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Traits of a Good Public Relations Professional (From Consumer to Mining Equipment Marketing)

Tue, Dec 29, 2015 @ 09:32 AM / by Chuck Lohre posted in Industrial Marketing, Public Relations PR, Industrial Public Relations PR, Mining Equipment Marketing, Business to Business Marketing, B2B Marketing, Industrial Marketing Content, Marketing Content

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(Great post by Karla Jo Helms, it's a partnership between the media and the publicist. Unbranded educational material always helps your client and the publication whether SOARING Magazine or Mining Equipment Marketing.)

How do you find a PR professional that the media will listen to?

By Karla Jo Helms

How do you go about choosing a good PR professional or company?  There are many businesses that are in the dark about what makes a good PR professional simply because they are also in the dark about what constitutes effective PR.
 

Whether we like it or not, the media does represent a larger portion of the nation and the world and has a profound influence on the communication lines of our society.  If you are not crazy with the way the media portrays certain subject matters, that is understood.  But you may want to think twice before you completely write them off.  The media can present things in the improper light due to the fact that they just do not have all of the facts and the data they need to present a topic in the right way.  With all of the information and “facts” circulating out there can be difficult to gather the data one needs to cover a story the way it should be covered.  That is where a true PR pro comes into play. 

The PR Professional’s Duty

If the media is presenting things in an improper light due to the lack of the necessary data and facts, the origin of this problem stems from the failure of good information which should be coming in to the journalist which would provide them with the notion that there is more out there and more should be looked into.  

Perhaps there is another point of view that they could offer to their audience which would help more people?  Or perhaps there is something else they should pursue that would be beneficial to their reader or viewer base?  There is really no way for them to know so they go on the data that they have.  This is where a good PR professional can be beneficial to the manner in which the news is presented.  How? 

We see it as a PR professional’s duty to keep journalists informed of what is available to be known. This places a PR professional in a very important position, because they have the ability to have an impact on how the world is perceived by others.  The reality is there is a lot of good going on in the world and there are a ton of great businesses that are improving the lives of others on a daily basis.  There are also many people who are accomplishing great things for the betterment of communities and different causes that are often overshadowed by the doom and gloom stories.

The media will listen to you IF you understand the rules of engagement for dealing with the media.  The media has certain guidelines by which they operate and a great PR professional will know what these criteria are so they can communicate effectively.  A good PR professional will help the media as well as their own clients and customers; and one that can do this will be able to get their clients’ stories told.   

If you are genuine in your dealings with others and you have a product/service that improves the lives of others, a good PR professional can help you get that message to your target market in a big way.  Using the media as a resource in an invaluable avenue that can help you get a terrific return on investment for your marketing dollars, if done right!

Call JoTo PR for more information 888-202-4614, JoTo Extreme PR, 411 Cleveland Street, Suite 204, Clearwater, FL, US, 33755

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Editorial Opportunities for Process Equipment Marketing

Fri, Nov 20, 2015 @ 09:15 AM / by Chuck Lohre posted in Public Relations PR, Industrial Public Relations PR, Process Equipment Marketing, Business to Business Marketing, B2B Marketing, Food Process Equipment Marketing, Industrial Process Equipment

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By Kevin Cronin, Editor-in-Chief, Powder Build Solids, 973-786-6401, kevin.cronin@ubm.com

(This just in from Kevin, we've just started a PR campaign for our client Roto-Disc. You'll see Kevin's placement of our product release at Powder Bulk Solids Online.

 Process_Equipment_Marketing_Roto-Disc_PBS_PR.jpg

All editorial submissions are considered for inclusion on our website at www.powderbulksolids.com, as well as for our e-newsletters, and our print edition, and are free of charge. Call with any questions.

  • Equipment Reviews

- Roughly 150 words; preferably a Word document

- High-resolution jpg that is 300 dpi/ppi at 3 inches wide or larger

- Consideration for front cover/Editor’s Choice page

  • Case Studies/Application Stories

- Exclusivity: not previously published or offered elsewhere

- Roughly 1,000 to 2,000 words

- Few high-resolution images (jpg, 300 dpi/ppi, 3 inches wide) with short captions

  • Technical Articles/“How To” Articles

- Exclusivity: not previously published/offered elsewhere

- Educational/objective, non-promotional

- Up to 2500 words

- Few high-resolution images (jpg, 300 dpi/ppi, 3 inches wide) with short captions

  • Guest Column (“Industry Insight”)

- Appears on page 6 of every issue

- Topic coincides with the editorial focus of the issue (see editorial calendar)

- Educational/objective, non-promotional

- 700 words and a short bio on the author and head shot of author

  • Industry News

- Mergers, acquisitions, expansions, partnerships, promotions, new hires, new reps, etc.

- Includes a link to your/your client’s website

- Notification from me when it is live


For more information on how to write an application story go to the page in our Marketing Handbook.

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

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Social Media 101: Creating a Successful LinkedIn Group

Thu, Feb 06, 2014 @ 02:46 PM / by Lauren Campbell posted in Marketing, Social Media, Public Relations PR, Industrial Public Relations PR, Internet Marketing, Branding and Identity, LinkedIn, Internet Advertising, Cincinnati public relations

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Maintaining a social media presence is all too critical these days. How many followers, likes, and connections someone has seems to be part of our daily language and we have seen individuals, brands, and businesses benefit heavily from it.LinkedIn logo design

One of the many great things that social media offers is access to instant information. This has been great for many consumers; people and businesses alike. I personally have used social media to ask questions about a product and received very timely and professional responses. It is access to customer service and information like this which makes social media platforms such a valuable tool in the business realm. One of the more popular platforms, LinkedIn, is a great example. It is the platform best known for its professional foundation and has become one of the most trusted and credible social communities on the web.

LinkedIn provides users with the ability to connect to other professionals and to join professional groups to engage in meaningful discussions. Creating a group on LinkedIn for any business would be advantageous, but in order to get the full reward you must nurture your group, which takes time. We have found a few guidelines for creating and maintaining a successful LinkedIn group to help you aquire the full return on your time spent.

Narrow Niche and Specialty Category

A good way to get started is by having a narrow niche. This helps you attract the right kind of individuals to your group. As a group creator you should focus on driving current clients/consumers to your group so they can utilize it as a forum for asking questions and gathering information; however, you also want to drive potential clients/consumers to your group too. Establishing yourself as a leading contributor to your industry through your group (by answering questions, posting industry relevant material), you build credibility, which helps drive potential clients/customers your way. This is why a specialty category is important; recognizing that not everyone using LinkedIn is going to use your service/product is a great way to begin thinking about investing quality time into those who will.

Participate, Engage and Closely Monitor Your Group

Participation and engagement are imperative to making a successful LinkedIn group, you must pull your weight. When people post articles or information regarding your niche, comment or ‘like’ the post. This shows individuals in your group that  engagement with individuals is important; again, helping establish credibility. When someone new joins the group, greet them. LinkedIn has an option to send a specialized message after someone joins, use it.

commercial photography: Ant carrying leaf.It is also well known that people use LinkedIn to promote themselves and their qualities. Granted, people didn’t join your group to be inundated with spam and job postings, but helping people in your niche find jobs is always a plus. According to Jessica Faye Carter owner of Nette Media, creating a subgroup that allows individuals and companies to post job opportunities and resumes is a great way to mediate the situation and everyone is happy; people can look for jobs and those not looking do not have to be flooded with those posts.

It is also important to monitor what is posted in your community. A well moderated group typically outlasts those that aren’t. If an individual is contributing too much self-promoting posts, tell them. Do not be afraid to set strict guidelines for posting; LinkedIn also has group settings that allow for all posts to be approved, yet another great feature of this platform. Also, good moderating of your group typically means no 'auto-posting' by you. While, auto-posting seems to be a growing area, Susan Tatum, from the Conversion Company, explains that it isn't always beneficial. Different social media platforms are approached differently and auto-posting often doesn't take that into account; this can harm group engagement and even hinder sucess of the group. 

Promoting, not just LinkedIn, but your group too

We see the blue LinkedIn icon everywhere. Websites, trade shows, commercials, etc. But it isn't often we see specific companies/people promoting their specific LinkedIn group. This is a great way to get people to check out your group, especially if you are promoting to the same audience you want to join your group, like at a trade show event. Taking your LinkedIn icon to the next level and incorporating your group can really help generate group members.

No Selling!!

Another important rule to follow regarding your group, DON’T push sales. Individuals who join your group are doing so because of the information that you provide through answering questions, engaging, and sharing interesting industry news, not because they want to buy more of what you have to offer. If they want to purchase from you, they will do so via a phone call or email, not through your group. Many groups do not recognize this down fall. Yes, sharing a blog post you or your company has written is ok, after all, that is information you are giving away, but to try to sell group members something will get you absolutely nowhere and no sales and group membership will drop off quickly. Remember, this platform is used as a tool for nurturing relationships with people, actual humans, they aren’t credit card machines looking for a purchase. This will also devalue your credibility, which is exactly what you do not want. Remember to use this as a way to build relationships with other people, not get into their wallets. 

With these tips success will follow. Moderating a group is no easy task and one that takes due diligence and time, building a relationship never is. But when done properly, the benefits outweigh the costs every time. 

If you enjoyed this blog post, be sure to check out: FAQ's What are the Best IndustrialMarketing Social Media Sites   

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Industrial Marketing Public Relations (PR) in the Information Age

Fri, Jan 24, 2014 @ 12:26 PM / by Lauren Campbell posted in Industrial Marketing, Public Relations PR, Industrial Marketing Media, Industrial Public Relations PR, Internet Marketing, Business to Business Marketing, B2B Marketing, Industrial Marketing Content, Internet Development, Marketing Media, Cincinnati public relations

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Public Relations (PR) have gone hand in hand with marketing for decades. Over the years, both industries have seen huge changes with the advent of technology, the development of the internet and the rise of the social media phenomenon. In addition to keeping up with the ‘Jones’, globalization has increased, not only the markets available, but also the competition, making it more difficult to have a competitive edge.

Our Cincinnati Marketing and Advertising AgencySurviving in the Information Age has been difficult for industrial PR and marketing firms; the ever changing landscape of print media, digital media, and technology have made it more important than ever to ‘know your stuff.’ Because I am new to both of these industries, I haven’t been around to experience these changes myself and have not had to adapt to a changing landscape. My job here at Lohre & Associates is my first ever marketing gig, and even though we are a Marketing and Communications Firm, we also do a little bit of PR for our clients, introducing me to both fields of work and teaching me how to navigate through both. But, after all, the map is not the territory and no matter how much information is fed to me about ‘how this should be done’ or ‘this is how it used to be done,’ I had no idea what was needed to be successful in these industries until I started working here.

Given my short experience working here, there are some important best practices that I have picked up on. Practices that aren’t taught in college, nor are they often regularly discussed at large firms, but here at Lohre & Associates, they are discussed. Maybe this goes back to the longevity of this firm, but even though these may be considered ‘Old School,’ they are valid, useful and pertinent for a lasting company.

Build a rapport with editors and publishers:

Sending out email after email to individuals regarding your client and/or their product requires a lot time in these industries. When I think about how long we’ve been around, some of these individuals have known our company for decades, making for lasting relationships. This is why being polite, genuine, and patient are so crucial for success. You must recognize the individual on the other end of the email/phone are people too, with lives and events happening all the time. When you interact with them, be polite, listen and be genuine with your statements. When they don’t get back to you immediately, be patient. As someone in charge of the PR for a client/company, you represent them as well, don’t forget that. No one wants to deal with an impersonal, time crunching, fast-talking marketer. It isn’t going to do anything but waste people’s time, and that isn’t going to get you anywhere.

Be organized!        Important Marketing concept: passing the football

When reaching out to publications or a person about your client/product keeping up with all forms of interaction is crucial, especially in PR where publication dates, submittal dates, and advertising dates reign supreme. I regularly reach out to dozens of publications, sometimes daily and keeping track of who has responded, who works for whom, what deadlines are for what publication and what information is required for those publications, can be a daunting task. This is why keeping an organized spreadsheet or something similar is important. This helps keep track of whom you need to contact and whom you are waiting on to respond to you. In the industry, this is referred to as ‘the football’ and keeping track of the football can make or break a sale or worse, a client’s involvement.

Lastly and most importantly,

Don’t let the internet fool you.

Again, I didn’t know much about Industrial Marketing and PR when I started here, but luckily I have a great teacher, Chuck Lohre, who has taken me under his wing to teach me; but I, being the Millennial I am, do have a full understanding of the internet, social media, and how hard one must work to obtain valid information from both.

Yes, online Public Relations is a huge, booming business. Yes, everyone says that print media is dying. Yes, online content creation is important. But, big BUT here guys, don’t let the internet fool you. Print media is alive and well in the industrial sector. People who work in these sectors are more than happy to pick up a magazine and read the articles. Even though most industries aren’t seeing such staying power in print media, there is still something to be said about it. Not to mention, the validity that these publications provide. Even in digital form it is important to find a credible news source.

Industrial Marketing Advertisement from the Precast ShowFinding valid, credible resources online can be a little discouraging. With everyone giving their opinion on topics and social media blatantly bombarded with ‘news’ all the time, sifting through the BS, if you will, can take up a lot of time. That is time well spent for consumers, businesses, and individuals to compete for the attention needed to see your product. Utilizing legitimate resources for your PR outreach is imperative to establishing credibility and maintaining that credibility. If a valid news source has a digital presence then PR outreach should be done; those types of suitable sources probably send out e-newsletters and other forms of electronic communication with their subscribers. These avenues are great for PR and can be useful in reaching your targeted audience.

One thing that the internet can’t always provide for PR outreach is quality information. That is why it is important to remember that just because something has a lot of ‘likes’ on Facebook, or is trending on Twitter doesn’t make it useful, valid, or credible.

Hopefully the newsworthy information that is available on these social media platforms will begin to take a hard right turn towards validity; focusing on objective, trustworthy, and responsible publication, at least I hope they do.

If you enjoyed this blog post, you would also enjoy Industrial New Product Introduction.

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The Nitty Gritty of Creating an 2014 Industrial Marketing Media Schedule

Fri, Jan 03, 2014 @ 12:05 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Media Schedule, Public Relations PR, Industrial Marketing Media, Industrial Public Relations PR, Marketing Media, Cincinnati public relations

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Seven steps to a relevant, customer-focused industrial marketing media schedule.

From the headline of this post you know a checklist is coming as you prepare to create a media schedule. Here it is:

  1. Survey your customers
  2. Check out where they hang out
  3. Place the frequency to match the use
  4. Use blogging best practices to create content
  5. Establish a metric to track
  6. Test new media
  7. Rinse and repeat

Industrial marketing survey formIt's easy to survey visitors who request information from your web site. Contrary to giving information away, many industrial sites request contact information for Material Specification Data Sheets and other proprietary information. Those request forms are a perfect place to ask where your customers "hang out." You'll quickly see that one third of your leads come from the dominate industry publication, another third from search engine, whlle the other major industry publications deliver the balance.

There are additional questions you'll want to ask yourself before planning your 2014 campaign.

  1. What are your goals?
  2. How do you compare with your competitor's sites?
  3. How does your PR compare?
  4. How does your advertising compare?

Normally the goal of an industrial marketing site is to increase traffic and thus gain new customers. The site that a plant manager finds and gets a quote from quickly has a very good chance of getting the order, but it takes a combination of efforts from sales reps, manufacturing and financial approvals. One site we did generates sales from around the world, letters of credit are essential for your protection.

Hubspot Marketing GraderHubspot's Marketing Grader is a good place to compare your site against others. Maybe you can't have as many indexed pages or links to your site as a multi-national, but you must have a site that loads quickly, has unique content and uses the keywords you want to be found on.

PR is a topic that is coming back. The new inbound marketing concepts are really a throwback to a strong PR program. Good writers can always find a new spin on an industrial product and that's what will get your reader engaged.  They'll remember you when they are looking for your product. Take a look at a good list of how to blog and it's practically the same as the PR manuals from a century ago. Also, PR is put in front of traditional advertising for a reason. You must prove your media with PR and only then will the media be worthwhile for paid display advertising.

Finally your display advertising budget needs to go to the publications your customers read, the directories they refer to and the ones that provide sales leads. The old-fashioned bingo card is back in digital from and just as relevant.

Now for dicing up your budget. The 80/20 rule works here as well. So, 80% of your budget should go to the top 20% of your markets. The 20% left can be used for PR. For a small manufacturing firm with say a $100,000 budget for round numbers use $10,000 for industrial directories that will provide about 50% of your web traffic. Your site should produce about 50% of your sales leads. Another $70,000 goes to display advertising that provides a similar 25% of your leads. And the final $20,000 split between adwords and PR which will generate the final 25% of your leads. Typically, your PR is a compelling visual and description appropriate for the media's editorial schedule. As you update your PR also update your site site content. In fact, the PR can be a blog post that's distributed to the media and linked to inside the site.

McGraw Hill ManThe process of industrial marketing media changes incrementally and slowly over time. You need to stay in front of you regular customers, but also need to continue to explore new markets. You never know where those will come from, but then again we invented the Internet to solve that problem! So your 70% traditional media marketing goes to your regular customers and 30% goes to keep your name out there in the best industrial directories, search engine ad words and potentially new media and businesses with PR. Thanks to Business2community.com for the McGraw-Hill magazine ad, "I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now…What was it that you wanted to sell me?"


If you liked this post, you may also enjoy "10 Step: Process Equipment Website Marketing Communications Review."


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Industrial Marketing Media Schedule Planning for 2014

Tue, Dec 10, 2013 @ 10:11 PM / by Chuck Lohre posted in Industrial Marketing Media Schedule, Public Relations PR, Industrial Marketing Media, Industrial Public Relations PR, Business to Business Marketing, B2B Marketing, Cincinnati public relations

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Now is the time to fine-tune your 2014 industrial marketing editorial schedule. The trend's toward digital newsletters produced by industrial publications versus strictly print ads.

This might seem a bit old fashion but industrial marketing is slow to adopt consumer trends. These days consumer email boxes are brimming with newsletters from their favorite stores and brands. Not so much with industrial marketing. Industrial marketers know, though, they can contribute expert-authored articles to technical trade journals. The best publications factcheck and vet the articles for their audiences and everyone wins, right? Well, you still must make some decisions about where you're going to place your space for the year.

Common wisdom tells you to pick the top two publication in your industry and schedule twelve time frequency in both. To do that effectively you need to place the largest ad you can three or six times and fill in with classifieds or calling card size ads. Now we need to include the publication's digital newsletters as well. For the best short summary of industrial marketing techniques, download Business Marketing Association Director Rick Kean's presentation, "Marketing Skills Assessment," delivered to the 2005 AdVenture Electrical Industry Marketing Conference.

This blog post will give you some tools to help evaluate digital media.

Alexa Industrial Marketing Media Schedule resized 600

Alexa.com is a great site to evaluate large internet sites like Thomasnet.com and Globalspec.com. We've included Google.com and Skf.com as control sites. They rarely change and are nearly linear in their internet industrial marketing media. For that matter Thomasnet.com and Globalspec.com are too. A modest Thomasnet program can increase traffic almost as much as a good ad words program. The ad words program will be more targeted and deliver about twice as many sales leads.

But here is where the comparison really points out what is happening in internet industrial marketing media mix - the number of indexed pages of a publication. The following charts illustrate the difference between Thomasnet.com and Globalspec.com.

Industrial marketing media thomasnet.com resized 600

Industrial Marketing media globalspec.com resized 600

Thomasnet.com has 2.8 million indexed pages and Globalspec.com has 5.8 million. Even though Globalspec is just a media baby compared to Thomasnet it has almost twice as many indexed pages. This is mainly because Thomasnet.com and Google didn't get along and Google couldn't index their huge number of pages. Thomasnet has since made aliances with Google and has started to recover in the industrial media wars. Thomasnet being almost hundred years older has a leg up on Globalspec. Globalspec was recently purchased by IHS, a global industrial intelligence service company. The jury is still out on how that will affect its industrial product sites.

If you're considering investing in digital newsletters for your industrial marketing media schedule for 2014, you need to be sure that they are indexed by Google and have a life of their own by continually being present on the interent. Here's an example of a Powder Bulk Engineering's newsletter and its proof that Google has indexed it.

Industrial marketing media Powder Bulk Engineering resized 600

Industrial marketing media Powder Bulk Engineering Google resized 600

You don't want to invest in any media that can't pass this sniff test. Pick out a unique sentence from the newsletter and search on it in Google by putting quotation marks on either side. If it doesn't come up, your customers won't be able to find it either. "Not allowing content to be indexed by Google" is the single biggest mistake media makes in trying to provide digital services.

Our recomendations for industrial marketing media schedules for 2014 include moving 15% of your media budget to digital newsletters. We don't recommend banner ads on publication home pages. The internet is only reached by searching on keywords and those searches shouldn't take you to home pages. They should take you to the page with the specific search keyword you searched on.

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


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Industrial New Product Introduction Marketing Communications Part 2/2

Fri, Mar 01, 2013 @ 10:37 AM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Public Relations PR, SEO - search engine optimization, Industrial Public Relations PR, Branding and Identity, Business to Consumer Marketing, Business to Business Marketing, Business to Business Advertising, Business to Consumer Advertising, Cincinnati public relations

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Now, with all your ducks in a row, it's time to get up on a soapbox!

Internet marketing is now called inbound marketing
The most successful established companies in business-to-business marketing utilize the Internet to extend and complement their current marketing methods. For example, by using the Internet to move important marketing, product, and sales information more quickly to interested prospects, a company can shorten the time it takes for a prospect to make a buying decision, thereby shortening the company's sales cycle. Write technical articles or presentations for the trade and publish these articles on your site. Include a contact form with opt-in request. Send out a quarterly newsletter to those contacts that opt-in as a willing recipient. Have visitors sign in for access to download your value added information. Forward those sales leads to your salespeople. Ask the visitor what sources they use when purchasing your type of product. Spend more of your budget on those media. Start with an informative site that educates your viewer. Follow up with customer services that make it easier for your customer to do business with your company.

New Product Intruction Marketing Communications 3 resized 600
These eye movement images shows where the viewer is looking on the search engine pages.

Advertising
  • Run modest web site advertising programs with Google (AdWords),Yahoo (Sponsored Results), Facebook and LinkedIn.
  • A telltale sign that an ad generates good sales response is the fact that it repeats, month to month, in every issue of a publication.
  • Smaller, inquiry-generating ads run by trade, industrial and business-to-business advertisers prove this point, and pay their way by generating sales response, not merely brand awareness, with every placement.
  • To maximize the cost, impact and coverage of your new product introduction advertising program, run the largest fractional ad your company can afford, with a minimum three-time placement schedule in the two top publications.

Public Relations
The guiding principles of successful business-to-business public relations programs include seeking high-quality editorial coverage by making news announcements only when your company has "something to talk about," and thinking of how your press release or announcement will be perceived by the writer or editor at the trade publication. Since "hard" news events occurring in your company, such as new product announcements, have the highest chance of receiving coverage in your field, they should be the focus of most of your PR planning efforts.

Direct Mail Marketing Communications resized 600
This advertisement had a business reply card added to the bottom and tri-folded into a letter size direct mail piece. It was a survey mailed to their customer list. They received a 20% response. Typical for customer mailings.

Direct Mail
  • The most important part of any direct mail project is, by far, the mailing list used for the project.
  • The "quality" of the names on this mailing list i.e., their propensity to become purchasers of your company's products determines the ultimate success or failure of the mailing.
  • Even a poorly-written or implemented mailing piece stands a better chance of being successful if mailed to a top quality mailing list; however, the best mailing piece mailed to a poor-quality mailing list is unlikely to generate adequate response.
  • Alternative marketing options, such as print advertising campaigns, often generate far less response compared to making the basic changes often necessary to correct a poorly performing direct mail program.

Telemarketing
Follow-up phone calls made by sales reps to prospects who have recently received the company’s direct mail packages are often a necessary step in the sales process for many companies in business-to-business markets, and underperforming direct mail projects will often require additional follow-up contacts by the company’s sales reps to boost mailing response. Some say that it takes up to 11 contacts to close an industrial sale. So if they are real prospects, that have a need and a budget, stick with them!

Trade Show Display Marketing Communications resized 600
Simple visuals that back up your benefits will communicate your message quickly. The average person has an attention span of 8 seconds.

Trade Shows

Just as prior sales experience is a major advantage in a marketing manager’s professional background, getting live “face time” by talking with prospects and customers at the trade show provides invaluable response that helps marketing managers improve their company’s marketing program, by helping marketing managers improve the sales copy, presentation, and targeting of their marketing program. Booth locations that directly face the show entrance at the front of the show floor are the best locations for your tradeshow booth because they attract interested show visitors early, prior to visiting other exhibitors’ booths.

A sale is the bottom line
  • Salesmanship is always the most important element in the development of marketing projects.
  • It is the catalyst that makes every aspect of marketing deliverables effective and persuasive in the market from copy and design to layout and production.
  • The role of creativity is to serve the salesmanship that determines the product’s key sales benefit, positioning and call to action.
  • Creativity also plays a role in the downstream aspects of copy, design and layout for marketing deliverables, but always works in service to salesmanship.
  • Underperforming ads, mailings or other marketing deliverables are most often caused by poor presentation in deliverables, poor execution of marketing projects, incorrect prospect targeting, wrong allocation of marketing costs to underperforming media and methods, and other problems directly related to the marketing program.
  • The genesis of these problems usually stems from lack of leadership and poor management on the part of marketing managers in supplying outside ad agencies with the essential direction in copy and strategy required to drive the process of creating, developing, and executing successful marketing projects

If you don't succeed at first, try, try again. It's better to light a candle than curse the darkness.
In many instances, the result of a marketing program for a start-up or new product launch is neither a success nor a failure. Ultimate success is determined by your mindset. The measures you take to assess the causes of poor sales response and the steps you execute to correct the problems identified by the results of the marketing communication are key. Smart marketing managers realize they must be alert to detecting the clues from these first efforts - such as copy changes, media selection or better prospect targeting - that can yield better results on the next implementation. Prior research, or market surveys usually do not reflect the actual reality of sales response to a product, and are never a substitute for - asking for the order - in live advertising, mailings and other hard dollar marketing projects. The need for “branding” and brand reinforcement generally applies to those kinds of companies who can afford to implement massive saturation advertising campaigns to gain incremental market share in very large and mature markets. The importance of “branding” as a goal has been grossly overstated for small and mid-sized companies selling their products in industrial markets and is often a costly distraction from the far more important goal of using effective salesmanship and clear, persuasive presentation in company marketing projects.

References:
  1. “You and the Law,” Editor: Henry V. Poor, Assoc. Dean, Yale Law School
  2. "Marketing Skills Assessment," Author: Rick Kean, Director, Business Marketing Association
  3. “Diversity in the Workplace - Unleashing the Power of a Multi-Generational Workplace,” Author: Janice Urbanik, Construction Process Solutions, Ltd., Global Lead Management Consulting
  4. “NPCA Plant Certification Program,” NPCA Web Site•"10 Rules On Creating Business-To-Business Ads," Author: Ed Lawler, Professor Northwestern University
  5. “How to Write a Case History,” Editors “Powder Bulk Engineering” Magazine

Industrial New Product Introduction Marketing Communications Part 1

Creative marketing communications

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Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads

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How to Create Green Marketing Communications

Thu, Feb 14, 2013 @ 03:07 PM / by Chuck Lohre posted in Marketing Communications, Green Marketing, Cincinnati, LEED, Public Relations PR, Green Cincinnati Education Advocacy, Blogging and Blog Content Creation, Industrial Public Relations PR, Literature Design, Promotional Brochure Design, Green Building, Advertising Design, Cincinnati public relations

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Sustainable products and services marketing communications are focused educational messages for each customer persona.

The marketing cycle stages are the same: audience, investigation, comparison, negotiation, sales and follow up. The Green Building movement has a passion and an involvement which is shaping the industry. The people that are receptive to Green marketing believe that Green products and services are better than others. Consumers select the standard that they believe in: The U.S. Green Building Council, Environmental Protection Agency (EPA) with their product certifications, Department of Energy (DOE) with their Energy Star Certifications and many other organizations are being adopted as trusted brands by the public. Wikipedia has a great page on Green marketing http://en.wikipedia.org/wiki/Green_marketing/.

Sustainable products and services by their very nature are more advanced and efficient. Everyone likes to save money and have a better quality of life; these are the major benefits of sustainable products and services. As energy costs rise and quality of life decreases; more and more people will be turning to sustainable practices to preserve their lifestyle. Education and the peer sharing of these inexpensive methods and practices will continue to grow the industry. We LEED Platinum Certified our office for $12 per square foot. In this blog post I'll review the resources available to learn more about the market and the methods that are most successful.

Here are typical Green customer personas that contact us:

  • Persons wanting to learn about Green building and study for the U.S. Green Building Council Green Associate exam
  • Professionals wanting to pass the U.S. Green Building Council's Leadership in Energy and Environmental Design Professional Accreditation exam
  • Persons wanting to Certify their home or building
  • Government, university students and faculty doing research and education
  • General public involved in the environmental movement
  • Professionals wanting to learn about energy modeling
  • Local organizations wanting a Green speaker
  • Business owners or inventors that want to sell to the Green building movement
  • Professionals that want to get involved in the local U.S. Green Building Council Chapter.

 

Society for Marketing Professional Services (SMPS)

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In 1977 a new industry came to being, marketing for architects, engineers and other professional services. The laws changed to allow advertising. The Society for Marketing Professional Services is an excellent resource for learning the best practices for marketing architectural and engineering services. Primarily the marketing department at those firms prepares proposals and complete state and federal forms to bid on projects. Especially helpful is their Marketing Handbook and its accreditation test Certified Professional Services Marketer exam. Everything from research to websites to events to exit interviews is included. If you offer architectural or engineering services this is a must have accreditation for one of your staff.

U.S. Green Building Council

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The U.S. Green Building Council (USGBC) is how we found out about the Green Building movement in 2005. It's a non-governmental non-profit that has assembled the best sustainable building practices into an easy to understand and implement certification system. We got involved with the local chapter by helping develop their web site and display materials. It also gave us an opportunity to offer classes to pass the USGBC Green Building exam and teach renewable energy classes at Cincinnati State Technical College. As with marketing any product, the best marketers have a deep and committed passion for the industry. This is represented by Certifying our office LEED Platinum, the highest level. We did all of the work on the project ourselves and now offer LEED documentation services for other projects.

Yuldeson Group

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Jerry Yudeson is a pioneer in the Green Building marketing industry. He has written an excellent book, Marketing Green Buildings: Guide for Engineering, Construction & Architecture, and we highly recommend it. Jerry spoke at a Cincinnati Chapter of the Society of Marketing Professional Services educational breakfast in 2006. One of the major takeaways from the presentation was to seize the moment and take hold of this new and growing industry. Lohre & Associates has embraced this concept. Because it's a unique industry and quite different from our traditional marketing communications firm, we registered "Green Cincinnati" and started our Green Cincinnati Education Advocacy division for Green Building services and marketing.

 

Green Cincinnati Education Advocacy

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When we founded Green Cincinnati Education Advocacy in 2005 with the goal to help promote Green Building and provide the public with the resources needed to advocate for the U.S Green Building Council's LEED Certification process, we wanted to focus on the products and services that would help design, build and maintain buildings that are trying to achieve Leadership in Energy and Environmental Design (LEED). The Green Building movement has many different meanings and we use that general term to describe our focus but underlining that is our dedication to the U.S. Green Building Council's Certifications as the best in class.

Database of State Incentives for Renewables and Efficiency (DSIRE)

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The single most important thing in marketing Green Building products is the grants, rebates, incentives, tax abatements and any other cash reduction methods. DSIRE is a great resource to find the state and federal incentives available. In Cincinnati we offer extended building property tax abatement to 15 years, the only one like it in the world. It has made Cincinnati a center for residential LEED design in the nation. The state of Ohio offers a Commercial building tax abatement extension of up to 12 years for LEED Certified projects. The state of Ohio requires that all school buildings be built to LEED Certification. The Federal government offers reduced interest rates to affordable housing projects if they are LEED Certified. An added incentive to those developers is that they are required to pay for the maintenance and utility bills for 15 years. All U.S. government buildings are required to be LEED Certified. LEED buildings by definition save at least 15% on energy bills.

Fostering Sustainable Behavior

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We learned about this the Community Based Social Marketing group from some employees of the City of Cincinnati. Their resources are excellent for uncovering the basic problems to changing behavior. For example, in one Mexican town the mothers wouldn't use child seats in their cars because they believed that if God planned for them to be in an accident there was nothing they could do about it. The city leaders started having the local priests bless the child carriers and the marketing problem was solved. Other great ideas we learned from them were how to use your neighborhood to encourage recycling. It takes one neighbor persuading another to realize it's easy to recycle. And as they can see, everyone else on their street is doing it as well.

Shelton Group

Shelton Green Building Marketing

The Shelton Group has done a continuous survey of the U.S. since 2005 regarding the public perception and adoption of sustainable practices. Their research has shown a growth of interest in sustainable products up to 2010 and a leveling off after that. There is no obvious reason for this trend. They have also confirmed a time honored marketing method "humor." Getting a person to laugh is the best way to have access to a few new neuron connections being made. Another important finding was that a household needs to make at least five energy efficient efforts to really see a difference in their utility bills. These things could be a programmable thermostat back, storm windows, new windows, high efficiency HVAC, insulation, air sealing, and many others.

Yale Project on Climate Change - Anthony Leiserowitz

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Professor Leiserowitz, like the Shelton Group has done research on public attitudes about environmental issues. The Yale Project identified easy to understand categories of the population. There are those that are early adopters of sustainable practices to those that see no problem with the environment. Bill Moyer's recent interview is worth watching.

I'll conclude this post with references to RESNET, Energy Star and your local utility; they represent the best home energy efficiency guides. Your local utility probably has a simple online questionnaire that will offer helpful ideas to make home improvements. There is talk about requiring all new mortgages to have energy assessments done and they will probably be sanctioned by the Residential Energy Services Network. Energy Star is part of the U.S. Department of Energy and one of the original energy efficiency certifications available to the homeowner. They also have a residential energy audit online like your local utility.

GreenBiz.com

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GreenBiz Group provides, "clear, concise, accurate, and balanced information, resources, and learning opportunities to help companies of all sizes and sectors integrate environmental responsibility into their operations in a manner that supports profitable business practices.'

Their 2013 State of Green Business Report offers a good overview of facts and figures for green industry insiders, " In tracking the trend toward third-party assurance in sustainability reporting, we looked at sustainability disclosures made in compliance with reporting standards, such as those offered by the Global Reporting Initiative (GRI), the International Organization for Standardization (ISO), or AccountAbility."

Mind Over Markets

Here is another description of the different segments of Green by CEO Carolyn Parrs of Mind over Markets, "The consumer base is made up of what I call Shades of Green. Deep Greens (19% of US population) are the most environmentally active segment of the market. They are the most willing to pay a premium for green products and are more forgiving when it comes to efficacy. Medium Greens (33% of US population) embrace environmentalism, but more slowly. They are practical and like to see the results of what they do, so are more likely to buy green products that make sense in the long run. Light Greens (16% of US population) are generally unconcerned about environmental issues. They have a “wait and see” attitude and will only buy green products if they are economically equal, or better yet less than conventional products and services. After all, shouldn’t green cost less if you are using less ingredients/supplies/parts?"

George Lakoff to green marketers: use the F-word

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Mr. Lakoff has some good points about the emotional words we use like "Freedom." Using them in your campaign will make it more effective. He reports that 98% of our decisions are unconscience. Using the right "metaphors, narratives and emotions" can help call on those unconscience motives to help sell your message. From an article by Anne Clark for The Guardian.

Recognize resistance, which is so commonplace it often discourages while passing unnoticed

Muhammad Yunus, of Grameen Bank and the worldwide microcredit movement, spent more than 30 years promoting the idea of microcredit -- first in his native Bangladesh and later around the world. Growing the Grameen Bank from a small outpost to a bank that lent to millions of poor women was a long and trying process, and he learned a great deal from it. So can we. Thanks to Katharine Esty and her post on GreenBiz.

For more information on what your company can do, go to the Environmental protection Agency's site or download their Smart Steps Greening Guide.


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Xavier University Hires Cincinnati Agency, Lohre & Assoc. for PR and Social Media

Sat, Dec 15, 2012 @ 01:29 AM / by Chuck Lohre posted in Marketing Communications, Cincinnati, Public Relations PR, Industrial Public Relations PR, Cincinnati Marketing Agencies, Cincinnati Advertising, Business to Business Advertising, Cincinnati PR Agencies, Cincinnati Advertising Agency, Cincinnati public relations, Cincinnati Advertising Agencies

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Lohre & Assoc. selected as public relations and social media firm for Xavier University American Dream Composite Index

Hello fellow forward thinkers,

Here's exciting news for marketers. This new economic index will provide vital information to decision makers in marketing and management for the construction industry, manufacturing, natural resources and consumer goods. Lohre & Associates along with the O'Keeffe Company has been retained to provide the latest in internet publicity and social media marketing. Scott Hasson is the account executive on the campaign. For more information on subscriptions or becoming a sponsor, please contact us. The release follows:

Xavier University’s American Dream Composite Index™ (ADCI) Helps Businesses and Policy Makers Target Their Marketing Dollars

CINCINNATI—Xavier University’s Williams College of Business launches the American Dream Composite Index™ (ADCI), the only statistically validated measure of the American Dream and a predictor of future consumer behavior. Visit www.xavier.edu/adci for detailed information regarding the values of the ADCI, its dimensions, and methodology.

Xavier will host a 30-minute webinar about the ADCI at 1:30 pm EST on October 10. Visit http://meet32018046.adobeconnect.com/adci1/event/registration.html to register.

The ADCI reveals the extent to which people living in the U.S. achieve the American Dream, and allows organizations in many fields, including but not limited to, housing, automotive, finance, insurance, retail, and policy, to understand consumer behavior and sentiment that paints a comprehensive picture of American society. The ADCI is based on a survey administered to a randomly stratified national sample of at least 1,000 adults representative of the U.S. population. By tracking different dimensions of the ADCI, businesses can adapt their operations, capital expenditure, employment, marketing, and other decisions affecting their bottom lines.

Researchers at Xavier have quantified the American Dream based on 35 dimensions which include: economic factors such as home ownership, financial security, and job characteristics; personal well-being factors such as family and friends, leisure, and happiness; societal factors such as trust in government, justice, civic participation; diversity factors; and the physical environment.

In addition to the ADCI, five additional sub-indices are provided, namely, the American Dream Economic Index™, the American Dream Well-Being Index™, the American Dream Societal Index™, the American Dream Diversity Index™, and the American Dream Environment Index™.

Monthly subscribers receive index access prior to the public release of the data, and can customize the information based on demographic details. Monthly subscriptions to the ADCI are now available for corporate, non-profit, government and other organizational use. To learn more about the ADCI monthly subscriptions and customized offerings, please visit www.xavier.edu/adci.

Xavier University, a private Catholic university located in Cincinnati, Ohio, provides a liberal arts education in the Jesuit tradition. Founded in 1831, the university is the sixth-oldest Catholic university in the nation. U.S. News & World Report ranks it fourth among master’s-level universities in the Midwest. Learn more at www.xavier.edu.

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