{"id":326,"date":"2018-01-05T07:33:02","date_gmt":"2018-01-05T07:33:02","guid":{"rendered":"https:\/\/www.pineinstrument.com\/pineelectronics\/?p=326"},"modified":"2020-10-01T08:41:13","modified_gmt":"2020-10-01T08:41:13","slug":"does-marketing-matter-in-manufacturing","status":"publish","type":"post","link":"https:\/\/www.pineelectronics.com\/2018\/01\/05\/does-marketing-matter-in-manufacturing\/","title":{"rendered":"Does Marketing Matter in Manufacturing?"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignright size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"131\" src=\"https:\/\/www.pineinstrument.com\/pineelectronics\/wp-content\/uploads\/sites\/2\/2020\/10\/Water3.jpg\" alt=\"\" class=\"wp-image-328\" srcset=\"https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water3.jpg 600w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water3-300x66.jpg 300w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water3-500x109.jpg 500w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water3-200x44.jpg 200w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n<p>Of course marketing matters in Manufacturing.&nbsp; However, it is often more transparent to some than others.&nbsp; This blog post is centered on the coolness of learning when learning wasn\u2019t the intent.&nbsp; This very true story unfolds during our company\u2019s Friday afternoon break\u2026which took on a life of its own in 2017.&nbsp; The 15 minute work break, known within Pine as \u201c2:45 Coffee with Dave\u201d, entailed open and light discussions about random topics.&nbsp; Often, the topics included humorous discussions about this foreign concept called marketing.&nbsp;&nbsp;<\/p>\n<p>You see, in our company of technical experts, chemists, and engineers, where our products are known world-wide based on reputation, design, engineering and customer care, marketing has not exactly been a focus.&nbsp; This subject of marketing that I spent a small fortune earning a bachelor and master degree learning and practicing has occasionally been the butt of many jokes internally. &nbsp;All in fun, of course. Thankfully, I take things in stride but not without having a little fun of my own.&nbsp; I decided to take on a personal challenge to \u201cenlighten\u201d my left-brain colleagues on this subject called Marketing.<\/p>\n<p>Our marketing exercise started very innocently from a bottle of coconut water.&nbsp; Not a coffee drinker, I was inclined to bring a beverage that I (and maybe others) might enjoy over coffee. &nbsp;So, I insisted that our small group try this new and curious drink. &nbsp;As the passing of each week, a new and different bottled water would make its debut during break.&nbsp; We quickly found ourselves analyzing the packaging and being thoroughly amused at the interesting claims and marketing efforts used to sell\u2026water.&nbsp; Each appealing to a very specific market.&nbsp; The uniqueness and creativity used to sell each bottle of water provided fun entertainment on the sparse and quiet Friday afternoons.&nbsp; With exotic origins like New Zealand, Italy, Hawaii, Iceland and Fiji, some of our favorite water propaganda included:<\/p>\n<ul>\n<li>\u201cPurified water infused with molecular hydrogen\u201d<\/li>\n<li>\u201cNaturally filtered through pristine lava rock\u2026the source of an epic life.\u201d<\/li>\n<li>\u201cMother Nature is the best chemist\u2026\u201d<\/li>\n<li>\u201cNaturally Hydrating\u201d<\/li>\n<li>\u201cLive Healthy\u2026Porous Volcanic Rock filtered Water\u201d<\/li>\n<li>\u201cWild prickly pear cactus water\u201d<\/li>\n<li>\u201cHappyTree \u2013 Lemon Maple Water\u201d<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"275\" height=\"275\" src=\"https:\/\/www.pineinstrument.com\/pineelectronics\/wp-content\/uploads\/sites\/2\/2020\/10\/Water1.jpg\" alt=\"\" class=\"wp-image-329\" srcset=\"https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water1.jpg 275w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water1-150x150.jpg 150w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water1-130x130.jpg 130w\" sizes=\"(max-width: 275px) 100vw, 275px\" \/><\/figure>\n<\/div>\n<p>As the year went on, Friday afternoon breaks were approached with great anticipation; what would we be analyzing, tasting, and discussing this week?&nbsp; Did the water taste different from last weeks?&nbsp; How did we feel after drinking it?&nbsp; Would we buy the product again?&nbsp; You know\u2026all those questions and tactics used by marketers to promote and sell products and services.&nbsp; There were a few weeks where our analysis expanded to organic teas and kombucha.&nbsp; To add to the fun, someone donated a package of those cute little 2oz mini red cups for sampling.&nbsp; And just like at home, we all wrote our name on the cups for the coming weeks.<\/p>\n<p>After months of informal marketing analysis, I\u2019ve seen evidence within the team of genuine understanding and an appreciation of the works of marketing.&nbsp; Some are more cognizant of the \u201chow\u201d and \u201cwhy\u201d of certain purchases.&nbsp; But more importantly, many understand the role marketing serves within our company and to our customers.&nbsp; Sometimes it\u2019s just not enough to have a great product; that a little marketing might be required to reach the intended target. &nbsp;We\u2019re learning that details such as branding, consistency, packaging and messaging all matter.&nbsp; A mere $194 billion was spent in media advertising in the United States in 2016 with estimated expense exceeding $200 billion in 2017.&nbsp; If marketing has no teeth, then why would companies blow this kind of cash?&nbsp; Wikipedia defines marketing as the study and management of exchange relationships.&nbsp; Marketing, in part with many other factors, is used to create, keep and satisfy the customer.&nbsp; Granted, we may have had a little too much fun as we learned a bit about marketing at the expense of bottled water.&nbsp; And we mean no disrespect or insincerity toward those companies and their marketing efforts.&nbsp; On the contrary, it was rather impressive \u2013 the creativity used to differentiate and promote water. &nbsp;&nbsp;And in every case, we walked away with our thirst quenched, more hydrated and smiling from the experience.<\/p>\n<p>The lesson in all of this is that we must listen to what matters to the customer.&nbsp; And with high integrity and accuracy, we must represent and market our products and services that best serve those needs.&nbsp; Re-visit our websites, marketing collateral, print and digital ads with a fresh (but critical) eye routinely.&nbsp; Do we deliver what we say we deliver?&nbsp; Does the customer actually want and need what we are selling?&nbsp; Are we honest and intentional with our message and value proposition to a new customer?&nbsp; Do we accurately communicate why a customer would want to do business with us?&nbsp;<\/p>\n<p>What started as a little Friday afternoon fun, turned into a year-long lesson in marketing.&nbsp; Whether it be through the lens of a consumer or a supplier, take note of how marketing has triggered behavior. &nbsp;Was it delivered with honesty and integrity?&nbsp; To understand the \u201cwhat, where, when and why\u201d of consumer engagement is to appreciate all the marketing efforts backstage.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"131\" src=\"https:\/\/www.pineinstrument.com\/pineelectronics\/wp-content\/uploads\/sites\/2\/2020\/10\/Water4.jpg\" alt=\"\" class=\"wp-image-330\" srcset=\"https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water4.jpg 600w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water4-300x66.jpg 300w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water4-500x109.jpg 500w, https:\/\/www.pineelectronics.com\/wp-content\/uploads\/sites\/2\/2020\/10\/Water4-200x44.jpg 200w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n<p>&nbsp; And yes, without question, marketing always matters.&nbsp; It matters in every aspect of business, our community and our personal lives.&nbsp;<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Of course marketing matters in Manufacturing.  However, it is often more transparent to some than others.  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