Question

Topic: Strategy

Marketing For The Heavy Duty Trucking Business

Posted by Anonymous on 11/19/2007 at 10:45 AM ET 125 Points
I'm in search of any ideas that can be used to assist a mid size company that specializes in selling , providing service and parts for heavy duty trucks such as Mack, Volvo, Kenworth etc.

There are 4 different brands under one company umbrella.

The strategy should include info on:
Making an impact in a new area

Bringing new customers in the door and retaining the
current ones

Developing a rewards program.

Part of my strategy is to first make the company a household name, restructure their customer service and analyze their product offerings in comparison to targets.

I'm new to this industry ..Any help would be great
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RESPONSES

  • Posted by Frank Hurtte on 11/19/2007 at 10:40 AM Member
    what is your question...
  • Posted by ilan on 11/19/2007 at 10:40 AM Member
    good for you!
  • Posted on 11/19/2007 at 10:48 AM Author
    I'm looking for marketing tips on how to increase sells by getting prospects in the door
  • Posted on 11/19/2007 at 11:06 AM Accepted
    I'd develop a "pain" strategy by determining why your company offers something better/different than your competitors.

    Once you pull the benefits out of your offerings, then you can begin to develop more of a total plan.


    Benefits, target market (how to reach your target market), what is the target market interest, where do they go now, etc.

    There's more...but that is the basis from which I would begin

    Impacting a new market - I would go with some real action graphics...can think of many things to do here...need to first determine what you want to say.
  • Posted on 11/19/2007 at 11:31 AM Author
    Thanks for your response. I guess the key message is exactly what you stated in yor opening line: "why you get more bang for your buck with us" or When it comes to parts, trucks or service...we've got you covered !

  • Posted on 11/19/2007 at 12:03 PM Accepted
    It sounds like you may need to conduct some research among your base to determine the most important benefits they derive by purchasing from you, and how you and your competitors measure up on those attributes. If you have information on former customers, you can gather the same types of data. You should also look at those who fulfill your target in general so you can get a sense of why they haven't chosen you so far. By understanding the key needs of your target market, you can formulate a strategy that articulates these benefits throughout the various tactics you might employ.

    Good luck!

    Joy
  • Posted on 11/19/2007 at 1:16 PM Accepted
    I understand what you understand...that you offer more and are more affordable....but you have to whittle this down to tangible benefits to the customer....show them how...not just tell them how

    For example,
    Save 10-15% on your next service bill
    Fleet discounts
    We charge less for 89% of our parts than our competitors do
    We charge less per service hour
    etc, etc, etc
    SHow the customer the benefit
  • Posted by Jay Hamilton-Roth on 11/20/2007 at 7:25 AM Accepted
    You're not pitching impulse purchases. You're trying to create a long-term relationship with your prospects.

    Start with a SWOT analysis - find out who your competitors are, and what they offer, and what they don't.

    Continue with an interview of some of your prospects - what would it take for them to switch to your company?

    Create a website full of information - not just about your products/services, but also a free board for customers to advertise their services, share tips, post pictures of their rigs, etc.
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