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Using Facebook to Promote Business to Consumer Sports Marketing

Mon, Oct 26, 2015 @ 01:57 PM / by Chuck Lohre posted in Social Media, Internet Marketing, Business to Consumer Marketing, Business to Consumer Advertising


The folllowing article was published in October, 2015 SOARING Magazine. It is a report on the use of Facebook video posts to promote the sport.

2015 US National Sports Class Contest Report Caesar Creek Soaring Club, Waynesville, OH June 22 to July 3, 2015

This year’s Sports Nats’ report is flavored by tracking the popularity of Facebook posts during the contest. This was the first time so many videos were posted relating to day-to-day activities at a National Contest. I uploaded and posted to SSA’s Facebook page during the day and then embedded them into official SSA report in the evening.

Facebook_Stats Business to Consumer Marketing

This chart shows Likes (top line), Shares (second highest line), Comments (lowest line), and 30 Second Video Views (shaded area) on the SSA Facebook page during the contest June 22 to July 3, 2015. The graph shows the big increase in Likes during the two National contests that were going on simultaneously. A photo posted from the Hobbs, NM, 18-Meter and Club Class National contests, caused the huge spike of Likes near the end. The shaded area, At least 30 Second Video Views, graph, best shows the increase in traffic caused by the Sports Class Nationals. I was the only one posting videos.

Because Facebook videos were viewable by everyone in SSA reports, you didn’t need to be a Facebook member to view. Perhaps folks got used to the posts over time. I must admit we were pretty much making up news because there wasn’t much flying going on. We didn’t even have good enough conditions to make it an official contest. It was easy to take short videos and post them to the SSA Facebook page during all the activities. Even in the cockpit ready to launch. Take some video, launch the Facebook app on your phone, input a caption, attach a video and hit post. For the formal reports on the Contest page, copy the embed code and paste it into the html code field. You’re done in a few minutes. Please give me a call or email for help. I’d like to see more live reporting. It gives us a great way to get to know the soaring community and maybe some of the videos will go viral (like the Hobbs’ photo) and we’ll attract more pilots to soaring. It’s fun and easy with advanced smartphones.

Logo Business to Consumer Marketing


My theme for the contest logo that I designed was about the ships. The craft are roughly lined up, left to right, top to bottom, in order of handicap. The weather prediction was so poor that some contestants didn’t even show up.

489 video views – Monday, June 22, First practice day

957 video views – Tuesday, June 23, Second practice day

10:02 a.m. “Jim Lee, 1999 U.S. Hang Glider Champion, tells us what sailplane pilots can learn from hang-glider pilots.” Contestants: Jim Lee, Steve Arnst, Wally Barry and CD John Lubon come from the hang-gliding hobby. Jim shares that hang-glider pilots are immersed in the thermal and can sense subtle temperature difference and smell the thermal. That could be toxic gases from a local steel mill or the pungent smell of manure! Normally it’s the smell of dirt. Jim learned from those experiences needed to circle very tightly to stay in the thermal core, so that was his advice to sailplane pilots.

Jim20Lee2 Facebook_Stats Business to Consumer Marketing

Jim Lee was US Hang Gliding Champion in 1999 and on the winning US World Team in 1993. Photo was taken at the Monte Cucco, Italy, world championships. Jim is flying a Wills Wing Fusion glider, and his harness is a carbon fiber pod that he designed and built to reduce the drag of his body. Jim won our unofficial Sports Nationals.

11:53 a.m. “Don Kroesck, DK, loves his new LAK 17bfes with a nose mounted sustainer engine.” “I like the confidence of exploring the far reaches of the task area and not being concerned about getting back home, plus the benefit of having a 50:1 glider one second to having a sustainer after three switches but always still having a great glide ratio, Don shared.”

1014 video views - June 24 Task: 2 hr MAT (distance from Caesar Creek Soaring Club) 10-Clinton (13 miles to the east)

June_24_Most_popular Facebook_Stats Business to Consumer Marketing

4:50 p.m. TOP VIDEO posted after landing, “Tow plane just took off to get a down pilot at the Sports Class Nats. Gaggle of gliders from above right over Caesar Creek…” This was the most popular video viewed. Everyone must love videos of gaggles.

Jim_Price_IMG_4572 Facebook_Stats Business to Consumer Marketing


Jim Price provided this photo of the beautiful day June 24. In the end it wouldn’t be a contest day. We missed by the slimmest of margins, conditions just too low and soft.

654 video views - June 25, Rain today. 2:16 p.m. TOP VIDEO “Sports Class Nats launch (6/24) is half over. 2500 agl barely a knot reported. Notice the double ice crystal halo around the sun.”


2:23 p.m. Joe Jackson’s land out photos posted, 15K reach, 3.1K post clicks and 198 likes. This indicates photos are still a great thing to post.

At the pilot’s meeting, Hank Nixon, OH, ASW-28, gave Second Place Finisher Manfred Franke, HF, LS-3A, the Razors Edge Award because yesterday he finished just 50 feet above the finish cylinder and only 150 feet over minimum distance but we still didn’t make a day. Tom Holloran, TWH, Mini-Nimbus c, won the unofficial day. Here’s how he did it, “Good flight, strange start, everyone sneaked to Green County and then started for Clinton County, went over Caesar Creek Lake and hung out. Henry Retting, R, Discus 2b, took off first but we hung around until it got better, went to Clinton County, headed for the sunshine and to Lebanon, had more time so went to Harveysburg, Flea Market, Clinton County again and back to CCSC. Fun time.” But none of it mattered since 20% of the pilots that started didn’t make 40 miles.

221 video views - June 26, Sunlight just broke through the clouds at the Sports Nats' third day but there are thunderstorms to the West, which meets the criteria to call the day.

388 video views - June 27, 6:31 p.m., TOP VIDEO, “We did do some flying around the Sports Nats today. It was my, radio-controlled glider at the Caesar Creek Lake dam.”

786 video views - June 28, Posted 13 videos today, that may have been the reason this day got the third highest video view day for the contest, besides the fact that we finally got a contest day in. Henry Retting, R, Discus 2b, won the day. Task: 3hr TAT (distances from Caesar Creek Soaring Club) 43-Richmond, 20 mi radius, (40 miles to the northwest) 09-Clarksville, 10 mi radius, (16 miles to the west) 29-McIntosh, 10 mi radius, (8 miles to the southeast) Distance: 146.68 min, 86.72, 206.6 max

464 video views - June 29, Rainy and cold at the Sports Nats Day 6. Better luck tomorrow.

10:29 a.m. Henry Retting, R, Discus 2b, gave his success report, “Yesterday I had to say the whole day was a perfect day. I had a choice of two folks to help me put my wings together, all done, had a golf cart ready, towed out to the grid and someone was there to mark the spot, it went on from there. 7th to take off and had time to prepare, unfortunately didn’t connect right away, got down to 900 agl, did a jog to avoid a tow plane and hit a three knoter, climbed right back up, then things started to pop, conditions got stronger as the wind died down, clouds streeting, took them to back of first turn point Richmond, fast 80 miles back to Clarksville, hit the steel mill and got really good thermal to cloudbase, a few people there, down wind dash, second one back to McIntosh , went soft, cycling, shift to the north which developed into another cloud street, went to back of third cylinder, came home 6 minutes over. Advice, dialed in 4 knots to the MacCready and followed it. 

8:03 pm, TOP VIDEO, “We can only remember yesterday at the Sports Nats. For me it was one of the greatest soaring adventures ever. It might not look like it from my scores but it's evidence that my goals aren't the same as the others. Sure I like to go cross country but at a much more relaxed and conservative pace. If I had to do it again I would have tried to go a bit faster with a higher MacCready and explore the lift band some more but it wouldn't have been that much different. I had a ball!”

231 video views - June 30. The day was called. It looks better tomorrow. 10:32 a.m. Admiral Hank Nixon, OH, ASW-28, gave an interesting safety report about post stress decision effects and water landings. Always land with the gear down. And John Lubon, JL, ASG 29, mentioned to turn the master switch off if you think about it.

377 video views - July 1, Tom Holloran, TWH, Mini-Nimbus, won the day. Task: 2hr MAT (distances from Caesar Creek Soaring Club) 32-Moraine (17 miles to the northwest)
25-Lebanon (9 miles to the west) 19-Haines Rd. (7 miles to the north)

475 video views - July 2, the fourth highest video view day 8:36 a.m. TOP VIDEO, “360 view at cloud base Wednesday at the Sports Nats…”

10:44 am, “Day 9 Sports Nats - yesterday's winner, Tom Holloran, TWH, Mini-Nimbus, his report of his win July 1 and the prognosis for today.” Tom Holloran, TWH, with his new to him Mini-Nimbus C, tells us how he won the day yesterday at the Sports Nats. Pretty good for the seventh flight in your new ship! Tom hit a beauty right off launch, started out the northeast side, headed to Moraine, went to east over Dayton Wright on the way to Lebanon, went to next turnpoint then to Dayton Wright and Moraine again, then Green, then Clinton, then to Haines Rd. and back to CCSC.

355 video views - July 3 12:32 a.m. Frank Whiteley posts, Landout at Hobbs, 32.7 K reach 12:10 p.m. “Sports Nats is in the bag for this year. Thanks to everyone for participating and we look forward to seeing you on the grid next year. My article for Soaring Magazine will cover the few days we did fly but I'd like to also report on the new members of the soaring community. I met a lot of new pilots to the sport both coming back and transitioning. I think the sport has a great future and we'll help spread the word.” As for the final standings for the two day: 4th place Tom Holloran, 3rd Mark Culpepper, 2nd place Henry Retting, 1st place Jim Lee. It was sad that those beautiful trophies couldn’t be handed out and the contestants got no ranking points.

12:21 pm, last post by Chuck Lohre, “Ending on a pleasant note at the Sports Nats, here's a video of the great conditions last Sunday.”

I hope you enjoyed the new way of reporting. I got many compliments and inquiries on how I did it. Soaring is such a visual sport and easy to record. Our new unlimited bandwidth smartphones are bound to help us promote the sport to the small screen. Our 3,357 fans come from United States 2,421, Brazil 83, Germany 66, Argentina 52, Italy 49, Japan 47, France 41, United Kingdom 41, Canada 38 and so on. In conclusion 86 percent of the “Likers” on the SSA’s Facebook page are men, 20 percent are in the 45-54 age group.

Chuck_Lohre_IMG_4566 Business To Consumer Marketing

Contributor Chuck Lohre. Jim Price photo. Chuck is 4th Saturday Crew Chief at the Caesar Creek Soaring Club and his day job is running Lohre & Associates Marketing Communications. He lives with his wife, Janet Groeber, in Cincinnati, Ohio.

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Who has the Emperor's Clothes? Google AdWord Facts for Process Equipment Marketing

Wed, Oct 21, 2015 @ 09:38 AM / by Chuck Lohre posted in Internet Marketing, Process Equipment Marketing, Advertising, Business to Business Advertising, Business to Consumer Advertising, Internet Advertising


Process Equipment Marketing Google AdWordsSome industry watchers say Google is a modern day "Emperor's New Clothes" story. Everyone is so worried they will look stupid; they don't see the hypocrisy of AdWords. Here are ten reasons why. We're forced to use AdWords because our clients want to come up on top of a Google search no matter what. We try to encourage improving the page content, but that's more difficult than just paying for AdWords. That's even what American Express says in its book, "When Everything Clicks: Your Guide to Pay-Per-Click Advertising.


  1. Bounce rate 100 percent when the ad specifically says this is a sub-micron grinder. A human couldn't be selecting our ad.
  2. They change the algorithm to spend what you set, even if it's within 3 percent of what was spent if you didn't limit it.
  3. You set AdWords to "spend until used" and your ad displays throughout the entire day at $20.
  4. You change to "let Google balance your spend throughout the day" and in a few weeks, your ad doesn't display anymore and your budget needs to be increased.
  5. Your ads don't show when you search anonymously. Google says that's the way it's designed. You already didn't click on it the last time. This is even though you clicked the global symbol. It's because you have to select "AdWords will set my bids to help maximize clicks within my target budget," of course at the suggestion of Google. We refreshed ten times, and still our ad never came up.
  6. Your Quality Score is low, but you and two other companies are the only ones in the world that offer that product
  7. Your ad still gets clicked at 3 a.m. on Sunday, for locomotive train electrical resistors.
  8. You search on a company name in a dozen languages and get a similar search results number, whether the US or Estonia.
  9. There is no algorithm to suspend ads if you are ranking high naturally. Google says it's best practices to advertise when you are already number one organically. We think this is patently stupid.
  10. Why is Bing just about as effective but only ten percent of the cost of Google?
  11. Why doesn't Google give agencies a commission on sales? There is no alternative. How did this happen? Early printing was managed by a monarch. Millennia later, airwaves were regulated and licensed. But the Internet has no watchdogs. Churchill nailed it: "Never was so much owed by so many to so few."

But all isn't so wrong. This is just because common public interest algorithms don't meet typical engineering search criteria. The search engines do a good enough job for our job. I've just pointed out most of the odd problems

All is not lost. Retailing tycoon John Wanamaker once said, "I know that half of my advertising doesn’t work. The problem is, I don’t know which half." Best to focus on being creative and great content.

Technical content to support your marketing efforts doesn't have to be rocket science. Download our free content guide that is based on fundamental Masters of Business Administration principals, "The purpose of a company is to create and retain customers."

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

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2015 Green Marketing Home Tours

Sat, Jan 03, 2015 @ 09:44 PM / by Chuck Lohre posted in Cincinnati, Business to Consumer Marketing, Business to Business Marketing, B2B Marketing, Cincinnati Advertising, Business to Business Advertising, Business to Consumer Advertising, Cincinnati Advertising Agency


Cincinnati Green Home Tour

Jan 17

Gaitan Residence
Green Home Tour
10 am till Noon

Paul Gaitan has created a wonderful brand new Cincinnati row house in one of the most desirable locations
near Washington Park. Come join us for this first of eight tours scheduled for 2015. Limited to 20 guests, contact Chuck Lohre, chuck@lohre.com, 
513-260-9025 for a reservation.

Wright Residence Green Home Tour

Feb 21

Wright Residence Green Home Tour
10 am till Noon

Heather and James Kinsman of the Nov 2014 tour encouraged architect Edward Wright to share his update on Mid-Century Modern
and LEED home in Northside with us. Limited to 20 guests, contact Chuck Lohre, chuck@lohre.com
513-260-9025 for a reservation.

Cincinnati Business Courier and USGBC Green Business Awards

Mar 5

Cincinnati Business
Courier and Cincinnati
Chapter of the U.S. Green Building Council - Green Business Awards

They have included hundreds of sustainable organizations in the Tri-State. Learn more at USGBC Cincinnati.

Nutter Residence Green Home Tour

Mar 21

Nutter Residence
Green Home Tour
10 am till Noon

One of the leaders in sustainable design in the Tri-State. We have had many student tours at the home and always learn new things about how high performance homes perform and their care. Limited to 20 guests, contact Chuck Lohre, chuck@lohre.com,
513-260-9025 for a reservation.

Gaitan Green Home Tour

The Gaitan Residence is on track to be a LEED Silver home. Tour: Sat., Jan 17, 10 am to Noon - Free, Max of 20 people, Registration required, email chuck@lohre.com or call 513-260-9025. The home is located in the Cincinnati neighborhood of Over-The-Rhine. Address will be provided when you register.

Attendees receive a great swag bag including info about the local U.S. Green Building Council's Green Living Member Circle, Greener Stock, Building Value, Being Green in Cincinnati, Park+Vine, Big Ass Fans, Gilkey Windows, Cincinnati Metro, Rumke Recycling and raffle chance for items from Method Home, Cresbi Crate and more.


Hi friend,

We're offering eight 2015 sustainable home tours in the hope that a community of passionate individuals will come together and promote green building in the Tri-State through the local Chapter of the U.S. Green Building Council's Green Living Member Circle. Here are the other tours for 2015:

• Apr 25, 9 till 11 am - Imago for the Earth Conscious Community, Price Hill, Cincinnati, OH
• May 16, 10 till Noon - Boulter Residence, Frank Lloyd Wright Architect, Clifton, Cincinnati, OH
• Sep 12, 10 till Noon - Fritz Residence, Sun Sugar Farms, Verona, KY
• Oct 3, 10 till Noon - Fischer Residence, Milford, OH
• Nov 14, 10 till Noon - Brad Cooper Tiny Home, Cincinnati, OH

Go to Green-Cincinnati.com to learn more, Limited to 20 guests, contact Chuck Lohre, chuck@lohre.com, 513-260-9025 for a reservation.

Sincerely, Chuck Lohre

"There's no such thing as a free lunch . . .,"Krista Atkins Nutter, Architect.

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The New/Old Personalization Craze in Industrial Marketing Ideas

Mon, Feb 03, 2014 @ 10:51 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Process Equipment Marketing, Business to Business Marketing, B2B Marketing, Business to Business Advertising, Business to Consumer Advertising


As much as things change, the more they stay the same.

Industrial marketing has many times been a buyer persona of one. When you're selling a multi-million dollar mining operation, the resources of many company professionals work together to make the sale. But not all of our clients are like that. Some sell resistors which have unique markets that could care less about each other. Others sell processing equipment, and sometimes they tried to get their regional reps to sell to all of their markets whether they were in the food industry or the chemical industry. It has never worked. You can't take an expert in selling to the candy industry and put them in the plastic industry. This is where the new customization in website content to the visitor comes into play and mimics age old sales techniques used in industrial marketing.

New computers and search algorithms are so fast that as soon as a visitor comes back to your site, your web site can remember what they did the last time they came to your site and start them off at that point rather than starting them off at the home page again, and again, and again.

Thanks toSilverPop Industrial Marketing Ideas Target Media's post on the subject from SilverPop for retail, Today's buyers are tired of marketing content that's irrelevant and inconsistent across channels. But most companies lack the means to capture cross-channel buyer behaviors and use them to trigger personalized messaging."

The first thing you need to do is learn what are the top pages on your site and the most important ones for individualization. Our most visited page beside the homepage and our blog is our "Services" page, that's not much help. From there it's our "Green Building Services" page. Next, it's our "Employment" page and finally our "Editorial Calendar and Public Relations" (PR) page that is the most popular. We'll focus on the two major subjects that represent our core capabilities: Green Building Services and Media Placement and Public Relations.

Green Building Marketing LipsSecondly, you need to learn what those buyer personas are interested in. For our Green Building Services, it's persons wanting to intern with us and to work on our U.S. Green Building Council Leadership in Energy and Environmental Design (LEED) projects to get the experience required to sit for the test. We can also see that they are reading the blog posts placed on those pages. Now we really don't need to do much more with the Green Services because we average two intern applicants a week wanting to apply. And about one or two project owners wanting some consultancy about green building. Our problem is making our services profitable. Currently we only take on exceptional interns and sustainable green building projects that are "extraordinary" in their sustainability. It keeps us up to date with current trends. What we really need to shift the focus to, is Green Building Marketing for sustainable building materials. We can target those by the consumption of those blog topics.

Process Equipment Industrial Marketing IdeaOur other target market or buyer persona is our "Process Equipment Marketing" page and whether they were sent there from the Editorial and PR pages. To encourage those visitors we need to continually research and blog about the changing face of media, trade shows, internet, sales representatives, industry associations and company goals. One of the most pertinent things I've seen recently is tying the telephone to the internet, email, print advertising, trade shows and public relations; 90% of your contacts from media just pick up the phone and call. If you can track that, you can optimize what you're spending. That will be the subject for our next post.

If you liked this post, you may also like, "Create a Customer Path with Website Marketing Communications."

Industrial Marketing Website Content Book

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Rocking Industrial Marketing Advertisements

Mon, Jan 06, 2014 @ 10:33 AM / by Chuck Lohre posted in Industrial Advertising, Technical llustration, Industrial Marketing Advertising, Business to Consumer Marketing, Business to Business Marketing, B2B Advertising, Advertising, Advertising Design, Business to Business Advertising, Business to Consumer Advertising, Advertisement Design, Advertising Literature, Advertising Agency


How do you break through the clutter? Literally. That's our problem as we commence a new campaign for the mining business. Here'a a peek behind the creative process.

Art Dickinson Industrial PhotographyAt first we thought some great photography of their employees would stop everyone on the page. Photos of people are always effective in that respect. Even if the person's face is no larger than a postage stamp, eye-tracking software proves it makes viewers stop and look. But we're not the only creatives to note that -- it's why there are (reliably) a dozen or so such ads in every industry pub. Besides, trying to get the client to use employees is difficult. Conventional wisdom holds you don't want to promote employees for fear that they will want more money. Or worse, letting them get the idea they're indispensible. Testimonials from customers are better but don't hold your breath if your under deadline. Photo courtesy Art Dickinson Photography.

Creative Commons Industrial MarketingWhat are some other, stop-you-dead-in-your-tracks visual attention getters? Babies, dogs and scantily clad women tend to work for the roughneck set, but we don't care to go there. Recently we got involved in using Inventor and Light Wave to produce some 3D technical drawings of equipment. It inspired us to think about using the technology to use a cutaway of the machine and show how it operates. Then the question is: Does an overall picture of the machine tell the viewer instantly what the machine is good for? It's sort of like looking at a sports car versus a dumptruck. If you're selling either and the viewer is looking for that product, they will look at your ad. That's why a product line ad illustrating your product range, is normally a safe idea. Not particulary attention-getting, and actually very boring.

Thanks to Creative Commons for the photo.

Industrial marketing illlustrationSo what about an extreme closeup? Showing the technical details of how the machine works? If so, how would you make that interesting? There's a new smartphone app, Ateva, that allows you to look at a two-dimensional page and up pops a 3D object. The app is programed to identify the photo and then serve the 3D image through your tablet or smartphone. The viewer can move the phone around the page and see the different angles of the 3D illustration. We think that this just might be the ticket to getting attention. Thanks to Powder Bulk Engineering magazine for the image on the left, which could be very entertaining to rotate and zoom in on. We particularly like including a person in the illustration. But a machine cut-a-way is not personal enough to persuade. To persuade you need to strike the problem nerve.

rock and hard place 300x199What problem are you solving? What problem does the viewer have? It may not be the operation of the machine. In one recent example, the problem the customer had was the machine's size. Would it fit into the allowable space? "Between a rock and a hard place," could be a good headline for this example. And an illustration could be memorable and hopefully sharable, by poking some fun at it. A rock 'n' roll guitar plus a steel plate?  Dwayne "The Rock" Johnson paired with a diamond? On second thought, these ideas don't shock enough. The germ of a good idea is in here, contrasting items just have to tell the story of not fitting in. Or in this case, just fitting in. Thanks to Embracing My Journey for the photo.

In this example, the machine had a close fit in an underground mine. That's one of the reasons it couldn't be too tall -- it wouldn't fit in. How about a headless miner plus a punny header? "We're working hard to give you more headroom!" Or, "Let our Mega-Slam give you more headroom." The number one thing our client is known for is practical applications of these machines. This is a perfect example of that skill. If we can use the visual to tell these two stories, we'll have a home run. Practical knowledge, plus the right size for the huge capacity the customer wanted. "Fitting ten pounds in a five-pound bag,"

If you liked this post you may also like, "How to Create Emotional Marketing Communications."

Creative marketing communications

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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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Maximizing Search Engine Optimization: The Gift That Keeps On Giving

Fri, Dec 13, 2013 @ 01:20 PM / by Lauren Campbell posted in Green Marketing, Inbound Marketing, SEO - search engine optimization, Internet Marketing, Industrial Branding, Marketing Strategy, Business to Consumer Marketing, Business to Business Marketing, B2B Marketing, Marketing Content, Business to Business Advertising, Business to Consumer Advertising


Top four things you need to know to maximize search engine optimization: 

  1. Importance of page load time
  2. Importance of providing educational/informational material
  3. Importance of written content on your website
  4. Importance of linking to other sites

Optimizing your website for search engine rankings can be a daunting task. There are a lot of components that go into search engine optimization (SEO) and sometimes making sure that you have all the components is the most difficult part. When people begin dropping terms like meta-description, web crawling, analytics, etc. most people want to bury their head in the sand, too overwhelmed to handle such terminology, let alone the processes needed to meet such criteria. Putting this information into layman terms not only helps the individual in charge of incorporating all the components but also benefits the end users of the website. The high search rankings and SEO that follows is really just an added benefit, not just for you the creator, but for the individuals trying to find what they are looking for. 

Importance of page load time

It is important that the content of the page loads quickly. This is a key factor in SEO and is crucial to popularity. Google takes page load time into account when recommending websites and let's face it, no one wants to sit and watch their page load, they will just move onto another choice, one with faster load times.

describe the image

Importance of providing educational/informational material

An educational feature offered on a website, for example, a product demonstration video, a PDF with detailed information about your product, etc, is important. Offering visitors the ability to view products and how to properly use them is a user-friendly facet that can drive internet traffic your way and help establish credibility with first time visitors. This informational and educational aspect is vital in the current internet market and offering it separates your website from the rest of the websites online, especially if you operate in a very technical industry. Most individuals will not know your industry's terminology or how to use elaborate machinery, offering a video demonstration and/or educational and informative literature, in addition to putting it in common language for first time users, is key for them to digest what it is you are offering. This may also motivate visitors to share your page, information, videos, etc. with other people who may not be familiar with your topic or industry, but want to learn.  

Importance of written content on your website

You also want to make sure that your website has a lot of verbal content. Pictures of your product are great, but if there are no key words or product descriptions, then there is no way for a search engine to crawl your page; after all, web crawlers seek out words people are searching for, not images, at least not yet. By introducing more detailed information about the products, search engine optimization will grow. The use of general keywords also needs to be incorporated in order for general product searchers to find your website; by optimizing your website for more commonly used phrases higher quality traffic will emerge, leading to more qualified buyers.

Picture 9It is also beneficial to introduce more informative content that aids end-users in finding the right product for them. A description of the product, information about what the product is used for, and some background information on the company who makes the product would help web crawling criteria and assist in a more optimized search, while also providing your visitors with valid information. This should also be incorporated into your home page so that the home page is crawled by a search engine and specifically surfaces during a search. However, with the detailed descriptions, caution must be taken. If the description of the product is the same as the descriptions on other websites, competition for that search grows. It would be recommended that the descriptions of products be tweaked, key words and phrases be incorporated, and links to other similar products you offer be introduced to those descriptions.

Importance of linking to other sites

funny seo comic resized 600

Linking to other pages is also helpful and increases search engine ranking. Don't be stingy with your products, offering visitors/customers other options shows them that you want what is best for them and again establishes credibility. This develops a rapport with your visitors and they are more likely to visit again.

Search engine optimization can be very tricky to master, especially because it is ever evolving. Adhering to these few tricks will help you become more familiar with what is required to keep your visitors returning and endorsing your product.

 If you like this blog, you may also enjoy: 

Why Blogging is the #1 Marketing Communication for Sales Leads


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Why Blogging is the #1 Marketing Communication for Sales Leads

Wed, Mar 27, 2013 @ 02:36 PM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Industrial Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Technical Writing, Industrial Marketing Content, Marketing Content, Advertising Design, Business to Business Advertising, Business to Consumer Advertising, Content Creation, Cincinnati Advertising Agency, Advertisement Design, Advertising Literature, blogging, Advertising Agency


Writing is the primary basis upon which your work, your learning, and your intellect will be judged.

Thanks to Marquette University.

The internet is based on the written word. A system based on visual images is coming up fast but it's not here yet. So until then we must deal with the written word. Google's search algorithm is based on being able to search quickly through related words. You can start at the beginning and go through any list one at a time or you can break up the deck of words into stacks and search each one at the same time. Another method is to follow the connections between cards. But it's all based on the relationships between words. I learned about Google's algorithms by taking the Algorithms Design and Analysis Part 1 Course offered by Sanford University.

Marketing Blog Communication Leads resized 600
Customers' want accurate information on the products they are considering purchasing, a marketing communication blog can fulfill that need. Thanks to Hubspot.

The future of marketing is a customer calls and is ready to buy. They have already done their research and have decided on whom they are going to work with. You!

Marketing Communications for Consumers

This illustration isn't for industrial marketers but you can replace Pinterest, Instagram and Foursquare with the industry blog, association and continuing education. Don't forget about them. Thanks to SocialMediaToday.

"I thought great content led to connections, but really, it’s the other way around. Feeling like an idiot, I decided to give it a shot. I wrote about the same topics. My writing didn’t improve at all. I promoted my posts in exactly the same way. The only difference was I made some friends with popular bloggers first, and then I asked them to help me promote it. Here’s what happened: Within one month, I was averaging 1000 visitors a day from StumbleUpon, Delicious, and Digg. Why? Because I got to know Brian Clark, and he connected me with social media power users who promoted my posts," thanks to Guest Blogging Jonathan Morrow.

LinkedIn Mapping Marketing Communications resized 600

LinkedIn Labs, InMaps shows you your network. "What do the different colors means? We assign colors based on how all of the people in your network -- such as people you went to school with, friends or colleagues -- are interconnected. Our algorithm looks at your graph of connections and finds up to eight common groups. The denser your network is (plus, the more of your connections who are also connected to each other), the better the algorithm is able to differentiate. We don’t use any other information like groups, companies or shares to group people by color - we just look at your network structure. Use your mouse-wheel or the + and – buttons to zoom in your map. An individual's name only appears when you zoom. You can also mouse over nodes to reveal names and headlines. When you click on a node, it loads the individual's information on the right panel and highlights their connection on the map." My network is pictured above with one of my connections selected.

Writing plus sharing equals marketing communications.

"As a blogger, I do have one thing in my mind regarding the blog posts. Blog readers should share the blog posts on social networks wherever possible which we don’t see very often. As most of you know, social media sharing has greater impact on search engine optimization and social shares of your article would definitely improve the overall buzz of your blog," thanks to Pawan Bawdane.

"A new era of digital communications has opened an array of new channels that businesses can use to educate, enlighten, and engage audiences. Enterprises, both large and small, across the globe are embracing these news channels and using them to better communicate their narrative and control their storytelling in order to win visibility, cement alliances, build relationships, drive sales, and ultimately better connect and influence the decision makers who purchase their products or services," thanks to Greg Matusky.

It's not enough to just write a 600 word blog twice a week. You need to cultivate a group of like minded bloggers and promote each other. The internet is like an ocean. You can't treat it like a neighborhood pond. There's nothing wrong with that and that is what most of the internet is for many companies, a small world of just employees, reps, customers and friends. But if you are going to reach out to the U.S. or the world, you are going to have to learn to leverage the internet capabilities to do that. Welcome to a brave new world. It's fun.

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Industrial New Product Introduction Marketing Communications Part 1/2

Industrial New Product Introduction Marketing Communications Part 2/2



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Industrial New Product Introduction Marketing Communications Part 2/2

Fri, Mar 01, 2013 @ 10:37 AM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Public Relations PR, SEO - search engine optimization, Industrial Public Relations PR, Branding and Identity, Business to Consumer Marketing, Business to Business Marketing, Business to Business Advertising, Business to Consumer Advertising, Cincinnati public relations


Now, with all your ducks in a row, it's time to get up on a soapbox!

Internet marketing is now called inbound marketing
The most successful established companies in business-to-business marketing utilize the Internet to extend and complement their current marketing methods. For example, by using the Internet to move important marketing, product, and sales information more quickly to interested prospects, a company can shorten the time it takes for a prospect to make a buying decision, thereby shortening the company's sales cycle. Write technical articles or presentations for the trade and publish these articles on your site. Include a contact form with opt-in request. Send out a quarterly newsletter to those contacts that opt-in as a willing recipient. Have visitors sign in for access to download your value added information. Forward those sales leads to your salespeople. Ask the visitor what sources they use when purchasing your type of product. Spend more of your budget on those media. Start with an informative site that educates your viewer. Follow up with customer services that make it easier for your customer to do business with your company.

New Product Intruction Marketing Communications 3 resized 600
These eye movement images shows where the viewer is looking on the search engine pages.

  • Run modest web site advertising programs with Google (AdWords),Yahoo (Sponsored Results), Facebook and LinkedIn.
  • A telltale sign that an ad generates good sales response is the fact that it repeats, month to month, in every issue of a publication.
  • Smaller, inquiry-generating ads run by trade, industrial and business-to-business advertisers prove this point, and pay their way by generating sales response, not merely brand awareness, with every placement.
  • To maximize the cost, impact and coverage of your new product introduction advertising program, run the largest fractional ad your company can afford, with a minimum three-time placement schedule in the two top publications.

Public Relations
The guiding principles of successful business-to-business public relations programs include seeking high-quality editorial coverage by making news announcements only when your company has "something to talk about," and thinking of how your press release or announcement will be perceived by the writer or editor at the trade publication. Since "hard" news events occurring in your company, such as new product announcements, have the highest chance of receiving coverage in your field, they should be the focus of most of your PR planning efforts.

Direct Mail Marketing Communications resized 600
This advertisement had a business reply card added to the bottom and tri-folded into a letter size direct mail piece. It was a survey mailed to their customer list. They received a 20% response. Typical for customer mailings.

Direct Mail
  • The most important part of any direct mail project is, by far, the mailing list used for the project.
  • The "quality" of the names on this mailing list i.e., their propensity to become purchasers of your company's products determines the ultimate success or failure of the mailing.
  • Even a poorly-written or implemented mailing piece stands a better chance of being successful if mailed to a top quality mailing list; however, the best mailing piece mailed to a poor-quality mailing list is unlikely to generate adequate response.
  • Alternative marketing options, such as print advertising campaigns, often generate far less response compared to making the basic changes often necessary to correct a poorly performing direct mail program.

Follow-up phone calls made by sales reps to prospects who have recently received the company’s direct mail packages are often a necessary step in the sales process for many companies in business-to-business markets, and underperforming direct mail projects will often require additional follow-up contacts by the company’s sales reps to boost mailing response. Some say that it takes up to 11 contacts to close an industrial sale. So if they are real prospects, that have a need and a budget, stick with them!

Trade Show Display Marketing Communications resized 600
Simple visuals that back up your benefits will communicate your message quickly. The average person has an attention span of 8 seconds.

Trade Shows

Just as prior sales experience is a major advantage in a marketing manager’s professional background, getting live “face time” by talking with prospects and customers at the trade show provides invaluable response that helps marketing managers improve their company’s marketing program, by helping marketing managers improve the sales copy, presentation, and targeting of their marketing program. Booth locations that directly face the show entrance at the front of the show floor are the best locations for your tradeshow booth because they attract interested show visitors early, prior to visiting other exhibitors’ booths.

A sale is the bottom line
  • Salesmanship is always the most important element in the development of marketing projects.
  • It is the catalyst that makes every aspect of marketing deliverables effective and persuasive in the market from copy and design to layout and production.
  • The role of creativity is to serve the salesmanship that determines the product’s key sales benefit, positioning and call to action.
  • Creativity also plays a role in the downstream aspects of copy, design and layout for marketing deliverables, but always works in service to salesmanship.
  • Underperforming ads, mailings or other marketing deliverables are most often caused by poor presentation in deliverables, poor execution of marketing projects, incorrect prospect targeting, wrong allocation of marketing costs to underperforming media and methods, and other problems directly related to the marketing program.
  • The genesis of these problems usually stems from lack of leadership and poor management on the part of marketing managers in supplying outside ad agencies with the essential direction in copy and strategy required to drive the process of creating, developing, and executing successful marketing projects

If you don't succeed at first, try, try again. It's better to light a candle than curse the darkness.
In many instances, the result of a marketing program for a start-up or new product launch is neither a success nor a failure. Ultimate success is determined by your mindset. The measures you take to assess the causes of poor sales response and the steps you execute to correct the problems identified by the results of the marketing communication are key. Smart marketing managers realize they must be alert to detecting the clues from these first efforts - such as copy changes, media selection or better prospect targeting - that can yield better results on the next implementation. Prior research, or market surveys usually do not reflect the actual reality of sales response to a product, and are never a substitute for - asking for the order - in live advertising, mailings and other hard dollar marketing projects. The need for “branding” and brand reinforcement generally applies to those kinds of companies who can afford to implement massive saturation advertising campaigns to gain incremental market share in very large and mature markets. The importance of “branding” as a goal has been grossly overstated for small and mid-sized companies selling their products in industrial markets and is often a costly distraction from the far more important goal of using effective salesmanship and clear, persuasive presentation in company marketing projects.

  1. “You and the Law,” Editor: Henry V. Poor, Assoc. Dean, Yale Law School
  2. "Marketing Skills Assessment," Author: Rick Kean, Director, Business Marketing Association
  3. “Diversity in the Workplace - Unleashing the Power of a Multi-Generational Workplace,” Author: Janice Urbanik, Construction Process Solutions, Ltd., Global Lead Management Consulting
  4. “NPCA Plant Certification Program,” NPCA Web Site•"10 Rules On Creating Business-To-Business Ads," Author: Ed Lawler, Professor Northwestern University
  5. “How to Write a Case History,” Editors “Powder Bulk Engineering” Magazine

Industrial New Product Introduction Marketing Communications Part 1

Creative marketing communications

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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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A More Reserved Internet Marketing Strategy

Thu, Jan 24, 2013 @ 10:17 AM / by Chuck Lohre posted in Business to Consumer Marketing, Business to Consumer Advertising


Not every company continually needs to run to the digital street corner and grab some more customers.

Some of our clients sell quarter-million dollar aircraft and there is a whole different strategy to selling high tech or extremely unique equipment.Inbound Marketing Strategy resized 600

The illustration above (thanks to Hubspot) shows the same steps as a traditional web site, but the words in the circles would be different for a high end product: players, winning teams, new competitors, satified customers. I'm speaking here about racing aircraft, or the world's largest water pumping equipment. One is about high-performance technology and the other is about critical municipal infrastructure. You really don't have "strangers" in those markets.

Equipment Marketing resized 600

Let's take the case of the municipal water pump industry. The client came to us with a site created in 1995. A text site. It is a pumping system that is a direct replacement for an existing well know technology with very specific model numbers. We quickly understood that if we used the model numbers to identify the parts in a traditional Search Engine Optimization (SEO) programming system the site would be a success. It was wildly successful! And that was 5 years ago. Besides a regular advertising campaign in the single technical journal that's all they need. Now, they get calls from all over the world from their site. We did such a great job that the client just called last weekend and refferred us to another client to help them with their site.

EasternSailplane resized 600

The second example is for racing aircraft. It's 100% about performance, race results and durability of the aircraft. There are only five competitive manufacturers in the world for this class. Our client, a dealer, service center and aircraft repair facility, covers North America. The biggest marketing effort they made last year was to manage the world competition event. It's a month-long party for 1,000! The exposure, personal presence and knowledge shared and learned at such races is the heart and soul of the business. The web site we manage for them offers on the front-end a sophisticated reporting on national races and the introduction of new models and enhancements of current classes. The back end is an ecommerce site for the sale of all the many items needed to maintain a racing team and aircraft. Finally, we cover the repair services offered. All those racing aircraft from days gone by are flown by your average weekend pilot today and there are always are those dings and scratches that need repair.

Clean design and professional copy are the most timeless things you can attribute to these types of businesses. Just look at Porsch or Ferrari literature. For the industrial side, look at General Electric, they serve the world. For our aircraft client we get our images and context from the manufacturer. That and some clean design does the trick.

Schleicher Eastern Sailplane resized 600

Social media has been a perfect spot for the aircraft racing community in North America. There are many of our aircraft owners on Facebook and there is another social media blogging site that we have signed up to contribute to.

So in conclusion, in marketing it's what works that's important to focus on. It's just so much fun today to have the search engines that can help someone in the Congo find a critical pump. This tool didn't exist 20 years ago. Racing is a different animal, marketing needs a nice presence and a sympathetic ear. And pilot's aways like to look at pictures of their babies so I focus on posting racing news, photos and videos.

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