Our Marketing Strategy 11-14-16
SLIDE 1
Thank you for inviting me.
Overview of our marketing strategy for Engine Parts Group
Quick Marketing 101...set some context.
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The 4-P’s
Price
Product
Place
Promotion
I work with the marketing committee on the Promotion piece
Don, Tiffany, Ron, Steve & Luke
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The PROMOTION “PIE”
-60% brand building
-30% sales support
-10% distribution promotion
BRAND BUILDING
“Branding is crucial aspect of company because it is the visual voice of the company. Goal of brand building is creating a unique image about the company among people who can buy the products.
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1. Define your brand
-ENGINE PRO: Value-oriented stock and performance engine parts available exclusively to the engine professional
-ENGINE PRO: A warehouse distributor that exclusively sells branded engine parts to engine builders and machine shops in a particular area, including the ENGINE PRO brand private label products
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2. Differentiate and position your brand
ENGINE PRO brand represents reasonably priced, high quality engine parts that meet and often exceed the features of competing products. Sold only to engine professionals, ENGINE PRO is their exclusive brand. ENGINE PRO products are priced so engine professionals can make better profits on parts.
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3. Build and expose your brand
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Advertising: Engine Builder Magazine: Shop Solutions in print and digital
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Advertising: PRI Magazine: Example of advertising theme, cutting back for 2017
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Advertising: PowerAutoMedia: Digital only, Engine Labs, Dragzine
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Publicity: new product, videos
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Web Site New for 2016, 3000-3500 unique visitors monthly
Mobile
Camshafts, headbolt/gaskets/timing sets catalogs top downloads
Distributors 150 mo
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Social media 20,000 likes on FB
YouTube host to videos: EPG, suppliers
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Trade Shows
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Personalize the brand
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MSR Keeps growing. We pay 20K vendors pay 30K
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SALES SUPPORT
Sell sheets and Tech sheets (24) All available online
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Catalogs (5) available online)
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Posters etc. Ruler
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New for 2017...
SEO/SEM
Most posters
Sales/CS Newsletter
New Trade Show booth
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WHat you can do to help...
Implement new web site platform
Keep your sales/CS people informed
Post on FB
Keep Engine Pro visible physically inside and out
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Thanks & Questions