Industrial Advertising

Industrial Advertising

Business to Business advertising is the most common term for advertising in the business world. In this type of advertising, a company usually advertises its products or services for other companies that use the same or similar products or services, or the advertising company should make the products that the other company needs for its productions or functions. For example, some smaller mineral water companies outsource the packaging of their bottles, caps, covers with their names on them, etc., so ads from the companies that make the bottles, caps, and outer packaging paper can work.

Every business, from the smallest to the largest, has to do industrial advertising. For example, if a company makes coffee powder, it will sell it to distributors, who will then sell it to retailers, wholesalers, and large companies with coffee machines for their employees. So, companies that make anything can advertise to other companies. This includes raw materials, machines used by other companies, parts that make the machines work, and anything else.

Role of Industrial Advertising

• It minimizes the hunt for buyers.
• It helps in increasing sales of the company.
• It helps in making more and more distribution channels.
• It makes company work more efficiently to produce the desired product or service.
• It creates awareness among the customers or other companies about the products and services.

Process of Industrial Advertising

The strategies used in industrial advertising differ from company to company, as different companies have different products to be advertised. So, a single rule cannot work for all the companies’ advertisements. But the basic process which can lead to a successful advertisement is: knowing the objective for advertising – identifying the target companies researching about the market conditions and the competitors creating the ad to be delivered selecting media to be used what should be the budget allotted execution of the advertisement getting the feedbacks from the customers.

Media types in Industrial Advertising

The media generally used in the industrial advertising is print media and direct marketing.

Print Media includes business magazines, trade publications, newspapers, technical journals, etc. To make print media work efficiently, there are some do’s and don’ts to be kept in mind:

• The ad should be so impressive that readers get attracted towards reading it
• The highlight should be on the service or product offered and not the source by which it is being offered
• Let the ad be simple to be read (with no difficult fonts)
• The picture shown should not be irrelevant with the product.
• The ad should reflect the company’s image.
• The ad should to be in logical sequence if it is of two or more pages.
• Headlines should be catchy and suiting the product image.
• And lastly, at the bottom of the page, the company name, address and phone number of the respected office should be mentioned clearly without fail.

Direct Marketing includes:

1. Direct Mail: Here, the newsletters, data sheets, and the brochures of the company are directly mailed to the customers’ postal address.
2. Telephonic Advertising: The advertising is done by calling up the customers on their telephones, giving messages on mobile phones, etc.
3. Online Advertising: Includes companies sending e-mails to the customers or other companies enclosing information about their products and services, putting online banners, providing e-shopping options, etc.

The advertisers also use other ways for promoting their products like participating in trade shows, trade expos, and fairs.

Thus, the companies can use any or every type of advertising, the important motto being increase in sales, producing best quality products, maintaining good relations with the customers, and achieving the desired goal.