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The Industrial Marketing Trade Show Dance at CONEXPO 2017

Sun, Mar 05, 2017 @ 02:10 PM / by Chuck Lohre posted in Industrial Trade Show Displays, Trade Show, Trade Show Displays, Industrial Marketing Trade Show, Trade Show Banner Stand, Trade Exhibit Modular Displays, Construction Equipment Marketing, Mining Equipment Marketing, Advertising, Trade Show Exhibits, Trade Booths, Trade Exhibits

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Everyone in the industrial market knows that the CONEXPO-CONAGG 2017 show is opening Tuesday March 7. The conference will be in Las Vegas from March 7-11 and is expecting over 125,000 attendees and 2,400 exhibitors. In terms of a conference, that is huge and provides quite the opportunity for any business. 

Radio_Conexpo_v5.jpgThe CONEXPO got its start here in Ohio in 1909, debuting as a ‘Road Show.’ The early exhibitors prided themselves on displaying ‘amazing new devices’ that could do the work of 15 horses. It continued to grow and did so at an unprecedented rate during the construction boom after World War II. In the 1970’s it opened its doors to the international community, as well as, the CON/AGG show, which also had began in the early 1900’s; by combining shows and creating CONEXPO-CON/AGG, both attendees and exhibitors alike we able to experience all the emerging products, equipment, and services in one place, maximizing time, money, and educational opportunities of the construction and industrial industries.

With so many people and exhibitions attending this show, most industrial companies recognize the importance of marketing their product or service. They know that this is an opportunity to reach other businesses, consumers, and influential individuals in the industry, which is why having a solid team, effective communication, and a game plan are so important for a trade show of this caliber.

Preparing for a Trade Show

This is the first step required for a good trade show exhibit. Everyone must be on the same page about what is required from him or her and how to, not just execute it, but to do so properly. This requires effective communication, clear guidelines, and stringent implementation.

Preparation for the show includes everything from how your booth will look to with whom you staff it; both should be of high quality.

Too many times have I been to a trade show that individuals are on their phones, talking to each other, or eating food when they should be grabbing the attention of the people passing by. This typically happens because stringent rules weren’t put into place to prevent such things from happening. Allowing such behavior to occur will only hurt the company and the reputations of those involved; possibly affecting your credibility and professionalism. Be sure to have educated employees and sales staff on hand who are dedicated to success and to achieving the purpose of the trade show: to gather leads and to make connections.

This is where effective communication comes into play. Let staffers know that they are there for a purpose and that purpose is to generate leads, not to eat McDonald’s in the back of the booth around noon. The typical trade booth staff will walk away from training with a good pitch to throw at people passing by, but an excellent staff will walk away knowing an immense amount of knowledge on the product as well as having a clear objective to what they are responsible for doing. Some booths include people who just catch the attention and move interested individuals to sales reps who know more about the product and while the assembly line is beneficial and provides an organized mechanism for all booth employees, reminding employees that everyone has the same objective helps keep everyone on track and can help prevent a lack of involvement from employees. Some companies sometimes implement contests, hoping to motivate employees and sales reps alike to drive in business.

Creating an Inviting Trade Show Booth

You want to make sure your booth looks welcoming, interesting, and clean. You don’t want something that is too ‘homey,’ people won’t take you seriously, but you also don’t want a both that results in looking so technological or industrial that a layperson can’t understand it and are too intimidated to stop by or don’t find it interesting. Having a well-balanced booth and a friendly staff of people who can clearly and concisely explain what you have to offer is the best route to go here. trade show

Providing information, good information, is crucial to the success of your booth. Pamphlets are great and are very popular at trade shows, but how many of those make it to the plane ride home? Not many, most natives to the city hosting the  trade show will tell you that most of them end up littering the streets once all visitors have left. This is where educated employees matter, reinforcing the point above. According to Skyline Exhibits 5 common Pitfalls to Trade Show Marketing blog, offering to take someone’s email address or telephone number on the spot and stating that they probably have enough to carry without you adding to their load can be a very effective means of gathering individuals’ information. Using technology, like a tablet for instance, in this situation can maximize your outreach. People may not have one of your pamphlets to throw away at the airport, but they will be able to check the email you sent or listen to the voicemail you left on the plane ride home; already making for a more personal experience and your booth, and more importantly your product, will stick out in their mind.

Effective Marketing of Your Trade Show Attendance

Standing out at a trade show is important and learning how can be difficult. According to Susan Friedmann, the Trade Show Coach there is more than one way to do this. One of the best strategies is having your company/client try and align new product announcements and trade shows together. Having a new product to premier at a  trade show is a good way to get some press prior to the show. We have had a couple of clients take this route for the CON/AGG conference and we have been shooting out press releases and public relations left and right. Most publications, whether print or electronic, are willing to take such information and publish it. They too recognize the enormity of the show and know that many people are reading publications to ‘be ahead of the game’ and to know what to expect from the trade show exhibits. Also be aware that most publications need this information well in advance, so having your own deadlines to accomplish the media announcements is necessary.

trade showUtilize social media. Make it known on Twitter, Facebook, LinkedIn, Google+, etc. that you will be there and that you have something new rolling out. This also will build an interest with your followers who aren’t going to the show itself and could even prompt them to come along too.

Schedule a press conference if possible. Many media outlets, local and international, will be covering the convention; such large conventions can get a lot of coverage time via the media and having a press conference about your new product or your attendance can really increase your popularity at the show; not to mention the publicity involved with media coverage.

Learning the trade show dance can be difficult, especially when the convention/show itself has been around for over one hundred years; that makes for an evolution of dance. But, surrounding yourself with a positive, well-motivated team who is willing to work hard, combined with effective marketing and a welcoming booth should create a successful experience.

See you there!

If you liked this post, you will also enjoy Trade Show Display Exhibit Booth Marketing Trends

______________________________________________________________________________ 

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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

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

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Trade Show Display, Exhibit Materials Sale

Mon, Aug 03, 2015 @ 01:29 PM / by Chuck Lohre posted in Industrial Trade Show Displays, Trade Show, Trade Show Displays, Industrial Marketing Trade Show, Trade Show Banner Stand, Trade Exhibit Modular Displays, Graphic Design, Trade Show Exhibits, Trade Booths, Trade Exhibits, Graphic Design Agency, illustration, Advertising Agency

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Effective today, Monday, August 3rd, Orbus Exhibit & Display Group is proud to announce price reductions on many of its popular product lines, including:
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  • Aero Banner System hardware & graphics
  • All printed Table Throws & Runners
  • Select Zoom™ 3, 4 & 5 Flag graphics
  • Select Hopup™ & Hopup Dimension complete kits
  • Select Coyote™ Popup mural & fabric kits
  • Select Formulate™ Master Tension Fabric Display hardware, graphics & accessories
  • All Orbital Express™ Truss kits, counters and modular parts
  • All Folding Panel Display Systems
  • Select Luminosity Display Lighting
  • All Literature Racks
New V2 2015 Orbus Price Guides Available
Investments into new technologies, vast improvements to our operations and a vigorous program of product development have resulted in cost savings on many of our products, graphic materials and services. Our price reductions reflect our commitment to our customers and to passing our savings onto you!
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The Industrial Marketing Trade Show Dance at CONEXPO

Wed, Jul 22, 2015 @ 11:30 AM / by Lauren Campbell posted in Industrial Trade Show Displays, Trade Show, Trade Show Displays, Industrial Marketing Trade Show, Trade Show Banner Stand, Trade Exhibit Modular Displays, Construction Equipment Marketing, Advertising, Trade Show Exhibits, Trade Booths, Trade Exhibits

2 Comments

Everyone in the industrial market knows that the CONEXPO-CONAGG 2014 show is coming up in March. The conference will be in Las Vegas from March 4-8 and is expecting over 125,000 attendees and 2,400 exhibitors. In terms of a conference, that is huge and provides quite the opportunity for any business. 

CONEXPO-CON/AGGThe CONEXPO got its start here in Ohio in 1909, debuting as a ‘Road Show.’ The early exhibitors prided themselves on displaying ‘amazing new devices’ that could do the work of 15 horses. It continued to grow and did so at an unprecedented rate during the construction boom after World War II. In the 1970’s it opened its doors to the international community, as well as, the CON/AGG show, which also had began in the early 1900’s; by combining shows and creating CONEXPO-CON/AGG, both attendees and exhibitors alike we able to experience all the emerging products, equipment, and services in one place, maximizing time, money, and educational opportunities of the construction and industrial industries.

With so many people and exhibitions attending this show, most industrial companies recognize the importance of marketing their product or service. They know that this is an opportunity to reach other businesses, consumers, and influential individuals in the industry, which is why having a solid team, effective communication, and a game plan are so important for a trade show of this caliber.

Preparing for a Trade Show

This is the first step required for a good trade show exhibit. Everyone must be on the same page about what is required from him or her and how to, not just execute it, but to do so properly. This requires effective communication, clear guidelines, and stringent implementation.

Preparation for the show includes everything from how your booth will look to with whom you staff it; both should be of high quality.

Too many times have I been to a trade show that individuals are on their phones, talking to each other, or eating food when they should be grabbing the attention of the people passing by. This typically happens because stringent rules weren’t put into place to prevent such things from happening. Allowing such behavior to occur will only hurt the company and the reputations of those involved; possibly affecting your credibility and professionalism. Be sure to have educated employees and sales staff on hand who are dedicated to success and to achieving the purpose of the trade show: to gather leads and to make connections.

This is where effective communication comes into play. Let staffers know that they are there for a purpose and that purpose is to generate leads, not to eat McDonald’s in the back of the booth around noon. The typical trade booth staff will walk away from training with a good pitch to throw at people passing by, but an excellent staff will walk away knowing an immense amount of knowledge on the product as well as having a clear objective to what they are responsible for doing. Some booths include people who just catch the attention and move interested individuals to sales reps who know more about the product and while the assembly line is beneficial and provides an organized mechanism for all booth employees, reminding employees that everyone has the same objective helps keep everyone on track and can help prevent a lack of involvement from employees. Some companies sometimes implement contests, hoping to motivate employees and sales reps alike to drive in business.

Creating an Inviting Trade Show Booth

You want to make sure your booth looks welcoming, interesting, and clean. You don’t want something that is too ‘homey,’ people won’t take you seriously, but you also don’t want a both that results in looking so technological or industrial that a layperson can’t understand it and are too intimidated to stop by or don’t find it interesting. Having a well-balanced booth and a friendly staff of people who can clearly and concisely explain what you have to offer is the best route to go here. trade show

Providing information, good information, is crucial to the success of your booth. Pamphlets are great and are very popular at trade shows, but how many of those make it to the plane ride home? Not many, most natives to the city hosting the  trade show will tell you that most of them end up littering the streets once all visitors have left. This is where educated employees matter, reinforcing the point above. According to Skyline Exhibits 5 common Pitfalls to Trade Show Marketing blog, offering to take someone’s email address or telephone number on the spot and stating that they probably have enough to carry without you adding to their load can be a very effective means of gathering individuals’ information. Using technology, like a tablet for instance, in this situation can maximize your outreach. People may not have one of your pamphlets to throw away at the airport, but they will be able to check the email you sent or listen to the voicemail you left on the plane ride home; already making for a more personal experience and your booth, and more importantly your product, will stick out in their mind.

Effective Marketing of Your Trade Show Attendance

Standing out at a trade show is important and learning how can be difficult. According to Susan Friedmann, the Trade Show Coach there is more than one way to do this. One of the best strategies is having your company/client try and align new product announcements and trade shows together. Having a new product to premier at a  trade show is a good way to get some press prior to the show. We have had a couple of clients take this route for the CONEXPO-CON/AGG conference and we have been shooting out press releases and public relations left and right. Most publications, whether print or electronic, are willing to take such information and publish it. They too recognize the enormity of the show and know that many people are reading publications to ‘be ahead of the game’ and to know what to expect from the trade show exhibits. Also be aware that most publications need this information well in advance, so having your own deadlines to accomplish the media announcements is necessary.

trade showUtilize social media. Make it known on Twitter, Facebook, LinkedIn, Google+, etc. that you will be there and that you have something new rolling out. This also will build an interest with your followers who aren’t going to the show itself and could even prompt them to come along too.

Schedule a press conference if possible. Many media outlets, local and international, will be covering the CONEXPO-CON/AGG convention; such large conventions can get a lot of coverage time via the media and having a press conference about your new product or your attendance can really increase your popularity at the show; not to mention the publicity involved with media coverage.

Learning the trade show dance can be difficult, especially when the convention/show itself has been around for over one hundred years; that makes for an evolution of dance. But, surrounding yourself with a positive, well-motivated team who is willing to work hard, combined with effective marketing and a welcoming booth should create a successful CONEXPO-CON/AGG experience.

See you there!

If you liked this post, you will also enjoy Trade Show Display Exhibit Booth Marketing Trends

______________________________________________________________________________ 

Call To Action

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

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Attract visitors to your industrial marketing trade show exhibit

Thu, Jan 02, 2014 @ 10:04 AM / by Chuck Lohre posted in Industrial Trade Show Displays, Trade Show, Trade Show Displays, Industrial Marketing Trade Show, Business to Business Marketing, Trade Show Exhibits, Business to Business Advertising, Trade Booths, Trade Exhibits

1 Comment

You hate it, you love it, you hate it, you love it! The industrial marketing trade show conundrum.

Industrial marketing trade shows offer much anguish and apprehension for many a marketing director. All the time and expense to build an exhibit can never be justified by sales made at the show. You might see it as a costly get together for employees and sales representatives with clients and customers. While you might think a better solution is to forego the show and hold court in a nearby hotel, that's an "illegal" move according to most show organziners. That hasn't stopped some exhibitors from taking a booth at the show and booking a large hotel suite where they control the hospitality. It's all part of building the best mousetrap to attract your customer. In the end, though, the show floor is the place to meet current and potential customers and make a lasting impression and in that way, the expenditures are "priceless." It's up to you to work it on all customer touchpoints!

But for companies with machinery to display, there's no way around taking space on the show floor. This article will try to help you make the best of your next trade show effort. Read on to learn some time-honored visual marketing techniques used notably by retailers. Plus we'll look at some new display products.

Industrial trade show attention getterHere's a short history of visual marketing at retail: Before L. Frank Baum wrote a series of books based on his characters in the "The Wonderful Wizard of Oz," he was a retailer and later a trade magazine ediitor for retailers. His story dates to 1888 at a Dakota Territory mining camp. He decided to get into retail with "Baum's Bazaar" and spared no expense to bring in the finest products to the new store. Thousands of folks attended his store's grand opening, but no one purchased anything. Turns out his audience didn't have the means to buy anything that expensive. Baum may have abandoned his store, but he went on to start The Art of Decorating Dry Goods Windows and Interiors (trade publication, 1900), where he dispensed advice on how to display goods for sale and published photos of what retailers around the country were doing in their show windows.

Baum knew the window was both the store's billboard and newspaper advertisement. And the trend for years was to put a representation of your goods in the windows. Anyone walking by could see exactly the type of merchandise offered for sale -- all they needed to do was walk in and ask for it. In time, though, owners began removing barriers between shoppers and their wares. That was the start of self-service retailing where customers no longer needed the assistance of a sales clerk to unlock the merchandise from behind the counter. It meant customers could touch and feel the goods they wanted to buy and that became a powerful force in pursuading customers to purchase.

And now more than 100 years later, the science of visual merchandising has been honed to a fine art. Just think of the stores you shop and how the displays attract your attention. For instance, Target uses the real estate at the end of aisles to present promotionally priced or seasonal goods. Similarly, the end caps at Lowe's or Home Depot often feature a DIY project complete with the necessary materials and tools paired with the finished piece. Most customers are passing by these displays as they travel the store. Bingo! These stores are capitalizing on their captive audience with economical, smart strategies in these high-visibility areas. Goods placed in the path of customers always post good numbers.

Did you know that an electrical distributor can increase sales 20% by just placing the most important merchandise where a customer can see it and positioning related products nearby? The photo above shows ILSCO's "Connectosaurus Rex," a monster made from hundreds of its electrical connectors. The competition lamented the fact that they would never have been able to get it through their engineering department!

Industrial trade show promotionTrade show exhibits must attract attention from the show floor, just as your neighborhood store does from the sidewalk or street. Now that might be easy if you brand is Ferarri. Just slap your logo on a blank white wall, shine a light on it, and the guys will line up, right?  The photo to the left illustrates an easy way to increase the lighting in your booth, provide overhead truss structure to mount extra lighting.

Turntables are a great way to catch the eye as well as well-informed sales representatives practiced in engaging the visitor and encouraging conversation. Educational signage can tell your story when you can't. You can see these display techniques in action at the Detroit Auto Show and Disneyland's Epcot while you stand in line for a ride. You'll see mouth-watering engine cutaways and in no time you've learned the history of NASCAR, as you wait for the next group of stock cars to take you around the track at Epcot.

So if you were to think about your display as a diorama telling a story, there's nothing like the Dayton Ohio Airforce Museum where standing next to Col. Dolittle getting ready to launch his B-24s to Japan off the deck of the Hornet, is one way to learn and remember.

Industrial Trade Show IdeasMake your equipment the star, but if you can't bring the actual star you have to make it with smoke and mirrors. Think about a well-done museum exhibit of paintings and sculpture. Your message needs to be presented front and center in a manner that compels the viewer to stare and stop right in their tracks. Not easy. For industrial marketers, we have the country's science museums to help us get ideas for presentations. Check out Milwaukee's Discovery World Center for Public Innovation. The photo to the left is a Sony Aibo mechanical dog we programmed to present Post Glover's high resistance grounding resistors at the Power-Gen Show. Every time we would fire up "Spike." a crowd would gather. His short, two-minute presentation and dance act was mesmerizing. High-resistance grounding is a unique application that requires some education. Spike was perfect for the job.

Industrial Marketing Show DesignAs for what's new in exhibit design, there are now lightweight, but large displays and new LED internally lit frames. There's also a version of transformers -- systems that can morph into many different displays by spinning or flipping around. Check out all the new displays by downloading the 2014 Exhibitor's Handbook. Another cool new idea is to control a monitor with the LEAP motion control, priced around $100. Plug it into any computer and with a wave of your hand control a 3D model of your equipment or when you get bored, fly around the world in Google Earth with your body motion! The most awaited display, a rollable monitor, is still to come!

All told, the best way to make the most of your industrial trade show effort is to invite your customers to meet with you, attend the industry association events, engage with the editors of industry publications and finally but not least go out into the show and introduce yourself to related businesses, potential customers and partners. We'll be at the upcoming CONEXPO - CON/AGG show for three days meeting some of the 1500 exhibitors and attendees. Stop by the Stedman Machine Company booth, Exhibit # 51871 Central Hall 4, LasVegas, NV March 4-8, 2014, or give us a call at 513-260-9025.


If you liked this article you may also like Trade Show Display Exhibit Booth Marketing Trends.


Creative marketing communications

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Manufacturing Industrial Brand Marketing, part 2

Fri, May 24, 2013 @ 08:59 AM / by Chuck Lohre posted in Industrial Trade Show Displays, Marketing, Trade Show, Trade Show Displays, Industrial Marketing Trade Show, B2B Marketing, Trade Show Exhibits, Cincinnati Marketing Agencies, Trade Booths, Trade Exhibits

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Brand strategy reflects the business strategy

Industrial Trade Show Marketing resized 600

Tradeshows are where content and people come together, both are hard to manage, train and measure their success. Dale Carnegie, Sandler Sales System and Business Networking International (BNI) can help your employees focus on your message. Tradeshow booth design should be treated like an internet landing page, it needs to encourage interaction with your people.

Each brand message needs a champion in the company. A person that is a leader in the industrial associations, contributor to professional publications and a mentor to new employees. Industrial marketing is unique in the high level of personal attention given each customer.

Industrial brands are about products and services. The engineers, technicians, assistants, administrators, safety personal, executives and salespersons play an important part in caring for the performance of the offering but cannot magically fix a technical problem. They can forsee problems, communicate with customers, juggle logistics and many things machines cannot. It's by understanding nature and politics that your industrial brand can successfully grow and evolve.

Industrial brand strategy starts with the company business strategy. It starts at the top. The reason the company exists and how it plans to continue to exist in the business climate. The brand strategy only communicates the company's offering to the customers, if the industrial brand has a personality; it's the personality of the stakeholders, the officers and the owner.

Industrial Marketing Brand Ad Gilman resized 600

Gilman produces some of the most accurate slides and spindles for creating machine tools. Every machinist in the plant contributes to that accuracy and everyone involved supports it.

A brand is something you will pay more for. No industrial brand is cheap.

Branding isn't asking, "What do you want to be known for?" It isn't in contrast to how you are perceived in the industry. Your equipment's quality, its durability, its resale value can't be changed by changing your message. If you have a serious problem with existing equipment in the field, you will have to fix that first before you worry about trying to distract the public. You can't do it. The machines aren't going away unless you buy them back. It won't be the first time.

Industrial Marketing Brand History resized 600

Your brand starts with your history. Everyone in your company needs to know it and know how it has evolved to serve your customer's needs. It's a wonderful story, a human-interest story; it's your story. The illustration above shows the 10-year history of the Missouri Gateway Chapter of the U.S. Green Building Council Chapter.

Industrial Brand Marketing Cook resized 600

If you have a problem with your visual brand marketing communications, the first thing is to inventory your resources, determine the variations you will put up with and recycle the rest. Focus on correcting the most public marks first. Be careful to remember all those nameplates you have out there. The public expects and will embrace the evolution of a brand. Typically the time to do it is the same time major technological advances are transforming the industry. A secondary reason is change of ownership, like this Cook Screen ad. It was a nice touch that they offered a "new" guarantee for on-time shipment. A true brand promise being corrected.

799px Katana Masamune resized 600

Katana signed by Masamune with an inscription (城和泉守所持) in gold inlay, Kamakura period, 14th century, blade length: 70.6 cm, thanks to Wikipedia.

The worst case of branding hell comes from the purchase of many smaller companies, creating a much larger company that requires an appropriate global brand to compete. It will take ten years for you to slowly lessen the miscellaneous marks, nameplates, customer's memories and old phone numbers. In some cases you can't and shouldn't give up the legacy brand. Especially in the case of a famous, overwhelming market penetration. U.S. brands are now reaching their 200th Anniversary, at least we don't have the problem of thousand year brands like Japanese samurai swords but then again they correspond to a time when craftsman started signing their work. The beginning of industrial branding.


if you liked this blog post, you may also like "Manufacturing Industrial Brand Marketing, part 1."


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Apply Business Process Analysis to Marketing Communications

Tue, Apr 02, 2013 @ 11:16 AM / by Chuck Lohre posted in Marketing Communications, Email Marketing and Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Trade Show, Internet Marketing, Website Design, Trade Show Exhibits, Web Design Company, Cincinnati Web Design Agency, Web Design

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Either work on being more productive with your marketing communications or cut costs of overhead.

When you think of website marketing communications as a business process, you can start to see what needs to be done. Either improve your efficiency or cut your costs, that's what a manufacturing company does to improve performance. In this case we are evaluating ways to improve customer communications for the fire sprinkler system industry.

Here are the steps we'll walk through:

  1. Review web site design of two competitors who rank highest on Google
  2. Write suggestions based on our Top Ten Tips for natural Search Engine Optimization (SEO)
  3. Alexa, Similar Web and Hubspot competitive tracking
  4. Segment customers into buyer personas for email
  5. Internet banner advertising/retargeting, Adwords
  6. Efficiency - Return on investment
  7. Cost cutting strategies

1. Review web site design of two competitors who rank highest on Google

Search Engine Marketing Communications

This is the search result when we were not logged in as having been on their site and located in Cincinnati.

Search Engine Marketing Communications

This is the search results we saw when we were logged in; Simplex Grinnell comes up #1. Simplex Grinnell is a national firm so local results aren't relevant. The Cincinnati office's address is hard to find on the site so they're not showing up because they are optimized for Cincinnati. We had been to the site and Google remembers everything, because we let it.

2. Write suggestions based on our Top Ten Tips for natural Search engine optimization (SEO)

Web Design and Web Site Marketing Communications Ranking 3

One suggestion for this page, Use dashes to separate the keywords in the URL and that's about it. The keyword phrase "fire sprinkler system" is used in the page title, headline, body and alternative text for a photo. These are some of the reasons it is ranked so high. This isn't the home page but Google publishes the home page before the specific page sometimes.

Web Design and Web Site Marketing Communications Ranking 4

Eckert Fire Protection Systems comes up second in Google. Not really sure why this site is ranking so high. "Fire Sprinkler Systems" isn't in the URL, title, headline, body and no alternative text for the photo. It may be a case that the site is older than the number one. There are no links to the site. The only thing is a local connection.

Web Design and Web Site Marketing Communications Ranking 5

Cintas comes up number three. "Fire Sprinkler Systems" isn't in the URL, title, or headline. It is in the body and "fire sprinkler" is an alternate caption to the photo. This is a classic "Call To Action" page, it is designed to have you fill out the form or call and consult. There are no links to the page but there are 228 links to cintas.com.

Web Design and Web Site Marketing Communications Ranking 6

On the same day we searched "fire sprinkler systems" and came up with a different Cintas page. This page has the keyword phrase in the URL and title but starts to drop some of the words in the headline and alternative photo caption text. A common mistake to watch out for.

3.  HubspotAlexa, and Similar Web competitive tracking

Web Design and Web Site Marketing Communications Ranking 7

Hubspot has the best competitive analysis tool because it compares a holistic measure of a site's online presence as measured by HubSpot's Marketing Grader on a scale of 0-100. Still it's a mystery how Eckert Fire Protection ranks so high when it has the lowest Marketing Grade. It must be the local office. According to the Internet Wayback Machine it hasn't existed before 2008 where as Cintas and Simplex Grinnell have been indexed back to 2001.

Web Analytics and Web Site Marketing Communications Ranking 9

 

Similar Web shows Cintas consistent with Alexa. Simplex Grinnell and Eckert didn't show up on Alexa but on Similar Web Simplex Grinnell is strong and Eckert is zero. The high number of Simplex Grinnell and Cintas visitors that entered the exact site address (Direct) indicates a lot of customers or reps are accessing this site to check orders or accounts.

4. Segment customers into buyer personas for email

With the basics under control, it's time to get down to business analyzing what can be done to improve communications for the Midwest territory. The industry can be broken up into these categories:

MARKETS: Commercial, Education, Government, Healthcare, and Industrial Solutions

PRODUCTS and SERVICES   

  • Fire Detection and Alarm, Fire Sprinkler, Residential Sprinkler Systems, Special Hazards Sprinkler Systems, Standard Sprinkler Systems, Testing, Inspection & Preventive Maintenance
  • Integrated Security
  • Emergency Communications, Sound and Communications, Healthcare Communications, and Time

Any list needs to be broken up into these buyer personas. An annual calendar needs to be created to time communications with annual events such as trade shows, sales meetings, promotions and incentives.

Considering that this type of market may only contain several thousand contacts, it would be best to selectively communicate in a personal email system with a dozen or two related contacts at a time.

Five Story Emails and Web Design

Here's some great tips for emails, personalize, personalize, personalize!

5. Internet banner advertising/retargeting, Adwords

ReTargeting Banner ads and Web Design

The sites we are evaluating are for Fire Sprinkler Systems. As I browsed "Grist" I noticed a banner ad for one of them popped up. This isn't a coincidence. Tyco's site put an id number on my computer (I allow it) and then "Grist" noticed it and displayed the ad.

5. Efficiency - Return on investment

  1. Figure out exactly what numbers you need to know for your business’ marketing, and do deeper dives into specific metrics as needed. It’s a better use of your time, and frankly provides more actionable advice than running hours of reports at the end of each month that you never use.
  2. If you’re resource-strapped, there’s a blogging volume sweet spot you can rest comfortably in. 92% of businesses that blog multiple times a day have acquired a customer from it. But 78% of those that blog on a daily basis have also acquired a customer from it. That differential isn’t too big. And if we bring down the volume just a tad to 2-3 times per week, still, 70% of businesses acquire a customer from their blog.
  3. Onpage SEO, while something you should certainly spend a couple minutes checking out before you publish new web content, isn’t something marketers should be obsessing over anymore. Google’s algorithm is much more sophisticated than it was even a few years ago, so keyword optimization isn’t going to cut it anymore.

6. Cost cutting strategies

  1. If you’re dumping money into completely untargeted PPC, it’s kind of like emailing your entire contacts database without doing any segmentation. Turn off your paid media spend that isn’t leveraging targeting functionality.
  2. It’s not that you positively do not need a website redesign in 2013 -- you very well may -- but before you overhaul what you’ve got, ask yourself if you can work in smaller chunks. Consider a series of A/B tests in which you incrementally improve upon parts of your website, and apply your learning on a wider scale once they’re statistically significant. And if you do learn that a bigger redesign is needed, assess whether you have the in-house resources required to pull it off without derailing all your other initiatives. If you don’t, for your sake and your marketing’s, outsource it to a vetted professional.
  3. If the social networks you’re using aren’t working -- 2013 is the year to stop using them. For example, if you gave LinkedIn the old college try, and it simply is not driving any meaningful business results for you, cut the
    chord. Just make sure you’re making your decision based on analytics, not gut feelings.

If you liked this blog post you might also like "How to Create a Marketing Communication Email."


Guide to Web Site Redesign by Cincinnati Website Design Company, Lohre & Associates
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How To Realign Your Marketing Communications with Sales

Wed, Jan 30, 2013 @ 09:15 AM / by Chuck Lohre posted in Marketing Communications, Marketing, Blogging and Blog Content Creation, Trade Show, Sales and Marketing Presentations, Conference Programs, CRM - Customer Relationship Management, Trade Show Banner Stand, Trade Exhibit Modular Displays, Website Design, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising

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It's time to re-evaluate available media. Does this sound famillar?

  • Magazine ads seem like a questionable investment when the last issue was 24 pages.
  • Everyone's looking for information on the internet but how do you choose what works?
  • Trade shows seem like a good idea but you met more exhibitors than customers the last time.
  • Email is inexpensive but does everyone delete and filter as much as you do?
  • Last week you got more robot calls than real calls?

"One study, by Marketing Management Analytics (MMA), finds that just 7 percent of finance executives are satisfied with their companies' ability to measure marketing ROI."

Eloqua's report shows the following:

  • 80 percent of CEOS say they don't really trust the work done by marketers;
  • 80 percent say marketers are too disconnected from financial realities;
  • 78 percent believe marketers lose sight of generating quantifiable customer demand;
  • 74 percent want marketers to become 100 percent ROI-focused.

Cutting costs and improving product and service to customers rules B2B manufacturing services today. Sales managers are asking what it's going to take to get the work, identifying specific companies and contacting them personally. Do the same with your marketing and you'll be making the right decisions.

Make 2013 the year you align your marketing communication with sales.

To do this you will need to integrate your media with your contact management system to prove ROI.


 

Digital Literature can give you insight into its performance and ROI.

Al Gore Our Choice resized 600

I don't know about you, but I like to read the paper on my computer now. Easier to navigate, more color photos, video and related links make the experience so much better. Try to do that with your company brochure. Al Gore's new ebook "Our Choice" is a great example of beautiful, dense information that's fun to view and interact. Graphic design tools are available to layer data and make one chart show several different sets of related information. Video is included as well as amazing high definition images and global positioning. You don't have to do any more than what works for your communication problem. These new marketing tools do communicate and they are measurable.


Better Internet Marketing Communications will give better ROI than excessive banner ads and ad words.

Google Marketing Communications

It's the search engines' job to find what you are looking for. They are getting very good at it with the integration of local position information, your search history and your network friends. Here are some questions to ask yourself if internet marketing investment is right for you:

  1. Are your buyers/prospects using search to identify potential suppliers/providers? Is your knowledge or experience a key component of your product or service delivery?
  2. Are you spending a ton of money on banner ads and pay per click? Maybe you would be better to focus on education and not advertising.
  3. Are you an early adopter or sell innovation?

Trade Show Marketing Communications

Industry Professional Associations and their Trade Shows are always a home run.

Circling the wagons and combining forces with others in your industry is one way to get back in the groove. Non-profit industrial trade groups that offer everything from education to lobbying are still strong. You'll have to get involved to benefit but that's social media that does work.

Usually the season centers around the industry association show, submit a technical paper, invite your customers, add them to your contact management system at the show and remember it may take up to eleven touchpoints after the show to make a sale.

 


A Customer Relationship Management (CRM) system is the key to good email marketing communications.

Trade your content for their email on your site. If you don't have valuable content, blog until you can combine several into a worthy document. Only send email to those that have requested it.


The telephone still works, leave a voice mail.

This is the best introduction to a new account. With the free Salesforce database you can get the phone number for anyone. Call and leave a polite message that specifically addresses a prospect's needs. Don't call if you aren't looking at their website. Follow up with a personal snail mail.


The perfect content management and customer relationship software

2013 will be the transitional year for marketing communications because the software needed to realign marketing with sales has finally come down in price. Give us a call, we'd be happy to share our successes.


 A Creative Guide to get your message noticed.

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

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