Brand Building for Manufacturers

Manufacturers and consumer products companies have traditionally engaged in TV ad campaigns or coupon programs when they market directly to consumers. But as the marketplace grows increasingly competitive and consumers spend more time online, manufacturers should consider communicating in other ways with consumers to improve their brand's reputation and visibility.

A survey by Epsilon indicates the following consumer responses when manufacturers engage in permission-​based email campaigns:

  • Downloaded or printed a coupon in an e‑mail 91%
  • Tried a new product as a result of an e‑mail 76%
  • Ordered a product sample 66%
  • Purchased the product online 65%

Some marketing industry observers may point out that online marketing efforts by manufacturers follows a natural progression as consumers now favor online interaction over traditional print communication. However, manufacturers are able to increase their level of direct interaction by taking on such tasks as sending product samples to a consumer. In addition, manufacturers can use information gleaned in their email interactions with consumers to improve their market research and refine product development.

These interactions may prove increasingly important as online marketing becomes a larger segment of  total promotional effort. Be sure to keep your manufacturing clients at the forefront of client communications by recommending regular email campaigns.

[Source: E‑mails from manufacturers boost brand image…, Internet Retailer, 3.6.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.