Planning an Industrial Advertising Campaign

Planning an Industrial Advertising Campaign

Planning an Industrial Advertising Campaign

The first step towards the planning of an industrial advertising campaign is to set out a programme of activity. As we saw in the case of consumer product advertising, an organized approach to the spending of the appropriation is essential if unnecessary wastage is to be avoided and value for money is to be achieved.

An industrial advertising campaign should be organized on the following lines:

(1) Establish the ONLINE MARKETING Plan

Once again, the ONLINE MARKETING Manager must have a clear notion of his objectives and the role he wants advertising to play in helping to achieve them. We have said already that advertising, alone, does not sell. Its function is to generate interest in the product or service which is offered and to create as favourable an impression as possible of the merchandise and the company concerned. In practical terms, it is likely that the ONLINE MARKETING Manager will be seeking to gain a greater penetration of his existing market and may well be hoping to extend that market by bringing his product to the notice of users with whom his sales force is not, as yet, in touch.

He may decide to use the service of one of the many advertising agencies which specialize in industrial advertising. Before he does so he should establish exactly what it is that he is selling and to whom he is selling.

(2) What Are We Selling?

In the industrial field, product quality and service tend to be of equal importance as selling features. A product of superlative quality, in comparison with its competitors, will have little appeal to customers if they find that the service, which backs it, is completely inadequate. Reliability in his supplier is often a more important asset, in the eyes of the industrial buyer, than quality supremacy. The product usually has to be only good enough to do the job for which it has been designed; but the service which the manufacturer provides must be more than adequate if he is to succeed in a highly competitive market.

What, then, are we selling? The product or the company's reputation for service and reliability? Perhaps the two are indistinguishable from the viewpoint of market acceptability. Let us look again at the product. Is it much the same, in terms of quality and utility, as its competitors? Or does it possess some specific edge? If so, then this, surely, is the factor we wish to hammer home to the trade. This will be our unique selling proposition and its exploitation by means of a 'hard sell' campaign seems indicated. On the other hand, if there is little to distinguish our particular product from that of others being offered to the market, we must conclude that its unique selling proposition is weak. An attempt to 'hard sell' in these circumstances may not prove very effective, unless our potential for outstanding service, by means of ex-stock supplies from regional warehouses, fast delivery or an expert advisory service, is superior to that of our competitors. Unless we have some specific advantage to offer, a strong unique selling proposition, it may be advisable to restrict our advertising to a series of 'prestige' advertisements with the object of keeping our product and our company name to the fore as a backdrop for our other ONLINE MARKETING tools.

(3) To Whom Are We Selling?

What we are really asking under this heading is who are the decision-makers among our potential customers? Some of the answers will come from the Sales Department because they will know to whom they are already selling the product or service: managing directors; purchasing managers; works managers; stylists and designers. Another source of information will be Market Research, which should be able to designate the decision-makers within user organizations for specific goods or services.

The ONLINE MARKETING plan should also tell us how much of the market we wish to penetrate. This will be dependent upon the increase to existing sales which we are seeking and in turn will be related to our available production capacity. Again, Market Research should be capable of indicating the size of the total potential market for our product and where it is to be found.

(4) Briefing the Agency

With a clear idea of what he wants, the ONLINE MARKETING Manager is now in a position to brief the agency personnel. He should furnish them with the fullest information possible on how the product is made, what are its special features (unique selling proposition) as well as the situation appertaining to competitive products and the degree of market penetration which his product has so far achieved.

Armed with this information, the agency should be able to respond, in due course, with a rough plan of campaign on these lines:

(1) The proposed 'platform' or theme.

(2) Suggested art work and copy for advertisements.

(3) Recommendations for media.

(4) The proposed budget for the campaign.


Interested in - The Market For Online Orders in 2015



Please Note

The Trade is, of course, a major source of product ideas. All manufacturers examine, with avid interest, the new products of their competitors.

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