Marketing to mining: who are you and what does your company do?

Half of the prospects called on by mining suppliers and service providers know nothing about the supplier’s company.

And half of the customers called on by mining suppliers don’t have an adequate understanding of the supplier’s capabilities.

This was according to a recent survey by Wade Business Media and its online lead generation service Projectory on brand awareness among 57 individuals with mining suppliers and service providers – mainly based in WA.

A total of 47 per cent of prospects called on by mining suppliers and service providers for the first time know nothing about the supplier/service providers’ company, according to mining suppliers and service providers.

Nearly 60 per cent of prospects knew nothing about what the supplier/service providers’ company stands for and just over half knew nothing about the supplier/service providers’ reputation.

Roughly two thirds of prospects knew nothing about the supplier/service providers’ company record, accreditation and special techniques.

Just over 70 per cent of prospects know nothing about the individual calling them from a mining supplier/service provider.

Roughly half of the mining suppliers and service providers surveyed said their customers and clients had an adequate knowledge of their company’s core values; company record; products, equipment and services; capabilities; and special techniques and accreditations.

Knowledge about mining suppliers and service providers’ core values was most lacking, followed by accreditations and special techniques, company record, capabilities and products, equipment and services.

Just over a third of mining suppliers and service providers said their company’s marketing effectiveness was unsatisfactory (30 per cent) or terrible (6.5 per cent). Little over half said it was satisfactory and only 11 per cent said it was ‘pretty good’. No respondents said their marketing effectiveness was ‘excellent’.

The most effective channels to market to overallBUILD BRAND awareness about their company – with 1 the most effective channel – according to respondents were:

  1. Company website
  2. Trade shows
  3. Social Media (LinkedIn, Facebook, Twitter)
  4. Public relations
  5. Advertising – trade press
  6. External company e-newsletter
  7. Content (news, whitepapers, articles, videos)
  8. Search (Google, Yahoo etc)
  9. Event Sponsorship – in-house (road shows, seminars, workshops)
  10. Advertising – online (web)
  11. Advertising – online (newsletter third party)
  12. Event Sponsorship – third party
  13. Direct mail
  14. Online directories
  15. Google Adwords

The top five most effective channels to market to build awareness about their company’s CAPABILITIES – excluding the company website – were as follows:

  1. Advertising – trade press
  2. Trade shows
  3. External company e-newsletter
  4. Advertising – online (web)
  5. Content (news, whitepapers, articles, videos)

The top five most effective channels to market to build awareness about what their company STANDS FOR – excluding the company website – were as follows:

  1. Trade shows
  2. Advertising – online (web)
  3. External company e-newsletter
  4. Event Sponsorship – in-house (road shows, seminars, workshops)
  5. Social Media (LinkedIn, Facebook, Twitter)

The top five most effective channels to market to build awareness about what their company’s REPUTATION– excluding the company website – were as follows:

  1. Public relations
  2. Event Sponsorship – in-house (road shows, seminars, workshops)
  3. Trade shows
  4. Advertising – online (web)
  5. Event Sponsorship – third party

The top five most effective channels to market to build awareness about what their company’s RECORD – excluding the company website – were as follows:

  1. Content (news, whitepapers, articles, videos)
  2. Event Sponsorship – in-house (road shows, seminars, workshops)
  3. Advertising – online (web)
  4. Public relations
  5. Trade shows

The top five most effective channels to market to build awareness about what their company’sACCREDITATIONS AND SPECIAL TECHNIQUES – excluding the company website – were as follows:

  1. Content (news, whitepapers, articles, videos)
  2. Event Sponsorship – in-house (road shows, seminars, workshops)
  3. Advertising – online (web)
  4. Public relations
  5. Trade shows

The top five most effective channels to market to build awareness about what their THEM as an individual – excluding the company website – were as follows:

  1. Social Media (LinkedIn, Facebook, Twitter)
  2. Public relations
  3. Trade shows
  4. Event Sponsorship – third party
  5. External company e-newsletter

A total of 88 per cent of respondents said they had a LinkedIn in profile with the average person having a total of 270 contacts.

About the survey –

The Wade Business Media-Projectory survey canvassed the views of 57 individuals with mining suppliers and service providers in Australia.

Most respondents were based in WA (40 per cent) followed by Queensland (21 per cent), Victoria (16 per cent) and New South Wales (12 per cent).

Most respondents were in a marketing or sales role (42 per cent) or management role (23 per cent) with 16 per cent owner/operators and 16 per cent in product or technical roles.

A quarter of those surveyed characterised their company’s core business as manufacturer (25 per cent); Tier 2 servicing EPCMs – e.g. engineering design, civil construction (18 per cent); Tier 3 sub-contractor – servicing EPCMs or Tier 2 firms (12.5 per cent); professional services (12.5 per cent); Tier 4 sub-contractor – servicing Tier 2 and Tier 3 firms (11 per cent); distributor (9 per cent); EPCM (7 per cent); and Tier 5 materials and services supplier to Tier 3 and Tier 4 firms (5 per cent).

Tags: , , , ,

No comments yet.

Leave a Reply