GenSales https://gensales.com Your Lead Generation & Appointment Setting Department Fri, 13 Jan 2017 18:14:20 +0000 en-US hourly 1 https://wordpress.org/?v=4.8.1 Plastic Production, Authentic Marketing: Creating a Brand, Not Just a Production Line https://gensales.com/2016/08/plastic-production-authentic-marketing-creating-brand-not-just-production-line/ https://gensales.com/2016/08/plastic-production-authentic-marketing-creating-brand-not-just-production-line/#respond Mon, 08 Aug 2016 15:45:23 +0000 https://gensales.com/?p=6203 If you spend the majority of your time in the R&D department, you are to be commended. The primary concern of any production company should be its production; however, your company’s marketing campaign is your window to the world. Plastics production is a service that needs its marketing arm more than most brands. Here are a […]

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If you spend the majority of your time in the R&D department, you are to be commended. The primary concern of any production company should be its production; however, your company’s marketing campaign is your window to the world. Plastics production is a service that needs its marketing arm more than most brands. Here are a few tips to ensure that you are creating a brand with an appropriate campaign for your development, not just a production line with a less than optimized return on investment.

The Metrics of Success

What are your metrics for determining if your production schedule is receiving its just due from your marketing and sales efforts? Do you have them fully quantified, or does the business rely on the perception of its production techniques in the market to sell it? If either of these scenarios is the case, your business is not maximizing its potential in the market. Consumers have more choice than ever, and the instantaneous, saturated nature of communications means that many of your potential clients may never even see your wares.

Relying on Traditional Channels

Creating content on the traditional channels of communication is no longer acceptable as a singular strategy. Real time, omnichannel communications are allowing your competitors to talk to your clients in a live, two way conversation. You may not even know that you are losing business if you are not a part of the conversation, and there is virtually no way that you will be able to expand any market share.

The customer chooses the point of contact and the type of communications that take place in the modern business landscape, and if you are stuck on the traditional model of volume based ad spend, you are wasting money and achieving less than optimal results.

Social Listening

Part of creating your brand is understanding exactly what it is that your customers and potential clients need. You no longer have to pay for expensive focus groups or survey teams to gather this information – your clients are giving it to you for free on social media. Although it is a bit more difficult to find the communication points for the plastics industry than it may be for, say, entertainment, these niche industry groups are still available and wide open.

Modern marketing technology allows you to aggregate trends based upon comments that are made about your industry or your individual brand. When you can see what your customers want in real time in black and white text, it is much easier to create a product that they prefer. They are giving you the keys to the kingdom here; all that you really need to do is listen to the information as it is presented!

Selling vs Prospecting

If your sales team is constantly prospecting with no increase in year over year or month over month results, then you owe it to your business to employ a new sales method. If your products are good, then your sales reps should be reporting new leads consistently and progress on old leads that correspond to your level of production. The advent of big data and the methods of communication mentioned above completely destroy the notion that any company has to be stagnant, sitting in the dark about the next innovation they need to take either in a marketing or a production sense.

For instance, the percentage of cold calls that your sales team makes should never rise more than a few percentage points after the implementation of a robust sales structure employing the methods above. Why? People will know who you are before you call them! Additionally, you should begin to see a trend of objections with your sales team. Your sales team will gain valuable information about your customer base with each call, and these calls can be aggregated in order to create more robust buyer’s profiles and sales funnels. More importantly, you will know exactly what you need to fix to get the business in the short term as well.

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