Ag Choice 2015 Present Version
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Transcript of Ag Choice 2015 Present Version
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Street Smart Marketingfor small forest products businesses
Lloyd C. IrlandThe Irland Group and University of Maine
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MARKETING IS....
THE TASKS OF MANAGING THE BUSINESS'S
SALES, PRODUCT LINES, PRICING, AND DISTRIBUTION FOR PROFITABILITY AND
GROWTH.
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“STREET SMART” MARKETING IS: GETTING RESULTS BY APPLYING
THESE IDEAS AT THE NUTS-AND-BOLTS
LEVEL IN YOUR PLANT AND WITH
CUSTOMERS
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SSM IS: PRACTICAL, ACTION-ORIENTED LEARNING BY DOING GETTING YOUR IDEAS FROM
CUSTOMERS PLANNED TRIAL AND ERROR ALWAYS TRYING SOMETHING
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Triad Market Model YOUR BUSINESS IS DEFINED BY A
TRIAD OF: 1. CUSTOMER OR MARKET SEGMENT 2. DISTRIBUTION APPROACH 3. PRODUCT ...NOTE THE ORDER OF
APPEARANCE!
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Retailing Issues LACKING A PATRON, WE MUST SELL
OUR PRODUCT MUST IDENTIFY WHO WANTS IT --
SEGMENTATION HOW TO GET IT TO THEM --
DISTRIBUTION GET PAID -- MAKE SALE & COLLECT MANAGE THE PROCESS RESENTMENT ISSUE – get over it
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Segmentation POSSIBLE BASIS: KIND OF CUSTOMER KIND OF PRODUCT PRICE POINTS OR LEVEL OF
QUALITY MODE OF DISTRIBUTION FINAL PRODUCT OR COMPONENT
USES: POSITIONING
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SSM ways to create Advantage BETTER SERVICE CLEAR IDENTITY FOR PRODUCT WAYS TO DEVELOP "WORD OF MOUTH" CROSSOVER SALES OR COLLECTING CREATE VALUE FOR YOUR RETAILER:
PACKAGING & POINT OF PURCHASE AIDS CROSSOVER SALES OPPORTUNITIES
ASK THEM WHAT THEY WANT (!)
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POSITIONING YOUR PRODUCT
WHO IS MY COMPETITION? AM I SELLING A PREMIUM ITEM
AGAINST A COMMODITY? OR A VALUE ITEM AGAINST AN OVERPRICED SPECIALTY?
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WHAT IS THE CUSTOMER BENEFIT? KIT: PLEASURE OF ASSEMBLY? USEFUL/BEAUTIFUL? CUSTOMIZATION? DURABILITY? UNIQUENESS? SNOB APPEAL? ENVIRONMENTAL?
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SSM Tip: THINK OF THINGS TO STOP DOING PRODUCT WITH: HIGH SETUP TIME SPORADIC DEMAND MATERIALS PROBLEMS LOW INVENTORY TURNS CUSTOMER WITH SLOW PAYMENTS OR
OTHER PROBLEMS THE GENERAL MOTORS PROBLEM:
THEY ARE UNABLE TO STOP DOING THINGS
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YOU HAVE A MARKETING PROGRAM – WHATEVER YOU'RE DOING NOW! --IS IT WORKING? DO YOU DISLIKE MARKETING? WAYS TO HIRE IT OUT? YOUR MOST SUCCESSFUL PEERS
ARE PROBABLY THE BEST MARKETERS
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The Marketing Plan A TASK LIST OF BUSINESS DEVELOPMENT
ACTIONS FOR: GUIDANCE FOR GROWTH PROSPECTING LOCATION DECISIONS PRODUCT DECISIONS BANKING NEEDS ALLOCATING YOUR TIME MOST EFFICIENTLY CONSIDERING USES OF ADS AND OTHER
ACTIVITIES BUDGETING
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Self Assessment COMPETITIVE ADVANTAGE? HOW IS IT CHANGING? CUSTOMER SUPPORT? RATIONALIZED PRODUCT LINE? STAGES IN PRODUCT LIFE CYCLE? PACKAGING? GET HONEST FEEDBACK FROM YOUR
DISTRIBUTORS AND END USERS
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SSM Tip: KEEP AN IDEA FILE
NOTES ON CHATS WITH CUSTOMERS SKIM YOUR DISTRIBUTORS TRADE
MAGAZINES CRAFT AND TRADE PUBLICATIONS BIG CITY/STATEWIDE NEWSPAPERS TV, STORES, TRAVEL, ANYPLACE ELSE ...SKIM THE FILE OCCASIONALLY
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Self Assessment - Pricing COSTS UNDERSTOOD? FORMAL OBJECTIVES? POSITIONING? RELATION TO SEGMENTS? PRICE/VOLUME RELATIONSHIPS? PRICE BY VALUE OR COST?
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Customer Contacts – hit the road BE SURE YOUR VIEW ISN'T "NARROW" LOOK AT BROADER SCOPE, BIGGER
PICTURE "EXCELLENT" FIRMS GET BEST IDEAS
FROM CUSTOMERS -- END USERS FACE-TO-FACE ...DIMINISHING IN AGE
OF FAX CALL A RECENT BIG CUSTOMER -- ANY
PROBLEMS? SATISFIED? ANY LEADS?
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Target market Segment (s) EVALUATE YOUR MARKETS ECONOMIC STATUS HOW THEY FIT YOUR "STYLE" ACCESSIBILITY INTRINSIC BENEFIT
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WEBSITE IF YOU CAN’T DO IT WELL, DON’T.
Clear clean look Up to date Good links Tie to events/print marketing
NOT AN END IN ITSELF] PART OF A MIX
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SSM Tip: Keep it Simple Keep the plan short If you can’t remember what’s in it, it’s
too long! If you get it done, start a new list!
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PRIORITIES BIGGEST PROBLEM BIGGEST OPPORTUNITY ONE NEW INITIATIVE EVERY
QUARTER? PRODUCT LINE VS JOB SHOP
WE DON’T MAKE THAT (WHY?)
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IN CLOSING Brainstorm all this Do a marketing plan – one page Irland’s first law of Management:
Get started!