branded Search Increase Website Sales › Google Display (GDN) and Conversion › Facebook Ads January 2017

39 Inbound Marketing – SEO (Continued) Inbound Marketing

Inbound Marketing Program • Blog content will be designed so that it can be indexed by Google to drive traffic Ranking Factors naturally to the site. • Composed of engaging topics which will resonate in social media and other channels to acquire shares and backlinks.

Social Media Advertising Backlinks • Most cost-efficient and relevant way to gain awareness behind the content being + Social produced and targeted to your specific audience. • Major ranking factors used by search engines. 47% • Two promoted posts on social per month – includes post set up.

Remarketing • Blog content can be repurposed into remarketing ads (e.g., “Don't forget to download our whitepaper”), creating opportunity to capture lead data.

41 Inbound/SEO

Inbound Marketing Process:

ATTRACT CONVERT CLOSE DELIGHT

STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS

Landing Pages Email Social Media Social Media Calls-to-Action Remarketing Email Ads Newsletter CRM Lead Scoring Blog Content SEO Guides/Studies SMS Reviews Blog Content Trunk Shows/Events

42 Inbound/SEO - Content Ideas

BULBTRONICS ON DISPLAY

• Showcase Bulbtronics in theaters, in hotels and casinos, and for special projects.

• Dynamic, engaging, blog style “case studies” that feature images and customer quotes about the difference Bulbtronics made to them.

• Spotlight specialized custom products created by Bulbtronics.

43 Inbound/SEO - Content Ideas

INDUSTRY INSIGHTS

• Discuss topics of interest to B2B and B2C consumers. • Incandescent vs. LED • The potential of plasma • Graphene • Intelligent Lighting • FAQs • Answer common customer questions. • Leverage social to engage audience to share questions they may have.

44 Inbound/SEO - Content Ideas

BEHIND-THE-SCENES

• Share behind-the-scenes peeks at Bulbtronics at global events.

• #Cabsat2016 in the Dubai World Trade Center, Stage Lighting Super Saturday, Live Design International (LDI) Tradeshow

45 Social Advertising on LinkedIn

LinkedIn Sponsored Updates – Reach B2B audiences through Target Audience targeted ads: • Geo-targeting • By job title 1.4 MM Business Professionals • By industry Job Titles LinkedIn Text Ads − Purchasing Manager, Senior – Can link to a LinkedIn profile or Purchasing Manager, Engineer, website. General Manager, Builder, Facilities – Target by industry, job title and more. Manager, Facilities Engineering – Set budgets (the max spend per day): Manager, Senior Facilities Manager, • Pay-per-click (CPC) Electrician, Master Electrician, Chief Electrician, Purchasing Agent, • Pay-per-1,000 Impressions Lighting Designer (CPM)

47 Advertising on Facebook

Facebook Lead Gen Ads – Mobile-focused ads. – Quick, privacy-safe means for customers to share their name and email to receive more information from a brand. BTG New Products! Clicks to Website Ads – Drive users to website and can be used to increase traffic to product pages and special landing pages.

Promoted Posts – Enable content shared on a brand’s Page to be visible to not only current followers of the Page, but targeted prospective fans.

48 Advertising on Facebook

• Can account for 50% share-of-voice in the daily estimated reach in Facebook itself based on budget. B2B can work in Facebook.

• Maersk, the freight company, has nearly 2.5 million Facebook fans along with posts that garner 6K post engagements. This is a great case study showcasing that with 1 billion people on Facebook, there’s a place for B2B too.

• Targeting by job title, estimated spend would be $6,400 to hit 50% SOV. FB’s estimated daily reach with that budget is 100,000 – 240,000 users per day. ($3,200 = 80,000 – 210,000 users)

• For Lead Gen ads, $6,400 would get you 65,000-170,000 users per day. $3,200 would get 60,000 – 160,000. $1,600 would get 32,000 – 85,000. $800 would get 18,000 – 49,000.

49 Paid Search Paid Search - General Overview – Using Google and Bing search platforms to advertise on brand terms reinforces brand messaging and supports a positive brand experience for users.

Brand Campaign Framework – Create a brand campaign that will focus on driving brand awareness and purchases on Bulbtronics.com.

Keyword Targeting:

• Words and phrases used to help you reach only the most interested people, who are more likely to become your customers.

• Keyword set will include variations of Bulbtronics and BTG keyword terms

• Geo qualifiers will be added to keywords to show relevance around brick and mortar stores (e.g., bulbtronics farmingdale, bulbtronics nevada, etc.).

• Long tail brand keywords will also be used to associate key products to the BTG brand.

51 Paid Search - General

Brand Keyword Segments Sample Keywords

ü Brand Focus ü Product-Based ü Location-Specific

Creative Messaging

• Used to entice potential customers to click through to your website to complete a conversion action. • How will potential customers be engaged to click on Bulbtronics creative text ads? • Include a registered trademark next to brand name in copy text. • Use 'Official Site' designation in the ad copy if you are a manufacturer of products. • Add location extensions to make it easier for potential customers to find your brick and mortar stores. • Add site link extensions to increase your ads real estate on the page. • Use callouts and structured snippets to display additional information about your products and services. • Include merchant review extensions which feature reviews from reputable third parties.

52