How casting a wide net hurt my business. But can help yours.

When I started my design business, my clients ranged from manufacturers to non-profits to magazine publishers. I was pitching new clients and assisting current ones but casting a wide net was costing me time, energy… and results.

I began working with a business coach. She quickly noticed that my favorite clients were involved in the packaging and manufacturing industries. Because of this, I had developed interest, knowledge and valuable insights about the industry.

I had a deep bench to draw from. And instead of pursuing clients in every industry, I decided to focus solely on the one where my experience would be most beneficial. I now receive invitations to speak at industry events, write for industry publications, and have a graphic design and marketing skill set that is specifically applicable to and advantageous for brands in manufacturing.

A Deliberate Focus Leads to Deliberate Results.

I can help your business focus your marketing efforts on productive, targeted audiences. As a brand strategist and designer, I will do a deep dive into user personas and the competition. Based on what we discover in a strategy session, I will create content and design that resonates with that audience. Together we’ll “bait the hook” with strong visuals and positioning to show how your product or service solves your target audiences’ pain points.

Here’s a case study of how I helped a well-known packaging machinery manufacturer looking to increase exposure in a particular niche by creating a multi-channel marketing campaign to target specific clients. This campaign included a direct mail postcard, a printed insert with a custom USB business card which included videos of their packaging solutions. Next, we created three personalized follow-up emails for the sales team. The first email went to 72 people with a 29% open rate and a 4% click-through rate. According to HubSpot, the average open rate across all industries is 20.94%. The sales reps followed up with those prospects a few weeks before the industry-specific trade show to set up meetings during the event.

This campaign put their name in front of their prospects and they ended up winning a large project with a well-known company in this particular niche.

To learn more about how I can help position your manufacturing business, reach out and book a complimentary 30-minute strategy session. I would be happy to discuss your needs and show you how my industry knowledge can benefit your business!