Amazed at the number of views a recent blog post of mine (The Five Biggest Myths in Electronics Manufacturing Services (EMS) Sales and Marketing) received, I expanded on the topic in my August Circuits Assembly column:
EMS companies typically fit into one of three categories:
- Those that have excellent marketing and make every dollar count.
- Those that have a marketing budget and waste money without a clear plan.
- Those that depend entirely on the sales team for marketing.
Not surprisingly, the companies in the first category have the biggest budgets and likely get the best return on investment. Why? Because, like sales, marketing in EMS is a numbers game. People have to be exposed to a message five to seven times before they remember seeing it at all. Develop a marketing plan that schedules a series of activities promoting a consistent message over the course of a year, and your market will remember seeing it. Buy a single ad, book at the last minute at a local trade show, or post an occasional message on your LinkedIn page, and you’ll be in the crowd that complains marketing doesn’t work. Put the entire load on sales and you’ll have a frustrated, overworked team with marginal results.
Read the full article.