WHAT IS TRM^SM?

Profit Optimization Strategies Inc. has introduced Technical Revenue Marketing^sm (TRM).

For years RM has been said to not create demand but to only optimize the existing demand. I am a RM expert who has also been responsible for implementing RM in global powerhouses like Harrah’s, Princess Cruises, Club Med and others, and not just a consultant who has only told others what to theoretically do. I realized that while this is good, it is not the best that we can do. POS has combined RM with marketing, pricing & distribution expertise to create TRM, which is a proactive formal and systematic marketing, pricing and product development tool. Now we do not have to just use RM, which is a reactive tool, to optimize profits. Now RM can work with TRM to influence both the supply and demand curves BEFORE they are formed, instead of taking and optimizing the demand that we are given.

TRM^sm is about marketing smarter instead of harder and learning to work with the markets instead of against them. TRM^sm is a proactive marketing technique, which uses RM data to assure the right markets are being targeted at the right times. Targeted, surgical marketing that makes the most of the RM data, and uses that data to market smarter instead of harder.

Why use old marketing techniques, segmentation and pricing structures on markets that change rapidly? Why not learn how the market is changing use detailed RM data? Why try to get a market to buy at a time it historically is dead? Why not look for markets that are in the time frame where they normally buy and market to these people? Why stimulate more demand than needed and annoy your clients with denials? Why not understand what is needed before choosing your hunting weapon? A broad shotgun blast marketing approach usually only works when prices are dropped and dilution of revenues is allowed.

RM and TRM^sm rely on suppliers using the right prices and price theory. If a supplier uses the right prices, the best price strategies and the marketing tools, and then applies RM - the market will yield the highest possible price points as available sales options. TRM^SM theories and tools allow the supplier to generate the most profitable price points and then uses RM to reject the lower paying price points that came along without being incented.

To properly apply TRM^SM requires a fundamental change in the RM and Marketing corporate organizational structures. A new hybrid organization is needed that combines the RM strategies and analysis resources and the market analysis and planning functions into one new seamless profit identifying and development team. RM and marketing daily operations groups can still exist outside of the new RM and TRM^SM strategies group, in order to handle the day-to-day tasks required to implement the vision of the new hybrid RM and TRM^SM group. Business must change the way it does business to fully utilize the power of TRM^SM.

^SM Technical Revenue Marketing^sm (TRM) was created by and is the domain of Profit Optimization Strategies