MGMT 370: Training Allies, LLC
Reorganizing Marketing Strategies of Training Allies
“Seizing Opportunities in the Market”
Marketing Team B
Aezat Amin, Yili Wang, Nhu Nguyen, Jesse Quave
Table of Contents
Defining the Challenge
Problem: The current business performance of Training Allies in online training services isn’t responding as much as expected even though it is highly demanded in consumer electronics.
Cause: Training Allies lacks in marketing approaches and brand awareness in offering and delivering its online training services to many other potential clients.
Answer: Rebuild and expand social media platforms, take opportunities with other big companies, get exposed with a specific niche in the market and get involved with social networking events.
Net Benefits: Our solutions should improve performance, increase revenue growth and build competitive advantage of Training Allies because we make analysis based on current real-life examples in the industry.
Process and Timeline
| Deliverable Task and Activities | April 2017 | May 2017 | June 2017 | Target End |
Phase 1: Market Analysis and Problem Identification
| | | | April 20th | |
Phase 2: Market Research
| | | | May 4th | |
Phase 3: Gather, Organize and Analyze Data
| | | | May 18th | |
Phase 4: Assessment Completion and Solutions Development
| | | | May 31st | |
Phase 5: Reporting Project Findings
| | | | June 8th |
Process and Timeline
The Three Marketing Strategies
DELIVERY CAPABILITIES
ONLINE STRATEGY
GROWTH & RETENTION
Source: 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm, Hingemarketing.com
Two strategies to improve Stage 1, 2 & 3; Visibility, Reputation, Client Base.
→ Attract Prospects
→ Build Engagement
→ Turn Opportunities into Clients
ONLINE STRATEGY
Social Media Marketing Strategy
Scope of Evidences:
Solutions:
Hire undergraduate students majoring in journalism, communications, marketing, or with social media background.
Google AdWords Cost
Website Rebranding
Website Retitle: “Training Allies by Dave Chace”
Other improvements:
Why BestBuy is a good client?
Past clients have positive comments on the training result (Azoine Unlimited)
Enable members to reach to customers effectively
Strong ability of training on consumer electronics and home integration
Efficient to increase the sales amount
What we have and what they need
Marketing share continued to fall down since 2010 and decreased to 20%
CEO Hubert Joly plans to apply more resources on retailers’ training due to the decline
BestBuy demands professional training on their electronics for the employees from 2016
Two Opportunities to take BestBuy as Client
Background: Bestbuy failed in the European and Chinese market in 2010-2014, and the CEO, Brian Dunn has the plan to enter the market again. Training Allies can offer great technique support for them with the help of both sales and product technology.
Background: BestBuy invests 50,000 hours of employee training to attract Windows 8 customers in 2012 and have a program called “Geek Squad”.
Oversea Training Opportunity
New Versions Training
Overseas Training New version training
Establish international training program
Customizable services based on local culture
Get resources from the retailers
Learn the new system early
Always enable to offer services in time
Prepare earlier before the product was launched
Find the demands of local customers
Offer services for retailers if we failed to work with headquarter.
International programs is necessary for continuing oversea development
Effectiveness and timeliness
Advance preparation for the clients
Nest is losing marketing share compared with their competitors
Nest having been acquired by Google is struggling to meet the demands of the market. Training Allies is a great fit to support them with the help of both sales and product technology.
Training allies can give both thermostat and home camera technical support, training them on technology and selling in the U.S. market.
Nest sells B2B. Linking up with Nest would mean access to a variety of other companies like Lowe’s, Best Buy and Google.
Potential Customer: Nest
Marketing strategies to increase competitiveness:
GROWTH & RETENTION
Building relationships
74% of event attendees had a more positive opinion about companies after having attended events (Event Track study, 2015)
Getting message across without distraction
Endless amounts of online contents can prevent audience from fully absorbing your messages.
Events’ attendees are different as they're already more engaged than the average online lead.
That gives you a huge opportunity to deliver content that aligns with your message to an audience that's actually paying attention.
In-Person Events
B2B Networking Events: Since Training Allies’ clients are mostly B2B organizations, it’s crucial to join B2B Networking events in the area to share about the company and its services as well as to reach out and make connection with other businesses.
Upcoming B2B Networking Events in Philadelphia area:
Up to 30 events in the area can be found by typing B2B Networking in the Search engine of the website meetup.com (http://www.meetup.com/topics/b2b-networking/us/pa/philadelphia/)
Eventbrite.com is also a source to locate upcoming events that might be related
Building credibility as an expert in a particular niche allows the program, marketing messages and more to be altered to cater to the specific needs. Eventually, this builds credibility as the service to go to in this particular industry.
For example, for a refrigerator manufacturer to have their refrigerator sold at Best Buy, they need to have a salesperson who understands how their products work while at the same time know how to promote and sell a product. Training Allies could focus on this niche and be the go-to service for manufacturers wanting to have their salesperson trained.
Focusing on a Niche:
Residential Industry
Final Recommendations
Conclusion
If we could have more time, we would perform more researches of PR companies that could establish marketing efforts for Training Allies. We would need to find what would they offer at what cost.
We would also look for suitable B2B events that provide opportunities for Training Allies to participate.
References
https://www.fastcompany.com/3029349/nest-expects-to-make-more-from-data-than-thermostats
https://www.entrepreneur.com/article/239638
https://www.b2binternational.com/publications/six-steps-to-b2b-customer-experience-excellence/
http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
https://www.theatlas.com/charts/S1lYLewH
http://www.businessinsider.com/best-buy-europe-2011-11
http://www.usa.philips.com/healthcare/product/HCM5066A/heartstart-onsite
https://trainingmag.com/trgmag-article/2o15-training-industry-report
https://www.theverge.com/2016/6/7/11874670/nest-founder-tony-fadell-leaving-google-alphabet
https://rctom.hbs.org/submission/nest-turning-up-the-heat-on-b2b-innovation-too/