Equipment Manufacturer Marketing Plan

by Joe Dager

Equipment Manufacturer

About the author
Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as target marketing and organized referral marketing. As a certified coach of the Duct Tape Marketing Consulting organization, Business901 provides practical, information-rich, immediately-applicable direction that profoundly impacts the success of small- and mid-sized businesses and organizations.

Business901 has designed their services and product offerings so that they are implementable systems that work in the real, not enough time, not enough people world we operate in. We provide tools that simplify the marketing process, not complicate it. A system provides a clear line of sight and enables others to reproduce these efforts. A system, simply stated, makes for success. It does not complicate your life, it will make it easier. Our processes are tailored to what you need NOW. The system is developed and implemented around your needs, not the other way around.

Marketing Vision

The Road Construction industry is poised to take advantage of the Economic Stimulus package but it will be determined by the bids that the road contractors win. Private-sector spending has come to a halt. Our marketing efforts must be spent on providing existing customers with the reassurance they need so that we are his first call when searching for equipment. We also must ensure that we can provide an adequate parts supply for our present customers. These are operational issues, more so than marketing ones, but it is an important part of our sales and marketing effort to be the easy choice for their needs and to provide local support during the prime paving system.

Our marketing plan takes a conservative approach in trying out some new communications methods. We have found that many of the customers we are reaching at the present time are seeking more direct contact. Since the audience is relatively well-known and in a geographic area, we are testing how best to use the new technologies before advancing.

1.1 Gap Dashboard

Our projected goals are listed below in the Gap Dashboard table.