Winning Without Competition: How to Break Out of a Commodity ...

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Seminars, Newsletters, AV, ~ Educate; inform; initiate relationships Executive Correspondence Promotion ~ Provide incremental value to product ~ Create incentive Publicity/News Releases ~ Reinforce advertising messages ~ Increase awareness Sales Brochures/Sales Aids ~ Reinforce advertising messages AV, Product Displays, Website ~ Sell the product/service concept Direct Mail ~ Reinforce advertising messages ~ Generate sales leads ~ Pre-dispose customer to sales call Journal Advertising ~ Convey strategic positioning ~ Communicate points of distinction ~ Increase awareness ~ Build image Tools Communications Objectives Chart 15: Communications Tools
• Gain executive level and sales level entry into 15 target competitive accounts by beginning of Q3 • Executive correspondence • Newsletter • Generate 100 sales leads from target competitive accounts by end Q2 • Tradeshows • Direct mail • Advertising • Web site • Redefine the company’s image in the minds of target customers • Journal advertising • Publicity • Increase wall panel sales 25% in FY 97 • Increase awareness of the company’s point of distinction within target accounts • Journal advertising • Publicity/news releases Marketing Goal Communications Objectives Potential Tools Chart 15: Communications Tools
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Winning Without Competition: How to
Page 3 and 4:
Introduction One of the greatest fa
Page 5 and 6:
then responding. The response bring
Page 7 and 8: Management and administrative proce
Page 9 and 10: What should you do about a process
Page 11 and 12: is so important. It prevents improv
Page 13 and 14: The logic for process redesign work
Page 15 and 16: desire to -- continually discoverin
Page 17 and 18: Two types of marketing activities c
Page 19 and 20: markets as a whole versus for an in
Page 21 and 22: • Conscious decisions of where an
Page 23 and 24: profitability. From these sales obj
Page 25 and 26: • Creates an umbrella that will b
Page 27 and 28: marketing plan objectives. In essen
Page 29 and 30: Collaboration Crucial to a strategi
Page 31 and 32: Rather than contracts, effective al
Page 33 and 34: critical part of this plan. (See Pa
Page 35 and 36: Sidebar A: Systems Thinking A syste
Page 37 and 38: Trying to understand the causes for
Page 39 and 40: Sidebar F: Most of us choose to ign
Page 41 and 42: • Hire, train, deploy work force
Page 43 and 44: Time Redesign Continuous Improvemen
Page 45 and 46: Continuous Process Improvement Acti
Page 47 and 48: Tactical PCI Company Strategic Acti
Page 49 and 50: New Product and New Market Developm
Page 51: S A L E S ~ Specific customer under
Page 55 and 56: • Generate sales leads from targe
Page 57: * Ideally, this should be quantifie
Page 61 and 62: Is it working? Evaluation Execution
Page 63 and 64: Plantes Company July 1997 PCI:I Red
Page 65 and 66: Plantes Company July 1997 PCI:I Mea
Page 67 and 68: Plantes Company July 1997 PCI:I Whe
Page 69 and 70: Plantes Company July 1997 PCI:I •
Page 77 and 78: - If speed is the problem, where ar
Page 79 and 80: B. For each top level cause, ask wh
Page 81 and 82: • As you proceed through the step
Page 83 and 84: Job Description Exercise (continued
Page 85 and 86: • Which items did I prioritize to
Page 87 and 88: What did I learn? FOLLOW UP LATER T
Page 89 and 90: Marketing Manager Job Description (
Page 91 and 92: Marketing Manager Job Description (
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