Naples, Fla. — Andrea Siy, who runs her own marketing firm, encouraged plastics executives to use a diverse range of communication — including a dose of promotion via email and social media — in a talk at the Executive Forum.
In the old days, a company had boxes of brochures, which soon got outdated. Siy said print pieces do have longevity, but “still, there's no need to print thousands and thousands of brochures.” Instead, she said, create PDFs, then print out just the amount you need.
The veteran of marketing in both agency and corporate areas formed Siy Communications Inc. in 2003 to specialize in the plastics industry. The firm is in Byfield, Mass.
Not all of Siy's advice was from the information revolution. She told forum attendees about the importance of some basics, including to send out news releases on any new products, applications, personnel news or interesting customer stories.
Siy is a big advocate for email marketing. It's low-cost and can be tracked; you can see exactly who clicked on which email. An email can direct readers to “click here for our newsletter,” and that gives companies the email address of someone interested in your company. “Then you are emailing people who want to hear from you. They will engage with you,” she said.
The return on investment is high.
“For every dollar spent on email [marketing], the average return is $44,” she said.
Siy said social media — Facebook, Twitter, LinkedIn and YouTube — are good ways to make connections.
“It's not a way to drive sales, but it's a way to build relationships,” she said.