Consistent Messaging to Prosper in 2021

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Working out once a month will not produce the desired results of a strong body; nor will periodic dieting produce a lean body. Consistent behavior in diet and exercise are the only ways to achieve and maintain long-term health and optimal appearance. Similarly, it is foolish for any manufacturer to believe that one press release a month and one published feature article a year will accomplish a strong and healthy manufacturing reputation and grow market share.

Achieving media coverage is a good way to build a manufacturer’s profile, increase a well-earned reputation, and communicate messaging to target audience customers. Posting a single published feature article is not enough; it must provoke the implementation of cross-promotional PR strategies which exponentially increase the reach of the media coverage. PR is the protein shake to augment a good marketing campaign.

Manufacturers as thought leaders

Research has shown thought leadership in manufacturing marketing makes a difference for B2B brands. Nearly two-thirds of decision-makers said that thought leadership is one of the top ways to gauge the caliber of thinking that a company can provide. This approach permits creativity, authentic voice of the manufacturer, and advances all other elements in manufacturing marketing.

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About the author, Thomas R.

Thomas R. Cutler is the President and CEO of Fort Lauderdale, Florida-based, TR Cutler, Inc., celebrating its 21st year. Cutler is the founder of the Manufacturing Media Consortium including more than 8000 journalists, editors, and economists writing about trends in manufacturing, industry, material handling, and process improvement. Cutler authors more than 1000 feature articles annually regarding the manufacturing sector.

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