Gastite At The Crossroads

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Gastite At The Crossroads

• taking our story to the commercial markets
• Presented by
• David Allen
• McKinstry Company

2
TODAYS SESSION

• EXPLODE GASTITE ON MARKETS
• WHAT IT WILL TAKE TO WIN
• WHAT CLIENTS WANT
• HOW BRANDS GET BUILT
• GET A FEW GOOD IDEAS!
• AND HAVE SOME FUN

3
WHO IS THIS GUY?

• MY BACKGROUND
• MY COMPANY
• WHERE DID GASTITE MEET ME? (BAR!)
• GASTITE PRACTICE RUN AT MCKINSTRY
• HOW CAN I HELP?

4
The Gameplan

• Where are we with the product?
• Features Benefits
• Track Record embedded
• Do we believe?
• Are we the right REP?
• Are we committed?

5
The Gameplan

• Where is the low hanging fruit?
• Quick Wins?
• Best applications
• Where is Competition Vulnerable?

6
The Gameplan

• Understanding the food chain
• end users
• consultants
• contractors
• code officials
• field techs
• service techs

7
The Gameplan

• The pitch
• change innovation, get used to it!
• market re-capture
• green buildings
• support, certification, engineering
• new buildings, old buildings

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Going To Battle

• The Buying Cycle

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Different Folks, Different StrokesBuying Cycles
Traditional
Use/Exclusive
Use/Preferred
Use/Shared
Research
Awareness
Active Interest
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Different Folks, Different StrokesBuying Cycles
Modified
Premier Client
Use/Preferred
Use/Shared
Targets
Awareness
Prospects
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Going To Battle

• THE DEMON
• COMMERCIAL
• CONTRACTORS

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WORRIED?

• DONT BE,
• THESE GUYS NEED YOUR
• HELP TO BE
• SUCCESSFUL

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Who Buys What?

• PLAN SPEC PIPE SIDE CONTRACTOR
• ESTIMATORS
• PURCHASING DEPARTMENT
• PROJECT MANAGERS
• KEY FIELD STAFF

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Who Buys What?

• PLAN AND SPEC HVAC CONTRACTORS
• PURCHASING DEPARTMENT
• PROJECT MANAGERS
• KEY FIELD STAFF

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Who Buys What?

• DESIGN-BUILD CONTRACTORS
• SALES ENGINEERS
• ACCOUNT REPS
• SR. ENGINEERS
• PROJECT MANAGERS
• KEY FIELD STAFF
• PURCHASING DEPARTMENT

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Who Buys What?

• FULLY INTEGRATED CONTRACTORS
• SALES ENGINEERS
• ACCOUNT REPS
• SENIOR ENGINEERS
• PROJECT MANAGERS
• KEY FIELD STAFF
• SERVICE MANAGERS
• SPECIAL PROJECTS STAFF
• PURCHASING DEPARTMENT

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• SALES ENGINEERS
• PROVEN PRODUCT
• COST SAVING
• HURRY

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• ACCOUNT REPS
• INNOVATIVE IDEA
• COST SAVINGS
• EASY

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• PROJECT MANAGERS
• SCHEDULES
• COST SAVINGS
• LABOR SAVINGS
• PROBLEM SOLVING
• SEAMLESS

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• SENIOR ENGINEERS
• CODE COMPLIANCE
• DESIGN INTEGRITY
• FUNCTION
• RISK CONTROL

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• KEY FIELD STAFF
• PROVEN PRODUCT
• INNOVATIVE APPLICATIONS
• EASE IN USE
• LABOR RED FLAG
• TECH CERTIFICATION

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• SERVICE SALES MANAGERS
• TECH CERTIFICATION
• PROVEN PRODUCT
• CODE COMPLIANCE
• EASE OF USE
• INNOVATIVE APPLICATION
• LABOR SAVINGS

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• SPECIAL PROJECTS STAFF
• INNOVATIVE APPLICATION
• EASE OF USE
• COST SAVINGS
• LABOR SAVINGS
• FAST, FASTER, FASTEST

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WHAT DO THEY WANT?

• BUYING VALUES OF THE TARGETS
• PURCHASING
• PROVEN PRODUCT
• COST SAVINGS
• SERVICE
• LAST IN LINE

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TALE OF TWO BRANDS

• THE GASTITE BRAND
• VERSUS
• DISTRIBUTOR/WHOLESALER
• BRANDS

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TALE OF TWO BRANDS

• BOTH BRANDS ARE KEY
• BOTH GROW TOGETHER
• RELATIONSHIPS ARE KEY
• MUTUAL SUPPORT
• WIN-WIN ONLY

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Image and Your BrandKey Steps to Branding Your
Services
THE GASTITE BRAND AND YOU
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Image and Your BrandKey Steps to Branding Your
Services

• 1. Understand the Power of Branding
• Creating images
• Educating clients

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Image and Your BrandKey Steps to Branding Your
Services
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Image and Your BrandKey Steps to Branding Your
Services

• 3. Pick a Brand Strategy
• Define overall brand
• Carry throughout all company sub brands
• Manage within boundaries
• Company brand map

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Image and Your BrandKey Steps to Branding Your
Services

• 4. Define your Brand for the Long Haul
• Brand identity
• - Functional
• - Psychological
• Consistent delivery

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Image and Your BrandKey Steps to Branding Your
Services

• 5. Senior Management and your Brand
• Brands are key assets
• All staff in all departments contribute to
  brand-building

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Image and Your BrandKey Steps to Branding Your
Services

• 6. Communicating the Brand
• Brand position
• Consistently over time
• Portrays core identity
• Adjust to market changes
• Differentiate from competition
• Alter messages but dont abandon core identity
• Protect equity

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Image and Your BrandKey Steps to Branding Your
Services
7. Consistent Visual Imagery
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Image and Your BrandKey Steps to Branding Your
Services
8. Consistent Brand Messages in Different
Markets
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Image and Your BrandKey Steps to Branding Your
Services

• 9. Client Development
• Build brand position via marketing
• Communication/Key clients
• Brand loyalty

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Image and Your BrandKey Steps to Branding Your
Services

• 10. Protect Brand Identity
• Careful changes
• Refresh (new benefits)
• Erosion of brand equity

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QUESTIONS?

• COMMENTS, PERSECTIVES
• MORE DISCUSSION THIS WEEKEND?
• READY FOR THE BEACH?