Consumer product companies have always recognized the benefits of marketing. They have used marketing to enhance their relationships with their customers as well as suppliers plus everyone else they do business with. The consistent form of communication across all platforms has established an identity for consumer product businesses as well as an expectation of what you are going to receive if you deal with them. This also helps solidify an understanding for staff and potential hires as to what attributes are most important.
Manufacturers have historically perceived marketing akin to magic. It was difficult to describe and even harder to see the impact from the manufacturer’s perspective. Manufacturers saw relationships based on one on one dealing with customers. For example, you assisted them with their equipment in any way necessary. That was how you “kept the business”.
The world is changing as loyalty to the old school process is eroding. Faster production cycles and consumer demand for customization combined with even more direct contact with the customer is the new model. Just going through a third party is not as prevalent any more.
Creative Commons image
Manufacturers are being forced by the competition to change how they manage their relationships. It is now incumbent on the manufacturer to go to a deeper level to maintain the business. Knowing the product is no longer enough as you now need to know the customer and how they operate as well. To gain this knowledge research is playing a greater role. This information is important to manage existing customers plus it helps get new customers too.
The other major change is with the integration of a marketing plan across all customer touchpoints including the website, new business proposals, or just check-ins to name a few. In addition, the company needs a vision of where they are going plus how they want to be perceived and what strategy they will employ to be successful.
Overall the marketing of manufacturers is operating more and more in the present which requires branding and positioning to be implemented to enhance success today and build for incremental success tomorrow.
Get on board as the bullet train is leaving the station!
