LAKE LAS VEGAS, NEV. — In a fast-changing, Internet-driven world, companies have to keep improving their marketing efforts, and measuring the results, Teresa Schell, a marketing consultant, said at the Plastics News Executive Forum.
“Marketing is something that continually needs nourishment,” she said.
Schell, who owns Vive LLC in Milwaukee, advocates a diverse marketing program. At the forum, she presented results of a survey of plastics processors that generated 171 respondents. Most of the processors had sales from $10 million to $24 million.
Vive asked what processors do to differentiate their companies. They listed things like innovation unique technology.
“If you don't have differentiation, you don't have branding and therefore you don't have long-term profitability,” Schell said.
Many companies have a mission statement, but Schell said they also need a brand-position statement, to help define the message and identify the audience.
She said “sales” and “marketing” are not the same thing, and it's not good to combine sales and marketing into a single position, she said. Another common problem: Separating the two areas into organizational silos.
Most survey respondents said they use sales to measure the effectiveness of marketing. But Schell said you also should determine return on investment from trade shows, social media or the company website.
When looking at social media platforms, Schell advises processors to pick two. Start with LinkedIn, then add either Facebook or Twitter.
Make sure all social media and sales tools are consistent, she said.