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Only Connect: Marketing to the electronics manufacturing industry

Welcome to another post in the series by Nick Locke, of Nicab Ltd, who has over 15 years experience in the electronics manufacturing industry specialising in interconnection cable assembly.

A lot of people in our industry complain that traditional marketing systems just don’t work because their business / industry is different than others.

For example, we in the cable assembly business mostly make to order, which means we have issues such as lead-times, stock of parts and tooling to consider.

This is going to be pretty much the same across all the electronics industry especially for CEMs. I find this area of business fascinating as we all know that we do a good job and work hard for our customer, right? So can’t we just tell them that, then they will queue up to buy what we have? 

The reality is that’s just not how it works, although we work in a technical industry we still need to use the same marketing skills ALL other industries use.

However, if you work with a marking agency that does not specifically understand the manufacturing market you will get the issues that are in this table from the Harvard Business Review.

I am willing to put money on many of you agreeing with the issues referenced above, however, there is a solution. The most important thing is to be clear about the benefits of working with your specific organisation.

What scares many business owners is not selling to everyone and only trying to send your message to a select number of people that “get” your message and are willing to pay a premium for it. The strange thing is by doing this you get to speak to more people who want to do business with you.     

If you take potential customers on a journey with you exploring what can be done they will want to work with you and wait for your lead-times and pay for tooling that you don’t have.

So the real question is, what is the single simplest message that you can give your potential customers that tells them exactly what makes you different? Dominoes Pizza are experts in this with their “30 minute or Free” guarantee. What can you do for your business?

Previous Only Connect entries:

* Going Green #10 – electronics sections

* Only Connect: New product design – InfiniBand CXP 12x QDR standard

* Only Connect: HDMI Connections a simple guide

* Only Connect: New investment in the motor industry’s high-end

* Only Connect: My personal connector top ten

* Only Connet: Marine manufacturing and growth

Only Connect: The RS Connector zone

Only Connect: The Eco Award goes to…? (Going Green #8)

Only Connect: Molex and the Solar powered vehicle

Only Connect: Major positives for the connector industry – J.P Morgan

Only Connect: Cisco on a winner with Universal Power Over Ethernet

Only Connect: On the quality of materials

Only Connect: Apple’s new doc connector

Only Connect: Copyright in manufacturing

Tags: cable assembly, electronics manufacturing, journey, manufacturing market, marketing, money, Only Connect

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