A few years ago, at CalcuQuote’s annual conference Accelerate, Steve Vecchiareli gave a presentation about “What to do when the party is over?” He explained that the Electronics Manufacturing Services (EMS) industry had enjoyed a long period of growth, but tougher times were ahead.
Today, some companies are busier than ever, while others struggle to keep their production floors occupied. There are many reasons for this difference, but the key to capturing attention in a crowded market is not just about the services you offer. It's about how you communicate your unique value. Here are some tips to help your EMS company stand out.
1. Focus on Niche Specializations
Focus on specific industries where your company excels. Most EMS company websites list a broad range of industries they serve, but specialization can significantly enhance your appeal.
Specializing allows you to position your company as an expert in a particular field, making you more attractive to clients looking for specific expertise. When a potential client sees that you have deep knowledge and experience in their industry, they are more likely to trust you over a generalist.
To achieve this, identify the industries where your company has the most experience and success. Develop case studies, testimonials, and detailed content that highlight your achievements and capabilities in these niches. Ensure your website prominently features these specializations, using keywords that potential clients might search for.
For example, a company that specializes in automotive electronics can highlight their work on advanced driver-assistance systems (ADAS). They can showcase projects where they have improved safety features, reduced manufacturing costs, and met stringent industry standards. By focusing your marketing efforts on the automotive sector, you become the go-to EMS provider for automotive electronics.
2. Promote Your Supply Chain Excellence
Efficiency in supply chain management directly impacts your ability to deliver products on time and at a competitive cost. In the world of EMS, companies often boast about their production capabilities, such as the number of parts they can place per hour. While there are great advances in that, for most (especially high mix-low volume) EMS companies, the speed of the machines isn’t nearly as important as how timely you feed them. Put equal weighting between production efficiency and your mastery in supply chain management so that the job gets shipped on time. A robust supply chain can be a major selling point for clients concerned with on-time delivery.
Highlight your strategies for reducing lead times, managing logistics, and maintaining flexibility in the supply chain. Use real data and examples to demonstrate your effectiveness. Consider publishing case studies where you have successfully managed complex supply chains and delivered projects on time despite challenges.
For instance, your company might showcase a partnership with a supply chain solution provider like CalcuQuote to streamline the procurement process, resulting in a 20% reduction in lead times. Share a success story where this efficiency allowed you to meet a critical deadline for a medical device manufacturer, thereby securing a long-term contract. Emphasize how your robust supply chain management can be a major selling point for clients concerned with on-time delivery.
3. Personalize Your Customer Experience
In the EMS industry, personalized service shows clients that you value their business and are committed to meeting their unique needs. It can differentiate you from competitors who offer a more transactional and less tailored approach. Personalized service is not just about being friendly; it's about adding value through every interaction.
Implement CRM systems to track client interactions and preferences. Train your customer service team to provide proactive and personalized support. Regularly communicate with clients to understand their evolving needs and offer tailored solutions.
For example, when responding to a Request for Quote (RFQ), you can go beyond providing a standard quote. Include a detailed Bill of Materials (BOM) Health report that proactively provides component risk information, helping clients avoid production disruptions and product design risks. This report would show potential clients that you have thoroughly analyzed their needs and are committed to providing high-quality service. This level of detail and care can help win new business and build long-term relationships.
4. Develop Thought Leadership
Establishing your brand as a thought leader builds trust and credibility with your audience. It shows that you are not just a service provider but a knowledgeable and influential player in the EMS industry. Thought leadership involves sharing insights on industry trends, challenges, and innovations.
Regularly publish high-quality content such as blog posts, white papers, and case studies. Participate in industry conferences and webinars. Engage with your audience on social media, sharing insights and fostering discussions about industry trends and challenges.
For example, your company could publish a white paper on the impact of AI in electronics manufacturing, detailing how you have implemented AI solutions to improve efficiency and quality. By presenting at industry conferences and sharing these insights on your blog and social media, you position yourself as a leader in the integration of AI in manufacturing. One easy way to establish thought leadership is to work with your suppliers to highlight key investments and innovations you have made.
5. Embrace Digitalization
Digitalization transforms the way EMS companies operate, enhancing customer experiences and making internal collaboration easier. By adopting digital tools, you can streamline operations, improve communication, and provide more value-added services.
For example, using an online customer portal like PortCQ allows clients to access real-time information, get quotes and place order in minutes, 24/7. This enhanced customer experience builds strong relationships and improves client satisfaction. A centralized digital platform to manage supply chain operations offers a holistic and historical view, enhancing both internal communications and collaborations with suppliers and customers.
By leveraging digital platforms, your EMS company can ensure that all stakeholders are on the same page, reducing the risk of miscommunication and delays. It also enables you to respond quickly to changes and make data-driven decisions that enhance efficiency and customer satisfaction.
6. Utilize Digital Marketing Smartly
Digital marketing allows for precise targeting and measurement of your marketing efforts. The pandemic has accelerated the adoption of digital tools, making them more prominent than ever. Digital marketing can be more cost-effective than traditional marketing methods and provides valuable data to refine your strategies.
Invest in SEO to improve your website’s visibility in search engine results. Use PPC campaigns to drive targeted traffic to your site. Engage with your audience on social media by sharing valuable content and participating in relevant conversations. Utilize email marketing to nurture leads and keep your audience informed about your latest offerings.
For instance, your company could run a PPC campaign targeting keywords like "medical device EMS provider" and "automotive electronics manufacturing." Create a series of informative blog posts and share them on LinkedIn, where industry professionals are likely to engage. By analyzing the performance of these campaigns, your company can continually refine its strategy to maximize return on investment.
Conclusion
Differentiating your EMS company requires a multifaceted approach that communicates your unique strengths and addresses your clients' most pressing needs. By focusing on niche specializations, promoting supply chain excellence, developing thought leadership, and personalizing the customer experience, you can distinguish your brand from the competition.
Leveraging innovations and software technologies can further enhance your capabilities. Digitalization enables more efficient operations, better risk management, and a more personalized customer experience. These advancements not only improve your service offerings but also build stronger, more trusting relationships with your clients.
At CalcuQuote, we offer a suite of solutions designed to optimize your supply chain, improve your quoting and purchasing processes, and deliver exceptional value to your customers. Our tools help you navigate the complexities of the EMS industry with confidence and precision.
Ready to take your EMS company to the next level? Discover how CalcuQuote can help you stand out in a crowded market. Contact us today to learn more and schedule a demo.