Electronics manufacturing services (EMS) providers have unique challenges when it comes to marketing. First, there is very little difference among providers in a given size class in terms of equipment and core capabilities. Second, it is an educated, technical sell to a decision team who can lose their jobs if the contractor they select doesn’t perform. And, finally, it is a low margin industry with limited marketing budgets. How can you tell if your program is working or not? Here are five signs you should review it:
- Your Closest Competitor Could Put Their Name on Your Website or Ads and Not Have to Change Anything Else – Your marketing materials should focus on the aspects of your business that make your company unique.
- Sales is Having Difficulty Scheduling Appointments – A good marketing program helps inform the market about your company’s particular value proposition and attracts attention from prospects needing the solutions you offer. A weak program doesn’t differentiate your company from the competition and prospects see little need to agree to a sales call.
- Competitors Close Business at Companies Who Told Your Sales Team That They Weren’t Looking – Competition is heavy enough that out of sight is often out of mind. When a prospect goes into ready to buy mode, he or she often only tells the companies who are staying in touch. A good marketing program can help you stay in touch with periodic informational content such as white papers and emails.
- Trade Shows Get Zero Results – Does the trade show cater to an audience that buys contract manufacturing? Was pre-show publicity done? Did the booth use traffic-building activities to attract attention? Good trade show results are the result of good strategy. If you are simply going to shows and expecting great leads, you will be disappointed.
- Prospects Only Want to Talk Price – If all competitors look the same, the safest choice for a buyer is to select the lowest priced option. If one company appears to have a superior solution, price will be a secondary factor.
If you are seeing two or more of these situations happen, chances are it is time to review your marketing strategy. Powell-Mucha Consulting, Inc. can help. Visit our website: www.powell-muchaconsulting.com for more information on our services.