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Power Marketing: Choosing Your Customers

机译：电力营销：选择客户

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In 1993, a good friend of mine and fellow auto salvage business owner DL Fitz opened a new location about 60 miles south of his family's existing locations, near Tacoma, Washington. Traffic there made delivering parts on time difficult. In response, a new facility at Graham was added to speed deliveries. DL created a marketing plan that outlined how they would attract retail and wholesale business in the Graham area. As part of the plan, they advertised on the back of buses because the slow-moving traffic would allow plenty of time for their ads to be seen. They failed to consider, however, that wholesalers were accounting for most of the volume that the Graham facility was adding at the time, which came as a result of reliably and promptly delivering excellent quality parts. The back-of-buses campaign was expensive and yet the retail market in that locale did not yield the gains they anticipated. Retail generally provided fewer hits per dollar spent; the market was too broad. They were broadcasting to everyone by virtue of the bus ads. No primary customer had yet been identified.
机译：1993年，我的一个好朋友和汽车打捞企业的老总DL Fitz在华盛顿州塔科马附近，在他家人现有地点以南约60英里处开设了一个新地点。那里的交通使按时交货零件变得困难。作为回应，在格雷厄姆（Graham）增设了新工厂以加快交货速度。 DL制定了一项营销计划，概述了他们将如何吸引Graham地区的零售和批发业务。作为该计划的一部分，他们在公交车的背面进行广告宣传，因为交通流量缓慢将使他们有足够的时间来观看他们的广告。但是，他们没有考虑到批发商是Graham工厂当时增加的大部分产量的原因，这是可靠，迅速地交付优质零件的结果。公交车促销活动的成本很高，但该地区的零售市场并未获得他们预期的收益。一般而言，零售业每花费1美元，提供的点击率就会降低；市场太广阔了。他们借助公交广告向所有人广播。尚未确定主要客户。

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