marketing for manufacturers bootcamp
TRANSCRIPT
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Marketing for Manufacturers
Bootcamp
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The world of business has changed.How we communicate, how we
manufacture, how we buy......www.tdmuk.com
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... so why are you still trying
to find sales like it’s the 90s?
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Report: How Engineers Find Information (Q4 2016)
68% of engineers looking for information turn to search engines
Only 14% used tradeshows to source information
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At the start of their buying decision.
Once they have narrowed down the options to a couple of manufacturers.
Only to confirm pricing and delivery details.
20%
25%55%
At what point industrial buyers look to engage with suppliers
BU
YIN
G D
ECISIO
N
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THE INVISIBLE BUYER
Visits your website, takes your information and writes you off without you ever knowing you were in the running
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The five main challenges of marketing a manufacturing business
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GENERATIONAL BUSINESS• How things have always
been done - insular perspective
• Person in charge of marketing isn't a marketer, it's a family member or the MD / SD
Challenge 1
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• Aging and high-seniority workforce can be change-resistant
• Need to market to your own workforce before the customer
CHANGE-RESISTANT WORKFORCE
Challenge 2
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• Company not attracting (or retaining) the best candidates because of poor image
• Senior engineers remain hands-on instead of working on the wider strategy of the business
LACK OF TRADE SKILLS ENTERING INDUSTRY
Challenge 3
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Challenge 4
20%
80%
80% of the profit(or 80% of the trouble!)
Customer base
• Sell in a reactive way, going after whatever they come across
• Promising what engineers cannot easily deliver or chasing undesirable work
LACK OF SALES STRATEGY
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Challenge 5
• Markets move, the company's sales message doesn't
• Globalisation seen as a threat not an opportunity
NOT REACTING QUICKLY ENOUGH
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So... how do you market a manufacturing business?
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If you are competing on price then you have failed to establish the true value of
what you make in your customers' minds.
If a customer perceives your product as just a commodity that is no different from your competitor's, they will buy whichever
is cheapest.
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People make their mind up about a company from their
website within 3 seconds.You can't prove your credibility
in that time using words.
1. COMPANY BRANDING
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A typical manufacturer
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A m
arket leader (the same com
pany!)
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If I Google you and find nothing, then at best you are a very unremarkable person
2. PERSONAL BRANDING
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Expertise b
ecomes the b
rand
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3. INTERNAL MARKETING
• Having all staff on-board with a single strategy means people can understand the reasons behind the changes they are being asked to make.
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Get EVERYONE to be part of
your strategy
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• Digital and modular marketing material can be updated quickly without having to replace a whole brochure
• Modular material can be tailored to only include information relevant to that specific client or sector
4. MODULAR MARKETING MATERIAL
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Customisable & replaceable inner pages...
... also create PDF
versions for specific markets
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• Have communication channels in place that talk to all your contacts - include past, current and future customers.
• When you do have a message to push out, you can do it quickly to a warm audience.
5. PUT A COMMUNICATION CHANNEL IN PLACE
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• The embarrassing moment when the buyer knows more about your product than your distributor.
• Give them the full picture - from the process basics through to the story behind each product
6. SUPPORTING DISTRIBUTORS
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Give agents and distributors all
the digital tools they need
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THE INVISIBLE BUYER
7. CAPTURE THE INVISIBLE BUYER
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OMNI-CHANNEL MARKETING
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Limbo Deciding
Triggerpoint
SaleAwareof a need
BUYING DECISION
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2% Ready to engage
18% Decision-making
80% Passive80%
18%
2%
VISITORS TO YOUR WEBSITE
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Limbo Deciding
Triggerpoint
SaleAwareof a need
Visits your site for first time
LinkedIn request
LinkedIn Articles
Clicked on link in email Meeting
Email exchange Follow-up call
Email marketing
DownloadPDF & capture email
BUYING DECISION
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2. Download the information they
need in return for their email address
1. State their industry
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VS
EMAIL MARKETING
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EMAIL MARKETING
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EMAIL MARKETING
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Engagement campaigns
Reach out campaigns
Direct contact
PASSIVE ENGAGEMENT
ACTIVE ENGAGEMENT
SUSTAINED ENGAGEMENT
EMAIL MARKETING
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SOCIAL MEDIA
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GOOGLE PPC AND SEO
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$19 billion comes from advertising revenue
$21 BILLION PER QUARTER
GOOGLE PPC AND SEO
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Paid-for advert listings
'Organic' (not paid-
for) listings not visible
without scrolling
GOOGLE PPC AND SEO
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Pay-per-click listings
aboveB
A
C
A
A
BB
C
C
Disappear when searching on a mobile because not 'responsive'
SEO (SEARCH ENGINE OPTIMISATION)
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Google is in charge (Not you, and not an SEO 'expert'!!)
Mobile search favours mobile-friendly sites
Can only target one keyword per page
Slow: off-site and on-site techniques require long-term strategies
SEO (SEARCH ENGINE OPTIMISATION)
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Instant results
Controllable at all levels
Only pay when someone has a genuine interest
Can directly target all keywords (even competitor product names and brands!)
PPC (PAY-PER-CLICK)
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Any marketing will only get you...
90% OF THE WAY
TO A SALE
IT'S ALL IN THE FOLLOW-UP
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Remember this?
IT'S ALL IN THE FOLLOW-UP
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Manufacturing has embraced technology - your sales and marketing has to also.
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TAKE A GUIDE
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The Design Mechanics, New Mills, Brougham Road, Marsden, Huddersfield, West Yorkshire, HD7 6AZ
Dave [email protected]
davepannell@daviepannell
Stewart [email protected]
stewartleahy@DesignMechs
CONTINUE THE CONVERSATION