marketing for foreign manufacturers

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.

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Industrial B2B marketers often invest more in trade show marketing than any other medium. Why? Because the opportunity for interpersonal access and influence to ideal customers is optimized.

The Center for Exhibition Industry Research (CEIR) provides insightful statistics about marketing effectiveness among trade show visitors:

  • 88% have not spoken to your sales staff in the past 12 months.
  • 76% say the trade show influenced buying decisions.
  • 64% talk about the event with at least six other people.
  • 76% requested a quote from a company.
  • 26% signed purchase orders at the show.

Like most good things in life, trade show success doesn’t come easy. This six-step system provides you with insight for industrial trade show marketing success.

1) Understand Objectives

This serves as the “why” behind all your effort. Most manufacturers build exhibits to increase brand awareness and generate new leads. But you may also want to introduce a new product or build deeper relationships.

Once you understand why, you can set measurable goals (e.g. “How many leads do you want?”). Finding measurable objectives will provide insight on success that qualitative goals cannot.

2) Select the Right Industrial Trade Shows for Your Company

North America has thousands of trade shows each year that feature companies competing for the attention of millions of attendees. An understanding of your objectives will help narrow down potential trade shows to the ones that work best for you.

What shows do your customers feel will add value to their operation?

3) Design a Great Trade Show Exhibit

Your booth will compete against tons of other exhibits. And everyone wants to gain the attention of attendees. A great trade show booth design will help you cut through the clutter and broadcast your message to the perfect audience.

Graphics should communicate who you are, what you do and the benefit you provide to prospects. Also keep in mind that you’ll also use your exhibit as a temporary workspace. Optimize the layout and flow to give staff room gather leads, meet people, demonstrate the product and store personal items.

4) Develop a Trade Show Promotion

Veteran marketing managers know the power of a good trade show promotion. A solid offer can boost your lead count by 33%. Pre-Show Promotions boost awareness of your exhibit before the show. It’s about spreading the word and getting people excited. At-Show Promotions work to attract more visitors to your booth.

Create promotions that speak specifically to your target customer. Don’t give away something that everyone would sign up for (e.g. an iPad). You may get a lot of “leads” but they won’t be qualified or targeted.

5) Train Your Staff for the Show

The trade show staff will mean the difference between a prospect having a meaningful experience at your exhibit, or not. Your booth staff needs to understand how to entice customers, quickly connect with them and transform a brief conversation into a qualified lead. Whether you enlist the help of sale professionals or not, you’ll need to properly prepare your team.

Each interaction will last less than 10 minutes. In fact, the more brief, the better. You want to convert someone to a lead as quickly as possible, because then you can move on to the next prospect. This guideline will help you train your staff for the show:

Engage. Stop the attendees and engage with them using leading questions. Find ways for them to share with you and avoid yes or no questions.

Qualify. Determine if they qualify as a good lead for your offering. If not, move on to the next prospect.

Present. Demo the product around the prospect’s needs. The more personalized this process feels, the better.

Close. Have them fill out a lead card and move on to the next prospect.

Prepare questions and scripts for each stage of this process.

In general, it is not recommended for trade show staff to sit down or eat in the booth. However, providing complimentary water or coffee at your booth for visitors does make a positive impression. Also, pay attention to potential barriers, like chairs, that could block access to your booth.

6) Follow Up With Leads

Once you’ve completed the trade show, it’s time to follow up with leads. According to the CEIR, a shocking 80% of leads never get a follow-up after the show. Follow-up as soon as possible. You want to remain top-of-mind and engage with leads while they still remember their interaction with you at the show.


Industrial trade show marketing can add immense value to your manufacturing business. But you have to do it correctly. With all the competition, make sure to use these six tips to stand out and generate as many leads as possible.

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