Welcome to Techlines: September 1999

NEW TECH LINE POLICY

Since the beginning TECH LINE COATINGS, INC. has grown in great part due to the efforts of our customers. Each company using our coatings has done an excellent job of reaching their customers and acquainting them with the benefits of performance coatings. Along the way TECH LINE COATINGS, INC. has only provided sporatic advertising support. Our focus has been on developing better and better products and providing technical support. Now we have reached a level where we feel that we can begin to expand our name recognition and the market for coatings. 

The following describes our new marketing plan.

Beginning in 2000 TECH LINE COATINGS, INC. will begin to develop name and brand recognition both for the company name as well as the "Cermakrome" and "Powerkote" names. Efforts will be coordinated with such advertising to help our customers, you, to reap increased sales. The advertising will focus on the benefits to be found from using TECH LINE products as applied by a local facility. We will direct all interest to those approved facilities using our products and identifying TECH LINE as the manufacturer.

TECH LINE COATINGS, INC. will also provide promotional literature that can be handed to a prospective customer. While each promotional piece will clearly display the TECH LINE name, a space will be left blank for our customers to insert their own name address and other information, and will be identified as a local source for the coating process.

We also intend to begin contingency programs that will provide a cash award to competitors who use TECH LINE products, display our contingency decal and provide permission to use their name in advertising. As a further incentive a credit will be given to the coating company providing the service. This means you win when your customers win.

Does this mean that all companies purchasing TECH LINE Products must identify the coatings as being manufactured by TECH LINE COATINGS, INC. NO. However only those approved companies, which use the TECH LINE name and related product names will receive referrals, promotional literature and have a share in the contingency program.

We feel that by focusing our advertising priorities on name and product recognition we will create a greater demand for our products, Which, in turn means those companies identified as a TECH LINE Applicator, should see increased sales. Before long your prospective customers should not be asking for a header coating by a competitors name, but rather will be drawn to your service because of the name recognition and the perceived value of the Cermakrome and Powerkote names, that will exist.

To qualify as an "Approved Applicator" companies need to submit samples of their work to TECH LINE. For those shops wishing to receive Cermakrome referrals, they must have a vibratory polisher, in place and supply a sample pipe. More information will be contained in a form to be produced and mailed to all companies interested in being included in the program.

We will be phasing in the programs through out the upcoming year. We have started to arrange for advertising in consumer magazines such as Car Craft, Chevy High Performance, Street Legal Imports, National Dragster as well as many others. We intend to cover both domestic and import markets with the advertising, race and street.

We should have advertising flyers available by January. We can provide either a camera ready piece that you can have a local printer reproduce with your company information or finished flyers with a space for you to stamp your information. Banners will also be available for your use. Posters are in the works.

The contingency program will be the last to develop and we need your input on races, series and events that we could include in this program. We will be making Contingency decals available and of course release forms that allow both you and TECH LINE to use the competitors name.

For manufacturers that use TECH LINE products and have contingency programs of their own in place a separate policy will be developed that will support the manufacturer's Program.

Please forward any positive input you get from your customers as we can use these quotes, with your companies name, in our advertising. If you have any ideas that you feel would help please let us know. Feel free to call if you have any questions.

Send questions of comments to the author: Leonard Warren

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