By: Rick Carlson, Director of Sales and Marketing
The concept of segmenting the market or defining a market segment may appear academic, but it is probably the most important tool in identifying evolving opportunities that can grow the revenues of a company. The reason for this is that the more focus that you can create in your promotional messages and sales campaigns, the more likely you are to influence the customer and deliver messages that resonate with decision makers. In our world, we are all beginning to see market segments developing from the efforts of CWS dealers that can benefit all dealers selling ProMoss™. Some recent examples include auto manufacturing, bottling plants, data centers, high tech and pharmaceutical manufacturing. Within these markets, dealers have been further segmenting the markets by focusing on applications like cooling towers, air washers and waste water systems. In the next two years, CWS will be working with dealer organizations to define the most productive market segments for ProMossTM and attempt to identify the major players and the primary reasons for choosing ProMossTM over traditional chemicals. We encourage each of you to map the market segments that you are focusing on.