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Seven Ways to Ruin your B-to-B Advertising

Thu, Dec 13, 2018 @ 01:27 PM / by Chuck Lohre posted in Industrial Marketing, Process Equipment Marketing, Marketing Communications, Metalworking Equipment Marketing, Mining Equipment Marketing, Construction Equipment Marketing, Powder Bulk Engineering Magazine, Business Marketing Magazine

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From POWDER BULK ENGINEERING'S 12-13-18 Dry News, from the February 1992 issue of Business Marketing

Business-Develpoment

And, we do understand that these really don’t apply to you, as you’re at 
least a 6x advertiser in Powder Bulk Engineering magazine, or you wouldn’t get Dry News each month!


1. Confuse the readers with an obtuse headline. In 7-10 seconds a reader
can scan the headline and illustration to see if your product offers anything
of value. Make sure it does not.


2. Run your ad only once – twice at the most. After all, if on average, it
takes 6-8 personal sales calls to clinch the deal, why not ignore this fact.


3. Focus on your favorite topic – you, your business and how great it is. You’re certain
that’s what your prospects want to know.


4. Don’t distinguish your products from anyone else’s. Even though you know that
most of your prospects won’t change suppliers unless given a powerful reason, don’t
give them those reasons in your ads.


5. Pretend that the market already knows as much about your products as you do.
 Ignore that old saying, “the more you tell, the more you sell.”


6. Presume that your prospects think exactly like you think. Don’t spend any money on
research to learn what the market currently really thinks.


7. Ignore professional advertising advice. Isn’t it your opinion that counts? Why listen
to someone outside your company who may have a different perspective? Or who will
do research for you, for a fee, of course.


If you’ve followed all of these seven steps, and somehow are successful in spite of yourself,
 there’s one more thing you can try: Withdraw all of your advertising completely!



Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

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What's the difference between Type 304 and Type 316 stainless steel, and what differentiates L-grade stainless steel?

Thu, Dec 06, 2018 @ 02:06 PM / by Chuck Lohre posted in Industrial Marketing, Process Equipment Marketing, Marketing Communications, Metalworking Equipment Marketing, Powder Bulk Engineering Magazine

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More Questions and Answers from POWDER BULK ENGINEERING

 
Q: Industrial equipment manufacturers offer several metal material options for equipment construction metal materials. What are the differences in metals? What's the difference between Type 304 and Type 316 stainless steel, and what differentiates L-grade stainless steel?
 
A: Paul Deegan, Vortex, says:
imageThe most common metals offered are AISI Type 304 and Type 316 stainless steel and AISI 1008/1010 or ASTM A36, which is typically referred to as carbon steel. These metals are used to construct the "wetted" parts in a piece of equipment — that is, those parts which come in contact with the conveyed material in a manufacturing process. Alternatively, the frame or structure in a piece of equipment is usually made from either aluminum or carbon steel because they offer weight advantages, cost savings, or both.
What is stainless steel
 
There are numerous stainless steel grades available, but Type 304 and Type 316 are the most commonly used in bulk handling and many other industries. This is because both types offer good corrosion resistance at a reasonable cost, compared to other steel grades. In addition, grades Type 304 and Type 316 are relatively easy to machine, bend, and weld. The alloying elements that are primarily responsible for corrosion resistance are chromium and nickel. Type 304 stainless steel contains 18 percent chromium and 8 percent nickel, while Type 316 contains 16 percent chromium and 10 percent nickel. Both elements are expensive and increased quantities of either element will make the steel more expensive, with nickel being more expensive than chromium. In fact, it currently costs more than five cents to produce a five cent ("nickel") coin. There are grades of Type 300 series steel that are more corrosion resistant than Type 304 or Type 316, but because they have increased amounts of chromium and/or nickel, or some other alloying element(s), they are, consequently, more expensive.
 
Stainless steels are "stainless" due to the addition of chromium. The reaction between chromium and oxygen creates a submicroscopic film of tightly-adherent, nonporous chromium oxide, which protects the underlying metal from contact with the environment. Chromium, when added to a steel in a concentration of at least 10 percent, is enough to form the chromium oxide layer at the steel's surface, rendering it stainless. A distinguishing factor between Type 304 and Type 316 stainless steel is that Type 316 also contains the alloying element molybdenum. Molybdenum reduces the tendency of chromium oxide layers to break down, therefore increasing the steel's corrosion resistance. Additionally, molybdenum benefits steel by increasing its strength at elevated temperatures. Adding molybdenum, however, requires the addition of more nickel as compared to Type 304. To understand why, it's important to understand the microstructure of various stainless steels. Imagine a cube in which the atoms are arranged at the corners of the cube, as well as in the center of each face of the cube. This microstructure is called face centered cubic (FCC) and is the structure of austenitic steel. Type 300 series stainless steels are austenitic. Oppositely, imagine a cube in which there are atoms at each corner of the cube, but instead of an atom in each face of the cube, there is an atom in the center of the cube. This microstructure is called body centered cubic (BCC) and is the structure of ferritic steel. During steel production, when a steel with BCC microstructure at lower temperatures is heated to high temperatures (above 1,670°F | 910°C), it will transition to FCC. As it cools, the steel will return to a BCC microstructure. However, some alloying elements will prevent the transition from FCC to BCC, while others promote it. Molybdenum is an element that promotes the transition, while nickel helps prevent it. Therefore, adding molybdenum requires additional nickel to keep the steel in the austenitic phase.
 
The "L" at the end of Type 300 series stainless steel grades such as Type 316L signifies "low carbon." Both Type 304 and Type 316 stainless steel have carbon contents of approximately 0.08 percent. L-grades stainless steel has carbon contents of approximately 0.03 percent. During welding, the carbon and chromium elements of 300 series stainless steels begin to react with one another, forming chromium carbide. Because the chromium is transformed into chromium carbide, there isn't enough chromium remaining in the steel to form the chromium oxide layer. This results in rust forming in the areas near the weld. By reducing the carbon contents in L-grade steel, the formation of chromium carbide during welding is hindered, and thus, lessens the chance for corrosion along welded joints. Accordingly, it's only necessary to specify L-grade steel for welded components.
 
As one of my mentors always used to say, "A true metallurgist responds to most metallurgy questions with, 'it depends.'" From the explanations above, you have likely noted the difficulties in assessing metal materials of construction. Because of this, industrial equipment manufacturers must assess applications on a case-by-case basis to ensure the equipment's success. Therefore, consult with process engineering expert before making equipment acquisition decisions.
 
Vortex, Salina, KS, supplies slide-gate and diverter valves, iris diaphragms, and loadout equipment for the dry bulk material handling industries.

Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

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IEEE GlobalSpec and TREW Marketing 2019 Smart Marketing for Engineers Survey

Wed, Nov 28, 2018 @ 09:33 AM / by Chuck Lohre posted in Industrial Marketing, Process Equipment Marketing, Marketing Communications, Metalworking Equipment Marketing, Mining Equipment Marketing, Construction Equipment Marketing, TREW, IEEE GlobalSpec

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Top 10 Findings

Industrial marketing trends for 2019


Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

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Why Cat changed its machine branding, "Aggregates Manager" Magazine Article Review

Fri, Nov 02, 2018 @ 11:00 AM / by Chuck Lohre posted in Industrial Marketing, Process Equipment Marketing, Marketing Communications, Metalworking Equipment Marketing, Mining Equipment Marketing, Construction Equipment Marketing

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Cat’s new “Modern Hex” trade dress design will give machines a new look.

Industrial-Marketing-Branding-1


Do you have more serious problems than worrying about your construction equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

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Industrial Blogging – An Underutilized Content Marketing Tactic

Tue, Oct 30, 2018 @ 08:21 PM / by Achinta Mitra posted in Industrial Marketing, Process Equipment Marketing, Marketing Communications, Metalworking Equipment Marketing, Mining Equipment Marketing, Construction Equipment Marketing, Achinta Mitra

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Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients.

blog_10252018_attribution

Learn more by visiting Industrial Marketing Today where this editorial was originally published.

(Thanks for the great summary of industrial marketing Achinta you and I couldn't agree more.)


Do you have more serious problems than worrying about your processing equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

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Ten Commandments of Successful Business Management

Mon, Oct 22, 2018 @ 11:11 AM / by William Lynott posted in Industrial Marketing, Process Equipment Marketing, Marketing Communications, Water Well Journal

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Following these rules can lead to success and profits in any economy.

 Learn more by visiting WATERWELL JOURNAL where this editorial was published.

(Thanks for the great summary of industrial marketing William, you made me take note to contact my banker Monday!)


Do you have more serious problems than worrying about your processing equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

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Chemical Processing Magazine Marks Its 80th Anniversary

Wed, Sep 19, 2018 @ 02:45 PM / by Mark Rosenzweig posted in Industrial pr, Industrial Marketing, Process Equipment Marketing, Marketing Communications, Chemical Processing Magazine

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Our evolution extends well beyond the printed page

 Learn more by visiting CHEMICAL PROCESSING where this editorial was published.

(Thanks for the great summary of industrial marketing Mark, as much as things change, things stay the same, good editorial content will always win. With over 40 years in the business myself, we've seen the same changes, our 1964 ad for a receptionist read, "Wanted an attractive young lady with a pleasant speaking voice!")


Do you have more serious problems than worrying about your processing equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

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What is Search Engine Optimization? (SEO)

Thu, Aug 02, 2018 @ 01:27 PM / by Chuck Lohre posted in Website Design, Internet Design and Development, web development, Internet Development, Cincinnati Website Design, Cincinnati Web Design Agency, Ad words, Process Equipment Marketing, Mining Equipment Marketing, Construction Equipment Marketing, Industrial Marketing, Business to Consumer Marketing

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Great infographic on SEO from IEEE Globalspec Engineering 360

Screen Shot 2018-08-02 at 1.19.36 PM.

 
If you liked this post you might like this one, "Great website design is an ongoing process."
 
Guide to Web Site Redesign by Cincinnati Website Design Company, Lohre & Associates
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Why culture trumps technology when it comes to continuous improvement

Fri, Jul 13, 2018 @ 09:39 AM / by David Berger posted in Industrial pr, Industrial Marketing, Process Equipment Marketing, Industrial Marketing Handbook, Marketing Communications, Public Relations PR

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David Berger says shiny new tech won’t fix your process problems – but here's how your CMMS can help you address them more effectively.

By David Berger, Plant Services, Jun 04, 2018

No matter how much you think new technology will improve your ability to manage your physical assets, try to fight the impulse to buy. The hard work begins long before you purchase new software or hardware. This is true for any number of popular technology solutions, such as a CMMS, industrial internet of things (IIoT)-ready tools, or an asset tracking system.

Process-equipment-marketing


The key to improvement is changing processes to accommodate a new technology in a manner that maximizes benefits. The sooner you design new processes, the faster you will understand which technology will best enable them in the short- to longer-term. This puts you in a powerful position when shopping around for technology solutions, because you will have a much better appreciation of what technology you really need (if any) under the future-state processes proposed. Otherwise, you are far more likely to be wooed by the slickest vendor presentation or tempted by the latest technology.

Given that you are striving to get the most out of existing technology and are always on the lookout for new technology, implementing a continuous improvement program can help you optimize both pursuits. For example, you can use your current CMMS to generate reams of data and reports for managing assets and ultimately for making more-informed decisions. However, most companies require much work to design efficient and effective processes that use the data optimally. This starts before purchasing or upgrading new technology through future-state process design under a continuous improvement program, and it continues long after any new technology implementation.

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Take, for instance, the process by which maintenance work is requested. Is operations satisfied with the average response time? Is there a disproportionate percentage of rush orders, especially from a few individuals? Do you get multiple requests to fix the same root-cause problem? An existing CMMS or even manual data collection can be used to determine whether there is an improvement opportunity and provide clues as to how to exploit it.

Key drivers of process improvement
Committing to getting more out of your existing CMMS or, as need be, replacing it, is a good starting point for establishing a continuous improvement program. The CMMS will highlight many improvement opportunities. The difficulty, however, will be prioritizing improvements and finding time to implement the more-significant ones. In addition, cultural issues can be nasty roadblocks on the path of progress.

“Culture” refers to an organization’s values and rules and, in general, the way things are done. These are based on the paradigms or behavior models that company leadership has established. To drive significant process changes, you need to create a paradigm shift – a shift in the mental models of company leadership. This is no easy feat, as it may require a major change in attitude.

To overcome these barriers, the continuous improvement program must focus on a few simple and measurable drivers.

The three most effective are time, quality, and cost, as explained below.

Time.

How much time do you spend each day doing unproductive activities such as waiting for someone to respond or returning a defective item? In maintenance, reducing “cycle time,” i.e., the total time taken to complete a process, is an important way to improve productivity. The CMMS is an excellent tool for measuring components of cycle time, such as response time, service time, and downtime.

Cycle time of processes can be shortened as part of a continuous improvement program by using a CMMS to identify non-value-added activities. Wait time is usually the area of greatest opportunity for eliminating non-value-added activities, and in turn, reducing cycle time. Maintenance staff and management spend a good deal of time each day waiting for parts, waiting for approval, waiting for operations to release their equipment, and so on. Similarly, operations staff and management can waste time waiting for maintenance to respond to a work request or fix the problem.

By changing the process, you can sometimes reduce or even eliminate wait time. Suppose, for example, maintenance staff complain that they spend a lot of time assessing a problem, going to the stockroom and searching for parts that are in most cases not there, and then wasting time checking to see if the parts are in. Once the parts are finally picked, there is still no guarantee that the equipment will be available from Operations to do the work.

Using the work order status field on the CMMS you can assess just how much time is wasted for each stage described above. To reduce the overall cycle time an experienced maintenance supervisor or planner should assess the job and order the parts. Secondly, the planner should issue the work order only when all the parts are in and kitted and the equipment is available from operations.

Another good way to drive down cycle time using the CMMS is to compare actual with planned times for completing work orders, especially for PM or corrective tasks.

Quality.

For some companies, the biggest opportunity for improving processes is to “do it right the first time.” A CMMS can be used to highlight recurring problems, which, through root-cause analysis, can lead to significant improvement. For example, suppose recurring downtime on a piece of equipment is traced to improper lubrication. A process could be put in place to conduct a simple PM routine to lubricate the machine each day during setup.

Root-cause analysis of CMMS data could also highlight areas where further training is required for the operator and/or maintenance staff. Sometimes quality problems suggest the need for use of more-experienced maintenance personnel, contract specialists, or reliability engineers.

Cost.

The third key driver of a continuous improvement program is cost reductions through productivity gains. The CMMS can report on areas of high cost and drill down to the supporting cost detail, especially if activity-based costing is employed. New processes can then be established to cut high-cost areas.

Examples of possible cost-cutting improvements include reducing inventory levels through better control of obsolete inventory; identifying bad-actor assets through downtime analysis; and training equipment operators to perform simple PM routines, setups, changeovers, and minor adjustments. Once the changes have been implemented, the CMMS can be used to monitor whether expected benefits are achieved.


I shared this article because process improvement is very similar to industrial marketing improvement. Pay attention to time, quality and cost. Websites need to evolve and don't throw the baby out with the bathwater. It will take less time to improve your marketing if you spend the time to optimize what you have in place, first. Second, evolve the design to reflect the quality of your products and services. That quality today is reflected in how adaptive your site is to smartphones. You'd be surprised how much work is being done by engineers on their phone. Finally, the cost will be less because if you spent the time monitoring your marketing on a regular basis and continually add quality content, there won't be any extra cost!


Do you have more serious problems than worrying about your processing equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

 

Read More

Metalworking Education for Marketers

Thu, Jun 14, 2018 @ 11:27 AM / by Chuck Lohre posted in Metalworking Equipment Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising, Equipment Marketing and Advertising, marketing agency, Cincinnati Marketing Agencies

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Metalforming Processes and Materials For Non-Technical Executives, Directors and Managers

June 19, 2018—Cleveland, OH - This seminar provides attendees with a fundamental understanding of metalforming processes and their capabilities, the common materials specified for these processes, and various types of surface coatings and treatments that metalformed parts may require. Attendees involved in such areas as purchasing, quality, sales and management will gain a clearer understanding of material specifications, properties, and process parameters and capabilities to better serve internal and external customers; to more accurately specify and purchase material, and improve troubleshooting, problem reporting and root-cause analysis.

Metalworking Marketing Education

Topics covered:
• Important industry terminology and meaning
• Dfferences between flatteners, straighteners, and levelers
• Difference between “sheet” and “strip” metals (it’s not what you may think)
• Differences between flywheel drive and servo drive presses
• Why surface hardness specifications are not the best indicators that the metal you order will work in production
• How to properly order sheet material to assure you get what you need
• How to deal with international material specifications
• How new higher strength automotive materials affect your business and plant operations
• Difference between reactive, preventive, predictive and proactive maintenance programs
• True cost of die maintenance
• Acceptable stamping burr (it’s much less than you think)
• How does welding, molding, plating affect the stamping process
• Different types of quality measurement tools and equipment
Presenter

Peter Ulintz, Director of Technical Training and Workforce Development, Precision Metalforming Association

Agenda
8:00 a.m. Breakfast
8:30 a.m. Presentation
12:00 p.m. Lunch
12:45 p.m. Presentation
4:30 p.m. Adjourn

Seminar Location
Precision Metalforming Association HQ
6363 Oak Tree Blvd.
Independence, OH 44131

Hotel Accommodations
Holiday Inn Cleveland South Independence
6001 Rockside Rd.
Independence, OH 44131
216-524-8050

Reserve your room online or call the hotel directly to make room reservations. Reference Precision Metalforming Association to receive a special rate of $99 plus tax.

Hotel includes a complimentary shuttle to and from Cleveland Hopkins International Airport (call the hotel upon arrival to arrange pickup). Hotel offers free self-parking and a shuttle will be provided to and from PMA’s headquarters.

Registration Information

Through June 8
$399 PMA members
$599 Nonmembers

After June 8
$499 PMA members
$699 Nonmembers

Breakfast and lunch is included with your registration.

For more information, please contact Marianne Sichi at 216-901-8800 ext. 150.

Upcoming Seminars
June 26-27
Sheetmetal Technology
Cleveland, OH
August 15-16
Transfer Automation
Toronto, ON
September 12-13
Stamping Higher-Strength Steels
Nashville, TN
October 2-3
Designing & Building Metal Stamping Dies
Cleveland, OH
December 5-6
Deep Draw Technology
Cleveland, OH
View all upcoming PMA events

Copyright 2018 Precision Metalforming Association, All Rights Reserved.
Precision Metalforming Association, 6363 Oak Tree Blvd, Independence, OH 44131

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