Electronics manufacturing services (EMS) is an educated sell to a cross-functional team that goes in and out of ready-to-buy mode. What does all that jargon mean? Basically, you need to have a range of messages that are strategically timed to regularly reach your market. With that in mind, here are the top five things your marketing program should do:
#1: Make Every Dollar Count – EMS is a low margin industry and there is a relatively small target market. Programs should be tailored to reach the audience relevant to EMS vs. the world at large.
#2: Create Awareness and Preference for Your Brand of EMS – No one EMS provider is good at all things. What do your customers think your company does well? Every message and image should reflect that brand.
#3: Get the Right Kind of Attention – What keeps your customers up at night? The best programs promote an EMS provider’s ability to solve critical customer challenges. And, since it is a cross-functional decision team, there should be a range of messages that appeal across the team vs. simply to purchasing.
#4: Make the Sales Team More Productive – Advertising won’t close sales, but it can help identify the prospects worth spending time with. Cold calling and sitting in lobbies hoping to catch a decision maker is an inefficient use of sales force time.
#5: Help You Keep Mindshare – How many times has a prospect told you he isn’t looking and then a few months later given business to your competitor? A good program schedules communications at regular intervals to keep in touch. That type of program also reminds prospects who are ready to talk about their challenges that you can solve their needs. A marketing program with good mindshare maintenance activities can force multiply your sales team by identifying prospects who are entering ready-to-buy mode.
If your marketing program isn’t doing those five things, visit http://www.powell-muchaconsulting.com to learn more about our services.