We've all heard the stories about entrepreneurs who start a firm that becomes wildly successful. Subsequent memoirs disclose the ``fact'' that they pulled off the whole thing by faking it. No plan, just good old-fashioned seat-of-the-pants instinct.
Reality check: That makes for a great read, but unfortunately the real world dictates that without a plan, your firm's chance of riding that hit parade is next to nil.
Let's be honest. The plastics industry has grown up around manufacturing and engineering. Marketing has not been a key part of the mix. But industries change. They get crowded. Suddenly, technology doesn't have the ability to drive the industry as it once did. This is when the industry shifts into the marketing stage.
This is where I see the plastics industry today. Firms are realizing they need a marketing plan to continue to grow and to conquer their growing competition. In previous columns I've discussed the importance of value-added services in your marketing mix. Now let's look at incorporating those services with your core services into a comprehensive marketing plan.