Do you need to reach a tough audience?The American Foundry Society (AFS) faced the challenge of communicating with engineers, product designers and purchasing influencers who typically ignore promotional hype.
The solution? A series of white papers NM Marketing Communications developed for AFS, which has led to hundreds of leads.
White papers originally started as government policy documents, defining a specific position or policy. Today, they have become powerful marketing tools used to show customers or other decision-makers how to find solutions to their problems.
White papers are most often used by technology or industrial companies, but the concept is applicable to almost any market segment. The key to success with a white paper is identifying a problem or concern faced by your audience, then showing them in a factual way how your product or service provides the solution.
For example, the AFS white papers have concentrated on some of the unique technical aspects of using various metal casting methods to solve industrial design problems or improve manufacturing efficiency. In addition to generating inquiries from engineers about casting technologies provided by AFS members, the white papers have reinforced AFS’ position as the leader in metal casting information.
To learn more about how to develop and use white papers as part of your marketing mix, call us at 847.657.6011 or send us an email: info@nmmarketingbiz.com.
