Question

Topic: Strategy

Marketing Strategy Required For Vehicle Tracking

Posted by Anonymous on 8/28/2011 at 7:15 AM ET 125 Points
I want to start Marketing vehicle tracking focusing on only trucks and trailers used for haulage and logistics. I'm looking at approaching the market with new marketing ideas that would be unique and different from what people use (ie: proposals, fliers, email etc.) The market in Nigeria is flodded already so the way to make an impact is to carefully lay out marketing plan. Kindly provide ideas in this area you think would be useful.
Thanks
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/28/2011 at 9:56 AM Accepted
    It doesn't sound like you're looking for a marketing plan - you're looking for a different tool to get your message across. What makes your solution better from the "flooded marketplace" offering? Why should people trust you? Who specifically are you trying to sell the tracking to - individuals or corporations? Are you trying to sell to people who already know the benefit of tracking or who haven't heard of it?

    The more you can share about your plans, the better the assistance we're likely to offer.
  • Posted by Jay Hamilton-Roth on 8/29/2011 at 9:16 AM Member
    If most of your target customers already have trackers and your trackers aren't really different from what they have, why would they want to switch to your company? Being cheaper would be one thing, but it's not a sustainable way to run a business. What service can you add to their needs or what guarantees can you make that others can't? Catchy alone won't make people switch - a unique benefit that's needed might.
  • Posted by Peter (henna gaijin) on 8/29/2011 at 11:47 AM Accepted
    I have the same questions that the others have. Why would someone want to use your product?

    When you enter a market, you can compete based on:
    - better price
    - better product
    - better service.

    Sometimes you can have 2 of these. Never all 3. Which will you compete on?

    Your potential customers mostly have tracking installed, and your product is not anything different. You are looking for a cheaper way to access them. You'll notice that cheaper marketing is not one of the options listed above. The reason for this is that these breakthroughs in getting word out are so few and far between, they are not a competitive advantage (and once you do it once, competitors will copy, and you would be back to competing on price, product, or service). so would likely not get word out to enough people. Of course, keep looking or better ways, but I would not expect to make a business around this.

    You have a possible way to differentiate yourself through better product (weight tracking), but don't want to spend the money to do that. It may be worth looking more into this to see if this is a good route for you.
  • Posted by Gary Bloomer on 8/29/2011 at 5:08 PM Accepted
    Few people are interested in new marketing ideas, what they ARE interested in is a new and significantly better solution to a specific problem.

    If theft is the problem your product needs to offer new ways to positively identify and track shipments and to then identify areas or behavior that is out of the normal sphere of day to day moving, loading, and unloading.

    Forget the marketing, focus on the solution to the problem.
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