Technical and Industrial Buyers want Information

Technical and industrial decision makers tend to be practical.  They are looking for answers to specific questions and want you to show them why your brand is the right answer.  They are happy to debate the pros and cons, and the application in particular circumstances.

Consumer ads can promise “this will be your night”.  A dramatic photograph, the brand name and no verbal message at all can work.  It’s pure emotion.

Technical and industrial clients, in contrast, value logic.  They don’t have time to keep up to date with all the latest specs and ads are a useful source of information.  Despite this, ads in trade journals and technical publications are frequently vague and miss the opportunity to give their customers the information they need.

For example, a current ad for pre-stressed concrete slabs is a montage of three photos, the company name, address and website and an oversized SABS logo.  That’s it, nothing to explain why this particular brand is a good idea.  Nothing about application or quality.  No reason to make me say, hey, that’s the brand of pre-stressed slabs I want to buy.

In short, money was spent to tell potential clients about the product, but no information was given.

Is your industrial ad giving your customers the information they need?  Find what matters to them, and make sure they know that you can supply it.

If you’d like to find out about constructing an ad to give your clients clear, precise reasons to buy your product, contact Octarine now.

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  1. Joanne Lawrie on January 18, 2013 at 11:45

    I agree with you Ann. It is so important to understand your target market and use that information to talk to them through your advert in the correct magazine.Unique characteristics should be highlighted but there should not be an information overload on an advert. This can be better done in an advertorial or through their website.

  2. Rehema on January 17, 2013 at 11:59

    My initial reaction to the blog was ‘who are technical and industrial buyers? Is this article speaking to me or a specialist group?’ As I read it my thoughts are that consumers generally speaking identify with value and utility. Advertisements miss it for me when they do not appeal to my value standards (whether emotional or practical) and I have and perceive no utility for the product that they are punting.

    • Ann Druce on January 17, 2013 at 14:24

      You make a useful point about clarifying my audience. The point I hoped to make was that the factors that influence the decision-making process are not always the same.

      The things that might appeal to you when you are buying a slab of imported chocolate or a bottle of high-end perfume are more emotionally based. But when you are buying bioremediation technology, or agricultural feeds for added weight gain before going to market, technical specifications are critical.

      And while industrial marketers certainly build brand awareness and loyalty, they need to be explicit about the benefits they offer their customers, and credible in their message..

  3. Karien Slabbert on January 17, 2013 at 09:53

    I agree that technical and information based buyers seek fact-focused information to help them choose the right product. Emotion plays no role.

  4. P Strydom on January 17, 2013 at 07:21

    True, but also valid is the fact that technical adverts with too much information will only confuse the reader. Important though is that the advert supply clear and effective contact detail should the reader need more or further information on the product or service.

    • Ann Druce on January 17, 2013 at 09:48

      Very true. Information overload is a common problem in technical and industrial advertising, with ads that lack focus and a clear message. Too much copy (and too many photos) may actually be worse than not enough information.

  5. Jennifer Miller on January 16, 2013 at 18:43

    I would like to add that in a world of information overload Industry specific magazines play an important role, you will always make time for your trade magazine as this is what keeps you informed.I agree with you that the presentation of suppliers information is crucial if it is not informative it is money wasted.

    • Ann Druce on January 17, 2013 at 09:49

      Absolutely, the right publication and the right message are key to effective marketing communication.

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