Navigating industrial marketing transitions
Every manufacturing business encounters changes over the years. Whether it’s as simple as new staff or a major facility expansion, your customers and the market should know. This blog will discuss the factors you need to consider when sending communications about industrial marketing transitions.
Industrial marketing transition messaging
Above all, the message regarding industrial marketing transitions needs to be positive. Even if the news is negative, try to convey it in a way that assures customers, vendors, and prospects that your company is solid to counter any concerns. Be clear in your message to avoid confusion but be sure you are not sharing confidential information, especially if the transition involves other businesses. In some cases, it might be wise to have your attorney review the message before sending it.
Getting the message out
Depending on the importance of the industrial marketing transition, you might need to engage several of your marketing and communication channels to get the word out. If it is a significant change, such as closing a segment of your business, I recommend using multiple communication channels in the communication plan. This approach would include personal e-mails, letters, social media, website announcements, and e-bulletins. If the news is less significant, posts on social media may be enough.
The frequency of the message
In addition to the channels to use, consider how often you need to send the message about the industrial marketing transition. As with the channels, the critical nature of the change will dictate the frequency you reach out to your audience. For major transitions, I recommend a minimum of three communications to ensure your recipients get the message. Remember, we are all bombarded with e-mails, social media, and direct mail daily. Once is not enough to communicate critical news about your company.
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.