The Heavy Duty Marketing Academy has released an academic tutorial video titled “Truck & Trailer Marketing in the New Digital Era,” which the company says helps prove dealer and nameplate market shares typically remain static year-after-year.
The video was produced by Gene Ely, president, Heavy Duty Marketing Academy.
“I’ve recognized and followed what I call the “Three-Tier 4-2-1 Marketing Formula Approximation for several years now,” says Ely. “I’ve found that over the years the heavy-duty industry has practiced its own marketing ecosystem, employing mostly sales and product-focused mangers, along with IT types who were the original website developers of the early 2000s — the dawn of the Internet era.”
He continues, “The reality is that few heavy-duty marketers and organizations are even aware of the definition of marketing and as a result, they’ve missed the skills of strategic thinking, which is the first component of every successful marketing and sales program.”
Ely says his tutorial lecture is backed by statistics and proves the rule of thumb that every market has three tiers: top tier, middle tier, bottom tier. He says the first group in the market usually has 50 percent or more of the market shares. The second group of competitors usually shares half or less of the top tier, while the bottom tier shares half or less of the mid-tier. Then, utilizing the tools as defined in his definition of marketing, Ely says his video lecture goes on to demonstrate how truck and trailer dealers can break the cycle and capture increased market share.
For more information, and to view the online lecture, please CLICK HERE.
