Hard Pressed Industrial Sector Looks to Technical Marketing and Publicity to Generate Sales Leads

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Industrial companies turn to technical business-to-business marketing and publicity experts to boost recovery.

With a sluggish economy and intense domestic and international competition eroding market share, manufacturers are often hard-pressed to keep sales and profits up. Most of the major market groups experienced modest declines in growth in December, even though manufacturing did expand by 0.3%. While many traditional marketing actions have failed to produce sales leads for manufacturers, technical business-to-business marketing and niche product publicity are hitting the mark.

While many companies that sell industrial products and services have had to make difficult decisions - scaling back operations, closing facilities and laying off staff, or incorporating lean manufacturing and supply chain management techniques, some have found industrial marketing and publicity can increase demand and sales leads.

“In today’s market industrial firms need a proactive posture when it comes to technical marketing and PR,” says John W. Elliott, president and founder of Power PR, a firm that specializes in niche product publicity for business-to business marketing. Elliot’s team of technical marketing and PR specialists write articles and customer case studies and place them as editorial features in vertical trade publications.

The Gusmer Corporation of Lakewood, New Jersey used business-to-business niche publicity to market their Mobile Spray Rig. “We placed articles about the Spray Rig in over 20 magazines,” said Elliott. Gusmer reported a record sales year in 2003 and attribute it to the power of product publicity.

“When you establish higher perceived value for your products you create a demand,” says Elliott. “This can be done with ‘industrial marketing’ executed by people who are familiar with industrial products and understand technical markets.”

“The industrial sector has all the elements of big business: a staggering pace of development, intense competition to sell products and services, big ticket items, and a need to aggressively promote their product or service in order to cut through the clutter and reach the prospect,” says Elliott.

For industrial companies looking for a marketing specialist, Elliott offers the following advice:

 If a company claims to be an industrial specialist, find out how much experience they have in your market.

 Ask for a list of industrial clients, along with testimonials and samples of recent results.

 Choose a marketing or publicity firm that has the ability to understand complex, technical products and services.

“Most industrial products are engineered utilizing the latest hardware and software on the market and are capable of performing the most complex calculations and functions. If a writer, publicity specialist, or Account Executive at a niche publicity firm has a hard time understanding and interpreting the technical information, it’s very difficult to have any level of success.”

In these economic times, many industrial firms are turning to business-to-business marketing and technical marketing and PR services like Power PR. They see added value in finding a niche publicity firm that not only specializes in this type of work, but also understands their market and has experience in it.

For more information contact John W. Elliott, Power PR at (310) 787-1940 or e-mail at johne@powerpr.com. Power PR is located at 3711 Lomita Blvd. Suite 200, Torrance, CA 90505.

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John W. Elliott,
Power PR
(310) 787-1940
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