What do engineers respond to?

Posted on December 5, 2005 by Dave J.

I sell to engineers. They’re a fickle bunch. Unfortunately, I made it through the Mechanical Engineering program before deciding I didn’t want to be an engineer. But the background was helpful to sell to them at their own level…and now market to them.

MarketingSherpa posts a white-paper on GlobalSpec’s experience developing an online game aimed at engineers to promote their website. While this probably isn’t a task I’m going to be faced with, the insights are useful to understand what engineers are willing to respond to.

B-to-B Web Site Game Thrills Half a Million Engineers

Paraphrased:
Rule #1. No easy wins.
Rule #2. Lots of details–Engineers love to tinker.
Rule #3. Educational (but still fun.)–”have to justify that playing a game at work is useful.”
Rule #4. No engineering mistakes.
Rule #5. Variable time to play. (workfriendly)

They also tested their emails to registered users to announce the game, and found the word ‘engineer’ in the subject provided better response.

Here’s a B2blog classic post on the same subject Six things you should know about marketing to engineers, and link to the original article by Robert Bly.

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  • Aaron

    One thing I have been wondering is as more and more engineers of the day we born after 1970, do these same stereotypes still exist with the younger crowd?

  • Aaron

    One thing I have been wondering is as more and more engineers of the day we born after 1970, do these same stereotypes still exist with the younger crowd?

  • Dave J.

    This info is based on focus groups with GlobalSpec users, so I think the answer is Yes. Interesting to ponder how different today’s engineers really are (or are not).

  • Craig Yonkers

    I have 23 years experience as a engineer, and engineers have not changed, we are still “trained analyst”.Personally, I don’t see how this one game, which is boring, can provide any insight into online surfing or purchasing habits of engineers much less generate that much unique traffic. I became aware of this game via this blog, and I don’t know any engineers that have ever played it.Is the game selling engineers, or potential marketing folks whom might advertise on their website?

  • Craig Yonkers

    I have 23 years experience as a engineer, and engineers have not changed, we are still “trained analyst”.Personally, I don’t see how this one game, which is boring, can provide any insight into online surfing or purchasing habits of engineers much less generate that much unique traffic. I became aware of this game via this blog, and I don’t know any engineers that have ever played it.Is the game selling engineers, or potential marketing folks whom might advertise on their website?

  • Dave J.

    Thanks for the comment, Craig. Even with the rules GlobalSpec made for themselves, apparently they didn’t measure up.Engineers: demanding, skepticalInternet: unforgiving= nearly impossible task

  • Dave J.

    Thanks for the comment, Craig. Even with the rules GlobalSpec made for themselves, apparently they didn’t measure up.Engineers: demanding, skepticalInternet: unforgiving= nearly impossible task

  • Dave J.

    This info is based on focus groups with GlobalSpec users, so I think the answer is Yes. < />< />Interesting to ponder how different today's engineers really are (or are not).