<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/offsite_event.php?id=6008611837624&amp;value=0">

Food Engineering Magazine Field Report Preparation Guide

Tue, Jun 21, 2016 @ 03:46 PM / by Chuck Lohre posted in Technical Editing, Blogging and Blog Content Creation, Technical Writing, Process Equipment Marketing, Industrial Marketing Content, Marketing Content, Content Creation

0 Comments

Content Creation: Food Engineering Technical ArticleHere are some pointers for preparing a Food Engineering Field Report—also known as an application story, success story or an application brief for our Dry Processing Technology section.

A Dry Processing Technology Field Report describes a problem and its solution. It may involve any product used in the food processing industry; for example, feeders, screening equipment, size reduction equipment, mixing/blending, bulk bag filling & discharging, mechanical conveying, pneumatic conveying, dust control, weighing systems, storage systems, micro and macro ingredient handling systems, thermal processing equipment (ovens, dryers) packaging equipment, metal detection/magnetic separation, process control system hardware and software, and so on. If you’re not sure whether your product, application or service applies, please call and we’ll brainstorm it. See sample Dry Processing Technology Field Reports attached.

Absolute requirements for publication

A submittal must contain the following or it will not be used.

  • Body copy of 500 to 700 words
  • At least two end user (food processor) quotes: perhaps one describing the problem and one suggesting that he/she is pleased with the solution, which should be quantifiable. That is, for example, it saved xx amount of time, reduced energy costs by xx percent, or the process improvements increased OEE by xx percent.
  • If you are unable to get end user (food processor) quotes, we may still have interest in the application story. We use this version online and in our bi-monthly eNewsletter. Think of these stories coming from a well know cereal manufacture or leading snack producer perspective. We require the same information, without the processor quotes or references.
  • Name of user company and name and title of person being quoted at the user Company

Quotes from supplier companies will not be used, and will be turned into straight text when appropriate.

  • Photograph of product, service, software at the food processor’s site—not a straight

product shot! Photograph must be print quality; that is high resolution jpg at 300 pixels per inch (ppi). Recommended physical size is at least 5x7 inches. Do not send Web quality. Don’t forget a suggested caption and photo credit. You may send more than one photo. Do not save screen dumps as jpg files! Use a non-destructive format (tif). Call for instructions!

  • Real name of a person, phone number and email at the supplier for more information

(sales contact)—no web addresses or sales@email.com addresses! 

  • Your contact info: Name, phone, email, address.

Please advise as to where this story may have already been published. If it has been used on a

competing publication’s website or in a printed magazine, we won’t be able to use it. If it’s been

published on a supplier’s website, we can use it as long as it’s not more than a year old. Obviously, if exclusive rights to use the story have already been given to someone else, please don’t send it to us. Please make sure of this first. Also, be sure you have cleared the story with the processor.

Please note: These stories are used on a FIFO basis (first in, first out). Publishing dates cannot be guaranteed, but complete submissions, of course, will be published before incomplete submissions.

Contact Debra Schug for more information: Debra Schug, Features Editor, Food Engineering,

schugd@bnpmedia.com, 847-405-4068.

Read More

Why Blogging is the #1 Marketing Communication for Sales Leads

Wed, Mar 27, 2013 @ 02:36 PM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Industrial Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Technical Writing, Industrial Marketing Content, Marketing Content, Advertising Design, Business to Business Advertising, Business to Consumer Advertising, Content Creation, Cincinnati Advertising Agency, Advertisement Design, Advertising Literature, blogging, Advertising Agency

0 Comments

Writing is the primary basis upon which your work, your learning, and your intellect will be judged.

Thanks to Marquette University.

The internet is based on the written word. A system based on visual images is coming up fast but it's not here yet. So until then we must deal with the written word. Google's search algorithm is based on being able to search quickly through related words. You can start at the beginning and go through any list one at a time or you can break up the deck of words into stacks and search each one at the same time. Another method is to follow the connections between cards. But it's all based on the relationships between words. I learned about Google's algorithms by taking the Algorithms Design and Analysis Part 1 Course offered by Sanford University.

Marketing Blog Communication Leads resized 600
Customers' want accurate information on the products they are considering purchasing, a marketing communication blog can fulfill that need. Thanks to Hubspot.

The future of marketing is a customer calls and is ready to buy. They have already done their research and have decided on whom they are going to work with. You!

Marketing Communications for Consumers

This illustration isn't for industrial marketers but you can replace Pinterest, Instagram and Foursquare with the industry blog, association and continuing education. Don't forget about them. Thanks to SocialMediaToday.

"I thought great content led to connections, but really, it’s the other way around. Feeling like an idiot, I decided to give it a shot. I wrote about the same topics. My writing didn’t improve at all. I promoted my posts in exactly the same way. The only difference was I made some friends with popular bloggers first, and then I asked them to help me promote it. Here’s what happened: Within one month, I was averaging 1000 visitors a day from StumbleUpon, Delicious, and Digg. Why? Because I got to know Brian Clark, and he connected me with social media power users who promoted my posts," thanks to Guest Blogging Jonathan Morrow.

LinkedIn Mapping Marketing Communications resized 600

LinkedIn Labs, InMaps shows you your network. "What do the different colors means? We assign colors based on how all of the people in your network -- such as people you went to school with, friends or colleagues -- are interconnected. Our algorithm looks at your graph of connections and finds up to eight common groups. The denser your network is (plus, the more of your connections who are also connected to each other), the better the algorithm is able to differentiate. We don’t use any other information like groups, companies or shares to group people by color - we just look at your network structure. Use your mouse-wheel or the + and – buttons to zoom in your map. An individual's name only appears when you zoom. You can also mouse over nodes to reveal names and headlines. When you click on a node, it loads the individual's information on the right panel and highlights their connection on the map." My network is pictured above with one of my connections selected.

Writing plus sharing equals marketing communications.

"As a blogger, I do have one thing in my mind regarding the blog posts. Blog readers should share the blog posts on social networks wherever possible which we don’t see very often. As most of you know, social media sharing has greater impact on search engine optimization and social shares of your article would definitely improve the overall buzz of your blog," thanks to Pawan Bawdane.

"A new era of digital communications has opened an array of new channels that businesses can use to educate, enlighten, and engage audiences. Enterprises, both large and small, across the globe are embracing these news channels and using them to better communicate their narrative and control their storytelling in order to win visibility, cement alliances, build relationships, drive sales, and ultimately better connect and influence the decision makers who purchase their products or services," thanks to Greg Matusky.

It's not enough to just write a 600 word blog twice a week. You need to cultivate a group of like minded bloggers and promote each other. The internet is like an ocean. You can't treat it like a neighborhood pond. There's nothing wrong with that and that is what most of the internet is for many companies, a small world of just employees, reps, customers and friends. But if you are going to reach out to the U.S. or the world, you are going to have to learn to leverage the internet capabilities to do that. Welcome to a brave new world. It's fun.


If you liked this post, you may like:

Industrial New Product Introduction Marketing Communications Part 1/2

Industrial New Product Introduction Marketing Communications Part 2/2

 


Meeting

Request Free Guide

Download our free guide to Internet Content and Online Prospect Relations Management.

Read More

How to create a marketing communication email

Thu, Mar 07, 2013 @ 02:21 PM / by Chuck Lohre posted in Marketing Communications, Email Marketing and Advertising, Technical Writing, Business to Business Marketing, Advertising Design, Business to Business Advertising

0 Comments

 

People are consuming so much online content that the art of scanning and filing away for more in-depth reading later has become a fine art.

This blog post will show you ways to first, get noticed and second, get read.

Email Marketing 5

Breakthrough communications today take a three-step process:

  1. The attention getter, much like a billboard you notice on the highway. It gets your attention and you decide if it's for you.
  2. Learning more about what intrigued you. This stage is like one PowerPoint slide, an image and a few bullet points
  3. The money shot is the meaty content, today this is best delivered as a video. If you can't deliver a video, you're going to have to be a very good writer to complete the communication, educate your audience and get them to take action. Plus, you'll need to be a good photography editor, too.
Email Marketing 3

Let's take the case of a highly technical maintenance program offered by an international machine tool company. The service is a two-tiered offering, the first is a yearly machine assessment, and the second is a twice-yearly tuneup. The first problem is coming up with the headline. Corporate came up with "One Stop Shop" but that's more for their five-tier programs including control retrofits and oil changes. We need to focus on just the assessment and tuneups for the North American market. The senior sales manager has correctly selected the services that will most likely be chosen by operations and sold to upper management here in North America. We're not going after the high-end shops; they already maintain their equipment to high productivity levels. And we're not going after the low end of the market that will not spend until the machine fails. This leaves a middle ground that demands high productivity requirements from their equipment, can't afford to have machine downtime, and trust the Original Equipment Manufacturer to know what is best. They will also benefit from their own inexperienced service staff learning how to properly inspect and maintain their equipment.

We're using wildlife images in place of the client's machine tool photos to illustrate the different benefits. Leaf cutter ants are the strongest life on the Earth for their size, but they can't do it alone. Harris Hawks are the only bird of prey that hunts in packs like wolves. Chimps use sticks as tools to eat termites. Elephants nuture and teach their young for decades. Crows are very good at solving puzzles. All together they illustrate experience, team work and documentation.

First we need a common metaphor for maintaining things:

  • A stitch in time saves nine; an ounce of prevention is worth a pound of cure, Benjamin Franklin
  • A penny saved is a penny earned, Benjamin Franklin
  • Low maintenance is having low expectations of others and high expectations of yourself
  • 4 hugs a day for survival, 8 for maintenance, 12 for growth
  • High maintenance, but worth it
  • A cell requires energy for its functions, and for the maintenance of its structure
  • Marriages may be made in heaven, but man is responsible for the maintenance work
  • The best way to inspire people to superior performance is to convince them by everything you do and by your everyday attitude that you are wholeheartedly supporting them, Harold S. Geneen
  • You can't improve what you don't measure
  • Employee engagement boosts organizational performance, Gallup
  • High Performance Teams, Donald Bodwell
Email Marketing 1

Let's go with:

Your High Performance Team and Pit Crew

Inspection (blueprinting) and Maintenance Service

Professional analysis for reliable production

Regular assessments and tuneups by experienced service engineers will keep your system running smoothly and ensure that it retains its value.

Our goal is to give you a high level of productivity and autonomy.

  • Assessments
  • Tune Ups
  • Employee participation welcome
  • Accurate measurements of your tooling
  • Predictive maintenance and estimates of future performance
  • Accurate history is the best predictor of future performance
Email Marketing 2

Those are the facts, now we need to get the reader into the scene and generate a benefit in their mind.

  • You'll be proud of your verified manufacturing capabilities after a through assessment and performance report is completed on your press
  • The key to peak performance is regular monitoring and maintenance, let a factory technician benchmark your performance every six months.
  • Your staff will learn by doing the assessment and tuneups along with the OEM technician. You'll be prepared for maintenance and troubleshooting.
  • Our special measuring equipment is used to precisely record the dimensions and tolerances of your tooling and press. You can't get this anywhere else.
  • Benchmarking your performance is the best way to maintain it and improve it.

Next we'll tackle the graphic that will bring this all together and reflect the bullet points.

  • Assessment - blueprinting an engine
  • Tune up - mechanic smiling
  • Education - group conference around machine
  • Unique measuring devices
  • Future maintenance predictions
  • Chart of past performance
Email Marketing Communications resized 600

We hope you've enjoyed this romp through the narrow window attention span of emails. We'll start out our email with a simple headline and image. Start the converstion with a compelling subhead. Then back it up with a set of bullet points and images. Finishing with a chart illustrating continual improvement. What operations manager can't want to see that on their wall! Finally, signing off with a "Call-To-Action."


Creative marketing communications

Download our free guide to Creative Marketing Communications,

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

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

Read More

Integrating Printed and Internet Marketing Communications

Tue, Feb 12, 2013 @ 02:21 PM / by Chuck Lohre posted in Marketing Communications, Cincinnati, Marketing, Technical Writing, Technical llustration, Literature Design, Promotional Brochure Design, Website Design, Web Design Company, Advertising Design, Cincinnati Advertising Agency, Web Design

0 Comments

A brochure and a web page have three things in common:

  1. The cover - a compelling photo, a YouTube video thumbnail
  2. The content - a PowerPoint slide of six bullet points or videos
  3. The Call To Action - a Business Reply Card, a QR code, an 800 number

#1. The Cover:

Video Marketing Communications

This YouTube video is so popular because it illustrates the number one problem mother's have with their autistic child; it's difficult to take them to the mall. A service dog makes that possible and is illustrated in the thumbnail for the video.

The cover of your brochure needs to be like the thumbnail frame for a YouTube video. Pick one that is going to get it played or opened. The cover needs to be like a billboard. So you have three words and a photo. And a logo. You need to get the reader to pick up your literature.

#2. The Content:

Literature Design Cutaway translated to Web Design

This illustration is effective because it doesn't look hard to understand. With the seven callouts, you can easily focus on what is interesting to you.

For the literature we're working on the central inside illustration is a cutaway of a commercial building illustrating all the energy efficient retrofits you can choose from (similar to above).

Today when you mouse over pictures, up pops related content. You can have the same effect by using a central illustration and callouts surrounding it. Digital illustrations can go even further by having you mouse over an index and the whole illustration changes. To do the same thing in a piece of printed literature you would have to use page after page to reveal the same data.

If we were combining images into one for an index mouse over it might be one for daylight and another for nighttime; one for occupied and one for unoccupied. These concepts could be included in the one illustration by using small reference images where it's easy to relate to day or night, school's in or out. The reader will at least understand that there is more to energy efficiency than a static building.

# 3. The Call To Action:

Literature Design Business Reply Card used in Web DesignCall To Action Free Web Content Guide used in Web DesignLiterature Design Call To Action

Remember when marketing communications literature from a company had a Business Reply Card? That's the same thing as an internet web site Call To Action today. A Call To Action (CTA) is an encouragement to learn more by sending a request to the company via email. The modern form of Business Reply Card. We're working on an efficient lighting retrofit brochure that will also be used on the company's web site. We'll still use the Business Reply Card for the printed literature but for the web site it will be a "Call To Action" to have an energy assessment done on your facility. If you had a trade show booth it could be a "Wheel of Fortune" game of chance wheel!

Pinterest Social Media Marketing Communications

What is the comparison to the back of the brochure in the digital age? Maybe get right down to business and hint at the information that will be needed to complete the assessment by filling out a Survey Monkey survey. Or a Pinterest arrangement of past lighting energy efficiency assements. Those would be especially nice with a highlight indicating about the amount of energy/money saved.

Marketing Video Production for Web DesignCall To Action QR Code

How do you add video to a printed page? A QR code could do it. A recent Facebook post mentioned that marketing communications today have been shortened, condensed and cater to short attention spans. Your cover needs to be a billboard, the inside spread a PowerPoint slide and the meat of the discussion a video. That would point to having testimonials on the back that you can view by QR codes. QR Codes are like a bar code that your smart phone can read. They take you to a web page, create and email or can make a phone call.

If you're in mechanical, chemical, electrical or Green Building products and services, so are we. Contact us at 877-608-1736 or sales@lohre.com for some friendly advice, ideas, and the latest trends or just to brag. Thanks for reading our blog.


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

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

Read More

German To American Metalworking Technical Writing and Editing

Thu, Jan 31, 2013 @ 04:23 PM / by Chuck Lohre posted in Marketing Communications, Cincinnati, Technical Editing, Marketing, Technical Writing, Industrial Marketing Content, Marketing Content, Content Creation

0 Comments

The world loves American's use of the English language.

German To American Metalworking Technical Writing and EditingMany times when a company wants to sell to the American market they realize their technical writing is a bit staid. American English is casual, active and first person, which is the opposite of common the British usage—the world standard for English. American English  sometimes strings too many phrases together. For that reason, we try sticking to sentences of 13 words. It definitely makes it easier for those reading English as their second or third language.

Cataloging every piece of technical writing clients have published is the first thing we do when we start to work for a mutli-national machine tool company. Every web page, magazine and sales brochure is collected. We place them into topics according to the style guide we see emerging. The first thing any company needs to covey is why you would want to do business with them—their unique selling proposition, per David Ogilvy. Other topics include unique technology, operation, service and maintenance phrases and definitions. This style guide will answer all of the questions you have and you'll get to know the different translators they have used around the world. Follow the ones they use for their most important publications like annual reports and sales literature. The least attention is paid to esoteric website writing, which is perfectly understandable in the Queen's English. It's just that you don't want to use that in the boardroom.

Plainly explaining the operation of the equipment is the best thing you can do to improve any literature for the American market. Remember - left to right - top to bottom. 1, 2, 3. Our decades of metalworking experience allow us to know when a phrase has gotten out of hand by a Google translation. In one instance, "Mail Metal" incorrectly morphed from "Mild Steel". Operations are another thing Europeans are proud to report on. The number of apprentices they have, how many stay with the company and how long they have been there.

Metalworking Writing and Editing 2For one client CEO, the descriptive terms "creative" and "futuristic" were not a good fit for a headline. But the world likes American slang. For example, using ice cream flavors as a metaphor for product offerings (vs. plain vanilla). The client's North American Vice President was versed enough to use the comparison in his letter of introduction. Each client will have its own style manual. If you have done your homework you'll know quickly where to go and find similar examples.

Apart from problems with terminology, sometimes the difficulty for the translator lies with the many "knappe" formulations in the original German. This doesn't work in English where sentences are expected to link up seamlessly and smoothly.

Fast turnaround is one of the most important things an editor can offer this market. It's always the last minute when the communications director just isn't happy with the way a marketing communication is reading and wants a second opinion. We bend over backward to work in the evenings and on the weekends to get the piece back to the client.

Metalworking Writing and Editing 3When things really get tough, we ask for the original German and run it through Google translations. It really works well. You can easily read between the lines and understand the nuances that the writer was trying to communicate. And one last thing, change it back to A4 before you send it back. No one likes to have the printer stop dead in its tracks because it doesn't have the paper the document size required.

When we are reformatting for reprinting, it's a great experience to get the original production files from Europe and reformat for 8.5" x 11". All the grids have to be adjusted, subtle layout characteristics considered and endless rearranging to get the new content to fit and flow well. Well, it was a great success. The first thing the sales engineers said was, "Nice new sales magazine from Switzerland!"

Download the first edition here.


Creative Guide

Request our free guide to Creative Marketing Communications,

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

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

Read More