Jun 08, 2012Nearly every day, it seems, I receive an e-mail or a phone call from someone saying their company is interested in an RFID solution, and asking that I offer some suggestions. I'm happy to help them by suggesting companies that can provide RFID solutions to their problems. But it always leaves me wondering why RFID technology providers are off looking in every corner of the universe for customers, and are not focused on marketing to these people who are looking for them.
The volume of these calls and e-mails has increased over the past 18 months, so to help our readers find RFID solution providers—and to help solutions providers find customers ready to invest in the technology—RFID Journal developed several tools.
But since I'm still receiving these "help" e-mails and phone calls, I'd like to take the time to remind solutions providers of how they can reach end users who have raised their hands to say, "Hello! I'm ready to buy an RFID solution."
First, we created a unique system for showing banner ads to readers based on their interests. We can, for example, show a banner for an item-level apparel-tracking solution only to folks reading about item-level apparel tracking. We can show a banner on IT asset tracking to only people reading about IT asset tracking. We can further narrow that down by continent, country or even particular states within the United States, in case an advertiser is unable to service customers outside of its immediate region. And we can do this on a pay-per-click basis, making it the most effective way to connect sellers of RFID systems with people actively seeking those solutions.
What this does is allow RFID solutions providers to narrow their marketing spending to just those individuals who have expressed an interest in the solution they provide, by clicking on and reading an article about such a system. It also helps our readers find the companies that can help them solve their business problems.
Second, we created RFID Connect to enable end users to search products at our events and make appointments with vendors. We've now expanded RFID Connect to include products offered by any RFID company, so our readers can find the solutions they seek, at any time of the year. This low-cost tool allows Platinum and Elite vendors to see who is searching for the types of products they offer, and they can then reach out to these potential customers. Our goal is to help connect buyers and sellers, because that benefits both parties.
I share the frustrations of RFID solutions providers when it comes to finding new customers. It's not easy to identify companies looking to adopt—but based on the e-mails and phone calls I receive from our readers daily, I know there are businesses looking to buy RFID solutions. I'm confident that our targeted ad system and RFID Connect site are cost-effective ways in which RFID vendors can find these potential customers, and in which potential customers can locate RFID solutions providers.
Mark Roberti is the founder and editor of RFID Journal. If you would like to comment on this article, click on the link below. To read more of Mark's opinions, visit the RFID Journal Blog, the Editor's Note archive or RFID Connect.