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Marketing Tools(1)

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Marketing Tools(1)

    1 Draft Marketing Tools for FHWA TDT Marketing Activities

    Due to the scope of this Team’s task, it is appropriate to briefly review a general model of 2Highway Industry Innovation (TRB Report 256, p. 17), and the model is: successful research (typically an idea leads to experiments) leads to product development (including prototypes and

    leading to finished products or adapting products for specific needs) that results in technology

    implementation (with marketing activities; resulting in customer selection of product or service,

    and purchase) and some type of effectiveness analysis or review. Other more detailed models

    exist.

    Marketing Options for (Top 10) Technology

    Marketing tool Use? Don't Use? Comments

    Celebrate a special event: anniversary,

    milestone, open house

    Trade show participation

    Website (design for customers, also

    have a website marketing strategy)

    Customer newsletter (profile customers)

    Seminars/training/workshops

    Awards/customer recognition

    Exhibits

    Brochures

    Videos

     1 Prepare by:

    Marie Celeste Roybal Mark R. Chandler, PE, CMfgE Marketing Specialist Technology Transfer/Quality Engineer; Marketing

    Federal Highway Administration U.S. DOT - FHWA Wisconsin Division 19900 Governors Drive 567 D'Onofrio Dr. Olympia Fields, IL 60461 Madison, WI 53719-2814 Phone (708) 283-3522 office: 608-829-7514 Fax (708) 283-3501 fax: 608-829-7526

    mark.chandler@fhwa.dot.gov

    http://www.fhwa.dot.gov/widiv/index.htm

     2 “Managing Technology Transfer – A Strategy for the Federal Highway Administration” Transportation Research

    Board Special Report 256; 1999; page 5.

     1

    Special letters Surveys Survey results Posters/special displays/bulletin boards Interactive computer programs Focus groups Personal visits Direct mail Press release Joint presentations Giveaways Success Stories Fact sheets Fact book Q and A Employee community involvement Stories about employee community

    involvement Customer speakers’ bureau

    development and support Executives small group discussions

    (lunches) with customers Helping them get technical articles

    published Facilitated listening sessions (MRC

    staff and DO staff) Live webcast Newsletters Personal notes (thank you, etc.) Information on their technical area

    (“News you can use”)

     2

    3 Marketing Tools

     1. Celebrate a special event: anniversary, milestone, open house

     2. Trade show participation

     3. Website (design for customers, also have a website marketing strategy)

     4. Customer newsletter (profile customers)

     5. Seminars/training/workshops

     6. Awards/customer recognition

     7. Exhibits

     8. Brochures

     9. Videos

     10. Special letters

     11. Surveys

     12. Survey results

     13. Posters/special displays/bulletin boards

     14. Interactive computer programs

     15. Focus groups

     16. Personal visits

    17. Direct mail and e-mail

     18. Press release

     19. Joint presentations

     20. Giveaways

     21. Success Stories

     22. Fact sheets

     23. Fact book

     24. Q and A

     25. Employee community involvement

     26. Stories about employee community involvement

     27. Customer speakers’ bureau development and support

     28. Executives small group discussions (lunches) with customers

     29. Helping them get technical articles published

     30. Facilitated listening sessions (MRC staff and DO staff)

     31. Live webcast

     32. Newsletters

     33. Personal notes (thank you, etc.)

    34. Information on their technical area (“News you can use”) 435. Develop Product Brief (example: SHRP “Roadsaver” series)

    36.

     3 Includes information from former FHWA Midwestern Resource Center (8/10/00) marketing specialist Mary Carroll. 4 Mary Stringfellow handout from FHWA Marketing Workshop 12/98.

     3

    Technology Transfer Methods

    1) Technical summary

    2) Develop CD

    3) Promote the use of pilot projects to initial expose and deploy technology.

    4) Distance training methods (i.e., web-based; satellite, etc.)

    5) Employ FHWA’s Communities of Practice (CoP); see

    http://knowledge.fhwa.dot.gov/cops/FHWAKnow.nsf/intro

    6) Utilization of incentives such as implementation funds or other financial and 5 technical assistance.47) Involve a champion. 48) Field tests, demonstrations, pilot projects. 49) As early as possible, involvement of potential users. 410) Changes to standards and specifications.

    11)

    Marketing Methods

    1) Develop marketing plans. See Appendix 1.

    2) Involve product manufacturer or service provider.

    3) Utilize FAB technique to related a product or services Features, Advantages and Benefits 6to a customer or potential technology adopter.

     5 “Managing Technology Transfer – A Strategy for the Federal Highway Administration” Transportation Research Board Special Report 256; 1999; page 5. 6 Paul Busch and Stephen McDaniel “Highway Technology Marketing Workshop.”

     4

    References

    1) “Marketing Highway Technology and Programs,” Oct. 1990, FHWA. 2) “Advanced Tools for Technology Transfer in Transportation,” MnDOT Report No. 98-05;

    Dec. 1997.

    3) “The Federal Role in Highway Research and Technology,” Transportation Research

    Board Special Report 261; 146 pages, 2001. See

    http://trb.org/trb/publications/sr/sr261.pdf.

    4) “Technology Transfer, Evaluation, and Partnerships.” Transportation Research Record

    No. 1565; 28 pages, 1996.

    5) “New IDEAs for Highway Systems,” Transportation Research Board Annual Progress

    Report July 1998 June 1999; and for 2002 see

    http://gulliver.trb.org/publications/sp/nchrp-idea_report_2002.pdf. 6) “Transportation technology Transfer: A Primer on the State of the Practice;”

    Transportation Research Circular Number 488; 95 pages, May 1998.

    7) “Putting Research into Practice,” NCHRP Research Results Digest 225, 19pages, June

    1998.

    8) “Technology Transfer in Indiana” by INDOT and FHWA Indiana Division, 23 pages,

    circa 1994.

    9) “Marketing Highway Technology and Programs,” FHWA, 58 pages, Oct. 1990. 10) “Leveraging Technology and Innovation

    11) “Roles and Relationships- Roles and Relationships within a Reorganized FHWA,” at

    http://intra.fhwa.dot.gov/taskforces/lt&inv-4.htm.

    12) “R&D and Productivity – the Econometric Evidence,” by Zvi Griliches, the University

    of Chicago Press, 382 pages, 1998.

    13) “Marketing Essentials – Tools and Techniques for Success Innovation,” FHWA, 61

    pages, 2001.

    14) “Marketing Plan,” by Don Debelak, Adams Media Corp., 352 pages, 2000. 15) “Managing Technology Transfer – A Strategy for the Federal Highway Administration”

    Transportation Research Board Special Report 256; 1999.

    16) “Highway Technology Marketing Workshop Facilitating and Expediting Technology

    Transfer,” Paul Busch and Stephen McDaniel, 104 pages. 17) “FHWA Marketing Workshop,” by Mary Stringfellow, Dec. 1998 18) “A Primer on Consumer Marketing Research: Procedures, Methods, and Tools,”

    prepared for USDOT by J. Lappin, P. Figoni, and S. Sloan, 61 pages, March 1994. See

    http://www.itsdocs.fhwa.dot.gov/jpodocs/repts_te/5gr01!.pdf.

     5

    Appendix 1

     7 for _________________________________________________ A Marketing Plan

    (Name of Program or Effort)

    __________________ (Date)

    developed by ____________________

    Phone number:

    e-mail:

I. Introduction

     A. Problem/need addressed by this effort

     B. Description of the project or effort

II. Situation analysis

     A. Background profile

     B. Product or service profile (features, advantages, disadvantages)

     C. Market profile

     1. Market characteristics and segments

     2. Key Players in the decision-making process

     a. Deciders -

     7

    Marketing template prepared by and courtesy of: Modified by Mark Chandler, FHWA WI Div., 7/23/01:

    Kathleen Bergeron Mark R. Chandler, PE, CMfgE Marketing Specialist Technology Transfer/Quality Engineer; Marketing FHWA Western Resource Center U.S. DOT - FHWA Wisconsin Division 201 Mission St - Suite 2100 567 D'Onofrio Dr.

    San Francisco, CA 94105 Madison, WI 53719-2814 Office: 415-744-2613 office: 608-829-7514 E-mail: kathleen.bergeron@fhwa.dot.gov mark.chandler@fhwa.dot.gov

    http://www.fhwa.dot.gov/widiv/index.htm

Permission given for use and for modification of this document.

     6

     b. Influencers -

     c. Users -

     C. Opportunities and barriers

     1. Outside WisDOT

    a. Existing opportunities which should enhance the marketing of this

    program

     b. Existing problems which may hinder the marketing of this

     program

     2. Inside WisDOT

     a. Existing strengths which should enhance the marketing of

     this program

     b. Existing weaknesses which may hinder the marketing of

     the program

III. Goals and Objectives

     A. Long-term goals and objectives for marketing this program or effort

     B. Short-term goals and objectives for marketing this program or effort

     C. Marketing strategy

     D. Target markets

     E. Recommended communication methods

     1. Non-personal methods (audio-visuals, brochures, newsletters,

     printer promotions, newspaper and magazine articles,

     publicity, research reports, etc.)

     2. Personal methods (exhibits and presentations at conferences,

     direct technical assistance, demonstration projects, personal

     promotion, training courses, etc.)

     F. Potential funding source for this effort

     G. Goal-oriented, time-phased activity schedule and role players

     7

     H. Action items and dates

    Action Item Date

    1.

     ?

     ?

    2. 3.

     I. Follow-up Plan

     J. Criteria to measure effectiveness and accomplishments

     8

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