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Advertising that the Industrial Buyer looks for
Industrial advertising divides itself clearly into product type
and corporate type advertising. Large corporations
often indulge in corporate advertising where the exciting, colourful, highly
conceptualised artwork intertwines and blends with clever words.
Smaller companies cannot afford the luxury of corporate advertising and, therefore,
confine their media exposure to product advertisements which are generally
regarded as boring to the Agency’s creative team. Boring or not, the Advertiser
and his Agency must take a critical look as to how the target market wants
to be communicated with.
Industrial buyers and specifiers are pragmatic individuals; consequently,
they look for product facts, specifications, applications and quality assurance
supported by recognisable local or international standards. They also look
for price indications and contact names within the supplier company. In traditional
advertising terms, this does not make for exciting campaigns devised by the
“creative team” because there is a little creativity expected by industrial
buyers.
Many creative campaigns that have won first prizes in advertising competitions
have failed dismally at the industrial buyer level simply because they do nothing
to support the sales marketing teams except to vaguely amuse and often to mystify
the potential customers.
The greatest motivation for a decision maker to buy or specify a particular
product is the fear of buying the wrong product. This implies that the industrial
buyer will not easily switch to another source of supply unless he is assured
that the alternative product will not let him down. Industrial advertising
needs to take cognisance of this fact when conceptualising advertising campaigns.
The industrial buyer is, therefore, rarely impressed or amused by symbolism,
humour and obtuse promises that he cannot feel, smell, touch or appreciate
in terms of better quality and cost savings.
How well are Advertisers meeting these demands?
Trade Readership Surveys that we have conducted into different industries
indicate that Advertisers and their Agencies are generally communicating well
with their audiences: Around 80% of the readers find the advertising either
“very” or “fairly” informative in helping them reaching decisions.
The greatest demand, however, is for more technical information and, where
possible, price indications.
The following typical comments highlight this requirement:
- give test results in the advertisement.
- more attention to product and less to photography.
- copy is too long – only give basic facts
- give contact person names and phone numbers.
- mention product applications.
- compare old with new product.
- fewer girls draped over products.
- more about spares.
- more up to date information.
- too many repeat advertisements.
- too interested in own company prestige – not sufficiently customer oriented.
- should relate to the particular industry only.
- too many old products are advertised – not enough new ones.
- should allow tear out for filing.
- fewer catch phrases that have no bearing on the product or service.
- advertise less frequently but of better quality.”
Check some of these statements against your own advertising.
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