How to reach manufacturing buyers through industry associations

The most reliable way to reach manufacturing buyers is through the industry associations they already trust. Plant managers, engineers and purchasing teams are busy, technical and tired of generic ads, but they turn to their associations for research, regulatory updates and training. Many associations sell ad space in their newsletters, websites and buyer’s guides, so your message shows up next to content these buyers already value.

Manufacturing Month celebrates the people who keep this industry running, which makes it a good time to check whether your message shows up where they actually look. Three of our recent articles show how this works in different corners of manufacturing. Here’s a quick tour of each post, the associations worth knowing and what you can do next.

How do you reach manufacturing leaders?

Reach manufacturing leaders through the associations they rely on for industry news and guidance. Our first post explains why. These leaders are juggling production targets, safety, staffing and the next equipment upgrade, and they field a steady stream of sales pitches. A broad digital campaign can reach plenty of people and still miss the few who matter.

Associations cut through that noise. They’re where manufacturing leaders go for help with technology, workforce, regulation and market trends, and many sell ad space in their newsletters, websites and buyer’s guides. Advertise there, and your message sits next to content these leaders already value. The audiences are sizable, too: the Industrial Supply Association’s website draws about 53,000 visitors a year, and the Food Production Solutions Association’s draws nearly 49,000.

The post highlights five associations, each reaching a different part of manufacturing and its supply chain:

• American Small Manufacturers Coalition (ASMC) represents roughly 125 Manufacturing Extension Partnership centers.
• Associated Equipment Distributors (AED) is made up of about 800 construction and industrial equipment distributors across the U.S. and Canada.
• Machinery Dealers National Association (MDNA) brings together about 400 capital equipment dealers and wholesalers worldwide.
• Food Production Solutions Association (FPSA) represents about 400 companies that supply the food production industry.
• Industrial Supply Association (ISA) includes about 370 manufacturers and distributors operating from more than 1,400 U.S. locations.

Read the full post →

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How do you reach buyers in coatings, adhesives and chemicals?

The short answer: through their professional associations. Coatings, adhesives and chemical manufacturers buy equipment, raw materials, testing and safety services. The people behind those purchases, from chemists and engineers to plant managers and buyers, are hard to reach through typical digital ads. When they need information, they go to sources they trust.

Associations are one of those sources. They’re where these buyers find research, regulatory updates, certifications and training, so an ad there is more likely to read as useful than as another pitch. If this is your market, our second post points you to three associations:

• American Coatings Association (ACA) represents about 11,000 paint and coatings professionals. Options include the Coatings Today newsletter and the Paint & Coatings Buyers Guide.
• Adhesive and Sealants Manufacturers Association of Canada (ASMAC) represents about 1,500 adhesive and sealant professionals across Canada; you can reach them through website ads.
• Association for Materials Protection and Performance (AMPP) represents about 40,000 corrosion and coatings professionals, and its website draws roughly 2.7 million visitors a year. Options include the AMPP Corrosion Press newsletter and The MP Buyers Guide.

Read the full post →

How do you reach pulp and paper buyers?

Pulp, paper and fiber buyers are easiest to reach through the technical and safety associations that serve their mills, and our third post shows how. These mills are key suppliers in global supply chains, and they buy everything from chemicals to automation to logistics. Their teams are stretched thin by daily operations, so an ad that doesn’t speak to their specific job is easy to skip.

The post highlights two associations, each reaching a different audience:

• Technical Association of the Pulp and Paper Industry (TAPPI) represents about 7,000 pulp and paper professionals, including engineers, plant managers and researchers, and its website draws roughly 155,000 visitors a year. Options include newsletters, a buyer’s guide and website ads.
• Pulp and Paper Safety Association (PPSA) represents only about 200 safety professionals at mills, recycling centers and converting plants across North America. It’s a small group, but if you sell safety products or services, this is your exact audience. You can reach them through its Insights newsletter.

Read the full post →

Why do industry associations work for reaching manufacturing buyers?

Three posts, one pattern. Whether you sell to an equipment dealer, a coatings formulator or a paper mill, your buyers are technical, short on time and skeptical of generic ads. Their industry associations are one of the places they go for answers they trust.

What to do with this:

1. Match the association to your buyer: Look past the industry to the job your buyer does.
2. Give every channel a job: Association ads build trust, paid search catches active buyers, programmatic and LinkedIn extend your reach, and technical content builds credibility.
3. Stay in front of buyers: Buying cycles here run long, so steady visibility counts.

Manufacturing Month puts the industry in the spotlight. It’s a good time to get in front of the buyers who keep it running.

Ready to reach the right people? Explore media opportunities with Audienceview or build your media plan with the Multiview team.

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