Industrial Brand Marketing

Macau May 30th 2008

INDUSTRIAL BRAND?

But brand is for …

INDUSTRIAL MARKET TOO!

BRAND HELPS TO HOLD

LET’S TRY UNDERSTAND WHY

MOST COMMON FACTORS ON THE INDUSTRIAL BUYING DECISION:

QUALITY

PRICE

DELIVERY

QUALITY

– Reliability– Durability– Strenght– Longevity– Power– Finish– Engineering integrity

DELIVERY

• What means delivery term?– Availability– Speed with which the product can be brought to

the door.

• So … What is the most important?– IS THE KNOWLEDGE THAT A PRODUCT WILL BE

DELIVERED AT THE TIME PROMISED

PRICE

• Buyers are looking ALWAYS for a better price.• They are ready to pay more for … Brand?

YES, THEY ARE!

ESSENTIAL INGREDIENTS

QUALITY

DELIVERY

PRICE

INGREDIENTS WHICH ENHANCE THE TASTE

SALES SERVICE

AFTER SALES

WARRANTY

PROMOTION

BRAND!

WHAT PEOPLE BUY WITH AN INDUSTRIAL BRAND?

• TRUST• RELIABILITY• FRIENDSHIP• … any number of other intangible which have

value

THIS COULD BE MORE IMPORTANT THAN PRICE!

HOW TO PROMOTE BRANDS?

Every one has his own strategy

Every market is different

… but the promotion methodes are still the same

THE PROMOTIONAL PLANNING

• Budgeting• Objectives setting• Promotion methods• Design of promotion material• Administration• Evaluation

BUDGETING

This will be a sort of compromise between what is sought as a marketing objective and what is judged affordable

The achievement and objectives of the promotional plan will largely be determinated by the available budget

Small budgets can produce results if they are focused and not dissipated

OBJETCIVES SETTING

This is the key to effective brand promotion

If there are several core brand values, which have priority?

What are the priorities in terms of market sectors and niches?

Targeting may also include deciding which brand values to stress in each sector

PROMOTION METHODES

The choice of effective promotional methods depends on the target

Most types of promotions will be used for purposes

The complicity and collaboration of the sales force is a key factor

DESIGN OF PROMOTION MATERIALS

The design is very important for the success

It needs to be committed to quality

IMAGE, NAME, LOGO, MESSAGE, ADVERTISING, WEBSITE, PACKAGING,PRESS RELEASES …

ADMINISTRATION

Administering the promotional budget is a matter of making sure it all happens

The staff and resources are in place to ensure this and that the promotions are working towards the key goals

EVALUATION

Although in the long run the point of branding is to GENERATE PROFITABLE BUSINESS

Branding promotion IS NOT CARRIED OUT to generate sales enquires

Its success or otherwise cannot be evaluated in terms of orders or enquires received

PROMOTION METHODS

• E-Promotion• Promotional literature• Product and product packaging• Sings and livery• Direct Mail• Media Advertising• Press release• Exhibitions• Personal Contact

E-PROMOTION

• Website: Becomes the brochure on line. The most important promotional weapon for most B2B companies.

• E-news: Effective and low cost promotion• E-PUBLICITY• Key words in Searchers (Google AdWords)

PROMOTIONAL LITERATURE

This used to be the must-have for all industrial companies

It is still important but less so today, being increasingly usurped by the cheaper, more flexible website

DIRECT MAIL

Very flexible tool to meet both brand and products objectives

It delivers less and less in this noisy promotional market

It is used more and more direct e-mailings

MEDIA ADVERTISING

IS MORE EFFECTIVE TO BUILDING A BRAND THAN SELLING A PRODUCT

PRESS RELEASE

Is best carried out by professionals although in-house work can be effective

It is important to tell a consistent story rather than just send out anything which is felt to be vaguely newsworthy

EXHIBITION

Attendance at exhibitions can be used effectively to build a brand and works well for high value products that have to be seen, touched and demonstrated

PERSONAL CONTACT

Personal contact is EXTREMELY Powerful

Need careful management to ensure that there is a uniformity of approach

The consistency that we expect should come from strong branding

YES, BUT …

WE WORK WITH SUPPLIERS …

… SOMETIMES WE DON’T WORK WITH OUR OWN BRAND!

OK, YOU’RE RIGHT BUT …

…do you see differences between?

For identical or similar products …

THE BIGGESTS DIFFERENCES ARE:

PARTNERSHIP AND FEEDBACK

YOUR COMPANY

YOUR SERVICES

Any number of other intangible which have value.

ONCE MORE :

NO FEEDBACK

NO PARTNERSHIP

NO CO-WORK

FEEDBACK

PARTNERSHIPCO-WORK

OUR BRAND …

THEIR BRAND …

COSTUMER PERCEPTION

+

THE BEST OPTION

…OUR BRAND

THEIR BRAND …

• Brands create TRUST and confidence• Symbolize a strong and on-going relationship

between costumers and suppliers• In a long term is a far better approach than

building business just on personal relationships.

• Provide a focus for promotion and help build continuity

Branding is an effective competitive strategy in industrial markets

A strong brand blocks out competitive penetration.

BRAND PROMOTION IS LIKE RIZ …

SO …

YOU CAN COOK IT IN SO MANY WAYS !

That’s all! Enjoy your Brand!