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 Opt-In Wireless
Website Live
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EDMSS Spring Meeting
June 8-10, 2006 in Savannah

Percon
Internet based FCC Database System

IWCE
Workshops at IWCE

Opt-In Wireless at the Motorola Dealer Expo
See Opt-In Wireless in Vegas

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.

Most LMR dealers fail to capture this data on a regular basis. If yours does not you can examine the sales data you already have to reveal the hidden pattern’s in a customer’s behavior. Armed with such data, you can then fashion segments that are both revealing and applicable. Such segments will:

· Reflect your LMR dealership’s strategy
· Indicate where some new sources of opportunities and revenue of profit may lie
· Identify customers’ values, attitudes, and beliefs as they relate specifically to product or service offerings
· Focus on actual customer behavior
· Make sense to LMR dealership owners and sales managers
· Accommodate or anticipate changes in markets

Which customers drive profits?

To be valid, a segmentation must identify groups that matter to a company’s financial performance. To start, companies can rank their own customer’s by profitability and or lifetime value so as to concentrate the right amount of attention on them. But to grow revenues, a company should understand what makes its best customers as profitable as they are and seek new customers who share at least a couple of those characteristics.

New business development is crucial to all LMR dealers. By renovating their marketing, re-positioning themselves in the marketplace, and re-focusing their sales and marketing, the best opportunities for the LMR dealers who do so are still ahead.

To your success.

The Opt-In Wireless Team