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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

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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

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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

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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.

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

 

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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

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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

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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

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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.")


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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

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(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
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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

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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
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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

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(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)

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

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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
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In the Future, Marketing Will Be Automated - #Inbound16

Sat, Nov 12, 2016 @ 02:11 PM / by Chuck Lohre posted in Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency

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This is the future I learned of at Inbound 2016, the Hubspot internet marketing conference in Boston last week. Hubspot is a marketing automation software system we have used for the last three years. 

 
I listened to stories of hardened industrial sales guys wanting to abandon email marketing because it was a waste. It brought a sly smile to the marketing guy that then told him how their recent 12 million dollar account started from a LinkedIn post. He had the proof. And the young lady telling the story of how what used to be a year long courtship for a $200,000 software purchase was reduced to two months because the new client had already read all about the capabilities of the company and didn't need to have a honeymoon.
 Marketing-Automation-Inbound-2016.jpg

All of my clients want to come up on the first page of Google. That is the question I wanted answered. What I learned is that now Siri understands language better than humans do. 20% of all searches are by voice , now. And Google knows who you are, where you are and predicts what you want. If you want to be on the first page fo Google you're going to have to predict what your customers want. And how they ask for it.

(To be continued)

Learn more with our Marketing Handbook which needs to be updated with this info.


Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
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Industrial Marketing Ideas from Inbound 2016

Wed, Nov 09, 2016 @ 04:24 PM / by Chuck Lohre posted in Marketing, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency

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Today's post is an industrial marketing ideas report from Inbound 2016 in Boston this week. These are my notes from founders Brian Halligan and Dharmesh Shah's presentation.
 IMG_0614.jpg

Brian

  1. Now ad words are 100% above the fold
  2. Facebook now has "Pay per lead" it's a big change
  3. Now we have 14 vendors versus 5 ten years ago
  4. Paid content and content marketing go well together
  5. Ten years ago the web site augmented the sales person. Today the sales person augments the web site.
  6. Questions are the new keyword phrase
  7. 50 percent of content needs to be video
  8. Users want a self service environment with your brand
  9. More people don't have a phone on their desk. Please don't leave a voice mail.
  10. Start with the sale and work backwards.  The cold call is dead. Sales start with a personal email fron a sales rep, that sends 10 well thought out emails per day versus 100.
  11. Today, customers expect value before the sale. Use a Casper mattress for 100 days before paying.
  12. Always be closing, Is now always be helping
  13. Emails. Less is more.  
  14. Cold calls. None is more.
  15. Trials. A taste is more.
  16. Sales reps still have the power and knowledge. But later in the sales process.
  17. 58% of sales starts with customers talking with each other
  18. 47% from media articles
  19. Base commission, pricing and recurring revenue plan on customer success
  20. Take dollars from marketing and spend it on adding value to your customer delight
  21. Terrible time to be the incumbent. 50% churn at the top 500 world brands

 

Darmesh

  1. 1994 internet founded
  2. The reason google succeeded because they tracked the link graph. 3.5 billion searches per day.
  3. Facebook has the private social person link graph. 2 billion searches per day.
  4. Amazon has the product search link graph
  5. The way to win at SEO is to focus on the HEO human engagement optimization
  6. Soon text to audio will be human like
  7. On mobile they use apps 80% of the time, not browsers
  8. Messaging apps have more users than other apps.  Now Slack. Teams and Facebook Work
  9. Messaging trust is stronger than email
  10. Chatbots will be huge because the interface is human like. Hubspot building growthbots.
  11. Ask Growthbot who are the law firms that use google apps in boston. Then add it to leads.
  12. Growthbot.org and message. "inbound is awesome" and you will have access to the beta
  13. His prediction is that AI will become more human like
  14. We will have automous self driving marketing automation. The only problem will be having all the data in one place.  
  15. We can now wish for what we want and sometimes our wish is granted.

Learn more with our Marketing Handbook which needs to be updated with this info.


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