Marketing communications designed to build business
Industrial Websites: Adopt a Wine & Cheese Mentality
Today every company's website is almost as important (if not equally important) to their brick and mortar place of business. Just like actual businesses, websites should provide something for a visitor that keeps them from being bored - which translates to moving on to another website. OK, industrial businesses don't usually try to create an atmosphere of "sit down and stay awhile" like a car dealership, or clothing boutique might. Regardless, in 2009, people have less and less patience for boredom or inactivity.
I love businesses that provide refreshments to customers. I use to go to a hair salon where they offered me wine while my hair was cut. My bank puts coffee and cookies out in the lobby (this doesn't rank as high as wine in my book, but at least they're making the effort.) There's a bed and breakfast in Napa, CA that I have fond memories of. That B&B owner knew how to make her customers feel special. Upon arrival, we were greeted in the parlor with an assortment of fine Napa Valley wines, different types of cheese and fruit. When we got into our room, the bed was turned down and there were chocolates on the pillow. The owner of the B&B even made herself available that evening, to sit with us on the lovely wrap-around porch of her Victorian home, drink MORE fine Napa Valley wine, and entertain us with stories about the area and its people. That type of customer service is extremely effective, because my husband and I continue to recommend that B&B every time we know of someone taking a trip to Napa Valley. All because of wine and cheese . . .
Considering how much business is conducted online today, I think more industrial companies should be thinking about how to provide their visitors with some wine and cheese. What can you add to your website that will make someone want to "sit down and stay awhile?" How about case studies, testimonials, a photo gallery of product installations, white papers, a BLOG? These are all pretty standard options for an industrial website, but more and more, the "people" side of doing business is becoming an acceptable form of content on websites as well. This could include an employee directory with photos and bios, internal company newsletters, anything that provides something to read or view.
Adopting a "wine and cheese" mentality for your website is a cost-effective way to begin branding your company as one that makes the customer feel "cared for." What a concept.
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Hi, I'm Kerry O'Malley - the Industrial Marketing Muse (and your own personal Marketect, should you so choose!) I have over 27 years of experience developing marketing communications for engineered industrial products and services sold to industry. For the past 10 years, I've done that as a consultant through my company, Marketects.
I love the idea of advertising (and good writing) being catalysts that move people to action. I'm jazzed by the challenge of creating concepts for communications campaigns that work. I'm intrigued by the possibilities that exist on the Internet for the industrial marketer, and I'm always thinking about how to translate those opportunities to my clients. I've never practiced marketing in the retail, mass consumer arena, but I see a lot of that kind of marketing that inspires me and translates over well to the industrial world. I hope I can inspire YOU!