For instance, our company focuses on two niche markets - healthy kids and industrial manufacturing projects. Traditionally what might happen is that companies would go out with a budget of X and take it to their agencies and say, "Make something happen..."
Then a number of the agencies would head out and split their budget up over traditional trade or targeted publications and then wait for some kind of response. This was, and still is, particularly prevalent for industrial companies when it comes to their marketing strategies.
I often bemoan the lack of "industrial creativity" in industry, particularly around trade shows and product events where a couple of clean-suited guys and girls stand around handing out brochures to engineers and industrial professionals who spend their lives getting dirty. Previously I was in IT sales and on one occasion I remember a factory manager of a juice factory laughing at this little "IT Wally" who was about to walk around his factory in a good clean suit!
Engineers and technical guys would far rather go to a trade show where they can watch a guy dressed in the latest safety gear being immersed in sulphuric acid or the boss's new Merc being set on fire to prove your product really is flame resistant... For your interest, make sure your product works on the marketing manager's car before getting hold of the boss's keys.
It sounds ridiculously simple but if you have an industrial audience, make something industrial that they can relate to. The same applies to your PR strategy - show them pictures of things in action. Sending us a screenshot from your new software package is great but it doesn't tell our readers how it actually applies to them!
When we speak to companies who are looking for strategies around industrial applications, we regularly say "Make a NOISE, Make things MOVE and Make a MESS!"
The same applies when trying to market products to kids and their parents. Last year we ran nutrition presentations at a number of Gauteng schools. The presentations were very interactive with bright brochures, getting the kids to interact and decide which food was healthy and which wasn't - that on its own led to some healthy debate around fast foods.
The number of school kids between the ages of seven and 13 who knew what Low GL products and Omega products were amazing. I still remember having a nine-year old stand up and tell his whole class why his mother only buys Low GL bread.
Publishing houses and agencies need to adapt to these trends to provide a good return for marketers. A magazine is no longer just a place to send editorial, advertorial and a fancy advert. Companies need to carve out their niche markets and niche technologies, be they digital, online, events, print media etc, and find ways to generate maximum return.
