Marketing advice needed

[johnelliott]

A good friend of mine is a talented engineer. He imports, modifies and builds engines. For the last couple of years he has been specialising in one particular type, and is now ready to make some sales. Trouble is, when it comes to marketing his stuff you can see why in a large company he would be locked in the back room doing engineering stuff while other people sold the produce.
I've advised him to go to the library and get some books on marketing. He needs to learn how to identify his target market, how to reach them, how to make the sale. As he not really a library visiting type of guy, does anyone know of any web address where he could get some useful info?

John

[daydreamer]

Advertise on PH

Don't know much about this, but I guess that people that would buy his engines would be race car / high performance component car builders / buyers. Therefore clubs like the Ultima club, and equivalent racing organisations would be a good start. Talk straight to the customers, possibly in some sort of advotorial format. Also look at how competitors do it (American Speed etc.)

Usual rules apply -> work out who you want to tell, then tell them effectively. Usually the first part of the mix that is the hardest.

Sorry - just re-read your post - no link I'm afraid. Surely he has been building his engines with a particular market - or application anyway - in mind. This should make identifying the target market reasonably simple?

[Big_M]

He could try the CIM (Chartered Institute of Marketing) web site www.cim.co.uk as a starting point. I work for a company of structural and civil engineers to do their marketing and have just finished doing a Marketing Diploma. If you want to email me through my profile I might be able to help him make a start.

[johnelliott]

daydreamer said:
Surely he has been building his engines with a particular market - or application anyway - in mind. This should make identifying the target market reasonably simple?

He's been developing the engine with 'anybody who wants one' in mind. I've suggested to him that that attitude is a little too vague, and that what he needs to do is target one particular group of engine users and direct his efforts at them.
I think that his main problem is that up til now he hasn't wanted to do installations, but I reckon that people who can afford decent engines probably don't have the time (busy IT professionals? merchant bankers?) or the inclination or maybe even the facilities to do their own installations, and that he is simply going to have to offer an inclusive service. In other words, all he should ask of his customers is their money, not that they should have a well equipped garage, plenty of tools, time etc etc.
We've been arguing about this for the last couple of years and I think he now realises that I'm right

It would make this question simpler if I could say what sort of engine it is and which car it is aimed at but I don't have his permission yet so had better talk in general terms at this stage

John

[regmolehusband]

One thing's for sure, he's not going to be able to do it successfully on his own.

I have some spare time, some capital and a background in the marketing of technical products.

I think it would be worthwhile us having a chat at least. If I don't want to get involved (or he doesn't want me to) then I'm sure I could give him some pointers at least.

Perhaps you could ask him to e-mail me with his location and tel. no?

[johnelliott]

Thanks, Reg, I've passed your reply on

John

[andymadmak]

I don't mind helping too.
I have a sales/marketing back ground in selling tech for lots of money to non tech people. I have also produced brochures, videos, cd rom etc.
Cheers
Andy 400se

[Size Nine Elm]

If he's serious about being in business, then talking to local 'enterprise' bodies could be useful - Chamber of Commerce, etc, and they can usually provide ideas/funding/contacts for market research/marketing etc - even for a one man outfit.

[davidd]

Tell him to get his arse along to his local business link. They are there to help.

D.

[johnelliott]

My friend asks me to says thanks for all the help and advice received.
The reason he isn't posting this himself is that if he did it might seem that he was touting for sales.

John