Yanmar Engines will be taking on several engine shows over the next several months. It has become necessary to put together a media plan to help put everything in perspective, and to help the employees through the work that it will take to make the trips successful. The following discusses the IMC message, the target audience, and the tools necessary to make the message work for the customer base. The most important message that can be made for the IMC, is that Yanmar needs to become just as successful as their competitors (such as Caterpillar, Cummins and John Deere). The message needs to promote an understanding that Yanmar puts customers first; they understand the needs of a “just-in-time” consumer, and the company will do whatever it takes to become the “go-to company”. The message needs to go to the public before trade shows by way of magazine ads and ads on particular websites, to begin with. For a typical trade-show advertising package, a complete internet marketing package, including SEO overhaul of website, Social Media Marketing (SMM), and monthly SEO/SMM training, excellent for medium to large websites, would start at $1,500 per month for a six month contract ($18,000/year). The cost is a bit high, however this gives major exposure, as the magazine is read by the consumer base you are trying to get. The use of social media is also very popular, and in some cases, the price is very minimal, if you have a co-worker set up information on their work time. Have a co-worker (a marketing executive or intern would be best) fill in information on social media sites such as Twitter, Facebook, LinkedIn or Google Plus. Have the worker check the sites multiple times a day and answer questions those consumers or “fans” might have, and make sure that schedules for shows are kept up on each page. Take suggestions from people that come to the site (suggestions such as site changes, updates, changes to show exposure, etc.). If you take the advice of the consumer, the brand will grow with this information alone: it shows you want to listen to the customer, and they appreciate that. The tone of Yanmar’s message does not have to be stern, but it does have to prove that the company is ready to take on the bigger engine manufactures, and become bigger themselves. The tone must give the impression to the consumer that Yanmar is ready to become one of the most important engine manufacturers, and they are ready to tackle whatever projects are given to them. Any weak statement is a sign that the company is not ready, and the message would have to be re-stated. The message is different, because companies like Caterpillar and Cummins have already established themselves as the bigger customer, so they are trying to stay where they are; Yanmar chipping away at their business makes for a strong showing that they are ready to take on new business. The matrix is somewhat light in information and cost; however with the emphasis being put on trade shows, the cost would be light for this reason. The cost would be associated with the recording of an infomercial type show that would be viewed by consumers at shows. This way, if a sales person or engineer is busy with other people, consumers could view the video to get a better understanding of the video. The banners would show the history of the company, as well as the future they hope to have. In conclusion, these are just a few of the steps that Yanmar is taking to become a “next-level” company. The future is bright for the company, and the hope is that they will settle in for a profitable next few years.

Reference:

Trade Show SEO (2012). Retrieved from the World Wide Web November 5, 2012, from http://www.tradeshowseo.com/packages-and-pricing/