Industrial Marketing

At Conach, we have helped several manufacturers develop internal industrial marketing programs. Whether you need to implement one depends on your company. If you need to foster a more robust corporate culture, these are internal marketing factors to consider. 

How to conduct internal industrial marketing 

The first step is to determine what you want your culture to be. It might already be in your company mission or value statement. If not, look to your founder or owner. Chances are that his or her personality, priorities, and principles are forging the company’s culture. If you do have a mission and value statement, review it. Often, these are written to be viewed from the outside to inform potential customers what to expect when working with the company. The message here might only partially resonate with employees, and internal marketing is meant to promote a homogenous culture that everyone in the company believes in and follows.

Promoting company values

Once you have the message, you need to spread the word. An internal industrial marketing campaign can involve several techniques, such as signage throughout your facility, company newsletters, or events. The critical factor is that it encourages the appropriate culture without being authoritarian or preachy. Have some fun with it. Remember, humor helps make messages memorable.

Connecting with the marketing message

An ancillary benefit of internal industrial marketing is that it can enhance your external marketing efforts. If you connect the message of the two programs, your workers’ behavior will reflect the expectations your marketing campaign is setting with prospects. This full-circle effect can boost customer service and satisfaction.

The internal industrial marketing effect 

There is not much cost associated with internal industrial marketing other than time. However, the return can be significant. Your business improves on multiple levels by fostering a culture that enhances the work environment, work-life balance, and customer-focused business approach. The workplace atmosphere improves, and employees are more motivated and loyal, which results in higher customer satisfaction and a better company reputation.

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.

About Conach

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 construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information, visit conachmarketing.com or contact us or call 989.401.3202.