Industrial marketing professionals use a wide range of tools to communicate with customers. The tools include advertising, direct mail, press relations, events, customer magazines, email and e-newsletters. The target audience for an industrial marketing communication program is more complex than the audience for a consumer campaign. Marketing professionals must identify the individuals who make or influence purchasing decisions and communicate with them as directly as possible.
Advertising
Press advertising remains an important tool, with a wide range of specialist publications aimed at different industries. Publications may also target different decision makers within an industry sector. "Information Week," for example, reaches a cross-section of information technology (IT) executives, while "CIO magazine" is for senior IT executives and directors. Placing advertising within a quality editorial environment can help build a brand. However, advertising is not a precise medium and organizations can waste part of their budgets reaching the wrong audience.
Direct Marketing
Direct mail, in the form of sales letters or 3-dimensional items, is a more precise communication tool. An accurate mailing list and an attractive mailing item can deliver a message directly to a single customer or a group of key prospects. The major disadvantage of direct mail is its association with junk mail. Unless there is a compelling message on the envelope or outer packaging, the recipient may ignore it.
Press Relations
Product press releases or feature articles in specialist publications reach the same target audience as advertising. As press coverage is the equivalent of free publicity, budget waste is not an issue. Press coverage, like advertising, can help build a brand and increase understanding of an organization and its products. However, there is no guarantee that a publication will accept and publish the material an organization offers.
Customer Magazines
A customer magazine enables an organization to publish its own detailed editorial material and aim it directly at the target audience. It offers precision and depth of information. However, quality must be good and that means production costs can be high. Producing electronic versions of a magazine eliminates printing and distribution costs while allowing marketing teams to produce a quality publication.
Events
Industrial marketers use exhibitions, seminars, workshops, roadshows and other events to communicate face to face with customers and prospects. Events represent a very precise medium. However, costs can be high and the event is only successful if it attracts the right people.
Email Marketing
Email, like direct mail, offers precision, provided the mailing list is accurate. Content can take the form of sales messages, newsletters, or messages with attachments, such as electronic customer magazines or other publications. According to the website Go-To-Market Strategies, a good email newsletter should be opened by 30 to 40 percent of recipients. Email is a low-cost medium enabling marketers to contact prospects and customers regularly. However, organizations must have recipients' permission before sending email. The high volume of email in business also makes it easy for recipients to miss or ignore a marketing communication.
Tags: direct mail, target audience, build brand, communicate with, costs high