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2018 Economic Outlook - Looks Good

Wed, Dec 13, 2017 @ 01:07 PM / by Jeff Berman posted in Industrial Content Driven Marketing, Industrial Marketing Trends, Marketing

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An optimistic picture for ongoing economic growth for both the manufacturing and non-manufacturing sectors

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As was the case in its previous edition in May, the December release of the Institute for Supply Management’s (ISM) Semiannual Economic Forecast paints an optimistic picture for ongoing economic growth for both the manufacturing and non-manufacturing sectors as part of the recovery that kicked off in earnest in mid-2009.

Data for this report is based on feedback from U.S.-based purchasing and supply chain executives in manufacturing and non-manufacturing sectors.

On the manufacturing side, ISM expects revenue in the sector to increase by 5.1% in 2018, which is ahead of 2017’s estimate of 4.1%, with 70% of manufacturing respondents expecting 2018 revenue to be ahead of 2017 revenue and revenue expected to grow in 16 of the 20 manufacturing sectors.

2018 manufacturing capital expenditures are expected to be up 2.7%, which is below the 8.7% increase from 2016 to 201 and also below May’s estimate of 5.2% for 2017. The report said 2018 manufacturing capital expenditures are expected to head up 2.7%, below the 5.2% predicted in May, and capacity utilization at 85.8% topping May’s 82.5%.

Prices paid for raw materials by ISM manufacturing respondents are projected to go up 1.3% during the first four months of 2018, with the expectation of an additional 0.5% increase over the balance of the year for a total 2018 increase of 1.8%. And ISM said that manufacturing respondents expect the U.S. dollar to see gains against the seven major currencies of major trading partners in 2018, matching 2016.

The current manufacturing operating rate is at 85.8, with production capacity expected to be up 2.7% in 2018.

“Everything looks to be set up pretty well,” said Tim Fiore, chair of the ISM Business Survey Committee.  “There are good gains intact and also expected for 2018 economic outlook and things, like capital expenditure projections, got better as the year went on. All in all, things look pretty good.”

The 12-month outlook for manufacturing, known in the report as the diffusion index, headed up from 67.5 for 2017 to 81.5 heading into 2018, based on feedback from member correspondents.

As for what the primary drivers of manufacturing growth are, Fiore did not hesitate to cite new orders growth, commonly referred to as the engine that drives manufacturing.

“It is the single biggest driver,” he explained, “and has been over 60 for the last four months (a reading of 50 or above indicates growth). Based on feedback from our panel, growth in the general economic outlook without being tied to anything specific was also noted.”

Even though there is decent growth, Fiore noted there are concerns related to wage pressure, with wage growth needing to occur.

For non-manufacturing, the report expects sector revenues to see a 6% increase in 2018, ahead of the 5.7% 2017 gain over 2016, with 59% of non-manufacturing respondents expecting an increase in 2018 revenue, with 17 of the 20 sectors in the report expecting gains, matching May’s report.

Non-manufacturing production capacity, or the capacity to produce products or provide services in this sector was up 2.9% in 2017, which edged out May’s projection of 2.7%. And capital expenditures rose 7% in 2017 and are expected to see a 3.8% increase in 2018.

Non-manufacturing capital expenditures were up 7% in 2017, with a 3.8% increase expected in 2018. Prices paid rose 1.6% in 2017 and are expected to head up 2.2% in 2018. ISM said non-manufacturing employment is expected to see a 1.5% gain in 2018. 

“These numbers continue to show that the economy has been, and remains, strong,” said Tony Nieves, chair of the ISM’s Non-Manufacturing Business Survey Committee. “Looking back over the last few years, what has been an anchor on the economy has been what was going on globally, and now we are seeing the global economy doing better and healthier. This has helped to be one of the variables influencing the domestic economy. When you look at that, coupled with consumer confidence and increases in discretionary spending, as well as when we look at fiscal policy seeing a positive impact, too. There was a bit of a ‘Trump Bump’ earlier in the year, which has carried through in the form of 100 straight months of growth for non-manufacturing.”

Like in manufacturing, the non-manufacturing diffusion index is also trending up, too, with 2017 ending up at 69% and 2018 estimated at 73.5%.

 

 

About the Author

Jeff Berman, Group News Editor
 
Jeff Berman is Group News Editor for Logistics Management, Modern Materials Handling, and Supply Chain Management Review. Jeff works and lives in Cape Elizabeth, Maine, where he covers all aspects of the supply chain, logistics, freight transportation, and materials handling sectors on a daily basis. Contact Jeff Berman

 

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SMPS - CPSM Exam - Industrial Marketing Management

Sun, Dec 10, 2017 @ 10:37 PM / by Chuck Lohre posted in Business to Consumer Marketing, Construction Equipment Marketing, Metalworking Equipment Marketing, Mining Equipment Marketing, Process Equipment Marketing, Business Development, Industrial Marketing Promotion, Marketing

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The last SMPS Markendium Domain puts it all together. Managing a Marketing Dept. or Agency Couldn't be Defined Better

Four years ago I learned about Hubspot and went all in. I really enjoyed the specific internet marketing knowledge that it demonstrated and clearly showed principals of a agency how to follow. We had them convert our site and did everything they suggested. We got one client to implement it and that has been a great success. Not so much for the agency. Face it, the internet is mostly marketers, you can't sell generic marketing in the internet, just like you would be a fool to hire a brain surgeon online. Myke Amend, our weg guru, recently created www.industrialwebdevelopment.com, specifically about web design and management. It worked great and we have signed two new clients. Myke followed the Google instructions to create a great website. They are light years past Hubspot. In fact, you can't do what Google suggests with Hubspot. We're still a Hubspot Partner and I'll continue participating because in spite of their lack of advancements, they are still a very good general best practices and agency management tools.

Hubspot told you to build it and they will come. The Society for Marketing Professional Services tells you to deliver the most fantastic service you can, find similar clients and sell them the same type of work. To grow sell new services to existing clients. If that is successful, try selling it to other clients. it that simple. 

The management part of it is simple too. Clearly define marketing activities and their objectives that you can measure. I'm looking forward to defining what we're good at, adjusting for each of our personalities, and implementing SMART goals next year - Specific, Measurable, Actionable, Relevant and Timely.

 Industrial Marketing Management.jpg

 

Industrial Marketing Management Case Study Activity

This Case Study Activity allows you to reflect on and apply the key concepts that you learned in this Domain to a real-world scenario. Each Domain includes a scenario about the same organization, Gilmore & Associates. The scenario is presented to you, followed by several questions. You can also elect to view the recommended solutions/ responses for each question posed, which are located on the next page. This case study can be studied in many ways:

• You can individually reflect on the questions after reading the scenario, and write your own notes/responses to each question. You can then check your ability to apply the key concepts against the recommended solutions/responses.

• You can pull together a small group and use this scenario to drive a discussion around the challenge and to discuss solutions as a group.

• You can combine a selection of the case study activities (across the Domains) into a larger scenario-based activity as a part of a professional development event.

Thanks in large part to your efforts as the marketing coordinator, Gilmore & Associates has successfully transitioned into a new market. The firm used to only be known for designing K-12 educational facilities, but with a few high-visibility retirement community projects under its belt, it's begun to establish itself as an expert in this niche of older adult healthcare.

Firm leadership has recognized your role in this transition by offering you a management position. You agree to take on the responsibility of coordinating the efforts of staff and consultants to accomplish marketing goals and objectives, and ensure that every step in the sales process-from BD to writing a proposal-continues to run smoothly.

1. What are some processes that you could put into place to ensure the best possible outcomes for your marketing staff's performance?

2. What should be included in a pipeline report to help you track activity, hold your team accountable and ultimately help your firm reach its annual growth goals?

3. You notice that many members of your team express discomfort with their BD role. How can you create a training program that will build the skills that they need to develop more confidence in this role?

4. One of your team members has decided to go back to school to study nursing and you need to hire someone to fill the open marketing associate position. What · can you do to make your firm an appealing choice to job seekers?

5. What steps can you take to promote a firm-wide BD culture?

Answer Key

1. What are some processes that you could put into place to ensure th􀀡 best possible outcomes for your marketing staff's performance?

• Set clear expectations. Measure each staff member's knowledge areas and skill sets, and, based on those results, develop metrics by which they will be evaluated. Also encourage them to gain additional training and certifications, where needed.

I look forward to doing this with my guys. It might be cold calls by me, search engine optimization by Myke and we'll firgure out something for Rob to do. He's so shy.

Provide opportunities for your staff to find a mentor or coach. These relationships can greatly enhance their professional development over both the long and short term.

I'm afraid I'm all they have!

Establish clear lines of communication and provide regular feedback. Have regular team meetings about current and planned activities, as well as more informal one-on-one discussions about how each person is performing.

We'll have these meetings each month after we have put our "New Business" hours into the database.

Help them to develop a PDP that identifies a path for their individual professional development within the organization.

This will be fun. I'm lookng forward to seeing what Rob and Myke see as a management path.

2. What should be included in a pipeline report to help you track activity, hold your eam accountable, and ultimately help your firm reach its annual growth goals?

Information about each lead, including which staff member brought it to your firm's attention, which staff member will head follow-up activities and whether the lead is a previous client or a prospective one

We already have a good database to fill out. Putting numbers on it will help. We can use the "Estimate" field for this.

Information about the market and service sector that potential new work is associated with 

I've been wondering where we're going to get that info. The aggregate mining publications publish market trends. I think the chemical industry does as well.

A rough approximation of how much revenue that the project might bring into your firm and how much it will cost to pursue it 

We can put some numbers on this.

How likely you are to win the work based on what you know about the opportunity 

We can easlily guess this as well.

3. You notice that many members of your team express discomfort with their BD role. How can you create a training program that will build the skills that they need to develop more confidence in this role?

Recognize that some people will never be completely comfortable demonstrating a particular skill-for example, speaking in public or writing proposals. Encourage your staff to focus on enhancing skills within their natural abilities and comfort zone. However, be sure to differentiate between people who will always hate networking (or some other skill) and those who just need more training to succeed.

Rob can give us all a primer on Adobe Applications.

Conduct a training needs assessment via observation, individual interviews ;and group. questionnaires to determine in what areas your team is strong and where they could use additional instruction.

This will be fun. I'll have to pay them to go to Dale Carnegie but that's Ok.

Develop a regular schedule of training opportunities. Include both formal and informal (e.g., lunch and learns) training opportunities at appropriate frequencies.

We'll be going over this study guide for most of 2018.

Make sure that the training sessions are hands-on and simulate the real world. For a training session on proposal writing, have participants write a sample proposal. For one on interviews, conduct a mock interview.

We can all do this in our sleep.

Create a maintenance plan so that the training schedule is not dropped once your employees attend the initial sessions. For long-lasting improvement, people must have regular opportunities to practice learned skills. 

American Marketing Association was one group a fomer employee was active in and did serve on the board. Nothing came of it.

4. One of your team members has decided to go back to school to study nursing, and you need to hire someone to fill the open marketing associate position: What can you do to make your firm an appealing choice to job seekers?

• Offer to help HR develop attractive and well-written job announcements for various mediums.

• Know what motivates the people who will be searching for a job in your industry-this includes an interest in the work, opportunity for growth, a sense of accomplishment and earned recognition-and tailor your recruitment announcements to address these needs.

• Consider the target audience for the job opening. A marketing associate is an entry-level position, so your candidates are more likely to be recent graduates in the Millennial.Generation than Baby Boomers.

• Make sure that your web site is up-to-date and attractive, and that the "Apply for a Job" tab is easy to find from the home page.

• Consider setting up a booth at college career fairs. Sell the culture of your firm at the booth and select staff that will relate well to Millennials.

All great ideas. We need to have more about the culture of the company online. It';s not like we don't do many extra off line activites.

5. What steps can you take to promote a firm-wide BD culture?

• Recognize that it takes time for BD efforts to show obvious pay-offs and encourage your staff to view the development of client relationships as a long-term and continuous effort, as opposed to a task that is only done when the firm needs new business.

• Include sales training in your firm training program so that your team develops good selling habits.

We're going to have  great 2018!

 

Contents

1. Supervise Marketing and Support Staff

1.1 Define Roles, Joo Descriptions, and Expectations

1.1.1 Structure :Your Department

1.2 Establish Performance Outcomes, Expectations, and Metrics

1.3 Identify Training and Professional Development Needs

1.4 Provide Mentoring and Coaching Opportunities

1.4.1 Mentoring

1.4.2 Coaching

1.5 Have Regular Team Meetings

1.6 Help Staff Create a Personal Development Plan (PDP)

1.7 Conduct Performance Evaluations

1.8 Key Terms

2. Develop an Internal Marketing Communications Program

2.1 Track and Communicate Relevant Information

2.1.1 Pipeline Report.

2.1.2 Track Upcoming Industry Events

2.2 Establish Regular Meetings with Stakeholders

2.2.1 Create an Agenda

2.2.2 Distribute a Detailed Report

2.3 Create Awareness of Company's Services/Offerings for Cross-Selling

2.4 Key Terms

3, Develop, Implement, and Maintain Information Management Systems

3.1 Conduct a Needs Assessment

3.2 Select a System

3.3 Develop an Implementation Plan

3.3.1 Build Company Buy-In

3.4 Develop a Maintenance Plan

3.5 Develop a Customer Relationship Management (CRM) System

3.5.1 Select a CRM System

3.5.2 Outline the Data to Be Housed in the CRM

3.5.3 Implement the CRM System

3.5.4 Maintain the CRM System

3.6 Key Terms

4. Conduct Marketing Training Sessions

4.1 Establish Outcome/Competency Alignment for Marketing, Business Development (BD), and Sales Positions

4.2 Conduct a Training Needs Assessment

4.3 Identify Training Resources

4.4 Develop a Schedule/Calendar of Training Programs

4.5 Evaluate and Refine Programs

4.6 Key Terms

5. Attend Professional Development Activities

5.1 Identify Expectations for Staff Involvement

5.2 Identify Organizations to Participate In

5.3 Train Staff to Network

5.3.1 Information Sharing

5.3.2 Keep in Touch

5.4 Develop Your Professional Network

5.5 Assess the ROI of Participation

5..6 Key Terms

6. Recruit Personnel

6.1 Coordinate with HR

6.2 Write Job Descriptions

6.3 Highlight Your People

6.4 Promote the Job Opening

6.4.1 Assess Your Results

6.5 Market Your Firm as the Most Attractive Choice

6.6 Look to Other Sources of Talent

6.7 Key Terms

7. Comply With Business and Accounting Principles

7.1 Know the Benefits of Understanding Financial Information

7.2 Learn the Basics

7.2.1 Charge-Out Rate

7.2.2 Target Multiplier (aka Charge Multiplier) 7.2.3 Net Multiplier

7.2.4 Overhead Rate

7.2.5 Staff Utilization Ratio

7.2.6 Current Ratio

7.2.7 Net Profit Ratio

7.2.8 Accounts Receivable Collections

7.2.9 Financial Statements

7.2.10 Tracking Backlog

7.3 Understand the Project Lifecycle

7.3.1 Getting the Project

7.3.2 Doing the Project

7.3.3 Finishing the Project

7.4 Understand Basic Contract Principles

7.5 Key Terms 

8. Promote a Firm-Wide BD Culture

8.1 Develop and Implement Strategies to Advance a BO Culture

8.2 Understand Models of BO Cultures

8.2.1 Valley of Death

8.2.2 Sales Success Cycle

8.2.3 Rainmaking System

8.2.4 Performing BO during Project Execution

8.2.5 Building Relationships

8.2.6 Internal Marketing Examples

8.3 Define Roles, Responsibilities, and Training across Firm

8.3.1 Marketers

8.3.2 Technical Staff

8.3.3 Senior Management

8.3.4 Nontechnical Support Staff

8.4 Assess and Develop BO Talent

8.5 Key Terms 

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Society for Marketing Professional Services - Certified Professional Services Marketer Study Guide Epiphany

Thu, Nov 23, 2017 @ 12:01 PM / by Chuck Lohre posted in Green Building Marketing, Business to Consumer Marketing, Construction Equipment Marketing, Metalworking Equipment Marketing, Mining Equipment Marketing, Process Equipment Marketing, Featured, Marketing

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The last case study activity gives an excellent overview of the entire process for studying for the exam.

I've been studying for the Certified Proffessional Services Marketer exam ever since I joined SMPS in 2004. I wanted to grow the agency in the building industry and on the advice of Pete Strange, the president of Messer Construction, I joined SMPS. He said it was the best way to get into marketing into the AEC space.

I joined and was accepted quickly into the group by a great bunch of marketers for local architectural, construction and engineering companies. Served on the board under Alison Tepe Guy and Jason Ulmenstine for a few terms. It was going well, and I was learning a lot until the market crashed in 2008. Nearly 50 percent of the professionals in the industry were out of a job.

I put studying for the exam on the back burner in lew of passing the U.S. Green Building Council Leadership in Energy and Environmental Design Accredited Professional exam and getting my office awarded LEED Platinum in 2011.

This type of marketing is much more closely aligned with the type of industrial marketing Lohre & Associates has been doing my entire 40-year career; large, expensive mining, chemical, electrical and mechanical machinery. Selling the design and construction of a building is very similar.

After several failed attempts to properly study for the exam, this year the local chapter, led by Melissa Lutz of Champlin Architecture, developed a study group and incentives to pass the exam by the end of the year. It's crunch time and I'm working hard to re-read and absorb all the materials to pass the exam. The building industry has finally recovered and there are excellent opportunities to do more work in this industry.

The exam is broken up into six different domains: Marketing Research, Marketing Planning, Client & Business Development, Proposals, Promotional Activity, and Management. It was after the last page of the last book that the whole field came into focus for me. I'm going to use that case study as a jumping off point to write about the entire Markendium as SMPS calls it and hopefully hard wire the knowledge in my brain to pass the exam.

The epiphany came when I realized that all of industrial marketing comes down to people. Marketers are the ones that research other people, plan to reach other people, learn to engage with other people, make proposals for people, plan activities and manage people.

Everything about industrial marketing revolves around this simple case study that follows the path of a successful young college graduate that gets recognized and becomes a leader. That's what I want to do. Just goes to show you are never too old, 64, to learn something.

Certified-Professional-Services-Marketer-1.jpg

From the Markendium:

"This Case Study Activity allows you to reflect on and apply the key concepts that you learned in this Domain to a real-world scenario.

Each Domain includes a scenario about the same organization, Gilmore & Associates. The scenario is presented to you, followed by several questions. You can also elect to view the recommended solutions/ responses for each question posed, which are located on the next page. This case study can be used in many ways:

You can individually reflect on the questions after reading the scenario, and write your own notes/responses to each question. You can then check your ability to apply the key concepts against the recommended solutions/responses.

You can pull together a small group and use this scenario to drive a discussion around the challenge and to discuss solutions as a group.

You can combine a selection of the case study activities (across the Domains) into a larger scenario-based activity as a part of a professional development event."

I like the Markendium because it makes you think about the process of marketing. There is no right or wrong answer in many cases. Only different ways to approach the problem. The following is from the study guide.

"THE CPSM EDUCATIONAL PROCESS On the CPSM examination, there is only one answer that is most correct for each test question. The CPSM candidate must identify the answer generally accepted as a best practice or expose the commonly held misconception.

How Is a Best Practice Defined? A best practice is a process, technique, or use of resources with a proven record of success that becomes a standard or benchmark to which similar practices are compared. In the context of the CPSM program, the designation best practice will be applied when:

ƒthe best practice is ethical ƒ

the practice is found in current research-based literature or scholarly writing ƒ

the practice is adapted from current business literature and is tried and true in the professional services marketing field ƒ

the practice is recognized by SMPS in its own literature and publications

How Does a Candidate Recognize a Commonly Held Misconception? A commonly held misconception is an incorrect belief or opinion that results from a lack of understanding or knowledge is shared by many people. The problem inherent in this definition is, “We don’t know what we don’t know.” How do you discern if your practices of and beliefs about professional services marketing are generally accepted as best practices or commonly held misconceptions? It is often difficult to recognize when the literature is suggesting something different than what we believe or do because our brains filter the information we take in to notice the things that affirm we are right rather than to process the things that are contrary to what we believe. Learning occurs when we recognize there is a gap in knowledge or performance.

We learn when we attempt to solve problems. We also learn when we bump up against information that is obviously contrary to our belief, particularly when our own performance is under scrutiny. We learn when we discover that respected peers think differently than we do. Mostly, we learn through self-reflection, as we analyze and synthesize information and experiences to solve a problem. This study guide integrates those key elements for professional services marketer learning: self-reflection, bumping up against gaps in knowledge or performance, and understanding how other professional services marketers think. Your job as you prepare for the CPSM exam is NOT to defend that your way is the right or best way but rather to recognize that there are always alternative ways to address a challenge and to choose the more correct option given most of the time in a group of your educated, well-read peers."

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"Catch Some Rays" with Your Mining Equipment Marketing "Battery!"

Fri, May 05, 2017 @ 04:32 PM / by Bill Langer posted in Business to Business Marketing, Industrial Advertising, Mining Equipment Marketing, Process Equipment Marketing, Construction Equipment Marketing, Industrial Marketing, Industrial Marketing Handbook, Marketing Communications, Industrial Marketing Content, Industrial Branding, Marketing, Process Equipment Marketing News Release

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Gravel Batteries - As green energy proponents address its intermittent nature, good old-fashioned gravel may provide a solution.


Renewable energy is becoming more and more popular these days. We recently jumped on the band wagon and had solar panels installed on our home in Anthem, Ariz. On average, we have 299 sunny days per year, so it is a pretty darn good investment.

The down side to energy from solar panels and wind turbines is their on-off nature. When the wind stops blowing or the sun stops shining, the energy production stops. That is not a problem for us, because we are still connected to the grid and can get power even when the sun doesn’t shine. But believe me — they know how to charge rate payers who have solar! 

Mining Equipment Marketing Fun.jpg 

In order to make solar and wind commercially viable, there needs to be some method to store excess energy production for use when there is no sunshine, no wind, or during peak demand. Electricity cannot be stored easily, but construction of a new battery gigafactory in the United States, as well as other high-tech methods on the horizon, may be part of the solution.
 
While we wait for new technology to catch on, there are some pretty good solutions already in place. Some environmen-tally friendly methods use — you guessed it — gravel. In terms of supply chain, handling, and construction, few materials are as cost effective, easy to obtain, and simple to use as gravel.
 
The most common method to store energy is pumped hydro storage. During excess solar or wind production periods, water is pumped uphill into a reservoir. During low or non-production periods, the water flows down through a generator to a lower reservoir. Very simple; very easy. However, hydro storage takes up a lot of space. An idea is being batted around where the water and reservoirs would be replaced by huge buckets filled with gravel. Excess energy produced will be used to haul the rock uphill in a ski-lift kind of contraption. When energy is needed, gravity will carry the rock downhill, producing electricity on its downhill trip.
 
There are a few somewhat more sophisticated ideas in the works, where excess energy is converted to thermal energy and then stored in giant gravel “batteries,” thus evening out the intermittent nature of wind turbines and solar panels.
 
One example is in Steinfurt, Germany. Rather than build an expensive tank, the battery is constructed underground in a covered pit. The storage material is a mixture of gravel and water. The side walls, top, and bottom are heat-insulated. The pit has a double-sided polypropylene liner with a vacuum control to identify leaks, and the liner is protected from the gravel by a layer of fleece.
 
When excess energy is available, heated water (195 degrees F) ‘charges’ the battery, either by direct water exchange (right side of the illustration) or via plastic pipes (left side of illustration). The hot water is stored until it is needed, at which time the water flow is reversed.
 
The use of rocks for thermal storage is attractive because rocks are not toxic, non-flammable, and inexpensive. The main problem I see with gravel batteries is convincing my wife to allow me to tear up our entire backyard landscaping and fish pond so I can replace it with a big hole filled with gravel and pipes. Is that really too much to ask? AM
 
Read the original article here in AGGREGATES MANAGER April 2017, thanks Bill for contributing to our Mining Equipment Marketing blog. Have a great weekend.

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."


 

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Synchronous Motors and Drives - OEM Marketing

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


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Metal Working Equipment Marketing Plan

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

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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.

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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 Handbook, Marketing, marketing agency, Cincinnati Marketing Agencies, Industrial Marketing Agency, Marketing Automation, Industrial Marketing, 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 Handbook, Marketing, marketing agency, Cincinnati Marketing Agencies, Industrial Marketing Agency, Marketing Automation, Industrial Marketing, 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 Handbook, Marketing, marketing agency, Cincinnati Marketing Agencies, Industrial Marketing Agency, Marketing Automation, Industrial Marketing, 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 Handbook, Marketing, marketing agency, Cincinnati Marketing Agencies, Industrial Marketing Agency, Marketing Automation, Industrial Marketing, 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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