Manufacturing businesses in Sussex are on the road to marketing success following the latest event run by METALL, the forum for local manufacturing, engineering and technology companies.
Industrial marketing specialists, Katie and Nik Webb, directors of Worthing-based agency Molokini Marketing, guided members through the common marketing challenges facing businesses in the sector, and how they can tackle them.
"The marketing landscape has changed incredibly over the last 15 years, thanks to the proliferation of digital channels, so there has never been a more important time to focus on the return on investment that marketing brings," said Katie Webb. "Those businesses that truly understand the motivation of their customers, who embed knowledge and passion throughout their workforce, use data to define the best channels and constantly review conversion rates, are the ones who will reap the rewards."
Nik Webb highlighted the importance of brand building. "Brand isn't about a name and a logo; it's about how businesses communicate their values and vision so that customers feel connected. This is the foundation that drives the marketing effort and creates the conditions for strategic growth."
Katie and Nik reiterated that during uncertain times, investing in your brand and marketing strategy becomes ever more important in order to stay ahead. They provided examples of best practice in the industry, inspiring attendees that even small changes that utilise the resources they already have, can make a big difference.
Following the presentation there was a great deal of discussion in the room from business owners looking to maximise their marketing potential, whether through using an in-house team, a freelancer or agency.
Tony Summers, Head of Manufacturing at MHA Carpenter Box, commented: "It was apparent from the level of audience participation that attendees had real passion for their business and a desire to communicate that effectively to potential customers, something that helps to underpin successful marketing."
METALL brings together Sussex coast and Gatwick Diamond manufacturing businesses to help them grow their businesses, network, share best practice, overcome challenges and take advantage of opportunities. It is supported by chartered accountants and tax advisors MHA Carpenter Box, law firm DMH Stallard, and Coast to Capital, the Local Enterprise Partnership.
Photo: Nik and Katie Webb of Molokini pictured at the METALL marketing event at Cisswood House Hotel, Horsham.
To find out more about METALL, visit www.metall.org.uk