| |
| |
|
Marketing Information |
|
|
|
Secret Marketing Plan
Many people have asked me what was the secret to our market domination? Hello, my name is Lance Winslow and I am the founder of The Car Wash Guys. Before now I have not disclosed my secrets of grass roots market; a strategic plan we used city after city to market our franchised outlets in 23 states. I named the plan Bonzai and Blitz Marketing. Yes, Bonzai is spelled incorrectly. Bonsai is the correct spelling for the plant and to this day I do not know the actual spelling for the Japanese Battle Call, but I do know how to say it and what it means to our team. I have never been a champion speller and I liked the pizzazz in the Bonzai spelling with the "Z" much better. Below is a strategic outline we used in setting up our target markets and then grid'ing the area out and then attacking that market to win customers to what we believe is the best service in the world. I would advise anyone who is serious about winning market share and dominating their market area to review this outline. First; print out this article and modify the outline to fit your business, our business is a mobile car wash and different than yours. Then once you have the outline most resembling your exact business model then put a paragraph or two to each item. Calculate how you will achieve each of the lettered and numbered items, quickly and efficiently as you position your team to win. Then take this a rough draft of your new grass roots marketing plan. Next; type it up double spaced and tightening it up then put it in a safe where no one can find it. War planners throughout history and political planners do this to win. If you really want to win in your business whether you are in small business or run a multi-state operations with hundreds of outlets you will still need to get down and dirty and take the fight to the enemy with a team worthy of strength of character and resolve. BONZAI AND BLITZ MARKETING I.PRE-SCOUT INFORMATION GATHERING A. Computer Data And Mapping 1. ESRI (Geographic Information System) a. ARC/INFO And PC ARC/INFO b. ARC DATA c. ARC VIEW d. ARC CAD e. ARC CITY f. ARC USA g. Business Map 2. Mapping Programs a. Delorma (Phone Search USA) b. Rand McNally c. AAA Street Finder d. Select-A-Map B. Business Lists (PRO CD And Power Finder) 1. Industries a. Aircraft b. Trucking c. Bus d. Railroad e. Corporate f.Governments g. Automotive h. Construction 2. Programs Used (CD ROMs) a. Select-A-Phone b. 16 Million Business Listings c. Phone Disk Business d. Power Finder e. Yellow Page Listings (CD ROM) C. Fax Listings 1. Trading 2. Buying 3. Programs a. Fax Book b. PRO CD FAX D. E-Mail Addresses 1. E-Mail Yellow Pages 2. E-Mail Search By City E. Data Information Services Which Support Windows 95 & NT 1. Maps Etc., Inc. 2. Blackburn Services Company 3. Data Map, Inc. 4. ETAK Map, Inc. 5. National Research Bureau F. Data Information Downloading 1. City Home Pages On The Internet 2. Chamber Of Commerce a. Home Page b. BBS Bulletin Board 3. Thompson Site Selection Research, Inc. 4. Urban Decision Systems 5. Equifax National Decision Systems G. Data Information Services Which Support ESRI-GIS 1. Wessex Inc. 2. ETAK Map, Inc. 3. Business Location Research 4. Information Research, Inc. (Infoscan) 5. Maps Etc., Inc. 6. SMI-Auto Facts H. Feasibility Studies 1. Blackburn Business Services 2. SMI-Auto Facts 3. SMI-Afflence/Net Worth 4. Claritas "Clout" 5. Market Statistics, Inc. I. Data Charting 1. Census Data (Tiger Files) 2. Census Tracts 3. Zip Plus Four Coding Areas 4. Traffic Studies 5. DMV Reports/Demographics II.DRIVE THROUGH CITY, THREE TO FOUR HOURS III. PRE-SCOUT PROSPECTIVE FRANCHISEE MEETING IV. BONZAI MARKETING A. Send Scout 1. Survey Area a. Identify Retail Centers aa. Travel Agencies ab. Hair Salons ac. Small Retail Shops ad. Insurance Offices b. Office Complexes aa. Multi-Tenant Buildings ab. Single Company Stand Alones c. Industrial Areas aa. Manufacturing ab. Small Truck Fleets ac. Distribution Companies ad. Railroad Tracks ae. Warehouses af. Material Yards d. Chamber Of Commerce Visit aa. Directory ab. Community Lists (Rotary, Kiwanis, Elk, Lions, etc.) ac. Board Members, Directors, etc. ad. Maps (10) ae. Offer Assistance e. Airport? f.Military Base? g. Large Government Buildings 2. Visit City Hall a. Planning Dept. b. Business License Dept. c. Administration Dept. aa. Gather Demographic Information ab. City Resources ac. City Clerk About Politics Of Town d. Purchasing Dept. aa. Who Cleans Graffiti ab. How They Wash Vehicles ac. Sidewalk Cleaning 3. Large Companies/Government Agencies With Fleets a. Trash Company b. Federal Express Office c. U.S.P.S. d. U.P.S. Terminal e. Cement trucks f.Train Depot g. Trucking Companies h. Highway Patrol Office i. Railway Depot j. Cal Trans k. Utility Companies l.Bus Company Terminal m. Park Districts n. Cab Companies o. Rent-A-Car Companies p. Police Dept. 4. Locate A Domino's Pizza Store 5. Locate Kinko's Copy Center 6. Possible Co-Op Advertisers a. Tanning Salons b. Karate Studios c. Health Clubs d. Dinner Restaurants e. Printing Shops 7. Find Cheapest Hotel Room 8. Get An Industry Guide For Area 9. Phone Book (Acquire) 10. Categorize Residential Areas a. Apartment Complexes b. Condos c. Single Family Complexes d. Gated Communities e. Upper Middle Class Areas 11. Nearest College Or University a. Labor Pool b. Future Franchisees c. Flyer Distributors B. Scout Compiles Information 1. Make Story Board With Map Of Area a. Outline Commercial And Residential Areas b. Define Target Areas/Hot Spots c. Label Highest Profit Areas To Be Hit 2. Make Data Base Of: a. VIP's, Mayor, Chamber Members, Directors, Community Members, Club Presidents, etc. b. All Businesses, Industry Guide, Yellow Pages, etc. c. Chamber Businesses d. Potential Accounts: Trucking Companies, Government, Rent-A-Car e. Fax Data Base Shell 3. Data Labor Pool Base C. Associates Arrive With New Franchisee V. BLITZ TIME A. Round Up Resources 1. Students (4) Walk Business Districts a. Gather Business Cards With Fax Numbers b. (4) Car Wash Truck Wash In #1 Highest Profit Area c. Team Meeting 2. Second Day - Acceleration a. Students Hit Coffee And Donut Shops b. Moms Dropping Kids At School At 8am c. Office Complexes, More Fax Numbers d. Four Major Restaurants For Business Lunches e. Lance Goes On A Mission aa. City Business License ab. Meeting With Chamber Of Commerce * BBS Board System * Crime Watch * Fax Data Base * Join Chamber * Grand Opening Data * Car Wash Coupons * Volunteer ac. Phone Calls * President Of All Clubs * Politicians * Competitors * Tentative Sales Calls To Government Agencies ad. Board Of Realtors * Coupons * Join - Add On Computer 3. Day Three - Saga Continues a. Students Hit Phone Booths b. Bulletin Boards c. Realty Offices (Boxes) d. Grocery Stores e. Restaurants f.Park And Rides 4. Day Four - Big Parade a. Students In Cars With Signs b. Cash Wash Trucks c. Driving Through Shopping Centers d. Driving Through Business Complexes e. Driving Through Colleges f.Grocery Stores Everybody g. Students Leave 6pm 5. Fax List Complete 6. Lance And Franchisee Sit Down And Bid Fleet Accounts By Fax And By Mail 7. Day Five - Start Corporate Employee Program Expert and Franchisee 8. Lance And Computer Person Set Up System 9. Media Blitz - Corporate Washing, Fundraisers, Follow-Up Press Releases 10. Inserts In Newspaper. - We're Done B. Throw A Party C. Scout Any Competitors And Route Days (Make Data Base Of This) "Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs
MORE RESOURCES:
marketing - Google News |
|
|
|
RELATED ARTICLES
Lessons Learned at the Harvard Business School "If God wanted to create a perfect punishment for a high achiever, then He would have that person manage a professional service firm," says Professor John Gabarro of the Harvard Business School.Gabarro is on the faculty of the Leading Professional Service Firms program, an intensive, one-week executive education program taught twice a year at the Harvard Business School. Always Sell To New Eyes And New Ears One of the hardest things for you to do as an advertiser to do is to step into your prospect's shoes and really understand what makes him buy, and to find out how the prospect reacts to your marketing and advertising efforts. It's easy to get caught up in thinking that just because you spent $14,000 -- or $140,000 -- on your latest batch of ads that every person on Earth saw the ads and paid really close attention to them. Marketing Flat? Is It Your Plan or Your Vision? 60+ hour workweeks, cash flows that constantly keep you up at night, stress and more stress again. Payroll due in two days (where the heck is that going to come from?) Does this sound like your business? Is your business a job with the most fickle, disloyal boss of all. Three Simple Keys Will Make Your Customers Stick Do you spend a lot of time and energy courting prospective new customers, hoping to pump up your bottom line? If so, you're probably missing an untapped source of sales that exists right inside your company -- there's truth in the statement that your customer list is your most valuable asset.There's a gold mine of opportunities to make easier sales and create a loyal following of customers that will return time and again by using your existing customer base to grow your sales. Learn How to Market Your eBusiness in Real Time: Dissect, Study, Emulate Everything you will ever need to know about internet marketing is plainly available to you everywhere you go on the internet. All you need to do is dissect, study, and emulate these methods and you invariably will become just as successful as the people who created them. Networking Events - Lose the Fear and Gain the Benefits "Kevin, are you saying I need to go to Networking events? I hope not because I hate them."No, of course you don't have to go to them. Developing the Unique Selling Proposition The "Unique Selling Proposition" advertising campaign was developed by Reeves in 1961. Reeves proposed that marketers offer products different from their competitor' offerings by developing products that have a special formula, design, or feature. In Sickness And In Health I recently drove by a business that had a sign out front that read "Closed due to illness". This meant that the cash flow would stop until the owner was able to return to work. Listen To What The Marketing Experts Say But more importantly, watch what they do. If you do much online shopping, you're sure to have seen some great, and not so great, sales letters urging you to get that oh-so-fabulous product that will solve all your problems right now. Keeping Marketing Simple / Ten Simple Steps 1. Business CardsIt is very important to market yourself via business cards. Making a Hit with Your Marketing Campaign Considered a vital link in a show's promotional plan, direct marketing is vital only if it's done right. It's certainly not as simple as typing a letter, adding an address and stamp, and popping it in the mail. The Six-Step Process That Grows Your Business 1. Examine your clientele and define your ideal client. 5 Tips to Help You Identify WHO To Market To If you have your own small business, it's important to decide exactly who you will be marketing your products or services to. After all, you probably don't have the time or the money to market to everyone. 2 Great, Free Techniques to Get Customers to Come to You, Not the Other Way Around Here is a powerful tip on how to substantially increase the traffic to your business weather it's online or bricks & mortar. The best news is that it's totally free! You will get more targeted traffic to your website and more customers through your front door. The Newest Marketing Course Certainly the newest earth quaking event in Internet Marketing insider circles is the release of John Reese's New, Traffic Secrets marketing course. I say certainly because I suppose to know what for you as Small marketer is more important. Qualify Prospects Using Direct Mail Marketing When a prospect responds to your lead generation sales letter, how do you know if the prospect is a qualified lead or not? By qualifying them before they respond.At my direct mail lead generation firm, our definition of a qualified lead is someone who meets four criteria:Authority: They have the authority to buy Readiness: They are ready to buy now Budget: They have the budget to buy Need: They need your product or serviceAnyone who meets some of these criteria but not all is simply a lead that needs to be cultivated. Competitive Research and Google It all started out with an email message: "I am starting a new one of a kind company .. Keeping Your Mailing List Clean and Efficient Your mailing list retains its value best if it is kept clean and efficient. This report will first talk about why you should maintain your list in this manner. Why Target the Matures The "Matures" are the generations that came along between 1909 and 1945. Born to and tempered by economic uncertainty, older Matures were nurtured by the New Deal and served in the mightiest armed force fielded by any nation. Marketing Operations Elevates Public Relations and Communications Professionals Is your marketing department taking advantage of MOM and MRM? Do you have BAM and DAM systems in place? Do you know how to measure NPV? Do you even know what I'm talking about?If so, you may not be a "Quant" (a marketing scientist or specialist in marketing analytics) but you're certainly ready to seize a leadership role and spur your company into the new world of Marketing Operations.Marketing Operations (AKA MOM or Marketing Operations Management) seeks to improve performance and measure ROI through sustainable processes, best practices and clearly-defined metrics.
|
| Article List | Index | Site Map |
|
All logos, trademarks and articles on this site are property and copyright of their respective owner(s).
The comments are property of their posters, all the rest is Copyright © 2006 CanadaSEEK.com - All Rights Reserved. |
