While growing iPolymer, we expanded our product overing fourfold. We combined BECO Manufacturing and TEQCOM Industries, two smaller players in the market space, combining their product lines, and drove an across-the-board upgrade/update redesign process. We then expanded our newly formed iPolymer High Purity Fluid Handling product line with key manifold products desired by the semiconductor and life sciences marketplace.
Support your sales channel with a solid Product Marketing Campaign. This includes a broad enough range of products to compel your audience to look deeper into your product offerings. While printed materials remain necessary, the market dependance on a wide range of printed material has decreased with the vast usage of the Internet. Today, you can get away with brief 4-color well written brochures. These brochures can hold QR Codes or other means to connect your audience to the detailed information retained on your website.
Product Marketing Campaigns must include supporting documentation and data to compel the client to give your product line a deeper review.
While the world of B2C have classic Early Adopter, B2B tends to be more conservative with product Adoption. A consumer (B2C person) who wants to be a trendsetter or have the latest new toy to show off in front of friends and family, will purchase with less prequalification or evaluation. Whereas, this is less true in the B2B marketplace. In the technical product B2B marketplace, the Buyer or Purchasing Agent orders what is specified by the design or manufacturing engineer. That technical person places personal risk each time he or she drifts from the norms or convention of his/her facility. In other words, early adoption is a risky proposition, one which must be justified.
Products from a family with supporting media, including, but not limited to, Qualification Reports, Certifications, Testimonials, Product Ambassadors, and Advertising Campaigns help to justify that early adoption.
These marketing materials, both printed and online, must identify and emphasize the differentiation from the alternative solutions currently in the field: longer life, lower maintenance, stronger, faster, smaller, lighter, et al. There are numerous unique application characteristics that can become selling points to win early adoption. There is always the lower price option, but be careful if lower price is your only advantage in the marketplace.
