How Popular Marketing of Industrial Products Avoids Risk

Popularization of industrial products has its inevitability.

First of all, industrial products procurement has become more and more concerned about brand awareness and influence. Otherwise, industrial products companies may not even have the opportunity to participate in bids, so the brand awareness of industrial products companies is gradually increasing. Brand management requires companies to communicate with all kinds of social forces. Under such circumstances, if industrial companies only communicate with their target customers, it will not be enough. The object of communication also includes the government, industry associations, industry experts, media, etc., and even communicate with competitors in order to establish a harmonious competitive relationship.

Secondly, market competition has become increasingly fierce, and the transparency of market transactions has also become higher and higher. The decision-making body of industrial goods procurement has begun to diversify, and the trading of industrial products has become more and more standardized. Therefore, it is necessary for the dissemination to target a wider range of people.

Again, many industrial products are not purely industrial products. Sometimes they are also consumer products. For example, paint can be used for both engineering and consumer individuals. It can be used not only for social reproduction but also for ordinary people's home life.

These driving factors have promoted the process of consumer product marketing.

The adoption of popular marketing methods for industrial products is generally in line with the development trend of marketing. The advantages outweigh the disadvantages. The adoption of popular marketing methods for industrial products will help increase brand awareness and influence as well as its market expansion, such as the development of regional distributors.

Popular marketing is actually a wide-ranging guide for industrial products and can establish a wide range of popularity. Any participant or decision maker of industrial product procurement must be influenced by people around him, such as colleagues, relatives, and friends, and mass communication is conducive to establishing a full range of communication and establishing a good relationship marketing environment.

What kinds of industrial products are suitable for adopting popular marketing methods?

Of course, industrial products adopt popular marketing methods. If they are not handled properly, they have certain risks.

First of all, it is easy to waste the marketing resources, especially the waste of funds. Because the scope of popular marketing is very broad, in fact, many people will never become corporate customers, which will inevitably result in a certain amount of money wasted.

Second, it is caused by low marketing efficiency and there is a certain time risk. If an industrial product is marketed on a popular market, this is particularly inappropriate. Because of the marketing of new products, companies must have a hierarchy and focus. Only by grasping the key can the products be quickly expanded to the market. Therefore, only when there is a certain market basis, industrial products companies will carry out more popular marketing, it will be more appropriate.

Finally, industrial products are often characterized by strong professionalism. If they cannot be effectively packaged and disseminated, they will reduce the dissemination efficiency when they are used for mass communication. The result is “playing against the cow”.

There are many means for popularizing industrial products. There are mainly the following five types: First, community marketing, such as solar water heaters and electrical switch companies, is a typical business promotion activity. The second is exhibition marketing, such as Auto parts companies participate in the auto show, which is a typical business promotion campaign. Third, advertising is advertised. Industrial products companies advertise in the mass media, such as flying carving appliances, Zhengtai electrical appliances, etc., often advertise on mass media; It is public relations marketing, industrial products companies publish soft papers in the mass media, etc.; Fifth, experience marketing, and industrial tourism for the public. When industrial products learn from the marketing methods and strategies of consumer goods, they must establish an effective link between industrial products (brands), marketing tools, and the general public so that they can be effective.

What needs to be emphasized is that not all industrial products will receive good results when they adopt popular marketing methods. Industrial products can be divided into two major categories: The first category is industrial intermediates (such as raw and auxiliary materials, components, etc.), such as diesel engines, Dupont, colored cotton, and chips. Such products mainly serve downstream industrial products companies, but the final products produced by downstream companies may be pure industrial consumables, or they may be civilian consumer goods. Among them, civilian consumer goods may be durable consumer goods, and may also be fast moving consumer goods. The second category is the final industrial product, which mainly serves the industry or the project, but it may also be the civilian product.

For those industrial products that can be linked to "civilian use", it is necessary to adopt a popular marketing method and good results will be obtained. Intermediate industrial products that have a critical influence on the quality of products produced by downstream companies are also suitable for popular marketing, such as Intel processors. However, for pure industrial consumables, it is difficult to receive good results by adopting a popular marketing method.