2016: 'Moving' Forward

TWO MEN AND A TRUCK(Houston Branch: Chimney Rock)

Marketing Plan Proposal

What Brand Would You Miss?

• Given the hypothetical scenario in which one of the most famous world brands simply fails or disappears over a period of time, which one of those would you truly miss?

WHY is this?!

Dr. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert

on the strategic practice of marketing."

3 Levels of Marketing

Houston Marketing Strategy 2016

Situation Analysis• Strengths: Little to no box store competition• Quality movers• Largest range of service (Nationally larger than all

competitors• Well Established • Centrally Located in an upper class area• Charitable

Situation Analysis• Weaknesses: No online or print catalogue of inventory • Customers are not aware of our local presence• Low digital presence/ tough to find online • Not capitalizing on Anchorbox customer base traffic • Smaller inventory than Anchorbox • Low Yelp ratings• Smaller in local size than other competitors• Insufficient Moving Staff

Analysis of Our Competitors

Box Store• Anchor Box• ½ Price Boxes

Moving • 3 Men Movers • H-Town Movers• ABC Movers• JT Melia• Top Movers

Condensed List of Competitor Strengths

Box Store• Online and Print Catalogue• Online Ordering Service

(but not delivery) • Larger Inventory• Lower Prices

Moving• Larger Local Size • Higher Ratings • Possession of Storage

Facilities • Lower Prices• Celebrity Clientele

Here's How We Beat Them All!

Early Marketing Strategy: Implementation Time(2-3 Months)

Elements of Early Marketing Strategy*Suggestions all based on customer feedback

• Digital Content Cosmetics• I. Modify TWOMEN website to include:• An online catalogue• Online box ordering service • A section that informs customers that we WILL deliver orders above or at $100 to their homes• II. Drive Greater Website Traffic through the use of: • Google Ad Words • GoDaddy.com• III. Effectively use Digital Social Mediums to create Brand Publicity and generate new customers• This will be accomplished by inserting the 2 men Brand into relevant trending topics/ conversations• Creating viral content• Increasing 2men's digital presence by increasing frequency, tact, and quality of social media marketing

involvement

EXAMPLES OF GOOD CONTENT

MARKETING!

Elements of Early Marketing Strategy

Box Store• Target Audience: Crafts

Stores, Small Businesses, Heavily focused on Customers in Affluent Areas

Moving Side• Target Audience:

Customers in Affluent areas, Small Businesses, Large Businesses

Elements of Early Marketing StrategyReaching our Target Audience

Box Store• Through the distribution of flyers, emails, and

social media content- we inform the customers in affluent areas of our packing starter kits and delivery service.

• Through the distribution of flyers, emails, and social media content- we inform small businesses of our store catalogue and delivery service

• List of targeted affluent areas: http://www.houstonproperties.com/houston-neighborhoods/most-expensive-houston-neighborhoods

Moving• Through the solicitation of these affluent areas

primarily to inform the customer of packing starter kits, sales that proceed from these ventures will transfer into moves. As customers first look for boxes and then a mover, so our phone representatives will guide the customer to make the right choice for a mover in the next step. A.k.a US!

• Establishing a Triumvirate Partnership between large local storage facilities, Apartments, and our own company for the sake of bettering each other's business and solidifying Two Men and a Truck's Houston presence. This will enhance our company's Houston influence and create a larger customer base.

Elements of Early Marketing Strategy Benefits of the Grassroots Approach

• In a Houston moving market saturated with ads for movers on nearly every corner, the grassroots approach to advertising only packing starter kits allows the customer to focus on a new service with little to no advertising competition for it. In addition to the attention that our advertising strategy will take up, the strategy also functions as a hidden selling point for our moving company. This is advantageous because it 1) creates much more effective advertising for the moving company, because customers can actually pay attention to the moving service 2) it allows the customer to begin to associate our box store with our moving company, as they currently do not, are often confused with the order of our services.

Here's How We Reach The Next Level!

Late Marketing Strategy: Implementation Time (3-7months)

Elements of Late Marketing Strategy

• This portion of marketing strategy focuses on much larger investments in company growth, and takes a longer amount of time as our potential clients will spend large amounts of money. Because of this larger expense, a higher amount of trust is required in the relationship- especially one drawn out over a longer period of time- as will be dictated in the contracts we will use to negotiate the terms of these long term relationships. It also considers the efficacy of our current relationships with local charities and how to maximize the mutual benefit of those relationships.

• Within these contracts, considerations will include: • Time Length of Contract agreement of company to set Two Men and A Truck as their preferred mover • Specific Moves for which the company will enlist the help of Two Men and A Truck• An assessment of potential Risks involved in the agreement- considering not only the liability of Two Men

and A Truck, but also that of the partnered storage facilities and apartment complexes.• Terms will ensure that all parties are absolved from each other's individual risks and liabilities. • Any other necessary elements

Elements of Late Marketing Strategy Our Target Audience

• Large Businesses (B2B Sales) • Houston Colleges• The Military• Heavily visible Houston charity organizations

Elements of Late Marketing Strategy Reaching our Target Audience

• I. The most effective way to reach our target audience will be through a careful solicitation of each one. Great caution must be taken to ensure that sales representatives connect to each corporate and public entity quickly and bring with them a carefully prepared plan for their presentation. The essential logic for each sales representative is to blend into each environment, and to establish rapport with clients quickly. Each of these ventures should not be viewed as a short term "catch," if you will, but a long term relationship. Do not go in with the expectation of a sale on the first visit. Try 4-6 meetings, and plan accordingly to each one to slowly press the relationship further. Offer a trial move for them to rate their satisfaction with what they see. The rewards, if successful, will be a series of large moves guaranteed under contract, which will bring in a great deal of profit to the company.

Elements of Late Marketing Strategy Reaching our Target Audience

• II. The second portion of the plan to reach our late marketing audience involves the treatment of prospect university clients. These clients represent an especially large prospect for company growth for several reasons:

• 1) The sheer size and needs of any Houston university would make a moving contract with it extremely profitable. • 2) Along with the potential for a strong flow of income, a university contract would also bring with it new customer

markets. With the flourishing of a potential relationship over time, the growth of brand familiarity on campus would represent strong potential to collaborate with university officials in offering the moving service to parents, and even to students on campus. Potentially even box sales for student needs on campus. As we know them in this era, colleges have been home to a great deal of innovators and entrepreneurs. It would present a great benefit to them to have boxes to ship out their product readily available on campus.

• 3) Given even further growth and cooperation between universities and Two Men and A Truck, there would loom the possibility of obtaining greater visibility at university sporting events, and becoming a sponsor for other large student events.

• All of these factors work to increase brand visibility and familiarity, which in turn creates greater brand strength and loyalty.

Elements of Late Marketing Strategy Please observe the following examples• Success of A- Rocket Moving and Storage in Infiltrating

the college market and visible implementation of late market strategy at PVAMU and TSU.

• 1. http://pvpanthers.com/news/2015/8/24/FB_0824153704.aspx

• 2. http://www.tsu.edu/academics/colleges-and-schools/jesse-h-jones-school-of-business/jhj-bac-sam.php

Elements of Late Marketing Strategy

• III. The third and final portion of late marketing strategy involves considering the efficacy of our current relationships with local charities and maximizing the mutual benefit of those relationships.

• In the interest of mutual benefit, it is only right that in the light that mutually cooperating parties attempt to receive the maximum amount of benefit for each other on either end, that we, Two Men and A Truck, seek our own maximum benefit. If our current relationships with selected 401cs do not help us very much, yet profit the selected 401c well, then it is only right that we seek out one that does. This will maximize the visibility and impact of Two Men and a Truck through obtaining the proper connections and participating in much more visible charity events in Houston.

Marketing Budget

•Under $100!•Costs: • GoDaddy.com ($8-$10/year for ownership of multiple

websites) • Printing ($50-$80 for black and white flyers by 1,000s)

perhaps less• Guerilla Marketing initiatives (spray paint and stencils)

($20)

Sales Forecast: Marketing Strategy Results Projected

• As we are nowJan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

50K

50K

60K

70K

90K

125K

125K

125K

80K

90K

10K

10K

12K

14K

18K

25K

25K

25K

16K

18K

Nov

Drc

75K

60K

15K

12K

Month

Moving

Box Store

Sales Forecast: Marketing Strategy Results Projected

• After Marketing Strategy Implementation

Month

Jan Feb Mar April

May Jun Jul Aug Sept.

Moving

55K 55K 64.5K

80K 102.6K

141.2K

141.2K

140K

88K

Box Store

12K 12K 13.5K

17.3K

24K 31K 31K 31K 20K

Oct.

Nov.

96K

82.5K

20K

16.5K

Dec.66K13K

10%

10%

7% 15% 12% 13%

13%

12%

11%

7% 10%

11%

20% 20% 13% 24% 28% 27% 27% 27% 25% 25% 10%

11%

CONCLUSION

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