There was no playbook on how to navigate the unprecedented challenges of 2020. However, from a marketing standpoint, history has taught us that there is a right way and a wrong way to respond in a time of crisis.
This past year, our industrial marketing agency was a guest on The Manufacturing Show with Todd Hockenberry to discuss new messaging strategies for manufacturers. The information in the podcast episode pertains to the current pandemic, but it can also be applied to any future event that similarly disrupts the marketplace and requires a quick change in messaging strategy.
Acknowledge What’s Happening and Be Transparent
During events like the current pandemic, companies are often so afraid to say the wrong thing that they choose to say nothing at all. This is a huge mistake because customers are looking for you to provide updates and reassure them.
It’s important for manufacturers to acknowledge what’s happening in the world and stay connected to their customers. Not only are buyers more apprehensive and anxious, but they could very well be making assumptions about your business that aren’t accurate. For example, many of the manufacturers that we’ve spoken with have told us that customers assumed they were either closed or at least somewhat compromised in their ability to manufacture. This was often not the case as many manufacturers were continuing to produce at normal rates. But if companies don’t open up that line of communication and keep customers informed, then they may assume the worst. Be transparent with customers about where your business stands and inform them of any new policies, procedures, sanitation and safety measures, etc. Otherwise, you’re just giving customers the opportunity to make assumptions and even seek new partnerships if they don’t hear from you.
Be Helpful and Personalize Your Messaging
In times of uncertainty, people naturally seek comfort, assurance and understanding. It’s important for your messaging to provide all of the above and to convey a sense of empathy and awareness. Reach out to customers and ask what they need help with. Not only does this give you valuable insight into what your customers need at this moment, but it also makes you appear helpful and accommodating. This is something that customers will remember and be grateful for when the chaos subsides. In the podcast episode, Aviate President Paul Kiesche encouraged manufacturers to ditch the sales pitch and let customers know you’re there for them: “If you’re helpful, if you’re generous, if you’re kind and if you’re loyal all of those things are going to be remembered…We always talk about how marketing and business and sales fall into relationships and this is a really good opportunity to build those relationships. Reach out and ask people how they’re doing. Listen to them. That’s a big part of it, listening. Not just talking to them but actually listening to what their needs are.”
Just as customers want to feel special when you’re trying to earn their business in normal times, they want to feel the same during abnormal times. Personalize your messaging as much as possible, especially for your biggest clients. No one wants to feel like they’re reading a blanketed message that can be intended for any other company. Make it clear that you’re inquiring about them specifically and don’t limit the conversation to just business. These are challenging times for everyone on both a professional and personal level. Treating customers as people first and partners second is a great way to rejuvenate everyone’s spirits and maintain those existing relationships for when business returns to normalcy. If you know what you want to say but aren’t quite sure how to say it, it can be helpful to work with manufacturing writers who speak your customers’ language and can help you get your points across effectively.
What About the Future of Trade Shows and Content for Virtual Events?
Historically, trade shows have been the bread and butter of marketing for many manufacturers. But this past year has left companies wondering whether trade shows will return as in-person events or remain virtual. If the majority of events do remain virtual, how do manufacturers need to adjust their messaging and ensure they can engage customers through a screen?
Regarding the future of trade shows, both Kiesche and Hockenberry agreed that in-person events will eventually return. But until that happens, manufacturers need to ensure they’re approaching virtual events strategically. If, for example, a manufacturing company decides to host a webinar, it needs to narrow down to a niche market or service. Hosting a webinar about a broad and generic topic isn’t going to be effective because the Internet has become overloaded with webinars in the past few years.
In a recent Lunch & Learn that was hosted by Industry Today and featured both Kiesche and Hockenberry, the topic was about messaging for manufacturers specifically. This is an example of how companies should niche down to a specific audience and choose a topic that isn’t overplayed. In the podcast episode, Kiesche recalls how a couple of years prior, thousands of businesses were hosting events about cybersecurity. It quickly transitioned from a hot topic to old news because it was so overdone. Choose a topic that is specific enough to your audience and one that you can educate people on to position your company as the expert. If you don’t know where to start, an industrial advertising agency can help you build your target audience profile and generate original topics that will engage and educate your audience. As Hockenberry puts it, “Marketing today is a lot about educating, and that’s how you’re going to stand out.”
Manufacturers also need to consider the differences between in-person trade show booths and virtual booths. While it’s important to keep your overall message consistent across the board, you shouldn’t simply transfer the content from your trade show booth to your website. It’s much more challenging to keep a virtual viewer engaged because unlike an in-person event where there are only so many places to go, virtual events are open and boundless. This is why it’s crucial to ensure that if you do participate in a virtual event, that you are providing actual value. This means crafting content around your customers’ pain points and showcasing your capabilities without being salesy. The good news is that virtual events are much more cost-effective and time-effective than traditional trade shows. You no longer need to fly the team out, invest in a booth and meet with potential clients. Virtual events also create the potential for a much larger audience because people can now access events that they would’ve been excluded from in the past. This makes it all the more important to rethink your online experience and create new messaging and graphics either in-house or with the help of a manufacturing branding agency.
For even more information on the future of trade shows and messaging for manufacturers, check out the full podcast episode and let us know what you think!
