When there is a need to outsource a project or workload to an outside group, such as a marketing, advertising or branding agency, it can be a daunting task for a manufacturing company to know what exactly to look for as they seek out an agency partner.
Often, manufacturers have small or non-existent marketing departments so they ideally want to hire a manufacturing oriented marketing agency that is an extension of their own team. However, a majority struggle to find a chemistry that feels appropriate and many have valid concerns of “how” their complex and nuanced business could be understood by someone who isn’t immersed in the industry.
This often leads to a wild goose chase in search of finding the “right” manufacturing marketing agency to collaborate with, one with deep and relevant industry experience that knows what questions to ask so that they can ramp up quickly and deliver exceptional work.
An Agency Who “Gets It” Doesn’t Have to Be Elusive
You do want to seek out a partnership with a group that has demonstrated a varied range of marketing and branding experience and a proven portfolio of work in the manufacturing and industrial landscape.
According to a recent IBIS World study, as of early 2022, there are 6,139 digital marketing agencies in the U.S. However, of that significant number only approximately 100-200 agencies showcase repeated experience and a solid track record working with manufacturer and technology clients.
That is a small select group to choose from but that doesn’t mean that a manufacturing marketing agency who comprehends the manufacturing space well should be elusive. Talk to people that you trust and get referrals.
Marketing Efforts Need to Do Many Things
In today’s competitive manufacturing market, there’s no room for wasted marketing dollars. Every marketing activity must cost-effectively generate leads, enhance and differentiate your brand, and/or support your distribution and production channels.
Whichever manufacturing marketing agency you choose should be able to navigate you towards what will work and away from what won’t. Marketing efforts need to check off many boxes so finding an agency where manufacturing and industrial strategy and creativity intersect is a desired objective.
You Won’t Know Unless You Ask
There are some considerations and questions that can assist you in finding your ideal agency fit. During your research and inquiry meetings be sure to ask them the following:
- How many manufacturing or technology clients have you worked with?
- What kinds of manufacturing specific projects have you executed or delivered on?
- What is your intake and onboarding process with a new manufacturing client?
- How do you assess what is needed to undertake the strategy, creativity and development of a manufacturing marketing deliverable?
- Do you have a portfolio of manufacturer marketing work product that we can see?
- Do you have manufacturing client references you would be willing to share?
- Are you a member of any manufacturing or industrial associations or groups?
How Does An Outside Agency Successfully Step In and Deliver?
When it comes to producing strong marketing initiatives, a great manufacturing marketing agency knows that its job is to extract from your company’s subject matter experts the meat on the bone. Then translate those discovery notes into well-written and well-organized content that will resonate with your desired demographic.
An agency isn’t the industry authority, you and your company are. An agency that knows how to query to pull insights from a manufacturing team, manage due diligence with supplemental research and has well-versed technical writers and designers at the ready that can produce engaging content regardless of unfamiliar and/or complex topics is the agency you want helping to move your company forward.
Aviate Creative is A Manufacturing Marketing Agency
Aviate Creative has a full pipeline of manufacturing clients with active projects in our queue each month in some phase of a deliverable: website copy, case studies, branding and identity work, collateral and brochures, and product catalogs are but a handful of what we are currently heads down working on.
Manufacturing and industrial industry niches are our primary focus and we have built our brand around having knowledge and expertise in that particular space. Those strengths are wrapped into an agency that has its finger on the pulse of the marketing ecosystem and its evolving trends.
Aviate Creative can help your manufacturing company acquire customers in the age of the modern buyer. Reach out and let us know what you need, we would love to help.
