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Economical, Custom, Modular Motors and Drives

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

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

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

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

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

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

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

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

AGENCY

Lohre & Assoc., Inc., Marketing Communications

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

Reprinting permitted - specimen copy requested

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"Designing B2B Brands" - B2B Branding Lessons Update

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

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

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

Designing B2B Brands.jpg

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

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

Designing B2B Brands, Ten Laws resized 600

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

Designing B2B Brands, Proposals resized 600

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

Designing B2B Brands, Executive Champions resized 600

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

Feintool Achieve More With Less resized 600

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

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

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

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


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

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

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

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

If you liked this post you may also enjoy:


Manufacturing Industrial Brand Marketing

lead gen ebook resized 125

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Four Page Brochure Industrial Graphic Design for Construction Equipment Marketing

Tue, Jun 21, 2016 @ 01:19 PM / by Chuck Lohre posted in industrial photography, Promotional Brochure Design, Construction Equipment Marketing, Graphic Design, Cincinnati Advertising Agency, marketing agency, Ad Design

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Construction equipment marketing literature has evolved from patent drawings to amazing 3D animations. Here we will focus on the static limitations of photography, illustration and descriptive text. For inspiration you can stop by your favorite auto dealership on the way home, the big three's sales literature will always be a great guide to technical communication. Cars are just as complicated as construction and processing equipment and they have to be sold to a general public. Just like the technical literature you design.

Every good piece of literature starts with the expert sales representative; they know what images to show and what benefits and features to address. For the best short summary of industrial marketing techniques, download Business Marketing Association Director Rick Kean's presentation,"Marketing Skills Assessment," delivered to the 2005 AdVenture Electrical Industry Marketing Conference. Learn more on our Marketing Handbook intro page.

Industrial Commercial Photography and Illustration ImageThe views need to be photographed or illustrated. Cutaways and enlargements can be used to focus on benefit/features. Usually in a four-page brochure, it starts off with a signature image on the cover with little or no embellishments. Usually the signature image used for Product Releases. learn how to take such photos on our Photography Design page.

As you turn to the first spread, there is room for larger views with cut-aways and callouts. The back is good for a table of specifications. Think about a sales brochure as also being a crutch for the sales person who may not be an expert on the equipment.

Some sales methods wouldn't place as much importance on visual benefit/feature technical literature, better to focus on the problems that the equipment is designed to solve. It's a decision you are going to have to make or combine. How much time, labor, material, cost and engineering saved if you purchase the equipment require much different visuals than equipment benefit feature photos. Knowing your audience, their problem, their budget and timeframe are the most important when choosing your presentation. This page on our site, Literature Design, is one of the most popular and number one on Google and Bing.

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Blogging: A Most-Important Part of Your On-Site SEO Strategy

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

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

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

Other Advantages of Fresh Content over a Static Page Site:

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

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

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

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

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

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

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

Some Signs of White-Hat SEO

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

A Few Signs of Black-Hat SEO

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

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

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

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

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

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

Diagram: How to annoy with alt tags

Blogging and Site-Wide Keyword Density / Keyword Saturation

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

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

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

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

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

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

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

 

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

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Mobile-Friendly Website Design with an Image-Based Menu

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

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

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

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

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

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

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

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

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

Which Enabled Us to Build This List of Challenges:

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

Our Solutions:

Web Design /Website Design for RotoDisc Cincinnati

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

Web Design / Website Design for Rotodisc Cincinnati

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

Mobile-friendly Web Design / Website Design for Rotodisc Cincinnati

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

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

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

Mobile version of Web Design / Website Design for Rotodisc Cincinnati

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

Web Design / Website Design Tables for Rotodisc Cincinnati

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

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

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

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

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

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

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

Mobile menu of Web Design / Website Design for Rotodisc Cincinnati

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

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

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

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

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

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

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

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Lohre & Assoc. Welcomes Noted Artist and Web Designer Myke Amend to its Team

Tue, Sep 29, 2015 @ 02:09 PM / by Chuck Lohre posted in Industrial Marketing, Website Design, Advertising, Graphic Design, Cincinnati Web Design Agency, Advertising Design, Cincinnati Advertising Agency, Cincinnati Website Design, Graphic Design Agency, illustration, web development, Website Design Company, Design Agency, Cincinnati Advertising Agencies, Advertising Agency, Web Design

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Web Design and Web Development Guru, Grphic Artist and Graphic Designer, Myke AmendCincinnati native Myke Amend recently joined Lohre & Associates, the Over-the-Rhine-based marketing communications agency, fulltime as Web Design & Internet Development creative officer. Amend has worked with Lohre for the past 10 years as a web designer and web developer on a freelance basis from Grand Rapids, Mich.

Amend, who returns to Cincinnati for the new position, brings two decades experience as a graphic designer, web designer, programmer, and Internet developer, working on a variety of business-to-business and consumer accounts. Additionally, Amend is an illustrator, engraver and painter, whose work has been commissioned by other artists in film, music and literature.

“We’re very excited to have Myke working with us,” says Chuck Lohre, president, “He brings the creativity and skills of a fine artist, with his vast digital expertise. It’s a perfect combination for our agency, which is known for creative solutions to the wide variety of branding, strategy and digital implementation projects we handle for our clients.”

Adds Amend, “It’s gratifying to know Chuck and his team of designers, writers, strategists and brand experts welcome the years of experience I bring from fine arts with the in-demand digital know-how. I’m excited to develop ways we can continue to solve challenges for the companies who have looked to Lohre for ways to set them apart from their competitors.”

Amend’s illustrations have been featured in “Weird Tales” magazine, “Beneath Ceaseless Skies,” “Gatehouse Gazette,” “Kilter” magazine, “Gothic Beauty” magazine, the art collection “Gothic Art Now,” the art collection “Vampire Art Now,” the “Airship Pirates RPG” and many more print publications as well as popular online resources such as “IO9,” “Elfwood,” “Dark Roasted Blend,” “Fantasy Art” magazine, “Lines and Colors,” “Brass Goggles,” “Gawker, “BoingBoing.” His work has also been featured on the sites of literary creatives including Warren Ellis, Thomas Ligotti, Neil Gaiman and Clive Barker.

Additionally Dexter Palmer, Cherie Priest, The Pickled Brothers Sideshow, Vernian Process, Veronique Chevalier, the Borgia Popes, Automaton, Abney Park and others have commissioned Amend for works. He is often a special guest of art, horror and steampunk conventions. He also works in sculpture and kinetic art, most notably having created a 4000-lb. solar and wind-powered rotating mural and 3D work called “the Infernal Device,” which was displayed at the Gerald R. Ford Museum for ArtPrize 2011.

In between Myke has filled his time working on ModelARestorers.org, as sole designer, webmaster, and server admin of a site serving 180 chapters Worldwide, creating advertising art for Disney Fine Art Gallery, and of course working for Lohre and Associates, for whom he now works full time.

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Trade Show Display, Exhibit Materials Sale

Mon, Aug 03, 2015 @ 01:29 PM / by Chuck Lohre posted in Industrial Trade Show Displays, Trade Show, Trade Show Displays, Industrial Marketing Trade Show, Trade Show Banner Stand, Trade Exhibit Modular Displays, Graphic Design, Trade Show Exhibits, Trade Booths, Trade Exhibits, Graphic Design Agency, illustration, Advertising Agency

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Effective today, Monday, August 3rd, Orbus Exhibit & Display Group is proud to announce price reductions on many of its popular product lines, including:
  • Most Retractable Banner Stand hardware
  • All Banner Stand graphics (all materials)
  • Aero Banner System hardware & graphics
  • All printed Table Throws & Runners
  • Select Zoom™ 3, 4 & 5 Flag graphics
  • Select Hopup™ & Hopup Dimension complete kits
  • Select Coyote™ Popup mural & fabric kits
  • Select Formulate™ Master Tension Fabric Display hardware, graphics & accessories
  • All Orbital Express™ Truss kits, counters and modular parts
  • All Folding Panel Display Systems
  • Select Luminosity Display Lighting
  • All Literature Racks
New V2 2015 Orbus Price Guides Available
Investments into new technologies, vast improvements to our operations and a vigorous program of product development have resulted in cost savings on many of our products, graphic materials and services. Our price reductions reflect our commitment to our customers and to passing our savings onto you!
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Review: "Designing B2B Brands" for industrial marketing communications

Wed, Jul 22, 2015 @ 11:45 AM / by Chuck Lohre posted in Industrial Advertising, Industrial Branding, Branding and Identity, Construction Equipment Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Graphic Design, Advertising Design, Business to Business Advertising, Advertising Literature, Graphic Design Agency, Cincinnati Design, Design Agency, Advertising Agency

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

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

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

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

Designing B2B Brands, Ten Laws resized 600

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

Designing B2B Brands, Proposals resized 600

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

Designing B2B Brands, Executive Champions resized 600

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

Feintool Achieve More With Less resized 600

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

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

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

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


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

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

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

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Manufacturing Industrial Brand Marketing

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Review: "Designing B2B Brands" for industrial marketing, part 4

Tue, Sep 24, 2013 @ 10:47 AM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Branding, Branding and Identity, Literature Design, Promotional Brochure Design, Marketing Strategy, Business to Business Marketing, B2B Marketing, B2B Advertising, Advertising, Graphic Design, Advertising Design, Business to Business Advertising, Advertisement Design, Branding Agency, Cincinnati Branding, Graphic Design Agency, Branding

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 Section 1 > Brand Overview > Brand Purpose

More thoughts on "Designing B2B Brands: Branding lessons from Deloitte and 195,000 Brand Managers," by Carlos Martinez Onaindia and Brian Resnick who worked for Deloitte's Global Brand & Communications group, while writing the book. These reviews look at branding from the point of view of our clients who manufacture industrial products.

Good branding requires manufacturers to have a purpose. There are several kinds of purposes for manufacturers:

Industrial marketing Firefighters

Go to work and put out fires. Fundamental problems in the market and the product are being ignored. The problems will never go away and their competitors know it. This is typically illustrated by faulty product design and engineering that won't allow manufacturing improvements and economical line extension.



Industrial marketing cash cow
Treat the company as a cash cow. The company has a competitive advantage -- as long as the product can be sold, made, shipped and serviced economically -- there will be a large amount of cash that can be extracted. Decisions are only made to reduce the costs of making, shipping and servicing, not to create major new market products.

 

Industrial marketing polar bear

Struggle to evolve and stay ahead in a market that is disappearing. The only solution is to create a new business model for the new markets, nearly impossible for older companies, only with deep dives into world class emerging technology and leveraging inexpensive new internet marketing techniques. Requires reeducating upper management and then their leadership. Employee growth is prime objective. You'll find this in employee owned companies (Publix Super Markets Inc.). The most advanced, progressive and technologically creative manufacturing companies are this type. Some require more than 50 hours of continuing education by each employee and give opportunities to every employee that wants to grow, learn and take on more responsibility.

 

industrial marketing ants

Micro-managing organization with state-of-the-art HR departments. It may seem inhuman but these are the most effective multi-nationals. Everything is measured and feedback given. Likewise, advanced research, industrial intelligence, global economics and IT tools are available for employee growth and product development. From the day you are hired, you are told exactly how you will be judged and compensated; but also given the tools to achieve your Big Hairy Audacious Goals.

 

Industrial marketing tree
Center your company around a unique technology. As long as you can keep ahead of any competition and get a generous margin, you can stay in business. Companies like this sometimes both sell the equipment and sell the parts the equipment can produce. Businesses like this can have a wonderful technological advantage both in engineering and marketing. Their unique selling proposition is understood by employees and customers.

 

 Industrial marketing homo sapiens

An environmental sustainable purpose for a company would be to work with the environment -- manufacturing things from others' waste and your waste is raw material for another company's product. Metal foundries are an age old example of this type of continually recycling business purpose. Mother Nature does this continually and we are just beginning to understand how to mimic natural processes to do the same. Patagonia is a good example of this company type, "The Footprint Chronicles® examines Patagonia’s life and habits as a company. The goal is to use transparency about our supply chain to help us reduce our adverse social and environmental impacts – and on an industrial scale. We’ve been in business long enough to know that when we can reduce or eliminate a harm, other businesses will be eager to follow suit."

This isn't your Dad's industrial marketing

If you liked this blog post you might be interested in another post on how Lohre & Assoc. is implementing sucessuful marketing campaigns by focusing on using new internet tools to aquire prospects, convert them into customers and delight them with customer service.


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