ILMA Compoundings September 2017 - 28
dedicated salesperson promoting a specific company's products.
This could lead to missed opportunities in certain situations.
The best way to overcome these challenges is to develop
a strong relationship with the distributor and to regularly
invest in the technical training of their sales force so they
have a good understanding of your product offerings and
the product's performance capabilities.
"Participating in these external organizations
gives your company exposure to the right
people, allowing your company to build a
reputation of relevance within the industry."
The other channel-to-market option is direct selling. The
challenges here involve the resource limitations that companies of a smaller size might face if they do not have an adequate sales force. Other challenges can include limitations
associated with storage capability, proximity to customers
and the ability to break down material to smaller packaging
sizes. Many of the challenges of this path to market are over-
28
SEPTEMBER 2017
| COMPOUNDINGS | ILMA.ORG
come by using a distributor. For this reason, many additive
manufacturers opt to use a balanced mix of distributor and
direct selling.
MARKETING COMMUNICATION CHALLENGES
When a company is trying to break into a new market,
the marketing communication strategy is very important.
The biggest hurdle small companies face when creating
their marketing communication strategy is limited funds.
Determining which trade shows, publications and other
marketing activities to participate in can be overwhelming.
While trade shows are a great way to network and promote
a company and products, they are also one of the most
expensive marketing activities. In many instances, however,
participation in industry trade shows is a must to be viewed
as a serious competitor.
There are also opportunities to advertise in trade publications. This is another expensive way to get your name out
there, but a creative ad can garner a lot of attention. A newer
and more affordable way to get exposure is through digital
media, but it can be difficult to determine which social
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ILMA Compoundings September 2017
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ILMA Compoundings September 2017 - 1
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