Spark New Interest in Your Engine and Parts Manufacturing Business

Every day, it seems, we’re treated to news about some new technology that has been designed to make life easier or more productive.

Between the innovation in electric motors and the lower-carbon fuels and the new internal and external combustion engines that use them, there’s always something new in engine manufacturing.

While we may consistently read about Tesla’s electric motor or new technologies in motors built by Ford, Nissan and Chevrolet, there are several lesser known engine manufacturers who are doing important work.

So why aren’t we hearing about them?

Probably because they’re still promoting themselves the same way they did when they were established in 1925.

Same Promotion, Same Results

For many of these companies, their marketing budget has been a constant since they first started advertising. It may have grown to keep up with the cost of living, but the line items have remained the same.

When advertising hit its heyday in the 1960s, campaigns were built around newspaper, radio and TV advertising. The Golden Age of Advertising not only created jingles we still remember today, it also created markets.

These campaign “idea guys” were so in demand that they were often immortalized in television shows and movies. From “Darrin Stephens of Bewitched to “Mad Men’s” Don Draper, the advertising executive was considered a well-paid, well-respected position.

So, it’s no wonder that many older engine manufacturers were first lured into the advertising game by an interesting ad agent.

But by now, they may be wondering why they are no longer called upon by the media to discuss recent innovations in the industry or even to offer historical relevance about how engine manufacturing has grown and changed over the past several decades.

This is easily answered: it’s because they are still using the same marketing plan they built in the 1950s and 60s, which was made up mostly of paid advertising.

And, while paid ads are great, if a company wants to boost its reputation, build its thought leadership, and be seen as relevant, it needs to add public relations to its mix.

Marketing vs. PR

Because marketing, advertising and public relations are all very closely intertwined, it’s easy for the average C-Suite executive to conflate the three. Too many companies rely on their marketing and advertising teams to also help build perception instead of turning to public relations professionals to help them boost their relevance.

Advertising and marketing have their place. But they are also seen as far less trustworthy than information presented in a news article or a review given by a customer.

That means that in order to build up a credible reputation, a company has to secure what is known as earned media. That is, media that is produced by a third party, such as a journalist, podcaster or testimonial from a client. You can’t pay for this media—you have to earn it—and it’s far more valuable than advertising.

To do this, you have to begin building relationships with reporters, podcasters and industry leaders who will eventually want to highlight your expertise.

This can be hard to do, particularly if your company has been in business for a long time. These journalists and influencers might believe you are no longer innovative and don’t offer something unique and timely.

Hiring an Agency

Your marketing department works hard, but they are far more knowledgeable about your Search Engine Optimization numbers and how best to attract an audience than they are about how to build your reputation.

And, while your marketing director probably knows how to write a press release, they may not understand what it takes to get your company news noticed or how to pitch your expertise to local and trade media.

That’s why it might be time to hire an outside PR agency to help you revitalize your image.

These experts know how to write the right content and pitch the right message to the right media. Effective PR agencies work hand-in-glove with your marketing team to ensure that your company’s well-designed messaging is communicated in a meaningful way.

A true PR partner will help you see your company with fresh eyes and offer suggestions on ways to help you stand out from your competitors. Their creative, but professional, assessment of your company’s image can be implemented in a unique plan that sparks interest with new customers and suppliers.

A PR agency’s insight can also assist in your recruiting efforts. In order to stay relevant, you’ll need to bring in the industry’s best talent to replace retiring workers and expand on your innovative efforts.

So, if your engine manufacturing company is still offering innovative technology but you haven’t made the news since Volkswagen’s “Think Small” ad campaign started running in the 1960s, it may be time to consider hiring a PR agency to supplement your advertising campaign.

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