An advertising agency for mechanical engineering?
Industries _
We specialize in successful mechanical engineering marketing _
Mechanical engineering marketing in Germany has room for improvement. Communication in plant engineering is still heavily focused on technical details, and the messages are often generic and therefore interchangeable.
The power of the manufacturer brand is often underestimated. Studies show that even the supposedly rational decision-makers in the B2B sector respond to strong brands. Whether in the market, in sales or internally in the company: Mechanical engineers can only benefit from strategic marketing and differentiating communication.
With our expertise as a B2B agency, we, Die Gruppe Werbeagentur, can provide comprehensive and effective support to clients in the mechanical engineering sector.
Why it is not enough to simply build good machines
In plant engineering, engineers and designers are usually in charge, who think primarily in terms of mechanical engineering. This often also applies to communication with the market. Branding, according to the widespread opinion, is something for consumer products and does not play a major role for industrial solutions. The classic objection is that it is the products and their performance, and at best the services around them, that are important and not "colorful images" or "advertising slogans".
It is true that nothing works without good products. However, there are many good products and there are others! A concise differentiation based on product features alone is hardly possible anymore.
Advertising in mechanical engineering usually looks correspondingly interchangeable: Machines are shown. They talk about technology, figures and data. Company portrayals contain almost only factual values such as innovation, experience and quality, and all equipment manufacturers are somehow leaders. Unfortunately, some advertising agencies that have no special know-how and little experience in BtoB marketing are also responsible for this interchangeability.
B2B decision-makers are only human
The majority of machine manufacturers still act as if the decision-makers who are supposed to buy their systems and machines are thoroughly unemotional beings who weigh up the price-performance benefit for their company purely rationally - in other words, less people than calculating machines.
Of course, capital goods purchases are not impulse purchases by individuals, but are well thought out and often decided by a complex buying center. However, numerous market research studies show that it is not just rational arguments that influence decisions. The majority of customers tend to buy from strong brands with which they have trust and an emotional connection, even if the prices are higher.
"They're the ones who get stuck in and solve every problem." "They're simply the best to work with, they make my life easier." "They're a bit more expensive, but I know I can rely on the solution." These are just a few examples of differentiating brand images that customers - more or less consciously - associate with a manufacturer and that influence their purchasing decisions.
Why you need a strong brand in mechanical engineering
A strong brand creates trust among customers, eases their decision-making process and offers security. In this respect, the mechanical engineering industry is no different to other markets. "You know what you've got" - a slogan known from advertising for detergents, among other things, sums it up: customers trust a brand promise that gives them the good feeling of making the right decision. And they then automatically find good reasons why their choice is also the best from a technical point of view.
A strong brand also supports sales with good arguments that go beyond pure product features. It opens doors, often tips the scales for the purchase decision and increases customer loyalty. The stronger the brand, the more you are out of the price discussion.
However, a strong brand also has an enormous internal pull. It draws employees in, is a guideline for behavior and enables identification and pride. The high motivation and loyalty factor of an attractive brand also helps with one of the increasingly important, central challenges for SMEs: personnel recruitment. Specialists in mechanical engineering are urgently needed. Instead of outdoing each other with benefits, employer branding focuses on offering valuable specialists more than just rational reasons - this undoubtedly includes a strong brand with which they are happy to identify.
Memorable, authentic, credible - what does a strong mechanical engineering brand need to achieve?
A nice slogan or fashionable web design alone does not make a brand. How your brand establishes itself in people's minds depends on how it is perceived and experienced by your target groups. Many companies in the mechanical engineering sector still leave this process to chance. It is better to take the wheel yourself and actively steer the brand experience in the direction you want.
There are four key points to consider:
Differentiation: Clarify your brand identity. A strong brand needs strong roots, and these can only lie in your company itself. Your brand profile must be authentic, fit you and credibly reflect what your mechanical engineering company stands for and what positions it unmistakably among the competition.
Focus: Define your specific brand promise and concentrate your communication on a few simple key messages. This does not mean that other aspects do not count, but the focus must be on the core elements.
Relevance: Your brand promise must be relevant, solution-oriented and valuable for your target groups. Of course, you first need to be clear about which target groups are essential for you and make decisions.
Consequence: Create a consistent brand experience from the product to customer communication. The brand experience must be credible, it must be consistent with the image you convey. Mechanical engineering is a consulting-intensive business in which your customers work closely with your employees over a long period of time - from decision-making to successful and trouble-free operation. This makes it all the more important that your employees understand the brand and are convinced brand ambassadors.
Can you make a brand in mechanical engineering?
Yes, but you have to do it right. With strategic, consistent brand management and with imaginative, independent and target group-oriented communication across all channels: Traditional advertising, public relations, PR and technology journalism in specialist media. Direct communication by mailing or email as well as face-to-face at trade fairs and events. SEO-optimized websites and interactive services. Generating contacts and maintaining relationships via social networks. Not forgetting targeted internal communication.
The web has also become one of the most important channels in mechanical engineering marketing. Digital natives have arrived on the job market and are in the process of conquering the decision-making positions. You have to communicate intelligently with them. And this new generation also has little time and wants content that is relevant. Using social media therefore does not mean posting lots of posts, but rather using media such as Xing, LinkedIn, Facebook and the like to provide useful information for specific target groups that offers added value - and also contributes to the brand.
Finding the relevant content and striking the right tone is a prerequisite. This is where cooperation with advertising agencies as a service provider helps, and choosing the right B2B agency is crucial to your success.
Welcome to the B2B professionals for mechanical engineering
We bring many years of experience and conceptual strength to the table, especially in the BtoB sector. As an agency with a focus on mechanical engineering, we support well-known clients not only from southern Germany, but also nationwide and internationally. We know what moves your industry and your target groups - and how to get your market moving.
There are many advertising agencies that do everything - not us. Our specialty as an advertising agency is to give B-to-B companies from the mechanical engineering sector a distinctive profile. We stand for well-founded, analytical and strategic thinking as well as for creative and striking implementations that are anything but run-of-the-mill. Integrated from brand workshops to activating landing pages for targeted campaigns.
Do you have to show machines in plant engineering? Yes, but that's not enough. Our creatives will find surprising and distinctive visualizations to help you make your mark. Mechanical engineering texts are dry reading material? Not with us. Rely on copywriters who can turn even highly complex high-tech topics into exciting storytelling.
Due to our specialization as a B2B agency in the field of marketing for industrial goods, we know how important fast and flexible agency services are for you and have positioned ourselves accordingly. Our expertise, especially in the field of digital marketing and as a content marketing agency, will help you to build or consolidate a strong and successful brand in your mechanical engineering market.
Our references show better than any words which agency services you can expect from us as a partner. We will be happy to present a selection to you during a personal meeting.
Exciting topic for you?
Let's talk about it _
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If you have any questions or would like to talk about your current challenges without obligation, we look forward to meeting you in person.
Feel free to call us, send us an e-mail or choose an appointment.
We look forward to hearing from you!
Your
Christopher Mohr & Moritz Blank
Christopher Mohr
0711 72847-15
c.mohr@diegruppe.de
LinkedIn
Moritz Blank
0711 72847-30
m.blank@diegruppe.de
LinkedIn