Have you done a 2022 industrial marketing review?
It’s the new year and time to roll out your 2022 industrial marketing review. But before you do, you should review the following to be certain everything is in order.
Your industrial marketing strategy review
When implementing a marketing plan, are you simply continuing last year’s? That’s fine if it’s working. If not, ask yourself where there are gaps and what you can do to fill them. You may need to consider new markets or shifting funds. Regardless, recycling a current plan that’s not effective is not a strategy; it’s just easy.
I’m not a proponent of recreating a brand just for the sake of change. When a brand is designed well, its life expectancy can be decades. However, even if it started as an excellent design, it could have aged. An outdated brand image reflects a manufacturer not current with technology or processes. As part of your industrial marketing review, look at your competitors’ brands to evaluate if your image is what it needs to be. If not, a brand refresh should be part of your 2022 industrial marketing plan.
While you’re considering an image refresh, don’t forget to look at your marketing messaging. You might need to update any new services, products, testimonials, or case studies. If you’ve added any of these items in the past year, be sure to revise your sales material and website.
Your industrial marketing budget review
Just like reusing an industrial marketing strategy, maintaining the same sales and marketing budget could be problematic. Depending on the new year’s goals, your budget might need to be increased, or dollars shifted to meet them.
Part of your industrial marketing review should include the advertising channels you have utilized in your strategy. Do you see the activity you expect? Are there other channels you should be implementing? Lead generation and awareness channels are constantly evolving, and ones you didn’t see as viable could be worth adding to your marketing mix.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.