Manufacturing Principles Yield Better Product Publicity

If you’re a manufacturer or distributor and want more OEM sales opportunities: pay attention.

Most companies are I-centric with their “advertising” and try to tell their whole story instead of focusing on the problems of potential customers. I’m using advertising as a generic term for publicity too.

The first manufacturing principle that a design engineer uses is to define the parameters for a product. If you need to design a sensor to fit into a small envelope; there you have it. Or if you need to design for strength; you know what you’re dealing with. This same principle applies to product publicity on two levels: First, you need a one-page format for editors and second, you need to illustrate a problem being solved in order to generate the best possible inquiry or or be industry-specific.

Here are examples of published product publicity which targets specific industry requirements for drones and UAVs and the other for conveyor systems.

Most companies who advertise their capabilities try to list them all. But, a prospective customer only cares about his or her problem. The logic is quite simple: Identify yourself as a problem-solver in order to get new customers, speak to them directly via all types of media outlets they are reading and paying attention to.

The repetition of exposure as a problem-solver is what confirms to OEMs and product or system developers that your company is really an innovative problem solver.  Let editors tell your story and show readers how effective your company is.   It is much more effective than making your own pitch!

(C) 2017 Steven M. Stroum (with permission to share)

Steve Stroum

Steven M. Stroum, founder and president of Venmark International is a seasoned publicist, marketer, and entrepreneur who has been featured in INC Magazine, Sales & Marketing Management Magazine, Industrial Marketing, OMNI Magazine, USA Today, The Christian Science Monitor, Boston Globe, Boston Herald, The Middlesex News, San Francisco Chronicle, and other media outlets. He has also appeared on numerous radio and television programs, addressed many business and civic groups, and been a guest lecturer at Boston College, Babson College, MIT, and his alma mater Northeastern University.

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