How Do You Promote Your Company?

How do you promote the company you work for? How do you get their message across to potential customers? The answer to this question will vary according to the product and/or service you sell and the type of customers you supply. In the packaging machinery industry we are selling B2B. However, if you sell to all types of production plants, you may be dealing with individuals whose background and position vary greatly. Our company sells to all the Fortune 100 companies as well as the small startups. So the person who will be purchasing our equipment may differ from the actual owner of the startup, to a production manager, plant manager, engineering manager, purchasing manager, or maintenance manager. Each of these individuals may use a different method to source the machinery they need.

Keep in mind the persons you deal with and the sources they use to spec machinery. In our case, we need to use many different forms of marketing to reach all the potential customers. We make sure that our marketing mix includes a lot of variety such as print advertising, trade shows, website, social media, cold calls, direct mailers, referrals, etc. If you deal with the general public and/or a young audience, you will need to have a heavy social media presence in the mix. So keep in mind your target audience when planning your promotional initiatives.

The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading packaging machinery manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at www.neminc.com.