United Scrap Marketing Plan

Transcript

1. United Scrap Strategic Marketing Plan Preliminary Framework January 21, 2013
2. • Introduction – Purpose • Discovery Review – Internal – Customer • Strategic Framework • Tactical Directions • Next Steps Meeting Agenda
3. 1. Strategic Framework STAGE 2 Midwest Higher Level East Coast Higher Level Midwest Current Level United Scrap Ground Zero East Coast Ground Zero STAGE 1 STAGE 3
4. • Strengthen the current brand positioning • Create a framework for sales support to reach new customer segments and markets • Develop a marketing message that establishes United as the first choice in customers’ minds • Strengthen existing customer retention • Provide a successful new market expansion • Formalize a “prime to sub” strategy • Identify the resources for ongoing marketing activities • Take the company to the next level 2. Plan Deliverables
5. 3. Methodology Discovery • Internal Audit • Customer Research Plan Development • Preliminary Framework • Brand Council Implementation • Actions • Timetables • Resources
6. • United Scrap brand story – Well understood internally – Culture embodies it – Integrity and trust – Leadership embodies it • Sales force effectiveness – Young, energetic, eager – Training – Tracking – Customer retention plans – Incentive program 4. Discovery – Internal Audit
7. • Market analysis – Website updates – Social media – On-going initiatives • Leveraged opportunities – Maximize “prime to sub” strategies – Larry Schneider contacts • Philadelphia expansion – Midwest relations – Resource allocation 4. Discovery – Internal Audit
8. • Provide a foundation for marketing plan • Obtain customer insights and behaviors • Determine customer satisfaction factors • Understand customer perceptions of United • Explore new routes to market 5. Discovery – Customer Research Discussion Topics
9. • One on one interviews with selected customers • 30 - 45 minute discussion • Informal, person tone • Six customers selected – Alex Matov – Exelon – Jason Myre – Quad Graphics – Bill Kramer – Thysson Krupp – Jack Iverson – General Automotive – Dawn Beuter – American Services – Brian Panek – Panek Precision 5. Discovery – Customer Research Approach
10. • Metal scrap recycling industry continues to have a “less than stellar” image – “Shysters” – “Lots of shady people” • Competition is fierce and unethical – “Seems I can always get a better price” – “Constant calling” • Some companies have been “burned” in the past 5. Discovery – Customer Research Industry Reputation
11. • Having a reputation of honesty and fairness is viewed as a key factor • Larger corporate companies put an emphasis on reputation • Customers do listen to the story behind with whom they chose to do business 5. Discovery – Customer Research Key Insights
12. 5. Discovery – Customer Research Buying Decision Factors Key Attribute Performance Factors Message Delivery 1. Fairness of price Initial bid Market value Accurate weights Cost proposals Billing Tracking 2. Trust / confidence Knowledge of business Quality of people Reputation Timely / accurate payment People Presentations Publicity Follow through References 3. Quality of Service Pick up Drivers Responsiveness Flexibility Experience “United story” Follow through 4. Sales Support Regular contact Industry information Continuous improvement Sales calls w/ purpose “Industry update” Business reviews
13. • Reputation of Integrity – “I trust them” – “Very involved in community” – “United story” • Service and responsiveness – “When they say something, they do it” – “Willing to work off hours” – “Easy to work with” – “Saved my butt” • Fairness of pricing – “Ability to pay electronically” – “United spread sheets” – “On time payment” • Quality of people – “Young and professional” – “Involved” 5. Discovery – Customer Research United’s Strengths
14. • Location – “Would get more of my business if closer” – “We have to split our business” • Sales reps more industry focused – “Spend more time talking about business” 5. Discovery – Customer Research United’s Weaknesses
15. Trust Integrity People Service • “They market their image well” • “It’s the total package” • “They act bigger than they are” • “Solid family company” 5. Discovery – Customer Research Brand Differentiation The Untold Story Culture
16. • Existing customers felt United had a very positive impact on their business ROI • Primary reasons cited were: – Service – Responsiveness / flexibility – People – Information – Pricing / payment • All customers would be willing to provide good referrals if contacted 5. Discovery – Customer Research Impact on Business
17. 6. Strategic Framework STAGE 2 Midwest Higher Level East Coast Higher Level Midwest Current Level United Scrap Ground Zero East Coast Ground Zero STAGE 1 STAGE 3
18. 6. Strategic Framework • Introductory letters • Articles • Speaking engagements • Associations • Signage • Local P.R. • Website update • Marketing materials • On-going touch points • Social media • Associations • Online services Stage 1 Awareness Stage 3 Brand Build Stage 2 Sales Build Three Stage Plan • Database • Referrals • Prospecting • Sales training • CRM system • Incentive program • “Prime to sub”
19. 7. Tactical Directions • Introductory letters • Articles • Speaking engagements • Associations • Signage • Local P.R. Stage 1 Awareness
20. 7. Tactical Directions Stage 2 Sales Build • Database • Referrals • Prospecting • Sales training • CRM system • Incentive program • “Prime to sub”
21. • Website update • Marketing materials • On-going touch points • Social media • Associations • Online services Stage 3 Brand Build 7. Tactical Directions
22. • Agreement on tactical plan • Finalize marketing timeline • Prepare budgets • Implementation 7. Next Steps