Posted By Industrial Web Solutions Marketing Team on January 18, 2010

According to the December 2009 ISM Report on Business: “The seven industries reporting contraction in December — listed in order — are: Wood Products; Nonmetallic Mineral Products; Miscellaneous Manufacturing; Plastics & Rubber Products; Chemical Products; Printing & Related Support Activities; and Fabricated Metal Products.”  It’s tough to be left out of the growth that everyone else is experiencing, no matter how little it may be. It begs the question: what can be done to stimulate spending when sales are in decline?

The knee jerk reaction when business slows is typically to stop all spending. As experience demonstrates, the minute you cut out or cut back on your marketing and rely exclusively on word-of-mouth you run the risk of precipitating the decline in sales. As we all know continued marketing ensures two very important things: you reach your target audience groups – new and established alike – and you have the opportunity to inform and persuade.

As I stated in earlier posts, on-going innovation is a worthwhile pursuit. Now that doesn’t mean you have to be inventing new products or services, although approaching new markets with a valuable alternative solution that meets a very specific need generally yields favorable results. More specifically, on-going innovation refers to new ways to present what you offer which could result in both the stimulation of sales within your established customer groups as well as the equally beneficial expansion into new markets. For example, you may be a manufacturer of plastic and rubber products. Well you already know there are integrators out there who use your products to integrate into plastic and rubber products they design. But did you think to look at the targeted audience groups of your customers? How can you expand your marketing and branding initiatives to reach, educate and motivate your customers’ customers?

Technology companies such as Cisco understand how this works and leverage its effectiveness. You can see an example by viewing Cisco’s Video on the Human Network. In these short videos Cisco effectively illustrates how their product is being used for public safety, healthcare and education to affect the ways in which we communicate and do business. Cisco has many companies that use their platform to develop new technologies. By marketing the ways in which their product is integrated Cisco is developing demand and increasing sales by promoting the products of their customers.

Identify the customers of your customers. Develop ideas that will help you to effectively brand and market your products and services to these groups. Demonstrate to your customers how valuable you are in the eyes of their customers. Support the sales of your customers by reaching and persuading their customers then see how the demand for what you offer goes up exponentially.

For help researching and developing a strategic marketing plan and initiatives call Industrial Web Solutions at (800) 399-9859.

Categories: industrial marketing, manufacturing, mobile web marketing, online marketing
Tags: effective marketing strategy, marketing strategy, Sales