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Synchronous Motors and Drives - OEM Marketing

Sun, Apr 23, 2017 @ 10:37 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Marketing, Industrial Branding, Metalworking Equipment Marketing, Industrial Marketing Handbook, Industrial Marketing Content, OEM Marketing

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4 ABM Drives Synchronous Motors and Drives 400.jpgThe following is an example of an OEM Marketing publicity campaign for an OEM to specify ABM Drives as an assembly for their equipment. It 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. 


Custom Sinochron® Synchronous Motors and Drives can Operate without and Encoder

The SINOCHRON® Motor design offers advantages in continuous duty applications. The efficiency is also better in partially loaded duty cycles, when compared to standard asynchronous motors. Drive units are virtually loss-free in no-load operation. This motor design offers advantages in powering conveying equipment; escalators, spooling machines, compressors and traction drive units amongst others. By substituting existing line powered three-phase drive units, energy savings of 20 to 35 percent can be expected.

SINOCHRON® is a synchronous motor with high-performance permanent magnets with a sinusoidal flux distribution (EMF). The anisotropic rotor geometry provides a sinusoidal distribution of the magnetic flux with the result of eliminating cogging. Stator windings are identical to asynchronous motor windings allowing for a cost-efficient production of the stators in large batch sizes. The SINOCHRON® Motor operates without an encoder and can replace a stepper motor in some applications. This patented technology combines high output, minimal investment and low operating cost.

The characteristic profile of these drive units makes them well suited to drive pumps and fans that operate continuously, no additional components, like encoders, are needed. Up to 30 percent smaller footprint, allows machine designs to be more compact. The motors have excellent control behavior and combined with included control unit SDC, have excellent true running even at very low speeds and impressive dynamics at impulse load and speed variations.

Continuous duty pumps and fans are now required to meet new efficiency regulations which require line powered three-phase motors and geared-motors with rated outputs of 0.2 up to 9.0 kW operating continuously at rated load (duty cycle S1) to be a minimum of efficiency class IE3 (premium efficiency) or IE2-drive units to be equipped with electronic inverters. Inverter powered SINOCHRON® Motors from ABM Drives economically meet these requirements.

About ABM DRIVES INC.

ABM DRIVES 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 DRIVES INC.

Gabriel Venzin, President

394 Wards Corner Road, Suite 110, Loveland, OH 45140

Phone: 513-576-1300

Mobile: 513-332-7256

E-mail: gabriel.venzin@abm-drives.com

Website: www.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


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 News Release Example

Fri, Apr 14, 2017 @ 12:50 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, Process Equipment Marketing News Release

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Chain Mill Breaks Up Material Lumps


Chain mills represent a cost-effective crushing solution for reducing a wide variety of materials. Stedman Machine Company’s chain mill crushers can handle a large volume of tailings per hour.

Process Equipment Marketing Chain Mill News Release.jpg

 

An especially effective fertilizer crusher, the Stedman chain mill crusher series is engineered to break up lumps in superphosphate, triple-superphosphate, granular and conventional fertilizer tailings. Other applications include animal bedding, sawdust and many materials requiring lump removal for conveying or processing. The single or dual rotor chain mill crusher features heavy-duty construction with a welded plate steel housing and removable back plate. Capacities vary depending on feed size, feed rate, operating conditions, desired product output, characteristics of feed material, and equipment configuration. Full-scale material testing available at the Stedman Testing & Toll Processing Facility.

Stedman Machine Company, 812-926-0038, www.stedman-machine.com

If you would like to learn more about writing a process equipment marketing news release or an application story "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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Social Media Guidelines

Sat, Apr 08, 2017 @ 10:21 AM / by Chuck Lohre posted in Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook, Social Media Guidelines

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Socail-Media-Guidelines.jpg

(This week's post comes from the world of Burning Man, I went last year and learned a lot about how a community uses and polices social media. Just ran across this video of the Astec Dancers by fellow Earth Guardian Camp volunteer Martin Cline and on further research ran across their social media policies. I wanted to copy them here as an excellent set of guildlines for any company wanting to define their social media use for both their benefits and rules to prevent inproper use. Enjoy.)


These pages contain the Burning Man Project's policies, protocols and guidelines for the online activities of our staff and close volunteers, including the usage of official Burning Man email addresses, email lists, and social networking services in general.
 
As a staff member or volunteer for the Burning Man organization, you are expected to read and understand these policies.  Any questions or concerns about them should be directed to your manager, or to the Burning Man Communications Department.
 
1 Social Media Guidelines For Burning Man Staff
2 Acceptable Use of Burning Man Regional Email Lists
3 Acceptable Use of Burning Man Aliases and Email Addresses
4 Best Practices in the Use of Burning Man Email Lists
5 Acceptable Use of Burning Man Email Lists
 
Social Media Guidelines For Burning Man Staff
Last Update: December 2014
 
Burning Man recognizes that many of our staff members and close volunteers participate in social media services for their own personal use -- and often, to talk about Burning Man and their experiences within this culture. We feel this contributes to a richer voice about our culture, sharing an important story that we very much want to see accessible in the world.
 
And so to help you, our culture's leaders, to engage in with social networks and online communication without inadvertently causing any undue harm to the Burning Man Project or your fellow Burners, we've crafted a set of basic guidelines for for social media, including:
 
·       Scope of Social Media
·       Personal vs. Professional
·       Who Are You Speaking For?
·       Who Are You Speaking To?
·       Basic Personal Conduct
·       Employees: Using Social Media at Work
·       What To Say? What Not to Say?
 
Scope of Social Media
Social media includes websites and services that facilitate interaction and conversation between people online. This includes social networking sites (Facebook, Tribe, LinkedIn, etc.), content on media sharing sites (Flickr, YouTube, etc.), blogs, microblogs (Twitter, etc.), web comment sections, forums, wikis, and social areas of a website.
 
Personal vs. Professional
You're generally encouraged to be mindful of and responsible for how what you say will reflect not only on you as an individual, but Burning Man as an organization and a culture. Because of the hazy line between the professional and the personal when it comes to being a part of this organization, even "unofficial representatives" online can reflect on us all and hamper our ability to fulfill our mission.
 
If you use a pseudonym, you should assume that some people know who you really are. Be transparent about your connection to the organization where appropriate.
 
Who Are You Speaking For?
If you're saying something from your own perspective or stating your personal opinion rather than speaking officially for Burning Man, it's never a bad idea to specifically state that. Typically, you should not consider yourself a "spokesperson" for Burning Man, and sometimes (such as moments of crisis)? Definitely leave it to the spokespeople.
 
Who Are You Speaking To?
It's best to assume Burning Man's worst critics, biggest fans, your supervisor, your coworkers, and your mother all likely have the ability to access what you write online, even if you're not directly "connected". Never underestimate the velocity with which information jumps across networks.
 
Basic Personal Conduct
Your actions online should reflect Burning Man's values as presented in the Ten Principles, our Mission Statement, and all written policies for email list and alias usage. Walk the talk with how you behave, as well as what you say.
 
Employees: Using Social Media at Work
It's between you and your manager to determine when / how much use of social media is appropriate during work hours, and/or when you should engage with social media in pursuit of your responsibilities.
 
What To Say? What Not to Say?
We trust you to exercise common sense and good judgment in your communications. If ever you're not sure about something, check with your manager or Communications.  Here are some thoughts:
 
-       Don't Know? Don't Answer. If somebody's asking a question, and you're not sure of the answer, there's nothing wrong with saying, "I don't know," -- but there's a lot wrong with perpetuating speculation or rumormongering. Refer questions to somebody who knows the answer if you don't.
 
-       Confidential Information. Never disseminate proprietary or confidential Burning Man information (things like unannounced policy changes, legal issues, and ongoing litigation). If you're not sure it's confidential, err on the side of caution, and check with your manager or Communications.
 
-       Know Your Facts. While you might *think* you know something, there could be something in play you're not aware of, or a recent internal change. Ask around if you're not absolutely sure.
 
-       Tell the Story. Feel free to provide unique, individual perspectives on non-confidential activities or anything that's publicly observable or not proprietary to your role. Telling stories is how Burning Man's values are shared in the world.
 
-       Personal Privacy. It's common courtesy, before mentioning co-workers or other individuals involved with the Project, to check in with them to assure they're okay with being mentioned by name in association with Burning Man.
 
-       Don't Feed the Trolls. Avoid engaging trolls (people who bait you with inflammatory statements to get a reaction), or participating in a flame war. Even if you "win" you lose. Burning Man is a widely misunderstood discussion topic, and negative PR and misstatements abound, but sometimes the best response is just to let them die out on their own.
 
-       Don't Be *&$%# Offensive. If you use offensive or inflammatory language, you'll be perceived as offensive or inflammatory, and the rest of Burning Man will be too.
 
Once posted, social web content can stay in play and affect perceptions for a very long time. Think before you hit "Send".  Any questions, concerns or ideas can be addressed to Burning Man's Communications Team.
 
Acceptable Use of Burning Man Regional Email Lists
 
The purpose of this policy is to provide guidelines about acceptable use of Regional Burningman.org email distribution lists for sending and receiving email messages and attachments, or any Technology Department resources thereof. The policy describes the standards that users are expected to observe when using Burning Man Regional Announcement and Discussion lists for email, and ensures that users are aware of the consequences attached to inappropriate use of these resources.
 
Further, this policy serves to advise the users of those guidelines to provide a framework wherein users of these lists can apply self-regulation to their use of these resources.
 
1. Email groups are established for Burning Man Regional Contacts to utilize to organize local Burning Man communities and enable Burners to maintain a cultural connection to one another online. All email to a group should be consistent with the purpose of the group, and used to accomplish tasks related to and consistent with the values of the Regional Network and the Burning Man Project at large.
 
2. Burning Man's Technology Team, Regionals Team, or Regional Contacts/list managers may restrict access to these lists where there is reason to believe that laws or Burning Man policies have been violated. Unacceptable use of email lists includes:
• Use of email to support any inappropriate commercial advertising or for-profit activity unrelated to the Burning Man Project or the Regional Network.
• Use of email to initiate or forward chain letters. (NOTE: Most chain emails referring to viruses are hoaxes, and should be ignored/deleted.)
• Failure to use “OT” to designate off-topic posts, or abusing the option of occasional “OT” posts.
• Violations of copyright laws (unlawful distribution of copyrighted printed material, audio recordings, video recordings, or computer software.)
• Sending messages to an individual or group that are unwelcome. This includes continuing to send such messages after being asked by the individual or group member to cease doing so, even though the material itself may not be considered offensive.
• Use of email to lodge grievances that should be handled through existing Burning Man policies and procedures, such as the Conflict Resolution protocols.
• Use of a false email address or “spoofing”.
• Use of email to threaten or harass others, to cause annoyance, disruption, or needless anxiety.
• Spamming – sending unsolicited material and/or material not related to Burning Man’s mission to the lists, or using the list to cull for addresses with which to do so.
• Use of email to promote political or religious causes or events. (Note: Given Burning Man’s commitment to public service, the use of email lists to send information about governmental, civic, or charitable organizations or community-wide events such as memorial services may be an approved use.)
• Use of mass email to publicly castigate, chastise, defame, or ridicule any person, particularly any member of the Burning Man community.
•  The willful introduction of computer viruses or other disruptive/destructive programs into the Burning Man network or other networks.
• Disruption of activity related to the Burning Man mission or the mission of the user’s specific team.
• Disclosure of personal information or violating the privacy of other users. This includes publishing to others the text of a message written on a one-to-one basis, without the prior express consent of the author.
• Use of email lists to obtain individual email addresses with which to execute any of the above-outlined violations in an “off-list” manner, or to create separate lists for secondary or outside purposes.
 
3. List moderators and owners will monitor the use of these lists to ensure that the above-listed guidelines are met.
 
4. Managers will also act to restate the purpose and mission of each list on a regular basis to ensure that all members maintain an understanding of said purposes. Moderators will be responsible for assuring that new members are advised of those missions and of these stated policies, and monitoring the list for adherence to the above-outlined regulations and policies.
 
Misuse of Burningman.org Resources
Suspected or known violations of this policy, or of the law, should be confidentially reported to the Regional Committee at Burning Man, who will collaborate and/or work with the local moderator to execute appropriate action or response.
 
Violations may result in revocation of email service privileges; management or staff disciplinary action up to and including dismissal from Regional Contact role; referral to law enforcement agencies; or other legal action. 
 
Acceptable Use of Burning Man Aliases and Email Addresses
Last update: December 2014
 
This Burning Man alias (yourname@burningman.org) and email address policy exists to provide guidelines for acceptable use for the purpose of sending or receiving email messages and attachments via a Burningman.org email address or alias. The policy is also designed to specify the actions that Burning Man will take in the investigation of complaints received from both internal and external sources about any unacceptable use of email that involves Burning Man’s technological resources.
 
1. Unacceptable use of said resources may include:
a)   Use of email to support any commercial advertising or for-profit activity.
b)   Use of email to initiate or forward chain letters. (NOTE: Most chain emails referring to viruses are hoaxes, and should be forwarded to list-request@burningman.org for review. If the content of the email is determined to be real and should be distributed to the Burning Man community, the Technology Department will take appropriate action.)
c)    Violations of copyright laws (unlawful distribution of copyrighted printed material, audio recordings, video recordings, or computer software.)
d)   Sending messages to an individual or group that are unwelcome. This includes continuing to send such messages after being asked by the individual or group member to cease doing so, even though the material itself may not be considered offensive. (Note: A user may not “unsubscribe” from lists used by Burning Man for official purposes, unless the user is separating from duties and affiliation with that group.)
e)   Use of email to lodge grievances that should be handled through existing Burning Man policies and procedures, such as the Conflict Resolution protocols.
f)     Use of a false email address or “spoofing”.
g)   Use of email to threaten or harass others, to cause annoyance, disruption, or needless anxiety.
h)   Spamming – sending unsolicited material and/or material not related to Burning Man’s mission to the lists, or using the list to cull for addresses with which to do so.
i)     Use of email to promote political or religious causes or events. (Note: Given Burning Man’s commitment to public service, the use of email lists to send information about governmental, civic, or charitable organizations or community-wide events such as memorial services may be an approved use.)
j)     Use of mass email to publicly castigate, chastise, defame, or ridicule any person, particularly any member of the Burning Man community.
k)   The willful introduction of computer viruses or other disruptive/destructive programs into the Burning Man network or other networks.
l)     Disruption of activity related to the Burning Man mission or the mission of the user’s specific team.
m)Disclosure of personal information or violating the privacy of other users. This includes publishing to others the text of a message written on a one-to-one basis, without the prior express consent of the author.
n)   Use of aliases to obtain individual email addresses with which to execute any of the above-outlined violations in an “off-list” manner.
o)  Burningman.org email addresses and aliases are given for the purposes of representation of the organization for official purposes. They are not intended as “perks” and are limited in distribution to those whose roles require them to represent the organization accordingly. As such, users should bear in mind that when composing email from said addresses, one’s words can and are perceived as representing the organization, even, at times, when one claims to be expressing one’s personal opinion. Email users should take care to not give the impression that they are representing, giving opinions, or otherwise making statements on behalf of Burning Man or any team thereof unless they are expressly asked to do so. At times, statements such as the following disclaimer may be appropriate: “The opinions or statements expressed herein are my own and should not be taken as a position, opinion, or endorsement of the Burning Man Project.” 
 
2. Email resources may be used for incidental personal purposes provided that such use does not:
 
p)   Directly or indirectly interfere with the operation of computing facilities or email services.
q)   Interfere with the email user’s employment or other obligations to the Burning Man Project.
r)    Violate this policy or any other applicable policy or law, including but not limited to use for personal gain, conflict of interest, harassment, defamation, copyright violation, or illegal activity.
s)   Email messages arising from such personal use shall, however, be subject to access consistent with this policy and applicable law. Accordingly, such use does not carry with it a reasonable expectation of privacy.
 
3.  If a user has been requested by another user via email or in writing to refrain from sending email messages, the recipient is prohibited from sending that user any further messages, until such time as he/she has been notified by the appropriate manager that such correspondence is permissible. Failure to honor such a request shall be deemed a violation of this policy.
 
4.  If, due to latency, departure, or dismissal, a change in the user’s status with Burning Man occurs, email or alias privileges may be revoked at the sole discretion of Burning Man. This includes when the affiliation between the user and Burning Man comes to an end, by any circumstances.
  
Misuse of Burningman.org Resources
Suspected or known violations of this policy, or of the law, should be confidentially reported to the appropriate supervisory level for the team in which the violation occurs. Violations will be processed by the appropriate managers, and/or law enforcement agencies as necessary.
 
Violations may result in revocation of email service privileges; management or staff disciplinary action up to and including dismissal; referral to law enforcement agencies; or other legal action.
 
Alias Format
In order to promote consistency, professionalism and eliminate confusion, all new email addresses and aliases going forward in 2014 and beyond will follow this format: first.last@burningman.org
 
This policy doesn't apply to those who've already been assigned first name or playa-name aliases. Those already existing first name/playa-name email addresses are grandfathered and won’t have to be changed except in cases where, in the transition of email addresses from burningman.com to burningman.org, a duplicate exists. Then an evaluation and change to a first.last@burningman.org email address may occur.
 
Exceptions going forward may be made on a case-by-case basis for year-round staff with outward-facing customer service positions in addition to their internal roles. Examples of this could be those in the Communications Department, HR department, playa staff, or anyone else who has community-facing responsibilities.  Any questions can be directed to your department head, who will make the final call on allowing first name or playa name aliases. 
 
Best Practices in the Use of Burning Man Email Lists
Last Update: December 2014
 
1 DO NOT send attachments to a Burning Man list. Attachments should be put on the Ultranet, and linked to from there.
2 Use the letters "OT" to indicate something is "Off Topic", meaning it's personal, or about a non-Burning Man-related subject.
3 Headers should reflect the subject of your email. In the midst of a long debate, check to make sure your header still reflects the subject you're talking about.
4 Avoid cross-posting to multiple lists. When people begin to "reply to all" posters from other lists will bounce, forcing the moderator to open every attempted post to ensure it's not actually from someone on the list who might be posting from another email address. One suggestion would be to post separately to each list, but indicate you've cc:ed the other lists at the top of the body of the email.
5 If you hit "reply" to an email, you will be replying to only to the original sender, and not the list. You will need to hit "Reply to All" if you wish to reply to the poster AND the list. When you hit "Reply to All", it's also good form to remove the email address of the original sender so they don't get two replies.
6 Do not EVER take a private email sent to you and put it on a public discussion list without permission of the original sender. This is basic internet etiquette.
7 Remember ALL CAPS means you're yelling, and we don't need to do that to family and friends on a Burning Man discussion list.
8 Don't be mean to each other ... take it off list. No one wants to see others arguing in public.
9 It's very easy to dissect a person's email point by point, and in some cases this is the best approach. Sometimes summarizing your thoughts at the top can be speedy for you and for the reader.
10 Rather than including all large number of email addresses in the CC: field of a message, use the BCC: function if you must send an email to any group over 20 people that don’t know each other.
 
Acceptable Use of Burning Man Email Lists

The purpose of this policy is to provide guidelines about acceptable use of Burningman.org email distribution lists for sending and receiving email messages and attachments, or any Technology Department resources thereof. The policy describes the standards that users are expected to observe when using these resources for email, and ensures that users are aware of the consequences attached to inappropriate use of these resources.
 
Further, this policy serves to advise the users of those guidelines to provide a framework wherein users of these lists can apply self-regulation to their use of these resources.
 
1 Email groups are established for Burning Man committees, departments, and special projects. Email to a group should be consistent with the purpose of the group, and used to accomplish tasks related to and consistent with the Burning Man mission.
2 Burning Man’s Technology Department may restrict or suspend access to these lists where there is reason to believe that laws or Burning Man policies have been violated. Unacceptable use of email lists includes:
i Use of email to support any commercial advertising or for-profit activity.
ii Use of email to initiate or forward chain letters. (NOTE: Most chain emails referring to viruses are hoaxes, and should be forwarded to list-request@burningman.org for review. If the content of the email is determined to be real and should be distributed to the Burning Man community, the Technology Department will take appropriate action.)
iii Failure to use "OT" to designate off-topic posts, or abusing the option of occasional "OT" posts after being given feedback by list manager.
iv Violations of copyright laws (unlawful distribution of copyrighted printed material, audio recordings, video recordings, or computer software.)
v Sending messages to an individual or group that are unwelcome. This includes continuing to send such messages after being asked by the individual or group member to cease doing so, even though the material itself may not be considered offensive. (Note: A user may not “unsubscribe” from lists used by Burning Man for official purposes, unless the user is separating from duties and affiliation with that group.)
vi Use of email to lodge grievances that should be handled through existing Burning  Man policies and procedures, such as the Conflict Resolution protocols.
vii Use of a false email address or “spoofing”.
viii Use of email to threaten or harass others, to cause annoyance, disruption, or needless anxiety.
ix Spamming – sending unsolicited material and/or material not related to Burning Man’s mission to the lists, or using the list to cull for addresses with which to do so.
x Use of email to promote political or religious causes or events. (Note: Given Burning Man’s commitment to public service, the use of email lists to send information about governmental, civic, or charitable organizations or community-wide events such as memorial services may be an approved use.)
xi Use of mass email to publicly castigate, chastise, defame, or ridicule any person, particularly any member of the Burning Man community. 
xii The willful introduction of computer viruses or other disruptive/destructive programs into the Burning Man network or other networks. 
xiii Disruption of activity related to the Burning Man mission or the mission of the user’s specific team.
xiv Disclosure of personal information or violating the privacy of other users. This includes publishing to others the text of a message written on a one-to-one basis, without the prior express consent of the author.
xv Use of email lists to obtain individual email addresses with which to execute any of the above-outlined violations in an “off-list” manner.
 
     3.  List moderators and owners will monitor the use of these lists to ensure that the above-listed guidelines are met. They will also serve to re-examine list membership each year. Membership to each list is restricted to active members of that team, except as membership may be defined by an emeritus or consultant status; therefore, lists will be culled each year to ensure that membership is limited to those who have an active role in the missions of the team or of Burning Man. 
     
     4.  Moderators will also act to restate the purpose and mission of each list on a regular basis to ensure that all members maintain an understanding of said purposes. Moderators will be responsible for assuring that new members are advised of those missions and of these stated policies, and monitoring the list for adherence to the above-outlined regulations and policies. 
 
Misuse of Burningman.org resources
Suspected or known violations of this policy, or of the law, should be confidentially reported to the appropriate supervisory level for the team in which the violation occurs. Violations will be processed by the appropriate managers, and/or law enforcement agencies as necessary.
 
Violations may result in revocation of email service privileges; management or staff disciplinary action up to and including dismissal; referral to law enforcement agencies; or other legal action.
 

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If you liked this you might like to learn more about how effective industrial press conferences are at major trades shows.
 
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Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
 
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New Inbound Marketing Services Offered

Tue, Mar 28, 2017 @ 03:13 PM / by Chuck Lohre posted in Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook

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inbound-marketing-cincinnati.pngDo you need help with your inbound marketing initiatives? We have just launched a new marketing services selection that will work with you and your team to help you develop and execute your projects and programs.

Here are a few product services to build and repurpose content:

Dynamic White Paper
Let us turn your existing white paper into a 10-minute audio/visual experience. Our editor will create a narrated visual presentation from your white paper, and then we will promote it to your target audience for 12 months.
 
White Paper Writing Service
Let us write, design, and host a technical paper for your target audience. Consult with our editorial director and then let our technical writer work with you to create the white paper. We can host and promote your new content or you can promote to your already existing customer base and prospects.
 
Build a Tech Talk
Our editor will consult with you, construct a presentation, prepare slides, and craft a script for your company's expert, who will provide the voiceover. Our moderator will introduce your expert and close the presentation.
 
Audience Engagement Quiz
Our editor will consult with you and then write an audience quiz based on your white paper or e-book. We design and then deploy the quiz to your target audience. You receive full contact leads as well as statistics on how each registrant did on the quiz and who downloaded your white paper or e-book.
 
Let us help you to define content strategy and to distribute your new and existing material to build your brand.

To schedule a free consultation to discuss your next project, contact Chuck Lohre at chuck@lohre.com or call 513-961-1174

 
###
If you liked this you might like to learn more about how effective industrial press conferences are at major trades shows.
 
###
Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
 
Read More

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

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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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