Top 6 Electrifying Demand Generation Techniques

The electronics industry is constantly evolving as businesses adopt the latest technologies to meet user demands. The rise of artificial intelligence (AI), IoT, and augmented reality is resulting in the development of smarter electronics. Every day, users are looking for something new, boosting the industry’s valuation to almost USD 839 billion in 2025!

Establishing a unique brand reputation in such a competitive business landscape is challenging. A solid demand generation strategy can be a powerful approach to creating brand/product awareness.

With techniques like content marketing, social media engagement, and account-based marketing, brands can attract a broad audience segment. This, in turn, can boost demand. Read on for insights into six high-performing demand-generation techniques that can elevate your brand’s reach.

1. Content Marketing for Increased Brand Awareness

Demand generation aims to educate prospects/existing customers and create more demand for the brand’s products or services. Producing high-quality content is the first step towards raising brand awareness. Instead of mass–producing generic content, employ a content marketing strategy to reach the right people at the right time.

Distributing content also involves picking a suitable format depending on the goals, topics to cover, resources, and, most importantly, your audience. How people choose to consume their content differs from person to person. Some audiences may enjoy reading long–form blogs to learn more about your offerings, whereas others might resonate with a quick 10–second video reel.

So, assess your audience and then optimise your content marketing plan based on your goals. Experiment with different formats to figure out what works best. Some formats for increasing demand include –

• Blog posts talking about brand-specific information or related topics

• Videos discussing product/service benefits and USPs

• Webinars detailing product/service features and discussing industry trends (with industry experts as speakers)

Here’s How Samsung Did It

Samsung has always amazed audiences through its spectacular video content. In November 2023, they launched a video ad campaign titled Art of Gifting with Galaxy, perfect for the holiday season. It features beautiful visuals and a quirky narrative that sticks with you long after the ad ends. The short video does an excellent job of presenting Samsung Galaxy products as ideal holiday gifts.

Takeaway: Capitalise on current trends and events and produce unique content that will resonate with your audience. A refreshing idea executed with finesse will increase your brand’s recall value.

2. Get Your Brand Voice Heard with a Podcast

Talking about different content formats, audio content has been under–utilised. Starting a podcast can be an effective way to share informative audio content with a hint of human touch and personalisation. In these sessions, a host and a guest speaker can have an insightful discussion on brand-centric and industry subjects.

There are various other podcast formats as well – Q&A rounds, collaborations with influencers, and storytelling sessions, to name a few. As podcasts are still evolving, it’s a low-competition strategy for businesses to establish thought leadership.

Learn from The Restart Project Podcast

The Restart Project launched a highly successful and engaging podcast to educate people about the impact of the electronics industry on the environment. The enterprise promotes its services – repairing electronics – while establishing a strong connection with the audience. As they put it, “in an age of over-stimulation, there is something to savour in sound.”

Takeaway: Leverage the power of storytelling to build a memorable brand narrative. Utilise podcasts to establish credibility and position your brand as reliable within your niche.

3. Conduct In-store Product Events

Offline tactics like in-store events are effective in generating demand. These include live product demonstrations, in-store product launches and live competitions. The events create enthusiasm and excitement around your brand while letting people experience your services or products.

Even if they don't make a purchase immediately, the experience makes your brand memorable. The purpose of these demand generation events is to generate “warm leads”. This refers to prospects you want to reach out to and showcase your offerings, building a rapport for potential sales in the future.

Draw Inspiration from Apple

Apple is famous in the consumer electronics industry for their in-store events. Their Today at Apple initiative organises regular workshops and sessions for users to experience their products and test features out. They also host music production, programming and photography sessions, encouraging word–of–mouth buzz around their products.

These interactive sessions encourage existing customers to shop more from the brand. But they are also effective for drawing new leads and solidifying Apple’s brand identity.

Takeaway: Not all demand generation efforts have to end up in sales. Driving brand awareness amongst prospects and being present when the opportunity to make a sale arises is equally successful in generating demand.

4. Account-Based Marketing (ABM) for Target Marketing

Drawing from above, it’s important to note that not everybody is going to be a consumer when it comes to your brand. In a saturated electronics manufacturing industry, there are several players, and different people have different preferences that may not always align with your brand. So, demand generation tactics will be more fruitful when customised for a specific audience.

This is precisely what account-based marketing (ABM) does. Marketers can target a small set of client accounts and design campaigns addressing their specific pain points. 84% of marketers feel ABM tactics improve brand reputation.

Channel marketing initiatives towards high-value accounts (most valuable clients) to improve brand engagement. Select accounts or clients who can bring you better business opportunities, and help boost your growth. For example, multi-national firms let you access diverse customer segments and receive international brand reach.

Data-driven ABM by Schneider Electric

Schneider Electric wanted to improve its account-based marketing revenue across multiple channels. They chose Madison Logic’s Journey Acceleration tool.

They obtained data about their client activities across different media channels. The real-time data helped improve multi-channel marketing. Further, the data also informed them more about their prospects, helping them create personalised campaigns.

Takeaway: Campaign data offers a clear picture of the client’s buyer journey. It improves targeting, and personalising, creating more demand for your brand. So, focus on gathering client and campaign information instead of launching new tactics.

5. Build a Free Tool for Everyone

Have you ever used a free headline analyser or an EMI checker tool? You probably recollect the brands offering the resources as well. That right there is a great example of how free tools reinforce your brand identity within people’s minds.

By developing and releasing a free tool related to your product or service, you provide value to users without directly promoting your brand. However, a valuable, helpful tool is guaranteed to keep users coming back. This not only improves website traffic but also enables your brand to reach out to new prospects.

Over time, the remarkable user experience improves website traffic and enhances your brand’s image.

How WordStream Nailed the Tactic

WordStream's Free Keyword Tool lets users enter a term or URL to receive relevant keywords. The result can be tailored according to the industry and location. Then, the users can download the entire keyword list for free!

As one of the fastest and most accurate keyword resources, the tool is used frequently by researchers and marketers. In turn, WordStream receives a lot of traffic, making it one of the best-known names in the world of online marketing and advertising.

Takeaway: Assess your target audience and determine gaps in what your competitors offer or pain points that have not been addressed. Focus on how and where you can add value and provide solutions.

6. Personalised Email Campaigns for Demand Generation

Promotional emails are rarely effective – most end up in spam folders. These usually have clickbait subject lines, inaccurate sender information, or links to shady sites.

Instead, marketers can personalise the email content for clients. Here, the tailored content, catchy CTAs, and clear subject lines meet the recipient’s preferences. So, sending targeted and personalised emails is ideal for brand engagement and generating interest. Brands get 27% higher click rates through customised email content.

For example, include the recipient's name while sending the email. Send these personalised emails on special occasions like birthdays, anniversaries, or holidays. Send discounts and limited-time offers to existing customers.

boAt’s Strategy to Connect with Customers

Leading Indian electronic manufacturing industry brand boAt personalises emails for their target audience. Further, they send product updates, discounts and marketing messages through quirky email content.

Whether launching a new product or announcing a flash sale, their messages resonate with the readers. The content's simplicity and honesty is clear, attracting more customers to this home-grown brand.

Takeaway: Be authentic while personalising emails and maintain a casual, fun tone. It allows you connect with the customer without sounding too “salesy”.

Parting Thoughts

Demand generation is a long-term strategy for building a solid reputation among customers. Unlike aggressive selling tactics, it encourages prospects to care about the brand. Hence, staying fresh in their minds becomes smoother for companies.

So, whether hiring a demand generation executive or outsourcing the initiative, ensure the strategy adds value to the customer's lives. It can be through educational content or free-to-attend webinars.

Also, stay updated with the trends that can impact demand generation. For instance, brands will continue boosting their social media presence through influencer marketing. Video marketing will also strengthen initiatives for generating demand.

Experiment with different techniques as per the audience segment and marketing outcomes. Consult the experts at Growth Jockey for a tailored strategy to elevate your business!

FAQs

1. Demand generation vs lead generation - how are they different?

Demand generation means spreading brand awareness while intriguing prospects and customers. Lead generation focuses on obtaining prospect information and converting them into customers.

2. What are some essential metrics to measure demand?

Brands can measure KPIs like cost per lead, customer lifetime value, cost per acquisition and ROI to assess demand generation success.

3. Can social proof impact demand generation?

Yes, adding social proof like testimonials and customer reviews builds credibility. Including these on an electronic brand site increases their demand.