Know-How Exchange : Customer Behavior

This question has been asked a few times, try having a look in the search questions link

https://www.marketingprofs.com/ea/qst_search.asp

https://www.google.co.nz/search?hl=en&client=firefox-a&rls=org.mozilla%3Aen...
(this is a google search of Knowthis that has how to write a marketing plan)

Marketing virtual library
https://www.knowthis.com./
1. Go to www.knowthis.com 2. Click "Publications, Books & Journals" 3. Under "Books & Texts" click "Free Online Textbooks" 4. Select "Marketing Hyperbook" 5. Read what you need then come back to the forum with specfic questions.

https://www.mplans.com/

Hi

The textbook and personal recommendations for structuring a marketing plan are very relevant, but FireFox makes a vital point about reading up and then coming back to the forum with more specifics.

If you are involved in biomass, the combustion of biomass or the cleaning of emissions, then there are some additional items on your marketring plan which will be the Governmental, environmental and legal issues which determine both the use of such a fuel and the social dividends in being an environmentally aware supplier to the market.

This opens up your marketing approach way, way beyond the 10 point plans you will find in the text books. In the US and the EC it is relatively easy to pinpoint those who burn fuel in the quantities you will need to put a simple cost / benefit proposition to them. There are even emissions and boiler surveys which categorise the population of the US and EC boiler stock by the MW/hrs or BTU’s they produce. Further surveys, including those from the insurance industry will indicate the age of the stock, the associated burner technology and the flu systems. Governmental Environmental Initiatives have even resulted in a demographic breakdown of the use of scrubber plant and the potential for use of a wide range of “Re-Cycled” fuel stuffs. What none of these surveys will tell you is who owns the old boilers and burners and who could benefit from a change in fuel type and emissions control technology.

That’s where your 10 point plans come in handy – but you will need to hone all that you do by bearing in mind that your target market is out there, but is going to need to be approached by a carefully focussed and multi pronged strategy. Few owners of old boiler stock, producing high levels of emissions will pay to shift to a renewable fuel with lower emissions unless there is a bottom line benefit. Can you show one?

The whole area is an excellent one where PR can be used as one of your prongs. The “Green” issues raise interest in their own right, but being popular with the populace, if not with the politicians and legislators, will provide gentle pressure for factory owners to at least consider your propositions. If there are cost savings and any implications concerning the security of the fuel supply, even better.

Local PR can lead to easier inroads with those vital introductions to the owners of plant which would benefit from your products. Once you are involved in a locality, then you can use the other tools in the marketing arsenal to induce a favourable atmosphere in the locality where your plant might be sold.

These kinds of ideas are not unique to your industry, but your company is operating in a highly specialised area where your marketing solutions will need to be tailored specifically to the keys which will make the people you eventually contact want to buy – and that want is multi-faceted.

If you just follow a standard marketing plan, you will have a useful starting point, but if you try to use it in your specific industry, you will find it as useful as trying to sell doughnuts to a slimming club.

Good luck

Steve Alker
Unimax Solutions