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Five Reasons to Add Programmatic to Your Industrial Manufacturing Marketing Mix

Tue, Jul 16, 2019 @ 05:04 PM / by Scott Hasson posted in Industrial Marketing, Marketing Communications, Marketing, Programmatic Advertising, digital advertising, Real-Time Bidding, Behavioral Advertising

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Behavioral Targeting Offers Industrial Manufacturers an Edge

The adage, "Half of my advertising works, I just don't know which half," is no longer an excuse for marketers today. With programmatic advertising, also known as behavioral targeting, industrial marketers have a clearer picture what ads, campaigns, publishers and audiences are the best for their marketing strategies. Below are five reasons to add programmatic advertising as part of your industrial manufacturing marketing mix.

1. Right Audience. Right Time. Right Message.

Finding a niche audience across the Internet is the essence of behavioral targeting. For industrial manufacturers, you know who you want to reach (and more specifically, not reach). You may be after certain ZIP codes based on your distribution network, distributors to stock your line of products, or focused on an SIC code. The end-user may not even be your target. Because industrial manufacturers are so in tune with their customers, marketing dollars should be just as focused. By avoiding a shotgun-blast approach, you can be prescriptive on where and who you send an advertising message.

2. Pay only what you have to with Real-Time Bidding

Behavioral targeting is done programmatically through the open exchange (think about bidding in an auction on eBay). You only pay a penny above the next highest bidder for an ad slot (called an impression) on a participating publisher website. You set a max bid on the CPM (cost per thousand impressions), and you win a percentage of the available online auctions for impressions. This method of buying digital advertising opens up opportunities for efficiencies in media buys.

3. Eliminate Waste through Frequency Capping

By limiting the frequency in which users see your advertising, you create a better user experience if they are interested in what you have to offer. Don't annoy your target audience. Finding the right number of times to target audiences is up to your discretion. However, if a user is not engaged with your product or service, find some other user who is more interested in your message. Move on to another prospect.

4. Prospecting for Audiences in Alternate Locations

Industrial manufacturers know their industry publications. These trade journals are tried and true, but behavioral targeting follows the users wherever they may be online. Because behavioral targeting is cookie-based, the target audience sometimes is found in unexpected places. You may discover that the publication you thought was the best is mediocre compared to another publication that generates more conversions, better engagement, or higher performance. Regular comparison of the key performance indicators may show new and better publications for advertising.

5. Bargain Prices Don't Mean Low-Quality

Publishers want to sell all of the available inventory (ad slots) on their web pages each month. If their sales force can't sell everything through direct I/Os, they make the inventory available on the Open Exchange as "remnant" inventory. Consider the following example:

A. You reserve a hotel room directly with Hilton for $300/night

OR

B. You reserve the same room online via a booking site for $150/night

If you know where to go to reserve a hotel room, you can get a pretty sweet deal that saves some considerable money for the same offering. The same logic is true with remnant inventory. You can get the same publisher impressions reaching the same users for fractions of the cost you would get from a publisher's rate card.

 

Scott Hasson | July 16, 2019


Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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How OEMs Can Make Marketing Meaningful

Tue, Mar 19, 2019 @ 11:06 AM / by Sarah Loeffler posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Sarah Loeffler, OEM Magazine

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Tired of spending high dollars on all sorts of marketing activities only to be inundated afterward with a bunch of contacts that aren’t right for your business for one reason or another?


Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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Military Vets Hardwired for Manufacturing Success

Thu, Jan 17, 2019 @ 01:57 PM / by John Hitch posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, John Hitch

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soldier-suit-handshakeGetty Images

Military Vets Hardwired for Manufacturing Success

Finding quality manufacturing workers isn't easy, though one machine reseller has found checking the veteran status on job applications to be a good strategy.

Curt Doherty, CEO of CNC Machines, has about a dozen full-time employees to receive, prepare and resell the machining equipment cutting, shaping, and forming America's way back to manufacturing prominence. He started out in the early 2000s snapping up auctioned units from liquidating machine shops when so many manufacturing jobs moved to China. Now orders are coming back and that has kept the company he started in 2014 very busy. Moving inventory isn’t the problem anymore; finding suitable workers is.

The Florida-based reseller has 60,000 manufacturers in its database and Doherty says none are immune from the skills gap created when all those trade jobs went away and the talent pool was not refreshed.

"I don’t think I've run across anybody who said, 'We got too many people to hire here,'" he says. Their problem is just finding people who are skilled. They can find button-pushers, but they can’t find problem-solvers."

Interviews with prospects just out of school sometimes last less than minutes, Doherty says, as that's how little time it takes for them to sink their chances by prematurely veering the conversation to "What are you going to do for me?"

"I have a much harder time hiring from colleges because there is way more entitlement," Doherty says. "They just have higher expectations."

The Millennials and younger he has hired are working out great, but "I had to weed through a lot more to find those," Doherty says.

In his experience, Doherty has found one surefire way to get employees with the right set of skills to succeed in a demanding, highly versatile workplace: Check their military veteran status.

Getty IMages

"Here' the thing with veterans, Doherty says. "As long as you give them a clear mission and what their job title is, make sure they have the right training and support, they tend to be very self-sufficient."

Veterans, he observes, also have an embedded sense of selflessness.

"They don’t just do it for commission," Doherty says. "[The work is] bigger than themselves. That comes hardwired from the military."

They are also hardwired for adaptability, which is vital in the machining world. Switching from Mazak to Fadal machines can be like learning a new language, Doherty says. What a worker has learned on affects what machines job shops invest in over capabilities and effectiveness. Due to their discipline and years of following instructions, learning new technology doesn’t become an impediment.

"It doesn’t matter what you throw in front of them; they are going to figure it out," Doherty says.

A few of the specific, manufacturing-friendly skills Doherty says vets possess:

  • Ability to quickly learn new skills and concept
  • Attention to detail
  • Leadership
  • Teamwork
  • Grace under pressure
  • Respect for procedures
  • Being attuned to global and technological trends
  • Adherence to health and safety standards

All of these are inherent in CNC Machines' head of service, David Wilkes, Doherty says.

"He's my Swiss Army knife and oversees everything," Doherty explains of the former Pfc. Wilkes, who operated a Vulcan cannon in the Army during the 1990s. Wilkes now runs the machine logistics, checks them in, manages their cleaning and repair, and performs final checks and customer demos.

CNC Machines
Army vet David Wilkes, CNC Machines' head of service, has excelled with an increase in responsibilities, CEO Curt Doherty says.

"As a machinist I got to use a lot of the skills I learned in the military, such as my attention to detail, my organizational skills and even leadership skills, Wilkes says.

Wilkes, who quickly climbed the ranks at CNC Machines, came to the job from a repetitive job at a firearms manufacturers where Doherty says he didn’t have a lot of leeway to approach the work, though he has "flourished" now that he can apply the problem-solving skills he learned in the military.

There was only one big issue the CEO has had with this particular veteran.

"He was coming in early and not clocking in because he didn’t want to take advantage of the company and get overtime," recalls Doherty, adding he also took short lunches to get back to work. "And I said, 'I appreciate it but legally I need to pay you the overtime.'"

The company also had a former Marine on the sales team who had to deal with an extremely difficult customer, but his experience helped him always keep professional demeanor. When asked if he was OK after the call, Doherty says the vet replied, "Curt, I've been shot at. I'll be fine."

Like any high-performing asset in your plant, veterans require some additional monitoring because of their experiences. One combat veteran that Doherty hired who "had a ton of potential" was had to cut his time short due to PTSD concerns.This is something for medical professionals to diagnose but you can learn more here.

The U.S.  Department of Veterans Affairs says 11-20% of veterans who served in Operations Iraqi Freedom (OIF) and Enduring Freedom (OEF) live with PTSD in any given year. It's also treatable and like any issue in a machine shop or factory, can be managed with the right preparation.

Doherty says due to the overwhelming positive experiences with veterans, his company is offering three $1,000 scholarships for veterans applicable for a certificate, associates' or bachelor's degree in manufacturing. The winning vets just have to submit the most compelling essay and their DD214. Click HERE to apply. Deadlines are Feb. 5, March 5 and April 5, 2019.

And if you need further convincing, check out this video from the Manufacturing Institute:

 

 


Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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Industrial Marketing Sales Tips that Still Matter

Mon, Jan 07, 2019 @ 02:43 PM / by Jim Lucy posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Jim Lucy

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An ace salesperson can sometimes sell you some good life lessons.

We all have to do some selling in our lives, even if we don’t have to meet monthly sales budgets. In many business situations, we sometimes have to “sell” our own credibility and competence. In new social situations, we may have to sell our potential as an enjoyable companion.

Industrial Marketing Management

When I was quite young I actually did make a few sales. I won a YMCA gym bag for selling a carton of thin mints in a fundraiser, and for selling two subscriptions to New Jersey’s Ridgewood News, I got a 75-cent bleacher ticket to see the New York Yankees play.

These days, I leave the hard sales to the fine sales force we have selling print and digital ads for EW so the editorial staff and I can focus on creating the content for this magazine, like this month’s package of articles on the changes in electrical sales. But some classic sales tips I learned over the years still apply in today’s ever-more digital world. Below are several of them.

Remember the little things. I was always amazed how Tom Preston, one of the industry’s true legends, always remembered the names of someone’s wife, husband, their children, as well as their hobbies, etc. I discovered the method to his magic when he once asked to fetch a card from his Rolodex file. I was amazed to see how many notes he had scrawled on the cards of various contacts — birthdays, family names, you name it. This was the pre-computer age, but to this day it’s the best contact database I have ever seen.

Internet-marketing

Keep replenishing your industry contacts. Retirements, layoffs and job changes constantly chip away at our circle of contacts. There’s no better way to rebuild them than to make the most of the networking opportunities at industry events. We have all been at a trade show or conference where we are dog-tired and just want to get back to the hotel room and put our feet up. Don’t give in. I can’t tell you how many times I made a new contact because I made the extra effort to stop by a few more booths at a trade show or circulated around the room at a cocktail party just a little longer. And when I do, I always thank Tom Preston, who always worked a reception by walking the room clockwise and counter-clockwise, just in case he missed someone.

A positive attitude goes a long way. I never met someone in this industry who enjoyed his sales career as much as Bob Finley, who after retiring as Glasco Electric’s president, wrote for EW for more than 20 years on what it takes to sell electrical products. If you ever met Bob, you could feel his positive energy the moment he walked into a room. “I am so glad that I had the privilege of spending my entire career in sales,” Finley wrote in one of his EW articles. “I can’t think of anything I would have rather been. Being a salesperson fit me like a glove on my hand.”

Never forget WIFM. The late Jim Newton used to joke that he knew it was time to retire from his family business, Oakes Electric Supply in Holyoke, MA, and try something else, when he got to work one day and found his desk moved out into the parking lot. That something else turned out to be Sales Tech, a training company that taught a generation of electrical salespeople about the importance of “WIFM”—“What’s in it for me?” Newton used to say everyone has their own WIFM and that the trick was to figure out how to service that need. In one of the many articles he wrote for EW, he said, “Whether the guy is the purchasing agent, treasurer or chief electrical engineer, he still wants to do better.

Certified-Professional-Services-Marketer-1

You have to figure out how to present what your company is offering in ways that makes them think, ‘This would be good for me.’”

Go the extra mile. A shoeshine guy at Grand Central Terminal once told me he got a job just because he helped an office receptionist set up a Christmas tree. “I was a delivery guy, and I used to be friendly with this receptionist in an office building,” he said. “If I had time between deliveries I would help her with some of her stuff, moving boxes, opening mail, whatever. One time I was helping her put up some Christmas decorations in the lobby, and the boss came in. He said, ‘You don’t even work here, but you are helping my company. That’s the kind of employee I want.’ He hired me on the spot for a nice job.”

These tips from some of the best salespeople I ever met always work for me and I hope they help you, too.

Jim Lucy | Dec 19, 2018, ELECTRICAL WHOLESALING blog post 12-19-18


Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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Seven Ways to Ruin your B-to-B Advertising

Thu, Dec 13, 2018 @ 01:27 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Powder Bulk Engineering Magazine, Business Marketing Magazine

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From POWDER BULK ENGINEERING'S 12-13-18 Dry News, from the February 1992 issue of Business Marketing

Business-Develpoment

And, we do understand that these really don’t apply to you, as you’re at 
least a 6x advertiser in Powder Bulk Engineering magazine, or you wouldn’t get Dry News each month!


1. Confuse the readers with an obtuse headline. In 7-10 seconds a reader
can scan the headline and illustration to see if your product offers anything
of value. Make sure it does not.


2. Run your ad only once – twice at the most. After all, if on average, it
takes 6-8 personal sales calls to clinch the deal, why not ignore this fact.


3. Focus on your favorite topic – you, your business and how great it is. You’re certain
that’s what your prospects want to know.


4. Don’t distinguish your products from anyone else’s. Even though you know that
most of your prospects won’t change suppliers unless given a powerful reason, don’t
give them those reasons in your ads.


5. Pretend that the market already knows as much about your products as you do.
 Ignore that old saying, “the more you tell, the more you sell.”


6. Presume that your prospects think exactly like you think. Don’t spend any money on
research to learn what the market currently really thinks.


7. Ignore professional advertising advice. Isn’t it your opinion that counts? Why listen
to someone outside your company who may have a different perspective? Or who will
do research for you, for a fee, of course.


If you’ve followed all of these seven steps, and somehow are successful in spite of yourself,
 there’s one more thing you can try: Withdraw all of your advertising completely!



Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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What's the difference between Type 304 and Type 316 stainless steel, and what differentiates L-grade stainless steel?

Thu, Dec 06, 2018 @ 02:06 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Powder Bulk Engineering Magazine

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More Questions and Answers from POWDER BULK ENGINEERING

 
Q: Industrial equipment manufacturers offer several metal material options for equipment construction metal materials. What are the differences in metals? What's the difference between Type 304 and Type 316 stainless steel, and what differentiates L-grade stainless steel?
 
A: Paul Deegan, Vortex, says:
imageThe most common metals offered are AISI Type 304 and Type 316 stainless steel and AISI 1008/1010 or ASTM A36, which is typically referred to as carbon steel. These metals are used to construct the "wetted" parts in a piece of equipment — that is, those parts which come in contact with the conveyed material in a manufacturing process. Alternatively, the frame or structure in a piece of equipment is usually made from either aluminum or carbon steel because they offer weight advantages, cost savings, or both.
What is stainless steel
 
There are numerous stainless steel grades available, but Type 304 and Type 316 are the most commonly used in bulk handling and many other industries. This is because both types offer good corrosion resistance at a reasonable cost, compared to other steel grades. In addition, grades Type 304 and Type 316 are relatively easy to machine, bend, and weld. The alloying elements that are primarily responsible for corrosion resistance are chromium and nickel. Type 304 stainless steel contains 18 percent chromium and 8 percent nickel, while Type 316 contains 16 percent chromium and 10 percent nickel. Both elements are expensive and increased quantities of either element will make the steel more expensive, with nickel being more expensive than chromium. In fact, it currently costs more than five cents to produce a five cent ("nickel") coin. There are grades of Type 300 series steel that are more corrosion resistant than Type 304 or Type 316, but because they have increased amounts of chromium and/or nickel, or some other alloying element(s), they are, consequently, more expensive.
 
Stainless steels are "stainless" due to the addition of chromium. The reaction between chromium and oxygen creates a submicroscopic film of tightly-adherent, nonporous chromium oxide, which protects the underlying metal from contact with the environment. Chromium, when added to a steel in a concentration of at least 10 percent, is enough to form the chromium oxide layer at the steel's surface, rendering it stainless. A distinguishing factor between Type 304 and Type 316 stainless steel is that Type 316 also contains the alloying element molybdenum. Molybdenum reduces the tendency of chromium oxide layers to break down, therefore increasing the steel's corrosion resistance. Additionally, molybdenum benefits steel by increasing its strength at elevated temperatures. Adding molybdenum, however, requires the addition of more nickel as compared to Type 304. To understand why, it's important to understand the microstructure of various stainless steels. Imagine a cube in which the atoms are arranged at the corners of the cube, as well as in the center of each face of the cube. This microstructure is called face centered cubic (FCC) and is the structure of austenitic steel. Type 300 series stainless steels are austenitic. Oppositely, imagine a cube in which there are atoms at each corner of the cube, but instead of an atom in each face of the cube, there is an atom in the center of the cube. This microstructure is called body centered cubic (BCC) and is the structure of ferritic steel. During steel production, when a steel with BCC microstructure at lower temperatures is heated to high temperatures (above 1,670°F | 910°C), it will transition to FCC. As it cools, the steel will return to a BCC microstructure. However, some alloying elements will prevent the transition from FCC to BCC, while others promote it. Molybdenum is an element that promotes the transition, while nickel helps prevent it. Therefore, adding molybdenum requires additional nickel to keep the steel in the austenitic phase.
 
The "L" at the end of Type 300 series stainless steel grades such as Type 316L signifies "low carbon." Both Type 304 and Type 316 stainless steel have carbon contents of approximately 0.08 percent. L-grades stainless steel has carbon contents of approximately 0.03 percent. During welding, the carbon and chromium elements of 300 series stainless steels begin to react with one another, forming chromium carbide. Because the chromium is transformed into chromium carbide, there isn't enough chromium remaining in the steel to form the chromium oxide layer. This results in rust forming in the areas near the weld. By reducing the carbon contents in L-grade steel, the formation of chromium carbide during welding is hindered, and thus, lessens the chance for corrosion along welded joints. Accordingly, it's only necessary to specify L-grade steel for welded components.
 
As one of my mentors always used to say, "A true metallurgist responds to most metallurgy questions with, 'it depends.'" From the explanations above, you have likely noted the difficulties in assessing metal materials of construction. Because of this, industrial equipment manufacturers must assess applications on a case-by-case basis to ensure the equipment's success. Therefore, consult with process engineering expert before making equipment acquisition decisions.
 
Vortex, Salina, KS, supplies slide-gate and diverter valves, iris diaphragms, and loadout equipment for the dry bulk material handling industries.

Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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IEEE GlobalSpec and TREW Marketing 2019 Smart Marketing for Engineers Survey

Wed, Nov 28, 2018 @ 09:33 AM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, TREW, IEEE GlobalSpec

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Top 10 Findings

Industrial marketing trends for 2019


Do you have more serious problems than worrying about your industrial marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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Why Cat changed its machine branding, "Aggregates Manager" Magazine Article Review

Fri, Nov 02, 2018 @ 11:00 AM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing

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Cat’s new “Modern Hex” trade dress design will give machines a new look.

Industrial-Marketing-Branding-1


Do you have more serious problems than worrying about your construction equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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Industrial Blogging – An Underutilized Content Marketing Tactic

Tue, Oct 30, 2018 @ 08:21 PM / by Achinta Mitra posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Achinta Mitra

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Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients.

blog_10252018_attribution

Learn more by visiting Industrial Marketing Today where this editorial was originally published.

(Thanks for the great summary of industrial marketing Achinta you and I couldn't agree more.)


Do you have more serious problems than worrying about your processing equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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Ten Commandments of Successful Business Management

Mon, Oct 22, 2018 @ 11:11 AM / by William Lynott posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Water Well Journal

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Following these rules can lead to success and profits in any economy.

 Learn more by visiting WATERWELL JOURNAL where this editorial was published.

(Thanks for the great summary of industrial marketing William, you made me take note to contact my banker Monday!)


Do you have more serious problems than worrying about your processing equipment marketing? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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