Often when we think about "marketing", we tend to think about reaching consumers. Sometimes the narrative is focused on getting through to American families, affluent professionals or even millennial consumers. But marketing isn't just for targeting consumers.

In many industries, from heavy machinery and trucking to engineering and technology, business is built on name recognition, reputation and relationships.

Why Marketing for Manufacturers?

Manufacturing Global covered the subject this spring in an article titled "Why have marketing in manufacturing?"

First, author Andrea Olson highlights conditions that apply to business-to-business (B2B) industries as much to the business-to-consumer arena.

Among the high-level reasons firms in heavy industry need marketing are:

• Massive increases in competition due to the increased number global suppliers
• Requirement among customers to save money
• Need to expand sustainably though efficiencies
• Economic swings, price fluctuations and variable material costs
• Imperative to differentiate from the nearest competitors

Another magazine and website called Industrial Distribution studied the subject of marketing in industry from a different angle.

The periodical asked, "Does your company ‘speak’ to the market in a clear, consistent manner?"

Moreover, Industrial Distribution stated that all strong brands, no matter whether they manufacture products or sell services, "take a well-defined position; one cemented in a foundation of consistency, sincerity, and defensibility."

It's from this position of strength that "market alliances are formed, customer relationships are fortified, and market share is defended or expanded". With this assertion, the magazine makes it clear that B2B customers are really no different than consumers from the perspective of marketing and that what marketing seeks to accomplish is also the same.

Building Relationships, Name Recognition

Some manufacturers and B2B services firms rely on active salesforces to initiate and nurture relationships. Others gain visibility by participating in trade shows in their sectors. But in the end, B2B firms build name recognition the same way as other businesses.

For this reason, many of the promotional products distributors and printers that Idea Customs Solutions serve spend at least a portion of their efforts targeting manufacturers, heavy industry and B2B services firms. Though the end users of their products and services may be foremen, engineers, systems architects or operations managers, promotional products and marketing collateral both play a role in establishing name recognition and maintaining it.

We’ve talked about how some promotional products like tool sets and safety kits are becoming popular, especially with businesses in the manufacturing sector. Likewise specialty tools and other useful items can be branded as giveaways for specific markets. Moreover, tech promos such as phone chargers and other electronics accessories are used by everyone at work, at home and on the road too.

Anyone in the business of selling marketing services should target the diverse B2B sector. They remain a profitable and underserved market. When you do, partner with Idea Custom Solutions for the best vector artwork, embroidery digitizing, image editing and other graphic design services.