10/19/2015SSM for small business Ag Choice Sep 2015 Present version 1 Street Smart Marketing for small forest products businesses Lloyd C. Irland The Irland

04/20/23 SSM for small business Ag Choice Sep 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!

Documents

10/19/2015SSM for small business Ag Choice Sep 2015 Present version 1 Street Smart Marketing for small forest products businesses Lloyd C. Irland The Irland