Question

Topic: Advertising/PR

Marketing Plan For A Vehicle Tracking Company.

Posted by Anonymous on 2/16/2009 at 7:27 AM ET 125 Points
I would like help with making a marketing plan for a Vehicle Tracking company. The company offers a tracking device for personal and commercial vehicles. At this point in time they would like to target the car dealership only.

Their main selling points are:

1. The sale incentive they offer the dealer is twice of what their competitors offer.

2. Their yearly service package is also 40% less than their competitors.

3. Their product is cheaper than their competitors.

4. Their product is manufactured and marketed in Europe while the competitions product is manufactured in Chain and marketed from South Africa.

My Ideas so far are:

1. A documentary playing at dealerships showcasing their product (from installation to how it is tracked specially at the time of theft)

2. An interactive Kiosk that has product information.

3. Fliers and other print material.........

Please help!



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RESPONSES

  • Posted by michael on 2/16/2009 at 8:02 AM Accepted
    Right now dealers are focused on selling cars PERIOD. If you can help them sell cars you'll be welcomed at any price.

    So, tell me how you will promote your dealer network to the car buying public? So far you're focused on waiting for people to come in to the dealership.

    Example: We do a newsletter to our dealer (not auto) network. In that newsletter we offer tips for dealers that they can use to bring in more business for themselves...regardless of whether the dealer sells me or someone else.

    Michael
  • Posted by Jay Hamilton-Roth on 2/16/2009 at 10:29 AM Accepted
    The only difference is price, but what about quality? Dealers will be having their name associated with your product and they don't want to have complaints (which may translate into fewer sales later). How can you assure them that going with a lower price product really is a high quality product for their customers?
  • Posted on 2/17/2009 at 1:21 AM Author
    Jay, my client is standing by their product offering a guarantee to the insurance companies, if the vehicle fitted with their product is not recovered my client will foot 50% of the insurance claim. In the future they plan to offer the same guarantee to the end consumer as well.

    Sajues, the concept of Trucking is a lot different in my part of the world than it is in the States. Targeting the corporate fleets will be our next step. The reason we want to target the dealership first is that car theft is a major problem here and anyone who is in the market for a new car is also definitely in the market for a tracking device. The problem is that my client is a newer company and they are competing with well established clients.

    Sherry.

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