Masonry Magazine September 1978 Page. 28
A LOT OF
SCAFFOLDING
FOR YOUR
MONEY
For the complete Deal Line of scaffolding and accessories Call Toll Free (800)523-9468; In Pa. Call Collect (215)258-6244. Or, write. Request Catalog 176 DEAL DEAL PRODUCTS, INC 27th & Dearborn Streets, P.O.Box 667, Easton, Pa. 18042
Save Energy
BUILD A BETTER FIREPLACE or IMPROVE EXISTING FIREPLACES With CHIM-A-LATOR.
AIR-TIGHT CHIMNEY DAMPER
Eliminate cold draft complaints
Eliminate downdraft back-smoking
Easy to install and operate
Life time quality appliance for fireplace
AND
AIR-A-LATOR
FRESH AIR INTAKE
Supplies outside air for complete combustion
Eliminates need to open window
Parks up dying fire
Controls rate of burning
Write for free catalog
the CHIM-A-LATOR
8824 Wentworth Avenue South-Minneapolis, Minnesota 55420
since
19691
MARKETING AND MASONRY
continued from page 27
market level on up to reflect more accurately the differences which occur almost invariably in opportunity, brand development, consumer targets, competitive standing, selling strength and communications alternatives as we go from one major metropolitan area or region to another.
This is not to say that there should be no national umbrella holding the whole effort together. Without a central campaign, without a readily identifiable family resemblance, coordination and assistance, a lot of inefficiency and working at cross-purposes all too often occurs.
But modern, sophisticated marketing recognizes that all business is local and that healthy cooperation at each level in the chain-manufacturer to processor to distributor to retailer-provides optimum power against a given market target.
Cooperation at Various Levels is Vital
As I begin to learn a bit about your industry and your association, I sense that this cooperation among your various national, regional and local levels is a very real and vital thing-witness this meeting here this week in New Orleans. Your challenge is to make sure this intent and effort all work harmoniously and intelligently together.
Permit me to close by re-stating a few points I believe are pertinent to the balance of this meeting. First, be as objective and honest as possible about those characteristics your product and your craft bring to the construction industry. Where you're at parity or below, recognize the difficulty and don't try to make believe it doesn't exist. You can't be all things to all people at all times. But where you have a unique competitive advantage, sell that strong point as powerfully, pertinently and efficiently as possible.
Second, do everything you can to understand your prospects, influencers and decision-makers-who they are and what they're really thinking and doing, right now. More major marketing disasters have been caused by business people living in a "fool's paradise" than we might imagine. Your own research program is. I'm sure, a major move in the right direction here.
Third, identify and work to understand the competition, both direct and indirect. No market proposition exists in a vacuum and it's absolutely essential to recognize fully the trade-offs that are going on all the time among your prospects and their advisors. You must know:
When they select masonry over an alternative, why? When they choose a competitor over you, why?
Absolutely true, objective and complete answers to these questions, without self-delusion, are the bedrock input of any market planning.
Complex Interplay of Publics
Fourth, don't oversimplify the job to be done. As we've noted so far, you have a complex interplay of publics with which to deal; an unusual and varied product and craft line; a long history of preconception and misconception to work with and against; and a series of formidable influences both in business and government to educate and to persuade.
But some of the background material I've had the opportunity of studying these past few weeks and some of the resources, personalities and talents of IMI tell me you've got plenty of ammunition and the willingness to use it.
Your enthusiasm and vision in getting together to apply good, modern marketing management disciplines is commendable and exciting. I congratulate you on your accomplishments so far and wish you much further success and achievement in the future.