GlobalWealthDJM.com
  Article Directory
Search:

Home | Marketing


GlobalWealthDJM.com Article Directory

Lab Suppliers Need New Routes to Market
By: Andrew Long

Lab suppliers have historically had a relatively easy time bringing their products to market and getting the attention of their target consumers. There were a fairly small number of trade publications which suppliers could count on to reach most of their prospective buyers.

This is how it used to be, but the internet came along and changed things for companies marketing lab supplies just as it transformed the way that any other company reaches out to consumers.

Now, the buyers for laboratories, hospitals and manufacturers have any number of different channels through which they may learn about new products and contact lab suppliers. There have always been trade shows and expositions, but there are more of these events every year and all of these buyers cannot possibly attend them all.

There are more websites than ever dedicated to the subject of laboratory products and the markets suppliers need to reach are increasingly fragmented into micro and nano markets; and the competition over these buyers becomes more intense all the time.

The way forward for laboratory suppliers is to identify new channels to reach prospective buyers. Naturally, companies must continue to exhibit at industry events; but it now comes down to a question of which of these events will be attended by the most likely buyers of their wares. Lab suppliers can utilize target marketing techniques even in this, the most traditionally generalized avenue of promoting their products.

The promoters of these industry events are generally more than pleased to provide such information on the attendees as they can in the interests of luring exhibitors; no supplier of laboratory equipment should neglect to gather and apply this information.

Getting back to the web, there are numerous ways to leverage the potential of new media to reach buyers. Other than simply having a properly optimized website to make it easy for buyers to find their business using Google and other search engines, lab suppliers can avail themselves of the opportunities afforded by online advertising. Banner advertising placed on industry-specific sites, pay-per click advertising and listings on websites with appeal to laboratory equipment buyers all provide novel and effective ways to reach the market for lab supplies.

Suppliers have other, even more exciting ways to get their message across to buyers using the new communication technologies of the World Wide Web. Creating a regular podcast helps suppliers to reach consumers in two ways. It provides a direct way to speak to buyers while at the same time adding value to your website.

A podcast can be delivered via RSS feed, so once a prospective buyer subscribes to a lab suppliers podcast; they shall receive periodic exposure to their marketing message without even having to visit the site!

Then there is b2b networking, which promises a brand new route to market for those who are savvy in the workings of such interactive marketplaces and communities. If websites can get this right for the Lab market and associated industries then this could be where the next big opportunity lies for 'clued up' media owners and publishers.

Online video is also making inroads into the laboratory market just as it has in other economic sectors. Video advertising on the web is still new enough that it captures the attention of consumers; and the potential reach of video advertising placed on community video sites like YouTube cannot be overstated.

Many forward-thinking suppliers already have videos on the site and all it takes is an informative video about laboratory applications which your product is designed for, a link to your website and you have a powerful tool for getting your message across. It may not be as simple as it once was for lab suppliers to get their products into the consciousness of buyers, but with every challenge presented by new communications technologies also comes new opportunities.

Take advantage of these opportunities and you will be able to position your company at the forefront of the laboratory supplies market.

Article Source: http://www.globalwealthdjm.com/articles

Take a look at other relevant information from Andrew Long including lab products as well as lab suppliers and other lab instruments related material.

Please Rate this Article

 

Not yet Rated

Click the XML Icon Above to Receive Marketing Articles Via RSS!
Additional Articles From - Home | Marketing
Sign Up for a free account or learn more.
Submit Articles
Member Login
Top Authors
Most Popular Articles
Submission Guidelines
Ezine Notifications
Article RSS Feeds
SFI
Empowerism
Host4Profit
Warrior Pro
Traffic Swarm

Are you smart enough to make money online? You could be...

Click here to get your FREE copy of "Dotcomology - The Science of Making Money Online" TODAY!

Link to Us
Privacy Policy
Terms of Service
Article Directory Software
Click here to download the exact software that powers this directory for FREE. Start your own article directory today!

Powered by Article Dashboard