Progressive Components
Published

How to Maximize your Marketing Budget, Part 1

Part of the challenge of a moldmaker’s capability to attract new customers in today’s market is the stunning reality that most have no formal marketing plan in place, and the vast majority has no Internet marketing established.

James Soto, Founder and CEO , Industrial Strength Marketing

Share

Part of the challenge of a moldmaker’s capability to attract new customers in today’s market is the stunning reality that most have no formal marketing plan in place, and the vast majority has no Internet marketing established. The reality is that even if a potential buyer did manage to find these manufacturers, most of the websites are inadequate in terms of establishing compelling ways and reasons to contact your organization.

However the Internet is not the panacea of marketing. A successful marketing plan must consider all aspects of promotion—both online and offline. Offline marketing, when executed and tracked properly, demonstrates very good results. A modern industrial marketing plan must have both a robust online as well as offline marketing strategy.

Consider this, most industrial businesses do not market to past customers or to prospective buyers who have previously requested a quote. Win or lose the bid, this prospective buyer is many times the person who must be contacted on a regular basis for future project opportunities. Marketing tactics such as combined email and direct mail marketing are very effective ways to convey messages to past customers such as “Have you seen us lately?”. Most importantly, moldmakers have worked hard to earn the business they have and cannot afford to take it for granted.

Mold manufacturers of all sizes face the challenge of not having much needed marketing expertise available to them, and hiring a dedicated marketing person is many times not viable for a smaller organization, while others who have the resources must take a lot into consideration. Any marketer coming into an organization will require resources to do their job. The fact is that most of them will need to source for vendors of key marketing functions such as design and web development. They will also need the technology software and suppliers to fulfill whatever their marketing plan calls for.

So the question becomes, what resources and expertise are required? For some companies that have the financial resources to hire marketing specialists, the answer is to bring on key marketing, web and creative personnel. A lower overhead answer is to outsource marketing, as a number of industrial marketing-focused organizations are popping up to serve specific needs, including search engine marketing and optimization, trade and direct marketing. The complexity of executing online and offline marketing strategies has made the decision to build a team or outsource to marketing specialists an interesting one.

The challenges facing today’s moldmakers put them in a position where they must decide how marketing will or won’t play a role in their business. Those who make the decision to have a marketing game plan and effectively execute it will see results and will sleep knowing they have established mechanisms to consistently position their organizations to attract new business. Only when the decision is made by the shop executives to make marketing a core component of their business will they see the tremendous sourcing opportunities that are available.

For More Information
Industrial Strength Marketing
(866) 529-8908

www.marketstrong.net/


 

Progressive Components
KM CNC Machine Service
MMT Today enews
Forget about long angle pins & hydraulic cylinders
MoldMaking Technology Magazine
Maximum Mold Precision
Techspex
Progressive Components

Related Content

Marketing

The Role of Social Media in Manufacturing

Charles Daniels CFO of Wepco Plastics shares insights on the role of social media in manufacturing, how to improve the “business” side of a small mold shop and continually developing culture.  

Read More
Medical

Predictive Manufacturing Moves Mold Builder into Advanced Medical Component Manufacturing

From a hot rod hobby, medical molds and shop performance to technology extremes, key relationships and a growth strategy, it’s obvious details matter at Eden Tool.

Read More
FAQ

Making Quick and Easy Kaizen Work for Your Shop

Within each person is unlimited creative potential to improve shop operations.

Read More

MMT Chats: Solving Schedule and Capacity Challenges With ERP

For this MMT Chat, my guests hail from Omega Tool of Menomonee Falls, Wisconsin, who share their journey with using enterprise resource planning (ERP)—and their people—to solve their schedule and capacity load monitoring challenges.

Read More

Read Next

3D Printing

Are You a Moldmaker Considering 3D Printing? Consider the 3D Printing Workshop at NPE2024

Presentations will cover 3D printing for mold tooling, material innovation, product development, bridge production and full-scale, high-volume additive manufacturing. 

Read More
FAQ

How to Use Continuing Education to Remain Competitive in Moldmaking

Continued training helps moldmakers make tooling decisions and properly use the latest cutting tool to efficiently machine high-quality molds.

Read More
KM CNC Machine Service