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To Win Business, RFID Companies Need to Narrowcast

The key to success for RFID marketing is to focus on those actively seeking to invest in RFID solutions.
By Mark Roberti
Jul 02, 2018

Last week, RFID Journal hosted a webinar titled Successful Marketing Strategies for RFID Solution Providers, during which Kelly Stark, principal at Forward Vision Marketing, and Dyanne Williamson, the company's director of marketing, presented the results of a survey they conducted about the marketing challenges RFID companies face. Among the biggest challenges cited were generating leads, finding money for marketing, developing a marketing strategy and gaining name recognition.

All of these issues are related. You can't improve your brand recognition or generate leads without a strategy and a budget. But far and away, respondents indicated, the biggest challenge was meeting the right prospects. This is not a surprise to me. I have been working for the past decade to try to help companies with no budget, strategy or brand recognition meet people who might be interested in buying their RFID products.

In my view, companies can meet the right prospects, and they don't need a lot of money to do so. They just need to be willing to do a little leg work. At this year's RFID Journal LIVE! conference, we asked exhibitors to update their profile online so attendees could find them. Many of the smaller firms didn't do this.

We also sent exhibitors a link to a list of companies that preregistered to attend. The companies were organized by industry (view the list). We asked the exhibitors to use their exhibitor portal to reach out to search for the companies and send emails or meeting invitations to attendees in the industries for which they have solutions. The report I received shows that only 146 meeting requests (fewer than one per exhibiting company) and 615 emails (roughly three per exhibitor) were sent—and this includes emails sent by attendees to exhibitors, so the number is far lower.

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