Marketing specifics

Day three of the International Fastener Expo (IFE) in Las Vegas began with a reminder that marketing is about more than just advertising and social media. The recommendations were made during a marketing seminar hosted by Hali Gibson, director of marketing and communications for Threaded Fasteners, and Rosa E. Hearn, director of product marketing and communications for Brighton-Best International.

Gibson and Hearn told attendees at the Mandalay Bay Convention Center that marketing includes many aspects of the organization, such as maintaining a consistent style and not rushing releases.

For marketing professionals on a budget, Hearn has a silver lining. “Limits and limitations are your friends,” she said. “If you have a budget, now you know your limits. Too many choices can also lead to worry that you’re doing something wrong.”

As for what to avoid, Hearn is adamant: Don’t mix styles; Avoid topics; avoid rushing; don’t ask for too many opinions; don’t be afraid to push back; don’t wait for a big purchase.

What is the difference between branding and marketing? Marketing has a return on investment, which usually includes follows, comments, likes or shares. “Your brand is more than just your logo and website,” Gibson says. “Your brand is how people feel after interacting with every aspect of your company.”

On a day-to-day basis, Gibson encourages single-tasking because marketing is busy enough. “Most marketing teams have 80 tabs open in six different windows, and no one can figure out where the music is coming from,” she said. “Good marketers start closing labels. Good marketers know how to organize and prioritize. Nothing is impossible.”

This is just a small part of a 2 hour marketing seminar. IFE is delighted with the positive feedback and enthusiasm from workshop registrants and is excited to introduce new topics for the 2025 Agenda. Please stay tuned at www.fastenershows.com for registration updates and how to attend next year’s workshop.