Many manufacturing companies still rely on pre-Internet strategies to find new business, but with customers becoming unwilling to directly engage with a supplier until late on in their decision-making process, traditional opportunities to directly ‘sell’ have become limited. These slides made up a three-hour 'marketing for manufacturers bootcamp' in conjunction with Wakefield Manufacturing Forum as part of Wakefield Business Week. Slides 1-20 Business growth expert Mark Prince talks about why a manufacturer has to first create a point of difference and embrace how the world of business has changed. Young, agile companies are disrupting every industry and manufacturing is no different. Slides 21-62 The Chartered Institute of Marketing's Ambassador for Manufacturing Dave Pannell looks at the changing behaviour of the industrial buyer and explores the culture clash between marketing and manufacturing. Dave then explains the strategies for marketing a manufacturing company, from company branding to marketing to your own team. Slides 63-87 Sales guru Stewart Leahy then talks about digital marketing tactics, and how websites really generate referrals by being part of a wider strategy of digital marketing activity - including Google PPC, email marketing and remembering to pick up the phone! Download the accompanying free guide Marketing for Manufacturers here: http://tdmuk.com/marketing-for-manufacturers

2. Stewart Leahy
stewartleahy
www.yorkshirepowerhouse.com
Dave Pannell
davepannell
@daviepannell
www.tdmuk.com
Mark Prince
markprince
www.markbprince.com

3. Digital marketing tactics
Business strategy
Marketing strategy

4. The world is changing...

5. Disruption is so easy
The world’s largest taxi
company owns no vehicles
The world’s largest
accommodation provider
owns no properties

6. Businessesusedtohavestrategies
Core competencies
Points of difference
Short campaigns
Crusades
5 YEAR PLAN

7. Point of difference

8. Point of difference

9. Point of difference

10. Point of difference

11. Their gender
Their age
Level of education
Income
Do they need the
product or is it a
luxury?
How will they use the
product or service?
What do your customers
value most?
Do they impulse buy
or do they save
for it?
Where do they
get their decision
making information?
Where are your
customers located?
Know your customer

12. Engage with passion

13. Engage with knowledge

14. Engage with knowledge

15. OMG companies
Obese
Mediocre
Grey

16. OMG companies
Time to relieve them of the burden!
They have
your sales
They have
your profits

17. VS
OMG companies

18. VS
OMG companies

19. OMG companies

20. OMG companies

21. The world of business has changed.
How we communicate, how we
manufacture, how we buy......

22. ... so why are
you still trying
to find sales like
it’s the 90s?

23. Report: How Engineers Find
Information (Q4 2016)
68% of engineers
looking for information
turn to search engines
Only 14% used
tradeshows to source
information

24. 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
BUYINGDECISION

25. THE INVISIBLE BUYER
Visits your
website, takes
your information
and writes you off
without you ever
knowing you were
in the running

26. The five main challenges of marketing
a manufacturing business

27. 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

28. • Aging and high-seniority
workforce can be
change-resistant
• Need to market to your
own workforce before
the customer
CHANGE-RESISTANT
WORKFORCE
Challenge 2

29. • 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

30. 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

31. Challenge 5
• Markets move, the
company's sales
message doesn't
• Globalisation seen
as a threat not an
opportunity
NOT REACTING
QUICKLY ENOUGH

32. So... how do you market a
manufacturing business?

33. 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.

34. 1. 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.

35. Get EVERYONE
to be part of
your strategy

36. • 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.
2. PUT A COMMUNICATION CHANNEL IN PLACE

38. • 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
3. SUPPORTING DISTRIBUTORS

39. Give agents and
distributors all
the digital tools
they need

40. 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.
4. COMPANY BRANDING

41. A typical manufacturer

42. Amarketleader(thesamecompany!)

43. Office / store
Stationery
Marketing literature
Press advert
YOUR BRAND PRE-2000

44. Website
Mobile website
Google search results
Email stationery
LinkedIn
Social media (all of it!)
Online downloads
YouTube
YOUR BRAND NOW

45. 2017
DIGITAL HAS CHANGED BRANDING

46. 1997
DIGITAL HAS CHANGED BRANDING

47. Pre-2000 Now

49. Pre-2016 2017

50. 1960s

54. People buy from
people - and they
buy most from the
people they like
5. PERSONAL BRANDING

55. If I Google you and find
nothing, then at best you are
a very unremarkable person

56. Expertisebecomesthebrand

58. Isn’t
it just
vanity?!

59. Visibility and credibility has
gone through the roof
People don’t ask us to prove
ourselves any more
PERSONAL BRANDING RESULTS

60. Asked to speak at events
and to groups - introduced
as experts to a whole new
group of contacts
PERSONAL BRANDING RESULTS

61. Generating enquiries from
our personal contact bases
Family and friends start
thinking of us as experts
PERSONAL BRANDING RESULTS

62. THE INVISIBLE BUYER
6. CAPTURE THE INVISIBLE BUYER

63. OMNI-CHANNEL MARKETING

64. 2% Ready to engage
18% Decision-making
80% Passive
80%
18%
2%
VISITORS TO YOUR WEBSITE

65. Limbo Deciding
Trigger
point
SaleAware
of a need
BUYING DECISION

66. Limbo Deciding
Trigger
point
SaleAware
of 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
Download
PDF
capture
email
BUYING DECISION

67. 2. Download the
information they
need in return for
their email address
1. State their
industry

68. VS
EMAIL MARKETING

69. Follow-up with an email or call
1 2

70. EMAIL MARKETING

71. SOCIAL MEDIA

72. SOCIAL MEDIA
'Search for
part121G'

73. LINKEDIN

74. GOOGLE PPC AND SEO

75. GOOGLE PPC AND SEO
$24 billion comes from
advertising revenue
$26 BILLION
PER QUARTER

76. SEARCH: ‘Accountants Huddersfield’
1
2
3
2
4
1
Scroll down for local results
4
3

77. Scroll down for organic results
Scroll up for adverts

78. Organic listings don’t appear until
half way down the results page
Scroll up for local results
1
2
3
2
3
1
4
5
4

79. 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)

80. 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)

81. Any marketing will
only get you...
90% OF
THE WAY
TO A SALE
IT'S ALL IN THE FOLLOW-UP

82. Remember this?
IT'S ALL IN THE FOLLOW-UP

83. Manufacturing has embraced technology
- your sales and marketing has to also.

84. Digital marketing tactics
Business strategy
Marketing strategy

85. QUESTIONS

86. Stewart Leahy
stewartleahy
www.yorkshirepowerhouse.com
Dave Pannell
davepannell
@daviepannell
www.tdmuk.com
Mark Prince
markprince
www.markbprince.com

87. TAKE A GUIDE