Snake River Boat Builders Export Program
boot Düsseldorf 2011
POINT Marketing®
POINT Marketing® is a tool that incorporates five simple steps to discover, develop and deliver successful marketing opportunities.
Profile - is about reality. A profile of your company is based on information from credible "inside the company" sources.
Overview - provides an understanding of your industry’s past, present and future. Overview identifies the categories within the industry and niches within those categories.
Image - is about what is perceived to be reality. Image is based on perceptions from credible “outside the company” sources. Marketing is about perceptions!
Niche - Profile, Overview and Image are created to discover the appropriate opportunity niche for your company. It is important to develop a brand that will differentiate and position your company to dominate that niche.
Tactics - brand development is delivered by implementing the tactics of product, package, price, place and promotion.
- Product
Successful companies constantly evaluate their products, offering new and improved varieties before their competition does.
- Package
Package is the visual statement of your company and products. It must differentiate you from the competition while reinforcing the values of your brand.
- Price
Pricing should reinforce your brand while maintaining financial integrity. A quality brand will require a higher price, an economy brand a lower price.
- Place
Place is the availability of your branded products at the appropriate time and location, be it domestic or international.
- Promotion
You can have the best brand in the world, but if it is not promoted properly nobody will know. A successful promotional program involves coordination between public relations, advertising and partnership development.
Public Relations gives credibility to your brand, by promoting it through neutral parties, primarily the media. It is important to the success of your brand that it is newsworthy.
Advertising reinforces the position of the brand established through public relations.
Partnership Development leverages your talents and assets with those of other organizations focused on achieving a common goal.
While a successful marketing program usually involves all five POINT Marketing® steps, some situations require only select steps to accomplish your marketing goals.
