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We cannot build the service and support revenue into the price of products. The market can’t bear the
higher prices and the buyer feels ill-used when they see the same product priced lower at the chains.
Despite the logic behind this, the market doesn’t support this concept.
Therefore, we must make sure that we deliver and charge for service and support. Training, service,
installation, networking support—all of this must be readily available and priced to sell and deliver
5.4.3 Promotion Strategy
We depend on newspaper advertising as our main way to reach new buyers. As we change strategies,
however, we need to change the way we promote ourselves:
We’ll be developing our core positioning message: “24 Hour On-Site Service - 365 Days a Year
With No Extra Charges” to differentiate our service from the competition. We will be using
local newspaper advertising, radio, and cable TV to launch the initial campaign. 2. Sales Brochure
Our collaterals have to sell the store, and visiting the store, not the speciﬁc book or discount
pricing. 3. Direct Mail
We must radically improve our direct mail efforts, reaching our established customers with
training, support services, upgrades, and seminars.
Page 12 SAMPLE PLAN: AMT, INC. 4. SP2.15 Local Media
It’s time to work more closely with the local media. We could offer the local radio a regular
talk show on technology for small business, as one example.
5.4.4 Distribution Strategy Our most important marketing program is [speciﬁcs omitted]. [Name] will be responsible, with
budget of $XX,XXX and milestone date of [date]. This program is intended to [objectives omitted].
Achievement should be measured by [speciﬁc concrete measurement].
Another key marketing program is [speciﬁcs omitted]. [Name] will be responsible, with budget of
$XX,XXX and milestone date of [date]. This program is intended to [objectives omitted]. Achievement
should be measured by [speciﬁc concrete measurement].
5.5 Sales Strategy...
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- Winter '09