How to Execute a Market Flanking Maneuver
By Brad Jarvis
To make sure we were gaining RFID thermal sales, we identified major CPG segment opinion leaders for focused sales and support resource. We formed an RFID SWAT (sales and support) team to work closely with a relatively small list of named customers. The RFID SWAT team was comprised of executives, technical/engineering, product marketing and sales management. Everyone on the team focused on execution and quick response to opinion leader needs. The team controlled key resources, personnel and budgets. The SWAT team also managed key projects at major retailers, CPG firms and RFID solution labs.
Tactics
We invested in an array of market leadership programs beyond the SLDK product launch. Programs included EPCglobal standards activities, a webinar series, and consistent presence as RFID industry speakers. We also built a new section on our web site that provided educational content regarding RFID. We worked with partners and customers to build a knowledge base on the site to help customers, for instance tracking new standards as they evolved.
