1. Industrial Advertising

2. In proportion of total adspend, the contribution of Industrial advertising is just 10% Sticks closely to hard facts that would be read by technical experts who buy on a rational, logical, commercial and professional basis. No room for emotion here.

3. Functions of Industrial Advertising ‘Behind the scenes’ contribution to standard of living Reduces selling costs and increases productivity Reach the inaccessible influences Encourages the favourable contacts required before purchase is done

4. Communication must be such to motivate and make eminent sense for hard core technical people to adopt usage of the product for their applications Must be conservative in communicating product prowess. It is better to under commit and over deliver

5. What constitutes good industrial advertising ? Application of the product Technical literature to support claim Cost and economy Availability Offer of more information or demonstration Installation service/commercial use trial After sales service assurance Company name and address

6. Use as long copy as required Ad positioning is relatively less important. Audience would most likely be on an active search mode. Media used would be mostly technical journals, newspapers, trade journals, targeted to qualified prospects. Direct marketing is another method of communicating with industrial clients

7. Key points in industrial advertising Identity of manufacturer, his reputation, credibility, worksmanship, infrastructure, resources Never deal frivolously with industrial products Do not be afraid to use technical jargon Use diagrams, illustrations, drawings to explain Formatted catalogues are better than qualitative copy

8. When communicating with trade Communication has to be suitably toned down on technical content and more on commercial content

9. Catalogues Specialised work Long shelf life Marketing tool for buying as well as for selling Expensive and has to be used sparingly