Rafael Macedo

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June 22, 2019 117 ← back to all posts

Marketing is the game changer for forest machine manufacturers

The marketing concept is not new, it came back up before the industrial revolution, where studies on market began to be made. Despite the long past, marketing gained popularity from 1950, so it is not that old after all. Since then it turned to a big star, as the studies in the field growed, and more and more companies have started to apply it and now we observe the boom of marketing in the digital age. Still, marketing is not a close friend of the most forestry machine manufacturers. For most of them, marketing comes down to three functions: advertising in magazines, exhibit in trade shows and publishing of product catalogs. Not that this is all wrong, but those activities are part of just one of the marketing 5Ps, which is the Promotion. Marketing can do much more for manufacturers of forest machines. The possibilities and benefits go way beyond the advertising. For those that are curious about the others 4Ps here it goes: product, price, place and people (this last P is the new).

forestry marketing

The marketing concept is not new, it came back up before the industrial revolution, where studies on market began to be made. Despite the long past, marketing gained popularity from 1950, so it is not that old after all. Since then it turned to a big star, as the studies in the field growed, and more and more companies have started to apply it and now we observe the boom of marketing in the digital age. Still, marketing is not a close friend of the most forestry machine manufacturers. For most of them, marketing comes down to three functions: advertising in magazines, exhibit in trade shows and publishing of product catalogs. Not that this is all wrong, but those activities are part of just one of the marketing 5Ps, which is the Promotion. Marketing can do much more for manufacturers of forest machines. The possibilities and benefits go way beyond the advertising. For those that are curious about the others 4Ps here it goes: product, price, place and people (this last P is the new).

There are many pompous definitions of marketing, elaborated by several respected authors, mainly from the USA, the country of important theorists. But those who work in the forest like the simple and straightforward things. So let's simplify: marketing is the business function (that can be outsourced) responsible for attracting and facilitating sales, understanding the market, its movements, threats and opportunities. Marketing help to understand the desire of customers and establish long term relationships. Its function also to create a value for the brand, products and motivate employees.

Read this article:Check out 9 areas of marketing for forest machine producers

Okay, I just wrote I would not quote the experts. But this is the main name among the experts and his definition (much better than mine) is uncomplicated. So let's see what says Philip Kotler, in the book Marketing Management. "Marketing is the science and art to explore, create and deliver value to meet the needs of a target market profitably. Marketing identifies needs and unfulfilled desires. It defines, measures and quantifies the size of the identified market and the potential for profit. "

How to increase sales and win customers

Do you realized how marketing goes beyond the advertising? This is a much more complete area, if it well managed, has the ability to increase sales, expand markets, establish a relation of partnership and loyalty between the company its customers and employees, raise brand value, create authority and be remembered with respect even by competitors.

 

Forwarder John Deere during the fair Ligna in Germany.

Surely, you who are responsible for the sales area or occupies a managing position already use marketing tools without even knowing. It would be the routines to improve relationship with the customer, for example, or market research, developing of benefit or employee incentive programs, competition study and so on. Those are examples of behaviors and actions studied by the marketing there are essential to business and, of course, many business owners already do it by instinct. Understand each of them and expand the range of actions is very advantageous.

To take full advantage of it demands learn at least the basic of what marketing can offer. There are a number of techniques and tools to be used by the companies. The blog Marketing Florestal came to show to forestry machine and equipment producers and dealers in Brazil the concepts and practical suggestions that can be placed in real life to improve sales, customer relationships, digital marketing and brand.

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