Vive Marketing has significantly helped manufacturers in the plastics and metals industry in several ways over the years, 17 to be exact, driving their success through new business opportunities and strong market presence. I was recently asked what the greatest impact manufacturers have gained from a committed marketing strategy. Here’s how marketing efforts have made an impact on manufacturers, particularly in the past decade and a half, focusing on three critical areas:
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- Building Brand Equity
- Defining Competitive Advantage
- Retaining Customers and Gaining New Ones
Building Brand Equity
Creating a strong and recognizable brand reminds existing customers and educates potential customers why your manufacturing capabilities are preferred when they’re ready to place an order. An effective marketing strategy looks beyond the products a company makes and focuses on the value the brand offers. This value is reflected in the premium customers are willing to pay and the loyalty they exhibit, based on the overall brand perception.
At Vive, we learn about a company’s brand value during the external analysis of our onboarding process. We ask the question, “When you think about XYZ company, what characteristics come to mind?” This question seeks top-of-mind attributes associated with the manufacturer’s brand such as perceived quality or service compared to competitors and the emotional connection customers feel with the brand. This raw feedback provides a good starting point for identifying areas for improvement or strengths to maintain. Every marketing deliverable identified in a company’s marketing strategy will only strengthen brand equity.
Defining Competitive Advantage
A company’s Why Statement is essential for defining its competitive advantage. If you don’t know your Why Statement or think it needs updating, it’s time for Vive’s Zweck Analysis® workshop. A powerful Why Statement captures the essence of a manufacturer’s purpose for being in business and serves as the foundation for marketing deliverables which foster a strong connection with stakeholders. A company’s purpose goes beyond ‘growth’; it reveals genuine values and expertise that inspire its existence.
Through strategic marketing, manufacturers can position themselves favorably in the market emphasizing quality, innovation, investment in automation, and other competitive advantages that differentiate them from competitors. Over the years, clients have appreciated the consistent messaging established by Vive, ensuring the entire organization communicates its purpose consistently through all marketing channels, including the manufacturer’s website, sales tools, and trade show displays.
Retaining Customers and Gaining New Ones
Marketing deliverables engage customers through various channels and encourage repeat business. Targeted messages with the right frequency and promotional mix help manufacturers expand their market share with existing customers and attract new ones. When Vive conducts customer interviews for our clients, we learn that many do not visit the manufacturer’s website after establishing a relationship. We’ve learned that the greatest impact of a corporate website is indeed to create valuable and relevant content to attract potential customers through organic search.
Vive implements robust SEO strategies and promotes paid Google ads to elevate website visibility. Marketing plans that include email marketing or social media exposure help gain new customers and retain existing ones with personalized communications. We compare metrics with benchmark data to evaluate the effectiveness of digital campaigns. Without this touchpoint, a brand stands to lose equity!
Marketing has significantly impacted manufacturers by building brand equity, defining competitive advantages, and retaining/gaining customers. Through strategic initiatives and consistent messaging, Vive Marketing empowers manufacturers to achieve long-term success and a robust market presence. By continuously evolving marketing strategies to meet the changing needs of the market, Vive Marketing ensures that a comprehensive approach to understanding brand value, emphasizing unique strengths, and engaging with customers at every touchpoint solidifies a manufacturer’s position as a leader in their field, paving the way for sustained success.
