Marketers in contract electronics manufacturing services (EMS) providers face several challenges when trying to differentiate their company’s services against competing providers. Differentiation can be as simples as having good website search function.
Craft compelling messaging that encapsulates an EMS manufacturer’s unique value proposition and resonates with the target market is not easy. Clearly communicating the benefits an EMS manufacturer offers, the problems providers solve, and the value an EMS provider brings to the table requires using language and tone that connects with an EMS provider’s audience and highlights the distinct advantages prospects gain by choosing one EMS provider over competing providers.
On this journey to differentiate and fill marketing funnels and sales pipeline, below are three key challenges typically encountered:
- One of the primary challenges is the existence of similar service offerings among competing contract electronics providers targeting and services the same vertical markets with similar service capabilities. Many EMS manufacturer offer similar capabilities, technologies, and manufacturing processes, making it difficult to showcase a unique value proposition to prospective OEM equipment customers. Marketers must find ways to differentiate their company’s services within this crowded ‘sea of gray’ landscape.
- Another significant challenge for EMS industry marketers arises when contract electronics providers have factories in the same or similar locations as their competitors. When multiple EMS manufacturers operate in the same regions, it becomes more challenging to highlight geographic advantages or location-specific benefits. EMS marketing teams must work with sales to identify other, differentiating factors to emphasize beyond physical presence and factory location.
- Additionally, the perception of homogeneity within the global contract electronics manufacturing industry is a persistent challenge. Prospective OEM customers may perceive all providers as similar, leading to a lack of perceived differentiation in services. Marketers must overcome this perception by effectively communicating the unique value, expertise, and competitive advantages their company brings to the table.
To address these challenges, contract electronics provider marketers can employ several strategies:
Focus on specialization and expertise
Instead of solely emphasizing general service offerings, EMS marketers can highlight their company’s specialization in specific industry verticals, niche technologies, or complex manufacturing requirements.
By positioning themselves as experts in these specialized areas, EMS providers can differentiate their services and attract prospective customers seeking tailored solutions.
EMS marketers can also showcase unique process innovations and highlight any unique assembly innovations or proprietary methodologies that set their company apart from competing EMS manufacturers.
This could include advanced quality control systems, efficient supply chain management software, or unique manufacturing processes, such as manufacturing process instructions (MPI), that lead to superior customer product outcomes Communicating these differentiators effectively can sway prospective customers.
Customer success stories and testimonials are also valuable. EMS marketers can leverage customer success stories and testimonials to help overcome the perception of homogeneity among providers. By sharing real-life examples of how an EMS provider’s services have solved specific customer challenges or delivered exceptional results, EMS marketers can demonstrate their company’s unique capabilities and the value they provide. This social proof helps build credibility and differentiation.
Additionally, emphasizing the ability to offer customized solutions and flexibility in meeting unique customer program requirements can be a compelling differentiator.
EMS marketers can showcase their company’s agility, willingness to adapt to changing customer needs, and ability to provide tailored services that align with individual customer goals.
Providing exceptional customer service and support can also be a key differentiating factor. By offering personalized account management, responsive communication, and ongoing support throughout the customer journey, EMS manufacturing providers can showcase their commitment to customer satisfaction and differentiate themselves based on the overall customer experience.
Lastly, establishing thought leadership through contract manufacturing EMS industry involvement, participating in relevant conferences and events, and sharing insights through online content marketing can position an EMS manufacturer as a trusted authority in the industry. This enhances the provider’s reputation and differentiates it from competitors who may not actively engage in industry thought leadership.
By addressing these challenges head-on and implementing strategic marketing approaches, contract electronics provider marketers can effectively differentiate their company’s services against competing providers, capturing the attention and interest of prospective customers in a highly competitive industry.
Contract electronics EMS providers can view some of the ways Venture Outsource helps services providers with their sales and marketing business objectives, here.
