In this newsletter I would like to cover a marketing method that has proven
tremendously successful for EngNet, that can be specifically applied to
engineering related companies.
Our latest marketing campaign has been called our 'Marketing they'll thank
you for' campaign. We set out to provide our users with something useful, which
advertised EngNet, made it easy to pass on to friends and colleagues (creating a
viral marketing effect) and made sure that EngNet's name would be on as many
engineering desktop computers as possible. We also wanted to breakthrough to
more engineers, buyers and sales engineers. The people active in equipment
selection and purchase.
Last year we conducted a survey (survey
results) asking how engineering users found engineering products and
services. The top three methods were as follows:
- Existing Suppliers (i.e. keep your customers happy)
- Search Engines and Directories
- Word of Mouth
In studies done, apparently it takes three times more effort to obtain an
order from a new customer than it is to receive additional business from an
existing customer. That is quite an incentive to keep your customers happy. More
than just keeping them happy, we need to ensure that they don't forget us
without us becoming a pain. So how do we make sure they remember us?
There are a number of ways to ensure customers remember your company such as
press releases, advertising etc. I would like to cover one method that we have
found extremely effective and will continue to be effective for a long time
For our 'Marketing they'll thank you for' campaign we developed an
engineering units converter software application (download here).
6 Steps to Successful 'Marketing they'll thank you for' Campaign:
"Why is it marketing they will thank you for?"
You are providing your cusotmers with something that they can use, and while
they are using it, your company is being advertised.
1. Decide on the type of application tool
To make this decision you need to consider objective, cost and
reach. There are different types of software applications to consider:
Company Sponsored Convertor:
Company Advert Example:
This is the full size animated advert that appears on the above converter example.
Download a functioning example of the above sponsored converter here.
Is your company interested in offering your customers a sponsored converter. Email: firstname.lastname@example.org
1.a. General engineering software applications (e.g. Units Converter)
Every engineer at some stage would need a conversion calculator. Insert
your company's advertising and every time they use it your company is being
advertised. When they send it to their friends, it's a word of mouth
recommendation with your company's advertising on it. This is a fairly cheap
EngNet can offer your company a sponsored version of EngNet Tools for a
reasonable price (email email@example.com
for further information).
1.b. Specific industry software applications (e.g. Steel selection app or
metal bending radius app)
Many companies have excel spreadsheet calculations that can be transformed
into an easy-to-use application that customers can find extremely useful. Add
your company advertising to it and guide them to a by-product and voila-
increased sales! Once again, passed onto their colleagues for free, your
advertising effectiveness is greatly increased.
1.c. Product selection applications (User can calculate and select your
company products easily)
If you can make it really easy for your customers to select the correct
product and order it, you are going to have a better chance of getting their
business. Once again software that is free, if sent to colleagues, would be in
effect sending your catalogue to other potential customers. This type of
application should also have a general useful tool that they can use to remind
them of your company, and work as a catalyst for word of mouth
Remember above all that the application must be useful.
2. Develop your application
There are quite a few engineering specific developers out there who will be
able to develop a custom-made engineering application with the information you
2a. Spend time ensuring that the application is simple to the layman and easy
2b. Ensure that your company is effectively advertised without affecting the
functionality of the application;
2c. Test, Test, Test. Test the application on as many operating systems as
possible (usually only after releasing the application do the problems occur).
EngNet also has developers who can produce your engineering applications
(email firstname.lastname@example.org for
3. Make the tool easily available
Ensure that the tool can be distributed easily and it will increase your
reach (Viral Marketing). Preferably downloadable from your website, it will do
3a. Draw customers to your website - Create an awareness of your website.
3b. Creates company awareness - When at your site, ensure they can see your
range of offering while downloading the application.
3c. Ask for name and contact details - Make this optional as some individuals
don't like giving their details, however 80% will. This list is also to keep
them up-to-date with the new versions of the application.
3d. Latest Company information - In 6 months when you have a new version of
your application, you can send your list of contacts an email notification,
thereby drawing their attention to your website so that they can view your
latest products etc.
If customers don't have web access, send it to them on a disk.
4. Get it out there
Send an email or mail shot to customers, potential clients and suppliers. The
more you can get the application out there the better.
Give it to your associations and councils, if it is a useful tool they'll
make it available on their website. The people searching their website are
probably interested in your products. If they download the application with your
advertising, you have a good chance of receiving an enquiry. Try offering a
co-branded application with your association; they may end up promoting it for
5. Monitor & Measure Results
Keep track of statistics, receive feedback and look at who is downloading the
application. Ask if there is anything they want added.
With the success of the initial application you are in an even better
position to increase the value of your marketing. Develop the application
further, add features users have asked for, and get it out there again! Each
time you promote your application you are increasing your company's awareness in
your customers minds. The more your customers hear about you, the more familiar
he finds himself with your company, the more they will trust you and buy from
you. Each time someone sends your application to friends, it is a word of mouth
referral and your email database of companies grows.
Since we made our units converter available, we have had emails thanking us
for this useful application that is used daily. We have also had users asking us
for advice on some engineering calculations, this shows increased confidence in
our services. They won't forget EngNet as it is always on their desktop.
We know that this is a tremendous tool for advertising a company, it has been
effective for EngNet and continues to work for us. As long as individuals are
using this useful tool and your company is listed on EngNet, your company is