marketing for foreign manufacturers

Trade shows are being canceled. Face-to-face sales calls are dwindling. Travel options are limited and getting more so by the day. To say we are in uncertain times during the novel coronavirus global pandemic is an understatement. Anxiety leaves businesses across all sectors wondering how to keep increasing sales despite these new and evolving challenges. The answer is simple: Stop waiting and start embracing other marketing strategies aimed at reaching your prospects.

More than Staying Afloat

Today’s businesses need to be resilient in order to weather the current storm. Thinking of just waiting for it to pass? Think again. We’re flying blind at the moment with no certainty regarding the length or extent of the outbreak. This means that businesses must continue to generate revenue now or risk extinction.

The good news? This too will pass.

While the competition is frozen with anxiety, take advantage with action.

Even with face-to-face contact with customers and prospects at a minimum, there are some steps you can take to stay top-of-mind and make your brand known. These include communicating of your products and services through a variety of digital marketing methods including the following:

Speaking of websites, yours becomes even more important when traditional sales meetings and trade shows are impossible. This is especially relevant for businesses in the industrial and manufacturing space. As global supply chains continue to be interrupted by the COVID-19 pandemic, building your business will depend on a current, user-friendly, and searchable website. Online order forms, easily accessible contact information, and FAQs all help build brand awareness, boost credibility and drive sales.

Creativity is Key

In addition to amping up your usual inbound marketing efforts, it’s also vital to create alternate prospecting strategies. Video marketing and video conference calls are two inexpensive yet effective ways for your sales team to reach customers digitally when they can’t be on the road.

One last thing to keep in mind if you’re hesitating about spending money in a precarious economic landscape? With trade shows costing in the neighborhood of $50K-$100K, you can put these recouped costs toward alternate sales and marketing tactics. Not to mention that you don’t have to go it alone. If you need help building a cohesive and results-oriented marketing plan, contact the industrial marketing experts at Gotham today.

Do you know with certainty what your target audience truly thinks, feels, or believes regarding your brand, products, and/or services? Would the truth about these things change the way your products are promoted, or would you even modify the products you make and sell? Surveying your customers and prospects will yield specific data and critical insights that can be used to build and grow brand awareness, perception, and customer loyalty, thus positively impacting the bottom line.

First, let’s unpack what exactly a brand perception survey is. These surveys include polling your customers and prospects with open-ended questions regarding what they think about your products, how they explain your products to their friends or colleagues, or what emotions they feel when they use your products. Understanding these behaviors and actions can reveal a lot of information that may not be intuitive in product design and testing. Learning about your target audience’s actions and emotions toward your brand can help you respond with better, more tailored products.

Product quality and reputation are certainly important, but a large component of brand perception is how your message resonates with the target audience. A company should always strive to align the company values with the product experience. Surveying customers on how they feel about your brand and products will reveal whether your company is perceived positively, negatively, or neutrally. A neutral perception is almost as bad as a negative impression because a neutral impression generally means you haven’t done a good enough job educating your audience on who you are, what you stand for, or the purpose of your products.

Reliable subscription services like SurveyMonkey and SurveyAnyplace simplify and automate the survey process and quickly help you determine customer loyalty. These services allow subscription holders to benchmark their results against other companies in their respective industry. This will help your company identify and act on best practices to better serve your customers and set goals that align better with customer behavior and habits. Most capable survey management services offer CRM integration to further enable data collection for trend analysis and other stratification goals.

Don’t let your company’s brand perception be a mystery. Be proactive: poll your current and potential customers during all stages of the sales cycle. The knowledge and feedback you receive may change your company’s perception dramatically and ultimately yield more sales. Gotham’s industrial marketing strategists can help you plan, design, and execute surveys in a variety of channels to best understand what your customers think of your company. We’ve been helping B2B companies since 1989 do just this. Are you ready to enhance your brand’s perception and awareness across the board? Get started at

So, you’re about to release a new industrial product and you want to make some sales?

In order to maximize your launch, you need to create a strong marketing strategy. It will guide your marketing efforts and ensure that you get the biggest bang possible. When it comes to promoting new industrial products, here are 7 core tactics for the campaign.

1. Develop Engaging eBlasts

When someone opts in to your email list, this is called “permission based marketing”. It’s a way to get your message in front of people who want to hear from you. Develop an engaging, custom email blast (eBlast) announcing your new product. Include details, high-quality images and a strong call-to-action.

2. Make a Social Media Announcement

There are many ways manufacturers can connect with customers using social media. If you’ve developed a following prior to the new product launch, don’t be afraid to craft an announcement to your followers. They’ll be interested in the new release, and may help spread the word.

3. Create a Feature on the Home Page

The home page of your website should feature a link to the new product’s page. This is an easy way to spread the word to new website visitors that may be interested in the product.

4. Submit a Press Release

A press release is paramount to creating word of mouth buzz for any new product launch.

5. Produce a High-Quality Video Demonstration

If your customers would like to see the product in action, put together a high quality video demonstration. It can both engage customers and answer questions that they may have about the product. Product releases can include links to YouTube.

6. Promote the Product at a Trade Show

Time your new industrial product launch with a trade show promotion. This builds excitement and anticipation around a new product.

7. Design a Beautiful Product Brochure

Whether you’re supporting trade show efforts or passing them out to local leads, a well-designed brochure can do wonders for your new product launch. Invest in the product with a professionally designed sales tool.

Are you releasing a new industrial product soon? If so, make sure to implement these seven promotional tactics into your marketing strategy. Your new product deserves the best hype possible, and these techniques can make that a reality.

Visit Gotham, LLC at

People judge your business on the perception you provide. By definition, perception means:

“The ability to see, hear or become aware of something through the senses.”

Every interaction with your company contributes to the overall perception or “brand” a customer has about your business. If you want to create a strong company image, you must understand how to show and communicate your strengths in every facet.

At the end of the day, brand consistency is king.


Everything on the Internet is a visual experience. If your manufacturing website isn’t constructed with up-to-date design standards, prospects will have a bad experience. And much like in brick-and-mortar scenarios, you don’t want anyone to feel this way about your company.

That’s why it’s so important to have a fresh, mobile-friendly updated website design every three to four years.

You don’t want prospects visiting your website, only to believe that you can’t provide a quality service or product because you don’t have a quality website.

A quality website design does a few things for a business, including:

  • Establishing a great first impression
  • Builds trust for your brand
  • Helps search engine rankings

Great Website Design Makes a Great First Impression

Good content will keep readers on the page. But the responsibility of a first impression lies deeply with the website design team.

It takes people less than two-tenths of a second to form an opinion about your brand, based on the design of your website.

So, what does that mean to you? Well, if a prospect comes to your website and it looks outdated, confusing, slow or difficult to navigate, they may automatically associate those words to your entire business. And that’s not something you want.

You only get one first impression. Just one.

And a good website design is the foundation for that. If you neglect it, then you’re setting yourself at a disadvantage from the first time someone interacts with your website.

Good Website Design Establishes Trust

In a test entitled Trust and Mistrust of Online Health Sites, valuable information can be gleaned on how design impacts trust. The study took 15 participants and had them evaluate their impressions of several websites.

Of all the trust factors mentioned, a shocking 96% related to website design.

Some of the top design issues that caused mistrust included:

  • Not mobile-friendly
  • Inappropriate website name
  • Poor navigation
  • Busy, complex layouts
  • Pop up advertisements
  • Boring design, especially in regard to color
  • Small text size
  • Slow website speed
  • Bad search indexes/facilities

Your manufacturing business can overcome each of these issues with a fresh, updated web design. Current design practices address each of these problems, which means you won’t have to worry about visitors not trusting your business.

Fresh, Mobile-Friendly Website Design Helps Search Engine Rankings

Not only is it important to have a website that looks as good on a desktop as it does on a mobile phone, but Google recently announced that they will place more importance on responsive (mobile-friendly) design when it comes to search engine rankings. According to Google:

“ We will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searchers in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

This development means that businesses wanting to rank in the search engines must invest in a fresh, mobile-friendly website design. Neglecting this process puts you at risk of dramatically dropping your search engine rankings.

Your company deserves a great website design and impressive first impression. Make the investment. Learn more at



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