New Way to Market for Manufacturing
Written by: Bruce McDuffee- Founder and Executive Director of Manufacturing Marketing Institute (MMI)
Part 1 Overview
The Gigantic Opportunity
“You can close more business in two months by becoming genuinely interested in other people than you can in two years by trying to get other people interested in you.” – Dale Carnegie
“Gold Mine Expertise”
Your engineers, product managers, R & D scientists, and salespeople all possess knowledge and skills that can solve myriad pain points for the people in your target audience. Think of it this way: Your target audience has pain in their daily lives, and the expertise within your manufacturing organization is the ibuprofen for their pain. When you share this expertise, people will line up to listen. They will email, call, visit your website, and download your content. The best part is, when they are ready to buy what you and a slew of other companies around the globe are selling, your firm will get the call and the business because your company and your experts helped them better.
Example of Gold Mine Expertise in Action
As an example of gold mine expertise, consider a medium sized company that manufactures humidity measurement instruments. They manufacture high-end electronic devices that convert an electrical signal into an observable output. These devices are used by industrial manufactures and pharmaceutical companies to ensure the quality of the production process and maintain quality during storage. In a search on www.globalspec.com for products and services related to humidity, we find 34, 518 results of this writing. Most of the companies that manufacture humidity instruments will tout the product features and try to outmuscle the competition with filed sales people or ecommerce.
In a different approach a company decided to focus on the people in its target audience and the related pain points around making the measurement. The company found that there was a strong need or pain common to a majority of the audience: taking a measure of humidity is not easy. It is frustrating and challenging because most people do not understand how the sensor works to make the measurement. The marketing director found that if he could share the expertise of his scientists by teaching the people in his target audience about the science of humidity, the customers could make a better measurement. When the day came that customers were ready to buy a humidity instrument, they called the company that helped them to be better.