Develop a get a small trailer free for bringing in a new customer promotion to drive up word-of-mouth advertising.
As the word-of-mouth campaign is running also get brochures, testimonials and even small MPEG files for use on the Internet to further strengthen the expertise of BC in this market.
Roll out the section of the website with landscaping products including the MPEG files.
Develop a four-color brochure that is heavily weighted with customer testimonials and mail it to all landscapers within 300 miles.
Using the call center that is also calling other businesses, start calling landscapers and setting up appointments for a demonstration of the trailers.
Attend as many landscaping shows as possible to keep the name of the company active in this market.
Potential Segments:
Freight and Logistics
An entirely new market segment for BC, this is one that will require the enclosure of trailers. BC needs to do initial market research and business development in this market by doing the following:
Attend several of the freight and logistics trade shows and do competitive analysis of each product that is comparable to their own.
Define a product strategy that can be quickly implemented and build several prototypes.
Mention the concept of freight and logistics trailers on the BC website and see what type of traffic it generates.
Develop an enclosed trailer and take it around to several freight and logistics companies throughout the region to get their feedback.
Continue these processes until a sale is made.
Livestock
An entirely different segment for BC, yet one well aligned with their core strengths. The focus here needs to be on heavy-duty horse trailers and the need for developing a series of trailer configurations. The following strategies make the most sense for this market:
As this is so well aligned with the current business of BC, it would be a good idea to create two or three prototypes.
Promote them on local TV channels, and also attend all horse and livestock shows to see if leads could be generated.
Put this market on the website and stress the customization aspects of BC as it relates to special purpose horse and livestock trailers.
Recreational
Potentially...
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