{"id":39110,"date":"2020-04-06T19:36:04","date_gmt":"2020-04-06T19:36:04","guid":{"rendered":"https:\/\/www.conachmarketing.com\/?p=39110"},"modified":"2020-04-06T19:36:07","modified_gmt":"2020-04-06T19:36:07","slug":"industrial-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.conachmarketing.com\/index.php\/2020\/04\/06\/industrial-marketing-strategy\/","title":{"rendered":"The \u201cstay the course\u201d industrial marketing strategy"},"content":{"rendered":"\n<p>The current COVID-19 outbreak is causing uncertainty in all areas of our\nlives. If you are currently under a stay at home order and you are a\nmanufacturer that is critical essential you must safeguard your employees and\ntheir families, as well as your own. When you have these procedures in place,\nyou need to turn your attention to your business\u2019 health. Now is the time to\nstay the course with your industrial marketing strategy. You have to let\ncustomers and prospects that you are still operating. If you have shut down\noperations, you must assure current and potential customers that you will be\nback. At times like these, awareness and brand building counts more than ever.\nLet me tell you a story about a manufacturer I worked with early in my\ncareer.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Out of sight, out of mind in industrial marketing strategy&nbsp;<\/strong><\/h3>\n\n\n\n<p>First, let me clarify that this story takes place during an economic slowdown roughly 30 years ago, not during a worldwide pandemic. However, the industrial marketing strategy still rings true. I don\u2019t want to reference the client (let\u2019s call it ABC MFG) directly, so bear with me as I might be somewhat vague in the details. The client I\u2019m speaking about basically started an industry in the early 1900s. For 70 years, they were able to innovate their first product into an extensive line. In fact, the company was the undisputed industry leader, selling their product globally. I was working as an art director at the agency, creating all the advertising and sales material and everything was going well. That is until the economy hit a snag<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Where did they go?<\/strong><\/h3>\n\n\n\n<p>During this slowdown of the economy, many of our clients at the time saw\nsales drop. And ABC MFG was no exception. However, instead of following the\nestablished industrial marketing campaign, the client stopped all the campaigns\nto save costs. After all, they had pioneered the industry and everyone knew them.\nMaking the case that it was a poor strategy to shut advertising down, the\nmanagement of the agency reminded ABC MFG that a competitor from Canada was\ngrowing aggressively. Despite this advice, the marketing was shut down. Within\nmonths sales dropped even more and current and potential customers noticed they\nweren\u2019t noticing ABC MFG anymore.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Too late to stem the tide<\/strong><\/h3>\n\n\n\n<p>As ABC MFG was saving marketing dollars, they were also losing ground to the competitor from the north. A key point to remember is that this was before websites and social media. Then, direct marketing was the way you kept in touch with customers and found potential business. Without it, the ABC MFG brand awareness began to suffer. Consequently, the market started to look seriously at the competitor that had not slowed their marketing efforts. The market began to believe that ABC MFG was out of business. Within 18 months, it was too late to stop the expansion of the Canadian competition. In a little less than three years, ABC MFG was forced to sell its operations to the Canadian competitor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Industrial marketing strategy in a crisis<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Now, what we are facing with the COVID-19 crisis is unlike anything most of us have ever experienced. However, the industrial strategy of keeping your brand in the market place and communicating with customers and prospects are relevant. Now is the time to increase your social media and Internet marketing to promote awareness. Reassuring your customer base is critical to maintaining and strengthening the relationship. While you may not want to take advantage of a terrible situation, there could be manufacturers that need to find another supplier because their normal one has shutdown. Though it is a time for caring, concern, and careful communication, it is also the time to continue your industrial marketing strategy.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><em>About\nthe Author<\/em><\/strong><em><\/em><\/h4>\n\n\n\n<p><em>Paul Kowalski (or Pappy as he is called\naround the office) spent over two decades working at other agencies before\nopening Conach Marketing Group in 2008. The early part of his career was\nworking with Fortune 500 clients at different agencies. However, working with\nsmaller clients was his preference. This choice was because of the impact on a\nclient\u2019s business growth and forming closer, personal relationships.<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><em>About\nConach<\/em><\/strong><em><\/em><\/h4>\n\n\n\n<p><em>When he was\ncreating Conach, his goal was to bring those Fortune 500 strategies along with\nyears of B2B marketing experience to small business marketing clients. As a\nresult of focusing on business to business marketing, Conach specializes\nin&nbsp;<\/em><a href=\"https:\/\/www.conachmarketing.com\/index.php\/construction-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em><strong>construction marketing<\/strong><\/em><\/a><em><strong>,&nbsp;<\/strong><\/em><a href=\"https:\/\/www.conachmarketing.com\/index.php\/financial-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em><strong>financial marketing<\/strong><\/em><\/a><em><strong>,<\/strong><\/em><em>&nbsp;and&nbsp;<\/em><a href=\"https:\/\/www.conachmarketing.com\/index.php\/industrial-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em><strong>industrial marketing<\/strong><\/em><\/a><em>. Even though we are in Mid-Michigan, Conach provides marketing services\nto clients across the country.<\/em><em><\/em><\/p>\n\n\n\n<p><em><strong>For more\ninformation, visit&nbsp;<\/strong><\/em><a href=\"https:\/\/www.conachmarketing.com\/index.php\/b2b-marketing-agency\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em><strong>conachmarketing.com<\/strong><\/em><\/a><em><strong>&nbsp;or&nbsp;<\/strong><\/em><a href=\"https:\/\/www.conachmarketing.com\/index.php\/b2b-marketing-company\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em><strong>contact us<\/strong><\/em><\/a><em><strong>&nbsp;or call 989.401.3202.<\/strong><\/em><em><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The current COVID-19 outbreak is causing uncertainty in all areas of our lives. If you are currently under a stay at home order and you are a manufacturer that is critical essential you must safeguard your employees and their families, as well as your own. When you have these procedures in place, you need to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":39111,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[458],"tags":[],"class_list":["post-39110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industrial-marketing-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Industrial marketing strategy - Conach Marketing Group<\/title>\n<meta name=\"description\" content=\"Conach Marketing Group has worked with over 60 manufacturers across the country. 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