I’m not going to lie to you. There are some areas in which Pure Transfer really can’t compete.
Don’t worry, I’m not talking about things that negatively affect our customer base. Oh no, in terms of the quality of our components, our dedication to servicing our clients’ needs and our in-depth know-how regarding the high purity field, we do just fine!
I’m no Elon Musk when it comes to marketing
What I’m talking about is another area completely. In short, when it comes to our marketing budget, we don’t have as deep pockets as some others. It won’t surprise you to discover that I’m no Elon Musk. My desire to inform the world about the dangers of overtightening gaskets has not made me a billionaire – just. So, when it comes to sharing the news on what Pure Transfer does, we’re not in a position where we can simply throw endless money at marketing.
When others zig, we zag
The truth is, as far as I’m concerned, this is a good thing. A very good thing indeed. This potential limitation has made us reassess how we communicate. We took some time to examine how others marketed what they do and decided that we should take another route.
So, in a sector that can sound stuffy, we decided to focus our resources on developing an approachable ‘voice’ for Pure Transfer. We don’t blind the reader with jargon nor do we use our expertise to distance ourselves from customers. Instead, we approach all communications with a friendly and informative voice. Our marketing is designed to tell everyone that we’re human, we understand and we’re dedicated to using our know-how to help them in any way we can.
From the beginning we established something important, at Pure Transfer we take our work VERY seriously, but we don’t take OURSELVES seriously at all. It’s an important distinction to make. When it comes to the content we put out on social media (and every other platform), we like to have a laugh and a joke; because life’s too short not to. This approach has been vital in creating a community of people who connect with and identify as followers of Pure Transfer. We like to think of ourselves as regular providers of a little bit of light relief in social feeds during a work day that might otherwise be hard going. We don’t have the resources to constantly bombard everyone with content every five minutes – that’s why, when we do, we make sure it’s memorable and distinctive.
We like to be different.
For example, nobody expected us to commission a series of hilarious cartoons about the lives of the high purity gaskets we stock. If you were going to write a book on how to market a high purity component business, creating our series Gasket Life (and related merchandise) wouldn’t be part of your first chapter. But that’s exactly what we did.
Because it was fun, it was memorable and it was something nobody else was doing. We could have spent the same amount of money, or more, on drone shots of our factory and soft focus footage of me going on (and on) about how respectable we are. It would have looked nice, but it would have put anyone watching it to sleep. I’m pretty sure that nobody slept the first time they saw a water droplet on a skateboard being chased down a pipe by a lump of dirt in our first Gasket Life animation. We’re proud of that.
Nobody expected us to put out a quarterly ‘Gasket Gazette’ that includes a ‘Lycra Interlude’ where I get to chat about wearing Spandex while drinking coffee, eating cake and (occasionally) riding my bike. The same publication has included in depth features on making tea, snowball fights and how to end a Zoom call. Really, it has.
Again and again, we’ve shown that it doesn’t take vast amounts of budget to make memorable content. Far from it. All that’s required is a little imagination and the desire to take the untrodden path. Trust us, there’s a lot more space to do your own thing on that less crowded route.
What’ll we be doing next with Pure Transfer’s marketing? I’ve no idea. There is no masterplan. Instead there’s a constant desire to innovate and have a laugh while we’re at it.
Whatever we do, we can promise you this, it won’t be boring!