Foundry advertising pays off.

Like a picture is worth a thousand words, a foundry's advertisement is worth a thousand sales calls.

When the word advertising is used, it usually brings to mind those familiar jingles like "Always Coca-Cola," or "Have you had your break today?" not "Let our foundry work for you." Even though foundry advertising isn't as commercialized or glamorous as other product ads might be, it is still an important aspect to running a foundry business.

In the previous articles of this series, brochures and trade shows were highlighted as part of an overall marketing campaign. Advertising in publications is another important ingredient to the success of a foundry's marketing plan.

Why Advertise?

Business-to-business advertising works. It sells products and services and can improve your foundry's bottom line. The Morrill Study, conducted in the 1960s covering 12 of America's leading business-to-business marketers was the first independent research to prove that:

* advertising changes opinions and attitudes;

* advertising significantly improves the number of closings of both distributor and manufacturer salespeople;

* advertising works in virtually every market and at every sales point.

"The biggest part of a foundry's marketing plan is to expose the foundry to potential customers," explained Phil Brinley, Jaeger, Inc., representing General Casting, Inc. "Advertising in a specialized business publication ensures that your foundry is at least noticed by potential buyers."

Studies show that specialized business publication advertising reaches more people than any other promotional sales effort - including the one-to-one sales call. One ad can make thousands of sales calls at once and help reduce the cost of selling. Trade magazines are sent only to qualified readers who are interested in the valuable technical and management information these magazines have to offer. Therefore, they will most likely read the magazine carefully and keep it around for future reference. This keeps the ad in front of the reader; maintaining a regular image for the potential customer. It would cost a fortune and be impossible for the foundry to maintain a direct mailing list like that offered by publications.

And remember, one of the most convincing reasons to advertise, as Steuart H. Britt puts it, "Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does."

Where To Advertise

"Foundries must advertise where they can reach those people who influence the design and sale of a casting," explained Bill Troland, Continental Communications. "Not only must they compete with other foundries, but they must compete with other forms of fabrication."

Specialized Business Publications - Publications such as Casting Design & Application and Casting World are a good place to start. These publications go directly to engineers who might consider using a casting when making the initial decisions regarding a manufacturing process. A Cahners Research study showed that advertisers in business publications were much more likely to get their message directly into the hands of decision-makers. They were also more likely to reach those prospects when and where purchasing decisions are made-on the job.

More options include monthly publications like Purchasing Magazine, or regional publications like Job Shop Technology or Business & Industry. Regional publications are usually popular because they offer ad space at lower prices than the larger publications and directories. However, Troland warns that foundries that restrict their advertising to regional publications are limiting themselves because it is no longer unusual for buyers to ship castings from one side of the country to the other.

Directories - Another avenue for foundries is to advertise in directories, including the Casting Source Directory or the Thomas Register. There is usually no charge to be listed in these directories and advertising in them offers additional exposure. An ad placed in one of these directories will be seen every time a potential buyer thumbs through the book in search of a foundry to fulfill their needs.

Typical Ads

Unlike the soft drink or fast food advertisements we're used to seeing, foundries probably won't be able to convince Michael Jordan or Barry Sanders to be their spokesperson, however, there are other things a foundry can do to attract their audience's attention.

A foundry's ad should highlight the company's niche and focus on the target audience. "A focused approach to advertising is what makes our marketing campaign successful," said Gene Young, Strategic Marketing, representing Cast-Fab Technologies, Inc. "We chose our focus to be top management - those who want to be assured that the finished product wilt be done well."

As shown in Fig. 1, Cast-Fab Technologies highlights the use of advanced technology in its foundries and its ISO certification. In Fig. 2, CMI International, Inc., emphasizes its ability to offer the customer one-source manufacturing for their casting needs. By focusing on what makes each of these companies unique, they attract a specific audience.

Another way to attract reader's attention is to add color to the ad. This is one of the most effective means of increasing the impact and memorability of your foundry's advertising message.

How Much Will it Cost?

When a foundry buys ad space, they are paying for more than just paper and ink, they are paying for readership. Ad costs vary with publication frequency and circulation. As mentioned before, regional publications cost less than the larger circulating magazines, however, that means less people will see the ad.

A one-page, four-color ad in the Casting Source Directory or the Designers' & Buyers' Guide to Selecting Casting Processes can cost about $5000 and a one-page black and while ad can cost about $3700, however this will vary from publication to publication.

It Pays to Advertise

Depending on the frequency and continuity of an ad campaign, results can vary. Because business products tend to have a longer purchase-decision cycle than consumer products, it may take four to six months to see the results of an ad program.

Many publications include a readers' service card to monitor the amount of interest an advertisement generates for the company. Readers fill out the card and return it for more information. It is a good way to see the results of an ad. However, Young points out, "People are less inclined to use the service card and more apt to pick up the phone or send a fax, making it difficult to rely on the readers' service cards for an accurate measure."

Business-to-business advertising works. It promotes awareness, sparks interest, delivers sales leads, increases sales, builds market share and improves a foundry's bottom line. Used effectively, specialized business publication advertising can help marketers successfully launch new products and breathe new life into established ones. A properly executed advertising campaign can be a key investment in the future of your product and your foundry.