How OEMs Can Make Marketing Meaningful

Here are the things to avoid—and to do—to make audience targeting work for you.

PMMI Audience Network
PMMI Audience Network

Tired of spending high dollars on all sorts of marketing activities only to be inundated afterward with a bunch of contacts that aren’t right for your business for one reason or another?

You’re not alone. Low-value prospects are one of the biggest drains on the time and resources of marketing and sales staffs. Yet this problem can be mitigated. One key way is to adopt a more targeted approach to your marketing plan for OEMs. With targeted marketing, you’re able to draw out the buyers you most want—without wasting valuable resources on those outside of your market.

More important, when marketers move away from broad-based messages, instead designing their content and distribution programs around applicable audience segments, they’re able to move the sales needle in ways unseen before. That’s because the value and relevance of more customized content draws deeper engagement from those accounts with associated needs. 

PMMI Media Group has found that emails sent to groups of less than 5,000 PMMI Media Group readers segmented by industry or equipment interest have a 2.5 times higher click through rate than similar emails sent to groups of 18,000 readers without segmentation. 

Of course, targeting isn’t for everyone. Companies who benefit the most from using targeted marketing strategies are those that offer specialized products or expertise, such as companies with equipment used by limited industries (e.g., coffee bagging versus palletizing), or those with dedicated offerings around a specific function (e.g., blending/mixing equipment information sent to someone who has known interest in blending/mixing processes).

 

Marketing plan for OEMs: Five common targeting missteps

Targeted marketing also requires some slight changes in strategy. When developing your approach, it’s important to avoid these common missteps.

Not adapting creative to reflect your targeted audience. To cut through the noise of generic ads, you’ll want to maximize ad performance and tailor creative so it appeals to the specific industry or interest used as the target criterion. The more personalized and relevant your creative appears, the better it will perform. If you’re taking the effort to direct your marketing to, poultry processors, then be sure your visuals and messaging all reflect use of your product in relation to poultry. 

List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO