Product – Our physical product produced is springs and wire forms made to the specifications of our customers. So that potential customers and customers have a better understanding of our capabilities, Katy Spring provides a photo presentation of springs and wire forms (products) weâ€™ve produced for other customers via marketing media such as our website and brochures.
Place – Katy Spring markets services all over the world. To that end we are a service company that manufactures our customer’s parts. In terms of marketing our services, we primarily advertise on the web, through manufacturer’s representatives (independent contract sales personnel) for national sales coverage, direct sales (sales personnel that work for the company directly) for local coverage and referrals.
Price – For each custom order, the price is based on an estimate; the estimated cost we think it will take to make the customer’s part is the price Katy Spring quotes to the customer. Pricing is not necessarily a marketing tool. Katy Spring informs its customers about potential cost savings with their associated spring and wire form components via our estimators and sales personnel. This can be accomplished in many ways, among them include, reengineering their current part to lower cost, sourcing their part with another manufacturer that has capabilities to manufacture the part faster, or finding more efficient ways to produce parts through trial and error.
Promotion – Katy Spring promotes through e-mail and direct mail campaigns. The key to promotion is to make sure the material gets into the hands of an influencer or decision-maker. We’ve found by test marketing, marketing material sent via mail to a department, not a person is very ineffective. Katy Spring views a promotional e-mail or mail campaign as a name-awareness campaign. The idea is to keep our name in front of decision-makers at least 3-4 times a year. Some of the marketing material may sometimes contain business-related information; many times it’s just interesting or funny material, not related to business.