Gravel Batteries - As green energy proponents address its intermittent nature, good old-fashioned gravel may provide a solution.
Renewable energy is becoming more and more popular these days. We recently jumped on the band wagon and had solar panels installed on our home in Anthem, Ariz. On average, we have 299 sunny days per year, so it is a pretty darn good investment.
The down side to energy from solar panels and wind turbines is their on-off nature. When the wind stops blowing or the sun stops shining, the energy production stops. That is not a problem for us, because we are still connected to the grid and can get power even when the sun doesn’t shine. But believe me — they know how to charge rate payers who have solar!
In order to make solar and wind commercially viable, there needs to be some method to store excess energy production for use when there is no sunshine, no wind, or during peak demand. Electricity cannot be stored easily, but construction of a new battery gigafactory in the United States, as well as other high-tech methods on the horizon, may be part of the solution.
While we wait for new technology to catch on, there are some pretty good solutions already in place. Some environmen-tally friendly methods use — you guessed it — gravel. In terms of supply chain, handling, and construction, few materials are as cost effective, easy to obtain, and simple to use as gravel.
The most common method to store energy is pumped hydro storage. During excess solar or wind production periods, water is pumped uphill into a reservoir. During low or non-production periods, the water flows down through a generator to a lower reservoir. Very simple; very easy. However, hydro storage takes up a lot of space. An idea is being batted around where the water and reservoirs would be replaced by huge buckets filled with gravel. Excess energy produced will be used to haul the rock uphill in a ski-lift kind of contraption. When energy is needed, gravity will carry the rock downhill, producing electricity on its downhill trip.
There are a few somewhat more sophisticated ideas in the works, where excess energy is converted to thermal energy and then stored in giant gravel “batteries,” thus evening out the intermittent nature of wind turbines and solar panels.
One example is in Steinfurt, Germany. Rather than build an expensive tank, the battery is constructed underground in a covered pit. The storage material is a mixture of gravel and water. The side walls, top, and bottom are heat-insulated. The pit has a double-sided polypropylene liner with a vacuum control to identify leaks, and the liner is protected from the gravel by a layer of fleece.
When excess energy is available, heated water (195 degrees F) ‘charges’ the battery, either by direct water exchange (right side of the illustration) or via plastic pipes (left side of illustration). The hot water is stored until it is needed, at which time the water flow is reversed.
The use of rocks for thermal storage is attractive because rocks are not toxic, non-flammable, and inexpensive. The main problem I see with gravel batteries is convincing my wife to allow me to tear up our entire backyard landscaping and fish pond so I can replace it with a big hole filled with gravel and pipes. Is that really too much to ask? AM
Read the original article here in AGGREGATES MANAGER April 2017, thanks Bill for contributing to our Mining Equipment Marketing blog. Have a great weekend.
Chain mills represent a cost-effective crushing solution for reducing a wide variety of materials. Stedman Machine Company’s chain mill crushers can handle a large volume of tailings per hour.
An especially effective fertilizer crusher, the Stedman chain mill crusher series is engineered to break up lumps in superphosphate, triple-superphosphate, granular and conventional fertilizer tailings. Other applications include animal bedding, sawdust and many materials requiring lump removal for conveying or processing. The single or dual rotor chain mill crusher features heavy-duty construction with a welded plate steel housing and removable back plate. Capacities vary depending on feed size, feed rate, operating conditions, desired product output, characteristics of feed material, and equipment configuration. Full-scale material testing available at the Stedman Testing & Toll Processing Facility.
(This week's post comes from the world of Burning Man, I went last year and learned a lot about how a community uses and polices social media. Just ran across this video of the Astec Dancers by fellow Earth Guardian Camp volunteer Martin Cline and on further research ran across their social media policies. I wanted to copy them here as an excellent set of guildlines for any company wanting to define their social media use for both their benefits and rules to prevent inproper use. Enjoy.)
These pages contain the Burning Man Project's policies, protocols and guidelines for the online activities of our staff and close volunteers, including the usage of official Burning Man email addresses, email lists, and social networking services in general.
As a staff member or volunteer for the Burning Man organization, you are expected to read and understand these policies. Any questions or concerns about them should be directed to your manager, or to the Burning Man Communications Department.
1 Social Media Guidelines For Burning Man Staff 2 Acceptable Use of Burning Man Regional Email Lists 3 Acceptable Use of Burning Man Aliases and Email Addresses 4 Best Practices in the Use of Burning Man Email Lists 5 Acceptable Use of Burning Man Email Lists
Social Media Guidelines For Burning Man Staff Last Update: December 2014
Burning Man recognizes that many of our staff members and close volunteers participate in social media services for their own personal use -- and often, to talk about Burning Man and their experiences within this culture. We feel this contributes to a richer voice about our culture, sharing an important story that we very much want to see accessible in the world.
And so to help you, our culture's leaders, to engage in with social networks and online communication without inadvertently causing any undue harm to the Burning Man Project or your fellow Burners, we've crafted a set of basic guidelines for for social media, including:
· Scope of Social Media · Personal vs. Professional · Who Are You Speaking For? · Who Are You Speaking To? · Basic Personal Conduct · Employees: Using Social Media at Work · What To Say? What Not to Say?
Scope of Social Media Social media includes websites and services that facilitate interaction and conversation between people online. This includes social networking sites (Facebook, Tribe, LinkedIn, etc.), content on media sharing sites (Flickr, YouTube, etc.), blogs, microblogs (Twitter, etc.), web comment sections, forums, wikis, and social areas of a website.
Personal vs. Professional You're generally encouraged to be mindful of and responsible for how what you say will reflect not only on you as an individual, but Burning Man as an organization and a culture. Because of the hazy line between the professional and the personal when it comes to being a part of this organization, even "unofficial representatives" online can reflect on us all and hamper our ability to fulfill our mission.
If you use a pseudonym, you should assume that some people know who you really are. Be transparent about your connection to the organization where appropriate.
Who Are You Speaking For? If you're saying something from your own perspective or stating your personal opinion rather than speaking officially for Burning Man, it's never a bad idea to specifically state that. Typically, you should not consider yourself a "spokesperson" for Burning Man, and sometimes (such as moments of crisis)? Definitely leave it to the spokespeople.
Who Are You Speaking To? It's best to assume Burning Man's worst critics, biggest fans, your supervisor, your coworkers, and your mother all likely have the ability to access what you write online, even if you're not directly "connected". Never underestimate the velocity with which information jumps across networks.
Basic Personal Conduct Your actions online should reflect Burning Man's values as presented in the Ten Principles, our Mission Statement, and all written policies for email list and alias usage. Walk the talk with how you behave, as well as what you say.
Employees: Using Social Media at Work It's between you and your manager to determine when / how much use of social media is appropriate during work hours, and/or when you should engage with social media in pursuit of your responsibilities.
What To Say? What Not to Say? We trust you to exercise common sense and good judgment in your communications. If ever you're not sure about something, check with your manager or Communications. Here are some thoughts:
- Don't Know? Don't Answer. If somebody's asking a question, and you're not sure of the answer, there's nothing wrong with saying, "I don't know," -- but there's a lot wrong with perpetuating speculation or rumormongering. Refer questions to somebody who knows the answer if you don't.
- Confidential Information. Never disseminate proprietary or confidential Burning Man information (things like unannounced policy changes, legal issues, and ongoing litigation). If you're not sure it's confidential, err on the side of caution, and check with your manager or Communications.
- Know Your Facts. While you might *think* you know something, there could be something in play you're not aware of, or a recent internal change. Ask around if you're not absolutely sure.
- Tell the Story. Feel free to provide unique, individual perspectives on non-confidential activities or anything that's publicly observable or not proprietary to your role. Telling stories is how Burning Man's values are shared in the world.
- Personal Privacy. It's common courtesy, before mentioning co-workers or other individuals involved with the Project, to check in with them to assure they're okay with being mentioned by name in association with Burning Man.
- Don't Feed the Trolls. Avoid engaging trolls (people who bait you with inflammatory statements to get a reaction), or participating in a flame war. Even if you "win" you lose. Burning Man is a widely misunderstood discussion topic, and negative PR and misstatements abound, but sometimes the best response is just to let them die out on their own.
- Don't Be *&$%# Offensive. If you use offensive or inflammatory language, you'll be perceived as offensive or inflammatory, and the rest of Burning Man will be too.
Once posted, social web content can stay in play and affect perceptions for a very long time. Think before you hit "Send". Any questions, concerns or ideas can be addressed to Burning Man's Communications Team.
Acceptable Use of Burning Man Regional Email Lists
The purpose of this policy is to provide guidelines about acceptable use of Regional Burningman.org email distribution lists for sending and receiving email messages and attachments, or any Technology Department resources thereof. The policy describes the standards that users are expected to observe when using Burning Man Regional Announcement and Discussion lists for email, and ensures that users are aware of the consequences attached to inappropriate use of these resources.
Further, this policy serves to advise the users of those guidelines to provide a framework wherein users of these lists can apply self-regulation to their use of these resources.
1. Email groups are established for Burning Man Regional Contacts to utilize to organize local Burning Man communities and enable Burners to maintain a cultural connection to one another online. All email to a group should be consistent with the purpose of the group, and used to accomplish tasks related to and consistent with the values of the Regional Network and the Burning Man Project at large.
2. Burning Man's Technology Team, Regionals Team, or Regional Contacts/list managers may restrict access to these lists where there is reason to believe that laws or Burning Man policies have been violated. Unacceptable use of email lists includes: • Use of email to support any inappropriate commercial advertising or for-profit activity unrelated to the Burning Man Project or the Regional Network. • Use of email to initiate or forward chain letters. (NOTE: Most chain emails referring to viruses are hoaxes, and should be ignored/deleted.) • Failure to use “OT” to designate off-topic posts, or abusing the option of occasional “OT” posts. • Violations of copyright laws (unlawful distribution of copyrighted printed material, audio recordings, video recordings, or computer software.) • Sending messages to an individual or group that are unwelcome. This includes continuing to send such messages after being asked by the individual or group member to cease doing so, even though the material itself may not be considered offensive. • Use of email to lodge grievances that should be handled through existing Burning Man policies and procedures, such as the Conflict Resolution protocols. • Use of a false email address or “spoofing”. • Use of email to threaten or harass others, to cause annoyance, disruption, or needless anxiety. • Spamming – sending unsolicited material and/or material not related to Burning Man’s mission to the lists, or using the list to cull for addresses with which to do so. • Use of email to promote political or religious causes or events. (Note: Given Burning Man’s commitment to public service, the use of email lists to send information about governmental, civic, or charitable organizations or community-wide events such as memorial services may be an approved use.) • Use of mass email to publicly castigate, chastise, defame, or ridicule any person, particularly any member of the Burning Man community. • The willful introduction of computer viruses or other disruptive/destructive programs into the Burning Man network or other networks. • Disruption of activity related to the Burning Man mission or the mission of the user’s specific team. • Disclosure of personal information or violating the privacy of other users. This includes publishing to others the text of a message written on a one-to-one basis, without the prior express consent of the author. • Use of email lists to obtain individual email addresses with which to execute any of the above-outlined violations in an “off-list” manner, or to create separate lists for secondary or outside purposes.
3. List moderators and owners will monitor the use of these lists to ensure that the above-listed guidelines are met.
4. Managers will also act to restate the purpose and mission of each list on a regular basis to ensure that all members maintain an understanding of said purposes. Moderators will be responsible for assuring that new members are advised of those missions and of these stated policies, and monitoring the list for adherence to the above-outlined regulations and policies.
Misuse of Burningman.org Resources Suspected or known violations of this policy, or of the law, should be confidentially reported to the Regional Committee at Burning Man, who will collaborate and/or work with the local moderator to execute appropriate action or response.
Violations may result in revocation of email service privileges; management or staff disciplinary action up to and including dismissal from Regional Contact role; referral to law enforcement agencies; or other legal action.
Acceptable Use of Burning Man Aliases and Email Addresses Last update: December 2014
This Burning Man alias (email@example.com) and email address policy exists to provide guidelines for acceptable use for the purpose of sending or receiving email messages and attachments via a Burningman.org email address or alias. The policy is also designed to specify the actions that Burning Man will take in the investigation of complaints received from both internal and external sources about any unacceptable use of email that involves Burning Man’s technological resources.
1. Unacceptable use of said resources may include: a) Use of email to support any commercial advertising or for-profit activity. b) Use of email to initiate or forward chain letters. (NOTE: Most chain emails referring to viruses are hoaxes, and should be forwarded to firstname.lastname@example.org for review. If the content of the email is determined to be real and should be distributed to the Burning Man community, the Technology Department will take appropriate action.) c) Violations of copyright laws (unlawful distribution of copyrighted printed material, audio recordings, video recordings, or computer software.) d) Sending messages to an individual or group that are unwelcome. This includes continuing to send such messages after being asked by the individual or group member to cease doing so, even though the material itself may not be considered offensive. (Note: A user may not “unsubscribe” from lists used by Burning Man for official purposes, unless the user is separating from duties and affiliation with that group.) e) Use of email to lodge grievances that should be handled through existing Burning Man policies and procedures, such as the Conflict Resolution protocols. f) Use of a false email address or “spoofing”. g) Use of email to threaten or harass others, to cause annoyance, disruption, or needless anxiety. h) Spamming – sending unsolicited material and/or material not related to Burning Man’s mission to the lists, or using the list to cull for addresses with which to do so. i) Use of email to promote political or religious causes or events. (Note: Given Burning Man’s commitment to public service, the use of email lists to send information about governmental, civic, or charitable organizations or community-wide events such as memorial services may be an approved use.) j) Use of mass email to publicly castigate, chastise, defame, or ridicule any person, particularly any member of the Burning Man community. k) The willful introduction of computer viruses or other disruptive/destructive programs into the Burning Man network or other networks. l) Disruption of activity related to the Burning Man mission or the mission of the user’s specific team. m)Disclosure of personal information or violating the privacy of other users. This includes publishing to others the text of a message written on a one-to-one basis, without the prior express consent of the author. n) Use of aliases to obtain individual email addresses with which to execute any of the above-outlined violations in an “off-list” manner. o) Burningman.org email addresses and aliases are given for the purposes of representation of the organization for official purposes. They are not intended as “perks” and are limited in distribution to those whose roles require them to represent the organization accordingly. As such, users should bear in mind that when composing email from said addresses, one’s words can and are perceived as representing the organization, even, at times, when one claims to be expressing one’s personal opinion. Email users should take care to not give the impression that they are representing, giving opinions, or otherwise making statements on behalf of Burning Man or any team thereof unless they are expressly asked to do so. At times, statements such as the following disclaimer may be appropriate: “The opinions or statements expressed herein are my own and should not be taken as a position, opinion, or endorsement of the Burning Man Project.”
2. Email resources may be used for incidental personal purposes provided that such use does not:
p) Directly or indirectly interfere with the operation of computing facilities or email services. q) Interfere with the email user’s employment or other obligations to the Burning Man Project. r) Violate this policy or any other applicable policy or law, including but not limited to use for personal gain, conflict of interest, harassment, defamation, copyright violation, or illegal activity. s) Email messages arising from such personal use shall, however, be subject to access consistent with this policy and applicable law. Accordingly, such use does not carry with it a reasonable expectation of privacy.
3. If a user has been requested by another user via email or in writing to refrain from sending email messages, the recipient is prohibited from sending that user any further messages, until such time as he/she has been notified by the appropriate manager that such correspondence is permissible. Failure to honor such a request shall be deemed a violation of this policy.
4. If, due to latency, departure, or dismissal, a change in the user’s status with Burning Man occurs, email or alias privileges may be revoked at the sole discretion of Burning Man. This includes when the affiliation between the user and Burning Man comes to an end, by any circumstances.
Misuse of Burningman.org Resources Suspected or known violations of this policy, or of the law, should be confidentially reported to the appropriate supervisory level for the team in which the violation occurs. Violations will be processed by the appropriate managers, and/or law enforcement agencies as necessary.
Violations may result in revocation of email service privileges; management or staff disciplinary action up to and including dismissal; referral to law enforcement agencies; or other legal action.
Alias Format In order to promote consistency, professionalism and eliminate confusion, all new email addresses and aliases going forward in 2014 and beyond will follow this format: email@example.com
This policy doesn't apply to those who've already been assigned first name or playa-name aliases. Those already existing first name/playa-name email addresses are grandfathered and won’t have to be changed except in cases where, in the transition of email addresses from burningman.com to burningman.org, a duplicate exists. Then an evaluation and change to a firstname.lastname@example.org email address may occur.
Exceptions going forward may be made on a case-by-case basis for year-round staff with outward-facing customer service positions in addition to their internal roles. Examples of this could be those in the Communications Department, HR department, playa staff, or anyone else who has community-facing responsibilities. Any questions can be directed to your department head, who will make the final call on allowing first name or playa name aliases.
Best Practices in the Use of Burning Man Email Lists Last Update: December 2014
1 DO NOT send attachments to a Burning Man list. Attachments should be put on the Ultranet, and linked to from there. 2 Use the letters "OT" to indicate something is "Off Topic", meaning it's personal, or about a non-Burning Man-related subject. 3 Headers should reflect the subject of your email. In the midst of a long debate, check to make sure your header still reflects the subject you're talking about. 4 Avoid cross-posting to multiple lists. When people begin to "reply to all" posters from other lists will bounce, forcing the moderator to open every attempted post to ensure it's not actually from someone on the list who might be posting from another email address. One suggestion would be to post separately to each list, but indicate you've cc:ed the other lists at the top of the body of the email. 5 If you hit "reply" to an email, you will be replying to only to the original sender, and not the list. You will need to hit "Reply to All" if you wish to reply to the poster AND the list. When you hit "Reply to All", it's also good form to remove the email address of the original sender so they don't get two replies. 6 Do not EVER take a private email sent to you and put it on a public discussion list without permission of the original sender. This is basic internet etiquette. 7 Remember ALL CAPS means you're yelling, and we don't need to do that to family and friends on a Burning Man discussion list. 8 Don't be mean to each other ... take it off list. No one wants to see others arguing in public. 9 It's very easy to dissect a person's email point by point, and in some cases this is the best approach. Sometimes summarizing your thoughts at the top can be speedy for you and for the reader. 10 Rather than including all large number of email addresses in the CC: field of a message, use the BCC: function if you must send an email to any group over 20 people that don’t know each other.
Acceptable Use of Burning Man Email Lists
The purpose of this policy is to provide guidelines about acceptable use of Burningman.org email distribution lists for sending and receiving email messages and attachments, or any Technology Department resources thereof. The policy describes the standards that users are expected to observe when using these resources for email, and ensures that users are aware of the consequences attached to inappropriate use of these resources.
Further, this policy serves to advise the users of those guidelines to provide a framework wherein users of these lists can apply self-regulation to their use of these resources.
1 Email groups are established for Burning Man committees, departments, and special projects. Email to a group should be consistent with the purpose of the group, and used to accomplish tasks related to and consistent with the Burning Man mission. 2 Burning Man’s Technology Department may restrict or suspend access to these lists where there is reason to believe that laws or Burning Man policies have been violated. Unacceptable use of email lists includes: i Use of email to support any commercial advertising or for-profit activity. ii Use of email to initiate or forward chain letters. (NOTE: Most chain emails referring to viruses are hoaxes, and should be forwarded to email@example.com for review. If the content of the email is determined to be real and should be distributed to the Burning Man community, the Technology Department will take appropriate action.) iii Failure to use "OT" to designate off-topic posts, or abusing the option of occasional "OT" posts after being given feedback by list manager. iv Violations of copyright laws (unlawful distribution of copyrighted printed material, audio recordings, video recordings, or computer software.) v Sending messages to an individual or group that are unwelcome. This includes continuing to send such messages after being asked by the individual or group member to cease doing so, even though the material itself may not be considered offensive. (Note: A user may not “unsubscribe” from lists used by Burning Man for official purposes, unless the user is separating from duties and affiliation with that group.) vi Use of email to lodge grievances that should be handled through existing Burning Man policies and procedures, such as the Conflict Resolution protocols. vii Use of a false email address or “spoofing”. viii Use of email to threaten or harass others, to cause annoyance, disruption, or needless anxiety. ix Spamming – sending unsolicited material and/or material not related to Burning Man’s mission to the lists, or using the list to cull for addresses with which to do so. x Use of email to promote political or religious causes or events. (Note: Given Burning Man’s commitment to public service, the use of email lists to send information about governmental, civic, or charitable organizations or community-wide events such as memorial services may be an approved use.) xi Use of mass email to publicly castigate, chastise, defame, or ridicule any person, particularly any member of the Burning Man community. xii The willful introduction of computer viruses or other disruptive/destructive programs into the Burning Man network or other networks. xiii Disruption of activity related to the Burning Man mission or the mission of the user’s specific team. xiv Disclosure of personal information or violating the privacy of other users. This includes publishing to others the text of a message written on a one-to-one basis, without the prior express consent of the author. xv Use of email lists to obtain individual email addresses with which to execute any of the above-outlined violations in an “off-list” manner.
3. List moderators and owners will monitor the use of these lists to ensure that the above-listed guidelines are met. They will also serve to re-examine list membership each year. Membership to each list is restricted to active members of that team, except as membership may be defined by an emeritus or consultant status; therefore, lists will be culled each year to ensure that membership is limited to those who have an active role in the missions of the team or of Burning Man.
4. Moderators will also act to restate the purpose and mission of each list on a regular basis to ensure that all members maintain an understanding of said purposes. Moderators will be responsible for assuring that new members are advised of those missions and of these stated policies, and monitoring the list for adherence to the above-outlined regulations and policies.
Misuse of Burningman.org resources Suspected or known violations of this policy, or of the law, should be confidentially reported to the appropriate supervisory level for the team in which the violation occurs. Violations will be processed by the appropriate managers, and/or law enforcement agencies as necessary.
Violations may result in revocation of email service privileges; management or staff disciplinary action up to and including dismissal; referral to law enforcement agencies; or other legal action.
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Trade show press conferences are a great way to improve your return on investment.
You advertise in the trade journals and have sent out a series of press releases to promote the show. The icing on the cake is holding a process equipment marketing press conference and making contact and thank all the editors you work with throughout the year.
We also saw one of the first vertical roller mills at the show. We're writing a primer on this type of equipment.
Everyone in the industrial market knows that the CONEXPO-CONAGG 2017 show is opening Tuesday March 7. The conference will be in Las Vegas from March 7-11 and is expecting over 125,000 attendees and 2,400 exhibitors. In terms of a conference, that is huge and provides quite the opportunity for any business.
The CONEXPO got its start here in Ohio in 1909, debuting as a ‘Road Show.’ The early exhibitors prided themselves on displaying ‘amazing new devices’ that could do the work of 15 horses. It continued to grow and did so at an unprecedented rate during the construction boom after World War II. In the 1970’s it opened its doors to the international community, as well as, the CON/AGG show, which also had began in the early 1900’s; by combining shows and creating CONEXPO-CON/AGG, both attendees and exhibitors alike we able to experience all the emerging products, equipment, and services in one place, maximizing time, money, and educational opportunities of the construction and industrial industries.
With so many people and exhibitions attending this show, most industrial companies recognize the importance of marketing their product or service. They know that this is an opportunity to reach other businesses, consumers, and influential individuals in the industry, which is why having a solid team, effective communication, and a game plan are so important for a trade show of this caliber.
Preparing for a Trade Show
This is the first step required for a good trade show exhibit. Everyone must be on the same page about what is required from him or her and how to, not just execute it, but to do so properly. This requires effective communication, clear guidelines, and stringent implementation.
Preparation for the show includes everything from how your booth will look to with whom you staff it; both should be of high quality.
Too many times have I been to a trade show that individuals are on their phones, talking to each other, or eating food when they should be grabbing the attention of the people passing by. This typically happens because stringent rules weren’t put into place to prevent such things from happening. Allowing such behavior to occur will only hurt the company and the reputations of those involved; possibly affecting your credibility and professionalism. Be sure to have educated employees and sales staff on hand who are dedicated to success and to achieving the purpose of the trade show: to gather leads and to make connections.
This is where effective communication comes into play. Let staffers know that they are there for a purpose and that purpose is to generate leads, not to eat McDonald’s in the back of the booth around noon. The typical trade booth staff will walk away from training with a good pitch to throw at people passing by, but an excellent staff will walk away knowing an immense amount of knowledge on the product as well as having a clear objective to what they are responsible for doing. Some booths include people who just catch the attention and move interested individuals to sales reps who know more about the product and while the assembly line is beneficial and provides an organized mechanism for all booth employees, reminding employees that everyone has the same objective helps keep everyone on track and can help prevent a lack of involvement from employees. Some companies sometimes implement contests, hoping to motivate employees and sales reps alike to drive in business.
Creating an Inviting Trade Show Booth
You want to make sure your booth looks welcoming, interesting, and clean. You don’t want something that is too ‘homey,’ people won’t take you seriously, but you also don’t want a both that results in looking so technological or industrial that a layperson can’t understand it and are too intimidated to stop by or don’t find it interesting. Having a well-balanced booth and a friendly staff of people who can clearly and concisely explain what you have to offer is the best route to go here.
Providing information, good information, is crucial to the success of your booth. Pamphlets are great and are very popular at trade shows, but how many of those make it to the plane ride home? Not many, most natives to the city hosting the trade show will tell you that most of them end up littering the streets once all visitors have left. This is where educated employees matter, reinforcing the point above. According to Skyline Exhibits 5 common Pitfalls to Trade Show Marketing blog, offering to take someone’s email address or telephone number on the spot and stating that they probably have enough to carry without you adding to their load can be a very effective means of gathering individuals’ information. Using technology, like a tablet for instance, in this situation can maximize your outreach. People may not have one of your pamphlets to throw away at the airport, but they will be able to check the email you sent or listen to the voicemail you left on the plane ride home; already making for a more personal experience and your booth, and more importantly your product, will stick out in their mind.
Effective Marketing of Your Trade Show Attendance
Standing out at a trade show is important and learning how can be difficult. According to Susan Friedmann, the Trade Show Coach there is more than one way to do this. One of the best strategies is having your company/client try and align new product announcements and trade shows together. Having a new product to premier at a trade show is a good way to get some press prior to the show. We have had a couple of clients take this route for the CON/AGG conference and we have been shooting out press releases and public relations left and right. Most publications, whether print or electronic, are willing to take such information and publish it. They too recognize the enormity of the show and know that many people are reading publications to ‘be ahead of the game’ and to know what to expect from the trade show exhibits. Also be aware that most publications need this information well in advance, so having your own deadlines to accomplish the media announcements is necessary.
Utilize social media. Make it known on Twitter, Facebook, LinkedIn, Google+, etc. that you will be there and that you have something new rolling out. This also will build an interest with your followers who aren’t going to the show itself and could even prompt them to come along too.
Schedule a press conference if possible. Many media outlets, local and international, will be covering the convention; such large conventions can get a lot of coverage time via the media and having a press conference about your new product or your attendance can really increase your popularity at the show; not to mention the publicity involved with media coverage.
Learning the trade show dance can be difficult, especially when the convention/show itself has been around for over one hundred years; that makes for an evolution of dance. But, surrounding yourself with a positive, well-motivated team who is willing to work hard, combined with effective marketing and a welcoming booth should create a successful experience.
Here's a three-year industrial marketing plan. The goal of the plan is to generate new opportunities and markets to apply the client's technology. Existing markets will also be targeted for new applications.
Our proposal starts with basic educational publicity as the foundation for a modern internet marketing campaign. Marketing today is based on the fact that customers are educating themselves well in advance, before contacting any potential suppliers. They are doing this almost exclusively on the internet. Unless a company plays a role in the engineer’s education, they stand little chance of being the preferred supplier for a new product component. Traditional technical journals, many still in print, are the gate-keepers of the best technical content. Good publicity campaigns work with the editors and publishers of the trade journals as well as technical conferences. If your educational publicity campaigns are picked up by the technical press, you can be assured that it is worthy of investment, because of the long life the educational material will have, and the many ways it can be repurposed as video, audio, slide shows, demonstrations and presentations.
PART ONE - Publicity
The first part of the proposal is a publicity campaign that would publish information to markets that already use the client's technology as well as a broader audiences of manufacturing engineers. This publicity campaign would also include managing free listings in buyer’s guides across print and internet media. The estimated cost for the year-long campaign is $25,000, billable monthly. (The VALUE of the product information placement in print and internet media for the year is estimated to be $35,000.)
PART TWO - Advertising
The second part of the proposal is advertising in existing industry buyer’s guides and manufacturing engineering company capability listings in print and internet media. This modest campaign will reinforce the product publicity and provide introduction to the publishers and editors of our markets that we are a contributor to the news and education of the industry. Advertisement writing, design and production will be quoted separately. The estimated budget for the year-long campaign is approximately $25,000. We estimate this budget will include four of five placements, primarily in the media’s directories or special editorial focuses on our markets. High domain authority links to your site are on of the best ways to get Google to rank your pages higher. It's great that we can purchase such links at affordable rates.
PART THREE - Technical articles
The last part of the proposal is the educational publishing phase. The publicity and advertising phases need to be in place first. Strategic topics will be chosen, and articles pitched to the print and internet media editors to meet their needs. A series of blog posts for the client's site will be published and promoted to the internet channels manufacturing engineers use for product research and development. You can expect a THREE TIMES ROI VALUE on the yearly investment of $25,000. We estimate two articles could be published and approximately 24 blog posts written. This estimate for articles and blogging doesn’t include 100 percent of the writing of the articles and blogs. Blog and article topics will be estimated based on content. If sufficient educational material is available for Lohre to edit, the majority of the cost can be included. The primary article and blog topics will educate manufacturing engineers about designing and selecting your product or service for their application. They will not be specifically about the client's company. This is a requirement of the print and internet media editors. Here is an example of an article we wrote for Stedman Machine Company. The editor, Darren Constantino, uses it as an example of appropriate writing for feature articles in PIT & QUARRY.
PART FOUR - Feedback and Improvement
Continual improvement will be the focus in the following years of the continued publicity, advertising and educational publishing program. After the first year, enough data from website traffic and company contact information should be gathered to estimate the investment required to meet marketing goals.
In summary, the industrial marketing plan focuses on promoting the educational material developed. The web site will need to be front and center for promotion and also used as a tool to gather prospects' email contact information for nurturing with material suitable for the consideration and decision stages of the buying cycle.
Telemarketing for public relations is more than a list and a telephone.
To do it efficiently, you need clearly defined scripts for every possibility: calling, email, voice mail and snail mail.
Telemarketing is defined by the number of actions you need to take to get the job done. The number of computer screens you look at and the number of clicks you need to make. Just like any other industrial process, when you look at the full spectrum of events and actions needed to engage the customer and take action, small changes and improvements in your process can have the effect of cutting your time in half and doubling your results. It's all about clearly writing a process script.
In this blog post, we'll illustrate the process by writing a public relations telemarketing script. New product information is one of the centerpieces of industrial marketing. It's where equipment manufacturers get to tell the technical journal readers about the latest equipment. Many publications compete to publish the latest in energy and mechanical efficiencies.
The first stage in our contact process is identifing the prospects in our target industry and sometimes geographic region. We'll call the companies and get the name for the persons involved in marketing communications.
Second we will prepare a mailing of a published article along with a testimonial letter from the client. Here's the memo copy.
Do you need an innovative partner to help inspire your marketing department? That's what happened at Stedman Machine Company. Sure, it's easy to say, "Go do content marketing," but someone has to do it. And who better than a 20 year veteran.
The second major push with this campaign is to review the editorial schedule for the prospect's industry. When you can tell them on the phone that you have an article placed for them, you will get the work.
I hope you enjoyed the sample and letter last week from Chris Nawalaniec with Stedman Machine Compny. Kevin Cronin with POWDER BULK SOLIDS Magazine would like to publish your article on the selection of size reduction equipment.
The final call to the prospect needs to clarify the scope of the work and the timeline.
Thanks for the conference call last week. I had watched one of the videos you mentioned and I've found the other two as well as the summary video. We can write a thought leader article on this subject by the deadline. Here's the proposed schedule.
This campaign is designed to keep us in touch with our clients and prospects throughout the year and every year. They all read the trade journals and sepecially the articles they wrote. We never take credit for the articles.
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.
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.
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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