The ability to effectively integrate a complete range of marketing tactics and strategies - or a selected combination - is essential to successful, profitable market penetration, development and growth.
The Yeatman Group’s strength lies in its ability to offer all of the services required for an effective marketing plan and the expertise to choose tactics that maximize and synergize the effort at minimum cost. The following summarizes some of the fundamental Yeatman Group capabilities which may form a part of the marketing strategy we propose for you.
We can also provide counseling and advice through the negotiations phase to avoid many of the potential marketing pitfalls which can arise after an agreement is concluded. Having a strong marketing plan in place can determine the success or failure of such a venture.
Elements of the market research process can include:
1. Client Interview
The best, most cooperative and least expensive source for market
information is the client. The information obtained from the client forms
the cornerstone of any marketing endeavor. Years of experience allow us to
concentrate on the key market aspects necessary to provide objective data
that will allow the client to reach an objective decision. This then
allows us to develop questionnaires and scenarios that are used in the
other aspects of market research and analysis.
2. Prospect Dialog
Discussions with potential customers provide invaluable information with
respect to product reception and the way it should be marketed. As an
independent organization with a staff of industry recognized individuals,
The Yeatman Group can easily obtain appointments with most organizations.
In many cases our reputation attracts the most influential individuals in
these organizations to our meetings, a factor that will result in insight
based on the core philosophy of the organizations.
3. Competitive Analysis
Knowing who the competition is, their perceived market share and what their
view of the market is, can be invaluable. Capitalizing on our individual
reputations as accurate market and industry prognosticators, we can usually
obtain even
greater and meaningful information than is available to the general public.
This information can then be coupled with industry reports and surveys to
establish who is doing what and how much.
4. Editorial Verification
The editorial staff of industry trade journals represents a fountain of
information that is invaluable to any organization. These individuals are
aware of the latest technologies and market trends. They are personally
knowledgeable about the key individuals within prospect and competitive
organizations and can provide names and introductions, where appropriate.
Our years of experience in
working with industry editors and providing them with articles and
information for their work have generated personal relationships, allowing
easier access to them, their information and insights.
5. Test Marketing
When time and resources allow, test marketing a concept or product provides
the most qualitative results. Unfortunately, in many fast paced markets
this aspect of market research is impractical due to cost or time factors.
We do have the capabilities to determine the best test markets and can
organize limited tests, as practical.
An alternative to this approach is selecting key prospects and organizing "Beta Tests". Once a concept for a product or service has been formulated, we can arrange a meeting with a potential user and discuss the features, benefits and marketability of the concept. The user can then provide feedback, agree to test pre-production units and assist in suggesting improvements, if warranted.
6. Feasibility Study
Whether undertaking the introduction of a new product, or product line, or
penetrating a new market, one of the most important acts any company can
undertake is testing and verifying market concepts. The Yeatman Group can
develop and implement a Feasibility Study that matches the company’s needs
and resources. Such an endeavor employs many of the other aspects of the
market
research program and can range from speaking with a handful of prospects,
industry editors and suppliers in the market or associated markets; a
through to full test marketing.
This tailored and client targeted effort can also be supported by one or more industry market surveys. Having a third party, like The Yeatman Group, perform the feasibility study removes the possibility of introducing subjectivity to the study.
1. Public Relations
The Yeatman Group’s resources include a fully developed arsenal of public
relations capabilities and a proven track record of implementing them with
remarkable, measurable results. Our reputation among editors has grown so
strong that we, as a group, are frequently solicited for editorial input
ranging from quick quotes from our clients, to product updates, to major
feature articles, to
magazine covers. Major trade publication editors frequently visit our
agency office because they know that many appropriate clients will be
brought in to them for productive meetings, making life easy for the
editors and making exposure easy for our clients. We delight in putting
our editorial relationships to work in ways that benefit both the clients
and the editors who keep coming back for
more.
2. Space Advertising
Our expertise in producing results-oriented (and award winning) campaigns
has been well documented over the years. Based on client objectives and
budget considerations, we develop individual ads and complete campaigns
ranging from fractional page black and white to full page, full-color-bleed
units.
Ads are designed to support product promotion or positioning objectives, and to generates sales leads but always with the intent of achieving increased sales and share of mind among the target audiences.
3. On-Line/Electronic Marketing
As computer technology continues to present new marketing possibilities,
The Yeatman Group continues to stay current. From understanding the ins
and outs of marketing on the Internet, to developing home pages and
complete Web sites, to providing materials for reproduction on disk or as
other electronic files, The Yeatman Group can help you benefit from on-line
and related electronic marketing
techniques.
4. Direct Mail
The Yeatman Group develops a variety of direct mail programs, including
direct response postcards and targeted direct mail campaigns. These
services range from the design and production of custom self-mailers to the
conversion of existing ads or other materials to direct mail pieces in
order to both reduce prep costs and support message reinforcement.
In addition to the mailers themselves, we assist our clients in developing both lists and list sources, including client databases, purchased/rented lists, etc.
5. Collateral Materials
The Yeatman Group can produce virtually all of the sales and technical
literature, from scratch, for most clients. Our collateral capabilities
include corporate and capabilities brochures, technical data sheets,
product catalogs, shortform catalogs, price lists, cross-references,
literature folders, binders, sales manuals and other supporting materials.
Types range from inexpensive one- and two-color pieces in standard and
custom sizes to full color brochures and catalogs.
We are also sensitive to the needs for and possibilities of on-line collateral materials and produce many of our clients’ catalogs for conversion to disk or CD-ROM, or for "cybernating" on the World Wide Web.
All literature is designed and produced with an eye toward maximizing the impact of the message and assuring a totally unified, coordinated, "one-corporation" look for each client. It is critical that collateral material reflect the image projected in advertising, direct mail, publicity and other promotional programs. Literature should not only be graphically compatible with other promotional materials, but should reflect the same kinds of sales messages and marketing thrusts as the total program. Even the most technical aspects of the literature should tie in to the basic objectives of a coordinated program. The production of collateral that is technically sound in its concept and content, appealing in its graphics, positive and informative in its presentation, cost-effective in its production and strikes a positive chord in the American marketplace is a Yeatman Group specialty.
6. Inquiry Fulfillment and Management
Because we believe so strongly in the importance of proper inquiry
fulfillment and management, we work closely with our clients in this
critical area. We help them design and manage in-house or contract
fulfillment systems ranging from
simple, manual procedures to sophisticated, fully computerized systems.
The latter, in addition to rapidly and efficiently handling and qualifying
sales leads, builds an on-going marketing database for a variety of
purposes, including direct mail and other promotions, geographic and
product interest analyses and other sales and marketing tasks.
Telemarketing can also be employed as an adjunct to or a vital link with
the inquiry fulfillment scheme.
7. Trade Shows
From national trade expositions to regional shows to local "table-top"
venues to "virtual trade shows" on the Web, The Yeatman Group helps its
clients make the most of their trade show expenditures. Our activities
span the gamut: from pre-show publicity and promotions, to booth graphics,
to complete booth design and production, to post-show follow-up. . .even to
show analysis and selection.
8. Newsletters
Our involvement in this area ranges from designing a formatted masthead to
writing, producing and distributing the complete newsletter. For most of
our clients, the newsletter is targeted at field sales personnel, sales
representatives or a customer/prospect list.
9. Videos
Videos, properly created, can bring certain services and products to life
in a way that other promotional materials cannot. As such, they can play a
valuable role in a coordinated communications strategy. At The Yeatman
Group, our involvement in video production ranges from concept development
and script consultation, to script writing and editing assistance, to
production house selection and supervision.
10. Supporting Communications Activities
The Yeatman Group further assists its clients through special promotions, sales
contests, give-aways, national sales meetings, telemarketing, corporate
identity
programs, sales training and other communications activities supporting
marketing
and other management objectives.
The Yeatman Group has a depth of experience in each of these routes to market and can introduce, develop and even manage any combination of these. Years of management experience brings with it the understanding that any sales team, direct or indirect, needs continuous support and reinforcement. Without such efforts, costs escalate and maximum productivity remains an elusive target.
For most companies, the following represent traditional effective routes to market:
1. Distribution
Utilizing distributors for a product is most effective with products of
limited technical complexity and relatively high margins and low
quantities, or in support of a direct sales program that will handle the
larger quantity sales.
Matching the client’s profile and needs to a distributor or network of distributors is extremely important. Not every situation is best served by a large national distributor or, conversely by a series of local distributors. Our personal knowledge of many of these distributors, including their strengths and weaknesses in specific markets, reduces the danger of years of juggling distributors until an appropriate association is finalized.
2. Manufacturer's Representatives
The Manufacturer’s Representative is the most popular route to market for
organizations with technical products or services trying to penetrate a
market with limited resources. These "rep" organizations provide sales
services for a variety of companies with associated, but not necessarily
competing, product lines within a specified geographic area. This method
exposes your products or services to a broader range of prospective
customers. Unlike distributors, these groups do not purchase or stock any
of their principals’ products. They are sales personnel, paid on a
commission basis, and require some marketing and technical support. To
avoid some of the pitfalls that can be associated with this route to
market, it is necessary to actively manage these organizations to maintain
the incentives which will keep your products a priority in their sales
effort.
Most manufacturer’s representatives provide services in a limited geographical area. Therefore, a number of organizations need to be retained to cover the entire country. The Yeatman Group’s years of experience bring personal knowledge of a broad range of man facturer’s representatives, how to manage these groups, maximize their productivity and how to obtain the most appropriate organizations to sell your products.
3. Direct Sales
This route to market, although requiring the highest initial investment,
provides the client with the most control and the potential for the
greatest sales effort. Determining the number of individuals and locations
that would be required and finding the best qualified and most experienced
individuals to accomplish your goals can be a daunting task. Based on our
knowledge of and connections with people in the business, The Yeatman Group
can locate and pre-qualify a list of candidates to meet your requirements.
These pages © The Yeatman Group, Inc. 1998