NSPA Conference Exploring New Markets

In a session on marketing ideas, Nancy Pedersen of Essman/Associates advised managers to list their in-plants' differentiating factors, then translate these features into benefits. Summarize your main strengths, she said, into a 25-second sales pitch.

To spread the word about your services, Pedersen recommended newsletters, seminars, face-to-face meetings, open houses, videos and even media kits. But she told attendees not to forget to use employees to help promote the in-plant via word of mouth.