The plan proposes early marketing strategies like improving their website and social media presence to generate new customers. It then discusses later strategies like targeting large businesses, universities, and the military for long-term moving contracts. The plan also considers maximizing relationships with charities by partnering with ones that can provide more visibility for the moving company.

1. 2016: 'Moving' Forward
TWO MEN AND A TRUCK(Houston Branch: Chimney Rock)
Marketing Plan Proposal

2. What Brand Would You Miss?
• Given the hypothetical scenario in which one of the most famous world
brands simply fails or disappears over a period of time, which one of those
would you truly miss?

3. WHY is this?!

8. Dr. Philip Kotler is the S.C. Johnson & Son Distinguished
Professor of International Marketing at the Northwestern University
Kellogg Graduate School of Management in Chicago. He is hailed
by Management Centre Europe as "the world's foremost expert
on the strategic practice of marketing."
3 Levels of
Marketing

16. Houston Marketing Strategy 2016

17. Situation Analysis
• Strengths: Little to no box store competition
• Quality movers
• Largest range of service (Nationally larger than all competitors
• Well Established
• Centrally Located in an upper class area
• Charitable

18. Situation Analysis
• Weaknesses: No online or print catalogue of inventory
• Customers are not aware of our local presence
• Low digital presence/ tough to find online
• Not capitalizing on Anchorbox customer base traffic
• Smaller inventory than Anchorbox
• Low Yelp ratings
• Smaller in local size than other competitors
• Insufficient Moving Staff

19. Analysis of Our Competitors
Box Store
• Anchor Box
• ½ Price Boxes
Moving
• 3 Men Movers
• H-Town Movers
• ABC Movers
• JT Melia
• Top Movers

20. Condensed List of Competitor Strengths
Box Store
• Online and Print Catalogue
• Online Ordering Service (but not
delivery)
• Larger Inventory
• Lower Prices
Moving
• Larger Local Size
• Higher Ratings
• Possession of Storage Facilities
• Lower Prices
• Celebrity Clientele

21. Here's How We Beat Them All!
Early Marketing Strategy: Implementation Time(2-3 Months)

22. Elements of Early Marketing Strategy
*Suggestions all based on customer feedback
• Digital Content Cosmetics
• I. Modify TWOMEN website to include:
• An online catalogue
• Online box ordering service
• A section that informs customers that we WILL deliver orders above or at $100 to their homes
• II. Drive Greater Website Traffic through the use of:
• Google Ad Words
• GoDaddy.com
• III. Effectively use Digital Social Mediums to create Brand Publicity and generate new customers
• This will be accomplished by inserting the 2 men Brand into relevant trending topics/ conversations
• Creating viral content
• Increasing 2men's digital presence by increasing frequency, tact, and quality of social media marketing involvement

23. EXAMPLES OF GOOD
CONTENT
MARKETING!

24. Elements of Early Marketing Strategy
Box Store
• Target Audience: Crafts Stores,
Small Businesses, Heavily focused
on Customers in Affluent Areas
Moving Side
• Target Audience: Customers in
Affluent areas, Small Businesses,
Large Businesses

25. Elements of Early Marketing Strategy
Reaching our Target Audience
Box Store
• Through the distribution of flyers, emails, and
social media content- we inform the customers in
affluent areas of our packing starter kits and
delivery service.
• Through the distribution of flyers, emails, and
social media content- we inform small businesses
of our store catalogue and delivery service
• List of targeted affluent areas:
http://www.houstonproperties.com/houston-
neighborhoods/most-expensive-houston-
neighborhoods
Moving
• Through the solicitation of these affluent areas primarily
to inform the customer of packing starter kits, sales that
proceed from these ventures will transfer into moves. As
customers first look for boxes and then a mover, so our
phone representatives will guide the customer to make
the right choice for a mover in the next step. A.k.a US!
• Establishing a Triumvirate Partnership between large
local storage facilities, Apartments, and our own
company for the sake of bettering each other's business
and solidifying Two Men and a Truck's Houston
presence. This will enhance our company's Houston
influence and create a larger customer base.

26. Elements of Early Marketing Strategy
Benefits of the Grassroots Approach
• In a Houston moving market saturated with ads for movers on nearly every corner,
the grassroots approach to advertising only packing starter kits allows the customer
to focus on a new service with little to no advertising competition for it. In addition
to the attention that our advertising strategy will take up, the strategy also functions
as a hidden selling point for our moving company. This is advantageous because it
1) creates much more effective advertising for the moving company, because
customers can actually pay attention to the moving service 2) it allows the customer
to begin to associate our box store with our moving company, as they currently do
not, are often confused with the order of our services.

27. Here's How We Reach The Next
Level!
Late Marketing Strategy: Implementation Time (3-7months)

28. Elements of Late Marketing Strategy
• This portion of marketing strategy focuses on much larger investments in company growth, and takes a longer amount of
time as our potential clients will spend large amounts of money. Because of this larger expense, a higher amount of trust is
required in the relationship- especially one drawn out over a longer period of time- as will be dictated in the contracts we
will use to negotiate the terms of these long term relationships. It also considers the efficacy of our current relationships
with local charities and how to maximize the mutual benefit of those relationships.
• Within these contracts, considerations will include:
• Time Length of Contract agreement of company to set Two Men and A Truck as their preferred mover
• Specific Moves for which the company will enlist the help of Two Men and A Truck
• An assessment of potential Risks involved in the agreement- considering not only the liability of Two Men and A Truck,
but also that of the partnered storage facilities and apartment complexes.
• Terms will ensure that all parties are absolved from each other's individual risks and liabilities.
• Any other necessary elements

29. Elements of Late Marketing Strategy
Our Target Audience
• Large Businesses (B2B Sales)
• Houston Colleges
• The Military
• Heavily visible Houston charity organizations

30. Elements of Late Marketing Strategy
Reaching our Target Audience
• I. The most effective way to reach our target audience will be through a careful
solicitation of each one. Great caution must be taken to ensure that sales
representatives connect to each corporate and public entity quickly and bring with
them a carefully prepared plan for their presentation. The essential logic for each
sales representative is to blend into each environment, and to establish rapport with
clients quickly. Each of these ventures should not be viewed as a short term "catch,"
if you will, but a long term relationship. Do not go in with the expectation of a sale
on the first visit. Try 4-6 meetings, and plan accordingly to each one to slowly press
the relationship further. Offer a trial move for them to rate their satisfaction with
what they see. The rewards, if successful, will be a series of large moves guaranteed
under contract, which will bring in a great deal of profit to the company.

31. Elements of Late Marketing Strategy
Reaching our Target Audience
• II. The second portion of the plan to reach our late marketing audience involves the treatment of prospect
university clients. These clients represent an especially large prospect for company growth for several reasons:
• 1) The sheer size and needs of any Houston university would make a moving contract with it extremely profitable.
• 2) Along with the potential for a strong flow of income, a university contract would also bring with it new customer
markets. With the flourishing of a potential relationship over time, the growth of brand familiarity on campus would
represent strong potential to collaborate with university officials in offering the moving service to parents, and even to
students on campus. Potentially even box sales for student needs on campus. As we know them in this era, colleges have
been home to a great deal of innovators and entrepreneurs. It would present a great benefit to them to have boxes to ship
out their product readily available on campus.
• 3) Given even further growth and cooperation between universities and Two Men and A Truck, there would loom the
possibility of obtaining greater visibility at university sporting events, and becoming a sponsor for other large student
events.
• All of these factors work to increase brand visibility and familiarity, which in turn creates greater brand strength and loyalty.

32. Elements of Late Marketing Strategy
Please observe the following examples
• Success of A- Rocket Moving and Storage in Infiltrating the college market
and visible implementation of late market strategy at PVAMU and TSU.
• 1. http://pvpanthers.com/news/2015/8/24/FB_0824153704.aspx
• 2. http://www.tsu.edu/academics/colleges-and-schools/jesse-h-jones-
school-of-business/jhj-bac-sam.php

33. Elements of Late Marketing Strategy
• III. The third and final portion of late marketing strategy involves
considering the efficacy of our current relationships with local charities and
maximizing the mutual benefit of those relationships.
• In the interest of mutual benefit, it is only right that in the light that mutually
cooperating parties attempt to receive the maximum amount of benefit for each
other on either end, that we, Two Men and A Truck, seek our own maximum
benefit. If our current relationships with selected 401cs do not help us very much,
yet profit the selected 401c well, then it is only right that we seek out one that does.
This will maximize the visibility and impact of Two Men and a Truck through
obtaining the proper connections and participating in much more visible charity
events in Houston.

34. Marketing Budget
•Under $100!
•Costs:
• GoDaddy.com ($8-$10/year for ownership of multiple websites)
• Printing ($50-$80 for black and white flyers by 1,000s) perhaps less
• Guerilla Marketing initiatives (spray paint and stencils) ($20)

35. Sales Forecast: Marketing Strategy Results
Projected
• As we are now
Jan Fe
b
Ma
r
Ap
r
Ma
y
Jun Jul Au
g
Se
pt
Oc
t
50
K
50
K
60
K
70
K
90
K
125
K
125
K
125
K
80
K
90
K
10
K
10
K
12
K
14
K
18
K
25
K
25
K
25
K
16
K
18
K
No
v
Dr
c
75
K
60
K
15
K
12
K
Month
Moving
Box Store

36. Sales Forecast: Marketing Strategy Results
Projected
• After Marketing Strategy Implementation
Mont
h
Jan Feb Mar April May Jun Jul Aug Sept.
Movi
ng
55K 55K 64.5K 80K 102.6
K
141.2
K
141.2
K
140K 88K
Box
Store
12K 12K 13.5K 17.3K 24K 31K 31K 31K 20K
Oct. Nov
.
96K 82.5
K
20K 16.5
K
Dec
.
66K
13K
10% 10% 7% 15% 12% 13% 13% 12% 11% 7% 10% 11%
20% 20% 13% 24% 28% 27% 27% 27% 25% 25% 10
%
11%

37. CONCLUSION
3.0