Top Marketing Strategies in 2021 for Manufaturers

TYNE AND WEAR, U.K. - EntSun -- 2020 was an ever-changing landscape for businesses across the country. In the world of marketing, businesses were required to be more reactive than proactive, and switch tactics from offline to online.

NBS, the construction technology platform provider, which gives a digital route to market for professionals who supply to the construction industry via manufacturing marketing, recently held a webinar with a panel of marketing experts. In the webinar, the panellists discussed which strategies and activities manufacturers should look to include in their 2021 marketing plans.

This article focuses on the key talking points and recommendations for how the industry can move forward despite the current unpredictability of the manufacturing landscape.

Online and on-demand

The global pandemic has caused plenty of disruption for manufacturers – especially in relation to expos and trade shows where businesses normally showcase their products and services.

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From this, there's been a greater shift towards digital channels over traditional print and face-to-face methods. One of the switches to a digital-first approach has been the introduction, or increased use, of webinars.

Izy Herrera, Marketing Manager at NBS, spoke about using the resource normally set aside for physical events to host more online discussions. Izzy said: "If we look back at March and our marketing plan, we adapted it quite considerably to focus more on online activities.

"We were already doing two webinars a month. One for specifiers and one for manufacturers. We worked out that we could move the resource normally used for events and put that into delivering at least one webinar a week. Sometimes we were delivering two a week.

The added beauty of hosting a webinar is that it can be recorded and subsequently posted online as part of an on-demand webinar library that people can watch at their own leisure.

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Looking ahead to 2021

Digital awareness played a big part in reactive strategies in 2020, and the need to be reactive may well continue into 2021. Uncertainties still exist around the pandemic and Brexit, so a mix of short-term and long-term strategies could pay dividends in the New Year and beyond.

The panel unanimously agreed that 2021 will be another year of change, so deliverables and key performance indicators (KPIs) will be focused on the ability to adapt, collaborate and ultimately thrive.

The panel for the webinar included:

• Lee Jones – Head of Marketing Solutions, NBS
• Jo Wilmot – PR Director, The Think Tank
• Izzy Herrera – Marketing Manager, NBS
• Cathy Barlow – Managing Director, Smith Goodfellow
• Chris Coulson – Communications Director, Mediaworks
• Kay Porter – Managing Director, Smart Marketing Works

To find out more visit: https://manufacturers.thenbs.com/