I recently attended a talk on paint marketing strategies in which several marketing directors and technical advisors of coating lines took part.
The topics addressed during the conference revolved around the creation of an own brand with added value, the communication of the benefits to the final consumer (why this rare name painting is better for you and what real protection it will provide), the standardization of an image and the creation of a technical service network so that in addition to a sale there is a whole experience that generates brand recall.
The attendees agreed to point out the benefits of the speaker's suggestions and asked a question that led me to evaluate the strategies used by the big brands: how do I market a line of industrial, automotive or marine paints?
The formulas adopted today vary according to each country, but there are certain procedures that are common and that help improve results. One of them is the execution of studies and application tests that test the strength and properties of the coating.
It is best that this type of study is done with independent entities (institutes, universities) to guarantee a certain impartiality in the final verdict. This should be complemented, in the case of new products, with technical documentation that helps to understand what type of coating it is, what strengths and weaknesses it has.
Finally, we are looking for a sales strategy that knows how to bid with large corporations and with the State, that understands the product so that it can explain it and that is ready to offer an after-sales service according to the needs of the client.
Keep in mind that studies can't show what a coating doesn't actually do, so if the product is bad and the strategy is good, the result is likely to be disastrous.
