MARKETING teams big and small joined forces to discuss the benefits and challenges of marketing in the manufacturing industry.
From firms with global marketing teams to those with a one-man resource, members of the Advanced Manufacturing Forum (AMF) attended its most recent event.
Speaking before an audience of over 60 delegates, Barbour’s director of global marketing, Paul Wilkinson, lead the session with an overview of the prestigious North East brand’s international digital marketing strategy.
Paul was joined by fellow speaker Nicola Irving, head of marketing and communications at Pearson Engineering, based in Newcastle.
Both reiterated the positives of good marketing strategies, with Paul hammering home Barbour’s position that educating the customer, challenging perceptions, elevating the brand, and celebrating heritage were key objectives.
The meeting was also told that social media, blogs, and campaign emails and pages, were a must for successful marketing drives, ultimately strengthening the brand and boosting business.
Paul said: “Great digital presence generates reach and credibility, driving both direct and indirect conversions online and in store.”
Nicola, from Pearson Engineering, which manufactures and exports counter-mine and combat engineering equipment, added that regular advertising, sponsorship of industry or charity events and attending exhibits were also core activities to undertake.
Ian Fawdon, chairman of the AMF, said a quarterly marketing sub-forum would be launched on the back of the meeting to meet members’ needs.
He said : “We were delighted to welcome the speakers to our March meeting on marketing.
“It’s an area that all businesses need to focus on to develop companies and brands to maximum effect.
“It requires a lot of effort and focus, to make it work.
“But when it does work, the results can be incredible.”
He added: “We are going to start a quarterly marketing sub-forum for our members to share their experiences and best practice in response to members’ needs.”
Samantha Daniell, from safety equipment supplier SMH Products, and Rosemary Caffrey from South Tyneside College, also spoke at the monthly forum which was held at AMF headquarters at One Trinity Green, in Eldon Street, South Shields.