Professional Documents
Culture Documents
CrushingTigers FINAL
CrushingTigers FINAL
CrushingTigers FINAL
Top Soil PR
Fall 2013 Hannah goetz fahmeen gowani christina carver sarah dixon brenda hererra
contents.
Plansbook
Meet the Team Executive Summary Situational Analysis Intro History / Description product evaluation consumer evaluation competitive Analysis Marketing environmental evaluation swot problems & opportunities Research Marketing Recommendations strategy / target market objectives tactics & evaluations Budget Conclusion Appendix 3 4 5 6 7 8 10 12 13 14 15 16 17 26 28 29
Brenda
Fahmeen
executive summary.
At TopSoil PR, we believe that all businesses are unique, and as such we strive to craft campaigns that meet every clients individual needs and goals. In order to best do this, TopSoil PR has established two main objectives for Crushing Tigers: to gain new customers and to increase spare part sales. In order to accomplish these objectives we plan to increase awareness of the Crushing Tigers brand, institute a system to manage customer relationships more efficiently, and begin utilizing more economical lead generation techniques. In order to raise awareness among the intended target market of consumers, we will increase Crushing Tigers online presence through the use of social media and search engine optimization techniques. Boosting SEO is an excellent way to gain attention among your core customer demographic, as well as increase annual inside sales. Social media is an invaluable low-cost tool that allows you to reach and strengthen relationships with consumers while building brand identity and awareness online. By utilizing social media channels such as blogs, LinkedIn, Facebook, and Twitter, Crushing Tigers will be able to have consistent interaction with its consumers and become a reliable, as well as easily accessible, source of valuable information. To most efficiently manage customer relationships, TopSoil PR recommends instituting an email marketing platform to better communicate with its consumers. Some types of email marketing include newsletters, email blasts, and surveys. This form of communication allows for greater connection with customers and will allow Crushing Tigers to quickly and easily reach all of its customers on a regular basis. Finally, TopSoil PR aims to increase inside sales through more effective lead generation. We believe that Crushing Tigers will be able to obtain great leads through the use of LinkedIn, search engine optimization, and Google Alerts. LinkedIn pages, groups, and advertisements will open the door to networking with countless people anywhere in the world who work in the aggregate industry. Google Alerts will allow Crushing Tigers to stay up to date on their clients, competitors, and the aggregate industry as a whole. The tactics enumerated in this introduction are only a small preview of what TopSoil PR has constructed to meet both the current and anticipated needs of Crushing Tigers within the coming year. We would like to thank Crushing Tigers for the opportunity to create this campaign, and we are excited to continue working with you in the future.
Introduction
situational analysis.
History/Description
Crushing Tigers is a company that sells and services aggregate machinery in the Southeast region of the U.S. including Texas, Louisiana, Oklahoma, New Mexico and Arkansas. With over 20 years experience, the company specializes in building long-term relationships with clients and supports a wide range of industries from quarrying to recycling. Co-Founders Pat Daob and Brian Costello strive to provide an excellent service and product based on integrity, performance, value and client satisfaction. Crushing Tigers is also an authorized dealer of Sandvik machinery, the leading supplier in materials technology, mining and construction.
Crushing Tigers main interest is to develop a strategy in order to generate leads and increase its customer base as well as increase revenue streams through spare parts sales. TOPSOIL PR has developed a six month campaign that will focus around these two goals. Objectives based around increasing brand identity and customer awareness via an online platform will set a solid foundation for Crushing Tigers success. Increasing online presence will establish Crushing Tigers as a dependable supplier of aggregate machinery, and develop a positive reputation within its designated geographic regions. By accomplishing these goals and objectives, TOPSOIL PR plans to exceed Crushing Tigers expectations.
Product Evaluation
As an authorized dealer of Sandvik machinery, Crushing Tigers specializes in selling some of the most advanced variety of mining and construction solutions. The range encompasses mobile crushers, screeners and scalpers; each category with various features fit to focus on the customers requirements. The company also offer pre-owned machines as well as spare parts and service.
Price
Crushers: (Jaw, impact, and cone respectively) range from $500,000- $750,000 Screens: range from $220,000-$350,000 Crushing Tigers prides themselves on developing relationships with the customers long after their initial purchase. Customer support and communication creates an exceptional experience that sets the company apart from the competition.
Products
Crushers Jaw Cone Impact Screens Mobile Double screens Three way split screens Triple Deck screens Mobile scalping screen
Consumer Evaluation
Currently, Crushing Tigers caters to customers within a wide range of industries and throughout a large geographic region. Crushing Tigers is the exclusive Sandvik dealer in Arkansas and Oklahoma. Additionally, the company sells to customers throughout Texas, Louisiana and New Mexico. Because Crushing Tigers is looking to expand into Missouri and Kansas, buyers in these states will also be included in our target market. The majority of Crushing Tigers sales are to small general contractors (under 50 employees), comprising 21% of its customer base. Those within the demolition and recycling industry make up the next largest portion at 16%. Spare parts sales, while quicker and easier than machine sales, account for only 10%. We believe spare parts sales provide a huge opportunity for Crushing Tigers, and therefore would like to increase this consumer group from 10% to 15%. Because it can take up to two years to sell to a new customer, repeat customers are by far the biggest buyers of machines. Crushing Tigers sells, on average, 10-12 machines per year, and generally only one of these is to a new customer. The current methods of contact with new customers are in-person visits and phone calls; however, we have found that consumers under the age of 55 do large amounts of research and technical analysis online before initiating a sale. As a result, we will shift our marketing efforts to include more online interactions in order to attract these consumers in a more timely and cost-efficient way.
Competitive Analysis
The construction industry is larger than most people think. Every three years, there is a Con-Expo held in Las Vegas, where over 2,400 companies attend and show off the latest equipment and technology in this industry. Some of the more known competitors include Powerscreen Texas, Rock Monsters and TKO. Though Crushing Tigers is up and coming, the company has a few competitors that differ in its sales methods and advertising. Powerscreen Texas Inc is located in La Grange, Texas. Powerscreen has been the worlds largest manufacturer of mobile screening, crushing and washing equipment since 1978. They are authorized dealers in Texas, Louisiana, Arkansas and Oklahoma. They pride themselves on their seven-step process which includes identifying needs of their customers, preparing the machinery for delivery and following up with their customers. Rock Monsters is one of Crushing Tigers greatest competitors. They have been around since 1999 and serve in the states of Texas, Arkansas, Louisiana and New Mexico. Their mission statement is to deliver an exceptional and memorable customer experience in all key aspects of the sales process as a market leader in quality, performance, reliability and service. TKO is a well developed equipment company that specializes in the lease, rental and sale of heavy construction and crushing equipment. They maintain a current inventory of over 200 machines, specifically Caterpillar equipment. The machines they provide are maintained to the highest standards by their full-time staff. They have two facilities, one in Grand Prairie, Texas, which is the headquarters and one in New Braunfels, Texas. These competitors all have similar ideals and values but differ in many ways. Some of these companies have been around for some time and that puts Crushing Tigers at a disadvantage because its competitors have years of experience. These larger, well-known brands have multiple offices and a large sales force. Crushing Tigers has a very small, excellent staff, but because of this lean model, it is only able to reach out to a small number of construction sites for lead generation. If Crushing Tigers wants to expand its reach, it would be beneficial to adapt a more efficient sales approach.
Competitive Analysis
Competitors such as Powerscreen, Rock Monsters and TKO are much more active on social media than Crushing Tigers. This makes the competition easier to find, easier to research and easier to communicate with. Crushing Tigers, however, does have a competitive advantage when it comes to its website. It has a very professional, engaging website, whereas its competitors websites are difficult to navigate and are not integrated with their social media channels. Their competitors have YouTube videos and have their own twitter accounts aside from their manufacturers twitter account. One of the most successful ways to reach an audience in this day and age is through social media. One of the main goals for Crushing Tigers is when people Google construction equipment, that Crushing Tigers is the first option in the search and when people think, I need construction equipment, that Crushing Tigers comes to mind.
green building has improved rating systems and certified programs. For example, LEED, Leadership in Energy and Environmental Design, is a program that provides different levels of certifications and rating systems for green buildings. LEED not only promotes sustainable construction strategies and designs, but it also recognizes the entire building lifecycle in order to create a demand for going green. Other certification provisions, such as Cradle to Cradle, makes sure that all products and resources are safe and are designed for recycling during construction and that all construction projects minimize their carbon footprint as much as possible. Other important trends to recognize consist of commercial lending conditions or an increase in commercial loans, increased construction costs, and construction recovery after natural disasters.
Economic Impact
The economy and the construction industry directly correlate with one another. Depending on the state of the economy, construction equipment investment will either grow or decline, which affects residential households and businesses. For instance, the 2007 Recession impeded commercial construction. Today, construction is starting to rapidly flourish again along with spending on new
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Laws
The main law that restricts Crushing Tigers campaign and product sales is obtaining building permits, which vary in each city and state. For instance, the Texas Commission on Environmental Quality, or TCEQ, is the permit used in Texas. City Ordinances enforce permits in order to ensure that construction projects are up to code and comply with the citys zoning jurisdiction. Erecting, constructing, altering, repairing, or demolishing any building or structure requires a permit.
Conclusion
After evaluating this market environment, Crushing Tigers has the opportunity to tap into new areas in the construction industry. Recycling and green building are vastly expanding windows of opportunity. Tapping into these realms in the market, will not only give Crushing Tigers a huge competitive advantage, but also a credible reputation.
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Strengths
SWOT
Weaknesses
Authorized dealer of equipment from Sandvik, the market leader in industry Lean business model ensures minimal waste and optimum efficiency Machines are kept near airport so when customers fly out, they are easily accessible Honest and professional reputation Face-to-face inquiries help build personal relationship and trust 80% of its business comes from repeat customers
Current prospecting method of face-to-face inquiries is time consuming, expensive and inefficient Hiring and training new staff in order to grow the company is difficult because employees must wear many hats No proven sales methods beyond approaching construction sites discovered, while driving, making it difficult to train salespeople Expansion into the used parts industry in Mexico and South America requires a larger staff of mechanics to ensure the parts and machines are up to the standards of new machines No quick deals unless working with a repeat customer; deals with new customers can take up to two years
Opportunities
Threats
Con-Expo trade show would gain invaluable brand exposure and The construction industry is very volatile, fluctuating widly with notoriety within its target market of consumers economic trends Vast untapped potential in South America and Mexico for selling While it is the exclusive Sandvik dealer of Arkansas and Oklahoma, used parts and machines Crushing Tigers faces many competitors in Texas, Louisiana and New Refusing to do business with companies who are not Mexico credit-approved reduces a great deal of risk Equipment is made in the UK and Ireland, which allows for cheaper production costs and lower selling prices for the consumer All equipment is track mounted and mobile Machines are easy to set up while other stationary machinery would take days or weeks to put together Opportunity to expand in Missouri and Kansas
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research.
The Basics
In conducting our research, we looked for the best practices in companies with similar challenges to those of Crushing Tigers. We focused on current industry trends, business-to-business case studies and examples of successful sales-driven marketing strategies. From these resources, we chose tactics that we feel will yield the greatest measurable success when it comes to achieving Crushing Tigers goals. For a comprehensive list of our sources, please see the appendix.
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Strategy
marketing recommendations.
Primary Target Market
Target Market
At TopSoil PR, we understand the value of relationships and the impact they have on sales. Crushing Tigers top priority is developing and maintaining lasting relationships with its clients. We want to expand on this by not only seeking out new clients, but also by deepening existing relationships. In order to increase awareness of Crushing Tigers and generate more sales, our strategy focuses on developing and maintaining relationships through tactics such as boosting SEO, connecting with customers via social media and creating lasting partnerships with relevant industry players.
Our primary target market consists of new customers in established businesses throughout the mid and southwest region of Texas, Louisiana, Arkansas, Oklahoma, New Mexico, Missouri and Kansas. Our target incorporates anyone who is looking to buy crushing and/or screening equipment, including those within industries such as mining, materials recycling and general contracting. Specifically, we would like to focus on younger, digital-savvy managers under the age of 55. We feel that this sub-group will be more receptive to modern online sales strategies and Crushing Tigers will be able to increase inside sales through connecting with these potential clients.
Existing customers make up our secondary target market. This market is much more broad because it includes anyone that is looking for quality spare parts for their existing machines. Current customers in this category have included purchasers of pre-owned machines; however, we feel that there is an opportunity to expand the scope of spare parts sales globally.
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Objectives
In accordance with Crushing Tigers current business model and goals, TopSoil PR has identified two main objectives: to gain new customers and to increase the sales of spare parts.
Objective #1
In order to reach new customers throughout the region while maintaining Crushing Tigers lean business model, we have developed efficient tactics for creating awareness and generating leads. Through these tactics, we plan to introduce an approach centered on inside sales, thus making the acquisition of customers easier, faster and cheaper. This will allow more time to be spent on deepening relationships with current customers, increasing the likelihood of repeat business.
We would also like to increase spare parts sales from its current rate of 10% to 15% of annual sales. Because spare parts transactions are not geographically limited, there is a huge opportunity for Crushing Tigers to do more business in this market. We believe that the fast turnaround of spare parts sales will allow Crushing Tigers to take advantage of a more consistent revenue stream. To achieve this objective, we will create awareness that Crushing Tigers not only sells new and used machines, but can also help you maintain your machines regardless of where it was purchased.
Objective #2
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Evaluation
For the first six months, the social media management company will provide Crushing Tigers with monthly analytical reports including improvements in website ranking, likes, followers, engagement and awareness.
Budget
We have estimated that outsourcing social media management sources, including writing blogs for the Crushing Tigers website and managing both the Crushing Tigers Twitter and Facebook pages, will cost about $500 per month. If at any time, Pat or Brian decides they would like to take over social media management, social Media management costs will decrease depending on the services.
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Budget
The cost for a customized SEO package varies between outside companies, but we have allocated $575 per month for these services. Once the initial SEO strategy is complete, Pat and Brian can decide whether or not to undertake the SEO management themselves or consider hiring a single SEO strategist to upkeep the tactics already put in place.
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Budget
Setting up a company LinkedIn page is free as long as you meet certain requirements (see sources). We do, however, recommend that Brian update his personal membership to a Business account, which will allow him to send InMail and view the full profiles of potential connections and customers. Groups are also a free service. Advertising costs are calculated on a cost per click basis. We have allocated a six month budget of $2,880 for advertising, which breaks down to $30 per day, Monday through Thursday of each week.
Evaluation
The company page will have an analytics tab where you will be able to track followers, view shares, and evaluate engagement. Evaluation of group involvement can be measured by the number of responses and any new connections gained from the group. Finally, advertising success will be measured on the LinkedIn Analytics page, which provides a summary of who clicked on the ad, how many clicks the ad received, how many total impressions the ad received, click through rate (CTR), cost per click (CPC) and total amount spent.
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Evaluation
MyEmma offers real-time response tracking and metrics, which allows for quick and easy performance evaluation at the end of every quarter.
Budget
MyEmma is an all-inclusive service for email marketing. It features unlimited mobile optimized emails and surveys to all of your subscribers for a $30 monthly fee.
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Evaluation
Customer testimonials may be evaluated by reviewing the customer satisfaction survey responses.
Budget
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Google Alerts
Google Alerts are a fantastic way for you to keep abreast of what is being said about your company, as well as what your competition is up to. Google Alerts is a free service from Google that sends emails straight to your inbox anytime one of your keywords is mentioned online. Keywords are words or phrases that you would like to be notified about. Up to 500 search terms may be submitted. These alerts are sent on a frequency that you determine, and can range anywhere from as they occur to once per month. Staying aware of what is being said online about your company and your competition allows you to quell any possible issues before they become real problems, and allows you to remain a strong competitor in the industry.
Evaluation
Crushing Tigers can measure awareness on Twitter by tracking its number of followers, mentions and retweets.
Budget
Budget
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Budget
After a 30-day trial, Crushing Tigers can advance to HootSuite Pro, which is appropriate for businesses and professionals. The package starts at $9 per month and goes up to $80 per month, depending on which features are suitable.
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budget.
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conclusion.
Crushing Tigers is committed to building long-term relationships based on integrity, performance, value and client satisfaction. This is the Crushing Tigers mission, and this is what we at Topsoil PR have strived to emulate in building this campaign. In order to meet the objectives of gaining new customers and increasing spare parts sales, we have devised tactics we believe will meet these goals, including enlisting search engine optimization services, social media management, more frequent and varied use of LinkedIn and its advertising capabilities, Google Alerts, email marketing and website updates. Based on our extensive research, we have found these tactics to be instrumental in best business practices. We are highly confident that by implementing them, Crushing Tigers will be successful in generating the level of awareness needed in order to increase sales. Topsoil PR is honored for the opportunity to work with Crushing Tigers. Thank you for your consideration, and we look forward to working with you more in the future.
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appendix.
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Sources
LinkedIn
3 Ways to Dominate Your Sales Competition on LinkedIn: http://revenueinbound.com/3-ways-to-dominate-your-salescompetition-on-linkedin/ How to Track Competition on LinkedIn: http://socialmediatoday.com/apzuckerman/285807/how-trackcompetition-linkedin LinkedIn for Small Business Tips: http://blog.linkedin.com/2010/04/12/linkedin-small-businesstips/ LinkedIn Marketing Solutions: http://business.linkedin.com/marketing-solutions/solutions. html Case Study: Lead Generation via LinkedIn: http://www.slideshare.net/HeuvelMarketing/b2b-lead-generation-via-linkedin-case-study 11 Company Case Studies That Prove the ROI of LinkedIn: http://blog.heyo.com/11-company-case-studies-that-prove-roiof-linkedin/ LinkedIn Ads Campaign Pricing: http://help.linkedin.com/app/answers/detail/a_id/7431 Infographic: 77% of B2B Marketers Acquire Customers via LinkedIn: http://www.b2bmarketing.net/news/archive/social-news77-cent-b2b-marketers-acquire-customers-linkedin Company Pages Brochure: http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/linkedin_company_pages_guide_us_en_130314.pdf How to Network Using LinkedIn Groups: http://www.socialmediaexaminer.com/how-to-network-usinglinkedin-groups/ Requirements for Adding Company Pages: http://help.linkedin.com/app/answers/detail/a_id/1594
Social Media
Creative Ways to Get Customer Testimonials: http://blog.kissmetrics.com/customer-testimonials/ HootSuite: www.hootsuite.com HootSuite Case Studies: http://blog.hootsuite.com/hootsuite-case-study-new-yorkpublic-library/
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Sources
Social Selling in B2B Sales: http://blog.hootsuite.com/social-selling-in-b2b-sales-whitepaper/ Measuring Social Media for Lead Generation - White Paper: http://blog.hootsuite.com/social-media-lead-generation-whitepaper-2/ Case Study: Orange - How a Global Telecommunication Company Uses Social Media: http://blog.hootsuite.com/orange-video-social-media/ Ways to Promote Your Business on Social Networking Sites: http://www.techrepublic.com/blog/10-things/10-ways-to-usesocial-networking-tools-to-promote-your-business/ Facebook for Businesses (page 13 onwards): http://cdn2.hubspot.net/hub/53/blog/docs/facebook_for_ business_ebook_hubspot.pdf B2B Marketing Facebook Case Study: http://b2bmarketing.net/knowledgebank/social-media-marketing/case-studies/case-study-bam-construct-turns-facebook Improve Sales Performance via Social Media: http://www.microsoft.com/business/en-us/resources/marketing/online-marketing/4-Ways-Social-Media-can-Improve-SalesPerformance.aspx?fbid=0Y7dTNjuuRq How Can Social Media Improve Business: http://www.franchisebusinessreview.com/content/How-CanSocial-Media-Improve-Business Social Media Measurement Tools: http://socialmediatoday.com/pamdyer/1458746/50-top-toolssocial-media-monitoring-analytics-and-management-2013 Google Alerts: The Seven Google Tools That You Should Know About: http://www.bloomtools.com/articles/the-7-google-tools-thatyou-should-know-about.html
Construction Industry
Lean Design and Construction: http://www.leanconstruction.org The Jones Lang LaSalle (JLL) Construction Outlook Identified Four Trends...in This New Economic Cycle: http://www.bdcnetwork.com/4-trends-driving-recovering-commercial-construction-sector#sthash.icL3bDLY.dpuf LEED Rating System: http://www.usgbc.org/leed Equipment Leasing and Finance Foundation: http://www.leasefoundation.org/IndRsrcs/EO/
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Sources
The New York Times: http://www.nytimes.com/2013/06/08/business/economy/census-reports-home-construction-has-improved.html?_r=0 TCEQ Permit: http://www.tceq.texas.gov General Permit Information: http://www.mybuildingpermit.com/ http://austintexas.gov/page/building-permits Relationships in Construction Sales: http://www.constructionbusinessowner.com/topics/marketing/ construction-marketing/construction-sales-secret-profitablecustomer-service Using Media to Effectively Market Your Construction Company: http://www.constructionbusinessowner.com/topics/marketing/ construction-marketing/use-media-effectively-market-yourconstruction-company Local Consumer Review Survey 2013: http://www.brightlocal.com/2013/06/25/local-consumer-review-survey-2013/#personal
Best States for Future Job Growth: http://www.forbes.com/sites/kurtbadenhausen/2013/09/25/ arizona-texas-head-list-of-best-states-for-expected-job-growth/ Example of a Construction Business Plan: http://www.bplans.com/construction_business_plan/executive_summary_fc.php#.UnvEiygheRI How to Best Market a Construction Company: http://www.constructionbusinessowner.com/topics/marketing/construction-marketing/case-study-real-problems-expertsolutions
Competitive Analysis
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Sources
SEO/SEM
SEO Benefits of Blogging: http://blog.farreachinc.com/2013/06/13/6-seo-benefits-blogging/ SEO Management Package: http://www.doodledogadvertising.com/search-engine-optimization/ SEM/SEO Tips: http://www.slideshare.net/perezsimons/sem-presentationpresentation?from_search=2 Local Search Ranking Factors: http://moz.com/local-search-ranking-factors SEO Survey and Correlation Data: http://moz.com/search-ranking-factors SEO As a New Revenue Stream for Your Business: http://b2bmarketing.net/blog/posts/2013/10/12/white-label%E2%80%93-seo-could-be-new-revenue-stream-your-business
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