Posted By Industrial Web Solutions Marketing Team on February 1, 2010

In a recent article by AP Economics writer Jeannine Aversa, the author points to the rise in company spending on equipment like computers, software, updating machinery, and other technology in an effort to boost productivity of their existing workers and to fulfill an ongoing need to upgrade their technology. Manufacturers who are paying attention to this opportunity can get in on the action by initiating small scale, highly targeted marketing campaigns to existing and new customers who will need what they offer by speaking to the concerns that are relevant in this economic climate.

If someone is building a machine then they are going to need parts and services.  But how do you stand out from all the other parts companies vying for those same contracts? You uncover what’s most important to your target audience groups and you join in on the conversation they are already having. Here’s how you can do that:

1. Market your VMI (vendor managed inventory) programs to appeal to the economic climate as it is today. It has to work for you too, of course, but look at the way in which you talk/write about your VMI programs. Is what you say still relevant to today’s business owner? If you don’t have the writing skill to get the point across then hire a professional copywriter who will ensure your unique business proposition is relevant to your target audience groups.
2. Market a true story where you saved a manufacturer a lot of money, or spared them a huge embarrassment, or kept them from jeopardizing an important relationship, etc. Whatever the story it has to speak to the fears and concerns of today. Link to the story from your home page but place it in its own section and give it images (even if they’re only your plant operations) or a video. The idea is demonstrate your value and expertise. Companies don’t really feel like taking a lot of chances right now so let them know the ways you are a sure bet.
3. Market an innovation or expansion. Whether it is something new or a take on something established, once again it is your task to relate how what you offer provides your customer with a better way for him to do what he does. Uncover what is foremost on the minds of your target buyer groups right now and present your materials to speak to those concerns.

Update your website, particularly your homepage and additional services pages, and your print materials like brochures and sell sheets, to demonstrate that you understand the current concerns of your target buyer groups and are positioned to meet their needs. If you join them in the conversation they are already having then they are more apt to listen to you. Put your old, generalized marketing materials in a safe place to use when they are again relevant. If you use them now you run the risk of alienating your target buyer who is busy thinking about something much more pertinent to his immediate needs.

Categories: Technology, Websites, industrial marketing, manufacturing, online marketing
Tags: ap economics writer, plant operations, professional copywriter