Ambitious company CEOs always want to become a go-to supplier in the pulp and paper industry. To reach this status, an effective advertising campaign is necessary. Supplier companies need to make their brands matter to mills, and their brand stories are an excellent way to make them stand out in the marketplace.
Why would a mill choose one supplier over another? There are many factors that influence buying decisions, but having a strong advertising campaign is crucial to setting your brand above that of your competitors.
Crafting the right advertising message is crucial. First, starting with something true is imperative. How does your products and/or services stand above that of your competitors? Second, ask yourself why would anyone care? In other words, how would your products and/or services benefit a potential customer?
If you do not advertise, how would anyone ever know about your company's products and/or services? Relying solely on word of mouth or on your sales team is a flawed approach. So is relying on Google Ad words. Simply put, these methods are not nearly as effective as a bold advertising campaign.
Advertise in the right place to reach your target audience. Paperitalo Publications is read by decision makers in the pulp and paper industry and we strive to ensure that our clients' products and services are marketed to target audiences in a compelling way.
Highlighting the benefits of your products and/or services delivers value to potential customers. But remember that to become the go-to source, your products and/or services must deliver on the promises you make.
According to Microarts, brands do matter to consumers. When consumers trust a brand, they are loyal to that brand and they buy more. Trusted brands provide peace of mind. If your products and/or services deliver a positive experience, consumers will decide that the brand is trustworthy, which gives them peace of mind. Brand loyalty also saves decision-making time.
Crafting a recognizable image is also an important factor. While driving by a McDonald's, you recognize that particular restaurant immediately upon seeing the "Golden Arches."
Consider that when Apple launches a new product, consumers eagerly rush to buy it. According to The New York Times, thousands waited outside the Apple Store on Fifth Avenue to buy the new iPhone 6 on the day it was released. According to Forbes, when the iPhone 6 was released, Apple immediately sold over 10 million of them, a new record for Apple. Apple's fourth quarter earnings surged due to the iPhone 6 sales. If you wonder about the craze for Apple products, the reasons are that Apple products are trusted, Apple is effective in its advertising and is successful in making its brand matter to consumers.
Simply put, becoming the go to source in the industry starts with making your brand matter to potential customers. An effective advertising campaign is imperative. Make your brand matter and become the go-to source in the industry.
Helen Roush is Vice President, Communication Sciences at Paperitalo Publications. She can be reached by email at helen.roush@taii.com.
For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
