Marketing an un-sexy product

[mark@burnley]

OK the company I work for sells industrial testing equipment to industrial users, shipping companies, ultility companies etc (as I said, not sexy).

We are probably number 3 or 4 in most of our global markets, we make a profit (but not a huge one) but I am looking for some breakthrough-thinking that will double my revenues over the next 3 to 5 years (from £6m today)

Assuming our new product development team come up with the goods, I then need to raise the whole profile of the company to do my new products justice?

Focussing just on the UK to begin with, how would you guys raise my company's visibility?

 

[telemax]

Hi

2 things immediately spring to mind. Are you getting the full potential from your current customers?, do you have good account mangers that keep in touch with them, it's very easy to lose customers without doing this.

Also do you get on the phone and prospect new customers?

Jonathan

 

[Calibre Designs]

Hi Mark,

We work with many manufacturers and producers of products. Believe me, making ordinary products look good from a marketing angle isn't all that easy.

Do you have a link to the company profile?

Don't mind taking a quick look to assess the company's branding technique.

Thanks
K

 

[Paul Kelly ICHYB]

Communiction and presentation are key.

- Communication to current and potential customers.

- What and how you present in the communications.

This can all be driven by websites, regular updates, initial contact, even the way the phone is answered.

My biggest acheivement was within a old, possibly stale, brand, that I helped turnaround to be no 1 in the UK, of which the above 2 issues played a crucial part.

Everything can be made to look sexy and intersting!

 

[Matt Thom]

Hi Mark,
The methods you already have in place are an important starting point to decide how to develop the process. Having said that, for a range of new products, you'll need literature of some description, whether its online or in brochure format to showcase the new products. For a new range with new benefits, PR is an angle most niche publications would probably show interest in.

I wouldn't worry about it not being 'sexy' as interested parties will be interested in the products features/ benefits for that type of thing. What would help this aspect though is the creative design of the medium(s) as the platform to showcase the products.

More information would be useful though, PM me and I'll have a look at your site.

Regards,
Matt

 

[directmarketingadvice]

I am looking for some breakthrough-thinking that will double my revenues over the next 3 to 5 years (from £6m today)

Assuming our new product development team come up with the goods, I then need to raise the whole profile of the company to do my new products justice?

I don't really understand what you're saying.

What does this mean: "I then need to raise the whole profile of the company to do my new products justice"

It sounds like you're creating new products to add to your existing ones. But, there's no explanation of what that'll mean to your revenues.

Would marketing them to your existing customers take you to £6m?

Or, do you need to market them to non-customers to reach your goal?

This extra £3m, what %ge will be from existing products?

The numbers - and your expectations - aren't clear in your post.

Obviously, I don't have much information, but I get the feeling that your desire for "breakthrough-thinking" is a sign that you're either off track or you're neglecting the basics.

And, I suspect that if you stuck to doing all the basics as well as possible - refining your marketing, lead generation and sales conversion, customer retention and repurchase programmes, getting back lost customers, joint ventures, adding products you can sell to your market, up-selling etc - you can probably find most of the growth you're looking for without breakthrough (or should that be "bullsh1t") thinking.

Just my 2p,

Steve

 

[georgelane]

Possibly one of the best ways to sell industrial widgets and the like is through using White Papers, Ready Reckoner's, Cheat-Sheets etc, as lead generation tools.

Then to follow up with these prospects to build a relationship, then eventually, sell.

A great place to start is Perry Marshall's "White Paper's" course. (Just do a Google Search for it and you'll find the page)

Hope that helps,


George

PS: IMHO, it's a lot easier to sell 'non-sexy' products than it is 'sexy', as most companies in the 'non-sexy' areas aren't as marketing savvy and suffer dreadfully from "marketing incest" .

 

[DavidAshton]

As per the last post. I launch so called "new " products for companies for a living and if the product is realy niche or new then it is a lot easier than working with someone launching a "me to" product like a new flavoured water..... so falling asleep just thinking of this project!

 

[glencooley.com]

Usually a few champagnes to the top guys and pestering from the guys on the floor that need the equipment is how its usually sold.

Things like conveyors for airports etc......dull as dishwater and lots of competition so sell the product to the guys that will be using it on product benefits...not sexy i know but a reality. Then wine and dine the ops director etc that or bribes but the money is no good if you are in clink

 

[KidsBeeHappy]

Hi Mark

If you want to know how to make an unsexy product into a billion pound empire then take a look at the profile of Clyde Blowers, Weir Pumps and Jim McColl. worldwide market had 10 suppliers in it, and he systematically bought all but I think 2 other competitors, and has built up one of the strongest portfolios in the industry.
http://www.theherald.co.uk/mostpopu...l_takes_control_of_weir_pumps_in_50m_deal.php

 

[emailblaster]

I too had a very unsexy product to promote - central heating switches!

I acheived it by carrying out a PR campaign starting with local press using an environmental angle, then I went on to trade press writing articles and case studies and providing them with samples and images of the product, then using the eco angle approached the nationals and got coverage in the Telegraph, Guardian and BBC news.

It's not easy but using a slow and steady approach and really thinking about the angle - not just using the product but the company, it's staff, ways the product can be used at consumer level or even how it could effect the consumer as well as the local angle (which helped it spread into national).

My advice - think outside the box!

 

[Bridget]

If you need any videos producing to showcase any of the products let me know. I recently produced a short (and pretty basic) video for an air compressor company (not very sexy products at all !) but it helped them to win a big contract with walkers crisps. They use the video on their website and sent it out to potential clients on DVD's. It gives people a clearer idea of what your company is about.

 

[Chris Ashdown]

Have a open day at the factory to show the skills of your company and how the customers benifit from your product range

Prior to this write a PR letter to all the trade magazines promoting your new range, and a invertation to your open day. you will also run a competition for those attending of a two week holiday for two to xxx for the winner ( a couple of grand against 6 million)

Produce a small dvd with video of your products and point out the benifits of both the products and in dealing with you