The Mining Marketing Manifesto
Are trying to market your mining equipment, product or service to the mining industry? Well, you definitely need to get your hand on this free report,
The Mining Marketing Manifesto
An Insider’s Guide to Marketing to the Mining Industry
An Insider’s Guide to Marketing to the Mining Industry
This report will change the way you promote your company, products and services to the mining industry.
For more information, go to the Mining Marketing website.
If you have any questions about marketing to the mining industry, please post a comment by clicking on the “Post a Comment” link below. We have already been asked questions about marketing to the mining industry. We are endeavouring to answer as many questions as possible. Get in early to make sure your question in answered in this must-have guide.
October 31st, 2006 at 2:05 am
I’ve spent a few years in “Sales” but never realised the fuller implications of “marketing”! This looks like a real opener!
October 31st, 2006 at 2:45 am
Hello, Calvin,
Firstly, what is an EBIT? Estimated something..?
Thanks for your reply to our query about The Mining Chronicle, though as you predicted, we were already committed to proceed. I re-read the ad and editorial after reading what you said about promoting benefits over features, and realised that while the ad put benefits first, the editorial (incidentally written by a professional copy-writer)used the features to explain the benefits. Perhaps this is balanced advertising? Brett says he wishes we had had the Manifesto before going ahead with the ad, as we might have done some things differently, though it seems as if print media is not such a bad option in the game. By the way, is there a difference between your USP and a mission statement?
Anyway, thank you for a good effort which will be useful for the future. I still think you work too hard and should spend more time with the family.
Regards,
Jean from Minesafe Radiator Caps
November 1st, 2006 at 7:13 am
Thanks Calvin,
this has reopened our eyes and we are keen to get exposure to the mining industry,but being a new company it is hard,iam positive again to sell on worker and production benifits rather than product features.which is what our portable workshop coolers are about!
thanks again regards scotty
cool-space australia
November 1st, 2006 at 3:14 pm
Hi Jean,
EBIT is Earnings Before Interest and Tax. In practical terms, you can think of it as operating profit. Interest (on loans), tax and capital expenditure are removed because these are affected by the way companies structure their financing and tax arrangements.
Yes, there is a difference between USP and a Mission Statement. A USP is your Unique Selling Proposition - something that sets your company apart from your competitors. The USP for miningreference.com is “Australia’s Premier Mining Directory”. Other companies have tried to copy it , but our Mining Directory still is the Premier one. The Mission Statement is the one overriding goal of your company - the core values and why it exists. Often, this is stated in terms of what the company is striving to do. For example, the Mission Statement for Centennial Coal is:
Our mission is to maximise Shareholder value by acquiring, developing and operating a portfolio of coal resources. This entails positioning the Company to be resilient through the ups and downs of economic cycles by being a reliable supplier of choice to our diverse customer base.
We aim to provide above average returns to our Shareholders, secure employment for our people and operate to the benefit of our local communities and meet their changing expectations.
Whereas a USP can change, a Mission Statement should be long-term in nature.
Thanks for your comments about our advice to you - it is just part of the service.
Regards,
Calvin
November 6th, 2006 at 10:11 pm
I found this report to be extremely beneficial in assisting us launch a new product to the mining industry. Particulary as we are unfamiliar with the industry, it was an easy & informative read. Thanks Calvin…you should be charging for this information! Cheers…Sonia
November 8th, 2006 at 11:46 pm
Hi Calvin,
I have gone thru the mining marketing manifesto and it was great to see that we had been doing a few things that you suggest as in phone calls and visiting the mine sites and offering them a solution to there needs.
The major thing we got from your info was the value of our time and the benefits of delegating out certain time consuming jobs to get a even better and more professional result.
We have already approached a local lady here in Dandaragan to modify our new broucher and found out she also has a commercial printer and can do the whole job, at a fraction of the cost and right here in our tiny wee town. Its amazing what is out there when you approach people for help and what talents they have to offer.
We will now also step further out of the box and approach companies west australia wide that come out this way and offer our accommodation service as a option to them living onsite at a regimental site camp to the relaxed atmosphere of our Redgum Village.
So thankyou for the info and we will move on with a greater understanding of what we need to do.
Cheers
Kevin
November 13th, 2006 at 1:36 am
Hi Calvin,
Thank you for the information in Mining Manifesto. We are marketing a new product to the industry and althought we have years of mining experience ‘under our belt’, we felt something was not right…we found the manifesto spelt out our shortcomings in ‘black and white’ - so to speak and we reviewed our sales process as a result. Thank you for the information, and may I say how refreshing it is to have (good) sound advice…free of charge!
Annette
November 24th, 2006 at 1:40 am
Hi Calvin,
Interesting read. The information in your Mining Marketing Manifesto can be applied to the company I work for, however I do have one question.
I am sure like other Marketing Managers out there, the Marketing Budget I have approved each year is the leftovers from whatever doesn’t get allocated elsewhere in the company.
How do we solve this issue and get the MD’s to realise that to make money you need to spend money?
Thanks
Will
December 6th, 2006 at 11:37 pm
G’day Calvin,
I enjoyed reading your article. After recently graduating from a Marketing degree I thought you brought some interesting points to light that aren’t in the textbooks. I stumbled upon the article as I am looking for avenues to market to the mining workforce (however, unlike your article it’s not the top level management I’m wanting to attract but the miners themselves) in WA and NT. As you have an intimate knowledge of the industry I’m wondering if you could point me in the right direction…
I’m in the leisure and travel industry so we would be advertising “short breaks/holidays.”
Are there internal newsletters?
Should I be looking to local print media?
Any information you could share would be greatly appreciated.
Regards,
Bryony
January 29th, 2007 at 1:17 am
Hi Calvin,
Thanks for a great read. Learnt a lot of this before but have failed to put into practice. Funny how you need an article like yours’ to refresh ones’ memory. Invaluable information.
Keep up the good work!
Regards Steve
February 2nd, 2007 at 12:58 am
Thanks this will be a useful tool for us to use as we address how we can break into the minig sector area.
March 2nd, 2007 at 1:59 am
Hi Calvin,
I downloaded you “Manifesto” and briefly scanned it while at work.I was happy to see that I had been doing some of the “sales” things.
It wasn’t until I got home and read from start to finish that I realised that I can do it sooo much “BETTER” just following your tips. Focusing on - knowing my potential customers and their needs better, more emphasis on features of our product, a dynamic “USP” and playing my game not catch up.
All knowledge gratefully accepted.
Regards
David
August 3rd, 2007 at 11:25 pm
Hi Calvin……woooohoooo! thanks a million for the insights. Our company is a newby to the industry and the information is just what we need to get to square one! it’ll probably take us a few miles further but your information is certainly helpful. Our product is not an an ‘underground’ product but affects the accomodation lifestyle of miners.
Thanks for the help…..much appreciated,
Wally from Fastbuild Homes
Will keep you in touch with our progress
August 8th, 2007 at 7:11 am
Hello Calvin,
Thank you for letting us read your valuable information for free!
That is very generous of you.
I just started working in this area and this information rescued me thank you again!
Pegah kooshesh
October 11th, 2007 at 2:00 am
I wasjust visiting this site and saw Pegah Kooshesh’s name! an old friend of mine in Iran with same first and last name! did you go to school in Isfahan?…)
Rita sh
November 4th, 2007 at 11:53 pm
Hi Calvin
Your manifesto is a clear concise marketing and sales guide that could be applied to virtually any industry where it is necessary to know your customers true “needs” and to market solutions - products and/or services - to satisfy those needs as benefits.
Well done.
Glenn
November 15th, 2007 at 9:00 am
thank you calvin, this is a big help for me to enter the mining industry for free .
cheers tony
January 25th, 2008 at 5:04 am
Very interesting Gavin, Thankyou for the information. Just what i was looking for to increase our overall supply to the mining sector.
Cheers…………..!!