Issue: 5
September, 2010
In these days of electronic marketing, where new marketing tools appear almost daily, the old favorites like catalogs and product brochures are often ignored. In the EMC world, several companies have told me they have ceased producing catalogs (printed or electronic) because their products change too often, or because product information is available on their website. Personally, I think these companies are missing a sales opportunity. To me, catalogs present a snapshot in time of a company’s capabilities. Besides, everyone knows that suppliers are capable of much more than what is in their catalogs; even their websites are rarely up to date. But for engineers and buyers, a catalog of EMI gaskets, or filters, or test equipment can sometimes tell them as much if not more than a well-crafted article. (Well, maybe not an Interference Technology article, of course…)
Here is a good example of an EMC company, using a simple electronic catalog to build web traffic and new business. In 2009, the shielding and ferrite manufacturer, Leader Tech ( www.leadertechinc.com) launched its latest EMI Enclosure Solutions Catalog. It contained a wide range of product lines – 36 pages in all. But they saw that the catalog was a simple way to communicate the scale of their capabilities to both existing and potential new customers. Leader Tech made the catalog the focal point of a 6-month online marketing campaign, resulting in 314 downloads. That’s an average of two or three prospective buyers viewing their range of products every day, and that does not include the pass-arounds. So when you think what the likely (initial and repeat) spend would be for just one of those prospects, and how little effort was required, you may find a new respect for the humble components catalog!
To learm more about how Leader Tech successully leveraged an online marketing campaign in conjunction with their catalog and how your organization can achieve similar results download our free case study, “Content Marketing in EMC.”
