Elevator Industry Expo-Smart Lift & Mobility World 2024
This Sunday I visited the smart Lift & Mobility expo in Bangalore, an amazing elevator industry expo. At the venue, I found myself amidst a sea of innovation and industry expertise. With over 80 exhibitors showcasing the latest advancements in cables, fabrication, panels, and various motor systems, the atmosphere buzzed with anticipation.
My purpose for attending was twofold: to gain a deeper understanding of the elevator industry and to explore the integration of digital marketing strategies among its leaders. Despite the limited time and large number of visitors, I was happy to find that attendees were willing to have meaningful discussions and share their perspectives.
Among the notable individuals I encountered was Mr. Praveena Kumar Rao, AGM-Sales at Geze, a company specializing in automatic door systems. During our conversation, we discussed digital marketing and learned that the industry heavily depends on architects and project management consultants (PMCs) to drive business growth. Mr. Rao emphasized the importance of cultivating relationships with these key stakeholders, thereby positioning one’s brand at the forefront of their minds.
Despite recognizing the potential of digital platforms to enhance educational efforts and showcase product demos, Mr. Rao remained cautious, citing concerns about the impact on traditional relationship-building methods. Drawing parallels with Hafele, a leader in the modular kitchen industry, he highlighted the evolving role of end-users in driving demand through various marketing channels.
As the day progressed, I couldn’t help but draw parallels between industry giants like Kone and Johnsons and smaller players like Umesh Cables, whose owner, Mr. Manthan Jogi, expressed skepticism towards digital marketing. However, a moment of reflection prompted him to consider its potential to reach younger audiences and expand their customer base.
My journey through the expo culminated in a chance encounter with an elderly gentleman, who, despite language barriers, eagerly showcased his one-person lift invention. Observing the earnest efforts of the husband-wife duo behind the booth, I couldn’t help but feel a sense of admiration for their entrepreneurial spirit. Their product may have been niche, but with the right marketing push, it held the potential to carve out its own market niche.
As I bid farewell to the expo, my mind brimmed with newfound insights and culinary delights, a testament to the diverse experiences and opportunities that awaited within the realm of the elevator industry.
Important points from the elevator industry expo
- long-term branding Building is the prime area the companies should invest for long-term benefit and growth.
- Digital Branding & Awareness Campaigns could be the right campaign type to start the branding exercise
- The elevator industry should also focus on Long term Search marketing .Mainly focusing on SEO and SEM for the Lead Generation and sales.
The Significance of Branding in the Elevator Industry
In the elevator industry, where products might seem similar, a strong brand can be a decisive factor in customer choice.
- Long-term Benefits: A robust brand builds trust and loyalty, leading to repeat business and positive word-of-mouth. It also positions a company as a reliable and innovative leader in the industry.
- Differentiation: In a competitive market, a strong brand helps a company stand out, clearly communicating its unique value proposition.
- Premium Pricing: A well-established brand often commands premium pricing due to its perceived value and quality.
Digital Branding and Awareness Campaigns as a Starting Point
Digital platforms offer unparalleled opportunities for brand building.
- Target Audience Reach: Precisely target specific demographics, geographic locations, and industry professionals.
- Cost-Effective: Digital marketing often provides a higher return on investment compared to traditional methods.
- Measurable Results: Track campaign performance and make data-driven adjustments.
- Brand Storytelling: Engage audiences with compelling narratives that resonate with their needs and values.
Some effective digital branding and awareness campaigns include:
- Content Marketing: Create valuable content (blog posts, articles, videos) to attract and engage the target audience.
- Social Media Marketing: Build a strong presence on platforms relevant to the industry and interact with the audience.
- Email Marketing: Nurture leads and build relationships through targeted email campaigns.
- Influencer Partnerships: Collaborate with industry influencers to expand reach and credibility.
The Role of SEO and SEM in Long-Term Growth
Search engine optimization (SEO) and search engine marketing (SEM) are fundamental for driving organic and paid traffic to a website. (Here is the List of Best Tools for SEO)
- Lead Generation: Attract potential customers searching for elevator solutions, products, or services.
- Sales Boost: Convert website visitors into customers through effective calls-to-action and landing pages.
- Competitive Advantage: Outperform competitors in search engine rankings.
- Long-Term Visibility: Build a sustainable online presence that generates consistent leads.
Key focus areas for SEO and SEM in the elevator industry:
- Keyword Optimization: Identify and target relevant keywords and phrases.
- Local SEO: Optimize for local searches to attract customers in specific regions.
- Technical SEO: Ensure website is optimized for search engines.
- Content Creation: Develop high-quality content that addresses customer needs and incorporates target keywords.
- Paid Advertising: Utilize platforms like Google Ads to reach a wider audience quickly.
By investing in branding, digital marketing, and search engine optimization, elevator companies can establish a strong market position, generate consistent leads, and drive long-term growth.
Would you like to delve deeper into any of these points or explore specific strategies for the elevator industry? Visit Stratgeyworks Digital Marketing Works
