Welcome everyone. Today, we have Ms. Chih-Ju Wei, a seasoned marketing expert who has spent an impressive 16 years at Cygnus Instruments. With a deep-rooted passion for the ultrasound and NDT (Non-Destructive Testing) fields, Ms. Wei's journey at Cygnus is a testament to her dedication and the strong, familial bond within the company. Today, she shares her experiences and insights, offering a glimpse into the dynamic world of NDT marketing.
Throughout her tenure, Ms. Wei has witnessed and driven significant changes in the marketing landscape. She highlights the importance of listening to customers and partners, translating complex NDT technologies into relatable solutions, and leveraging digital marketing strategies to expand Cygnus's global reach. Her story is one of continuous adaptation and innovation, underpinned by a commitment to maintaining a consistent and engaging brand message.
Ms. Wei's strategic approach and emphasis on data-driven decisions have been pivotal in shaping Cygnus's marketing success. She also emphasizes the critical role of soft skills, creativity, and collaboration in navigating the multifaceted NDT industry. From successful campaigns to challenging brand awareness initiatives, her experiences provide valuable lessons for aspiring marketing professionals.
Join us as we delve into Ms. Wei's remarkable career, exploring her strategies, achievements, and the future of NDT marketing. Whether you're a seasoned professional or new to the field, her insights are sure to inspire and inform.
Welcome, Ms. Chih-Ju Wei! It's a pleasure to have you here today. 16 years at Cygnus Instruments is impressive. What initially drew you to the company and what kept you engaged for so long?
I was impressed by Cygnus's collective strength in the ultrasound and NDT fields.
Cygnus Instruments is akin to a large, supportive family, where the strong bond between teams not only makes work a joy but also makes any challenge surmountable. The fact that I'm just one of the many individuals who have been part of the Cygnus family for over a decade is a testament to our shared strength and commitment!
… the world of NDT is constantly evolving. How has your marketing approach adapted to keep pace with these advancements?
The value of listening cannot be overstated. It's not just a practice, it's a crucial part of marketing operations. Gathering news and feedback from our users, customers, and partners through various marketing channels has proven to be instrumental in keeping pace with developments in the NDT fields, making them feel valued and integral to our success.
… in your experience, how can marketing effectively bridge the gap between complex NDT technologies and a broader audience?
The mindset is that we’re here to solve people's problems. Marketing can transform a complex NDT solution, such as ultrasonic testing, into a bite-sized, easy-to-understand form for a broader audience. We achieve this by breaking down the technical jargon, using relatable examples, and highlighting the practical benefits of the solution. This approach helps people discover solutions that they were previously unaware of or unfamiliar with.
… looking back at your career, what marketing campaign or strategy are you most proud of and why?
Embracing digital marketing, such as targeted social media campaigns and search engine optimisation, is one of the pivotal strategies I employed to raise Cygnus's brand awareness. These strategies have effectively enhanced our reach to a wide spectrum of industry audiences worldwide, as evidenced by the significant increase in our online visibility and engagement.
… the future of marketing is heavily influenced by data and analytics. How do you see these tools playing a role in NDT marketing strategies?
I find data from digital marketing campaigns truly mind-blowing. It unravels the customer journey and enables marketers to better engage audiences of varying needs at different touch points. Meanwhile, analytical tools help identify effective marketing channels, providing confidence in marketing investments. Data and analytical tools have been critical to the success of our marketing campaigns and will continue to play a vital role in our marketing strategies.
… beyond technical expertise, what soft skills do you consider essential for success in marketing for the NDT industry?
The NDT industry involves a wide range of industries. Many of its applications are closely related to our daily lives. The hunger for new knowledge drives the discovery of creative approaches to new markets.
… marketing directors often play a pivotal role in shaping a company's brand identity. How do you ensure that Cygnus' brand message remains consistent across various marketing channels and resonates with your target audience?
Rigorous execution of omni-channel marketing enables Cygnus' branding to be presented in a synchronising fashion. In addition, staying on top of customer feedback and monitoring audience interaction with marketing messages are equally important in providing engaging messages that align with audiences.
… collaboration often plays a crucial role in marketing success. Could you discuss any partnerships or collaborations you've been involved in that have significantly impacted Cygnus Instruments Ltd's marketing initiatives?
Collaboration with Flyability Ltd on Flyability's Elios 3 UT payload has been eye-opening. The experience highlights the importance of agility, communication and planning in marketing and, most of all, the power of synergies!
… beyond marketing, what other aspects of your role as Marketing Director do you find particularly rewarding or challenging?
It's gratifying to hear Cygnus is recognised as a reputable and trusted brand worldwide. It's also encouraging to see the results of customers' engagement with our marketing campaigns, whether it's a quote request or a visit to the Cygnus stand at an event. However, tracking results, such as accurately attributing conversions to specific marketing efforts and measuring the impact of brand awareness campaigns, has always been challenging due to the complex nature of our industry and the multitude of factors that influence customer decisions.
… we all have our go-to productivity hacks. Can you share one of yours that helps you stay on top of your game amidst the demands of your role?
Strategic planning is vital in marketing. A well-devised plan delivers unified branding messages and achieves optimal brand exposure.
… we all have those "aha" moments in our careers that stick with us. Can you share one such moment where everything clicked for you in a marketing campaign or strategy?
Less is more! When it comes to email marketing, it's better to provide concise, focused content for the target audience rather than throw all offering at the audience and hope something sticks. Too much information could dilute and eventually lose audience’s attention.
… how do you stay updated with the current trends happening in the marketing world?
Digital marketing entails a wide array of aspects and is ever-changing. Following marketing groups and participating in marketing events in person or online keep me abreast of current developments and future trends.
… final few questions Ms. Chih Ju W., for aspiring marketing professionals looking to make an impact in the NDT industry, what advice would you offer based on your years of experience and expertise?
It's fascinating how the NDT industry benefits many of us in various ways. For example, ship seaworthiness can be evaluated by ship hull classification surveys via ultrasonic thickness measurement (UTM), an NDT technique. This ensures the safety of ship crews and the delivery of cargo while preventing accidents from causing environmental impacts. It’s important to stay curious about industries and be creative through marketing.
… finally, what are your thoughts on OnestopNDT? Do you think our efforts to provide real, authentic and accurate content are helping the industry? Also, do you think our platform is helping the community to connect with like-minded people?
The collaboration between Cygnus and OnestopNDT, which began in 2018, has been a positive journey. OnestopNDT's expansion of channels and industry-focused content has helped Cygnus reach a broader audience across various countries. This marketing collaboration with OnestopNDT has not only resonated with NDT professionals but also strengthened Cygnus’ connection with NDT engineers and end users.
