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Creating a Marketing Strategy for Sustainable Growth

Posted by Ellen McKewen

A successful marketing strategy for a manufacturing is able to sustain a high volume of lead generationIn today’s highly competitive marketplace, it’s imperative for manufacturers to have a strong marketing strategy in place. A well-structured marketing strategy sets the foundation for manufacturers to:

  • Enhance brand awareness
  • Generate new leads
  • Convert leads to sales
  • Reconnect with clients and customers

The right strategy provides manufacturers with a detailed guide to lead them toward their defined goals and objectives. Marketing initiatives are most effective and successful when the time is taken to identify what needs to be done, how it will be accomplished, and when these efforts will take place.

By developing an integrated marketing strategy, manufacturers are able to cultivate an organized plan to ensure consistent marketing actions, enabling them to be proactive in the market.

How a California Manufacturer Used Marketing Strategy

Leslie Skylights is a full service supplier of custom skylights, standard skylight units, and structural systems, located in Oceanside, CA. The small organization of nine employees works with architects, general contractors, subcontractors, and business owners to develop and produce the best of quality skylights and products on the market.

As Leslie Skylights developed the desire to accelerate sales growth, they came to realize that they had fewer resources to penetrate the market in comparison to their competitors. Their sales were also seasonably based. Leslie Skylights realized that they needed to develop a stronger marketing strategy in order to attract new customers, ensure a steady flow of sales, and increase revenue.

“We really needed a stronger, more organized marketing strategy. Our goal was to increase brand awareness through coherent marketing messaging in order to appeal to new customers and see a steadier flow of sales,” says Larry Niggli, Owner of Leslie Skylights.

After assessing Leslie Skylights’ sales and marketing plan, CMTC and the company collaborated in an effort to develop a sales and marketing plan with a more strategic approach. The marketing strategy was revamped and the organization:

  • Reworked their key marketing messages utilized across all marketing platforms
  • Created an updated newsletter consisting of all important issues relevant to the industry
  • Reworked their website and social media platforms incorporating more recent testimonials and pictures of the company’s work
  • Developed additional interactive tools to address topics important to customers such as new guides for architects, one of their key target audiences
  • Generated a marketing calendar that would monitor marketing activity and the effectiveness of their strategic plan
  • Established KPI’s and a new standardized documentation process to track orders

"To help us increase our brand awareness and connect with new prospects, guides for architects on material selections, glazing considerations, design issues, and other custom skylight related challenges were created. This demonstrated our industry expertise to a number of new contacts,” says Niggli. “It was also very helpful that a marketing calendar was established to ensure that we were consistently engaging in marketing activity.”

The Impact of Marketing Improvements

The aforementioned changes helped Leslie Skylights further demonstrate their industry expertise, improve their brand awareness, increase communication with prospects, enhance their marketing message, and optimize all marketing activities and efforts.

Many organizations, like Leslie Skylights, have benefitted tremendously from an improved marketing strategy. If you are a California manufacturer without a formalized marketing strategy or consistent marketing efforts, it’s time to prioritize your company for growth!

Read Leslie Skylights' full success story here.


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Topics: Marketing, Growth

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