Which marketing tactics work best for manufacturing and engineering ?
EDITOR ’ S CHOICE CUSTOMER ENGAGEMENT
FULL MIX MARKETING
Which marketing tactics work best for manufacturing and engineering ?
In an ever more competitive and connected world , marketing has increasingly become a tool which manufacturers and engineers choose to use .
And , as the digital revolution transforms how we manufacture and engineer , it ’ s little surprise companies appreciate its role in engaging with customers too .
Often overlooked by marketing specialists , a new breed of marketing agency is focusing on the needs of those who make or engineer products and solutions .
Sarah West , award-winning Chartered Marketer and founder of B2B marketing experts , Full Mix Marketing , shares her experience identifying the best marketing tactics for companies in manufacturing and engineering .
Is marketing more important than ever for manufacturers and engineers ?
The answer to this question may depend on your perspective .
Amidst rising competition , companies in nationwide and international segments often feel an investment in marketing is critical to keep their name in customers ’ minds .
Many smaller manufacturing and engineering firms remain reliant on word-of-mouth , reputation and existing relationships . As such , a website , brochure or regular trade show may be the extent to which they consider marketing .
In our experience , regardless of whether marketing is more important than ever , it is certainly more effective than ever .
Though it can feel like some traditional marketing tactics have less relevance , they can still deliver results .
Whether targeting growth - or to simply maintain your current size – actively focusing on your marketing makes either outcome much more likely .
An investment in equipment to boost your capabilities is rarely effective without the accompanying marketing to grow your order book .
What are the marketing challenges for manufacturers or engineers ?
There are a number of unique challenges which can impact the marketing tactics for manufacturers and engineers :
1 . Complex offerings Many companies provide complex products or services which can be difficult to communicate .
The challenge is not only doing this succinctly but making sure you focus on addressing your customers ’ needs and highlighting what makes what you deliver different .
2 . Long sales cycles
Both manufacturing and engineering frequently involve long and intricate sales cycles , where valuable relationships are forged over time .
This typically means that to build trust , marketing too must be maintained over a lengthy period and its ultimate aim - to increase sales - can take time to achieve .
3 . Competition
Manufacturing and engineering sectors are often highly competitive , with multiple companies vying for the same customers and contracts .
Price can be a significant driver . However , increasingly long and complex supply chains mean that quality and dependability are also more important than ever .
Successful marketing needs to stand out from competitors and communicate the right qualities .
4 . Change
Keeping up with rapidly developing technology can be essential for staying competitive – as can communicating your advances through your marketing .
Manufacturing can be particularly influenced by consumer trends and companies sometimes need to adapt their marketing to reflect changing buying behaviours .
Perhaps the greatest example of change is sustainability , with companies using marketing to
38 PECM Issue 70