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so· lu· tion \se-’lü-shen\: An action or process
of solving a problem. A set of values, of the variables that satisfy an
equation.
The fact that
we look at a half glass of water as half full and not half empty gives us the
fundamental advantage to look at advertising and marketing problems as merely
challenges that call for a need to compete as marketers in an action or process
designed to overcome the challenge thus, a “solution”.
Challenge: Branding
Solution: First, educate
ourselves to the intricacies, advantages and qualities of the brand. Second,
through our race and show activities, contact our many fans and followers
causing a process of establishing and managing the images, perceptions and
associations that the consumer applies to the product.
Challenge: Positioning
Solution: Use the entire racing
operation along with our experience in business and marketing to collaborate
with our marketing partner in creating an image for the product in the minds of
the people to whom we are attempting to sell the product.
Challenge: Communications
Solution: Through print and
word-of-mouth engagements (web-site, e-mail, flyers, brochures, speaking at
race-car showings, special gatherings and visits to distributors), try to
create an awareness and attitude that will cause an “intent to purchase” for
the consumer.
Challenge: Property Activation
Solution: Use our knowledge of resource management to not only assist but
become PRO-ACTIVE in the property activation process. We no longer seek to sell
the product but rather give the consumer the desire to buy it.
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