<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/offsite_event.php?id=6008611837624&amp;value=0">

Metal Working Equipment Marketing Plan

Fri, Mar 17, 2017 @ 05:04 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Marketing, Industrial Branding, Metalworking Equipment Marketing, Industrial Marketing Handbook, Industrial Marketing Content

0 Comments

To ThomasNet or not to ThomasNet, that is the question. Hmm, it means blogging to the rescue!

Industrial marketing communications directoryThomasNet, or Thomas Register as it was called years ago, has become a Platinum Hubspot resaler. It's not much of a directory any more since they couldn't compete with Google.  They are a good blogger as a good Hubspot dealer should be. A directory program with ThomasNet runs at least several thousands of dollars to start, but like our advice for purchasing search engine ad words, "Don't do it until you have optimized your web site first." We've found that ThomasNet's directory is only good in certain industries that have adopted it as a platform to generate quotes. But even those are going away and Thomas' attempts to teach newbes is a losing attempt.

You'd think a "large machine shop" would be easy enough to get ranked for, but that's not the case. If metal working equipment marketing was easy, everyone would be doing it. The industry is quite sophisticated and run by those who have been operating computers longer than any of us. The second use of computers was to run a machine tool, the first was to calculate ballistic information for a canon. 

ThomasNet wasn't such a problem several years ago, it kept its data secret from the search engines, plus it didn't have very many pages indexed. And the search engines wouldn't show their pages anyway. Then ThomasNet signed agreements with the search engines and they are ranking better. But Google is fundamentally against a directory since Google would rather serve the company's web site rather than a directory. ThomasNet is a very good media for increasing your page visitors. We have seen traffic double in several cases. And our studies show that visitors coming from ThomasNet are just as high quality as those coming from organic searches. If your site is fairly well written and has all the regular features of a good site, like fast loading speed, there may not be any other way to increase traffic. See the chart results on ThomasNet.com for yourself at Alexa.com.

Metal Working Equipment Marketing.jpg
But all of this wouldn't be needed if you just blogged a lot more. It's the gift that keeps on giving. Looking at the chart above, we added all of the client's technical bulletins in the middle and started bloggin three times a week in the last third. If your website traffic isn't growing like this, you aren't marketing using the internet to your advantage.

So if there is one take-away it's this -- Program your site to measure goals. For industrial sites it's not a sale, it's going to be a contact us or a request for quotation page. Then you will be able to measure a tangible result of your industrial marketing efforts.


If you liked this post, you may like, "How To Realign Your Marketing Communications with Sales."

 Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates

Read More

Process Equipment Marketing Press Conference

Fri, Mar 10, 2017 @ 02:47 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Process Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook, Business to Business Marketing, Industrial Marketing Content

0 Comments

 

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.

Press Conference 1.jpg

 

 

 

We also saw one of the first vertical roller mills at the show. We're writing a primer on this type of equipment.

 

If you would like to learn more about industrial publicity, you may like to read, "One key to good public relations is writing a case study."


 

Trade Display Designs by Lohre Advertising to Boost Presence and Impact

 

Read More

Industrial Marketing Plan

Fri, Feb 24, 2017 @ 12:39 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Green Building Marketing, Process Equipment Marketing, Industrial Website Design, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Business to Consumer Marketing, Industrial Marketing Handbook, Website Design, Business to Business Marketing, Industrial Marketing Content

0 Comments

 

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.

Industrial-Marketing-Plan.jpg

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.


Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates

Read More

Free Stock Photography for Industrial Advertising Marketing

Sun, Dec 18, 2016 @ 09:11 PM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index, growth driven design, Industrial Advertising Tracking

0 Comments

As much as we would always like to have the perfect photograph to accompany your industrial advertising, many times the budget, time and models aren't available.

Here's a list of several services that you can obtain rights free images for your industrial marketing advertising.

Let's pretend we are looking for a photo of a crane cab or construction executives on a job site.

Death to the Stock Photo

"We're Death to the Stock Photo. A photo & inspiration haven for creatives crushing their path. From their license, "Under the license, you may display a DTTSP photo as you please, reproduce it, add it to a collection, and make adaptations of it. However, you may not distribute the photo—so don’t include it in any photo packs or give it out for others to use. That’s how we are able to run our business :). Displaying and reproducing the photo on physical or digital products that you distribute is fine." We signed up for the weekly pack and will see how it goes. We didn't find any construction shots. This was a nice image.

CyclinginMoab5inch.jpg


Unsplash

"All photos published on Unsplash are licensed under Creative Commons Zero which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash." Here are a few interesting shots. Click on the image to go to the download page.

io7dx_1efcg-ant-rozetsky-5inch.jpg

uuw4psob388-david-siglin-5inch.jpg

Free Stock Photos

"To the extent possible under law, HubSpot has waived all copyright and related or neighboring rights to Free Stock Photos. This work is published from: United States." Go to the bottom of the page and click on tags. It will bring up the page with all the categories. This was the only image that came up when I searched on "construction."

sailboat-in-charles-river-with-buildings-5inch.jpg

Pexels

"Legal Simplicity - All photos on Pexels are free for any personal and commercial purpose." Here's a crane shot we found. And another construction photo.

crane-load-crane-skyward-in-the-height-48122-5inch.jpg

silhouettes-people-worker-dusk-40723-5inch.jpg

iStock

As you can see none of these free images were exactly what we were looking for. In that case we recommend iStock, "iStock by Getty Images is one of the world's leading stock content marketplaces, offering millions of hand-picked premium images at ridiculously low prices that you can only get from us." We purchased the following image for only $11. If you're writing an online blog, you can get by with the smallest size image. They cost more the larger you get. The second image would be $33, we didn't purchase that one. You can tell by the watermark.

Industrial-advertising-stock photo-5.jpg

Industrial-advertising-stock photo-4.jpg

Good luck with your searches and always be sure you follow the rules of use.


 (If you liked this post you might like these tips to take your own photography "Photography Design.")


Read More

Put Eight Industrial Advertising Tracking Tips to Work in Print

Fri, Dec 09, 2016 @ 12:14 PM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index, growth driven design, Industrial Advertising Tracking

0 Comments

(This weeks post is comes via Jim Beckwith, Sales Representative with Metalcasting Design &amp; Purchasing. Jim is a seasoned professional that knows how industrial marketing works and what works. Thanks Jim for passsing on Ryan Dohrn's thoughts.)

Industrial-Advertising-Tracking.jpg"Common knowledge" these days is that print advertising can't be tracked, which in theory makes print inferior to digital advertising options. However, noted marketing and communications expert Ryan Dohrn recently shared several ways you can quantify the results of your print advertising.

1. The person that answers the phone at your office is NOT the best person to track your print ad response. "64% of incoming calls, tracked over a four month print ad campaign, resulted in no question being asked about the advertising source. - BSM, research study, 2014


2. Use a unique website address (called a "vanity URL") in each different print ad. For example, if JohnDoe.com is your main web site, go to GoDaddy.com and register another dot com name like JohnDoeCastings.com to run in print ad #1, and GoJohnDoe.com to run in print ad #2. After you register your vanity URL, you will need to follow some very specific instructions posted in the full version of this blog at http://www.afsinc.org//MCDP/VanityURLSetup

3. DO NOT use an extension on a dot com name such as JohnDoe.com/BlueMag. This will fail almost every time!


4. Use a unique tracking phone number in each ad. Sure, phone volume is down these days, but tracking your calls from print ads is easy. Companies like CallRail.com can offer you this service for as low as $30 per month. Or, a cheaper route is to buy a TracPhone from Walmart or a similar "burner" type phone. If you truly want to know who is calling from your print ad, put your cell number in the ad.


5. Track your Google analytics. Everything a user does is tracked, but most business owners just do not fully understand how to read their Google analytics. Other than Google, traditional media like print is the second best way to drive traffic to your web site. Be sure to track when your print campaign started and ended in Google Analytics. You will almost always see a lift in website traffic during a print campaign. Be sure to filter out all the other things you are doing online to see the best result.


6. Run unique content in each ad. Ad agencies are notorious for running the exact same ad in multiple magazines. Do not do this. Feature different content in each print ad to better gauge results. It can be as simple as changing the color of the product you feature or the image in the ad.


7. Spend time checking your marketing results. It is imperative. Ask your media sales rep for help. It's your money... track it.


8. Try QR codes. While they're not the miracle some expected them to be, they can work if used properly. Feature a unique offer to readers willing to scan the QR code that is pointed to a unique landing page or offer on your website. Free QR code: http://www.qr-code-generator.com

Which of these industrial advertising tracking tips would work best for you? Give them a try and find out! Above all, share your results with your media reps - it tells us how well we're doing our jobs and lets us know if something needs to be changed.

(If you liked this post you might like "Great Industrial Marketing Ads."


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

Cincinnati Hubspotter's Meetup - Growth driven design

Fri, Dec 02, 2016 @ 03:42 PM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index, growth driven design

0 Comments

Growth driven design is a "build it fast and fix it fast" goal focused web site building method.

Growth-Driven-design.jpg

Hubspot is the perfect platform to create Growth Driven Sites.

We attended the Cincinnati Hubspotter's Meetup today for soup and a presentation by Cleriti on Growth Driven Design. We've attended many lectures and webinars on the subject so here are the highlights.

Pick the minimum number of goals, create calls to action, landing pages, content and launch. Get feedback, adjust and measure again. Repeat.

Continuous improvement:
Audience
Value
Usability
Conversion rate optimization
Stickiness
Personalization
Assets
Promoters

Analytic tools:
"Hotjar" is a heat map of your site that will tell you were your vistitors are getting hung up.
"UserTesting" is a service that asks your demographics to give you feedback

Methodology narrative example:
For this "persona" visiting the "homepage", we believe changing the "graphic" into an "interactive & linked graphic" will increase "conversions" because of "these analytics"

 

(If you liked this post you might like "Do you care more for your audience than SEO?"


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

October 2016 American Dream Composite Index Report

Fri, Nov 25, 2016 @ 11:08 AM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index

0 Comments

(Lohre & Associates and O'Keeffe Public Relations helped launch the American Dream Composite Index and are happy to repost their reports here every chance we get. This index is exactly what it says it is, a measure of the degree that Americans think they have achieved the American Dream. Enjoy.)

What is the ADCI?

The American Dream Composite Index™ (ADCI) is a unique and robust measure of American sentiment that values the American Dream on a monthly basis. 

The notion of the American Dream encompasses our behaviors, attitudes and satisfaction with economic conditions, personal well-being, societal and political institutions, cultural diversity, and the physical environment. 

The ADCI reveals what people living in the United States do, strive for, work for, wish for, and ultimately, hope for as they assume multiple roles, including but not limited to, consumers, parents, children, students, employees, employers, parishioners, voters, etc.

American-Dream-Composite-Index-Oct-2016.png

Composite Index
Is 65.54, up .23% from September. This is a small change driven by small changes to the sub-indices. The economic, well-being and environmental sub-indices are all up in October, the societal index is down, and the diversity index is flat.

Economic Index
Increased slightly to 64.49 in October, a .38% change compared to September. This increase is a result of increases to the dimensions of Job Environment, Job Benefits, Freedom of Choice and Destinations in Life. Home ownership had a significant decline in October and other constructs for the ADEI are mostly unchanged.

Well Being Index
Increased slightly to 70.77, a .49% change from September. This small increase is primarily the result of increases to the dimensions of Happiness, Leisure Activities, and the Support of Someone Special.

Societal Index
Decreased to 54.36, a change of .30% from September. This change is the result of decreases across the board in the ADSI, but primarily Trust in Business and Trust in Government. Safety in the Community is the only dimension to have a significant increase in October after the significant lows we observed for this dimension in September.

Diversity Index
Is mostly unchanged in October, changing only slightly up .13% from September to 73.86. Even though the ADDI is unchanged in October, the dimension of Melting Pot—Diversity is down slightly and Political Freedom is up slightly.

Environmental Index
Is up very slightly by .4% in October to 69.46.

Extra Insites from the October Index
This month, we asked a few extra questions with the ADCI survey related to the current political election season. A few insights are:

  • 25% of millennial respondents say they get their political news primarily from social media compared to 16% for all other generations.
  • Over half of all survey takers say the person they would like to vote for is not running in the current election. This sentiment is most shared by those reporting to be of a conservative or moderate political identity. Only 40% of liberals said the same.
  • In spite of so many people saying they are unsatisfied by the current presidential offerings, 75% of all respondents say this is the most important presidential election of their lifetime.
  • ADCI scores for those of moderate or conservative ideology are 2 points higher on average compared to those of liberals.

(If you liked this post you might likeRobots, Cobots & the American Dream - Metalworking Equipment Marketing Ripe for Inbound)

.

 


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

17 Years Ago My Father Died. He Taught Me Industrial Marketing.

Wed, Nov 23, 2016 @ 01:00 AM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency

0 Comments

wo 

Thomas-G-Lohre-Sr.jpgThe 1980 version,
"Lohre & Associates is a full-service ad agency, a member of the Four-A's, a long-established business, in continuous operation in Cincinnati for more than 40 years. We serve a variety of clients in the tri-state, some for as long as 25 years. We have a seasoned professional crew that knows the ropes in creating all kinds of selling communications, for highly technical industries, heavy capital equipment, or consumer goods marketing. Don't miss the boat! If you're looking for smoother sailing in your important selling as you chart your company's course for the 1980's, call Lohre & Associates now."

LEED Platinum Plaque.jpg

The 2016 version,
"Lohre & Associates is a full-service ad agency, a member of the U.S. Green Building Council, a long-established business, in continuous operation in Cincinnati for more than 80 years. We serve a variety of clients worldwide, some for as long as 55 years. We have a seasoned professional crew that knows the brick and mortar in creating all kinds of selling communications, for highly technical industries, heavy capital equipment, or sustainable building materials. Don't miss your grand entrance! If you're looking for an easy build in your important selling as you plan your company's growth for the 2010's, call Lohre & Associates now."

My LinkedIn Profile,
"I started work as a graphic artist at my father's (Thomas G. Lohre, Sr.) industrial marketing ad agency, Lohre & Associates, in 1977. We specialize in machine tools, mining and processing equipment. The agency grew in the 90s and survived the 2000s. Our latest initiative has been in the sustainable building materials and services industries. Janet's and my purchase of a Frank Lloyd Wright designed home in 2003 rekindled my interest in architecture. I have followed the U.S. Green Building Council's education path to learn how to serve this industry. We founded Green Cincinnati Education Advocacy in 2009 and self documented our office LEED Platinum in 2011. As a Green Building consultancy, we certified GreenSource Cincinnati's office LEED Platinum in 2013. In 2012, Lohre & Assoc. became a Hubspot Partner to offer best practices in internet marketing."


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

Great Test-Pectations - Mining Equipment Marketing

Fri, Aug 05, 2016 @ 02:37 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Branding, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Content, Advertising, Content Creation, Content Marketing

0 Comments

(This week's post is a recent article we wrote for POWDER BULK SOLIDS on a major factor in mining equipment marketing - trying before you buy! Thanks to Stedman Machine Company for the opportunity to work with them to create one of the finest marketing programs I've been a part of in my nearly 40 years in the business. Lohre also took the photos.)

Learn why it’s smart to try before you buy size reduction equipment.

By Chris Nawalaniec, Vice President of Sales & Marketing, Stedman Machine Company

Why Test?

Selecting the right equipment is also a great way to save energy. Sure you could use a carpenter’s hammer to drive a railroad spike, but it is not very efficient, and while a sledgehammer is more common, an automatic spike driver can make the task nearly effortless. However if you are only driving a single spike, the additional energy required using the automatic option becomes cost prohibitive. A review of your material and process by the equipment manufacturer can help you avoid the pitfalls of under or over selection.

Mining-Equipment-Marketing-8-5-16.3.jpg(Stedman Machine Company photo of closed size reduction circuit system with the Stedman Grand Slam™ Horizontal Shaft Impactor and a round vibratory screener.)

Testing helps determine the most efficient processing technology to meet production needs. The right equipment saves time and money in the long run. Full-scale testing provides precise size reduction solutions for the exact material/s and demonstration of a specific model before purchase.

While the nuances of size reduction are infinite, commonly encountered industrial size reduction applications use equipment that achieves reduction through one or more of the following:

  • Impact -- hitting a friable material to break large parts into smaller ones
  • Shear -- tearing or ripping material
  • Compression -- squeezing and pressing down on a material until it breaks.

Design parameters that drive size reduction crusher selection include production requirements, material characteristics, project location, climate conditions, capital cost, safety and environment, the life of product/expansion plans and maintenance requirements.

Some types of machinery can last decades. Buying the wrong equipment can have long-term consequences in the cost of consumables, lack of production and downtime. Yearly consumables alone could exceed half the cost of the unit. Size- reduction equipment is typically integrated into a large system. By choosing the wrong equipment, it could inadvertently create a bottleneck that affects the productivity of the overall system.

Test facilities have hundreds of reports on file that may match your application. Saving the expenses of preliminary testing or in the selection of the proper size reduction method. Frequently the staff has experience crushing your material or a similar material. New applications are compared to existing reference data for similar applications. Past tests provide valuable insight into how to configure equipment and plan tests.

Picking the right test facility

Simple devices like the mortar and pestle and technologically complex machines like giant mining crushers perform the same basic task: making big things smaller. Finding the right equipment for this critical process step should begin with the question, “Do we need size reduction equipment, knowledge, or both?”

Choose a test facility that has a range of different size reduction methods. A full complement of hoppers, mechanical conveyors and screens enable test plant technicians to replicate both open and closed systems. Full-size crushing equipment is best for dependable results. It is difficult to scale up crushing results from a lab-size crusher. Lab machine tests may not determine the actual horsepower and machine size the project requires. 

Is the test plant set up to provide real-world conditions in which customers can view their materials being processed -- from feeding, through size reduction and discharge/separation? Does it have an open slot to allow for the installation of other machines on an as-needed basis? Are there cameras to provide live video feeds of materials as they are being processed?

Once the testing is done, toll processing, in the same facility, can produce enough product to test downstream processes, such as briquetting and extrusion, in the future facility to ensure that the process will perform as expected. Remember, the goal is to find an application solution rather than simply buying equipment.

Mining-Equipment-Marketing-8-5-16.1.jpg(Stedman Machine Company photo of open size reduction circuit system with the Stedman Grand Slam™ Horizontal Shaft Impactor and a round vibratory screener.)

What the test plant needs to know

Size reduction process design begins with an understanding of the feed’s physical and chemical characteristics and ends with the product’s physical specifications and other unique product considerations. Five things are needed to evaluate testing possibilities:

  • Feed size
  • Moisture content
  • Tons-per-hour capacity required
  • Final product size
  • Safety data sheets

A material with high moisture content may become gummy and build up on the inside of the crusher. Moisture has a cushioning effect and can cause the material to stick together reducing productivity. When material buildup is a concern, the addition of equipment heaters and air cannons can be used to reduce build up allowing for more efficient operation. Brittle materials are easily crushed, but the process may create too many fines. Heat-sensitive materials may need cooling systems. 

Getting the material to the test facility may be a problem. Can the consistency of the material change during shipping to the test plant? Can the facility restore your material to its as-shipped condition? For typical tests about 200 to 500 pounds of material are required.

What to expect during the test

First steps are sampling of the raw feed to establish the input gradation, moisture level and creating a plan for crushing tests specific to the project goals. To achieve the desired particle size and consistency, the test facility will consider: particle size distribution (the percentage of lumps versus fines) as it enters the crusher, feed control (Will it become gummy or sticky?) and how material is taken away from the crusher. If the material has a large percentage of fines, it’s more efficient to separate the fines with a screener first. Only the oversized material goes through the crusher.

Plan to spend a few days observing the testing process and all the procedures necessary to produce the required end product including preparation, loading of your material and RPM sets for fine to coarse production. You’ll witness the real-time horsepower consumption through start up and full load.

Test plants are operated in either open or closed circuit. Open circuit means the material passes through the crusher once. Closed circuit means that material is re-circulated back into the crusher if it doesn’t pass through a certain screen mesh. In closed circuits, as much as 30 percent of material may re-circulate before meeting size requirements, which increases energy use by 30 percent.

If needed, the test facility will run your material through various crushing methods and/or determine how to fine tune the crusher’s configuration for your process. Two different type crushers may effectively reduce your material at the specifications you need, but one may require much less horsepower and less cost to operate.

Mining Equipment Toll Processing(Stedman Machine Company photo provided of closed, air-swept size reduction circuit system with a Stedman Vertical Roller Mill.)

The report

The data produced from the test of your material helps estimate operating costs from power consumption to wear parts and the information needed to select the right crushing and size reduction equipment. The written technical report provided to you will include the following:

  • Raw feed particle size distribution
  • Moisture content analysis
  • Product particle size distribution gradation analysis
  • Bulk density analysis before and after crushing
  • Abrasion Test to determine if an impactor is feasible for a particular application and to estimate hammer wear life.
  • Power requirements for startup and operation

Evaluating results and scale up

Performance data obtained on test plant equipment are scalable to accurately predict outcomes achieved on production models. Once your tests are done, the sales engineer will make recommendations for equipment type and size, open or closed circuits and other equipment like air cannons or heaters to loosen caking or sticky material. The equipment selected should produce the same particle size distribution as the test unit and the energy required at the production throughput rate is scalable from the test equipment.

Size reduction expressed in the simplest form is: “Material + Energy = Size Reduction.” Experienced, knowledgeable size reduction equipment suppliers will guide a customer through the correct questions and recommend the best-suited method for any specific materials. Reputable suppliers will refer customers to other equipment manufacturers with better-suited styles of equipment when their products are not suited to the application.

In conclusion, following these simple steps when and where you define your product and process, perform testing and consider your installation, you will succeed in buying a crusher that will provide years of trouble-free processing.

Stedman Machine Company, 129 Franklin Street, Aurora, IN 4001, 812-926-0038; www.stedman-machine.com, sales@stedman-machine.com 

About the author

Chris Nawalaniec is Vice President of Sales and Marketing at Stedman Machine Company, the Aurora, Ind.-based manufacturer of size reduction equipment and systems, founded in 1834. Nawalaniec graduated from the University of Cincinnati (BSME, MBA) and has more than 30 years professional experience in size reduction and particle size separation. Nawalaniec oversees new machinery and system sales, as well as the full-service test plant that has been operating at Stedman for more than 90 years. (Read Chris' mining equipment marketing testimonial.)

About Stedman Machine Company

Stedman Machine Company works closely with its customers to determine the best, most cost-effective, efficient size reduction method and equipment for specific applications. Stedman’s line of equipment includes: Cage Mills, Grand Slam™ and Mega Slam™ Horizontal Shaft Impactors, V-Slam™ Vertical Shaft Impactors, Hammer Mills, Aurora Lump Breakers, Micro-Max™ and Vertical Roller Mill Air Swept Fine Grinders. Stedman operates a complete testing and toll processing facility staffed by experienced technicians with full-scale equipment, allowing customers to witness accurate crushing test results, predicted output capacities and processing data. Support services include system design and 24-hour parts and service


Cincinnati's Full-service Industrial Advertising Agency

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

Read More

Industrial Social Media for Quarries

Fri, Jul 29, 2016 @ 04:13 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Branding, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Content

0 Comments

 (Thanks to Trevor Hall, Founder, Clear Creek Digital, for this great article in the July/August 2016 STONE SAND & GRAVEL REVIEW. We thought it was just going to be another marketer that was selling industrial social media to accounts that didn't use it industrially themselves let alone actually have experience working in a quarry, but Trevor is the real deal and has some good tips for quarries to improve their community relations.)


Social Media Can Help Improve an Operation

industrial-social-media.jpgOUR ONLINE NEWS FEEDS and social media accounts are more and more filled with websites and articles with catchy titles like "Top 5 Amazing Survivor Stories," "10 Apps for your iPhone," "8 Rocks That Look Like Celebrities." We all, myself included, get caught wanting to know more about these headlines. Many times we click and visit the information.

Called "listicles," these articles blend a list with short articles, and there are lessons to be learned from them. People read them because they appear - and typically are - quick to read, have an enthusiastic tone and spur creative disruption in our own minds. Most importantly, though, they grab our attention.

Everyone online is hammered with copious amounts of information every second of the day. Figuring out how to grab people's attention, even just for a few seconds, is a very challenging task. What is most daunting, espe­cially for quarries, is understanding how to communicate a very complex process like aggregates production with many different internal func­tions and processes in a quick, eye­catching and engaging message.

Finding ways to incorporate the kind of content that catches the eye of our industry and our communities, including residents near stone, sand and gravel operations, is a vital part of any community relations plan.

Know the Social Networks

Social networks like Twitter, Facebook, LinkedIn and YouTube pro­vide new tools for aggregates opera­tions to tell their story.

Twitter: Posts are 140 characters or less, so it's important to link back to blogs or information on a different website.

Facebook: Users can share photos, videos and updates about a quarry or company with a "page" that is dedi­cated to that company or operation.

LinkedIn: A professional social network where users post their work experience and look for jobs. Companies also create pages on LinkedIn to share content.

YouTube: Users can share and com­ment on videos, which is one of the most popular and engaging forms of media today. These digital tools can/enhance a company's ability to engage neighbors, lawmakers and regulators. Also, these networks can be used to inform a pub­lic of something they may not know much about, including quarrying.

Online media's reach is huge and increasing. A majority of the global population is on some type of social network. With the growth of mobile technologies reaching even to rural Africa, many more people are likely to join. Further, the data shows that online social dialogues and infor­mation sharing are not just for a younger crowd anymore. Social media users 65 years of age and older have more than tripled in the past five years.

Recognize and Use Social Media Trends

It is vital that aggregates opera­tions recognize the trends of the online audience and appreciate its huge and growing size. Notice, I did not suggest that companies become "masters" of digital marketing. But recognition of best digital commu­nication trends can lead you on a wonderful path to exploring how to tell the story of your operation or your products.

Online and mobile video will also play an important role for every busi­ness and operation. It is predicted that by 2020, 80 percent of people will rely on video content to form opinions and/or support for busi­nesses and organizations. Aggregates producers are not exempt from this trend, and can enhance traditional community outreach with videos and photos.

Print publications or text on a screen can be enhanced with multi­media content that is easy to share with people who both support or are critical of a quarry.

Short and Shareable is the Way to Go

Try to grab attention of an online audience by using powerful and quick information. This is especially true for social media networks such as Twitter, LinkedIn and Instagram because they rely on images and photos in addition to text.

Photos and video play crucial roles in grabbing the attention of view­ers. The more engaging your con­tent is, the more likely you are to see an increase in viewers. YouTube, the popular video-sharing site, is the second largest social network­ing site behind Facebook. More people are turning to YouTube to share and gather information than ever before.

For example, every day people are watching YouTube to learn how gran­ite is quarried and crushed, and there are videos with thousands of views on how limestone is produced.

Stone, sand and gravel companies can connect the value of their opera­tions to the personal benefit of the reader and their community. Right now, there aren't many aggregates producers in the United States fully utilizing social and digital media to share company information. So there is a great opportunity for companies and quarries to produce quality and positive content about the industry.

Using Social Media to Build a Brand

In print and online communica­tions, the words we use matter a lot. The recent presidential campaign has shown how audiences react to words used in tweets and images shared on Facebook.

Some people on social networks may negatively respond to a com­pany's content, regardless of how informative and engaging posts may be. One of the best ways to safeguard one's messaging from these tribula­tions is to make your content fun. Allow your organization to pull the curtains back a bit and show the human and humanitarian aspects of your company. It is harder for posi­tive and educational content to be perceived as anything but, and using facts and information is also a great way to address negative comments you may receive.

Staying positive, engaging and edu­cational is a great way to highlight employees, the communities you work with and the dynamic ways that rocks are quarried and crushed and shipped to customers. After all, the adventures of quar­rying are wonderful stories. It's up to you to share them. •

Trevor Hall is the founder of Clear Creek Digital, LLC, a digital communications and marketing firm focused on provid­ing those resources to mining and engi­neering organizations. Visit his website at www.clearcreekdigital.com.


(Thanks Trevor, Having a high performance site is the number one industrial marketing challenge, get it right and your industrial social media will pay off big.)


Cincinnati's Full-service Industrial Advertising Agency

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

Read More