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International Hydrolytics Ltd.
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Marketing
MARKETING
PRIORITIES
MARKETING
STRATEGIES
MARKETING
REPRESENTATIVES
MARKETING
TECHNIQUES
IHL will make
effective use of modern high technology marketing methods, e.g., multi-media
presentations, videoconferencing, and the internet, as well as of the full
range of proven techniques such as direct mail, teleconferencing, advertising,
public relations, community relations, membership in professional associations,
and participation in trade shows.
Direct Mail
IHL will use
direct mail in the form of 10-15 minute videos, short AHC technical notes, and
single-page announcements, specially prepared for chairmen and presidents of
targeted companies, to provide the widest range of penetration within each AHC
technology market segment. Once an interested client has been identified, IHL's
direct mail follow-up response will involve shipping standard sets of generic
AHC material samples together with a brochure of technical information, test
reports, and license/patent details.
Teleconferences/Videoconferencing
To ensure that
clients' needs are promptly evaluated and fulfilled, IHL's marketing staff
will, whenever possible, use teleconferencing and/or videoconferencing for
highly tailored and specialized personal interactions.
Travel
On an as-required
basis, IHL will travel to prospective clients' facilities, which is necessary
for first-hand evaluations to fully assess the potential of AHC technology in
specific applications.
Advertising
IHL's planned and
balanced approach to advertising includes: e-mail address and web site on the
World Wide Web; marketing and capabilities brochures; and a uniform media mix,
e.g., The Wall Street Journal, The Economist, consumer magazines, trade
publications, and, where appropriate, newspapers.
Public Awareness
IHL will take
maximum advantage of every opportunity to publish articles relating to AHC
technology in magazines and trade publications. International/national/regional
exposure will result from televising newsworthy items concerning IHL's joint
venture partners. In any event, the ultimate national publicity and exposure
will derive from the "Companies That Care" campaign through televised
interviews and/or extremely newsworthy press releases.
Trade Shows
As new and unique
AHC products become marketable, IHL will use this expensive, but effective,
means of exposure to gain personal contacts in domestic and foreign markets. In
this regard, personal introductions from industrial development organizations
and economic development services will provide excellent leads for the trade
shows circuit.
Market Research
IHL will rely on
professional marketing firms for comprehensive and reliable reports on specific
markets, product trends, forecasting, promotion, communication, channels, price
issues, distribution, sales presentations, surveys, and tables of pertinent
data. In addition, statistical data and technical publications relevant to a
particular market segment or field will be obtained from such reference sources
as: Encyclopedia of Associations; National Trade & Professional
Associations of the United States; The United States Government Manual; Guide
to Special Issues and Indexes of Periodicals; the Standard Periodical
Directory; and Environmental Protection.
MARKETING
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Copyright © 2001 International Hydrolytics Ltd.