Notice: The called constructor method for WP_Widget in AboutMeWidget is deprecated since version 4.3.0! Use
__construct()
instead. in /home/content/36/8200136/html/manufacturing-marketing/wp-includes/functions.php on line 3893

Notice: The called constructor method for WP_Widget in AdsenseWidget is deprecated since version 4.3.0! Use
__construct()
instead. in /home/content/36/8200136/html/manufacturing-marketing/wp-includes/functions.php on line 3893

Notice: The called constructor method for WP_Widget in AdvWidget is deprecated since version 4.3.0! Use
__construct()
instead. in /home/content/36/8200136/html/manufacturing-marketing/wp-includes/functions.php on line 3893
The zen of marketing for industrial manufacturing | Manufacturing Marketing

The zen of marketing for industrial manufacturing

There is a story to your way of engineering

Why stating your engineering philosophy is of critical importance to your marketing story.

Marketing is often called smoke and mirrors due to the fact that it’s a process of intangibles. There isn’t anything to touch and nothing to see other than results. For people in industrial manufacturing who spend their working lives creating physical objects, digital marketing can be hard to accept. A leap of faith is required to believe that by following a process of saying the right words in specific places, along with photos, sales will result.

For marketing to be effective, this process of saying the right words must capture the essence of what it is you make – the zen, or way, of your products. The paradox is that your industrial product is just as intangible as your words until the buyer actually uses the product. Until that point, they have made the same leap of faith. They are relying on what they have been told to expect. The buyer will believe your story and after use know if it is true.

This process of shaping their expectations is at the heart of marketing. The story of your industrial engineering philosophy is as important, if not more so, than physical descriptions. What you do – why you make things a certain way – may seem obvious to those within your company. This assumption is the biggest stumbling block to effective marketing. If you don’t state the underlying “why”, you are counting on potential buyers to infer qualities when comparing similar products from different manufacturers. Your story goes deeper than the various features and benefits of different product lines you may produce.

Consider well-known brands of equipment you may have on your shop floor. Opinions of any of these machines won’t be about their capacities or operating ranges. The brand name means something because the promise made before purchase has been fulfilled. Durability, efficiency, accuracy – whatever quality your equipment is designed around is how it should be considered when in use. Your engineering philosophy is reflected in your finished products. State that philosophy in your marketing materials and shape expectations.

Tell potential buyers your story, your way of industrial manufacturing. Help them imagine using your products before making a decision to buy. It’s all smoke and mirrors until it’s proven to be true.

photo credit: (c) Can Stock Photo

Leave a Reply

Your email address will not be published. Required fields are marked *