That well known phrase ‘Jack of all trades, Master of none,’ rings true for many of
us because it’s exactly what we DON’T want. When we buy a service, we want the assurance that the person or company who delivers it is an expert in their field.
And that’s why it helps a company to be seen as a specialist in a particular sector
when marketing its products or services.
The power of case studies
Take industrial boilers as an example: the same model may be appropriate for a manufacturing plant, a brewery or a hospital – but how much more reassuring for
NHS procurement to read a case study showing ‘Boilers R Us’ has already completed successful installations at three General Hospitals and a high profile Neuro Centre?
It means the company – the planners and the installers – will understand issues that do indeed apply specifically to a health facility. Perhaps there are 500 showers that must have the capacity to be running at the same time. And what about the back up and support systems – keeping warm in a hospital could mean the difference between life and death, so the availability of a repair team to respond to a problem a week on Tuesday simply isn’t an option.
Experience within a sector means the purchaser and supplier will also speak the same ‘language’. However much we all strive for ‘Plain English’ there are inevitably buzz words and jargon associated with different fields, and there is nothing like a shared vocabulary to help ensure communication is both received and understood.
For example, if you are in the financial sector, IFA means Independent Financial Advisor while in Electronic Engineering circles it simply means Interface Adaptor.
Focus not scattergun
There are specific routes to market for each sector where you can concentrate your efforts, rather than having a scattergun approach to marketing which can end up spreading your resources too thinly.
Having a number of clients in the same field also enables you to build your reputation.
You can focus your marketing activity – and that means greater Return on Investment (ROI). People in the same line of business often know and talk to each other too,
enabling you to spread the story of your good work organically.
Of course, in some cases there can be a risk of conflict of interest if your sector experience is too narrow – supplying direct competitors may simply be a No Go.
And that’s where you may have to spread your net a little wider – perhaps targeting similar, related markets. You’ll still have the benefit of concentrating your efforts, while at the same time making sure you don’t have all of your eggs in one basket.
A complementary mix
You could choose three or four sectors perhaps, and allocate a percentage of your marketing budget to each one. Having targeted hospitals, you might turn your attention to schools, knowing that there will be some similarities within the wider public sector. Or perhaps if you have worked with NHS hospitals, you might want to look to the Private health sector to broaden your customer base. Then, as you review and monitor your performance over time, you’ll see which sectors can be addressed in a complementary way and adjust next year’s spend accordingly.
At David Antrobus, we specialise in helping businesses to plan this sort of strategy: identifying which sectors to focus on and working with them to explore which related areas can most easily be developed to broaden their customer base.
We then use our wealth of experience to work with them on following up with the best methods and mechanisms for targeting those new prospects and capitalising on their existing reputation and success.
Segmentation = Concentration
Concentration = Results!
If you would like to discuss the your marketing strategy, then call David Antrobus Marketing today on +44 (0)1925 909 050.