Sp217 year 1 sales by month 552 sales programs 1

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Unformatted text preview: arge. 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 revenue. 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: 1. Advertising 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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