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.
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?
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?
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).
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?
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?
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
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
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).