1. Marketing 101
for Manufacturers
Presenters:
Matt Sonnhalter – Sonnhalter
Sage Lewis – SageRock

2. • Basic principles of marketing
• Marketing tactics
• Pros/Cons
• Examples
• How to maximize each one
• Key factors for successful marketing programs
• Q&A
Marketing “Boot Camp”

3. Marketing is the process of communicating
the value of a product or service to customers.
• Critical business function for…
• Attracting new customers
• Keeping existing ones
• It is not selling!
• Helps support the sales process
Marketing

4. 3 Basic Principles of Marketing

5. • User, decision maker or influencer
• Typical titles or job functions
• Key markets, segments and industries
• Geographic focus
• Everyone at company on the “same page”?
• Both existing as well as potential customers
Target Audience

6. • Industrial Facilities (too broad)
-vs.-
• Key vertical markets: Food/Bev, Bio/Pharma, Mining
• >50% piping applications below 200 psi operating temperature
• 5+ maintenance “turnarounds” in a calendar year
• Inside facility:
• Plant/maintenance managers
• Piping group
• Engineers (design, specifying, safety)
• Outside facility:
• Mechanical contractors
• Engineering firms
Target – More Detail The Better

7. • Two major types of messaging within any organization:
1) Brand
2) Product
Message

8. • Brand Positioning Statement
• What do you want to stand for in your customers’ mind?
• Where is your company adding value?
• Written by marketers, for marketers
• Not a consumer statement
• “Foundation” - all marketing efforts should support/build this
Brand Message

9. Compromised of the following six elements:
1) Target consumer
2) Brand name
3) Brand personality
4) Product/competitive frame
5) Consumer benefit
6) Critical support
Brand Positioning Statement

10. Specific marketing campaign/project
• Your Unique Selling Proposition (USP)
• What’s the one (1) key end user benefit?
• Needs to be unique, compelling and consistent
• Key support points
• Not a laundry list (3-5 max)
• Different messaging (points of emphasis) with multiple targets
Product Message

11. • Defines project scope
• Communication objective
• Target audience
• Key messaging
• Timeline
• Budget
Creative Brief

12. Marketing Tactics

13. • Don’t have the money or time to do them all effectively
• Every manufacturer is different
• No marketing “magic formula” or “silver bullet”
Realities

14. • Budget
• Objectives
• Target Audience
• Resources
• Timeframe
• Past experience
Key Determining Factors

15. Pros
• Dedicated to certain product or product category
• Flexible – can develop an entire library
• Communicate a decent amount of information
• Multi-purpose use (can re-purpose)
Cons
• Product info can become quickly outdated
• Costly (printing)
Collateral

18. • Have a template “look-and-feel”
• Not reinventing the wheel each time
• Call-to-action for more information
• Manage printing costs and quantity
• Develop a process for keeping track of versions/updates
• Maximize usage across other marketing areas (re-purpose)
• Web site
• Trade shows
• Direct mail
Collateral – Tips for Success

19. Pros
• Brand awareness
• Broader reaching vehicle
• Increased perception and credibility
Cons
• Cost
• More difficult to track/measure
• Limited “real estate”
Print Advertising

22. • Clear, focused message
• Don’t shove 10 lbs. into a 5 lb. bag
• Strong call-to-action
• Unique URL and/or landing page
• Unique 800#
• QR code (“mobile” friendly content)
• Identify the “right” publication(s)
• Consistent frequency (“cumulative” effect)
Print Advertising – Tips for Success

23. Pros
• Very targeted and personalized
• Flexibility – timing & cost
• Measurement and tracking
Cons
• Lower response rate
• Higher cost per unit
Direct Mail

25. • Clearly defined target (more detailed the better)
• “Quality” list
• Frequency
• Strong offer (call-to-action)
• Personalization
• Test, test and test…
• Offers
• Creative
• Sizes
• Lists
Direct Mail – Tips for Success

26. Pros
• Cost effective
• Highly credible
• Relationships you build through PR continue to work for you
Cons
• Lack of control
• On-going commitment
Public Relations (PR)

30. • A.P. Style
• Newswriting vs. creative, technical or “sale-sy” style
• Company spokesperson
• Clearly define audiences
• Be aware of your own “industry” news
• Be “proactive” as well as responsive
• Consistent program
Public Relations – Tips for Success

31. Pros
• Flexibility – tied to specific campaign
• Focused (serve up only relevant info)
• Easily measured (Google Analytics)
Cons
• Support with other marketing activities to help drive traffic
• Not “build it and they will come”
• Keeping content “up-to-date”
Micro Site/Landing Page

33. • Focus only on relevant information
• Doesn’t replace your full-blown web site
• Clear call-to-action and next step once on the site
• Utilize analytics
• Promote through all relevant marketing tactics
Micro Site/Landing Page – Tips for Success

34. The 3 Most Powerful Things You Can Do Online Right
Now!
By Sage

35. • YouTube Stats:
• More than 1 billion unique users visit YouTube each month
• Over 4 billion hours of video are watched each month on YouTube
• 72 hours of video are uploaded to YouTube every minute
• 70% of YouTube traffic comes from outside the US - YouTube is
localized in 53 countries and across 61 languages
• In 2011, YouTube had more than 1 trillion views or around 140 views
for every person on Earth
Numero Uno
VIDEO!!!

36. Matsuura Maxia: V8 Engine Block Machined From Solid

37. VIDEO
2: The best thing you can do for your SEO

39. YouTube Ranking Factors

40. YouTube Character Limits
• YouTube video title up to 100
characters
• YouTube video description up to 5,000
characters
• YouTube tags up to 120 characters.
• YouTube comments up to 500
characters

41. Video
3. The Best Thing You Can Do For Online Advertising

43. Check out the cost per view:

44. Buying views gives the YouTube channel new life

45. Check out all the cool targeting you can do:

46. Check out all the cool targeting you can do:

47. Check out all the cool targeting you can do:

48. And my favorite of all online advertising:
Remarketing

49. Friday Internet Marketing
with Sage and Greg
Fridays 3:15 ET
Weekly Prizes and a free gift for registering
http://www.sagerock.com/fridayshow/

50. 1. Upfront planning
2. Marketing “champion”
3. Lead/inquiry process
4. Patience
5. Resources (internal/external)
6. Strong call-to-action
7. Marketing and Sales on the “same page”
8. Integrated program (more than one tactic)
9. Measure
10.Don’t be afraid to experiment
10 Key Factors For Successful Marketing Programs

51. Questions?
Contact us:
Sonnhalter SageRock
matt@sonnhalter.com sage@sagerock.com
www.TradesmenInsights.com www.sagerock.com/blog/