Question

Topic: Strategy

Marketing A Tier 2 Company In The Steel Industry

Posted by Anonymous on 10/28/2010 at 2:52 PM ET 25 Points
I'm currently working for a steel company that is interested in putting together a marketing strategy for their organization. They already have research on their competitors and are solely interested in how to market to their client base which could be described as small to medium-large machining, tooling and fabricating factories.

I have been looking for successful case studies, news releases and articles on how to do that, but have come up empty handed. Any suggestions would be most appreciated.
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RESPONSES

  • Posted on 10/28/2010 at 3:11 PM Author
    Sorry, I should of been more clear. They want to market to their current base to drive depth, but they also want to market to new customers which could be outside of their current audience.
  • Posted on 10/28/2010 at 7:12 PM Accepted
    Some of the options would depend on how large their client base is...? I have a manufacturing client with a customer base of only 50, so marketing directly to them is interesting. When you're looking to drive depth, that often equals enhancing the relationship or demonstrating appreciation directly- and we have found that developing a monthly account status overview and interspersing personalized customer appreciation gifts has worked well for this client.
  • Posted on 10/28/2010 at 10:27 PM Author
    Eden,

    Does that client run any type of promotions or campaigns to drive new business or do they solely focus on driving depth?

    Phil,
    The marketing efforts are meant to pave the way to have personal sales calls follow up and close the leads. Ideally it is to create 'hot' leads with a high potential for increased revenues.

    Keep asking questions, I don't mind at all.
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