Upstream Marketing November 2011

PROMOTION
Since Eco-Flex depends on its resellers and distributors to promote and sell its products, an intense reseller
education program must be implemented. This will be focussed initially on larger volume resellers who have
established partnerships and large strategic customer relationships.
This will mean the Eco-Flex sales force will immediately start setting up meetings with these contractors and
partners, to provide promotional materials, samples and interactive training as to how best market the product to
potential buyers. Furthermore, Eco-Flex will have to educate the contractors regarding installation procedures. Eco-
Flex’s sales team can also approach actual business buying organizations for bulk purchase opportunities (e.g. long
term government contracts or franchise sporting complexes). Eco-Flex must aggressively promote Gekko at trade
shows, expos, trade magazines and on their website.
These promotional campaigns must be prepared and launched at the same time Gekko first rolls off the production
line.
PLACE
Eco-Flex has representation and resellers across Canada and North America, which are used to bring the current
range of products to market. For Gekko, Eco-Flex will utilise these same channels. If demand grows sufficiently,
Eco-Flex can expand Gekko’s geographic visibility by approaching the over 10,000 flooring stores and contractors
(Co, 2009) to broaden their distribution channels further into both regions, and even look at global exports through
overseas partnerships.
CONCLUSION
Eco-Flex has an excellent opportunity to enter the marketplace with an innovative flooring concept that can
compete well against existing markets as a unique, eco-friendly product.
As demonstrated in this document, volume and rapid presentation must be attained to ensure Gekko captures the
market share and ongoing profits as defined in our overall goal.
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