Archive for May, 2009
Equipment Manufacturer – Need a Marketing Plan?
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Equipment Manufacturer Marketing Plan
Mplans.com: Excerpt from Marketing Plan Pro Sample Plan
Marketing Vision: The Road Construction industry is poised to take advantage of the Economic Stimulus package but it will be determined by the bids that the road contractors win. Private-sector spending has come to a halt. Our marketing efforts must be spent on providing existing customers with the reassurance they need so that we are his first call when searching for equipment. We also must ensure that we can provide an adequate parts supply for our present customers. These are operational issues, more so than marketing ones, but it is an important part of our sales and marketing effort to be the easy choice for their needs and to provide local support during the prime paving system.
Our marketing plan takes a conservative approach in trying out some new communications methods. We have found that many of the customers we are reaching at the present time are seeking more direct contact. Since the audience is relatively well-known and in a geographic area, we are testing how best to use the new technologies before advancing.
Click on the Mplan link above to see the entire marketing plan.
Other Related Business901 Blogs and Pages:
Marketing Plan Pro Coach Offer
Marketing Plan Pro – What is in the Box
Hiring a Consultant – Can I see your Marketing Plan?
8 steps to get Leaner in a tough economy!
Posted by: | CommentsMost savings/expense is created in the design of the product/process. How many times have you told an engineer we are not designing a space shuttle?
How many times do you come under budget? Anyone can do anything if he has all the money in the world. Do you wonder why our government is in the position it is? Cost effective and simple are not dirty words. They should be the words we reward.
Improve by finding win/win solutions. It is a 2-way street. There aren’t many sellers markets left, take advantage of them. Also, consider your vendor’s perspective because that is the way you may get their attention and their trust. In other words, it is about the only route to being successful..
One of the great sources of waste is your own operations, Get efficient NOW. I cannot remember how many times I have seen companies in trouble that spend half their time returning and trying to use parts that were not correct. Get real, give your people the right parts at the right time with the right information. Guess what it WORKS!
In today’s, world it is amazing how much a supplier will do for you. Don’t look only at price concessions but look for engineering assistance, stocking programs, consignment, freight concessions and even PR .
Resist making major changes till the bleeding stops. The next person is always going to offer better solutions and service but that is seldom the case. Unless you find gross negligence, work with current suppliers for concessions and help.
Commit to an accurate schedule and be relentless about quality and speed in the administrative side.
Ditch the losers. If you are not making money on any product raise the price immediately.
Take a look at your special orders. Nothing elevates a supplier more than exceptional emergency service. You must do this to save customers. But they should pay extra, they may not even see see it as special until it is priced appropriately.
Getting leaner will pay off in huge dividends, the biggest one may be survival.
All Core Messages are not Created Equal.
Posted by: | CommentsI wrote a post recently that All Sales Channels are not Created Equal and talked about the resources that you would have to commit to each one. But today I had an appointment with a new client and was discussing their Core Message and went through an exercise that I thought might prove useful. More importantly, I discovered that you can have more than one sometime and that All Core Messages are not Created Equal.
List your core messages, you can have more than one but keep it short and sweet.
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Which one differentiates you the most?
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Which one screams the loudest?
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Who and what influences whom?
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Which would could prove the most effective?
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Which one has the highest risk attached to it?
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Which one has the Lowest Risk?
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Which one is the easiest to support?
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Which is the easiest to implement?
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In the short term?
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In the Long Term?
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Which one is the most affordable?
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Which of them is most recognizable to your customers?
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what are the best vehicles to reach your audience or constituents?
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Can you combine and optimize?
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If you decide on more than one, what is the best timing to introduce each?
So what is your core message?
