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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. |
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MSS21
See you at the GLMSS Meeting February 16-18th!
IWCE
Over 350 exhibitors showcasing the latest in wireless communications technology
GLMSS Spring Meeting February 16 - 18, 2005 The Don CeSar Resort - St. Pete Beach, Florida
EWA Regulatory Update
The Waiting is the
Hardest Part
Talley Communications Announces Acquisition
Talley acquires Electro-Comm West in Southern California
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Positioning Your
Dealership Part 1
Positioning is the concept that sparked a revolution in advertising. It was the first concept to deal with the problems of communicating in an overcommunicated society. With positioning you can beat the competition and win the battle for recognition in an overcrowded, media-blitzed marketplace. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors.
Positioning for the LMD starts with the company or dealership. Positioning is what you do to the mind of the prospect. That is, you position your dealership in the mind of the prospect.
Many people misunderstand the role of communication in business and politics today. Today very little communication actually takes place. Rather, a dealership must create a "position" in the prospect's mind. A position that takes into consideration not only a dealership's own strengths and weaknesses, but those of its competitors as well.
The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retire the connections that already exist. Today’s wireless marketplace is no longer responsive to strategies that worked in the past. There are just too many companies, too many products, too much marketing noise.
The first question most frequently asked by positioning skeptics is “Why?”. Why so we need a new approach to our dealership’s advertising and marketing? To answer that simply look at your current product line. In most cases today, a dealership offers the following:
· Land Mobile Radio
· Paging
· PCS/Cellular
· Antennas and Accessories
· Telematics/Mobile Data
· 802.11/Wi-Fi-WiMax
· RF Engingeering
· VoIP
· GPS
· Towers
Years ago dealers focused primarily on black box sales and repairs and all of their marketing and positioning was geared towards towards that end. Today most dealers are still positioned in the minds of their clients and prospects in virtually the same way they have always been: “Two Way Radio Dealers”.
You must think beyond the black box and into LMR marketing for the future just to survive - let alone grow your dealership’s business.
LMR marketing for the future rests on your ability to change the positioning of your dealership from a “Two Way Radio Dealer” to a “Wireless Solutions Provider”. In the hyper competitive and overcommunicated LMR industry, the paradox is that nothing is more important than communication. With communication going for your dealership, anything is possible. Without it, nothing is possible. No matter how talented and ambitious your dealership’s marketing team may be.
Part 2 of Positioning for Your Dealership will be published in the next issue.
In the meantime, we recommend the book “Positioning – the 20th Anniversary Edition” by Al Reis and Jack Trout.
To your success,
The Opt-In Wireless Team |
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See you at the GLMSS Meeting February 16-18th! |
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Systems Implementation is proud of our long-term relationship with the GLMSS Association and its’ members. We’re looking forward to seeing our GLMSS customers and participating in another great event in St. Pete’s Beach.
If 2006 is your year for new business management software, the meeting at the Don Ce Sar would be the perfect time to talk to us about your business requirements, see a product demonstration, and talk to some of our customers about the benefits MSS21 has to offer and their experiences with us.
So stop by…and be sure to ask us about:
- Increasing Operational Excellence with Service Scheduling, Availability & Dispatch
- Increasing Company Revenues through Employee Mobilization
- Increasing Customer Loyalty with WebView & CRMLite
Let MSS21 help you achieve all your 2006 business objectives!
It’s the “Software Designed with Your Success in Mind”.
If you’re not attending the meeting but would like more information, call 800.388.2581 x225 or visit us on the web at www.mss21.com. |
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Pre-Conference Workshops: May 15-16, 2006, Las Vegas Hilton
Exhibits and Conference: May 17-19, 2006Las Vegas Convention Center
IWCE is North America's largest, annual wireless communications technologies show. With over 350 exhibitors showcasing the latest in wireless communications technology IWCE exhibitors offer you solutions in:
- Land Mobile Radio
- Paging
- PCS/Cellular
- Antennas and Accessories
- Telematics/Mobile Data
- 802.11/Wi-Fi-WiMax
- RF Engineering
- VoIP
- GPS
- Towers
- And a great deal more!
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For a complete list of our current 2006 IWCE Exhibitors, please go to the IWCE website.
Exhibit Hall Hours:
Wednesday, May 17 10:00am - 5:00pm
Thursday, May 18 10:00am - 5:00pm
Friday, May 19 10:00am - 2:00pm |
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The Waiting is the Hardest Part
Liz Sachs - Partner, Lucas Nace Gutierrez & Sachs
and Regulatory Counsel, EWA
All new administrations take awhile to get started, but the FCC under no longer quite so new Chairman Martin seems to be going for the record. It has been almost a year since Kevin Martin took over the Chairman’s job. Since this was a promotion from his almost four-year stint as FCC Commissioner, there was an assumption that he would hit the ground running. There was no question about his intelligence, his dedication or his familiarity with the variety of telecommunications issues with which the FCC wrestles each day. He certainly was assumed to be familiar with existing FCC staff and, having been the odds-on favorite to succeed Chairman Powell for some time, was expected to have clear ideas about his agenda and what personnel he needed to implement it.
Well, Chairman Martin may have an agenda, perhaps even one relating to wireless services, but he certainly is playing it close to the vest. Not that quantity is indicative of quality, but open FCC Meetings have been limited to only a handful of items, and the number of documents coming out of the FCC each day has dwindled to a trickle. The word is that every item of any decisional significance, almost no matter the scope, requires signoff by the Chairman’s office before adoption. Matters that used to be handled within the operating bureaus such as WTB now must be vetted by the Chairman’s office before seeing the light of day. Absolutely routine licensing activities continue apace, indeed the WTB processing time is as low as anyone can remember, but anything even a bit out of the ordinary undergoes scrutiny at the highest level of the agency. No wonder the non-licensing items on the Commission’s Daily Digest have shrunk to a shadow of their former self.
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Talley Communications Corp Announces the Acquisition
of Electro-Comm West in Southern California
SANTA FE SPRINGS, CALIF. (January 20, 2006) -- Talley Communications Corp. announces they have acquired Electro-Comm West. Based in Van Nuys, California. Electro-Comm West served as a distributor to the wireless communications industry in the Western United States for 27 years.
Markets served by Electro-Comm West and Talley Communications include cellular, government, LMR, microwave, military, OEM, public safety, railroads, SMR/ESMR, telecommunications, telemetry, utilities, WISP, WLAN and others.
“I'm proud to announce that the Electro-Comm West owner, Larry Feige and his key personnel will join Talley,” said Mark Talley, President of Talley Communications. “Electro-Comm West's customers have high expectations from years of exceptional service. Talley welcomes the opportunity to prove ourselves with each opportunity,” Talley added.
“When you serve customers for decades, "business relationships" turn into life long friendships,” said Larry Feige, owner of Electro-Comm West. “It became apparent that the best way to take care of my customers, was to do it through Talley Communications. Their buying power and nationwide reach with five warehouses will allow me to offer a completely different level of service, while at the same time maintaining the customer support that I built Electro-Comm West on,” Feige added.
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