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SUCCESSFUL PROGRAMS AND EXECUTION:
The “STUFF” companies must consider before manufacturing, MARKETING, SALES and placement of ANY products.
- Define applicable market(s)
- SKU and packaging & particulars.
- Policies (ie: shipping, pay terms, advertising / co-op etc).
- Create national sales plan & strategy.
- Set up and manage national sales representative network.
- Review, select and participate in industry trade show(s), includes planning & protocol.
- Identify and pursue national accounts and applicable distribution.
- Product exposure (ie: PR opportunities, print and media).
STRATEGY TOOLS: - Focused Attack Plans: Directed at focused markets with good field Intel to position the line to achieve optimum positioning along with offensive & defensive measures against “me too & copy cats types.
- Commercial & Installer: Additional sales can be achieved in wheel & tire and auto service outlets.
- Strong Public Relations campaign: Using major publications throughout the US & Canada including major news papers and of course now the internet.
- Print Advertising: Focus to the right audience with an average 15 books a months rotating from various publications.
- Grass Roots: Select national and regional car shows. Project car(s) made available for special events and supporting retailer store events.
- Electronic Media: Assist in constructing a customer co-op program that will redirect a percentage (dollars) of sales to support focused electronic positioning for the brand with retailer tagging.
- National Trade Shows: Attend and inform national & regional customers / accounts with recommended sales suggestions.
- Key: Exposure, Placement, Placement, Exposure, and Exposure in the right areas.
INTENT: - To showcase the amount of work and effort it takes to have a successful program. Just having a “good product” will only go so far. Without a battle plan, products are left to fend for themselves - resulting in failure.
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