To the average person not working in the field of manufacturing, the industry can seem dark, dirty and not “cool” at all. But after spending a number of years writing for the manufacturing industry, I know that this isn’t true at all. In fact, there are a lot of really cool things happening in the industry that people just don’t know about. And this is why I think the manufacturing industry needs an image makeover.
To change the perception of the industry, it means focusing on more than just traditional marketing objectives of presenting the features and benefits of your products or services. It means changing your industrial marketing strategies to present your company and products in a new, exciting way. One company that’s doing this really well today is Caterpillar.
Caterpillar’s “Built for It” Branding Strategy
If you haven’t seen Caterpillar’s new branding videos, you should check them out. This year, the company began releasing videos to further establish its tagline, “Built for It” and facilitate more consumer interaction. But the strategy isn’t just about attracting customers; it’s also about attracting potential employees with eye-catching content. Although the videos aren’t overtly promoting Caterpillar products, they support the brand promise and promote brand awareness. See for yourself and watch five heavy Caterpillar machines play a game of Jenga with 600-pound blocks.
Emerson’s Innovative Solutions and Marketing Plan
Another company helping to change the industry’s image is Emerson. Emerson manufactures products for a wide range of industries and applications. However, many of their solutions are things that the average person probably doesn’t have experience with or know about. The “It’s Never Been Done Before” marketing campaign makes Emerson solutions accessible to anyone, anywhere. The ads highlight how Emerson solutions make it possible for companies operating in extreme conditions to conduct business all day, every day. By highlighting these cool applications, Emerson is presenting itself as an exciting and innovative company. You’ve probably seen the ads too. The campaign takes shape in the form of advertisements in newspapers and magazines, on TV and the Internet, as well as on airport billboards.
There are many examples of manufacturing companies taking their industrial marketing efforts to the next level. What manufacturing companies have you seen help give manufacturing an image makeover?
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