-
- News
- Books
Featured Books
- pcb007 Magazine
Latest Issues
Current IssueDon’t Just Survive, Thrive
If we are to be relevant and prosper during these next critical decades in electronics, we must do more than survive. As an industry, we can and must thrive. In this issue, our contributors explore these concepts meant to help you take your business to the next level.
Material Matters
Materials management is nuanced, multifaceted, and requires a holistic systems approach for business success. When building high mix, low volume, and high technology, managing materials and overall cost containment are even greater challenges.
Additive Manufacturing
In this month’s issue, we explore additive manufacturing technology for the PCB fabricator: where it stands today, the true benefits, and where it seems to be headed.
- Articles
- Columns
Search Console
- Links
- Events
||| MENU - pcb007 Magazine
Effectively Conveying Your Brand—and Your Message
February 7, 2024 | Barry Matties, I-Connect007Estimated reading time: 2 minutes
![](https://iconnect007.com/application/files/9317/0729/4371/marketing_300.jpg)
What is your brand and message, and why is this important? After 40 years running a business, I’ve learned the true core values of marketing and why it is critically important to any business success story. You must define and share your message, align your team, and stay in it for the long term. The following are several tips and examples to help you get there.
Content Marketing
One of today’s best marketing tools is content marketing, a term most know but few utilize well. It goes beyond sending a press release to announce you will be exhibiting at a show. Content marketing is taking part in and driving the industry conversation as an expert.
What does this mean?
You must focus on educating your prospects by providing solutions to their pain points. These are issues that are extremely challenging or create frustration and waste in their processes. This allows you and your team to become the leading recognized experts committed to solving problems. Problem-solvers are rewarded with business. If you focus on education, you don't have to "sell" to increase sales.
The Power of Branding
Branding means creating awareness about your company and/or product to differentiate your presence in the marketplace. Short-term thinking and expectations should not be applied here; branding is an ongoing, long-term process. Creating a solid company brand increases your product's value; you can charge more for your products and services, which pays for marketing and increases your profits.
How can we establish and measure branding?
Branding is measured not in the short term, but over years of dedication to building that brand. If I ask you to name a fast-food restaurant, for example, you will most likely say McDonald's, even if you don't eat there. McDonald’s has owned that space for many years, likely because the company advertises consistently over the long term. It achieved market saturation and remains at the top.
At one time, there was no such thing as fast food. At one time, there was only one McDonald’s restaurant. But the company discovered a niche and capitalized on it. The quickest way to own a brand in the marketplace is to find an opening where a name brand doesn't exist. What is your niche, and how can you position your message to demonstrate that you either offer something that no one else does, or you offer it better, smarter, faster, or more efficiently? Take the time to think about what your brand really is.
A simple measure of branding is the number of impressions into your target market. Remember that if your target markets are B2B, you will not have ever-growing numbers. A fixed number defines B2B markets. The measure, therefore, is not how many people saw your ad one time but the number of times your ad got in front of the right people in your market. In other words, you want each prospect to see your message as often as possible.
Of course, other measures come into play over time as well. You start to see your sales increase. You notice a higher demand for your products. More people contact you to do business. You are more recognized at trade shows...
Continue reading this article in the February 2024 issue of SMT007 Magazine.
Suggested Items
Enhance Your Electronics Expertise Through IPC Courses in August
07/25/2024 | Corey Lynn, IPCAs the global leader in standards, training, and certification for the electronics industry, IPC is pleased to announce an array of upcoming online instructor-led courses this August. These courses are designed to equip professionals with the latest skills and knowledge required to excel in the ever-evolving field of electronics manufacturing and design. Whether you want to deepen your expertise in PCB design and manufacturing, understand the intricacies of intermetallic compounds, or learn about counterfeit part mitigation, IPC has a course tailored for you.
It’s Only Common Sense: Saving a Great Customer When Things Go Wrong
07/08/2024 | Dan Beaulieu -- Column: It's Only Common SenseHandling a serious problem with a long-time customer, especially when both parties share some blame, requires a delicate balance of diplomacy, accountability, and strategic thinking. The goal is to resolve the disagreement without sacrificing the valuable relationship. The last thing you want to do is win the battle and lose the war. The customer is always right even when they are not. It is your job as the supplier to keep the relationship alive.
Beyond Design: Termination Planning
06/24/2024 | Barry Olney -- Column: Beyond DesignThe characteristic impedance of a transmission refers to the impedance seen by a driver looking down an infinitely long trace. Interestingly, the characteristic impedance is independent of trace length. It’s a measure of the ratio of inductance to capacitance at any point along the trace. Therefore, while trace length matters for signal propagation delay, it doesn’t directly impact characteristic impedance. When a transmission line is perfectly matched to the driver and load, the signals propagating electromagnetic (EM) energy are totally absorbed by the load. This is the perfect scenario that all electronics designers strive for. However, this is rarely the case, and reflections do occur whenever the impedance of the transmission line changes along its length.
Berg Insight Expects Rapid Adoption of Embedded Two-Wheeler OEM Telematics Systems in the Coming Years
06/24/2024 | Berg InsightAccording to a new market research report from the IoT analyst firm Berg Insight, the number of active two-wheeler OEM telematics systems will grow at a CAGR of 37.1 percent from 11.1 million in 2023 to reach 53.8 million in 2028.
The Knowledge Base: The Difference Between Critical and Distracting Decision-making
06/17/2024 | Mike Konrad -- Column: The Knowledge BaseIn today's rapidly changing business environment, distinguishing between distractions and critical elements can be the difference between success and stagnation. As businesses navigate technological advancements, shifting market dynamics, and evolving consumer behaviors, the ability to prioritize effectively has never been more essential. Here, we'll explore key areas that require critical attention and identify common distractions that businesses should be wary of.