OIW Marketing News

Dear Land Mobile Dealer,

Welcome to another issue of Marketing News which is specifically for Land Mobile Dealers in North America. Thank you for your continued interest.

New USMSS Website
See the newest site from Opt-In Wireless.

Percon
Internet based FCC Database System

EDMSS Spring Meeting
June 8-10, Westin Savannah Harbor Golf Resort and Spa

IWCE
IWCE is in May this year.

Positioning Your
Dealership Part 2

Why re-position your dealership in the marketplace? LMR dealers are not just a “Two Way” dealer anymore; they are “Wireless Solutions Providers” and need to position themselves as such.

Is a prospect looking for a broadband wireless solution going to consider a “two-way radio dealer” their first choice for where they would go to purchase it? In most cases no.

LMR dealers have an excellent opportunity to position other wireless broadband providers as impersonal or as purely offering only functional benefits.

To accomplish this, Land Mobile Dealers will need to very clearly define their:

• Technical Expertise
• Knowledge Expertise
• Experience Expertise
• Status Expertise

- and leverage that against the completive alternatives.

After you begin the process of re-positioning your dealership in the marketplace and to your own clientele you can begin to leverage that to list to pursue the following more aggressively and successfully: Telematics, Mobile Data, 802.11/Wi-Fi-WiMax, RF Engineering, VoIP, and GPS.

Re-Focusing Sales and Marketing Efforts Based on Market Segmentation
The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering including new wireless technologies. If done properly, this will help the LMR dealer to insure the highest return for their marketing/sales expenditures. You’ll also need data on emerging, economic, and technological trends that may alter purchasing and usage patterns. A case in point for economical trends is the reduction in Department of Homeland Security grant which are half of what they were a year ago.

If meaningful segmentations depend on finding patterns in your customer’s and prospects actual buying behavior, then to construct one properly, you need to gather the relevant data. Depending on the question your exercise is ultimately aimed at answering, you would want information about, say, which benefits, features, and new wireless technologies matter to your customers. Or which customers are willing to pay higher prices or demand lower ones. Or the relative advantages and disadvantages customers identify in your existing offerings. You’ll also need data on emerging economic and technological trends that may alter purchasing and usage patterns for the most common vertical markets to the LMR dealer: Agriculture, Construction, Financial, Manufacturing, Mining, Public Safety/Administration, Retail Trade, Services, Transportation, and Wholesale Trade.

To your success,The Opt-In Wireless Team