It’s widely documented that the majority of companies within the UK composites supply chain fall into the SME bracket, and whilst the ‘big guys’ can have teams of people working in marketing often for SMEs this is left to just one or two people, or even coupled in with another role. The resource is seemingly not always there to be able to market new products or services effectively.
“There are a million excuses to not market your company, from “we don’t have the time” to “we don’t want to tell our competitors what we’re doing” but at the end of the day it’s the companies who are investing in marketing that’s winning the business,” says Composites UK’s communications manager, Claire Whysall.
To help support those taking on the marketing role, on 3rd May 2018, Composites UK held an event covering ‘Marketing for the Composites Industry’ at WMG in Warwick.
The key point from the event was that any company has the capacity to market what they are doing if it is integrated within its business plan. When intertwined with business objectives, marketing can help deliver these in any area of the company. Speakers and delegates discussed focussing on what was right for their businesses in terms of delivering these objectives, for example it isn’t necessary to have every form of social media if their target market doesn’t use it but specific website optimisation may drive more traffic and in turn, become new customers.
It was agreed that marketing was a crucial step in building reputation - that confidence needed for customers to invest in your brand. Doing so organically contributes to implementing steps for the General Data Protection Regulation (GDPR) which affects every business in the UK to some degree. From discussions at the event it was clear that conflicting advice on the topic had hindered compliance preparations for many. Composites UK has collated guidance from the Information Commissioners Office along with examples of its own GDPR action plan into a guide for members available to download from the secure area of the website.
For those who are time poor or lack the capability there are people who can help. Composites UK members receive marketing assistance as part of their membership – the Association only publishes news from member companies and can support social media campaigns; there’s always sponsorship options surrounding events with packages aimed at all business sizes; members receive a prioritised listing on our online capabilities database – The Hub; there’s now also options to sponsor the website, Hub and newsletters.
Outside of the Association there are public relation firms who specialise in composites such as Composites UK member companies Aro PR and Marketing, OB2B Industrial Marketing and PR and Inquisitive Type. Composites in Manufacturing magazine is always happy to hear editorial ideas from companies in the industry with discounts available to Composites UK members on advertising in the magazine and on its wall planner. Finally, the Advanced Engineering Show, where members get 15% off exhibition stand space (terms and conditions apply) include a marketing package for all exhibitors with a team of people behind it to help make the most of the options available.
“If you’re not shouting about how great you are, no one else will,” Whysall concludes. “There are ways and channels to promote yourself without giving away your intellectual property, you just have to find them.”
For those looking for marketing guidance Composites UK teamed up with Aro PR Marketing and PR and OB2B Industrial Marketing to create a series of webinars on topics such as social media, public relations, integrated communications, launching new products, website content and search engine optimisation and marketing planning. These are available from the Association website: www.compositesuk.co.uk/webinars.
