Posted By Industrial Web Solutions Marketing Team on June 4, 2010

Manufacturing and the overall economy continued to expand in May according to the latest Manufacturing ISM Report on Business. Norbert J. Ore, CPSM, C.P.M., chair of the Institute for Supply Management™ Manufacturing Business Survey Committee, states that the “rate of growth as indicated by the PMI is driven by continued strength in new orders and production.” With new orders and increased production, 12 of the 18 manufacturing sectors reported growth in employment, raising the overall employment index by 1.3% over last month.

The following 16 out of 18 manufacturing sectors have reported growth for May: Paper Products; Wood Products; Transportation Equipment; Electrical Equipment, Appliances & Components; Fabricated Metal Products; Computer & Electronic Products; Furniture & Related Products; Miscellaneous Manufacturing; Plastics & Rubber Products; Primary Metals; Printing & Related Support Activities; Chemical Products; Nonmetallic Mineral Products; Machinery; Apparel, Leather & Allied Products; and Food, Beverage & Tobacco Products. Only Petroleum & Coal Products reported contraction during May; however, they were also one of 12 that reported growth in employment, which may indicate anticipated growth for June.

Although prices are still registering higher than usual, they have stabilized to some degree with 35% of respondents having reported paying the same prices as in April. Supplies are low in some sectors, particularly technology where, according to the report, excessive inventory de-stocking during the downturn has resulted in component shortages.

With industry growth there are opportunities for you. A targeted email marketing campaign may be your best bet right now to get the conversation started with your key audience groups. Start by contacting your existing client base. Remember to segment your contact list by interest, production timetable, or whatever allows you to develop highly focused messages that clearly identify the customer’s need and the solution. Uncover what their pressing needs are right at this the moment in time and what they may expect to need over the next eight to ten weeks. Don’t try to accomplish everything in the first email. Clearly define your goals and establish a schedule of highly focused emails that engage your audiences with compelling questions and messages relevant to their present-day objectives.  Try to encourage them to comment, answer questions or even ask questions. Writing effective emails depends on how well you understand your customers. Get to know them.

By demonstrating to your target audience groups that you keep abreast of the demands they encounter and the types of needs that may arise for them you establish yourself as a trusted partner with foresight. Oh how I love to hear a client say, “I never thought of that” or “thanks for bringing that to my attention.” Be prepared to adjust the content on your website to address current needs. Refreshing your website content with solutions that are relevant to current demands demonstrates your commitment to serving your customers as they need to be served, according to their present reality.

Both manufacturing and the economy are demonstrating continued growth. Now is the time for you to create opportunities for yourself by reaching out to your target audience groups to let them know you’ve done your homework and understand how to get them what they need to meet their goals.

Categories: email marketing, industrial marketing, manufacturing, online marketing, Sales
Tags: business development, economy, email marketing, industrial marketing, manufacturing, Manufacturing ISM Report on Business