Sample Marketing Development Programs

Directory Listing Program

There are over fifteen thousand directories and buyer's guides published yearly and displayed on-line. Many companies are unaware of these directories. However, their customers are aware and use them diligently to locate sources. This program begins by targeting the proper directories. Then, the next step gets the company the free listings within the applicable groupings. Finally, the program develops the advertising for the selected directories. This advertising strives to position the company in a better way than its competitors. The program provides a simple, but effective, system so in-house personnel can update the listings yearly.

Literature Upgrade Program

Many companies design their literature, sales tools, and advertisements without considering positioning. They also design marketing communication pieces without a consistent corporate look. The consultant gathers and studies both competitive and comparative literature. Then a selected advertising agency develops a theme and consistent look. The Marketing Consultant interfaces with the advertising agency for this program. This helps prevent developing literature with inside-out rather than outside-in thinking.

Manufacturers' Rep Programs

Companies that use manufacturers' representatives always have the problem of getting more of the reps time. Many want 20% of the reps time while they only provide 10% or less of the reps income. The Marketing Consultant reviews the rep network. The consultant working as an independent can often get more reliable information from the reps.Then the consultant can propose specific programs such as incentive, recognition, motivation, and co-op advertising. After proposing the programs, the consultant actively participates in further developing and carrying out the programs.

Public Relations Program

PR programs generate product interest and sales leads. Many companies don't have the budget to hire professional PR personnel. They also ignore the importance of PR programs. This program sets up a simple PR system that in-house personnel can eventually manage. The program achieves the same results as a professional PR service. The consultant sets up multimedia mailing lists and a PR news release format. The consultant also works with the company to develop yearly PR schedules with defined goals and targets.

Specialized Marketing Programs

Companies must develop specialized marketing programs to reach their goals. The purpose of these specialized marketing programs is to help the company reach it's goals. These programs produce results for the company. The results produced by the individual programs help achieve the short and long term goals of the company. Examples of specialized marketing programs include:

• Market Share Maximization
• Cross Marketing Programs
• New Product Introduction
• Sales Lead Development Programs
• Product Spec Programs
• Quick Ship/Response Programs
• Co-op Advertising Programs
• Direct Mail Programs
• Sales Promotion Programs
• Trade Show Development Programs
• Customer Service Development
• Key Sales Personnel Development
• Key Account Sales Efforts
• Distributor Development Programs