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Plan for an Industrial Content Driven Marketing campaign

Fri, Jan 20, 2017 @ 04:54 PM / by Chuck Lohre posted in Industrial Advertising, Industrial Branding, Branding and Identity, Construction Equipment Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Graphic Design, Advertising Design, Business to Business Advertising, Advertising Literature, Graphic Design Agency, Cincinnati Design, Design Agency, Advertising Agency, Industrial Content Driven Marketing

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Consumer media is getting very fractured, but industrial content driven marketing is still led by a few quality publishing houses. 

Sure you can spend hundreds of thousands of dollars on full page ads every month in your industrial trade publications. But you wouldn't be taking advantage of the invitation to supply educational and application articles to the publication as well. Industrial marketing is a partnership between you and the industrial publishing houses. And that includes trade shows as well. The best publishing companies also have the best shows.

 Industrial-Content-Marketing.jpg

 

But don't start your Industrial Content Driven Marketing by dropping your advertising programs. Sure industrial engineers use the Internet to find products and services but most times they aren't looking for cheap high volumes. LinkedIn Groups can't reach the audience a good industrial trade journal can. They have been at it for generations and even though many of them are getting slim they are getting better at serving up great content online. It is sort of like asking a 60 year old to start dating again but they are. Google wants to serve up the best results for their searchers and the vetted trade journals are the best. You can't find manufacturing engineering as a company description on Facebook. They keep asking us to change our client's descriptions to "Local Service."

So trim your advertising budget down to three placements a year in the top two or three publications and also make a commitment to provide two or three articles. They will cost you several thousand dollars each but they will be the gift that keeps on giving. If they rank well on the internet you can also promote them with Google, Bing or LinkedIn Adwords or Sponsored Content. Better yet tie your advertising to your content.

Industrial-Content-Driven-Marketing.jpg

The featured image in this blog post is the advertisement that promotes the technical article above. The article also goes on the client's website. Ads today are like landing pages on the internet. They are to promote a piece of content. How Hubspot would like you to get folks to exchange their email address for that content but that is much harder to achieve. Still, you can track how many visitors come to your site from the ads and content. And then adjust your media buy next year. 

And that sums up what's happening in the industrial marketing world. Publications are trying to migrate over to being completely digital not because they want to but because their readers are dying off. The editorial teams will continue to rule the content world, now we just have to find a way to pay them.

 

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Economical, Custom, Modular Motors and Drives

Fri, Jan 13, 2017 @ 01:40 PM / by Chuck Lohre posted in Industrial Advertising, Industrial Branding, Branding and Identity, Construction Equipment Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Graphic Design, Advertising Design, Business to Business Advertising, Advertising Literature, Graphic Design Agency, Cincinnati Design, Design Agency, Advertising Agency

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ABM motors and drives are tailor-made specifically for the application whether it requires compact design, low-noise operation or maximum operating safety.

A flexible modular design system allows cost-effective low volume production runs. Custom motors and drives are available for a wide range of application types: forklifts, electric vehicles, lifting technology, biomass heating systems, textile machines, wind power control, warehouse logistics, high-speed doors, air compressors, construction equipment, packaging machinery and vehicle-inspection equipment. The high overall efficiency of ABM Drive helical and parallel shaft gearboxes reduces power input and energy consumption.

ABM-Drives-Economical-Custom-Motors-and-Drives-1.jpg

All products are engineered in-house. Components that represent a core competence are reliably produced in-house on state-of-the-art machine systems. This guarantees that electric motors, gearboxes, brakes and electronics are perfectly coordinated. Vertical integration of ABM Drive manufacturing includes tool-and-die engineering and aluminum die-casting to guarantee best implementation and integration of components to a compact drive unit. High-quality gearing guarantees quiet operation. Tight-fitting housing covers and flanges prevent distortions that can amplify noise. Aluminum housings absorb harmonics and other vibrations better than cast iron. 

A large center distance between the motor centerline and the hollow drive shaft centerline gives the application designer more freedom/clearance to integrate the unit into the application. Many layouts are possible, from integration of the motor into the gearbox housing, U mounting of the motor, to customizing the output shaft. The end result is a true plug-and-play motor and drive-unit solution designed to save time and money.

ABM DRIVE INC. engineers and manufacturers high-performance motor, gearbox, brake and frequency inverter solutions for machines, plants and mobile devices in hoisting technology, warehousing, material handling, electric vehicles, biomass heating systems, wind turbines and many other markets. Founded in 1927, the company belongs to the senata Group with an annual turnover of nearly 400 million € and more than 2,000 employees. Approximately 300,000 drive units are produced annually. In-house manufacturing includes tool-and-die design, aluminum-casting foundry, CNC housing machining, manufacturer of shafts, cutting of gear teeth, motor development technology, assembly and final testing.

PRESS CONTACT
ABM DRIVE INC.
Gabriel Venzin, President
394 Wards Corner Road, Suite 110, Loveland, OH 45140
Phone: 513 576 1300
Mobile: 513 332 7256
Website: www.abm-drives.com
E-mail: gabriel.venzin@abm-drives.com

AGENCY

Lohre & Assoc., Inc., Marketing Communications

Chuck Lohre, President
126A West 14th Street, 2nd Floor, Cincinnati, OH 45202-7535
Phone: 877-608-1736, 513-961-1174, Fax 513-961-1192
Mobile: 513-260-9025
Email: chuck@lohre.com

Reprinting permitted - specimen copy requested

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"Designing B2B Brands" - B2B Branding Lessons Update

Thu, Dec 29, 2016 @ 04:56 PM / by Chuck Lohre posted in Industrial Advertising, Industrial Branding, Branding and Identity, Construction Equipment Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Graphic Design, Advertising Design, Business to Business Advertising, Advertising Literature, Graphic Design Agency, Cincinnati Design, Design Agency, Advertising Agency

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Branding lessons from Deloitte and 195,000 brand managers, by Carlos Martinez Onaindia & Brian Resnick. 

For our last post of 2016 we'd like to update our third most popular blog post ever. This book still stands out as the best B2B Branding Lessons we have ever seen. Get in touch if you would like a free copy.

Designing B2B Brands.jpg

Carlos Martinez Onaindia & Brian Resnick worked for Deloitte while writing the book.

Hubspot included Deloitte and GE websites in one of its promotional blog posts and we recognize them as a good examples of industrial marketing communications design. It's great news that we can go into more detail with one of our choices.

Designing B2B Brands, Ten Laws resized 600

Number 9. "Always be closing" is close to our heart; it emphasizes the objective of marketing communications. "Every communication should focus on achieving your end goal, and the audience should feel good about, or at least comfortable with, that result," perfectly sums up landing pages and calls-to-action.

Designing B2B Brands, Proposals resized 600

This chart brings to light some of Deloitte's strategies: "2. Understand - Get under the skin of the client and use the opportunity to better Deloitte's comparative competitive position, 4. Interact - Take every opportunity to demonstrate our credentials, improve our understanding and test The Deloitte Difference with the client, 8. Capitalize - Make the most of your investment by debriefing the team and the client, learning from what the client tells us, and developing on ongoing strategy to win work from the client." These strategies can be put to use for industrial equipment selling as well.

Designing B2B Brands, Executive Champions resized 600

This chart illustrates how a company's strategy's affects the message, "Lead by example, as their (executives) decisions have a direct impact on brand legacy and will ripple throughout the organization."

Feintool Achieve More With Less resized 600

Heinz Loosli, CEO of Feintool International Holding discusses the strategic advantage of Feintool in this interview for its customer magazine. In response to a question about the company's recovery from the automotive industry decline in 2009, he answers, "We brought new, innovative products to market, we have played more to our strengths and in doing so achieved some great successes in the market. We have also improved our ability to complete by implementing measures to increase efficiency. It is important to appreciate that it is not a case of one-off actions but ongoing commitment that will ensure our company has a successful future. The motto is: achieve more with less. We are constantly working on this..." This statement reflects both the company's equipment's strategic advantages but also good business practices. Feintool's metal part-making equipment takes plate steel and produces parts that are assembly ready without post machining. Their machines achieve more with less material and processing -- Loosli is using the same analogy for the company's management practises. You can download the entire Feintool magazine here. For the North American edition, Lohre & Associates wrote two articles, edited and printed the publication here in Cincinnati. We are honored to work with Feintool's Cincinnati offices and we feel the company's marketing communications are equal to Deloitte's.

Barry Salzberg's opening message for the book brings to light a similar focus, "There are 195,000 professionals around the world actively shaping the Deloitte identity on a daily basis. Brand-building of that scale requires a relentless focus on a unified vision and shared values, alongside a dynamic culture. There's tremendous opportunity if you get this right."

Heather Hancock, Global Managing Partner, Brand, defines Deloitte's businesss this way: "Deloitte is an advisory business whose brand relies on the daily actions of nearly 200,000 people in more than 150 countries being connected and reflecting the sane core commitments. We connect our people and our brand in myriad ways, always informed by a deep understanding of the marketplace and our clients' needs. And we take the long view, remaining committed to the task at hand whilst building value for our clients and our own firm long into the future. It delivers us client and personal growth, risk insulation and trust."

Designing B2B Brands, Faith The chart on the left gives insight to the reasons an industrial brand is of value: reputation, risk mitigation, client-building, loyalty and pride leads to the correlation between targeted brand investment and growth rate. Deloitte's business is deep market understanding to solve client problems. In a way industrial equipment is the same, the equipment is engineered to be an effective way for a company to be in business. Every company has to continually evolve to meet market changes, employee education and financial obligations. Deloitte is in the business of communication; many businesses are in the business of delivering a product. For a manufacturing company to understand the value of brand, it has to have an extremely clear understanding of the technology, engineering, economics of the market and the future. Every component in a machine tells the history of the company's brand. Someone at every company knows that story and that is where the brand starts.


We'll continue to look for branding examples that manufacturing company's can use to improve their marketing communications. If you get in touch to review your brand, we'll send you the Kindle version of this book. You'll enjoy it!

We can't begin to include all the great graphical information and examples in this review. The book covers every conceivable graphic problem and the solutions, meant more for the marketing communications manager of a company than the chief executives. In this review we wanted to climb to the 10,000-foot view of branding that often gets lost when you're manufacturing industrial equipment. But it does apply and Deloitte does a great job.

Hopefully GE will come out with a similar edition, they are in the machinery business! Writing those specifications and creating 3 views to make the brand come alive is what we do every day.

HOW Magazine introduced us to this 2013 book published by John Wiley & Sons, Inc., it's about Deloitte's branding and its implementation throughout the organization. We saw an ad on HOW's website.

If you liked this post you may also enjoy:


Manufacturing Industrial Brand Marketing

lead gen ebook resized 125

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AdVenture Explores the Industrial Marketing and Sales Relationship

Fri, Aug 19, 2016 @ 03:17 PM / by Chuck Lohre posted in Industrial Website Design, Website Design, Web Design Company, Cincinnati Web Design Agency, Internet Development, Advertising Design, Cincinnati Marketing, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Website Design Company, Cincinnati Advertising Agencies, Web Design

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(This week's guest post is from Scott Costa, Publisher, tED magazine. We weren't able to go to AdVenture this year but it's the best industrial marketing conference for the electrical manufacturing and distribution industry. Our Creative Guide is from a presentation we gave at 2004's conference.  We just got the 8-19-2016 NAED eNews with this article featured.)

The 2016 NAED AdVenture Conference brought together about 140 marketing professionals in the same room.

And one sales professional.

Industrial Marketing bla bla bla

John Lorince from Leff Electric was in the company's marketing department, but moved to an outside sales position. His presentation drew the most questions and comments of the entire AdVenture Conference. By far. 

There were the obvious jokes about sales people being from the "Evil Empire" or "The Dark Side." But Lorince really put a lot of what marketing does into perspective by saying, "Some of what I thought was important, wasn't," when talking about his time in the marketing department. He also asked the marketing crowd how often they go on sales calls, and the answer was an overwhelming "once in a while."  Lorince believes it should be more than that. On the flip side, you have to wonder how many times a salesperson attended a marketing meeting or conference. Perhaps joining the two groups together a little more often would help bridge the communications gap.

Lorince added that it is extremely important for the marketing team to treat him like the customer. "Sell the products to me, so I can sell them to someone else," he advises. He also said he appreciates it when a member of the marketing team makes quick visits to his office to work with him on sales or special pricing, because in the long run it will make his job easier.

Lorince did a great job of providing a series of tips to the marketing people at the AdVenture Conference. So great that, before he finished, he was asked to mark his calendar to come back next year and address the group again.

His speech is really a great start to a very old problem. On one side, you have a marketing department that is using research, product knowledge, and concepts that set buying your products apart from the competition as an advantage. On the other side, you have sales people using research (like past history in successful selling), product knowledge, and concepts for setting himself apart from any other salesperson from another company to use as an advantage. So why are the two departments so far apart?

I tracked down some quotes from experts on B2B practices outside of electrical distribution, to find where they are seeing failures between marketing and sales. They are worth reading to see if you are experiencing the same situations. For example, Stephanie Tilton of Savvy B2B Marketing says, "Many corporate cultures don't support a meeting of the minds between sales and marketing. And without the support of upper management, any valiant attempts to close the gap will fizzle out. Whereas marketing often revolves around a campaign schedule, sales is sweating to meet quota."

Jennifer Beever or New Incite believes the problem between sales and marketing is traditional, and that tradition needs to end. "Traditional departments operate in silos, with each performing their function but not interacting with others. On one hand, too many marketing departments believe they need to operate autonomously, with input from sales. On the other hand, too many salespeople take a ‘maverick' approach, and don't give marketing credit for generating leads," Beever says.

This is an interesting topic, especially as we are seeing significant changes to our supply chain, including innovative new products being launched and the significant impact mergers and acquisitions have already had on our distributors and suppliers.  We have assigned our writers to take an even deeper look into this, and tedmag.com will be building stories to help you bridge the gap between sales and marketing.

We also hope John Lorince accepts the invitation to come back to AdVenture next year. We can all use more insight from people like him.  Maybe he can get even more salespeople to come with him.


Contact us today for a free, no obligation consultation.

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

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Why Great Web Design & Web Development Never Ends

Tue, Aug 16, 2016 @ 10:00 AM / by Myke Amend posted in Industrial Website Design, Website Design, Web Design Company, Cincinnati Web Design Agency, Internet Development, Advertising Design, Cincinnati Marketing, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Website Design Company, Cincinnati Advertising Agencies, Featured, Web Design

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Your new web design or web development project is finished... or is it?

Web Design GraphicIn a sense, maybe your web design or web redesign project is coming to a close. You've covered everything that is within scope, satisfied every need that was laid out in the project planning, web design quote, or purchase order. The end of project meeting answered all remaining questions, employees were trained on how to use and manage their new website, and it looks like you can call this a job well done and *finally!* launch your new corporate website.

From here, ideally, your new site will impress visitors, generate new leads, make sales, and yield much better search results. You finally have a site that is well-optimized for search by today's standards, including being responsive/mobile-friendly. You even made sure to make it a secure (HTTPS/SSL) site.

Yep, your site is completely, at this very moment, modern and will serve you well for 2 to 5 years, until you need to completely replace it again, as business from the site begins to slow, and visitor counts dwindle...

and when that time comes, you may wonder...

"Our last web design is only a few years old, why is this happening?"

Here are some of the most common reasons a great website can fail over time:

Website Missed Maintenance Issues:

Like all business equipment, from large industrial machinery, to company cars, to copiers, websites need to be maintained to retain value. Most companies wouldn't let their vehicles go a year without changing the oil, but many companies allow their websites go to seed, creating a cycle of time and revenue lost for need of emergency patches, leading eventually into the need for a complete replacement.

  • Regular maintenance can help keep your site up to date with today's SEO standards. It is much harder (and more costly) to recover lost search position than it is to maintain and improve the ranking of your web site. Losing revenue all the way up to that point makes this decision even less affordable.
  • Regular maintenance can defend against hacks, malware, blackhat SEO and other factors that might harm your ranking. Regaining ranking after your web site loses search placement and is indexed with a "this site may be harmful to your computer", is often extremely difficult, and costly. Regaining placement lost to spammers and black hat SEO is also difficult.
  • Regular Maintenance can keep your web presence in all available markets. As new devices are created and released, as monitor sizes increase or shrink, as screen resolutions become sharper, as internet speeds increase, as devices from servers to smart watches become faster - you should want your web site design to be accessible to as many people on as many devices as possible. Regularly look in on your website, from multiple devices, and try to always consider devices that you may be leaving out.
  • Regular Maintenance can allow you to detect and fix broken links, broken contact forms, and other lost functionality before you lose business from it. Sometimes web hosts upgrade their software, or tighten up their security. This can cause a site to break. You do not know the web host made changes to the environment. Your web host does not know that your site or some part of your site broke as a result. Often, by the time a potential customer contacts a company about a broken website, or broken web page, weeks, even months have gone by. In this time, hundreds of other visitors have simply gone elsewhere. The question "How long has this been broken?", can lead to revelations about business slowdown you do not want to have.
  • Great sites come from evolution, not as pre-packaged solutions. Fully replacing an old site can be necessary if too much time has passed since the last time it was worked on, but the best very sites are sites that are regularly retuned and refined to keep up with current needs and standards. You invested a lot of money in your new build. Maintenance could mean no more major rebuilds, less cost over time, and much better results.

 

example of a fully mobile responsive design for all devices
Example of a website designed for widescreen, desktop, laptop, tablet, and cell phone.

 

Website Disuse issues:

Inbound Marketing is one of the most important aspects of good Web DesignThis mistake, in recent times of Wordpress and other types of CMS (Content Management Systems) being the standard, in more-recent times of search providers giving preference to regularly-updated sites, can be just as harmful as the former. As even the best equipment can become rusty when negelcted, so can your web presence.

  • Regular content updates help your search presence and can help your site-wide keyword saturation. Google, and other search engines prefer sites that they know are being maintained. Fresh content shows Google that the site is an actively growing site, not an abandoned site that is only still living because of pre-paid hosting, or that someone forgot to pull the plug. Since people who are searching are most-often in search of up-to-date information - search engines try to search up the most up-todate content and web sites.
  • Regular updates can extend the size of your site, and build its footprint on the web. Whether you are blogging, adding new pages, or extending the content of existing pages (perhaps breaking content up into more subpages), you are gaining more chances to be indexed and seen, building keywords for your site, expanding the size of your net.
  • Stasis is death. While your site is not growing - your competitors sites may be. Worse: while you are failing to build new links to your site, you are most likely losing links as well. Backlinks are still the number one factor in determining search ranking. As sites, pages, and articles that were linking to you disappear, are edited, or are archived, you are losing inbound links. Companies that are regularly building links tend not to notice, but when you stop building, these losses are hard to ignore.
  • Disuse IS Misuse. If you are not using your website as an effective marketing tool, it becomes only about as handy as a business card or a listing in the whitepages. If customers need to already know you exist in order to find your web site, you might as well be sticking to brochures and pamphlets. A good inbound marketing campaign identifies visitors, turns visitors into leads, and nurtures leads into happy customers.
  • Without a good marketing plan, clicks and visits are merely numbers. Purchasing ads online and in print are great ways to bring visitors to your site. Mailers, magazine advertising, eNewsletter advertising, directory placements, technical articles, and advertorials are also great ways to drive traffic. If you are doing these things, but have no marketing strategy and no marketing automation in place for your website, you are simply wasting your advertising dollars and efforts.

If your company does not have its own marketing staff, if you do not have your own staff of net technicians, web developers, or graphic designers, Lohre and Associates can help with your short term or long term marketing and web development needs.

If you would like to save money on coordinating advertising efforts between multiple advertising and marketing services, Lohre and Associates would love to help. As Cincinnati's full-service industrial advertising and marketing agency, we do it all.

Contact us today for a free, no obligation consultation.

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

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Moonshot Thinking & the Age of Innovation

Tue, Mar 15, 2016 @ 01:18 PM / by Chuck Lohre posted in Literature Design, Industrial Marketing and Advertising Literature, Advertising Design, Business to Business Advertising, Advertisement Design, Advertising Literature Design, Design Agency, Ad Design

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Wed, 03/09/2016 - by Kaylie Duffy, Associate Editor, @kaylieannduffy

This blog originally appeared in the March 2016 issue of Product Design & Development.

Kaylie_Duffy_headshot_small_3.jpgThe media often portrays the present world as a war-torn planet on its way to self-destruction. Images of poverty, disease, violence, and civil unrest often fill our T.V. screens when we turn on the nightly news.

With all the negative imagery we see on a daily basis, it may come as a surprise to find out that the Earth and its inhabitants are actually getting progressively healthier, safer, and more educated.

Peter Diamandis, XPrize Foundation CEO, reiterated this point throughout his keynote speech at SolidWorks World 2016 in early February.

A multitude of students, engineers, designers, and hobbyists crowded into the Kay Bailey Hutchison Convention Center in downtown Dallas to hear the engineer, physician, and entrepreneur explain how technology is turning areas of scarcity into abundance.

“It’s my pleasure to talk about the implications of exponential technologies, and the realization that in this room are sitting the minds that are going to be creating the future,” began Diamandis.

He explained that the news media preferentially feeds its viewers negative stories, because that is what most minds pay attention to. In fact, an ancient sliver of the temporal lobe called the amygdala acts as an early warning detector. It scans everything humans hear and see for anything that may be harmful.

So, given the array of news stories watched and read throughout the day, most individuals will preferentially focus on the negative news. But according to data presented by Diamandis, the world is actually in an extraordinary place.

“Over the last 100 years, the per capita income for every nation on this planet has more than tripled,” explained Diamandis. “The human lifespan has more than doubled, the cost of food has dropped 13-fold, energy has dropped 20-fold, transportation [has dropped] hundreds-of-folds, and communication [has dropped] thousands-of-folds.”

Therefore, if we take the time to examine the numerical evidence for abundance, it is quite incredible.

Peter Diamandis. Image credit: SolidWorks
Diamandis presented a number of graphs throughout his keynote, explaining that airplane accidents are almost nonexistent, while automobile-related deaths are reducing yearly. Another eye-opening graph showed how the annual global death rate due to natural disasters is declining.

“Look how this has dropped as we’ve put assets into space to view the Earth; as we’ve gotten better sensors and networks with the ability to actually predict natural disasters before they happen and get help to individuals in that golden hour,” said Diamandis.

Why is this happening? Why are we creating this extraordinary world of abundance?

According to the XPrize CEO, it’s a direct result of the exponential technologies we’re creating and the financial ease of creating startups in the present day.

“Back in 2000, the cost of the bandwidth, the servers, the software, the people was $5 million dollars to get a startup going,” mused Diamandis. “Today after [Amazon Web Services], after open source, we’re down to $5,000.”

Because the former prohibitive cost of launching a startup has dramatically dropped, the number of entrepreneurs, engineers, and innovators creating the technology of the future is radically increasing. Plus, the bright minds of today are using better tools to build better tools, which in turn build better tools.

In 2010, the average thousand-dollar computer was running at about 100 billion (1011) calculations per second, which is more computational power than the entire U.S. space program had in the 1960s and ‘70s. However, seven years from now in 2023, the average thousand-dollar computer will run at 1016 calculations per second.

View more: Top 5 from SolidWorks World 2016

“[That’s] just a number. Unless you speak to a neurophysiologist, who says, ‘That’s the rate at which your brain and my brain does pattern recognition,’” said Diamandis. “Twenty-five years later, now a thousand bucks buys you the computational power of the entire human race.”

The point that Diamandis was making is that faster, cheaper computational power is the bedrock on top of which the Internet of Things, robotics, 3D printing, synthetic biology, artificial intelligence (AI), and a variety of other technologies are progressing.

In addition, the planet now has more connected individuals than ever before.

“[The planet’s population] just crossed the seven billion mark. We’re on a rampage to make people healthier and better educated,” explained Diamandis. “Back in 2010, we had 1.8 billion people connected on planet Earth. Today, we’re about 2.9 billion. The low estimate by 2020 is that we’ll go to 5 billion connected minds.”

The 5 billion new minds coming online will lead to a massive increase in innovation, representing tens of trillions of dollars flowing into the global economy. Due to the abundance of improved technology and increased connectivity, Diamandis believes that we can take part in moonshot thinking.

“Today, you have the ability to be audacious... to take your grandest dreams and make them true,” he mused. “Moonshot thinking is the ability to go ten times bigger, rather than ten percent bigger.”

Startups can now start with a clean sheet of paper, using the best design tools, the best robotics, the best AI, and the best materials. And when you approach a project with this clean sheet of paper, you can create a product that is ten times better.

“Today any of us who wants to solve a problem – to use the tools of design to take what’s in your mind and manifest it – can,” explained Diamandis. “We’re living during the most extraordinary time in human history.”

Email Kaylie.Duffy@advantagemedia.com.

Kaylie Duffy
Associate Editor
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Blogging: A Most-Important Part of Your On-Site SEO Strategy

Fri, Feb 19, 2016 @ 12:54 PM / by Myke Amend posted in SEO - search engine optimization, Internet Marketing, Website Design, Industrial Marketing Content, Marketing Content, Graphic Design, Internet Development, Advertising Design, Web Design

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When it comes to Internet Marketing the phrase "Content is King" is tossed around quite often, but when it comes to Internet Marketing, and especially Search Engine Optimization, it is important to remember that only the right content, the most relevant content to connect your business to your potential customer should reign supreme.

In considering how to streamline your site to attract visitors who match your several-to-many buyer personas, and when optimizing your site so that search providers can point these visitors your way, it is necessary to realize that there is no way that one or even a handful of pages could ever manage to cover all of this. Trying to gear even a forty-page site toward even one target audience, when so many possible keywords and long-tailed keywords are needed, will surely only result in a loss of keyword saturation per-page and hurt your search engine optimization.

Other Advantages of Fresh Content over a Static Page Site:

  • Static pages, though essential later in the decision-making process, do not make for the sort of content potential customers crave when seeking solutions.
  • Search providers are also on the hunt for fresh content in order to direct their users to the most relevant and most up-to-date information.
  • Having a larger site, allows for more-specialized content, each page with its own content geared toward a smaller, more-precise sample of the larger target audience, with content geared more-specifically toward their needs.
  • Blogging is not only the best approach at White-Hat SEO, it is a great way to avoid the pitfalls of Black Hat SEO

In order to understand why that last bit is so incredibly-important, one must first know a little bit about both White Hat and Black Hat SEO.

What is White-Hat SEO and What is Black-Hat SEO?

Search engine algorithms are constantly changing, and sometimes staying on top of it all can seem daunting, but when you think this work from a point of view outside that of a marketer, developer, or site owner, it all becomes much, much more simple:

The goal of the search engine is to connect users with the most useful, most precise, most specifically-targeted content to fit their needs. Site owners can benefit from this in that those who visit their site are more likely to be doing so intentionally, in search of related products, services, or solutions. Visitors also benefit from information relevant to the problem they are seeking to solve. These people may become return visitors or even customers, especially if they are brought to the correct page of the site to begin with, which is another important part of your site's relationship with search providers.

Ideally, these visitors will land on that perfect page to encourage them to stay and read. If that content is informative and interesting, that content likely to be shared or bookmarked as a part of the visitor's decision-making process. If that content does not offer valuable information, and does not give the visitor any feeling that they may be in the right place, the visitor will often return to the search provider and try other search results. You may never see them again, even if they were looking for services you offer.

Like visitors, search engines pick up on these things too. Search providers' algorithms are streamlined more and more every day to help their users find what they are looking for, and avoid sites or pages that misrepresent or fail to represent what they have to offer. This is why you need to learn how to recognize and avoid Black-Hat SEO tactics.

Some Signs of White-Hat SEO

  • You are looking to bring the right visitors to your site, which are visitors who have problems or needs that you can solve.
  • You are seeking to reward their visit with information valuable to their decision-making process.
  • You use accurate keywords in your content's description, title, and url.
  • Keywords can be easily found within the visible content of your page, and make sense in their context, because they are an actual part of the content.
  • Inbound links come from satisfied visitors, leaders in your industry, or magazines and blogs related to your industry.

A Few Signs of Black-Hat SEO

  • Keywords are repeated over and over in the content, to the point of making the content difficult to follow or unpleasant to read.
  • Keywords are in content that is hidden, where it serves no use to the visitor at all.
  • Inbound links are from pay-by-link sites, comments on blogs, pages/sites that serve no purpose other than to provide indexes of junk links.
  • Image alt tags are not worded to inform the reader, who may be sightless or may be a search crawler, what the image actually contains.
  • Content is duplicated from elsewhere, or copied and reworded to seem like unique content.

Black-Hat SEO is very-easily recognized if you think of it: Black Hat SEO is any approach that seeks to trick or manipulate search providers.

White-Hat SEO is just as easy to sum up: White Hat SEO is about creating great content in order reward the right visitors, and minimize bounce rates.

Bounce rates help no one. High bounce rates will only serve to make your marketing a more frustrating process, and prevent you from fine-tuning your marketing machine to reward the ideal visitor for finding your site.

Good SEO, and a good inbound marketing strategy is all about quality links from search engines leading to quality content specialized for quality leads. Quality *and* quantity are essential toward good keyword saturation because good keyword saturation is no-longer just about a page or a post, but the entire content of a site or domain. Site-wide keyword saturation *and* content keyword saturation work together to bring a visitor to the right page of the right site.

alt tags misused in web design can annoy those without sight and could harm search engine placement.

Diagram: How to annoy with alt tags

Blogging and Site-Wide Keyword Density / Keyword Saturation

Blogging is most beneficial from an SEO standpoint, not just in garnering shares and other relevant inbound-links to expand your authority, but in adding to the overall keyword density of your site. Adding to the keyword density of the site as a whole is much more effective than filling individual pages or posts with keywords. New posts also expand the site with fresh, unique content to be indexed, which search engines love.

If your site has 2000 original posts, and 1750 of those posts are somewhat-related to gardening equipment, your post on selecting the right tiller has a good chance of ranking well. If it is useful enough to be shared by a few individuals, it will rank even higher.

Image of advertisement done for Cincinnati Industrial MachineryThe Value of Unique Content

I stress original because unique content is very valuable to your SEO, but shared or duplicated content can have the opposite effect, and serves mostly to give authority to the website(s) of the originating source(s).

Have you ever searched for information and only found the same point of view over and over again in near-identical wording over a few hundred websites? Frustrating, isn't it? In order to eliminate this frustration, those sites that are sharing information, white papers, and other content provided to them, are far less-likely to get good search placement. - and reword as you will, it will likely be recognized as duplicate content. Doing this only serves to boost the search authority of the originator. Sharing, in moderation can be beneficial to your site's overall keyword density, if you don't overdo it, and remember to only share content that has value for your visitors.

Unique content through blogging (and blogging regularly) will allow you to have focused, targeted information on your site for the many individuals that make up your many prospective customers and will allow you to boost the authority of your site for all of those individuals as a whole.

Blogging has become the most essential on-site tool for inbound marketing, and is a must for anyone whose business model depends on being found through search providers.

 

If you are interested in our services for blogging, articles, news releases, advertorials, other content services or custom-building a CMS/COS for your web site, please don't hesitate to give us a call at 513.961.1174 or contact us through our contact page.

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Mobile-Friendly Website Design with an Image-Based Menu

Mon, Jan 25, 2016 @ 09:16 AM / by Myke Amend posted in Internet Marketing, Process Equipment Marketing, Website Design, B2B Advertising, Internet Design and Development, Graphic Design, Cincinnati Web Design Agency, Cincinnati Advertising, Internet Development, Advertising Design, Cincinnati Advertising Agency, Advertisement Design, Cincinnati Website Design, Advertising Agency, Web Design

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When Lohre and Associates began this project, Roto-Disc, Inc. had a standard HTML web site that they liked, as much as we did, for a number of good reasons:

  • It was built to reflect the look and feel of Roto-Disc's product catalog about as closely as could be done with a website. It matched Roto-Disc's catalogue so very well that the site itself felt like well-designed and well-planned literature.
  • Pages were designed, not as a whole in cookie-cutter fashion, but for their purpose. Much like a printed brochure, everything was cohesively-branded as one well-collected work - yet each individual page was custom-tailored to best-present the products and services on that page.
  • The existing outline was near-perfect. Divisions between pages and topics were pretty spot-on, easy to navigate and easy to follow.

Web Design for Rotodisc CincinnatiAbove: The standard HTML site that was.

It was however, as sites made years ago tend to be: static in size and format, with no mobile menus or even alternate mobile version, and no CMS or other way to dynamically-generate new content - all of which we know to be a problem today for these reasons:

  • Google now gives better indexing for mobile-friendly sites, and penalizes sites that do not have mobile-friendly design or versions.
  • Engineers and other decision-makers in the Process Industry cannot easily view these sites while they are out in the field, which is about the time that needs for new equipment tend to arise or happen to be revealed.
  • Sites not viewed by mobile users do not get shared by mobile users, who make up for an increasingly-large percentage of internet viewers.
  • Sites that are blogs, WIKIS, or otherwise CMS-driven, have a sizable SEO advantage over most sites that are not. Growing content and fostering inbound links are incredibly-important to SEO. Blogs also enable a company to position itself as an industry leader, and give them the tools to build and maintain better customer relationships.

Another need to consider was that Roto-Disc's Product line would soon be expanding. In addition to the Heavy-Duty Spherical Valves, Lighter-Weight Spherical Valves, Sanitary Spherical valves, Inflatable Seal Spherical Valves, Heavy-Duty Clean Flow Diverters, and Airlock/Double-Dump Valves Roto-Disc already had a new section for Flange Adaptors, Wedge Inserts, and Stub Adaptors that needed to fit into the current image-based menu. Soon Roto-Disc would need to also add Process Transitions, and Splitters/Convergers, as well as the Flange Adaptors to this small swatch of internet real-estate.

From This We Created A Short List of Initial Project Goals:

  • Emulate the general look and feel of Roto-Disc's catalog, which we had recently updated for the new product line.
  • Preserve the image-based menu and allow for more menu items to be added.
  • Make their site completely responsive and mobile-friendly.
  • Make navigating and reading the site easy for *all* sizes: large screens, smartphones, *and* tablets.
  • Build it as a CMS (Wordpress in this case) for blogging, scaleable SEO, Inbound Marketing, and ease of content editing.
  • Include the best SEO plugins available so that the SEO approach can be updated for new search rules and algorithms.

Which Enabled Us to Build This List of Challenges:

  • The new catalog was rich with very in-depth charts for most every product. Some of these would require tables with at least 15 columns. Large tables are very difficult to display on mobile devices and harder still to display in a size and format that is easy to read and does not require scrolling or turning the device to horizontal view.
  • We wanted the image-based menu to look good on desktop systems, and did not want to lose it to a simple mobile menu at tablet and mobile sizes.
  • The image-based menu would require dropdowns so that viewers would have direct access to the spefic product information they were looking for.
  • We needed dropdown menus to work for desktop, laptop, tablet, and smartphones. Since touch devices do not have a hover state for links, we needed to make the menu expand and contract when clicked, not moused over. This was a major consideration when it came to tablet users, because the image would present somewhat like the desktop version, but with no mouseover capabilities.
  • We wanted to preserve the image menus even in the mobile version if possible.
  • Having "sticky" always-on-top navigation is always nice when it comes to desktops and laptops - We wanted to find a way to do this for both the header and standard navigation, as well as the image navigation. We wanted to do this without these items completely consuming the available viewport. We also wanted the sticky image menu to not be sticky on tablets because of limited space.
  • For tablet users who would lose this sticky navigation, we needed alternatives, such as an easy way to return to the navigation and/or adding navigation also to the footer of the pages.

Our Solutions:

Web Design /Website Design for RotoDisc Cincinnati

Wide-open: The site design is based on the Brochure, but made for web, driven by Wordpress, with an image menu plugin for ease of editing the image-based menu.

Web Design / Website Design for Rotodisc Cincinnati

An Additional Consideration: For Desktop users, the image links display an instruction when moused over, letting them know that clicking will open and close the submenu (though the submenu will go also away on its own when no longer in focus).

Mobile-friendly Web Design / Website Design for Rotodisc Cincinnati

The benefits of using a plugin and not hard-coding this aspect: All of the above menu and Submenu items can be added, removed, or edited through the control panel.

Mobile-friendly Web Design / Website Design for Rotodisc, Cincinnati

Two Sticky Menus in motion: The Image menu slides up onto the header when the page is scrolled, and stays - leaving the most important items of both sets of navigation always at the top of the screen for easy access.

Mobile version of Web Design / Website Design for Rotodisc Cincinnati

Not so sticky: On smaller-sized screens not quite small-enough for the mobile menu the image menu items switch size to fall into three rows of three icons. The menu no longer sticks at the top so that content can be seen when scrolling.

Web Design / Website Design Tables for Rotodisc Cincinnati

Large Tables: These charts do not seem like they will fit well on a smaller screen... especially not on mobile, not even in landscape aspect. What can be done?

Mobile width view of Web Design / Website Design for Rotodisc Cincinnati

AHA! Jquery to the rescue: By rotating the table header text 90% and re-scaling those cells accordingly, we have a LOT more space to work with when presenting these tables on mobile devices. No scrolling necessary. Some strategic line-breaking in the product number column and Viola!

Mobile width view 2 of Web Design / Website Design for Rotodisc Cincinnati

The Mobile Menu: It seems as though the image menu has been lost... and that would be sad. ... but we can do better!

Mobile width view of Nav menu for Web Design / Website Design for Rotodisc Cincinnati

Huzzah!: There is that image menu again, not lost afterall.

Mobile menu of Web Design / Website Design for Rotodisc Cincinnati

The "Open/Close" Instructions: They are pointless here, because you cannot mouseover on a tablet or other mobile device, but they won't be seen for this reason. Plus: They are still handy if you like keeping your browser window very small.

Mobile menu view for Web Design / Website Design for Rotodisc Cincinnati

Tricky: Submenus on an image menu in a mobile menu. I can't think of any place I have seen this before - actually *many* aspects of this project were something completely new.

Mobile width view 3 of Web Design / Website Design for Rotodisc Cincinnati

Falling in line: Divs and most tables break apart - images set themselves to fill the viewport, and horizontal content becomes vertical in order to keep images large enough to view, also keeping text from being crammed awkwardly on the smaller screen.

Below: You'll notice the menu does not stick to the top in mobile view. Sticky menus on mobile, especially for sites with many pages, are not a good idea. If the menu extends beyond the viewport, and does not scroll - then the only part of the menu that can be accessed is the part at the top of the screen. This will leave visitors stuck and incredibly frustrated. You can in some cases make another scrollbar just for the navigation, but if it is not seen visitors will think they have arrived at a broken site and move on.

Mobile width view 4 of Web Design / Website Design for Rotodisc Cincinnati

Guide to Web Site Redesign by Cincinnati Website Design Company, Lohre & Associates

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Purchasing printed marketing communications.

Mon, Oct 26, 2015 @ 02:20 PM / by Chuck Lohre posted in Printing, Literature Design, Promotional Brochure Design, Industrial Marketing and Advertising Literature, Advertising Design

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There might not be as much printed marketing communications today, but it still plays an important role.

Printing is more of an art than science. Here are a few things to master:

  • Use high-resolution images
  • Properly prepare your high-resolution PDF files for printing
  • Select the right paper to showcase your beautiful images
  • Printing brokers are worth their weight in ink
  • Press checks prevent time and money consuming problems
  • Wrap your precious brochures in 25 piece packages so they don't self-destruct in a sales person's car trunk
Marketing Communications Printing Prep resized 600

Printing methods today are almost like high quality photography. Printing quality is based on how many lines per inch the small dots that make up images measure. Years ago 133 lines per inch was common, today 300 lines per inch is the standard. With photographs that have 600 lines per inch of resolution your photos will pop right off of the page. The detail will amaze your reader and really make a good impression of your product or service.

All the high resolution in the world will be lost if your files aren't prepared properly. Some common text editing and publishing programs may not be accepted by a high quality printer. Adobe's programs such as Illustrator and InDesign are the industry standard and will coach you step by step on the proper preparation of your files. Small files cannot make great printing.

Marketing Communications High Resolution resized 600

Great printing comes down to great paper. Most printers will use a number two grade paper if you don't request a higher grade. Higher grades of paper are smoother to render your high-resolution images. Higher grades of paper are whiter to bring clarity to your images. If you want to be environmentally responsible, you will want to use Forest Stewardship Certified (FSC) paper. FSC paper is only a few cents more expensive but the logging practices used to make the paper preserved the forest eco-systems where they were harvested. It takes tens of thousands of years for a forest to establish a symbiotic eco-system between the animals, insects and plants. Clear cutting a forest destroys that eco-system. Even if you planted the same number of trees of the same species, that will not bring back the insects and animals. They left when the trees were clear-cut. FSC forestry only cuts a small percentage of mature trees while preserving the smaller trees, under canopy scrubs and ground cover. Preserving the eco-system so the insects and animals can't tell the difference.

Printing is a mature profession. It pays to hire a professional to manage your printing requirements. You'll receive a competitive price, a high quality job, on time and shipped to save you in the long run. Sure you can purchase printing online but be careful. Test out providers and see their quality and delivery before trusting your annual report to them. Professional printing brokers, like Lohre & Assoc., have relationships with printing factories that only sell to professional brokers. What is the role of a professional broker? A professional broker is an individual or organization who knows the printing process and can be sure that the files are prepared properly, inks and paper specified correctly, and finishing operations are understood and communicated. Printing factories to the trade don't have the time to educate the general public and waste valuable press time. Anyone can learn the trade but printing job shops won't work for the public.

Marketing Communications High Resolution 2 resized 600

Press checks will save you more grief than you can imagine. We went to a press check last week and immediately realized that a varnish had been applied to the entire sheet. This feature wasn't in the client's graphic standards. Potentially, many issues might have resulted if undiscovered: placing blame, job delays, added costs and wasted paper and time. No one would be happy except for the paper and ink companies. Even though the job had been specified properly with the Customer Service Representative (CSR), a previous version of the specifications that were subsequently revised is what the pressman received inadvertently. It only took a few minutes to stop by the press during the press check and it prevented a ton of problems. Everyone was happy and the client never even knew.

Post-press processes are the final touches on your printed marketing communications. Don't let it become your downfall by not understanding the grain of your paper, how to score and fold, and properly packaging and shipping your finished product. We always wrap our literature in packs of 25 so when they are shipped or stored in a sales person's car trunk the vibration will not sandpaper the ink right off of the page. Industrial sales literature can last for decades. There is no sense in wasting any due to high moisture environments, dust, or vibration.


Creative marketing communications

Download our free guide to Creative Marketing Communications,

Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

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Water Efficiency:  Reader Survey, Industrial Marketing Review

Tue, Oct 06, 2015 @ 03:54 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Advertising, Marketing, Advertising, Advertising Design, Advertisement Design, print advertising, Advertising Agency

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Verizon - Very good ad with a real life photo of truckers. The message is a classic Call-To-Action with an eBook to download. Very well done.


Another great ad. Very clear headline, good photo and the copy gets right to the point about the guarantee. Directs folks to their booth and even social sharing buttons.


Starts out great with a clear metaphor of the dual nature of their business but then the copy says nothing except for a few buzz words. Sure it's pretty much impossible to actually use a testimonial but I would like to have one. At least an actual problem solution that demonstrates their capabilities would be better. With real numbers and real results.


It's very hard to have an attention getting ad without a human or an animal in it. It would have been better to put a fish in the glass. What is chlorsulfonated polyethylene? It's an honest question this ad should answer.

 
I take it back what I said about Burke. This ad is informative and doesn't have an animal in it. Good invitation to the product launch and a convincing story. A lot packed into a small package but it works. Good job, Crane.


Oh boy, "Settle the Fuck Down!" It's not even a metaphor for their process. Or so complicated I don't get it. Great photo and an easy to understand process that replaces flocculant. Why not explain it? They start in the fine print.


A branding ad with the name in the headline. Why waste the space? What does Aerostrip mean? Air-O-Strip? Strip-O-Air would be better. The copy begs for some actual detail about how it saves money and time. Is the floor mounting patented? 


If you can't say anything but your name at least show some projects. Some capacities or details of the photos would be nice.


Everything works great. I'd just like to know the guy's name and contact info, I'm ready to learn more. The promised application examples aren't on their web site.


Good information for applications. I guess the ad is dual purpose for manufacturing ideas and for membership. Pick one or the other, if you can.


What's the use of such a milk toast ad? Like logos on a Nascar? At least BASF had a slogan, "We don't make the products, we make them better." Better off using the cost of this ad to sponsor industry association meetings. They could use it. At least their local rep could get up and say a few words.


Nice informative ad. I like the story they tell and the clear product definition and illustration.


Good basic product ad. Begs to be online with the video link. I thought I was going to get a good demonstration but instead I got a long funky web page. Still don't understand how it eliminates a welded flange.

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