Justin Starbird .
November 22, 2022 .
Justin Starbird, host of the Inspections podcast powered by the Aebli Group, recently sat down with Debbie Greenway, Executive VP of Sales for FEIG Electronics, to discuss how the two are working together to spread the story and message of FEIG.
"We make RFID products, and we want to explain to people how that can help them and why FEIG is a good choice once they've decided that technology is a good fit for them," explains Debbie.
"We want them to know that FEIG is not a beginner in this space."
"We're not a small company. We have the expertise and experience to help solve some complex problems in areas that are facing many industries today.”
"Not that we're the missing piece, but we are the piece that can make it better for them."
"It's a lot to tell people."
A German company with a 58-year history of quality, expertise, and high expectations headquartered in Weilburg, FEIG Electronics produces RFID equipment and payment terminals in-house, from engineering and design to manufacturing.
"We try to explain to potential customers that FEIG is a very focused company. This is what we do," says Debbie. "There are some competitors in our space that are much bigger companies than us. They are much bigger, multi-billion dollar companies but do many things.”
"When you take the RFID products out of their portfolio and compare us, we are much bigger than they are—all of them."
"Being part of a larger whole, the others can spend a lot more marketing dollars, put a lot more banners up, and have departments that go to trade shows. For them, showing up at an RFID show is no big deal. It's part of what they do. To the customer base, they seem much bigger than FEIG.”
"I spend a lot of time explaining that and letting them know that we are not some tiny, little RFID company. We are not outsourcing all of our production. We have our hands on it. We are in control of it."
One tool FEIG uses to get that message across is The Aebli Group, a full-service marketing and business development agency passionate about creating stories that highlight and propel companies and innovations that are changing industries.
Together with FEIG, they are using the history, dedication to craftsmanship, and stories that distinguish FEIG to define objectives, solidify branding, build messaging, and create content to demonstrate FEIG's experience and expertise.
"It's been great working with the TAG Team. We talk all the time, openly and honestly," Debbie comments.
"I run marketing here in the US alongside many other duties. I did a minor in marketing in college, but that was a long time ago. Working with TAG is like a breath of fresh air. I have experts on my side. I've worked with an agency before, and it was just, 'do these things and charge the charge,' They weren't bad things, but we weren't making any progress.”
"Now I feel I can be like, 'Hey, what about this that I just saw? What do you guys think? What's your opinion? Do you have experience with this? Do you know what this trade show should generate for me?'
"Just knowing that I have a team of experts who either know the answers right off the top of their heads or will work to figure it out, I just feel confident we're going to get to the right solutions."
Debbie is looking to the future with a solid story and message strategy for FEIG Electronics.
"The main thing is to keep the main thing the main thing. For us, the main thing is sales growth."
"What we're trying to do here is grow. We have been developing our partnerships; don't get me wrong, but I need the big guys. I think expanding our partner base is the very next step for us."
"I need the big guys, and they need me. FEIG."
"I also want to expand the customer base. I know that's a cliché, but I don't just mean I want more customers. I want to get into other types of customers that we haven't worked with before. Some huge, huge channel partners and some enterprise-type companies that we haven't been able to penetrate or even tried to penetrate before. I think these are the next steps for FEIG."
About the Author: Justin Starbird I have been fortunate to have had several entrepreneurs that came before me take the time to “pull back the curtains” and allow me to be a part of their multi-million dollar companies… and actually value my input. They allowed me to see their mistakes and learn from their real-world lessons so that I wouldn’t have to pay the expensive costs of experience on my own. Additionally, they taught me what really works and the importance of action - not just ideas.