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The Marketing Retrofit Company For Manufacturers

6 Ways To Make Your Brand A Rock Star

“Clean shirt, new shoes
and I don’t know where I am goin’ to.
Silk suit, black tie,
I don’t need a reason why.
They come runnin’ just as fast as they can
coz every girl crazy ’bout a sharp dressed man.”*

Make your customers crazy about your brand – and be a rockstar in 2012! Take an inventory of your signature line up:

Do you have consistent messaging that differentiates your brand in the industry? Many companies in the building products industry are attempting to differentiate themselves by saying the same things: QUALITY, CUSTOMER SERVICE, SOLUTIONS. If everyone is saying the same thing, is it really a differentiator for you? The answer is NO. Make sure you have captured your “single thread” – the one thing that your brand can own that makes it different from all the rest.

Is your printed literature up to date, or are you “using up” old stuff? Using outdated or incomplete catalogs, brochures and other sales collateral is like singing the same song over and over again. Not interesting. It signifies that things in your company are stagnant – when that COULD be the farthest thing from the truth. Keep your audience tuned in to just how dynamic your product line is and remind them how it benefits them to buy from you.

Are people standing in line to visit your website? Is it easy to use and navigate? Are ALL your products/services completely represented online? Can a user get anywhere in 3 clicks? Do you have an active blog where you are posting company and industry-related content? Your site represents your company 24/7. It’s got to be a hit. It’s like a great agent—representing you, promoting you, consistently and cleverly attracting the right attention.

Do you have an effective content strategy? Do you have a dedicated person or team of people that are actively involved in creating, scheduling and delivering content about your products/services online and in print? BtoB magazine recently asked top marketers what they were focusing on next year and all of them said content is a top priority. BtoB’s digital marketer of the year, GE’s Linda Boff, said the opportunities in digital (videos, photos, pure content, apps) are rich, but the single biggest area GE will be focusing on next year is content. How about you?

Do you have a 2012 trade show strategy? (Before/During/After) Are you taking advantage of pre-show connecting? If the answer is “no”, you’re not alone. Driving qualified traffic to your booth takes far more than adding a “visit us at Booth X” graphic to your industry pub ads. There are so many ways to connect pre-show and start the conversation ahead of time. Once at-show, those leads are already warm. Your sales team will thank you. What are you doing to connect post-show? With a trade show strategy in place, you’ll know exactly whose responsible for follow up, how they’ll do it and when. Your targets will be clearly defined. There will be no question whether or not the show was a chart-topper.

Are you rockin’ social media marketing? 90% of the building products industry is invested in print; create the unexpected buzz online. Be the 10% that capitalizes on that opportunity. Be active on the big three: Twitter, Facebook and LinkedIn, Stay abreast of the changes on each network. Did you have a Social Media Strategy in 2011? Do you have one for 2012? Its a must. Many B2B marketers in the building products industry are still questioning whether or not social marketing is something they should engage in. Let me just remind you that ten years ago the same people were questioning whether or not they needed a website…

Rocking center stage doesn’t happen overnight. There’s a lot that happens backstage. Make sure your roadies plug in the strongest brand amplifiers: messaging, print, online, content, trade shows, and social media.

They’ll come runnin’ just as fast as they can, coz everyone’s crazy ’bout a sharp dressed brand.

If your brand was a famous rock band, what would it be called?

*ZZ TOP lyrics are property and copyright of their owners.”Sharp Dressed Man” lyrics provided for educational purposes use only.

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