What do you do in a small niche market where everybody knows you? In truth it may be a small niche (even incestuous!) market but it will always be fluid – people leaving, people moving around, people coming in – a churn rate which has been estimated at 40% over a 2 year period – [...]
industrial marketing
In fact a good website provides most of what a good sales/technical support team has to offer – but all it can offer is information. A good sales engineer can offer much more such as guidance and informed opinion based on an understanding of the customer’s problem. Today the best sales engineers can also add [...]
Industrial website design seems to be maturing into a stylish but very focused search friendly catalogue format, backed up by a wealth of valuable material: – Data sheets – CAD downloads – Specification guides – Application guides – Technology tutorials – “How to” videos Call us to see how you can use our industrial website design [...]
By taking a systematic approach to content generation and dissemination we find that we can cost-effectively achieve coverage for clients. This generally involves a trickle-down from the initial brief which may start as a press release, white paper, feature article or video. The process works something like this (with variations): Press Release content feeds the [...]
When I took on my first proper marketing job (as marketing manager for a small company in the enclosures business) I was given a sales territory of my own – it was local and smaller than the other sales engineers but I was accountable for it and had to spend time “on the road”. I [...]
Why do people watch YouTube – yes aside from entertainment – many many people watch “how to do it videos”. I remember one video getting 30,000 hits in a year on how to trim florists’ plastic foam with a knife. We all like to see how to do something – it gives us knowledge and [...]
Clearly we are still in the early stages of globalisation – with the great manufacturing engine that is China starting to find life difficult courtesy of re-shoring and economic downturn. Will we see Chinese companies become more aggressive again? They already have some really big players to rival the biggest the west has to offer [...]
If you go to an expert you expect them to sort your problem, yes? Not to find the Holy Grail but to at least try and if they know they can’t do it, then to be delighted to suggest an alternative. Well, in industry and especially manufacturing, every company is expected to be an expert [...]
Welcome to the second in our series on the importance of how a company does things. Selling what you believe in – and not – that is not believing in it and not selling it. There is a myth abroad that a “salesman”/”saleswoman” can sell anything (as if that was a good thing!). The truth is [...]
Often it is important that we are not afraid to state the obvious – it may not be obvious to everybody and those people, newcomers to the field perhaps, will thank you for it. Just don’t tout it as new wisdom – or you will bore and probably offend the people to whom it is [...]
