Gene Ely, president, Heavy Duty Marketing Academy, says that all too often “companies embark on marketing and sales programs as if the competitor’s position did not exist. They advertise their products in a vacuum and are disappointed when their messages fail to get through.”
It is with that in mind that Ely says Heavy Duty Marketing Academy has released its first academic tutorial on strategic thinking, now available on the Heavy Duty Marketing Academy website. Meant to be combination study guide with Ely’s new book, “The Heavy Duty Marketing Academy Textbook,” Ely says every marketing assignment is unique due the differences in every heavy-duty dealer and aftermarket business. Yet, the fundamental tools are a proven formula: strategic thinking: positioning, branding, services marketing, and marketing automation.
Ely says too many companies “advertise their products in a vacuum and are disappointed when their messages fail to get through. Moving up the ladder in the mind can be extremely difficult if the brands above have a strong foothold and no leverage or positioning strategy is applied. Therefore, an advertiser who wants to introduce a new product category must create a new ‘Position’ in the mind of the customer.”
For more information about Ely’s new tutorial, please CLICK HERE.
