Marketing to government agencies in some respects is similar to marketing to any other business, but there are some differences. One difference is the marketing materials that are required. Every marketing campaign requires varying marketing materials at different stages of the sales cycle, but the marketing collateral required for government agencies is a little unique. If you plan on offering your products or services to the federal government, here are the marketing materials you will need.
- Business cards with your NAICS codes – A business card is a staple for business networking, but with government buyers you should have your NAICS codes (North American Industry Classification System) printed on your business cards. Government purchases are made based on NAICS codes. Let potential buyers know immediately what products and services your business offers.
- Capability statement – Think of this as your business resume. A capability statement is a brief overview of your business, but it should include information relevant to government buyers such as your business DUNS number, core competencies, NAICS codes, diversity certifications, and past performance. It is best to have two versions, a one-pager that is a short overview that contains all of the relevant data, and a longer version that contains more details on your business and past performance.
- Capability video – This is your capability statement in a video format. Capability videos can be valuable for a couple of important reasons. One reason is that they allow potential government buyers to view them on their mobile devices. Another reason is they get to see, hear, and experience more about you, your business, and your brand than what they could get reading one piece of paper.
- Capability briefing – A capability briefing is a slide deck or a PowerPoint presentation that you put together when you have an opportunity to meet with and make a presentation to a potential government buyer. This is an opportunity to show them what you can do, have done in the past, and highlight your training and experience. It is best to customize your presentation for each government buyer, but certain slides will remain standard through all presentations, such as core competencies, NAICS codes, owner bio, etc. Then you can add or modify other slides as necessary.
- Website with government tab – Every business should have a website as the core of their marketing efforts, but if you are marketing to government buyers as well, create a tab on your website that speaks directly to that audience. Include all the information that they look for, NAICS codes, diversity certifications, past performance, etc. Then all of your marketing communications to government buyers can be directed to that page on your website.
Marketing to the government is still business marketing, but it is important to know what government buyers are looking for and knowing how to communicate with them. There are certain marketing tools required that may vary from the norm. But, once you have the marketing tools that are required, you are all set to tackle the government marketplace.
The Graphics House is now offering a variety of marketing collateral for government vendors. Click here to download our government marketing collateral flyer.
- Posted by sjwills
- On February 17, 2019
- 0 Comments