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Monday, October 4, 2010
Friday, September 10, 2010
Tips For Twitter and Facebook
by Jim May, Senior PR Associate
First of all, apologies to those of you that read these and have been wondering where my last entry on social media has been. As those serving our target industry can attest to, IMTS wreaks havoc on schedules in the pre-show months. That said, with the show starting Monday, there’s a slight (very slight) lull before the storm. Let’s see if we can wrap this up.
Twitter
- First and foremost, know your audience. When you start building a group of followers, look at their profiles and see what other feeds they’ve subscribed to. Are they looking for a news stream? If so, what kind of news? Are they internal or external to your organization? Do they care about your company or your products? Are they just subscribing to everything they’ve ever heard of in the hopes of reciprocity building their own following? These questions are generic and just a start, but knowing what your followers want to hear will be vital to your success.
- Establish separate feeds for separate needs. Companies segment the market and offer different products to different targets. There’s no reason Twitter should be any different. Once you have a grasp on what people are looking for, set up separate channels so that people can get the info they care about without having you dominate their incoming Tweets. One group might only want info on upcoming seminars. Another might want your take on trends in your industry. Another might be looking for technical info on products. Maintaining separate feeds for people with diverse needs will pay off, even if there’s some overlap among groups.
- Remember to listen as much as you push. It’s entirely too easy to focus on what’s going out and ignore the true potential of Twitter. If your customers are there and they’re talking about your products, there’s no excuse for letting their comments float into the void unnoticed. In increasing numbers, large retailers are providing a great example of how Twitter can be used to identify customers with a negative experience and rectify their issues. Done properly, that’s a free tool for building customer loyalty that it would be foolish to ignore.
- Keep things interesting. This somewhat overlaps with the first two points, but seriously, keep your feed interesting. It’s better to post infrequent items that truly engage people than to spew out a stream of monotony with only the occasional island of interest appearing.
Facebook
- Go young. As mentioned in a previous post, while Facebook has users of all ages, they still skew young. On top of that, younger users are much more likely to accept your presence on the site as natural, rather than feeling like your company’s intruding on their personal life. When you generate content and pursue fans, keep the twenty- and thirty-somethings at the forefront of your mind.
- Ask yourself if people care. A lot of companies think that their customers will automatically find anything they post to be of interest. That couldn’t be more wrong. A lot of users don’t like it when anyone shows up “too regularly” on the front page of their news feed. Start posting 3 or 4 items a day about topics people don’t care about and they’ll start abandoning your profile en masse.
- Pay attention to what people like. This goes somewhat with the previous point. When you post comments, watch what topics generate comments or ‘likes’. If every post about one of your products looks like it’s playing to an empty house, re-focus your efforts onto topics that actually engage people.
Alright, that wraps up this series. Obviously, all of these entries have been designed to provide some food for thought and are little more than a starting point. There is worlds of data on social media vehicles out there, so if the topic interests you, please don’t just rely on something you read here. Do a little in depth research and maximize your chance at success. And feel free to contact me at may@dgsmarketing if you have any questions, comments or insults. Thanks for reading.
First of all, apologies to those of you that read these and have been wondering where my last entry on social media has been. As those serving our target industry can attest to, IMTS wreaks havoc on schedules in the pre-show months. That said, with the show starting Monday, there’s a slight (very slight) lull before the storm. Let’s see if we can wrap this up.
- First and foremost, know your audience. When you start building a group of followers, look at their profiles and see what other feeds they’ve subscribed to. Are they looking for a news stream? If so, what kind of news? Are they internal or external to your organization? Do they care about your company or your products? Are they just subscribing to everything they’ve ever heard of in the hopes of reciprocity building their own following? These questions are generic and just a start, but knowing what your followers want to hear will be vital to your success.
- Establish separate feeds for separate needs. Companies segment the market and offer different products to different targets. There’s no reason Twitter should be any different. Once you have a grasp on what people are looking for, set up separate channels so that people can get the info they care about without having you dominate their incoming Tweets. One group might only want info on upcoming seminars. Another might want your take on trends in your industry. Another might be looking for technical info on products. Maintaining separate feeds for people with diverse needs will pay off, even if there’s some overlap among groups.
- Remember to listen as much as you push. It’s entirely too easy to focus on what’s going out and ignore the true potential of Twitter. If your customers are there and they’re talking about your products, there’s no excuse for letting their comments float into the void unnoticed. In increasing numbers, large retailers are providing a great example of how Twitter can be used to identify customers with a negative experience and rectify their issues. Done properly, that’s a free tool for building customer loyalty that it would be foolish to ignore.
- Keep things interesting. This somewhat overlaps with the first two points, but seriously, keep your feed interesting. It’s better to post infrequent items that truly engage people than to spew out a stream of monotony with only the occasional island of interest appearing.
- Go young. As mentioned in a previous post, while Facebook has users of all ages, they still skew young. On top of that, younger users are much more likely to accept your presence on the site as natural, rather than feeling like your company’s intruding on their personal life. When you generate content and pursue fans, keep the twenty- and thirty-somethings at the forefront of your mind.
- Ask yourself if people care. A lot of companies think that their customers will automatically find anything they post to be of interest. That couldn’t be more wrong. A lot of users don’t like it when anyone shows up “too regularly” on the front page of their news feed. Start posting 3 or 4 items a day about topics people don’t care about and they’ll start abandoning your profile en masse.
- Pay attention to what people like. This goes somewhat with the previous point. When you post comments, watch what topics generate comments or ‘likes’. If every post about one of your products looks like it’s playing to an empty house, re-focus your efforts onto topics that actually engage people.
Alright, that wraps up this series. Obviously, all of these entries have been designed to provide some food for thought and are little more than a starting point. There is worlds of data on social media vehicles out there, so if the topic interests you, please don’t just rely on something you read here. Do a little in depth research and maximize your chance at success. And feel free to contact me at may@dgsmarketing if you have any questions, comments or insults. Thanks for reading.
Tuesday, September 7, 2010
Seasoned Marketer in a New Industry
by Amanda Borshoff, Account Coordinator
As my first month with dgs Marketing Engineers comes and goes, I’m taking this time to reflect on everything I have experienced and what it means to be a part of the dgs team, where technical marketing and public relations is our forte.
I came from a world of nonprofit and health care, so the transition into industrial marketing was a big one. However, it has been a fantastic fit for me.
With the International Manufacturing Technology Show (IMTS) on our heels, I’ve been able to dive right in. I’ve already learned a great deal about manufacturing and business-to-business marketing, client services and what it means to be a part of a premiere full-service marketing agency.
Already, I’ve played a part in developing print and advertising pieces, managing event logistics and assisting in the creation and execution of influential news articles and press releases.
In just a few days, I will be front and center as many of our clients introduce cutting edge technology and machining at the 2010 IMTS. Hope to see you all there.
As my first month with dgs Marketing Engineers comes and goes, I’m taking this time to reflect on everything I have experienced and what it means to be a part of the dgs team, where technical marketing and public relations is our forte.
I came from a world of nonprofit and health care, so the transition into industrial marketing was a big one. However, it has been a fantastic fit for me.
With the International Manufacturing Technology Show (IMTS) on our heels, I’ve been able to dive right in. I’ve already learned a great deal about manufacturing and business-to-business marketing, client services and what it means to be a part of a premiere full-service marketing agency.
Already, I’ve played a part in developing print and advertising pieces, managing event logistics and assisting in the creation and execution of influential news articles and press releases.
In just a few days, I will be front and center as many of our clients introduce cutting edge technology and machining at the 2010 IMTS. Hope to see you all there.
Tuesday, August 17, 2010
Business relationships start with being nice
by Chuck Bates, Director of Public Relations
Be nice to everyone. It’s as simple as that when it comes to establishing business relationships. By nice, I mean cordial, truthful, and fair with people.
Well-established relationships not only make for smoother more successful business transactions, they can also help in other aspects of your business career. If people feel they have a good relationship with you, they will go out of their way to treat you with the same respect that you have shown them.
Being nice to everyone, in my opinion, is important, especially in business, because you never know whom you’ll be working for tomorrow. That guy that just took the last cup of coffee and didn’t start a fresh pot could be your boss tomorrow. And do you want that business relationship to start with his thoughts of you being the person that chewed him out for not making coffee. I’m not saying to roll over and let people take advantage of you, just that there is always a tactful way to handle situations without leaving people with negative impressions of you.
People naturally want to associate themselves with people they get along with and who feel the same way toward them. In their mind, they have a good relationship with that person. They trust this person, and trust is a powerful tool in business interactions, especially when it comes to selling.
I was once told that there is no such thing as a “relationship buy” and that products and services should sell themselves based on strong brand awareness. I agree that products and services definitely should have the brand recognition and reputation of being better than anything else out there. But when it comes to that face-to-face between salesman and potential customer or service provider and client, a relationship/trust needs to be partnered with that amazing product or service being offered.
The one caveat to relationships is that they can take time to establish, and the business world doesn’t often allow the luxury of time. However, the benefits far outweigh the costs. Think of relationships as long-term investments that keep paying business-interaction dividends. Think of being nice as a sound business investment.
Be nice to everyone. It’s as simple as that when it comes to establishing business relationships. By nice, I mean cordial, truthful, and fair with people.
Well-established relationships not only make for smoother more successful business transactions, they can also help in other aspects of your business career. If people feel they have a good relationship with you, they will go out of their way to treat you with the same respect that you have shown them.
Being nice to everyone, in my opinion, is important, especially in business, because you never know whom you’ll be working for tomorrow. That guy that just took the last cup of coffee and didn’t start a fresh pot could be your boss tomorrow. And do you want that business relationship to start with his thoughts of you being the person that chewed him out for not making coffee. I’m not saying to roll over and let people take advantage of you, just that there is always a tactful way to handle situations without leaving people with negative impressions of you.
People naturally want to associate themselves with people they get along with and who feel the same way toward them. In their mind, they have a good relationship with that person. They trust this person, and trust is a powerful tool in business interactions, especially when it comes to selling.
I was once told that there is no such thing as a “relationship buy” and that products and services should sell themselves based on strong brand awareness. I agree that products and services definitely should have the brand recognition and reputation of being better than anything else out there. But when it comes to that face-to-face between salesman and potential customer or service provider and client, a relationship/trust needs to be partnered with that amazing product or service being offered.
The one caveat to relationships is that they can take time to establish, and the business world doesn’t often allow the luxury of time. However, the benefits far outweigh the costs. Think of relationships as long-term investments that keep paying business-interaction dividends. Think of being nice as a sound business investment.
Friday, July 30, 2010
Simplifying Technical Marketing
by Marc Diebold, President & CEO
I think it’s safe to say we’ve all known someone who is a really nice person but has the annoying habit of talking too much. We might end up feeling guilty about this, but what happens at times is that we sort of tune them out, and, in the process, maybe miss something really important they said.
It’s the same way with industrial marketing communications. Some companies simply talk too much and lose their audience’s attention.
This can take many forms…an ad with too much copy, a cluttered brochure with small pictures and type so small you have to strain to read it, or, my personal favorite, PowerPoint slides loaded with content.
When it comes to selling technical products, it’s often one or two compelling things that, if communicated effectively, can make the difference between a successful marketing project or campaign and one that fails to produce results.
So, next time you take on a communications project, try simplifying it by focusing on saying the things that really make a difference about your product or service. You just might get more people to listen.
I think it’s safe to say we’ve all known someone who is a really nice person but has the annoying habit of talking too much. We might end up feeling guilty about this, but what happens at times is that we sort of tune them out, and, in the process, maybe miss something really important they said.
It’s the same way with industrial marketing communications. Some companies simply talk too much and lose their audience’s attention.
This can take many forms…an ad with too much copy, a cluttered brochure with small pictures and type so small you have to strain to read it, or, my personal favorite, PowerPoint slides loaded with content.
When it comes to selling technical products, it’s often one or two compelling things that, if communicated effectively, can make the difference between a successful marketing project or campaign and one that fails to produce results.
So, next time you take on a communications project, try simplifying it by focusing on saying the things that really make a difference about your product or service. You just might get more people to listen.
Thursday, July 22, 2010
IMTS Right Around The Corner
IMTS is right around the corner, and several dgs clients are gearing up for a great show. If you're planning to attend, don't miss the chance to experience these great companies up close and personal. Visit these booths:
Exsys Tool - W-1474
GF AgieCharmilles - S-8754 and E-4440
Mazak Corporation - S-8300
MSC Industrial Direct - W-1464
OMAX Corporation - N-6228
REGO-FIX - W-2364
Sandvik Coromant - W-1500
As with every IMTS, dgs will be on hand to ensure that our clients have a successful show. We will be providing public relations services throughout the duration of the event, and we're working hard now on graphics, booth designs, web promotions and a slew of collateral material.
If we can help you, give us a call.
Cheers!
Exsys Tool - W-1474
GF AgieCharmilles - S-8754 and E-4440
Mazak Corporation - S-8300
MSC Industrial Direct - W-1464
OMAX Corporation - N-6228
REGO-FIX - W-2364
Sandvik Coromant - W-1500
As with every IMTS, dgs will be on hand to ensure that our clients have a successful show. We will be providing public relations services throughout the duration of the event, and we're working hard now on graphics, booth designs, web promotions and a slew of collateral material.
If we can help you, give us a call.
Cheers!
Friday, July 16, 2010
Thursday, June 24, 2010
Introductions Are In Order
By Chuck Bates, Director of Public Relations
I’d like to introduce myself. I’m the newest member of the team at dgs Marketing Engineers. I come from the “other side of the fence,” so to speak – a business-to-business trade publication that covered the manufacturing/metalworking market sectors.
As an editor at the publication, I worked with industrial marketing agencies on a daily basis. They were excellent sources for editorial content, kept me abreast of new industrial products and developments happening at their client companies, and pretty much catered to my every need. I considered these agencies a valuable tool.
And while most editors are happy to keep to their side of the editor–agency fence, I jumped at the opportunity to expand my professional portfolio to include business-to-business public relations and technical product marketing.
What I will bring to dgs Marketing Engineers, besides my extensive experience with the workings of the industrial market sector, is a devoted effort to serve its clients with the same integrity I served my readers while working at the trade publication.
It may take a little time to adjust to this side of the fence because I now have a few more entities than just magazine readers to constantly keep on my radar. But I’m up to the challenge. It’s all just part of business-to-business public relations and technical product marketing world.
Are you reading this post on line at the Apple Store?
Apple's new iPhone 4 is available today. Are you on board?
http://www.cnn.com/2010/TECH/mobile/06/24/iphone.4/index.html?hpt=C1
http://www.cnn.com/2010/TECH/mobile/06/24/iphone.4/index.html?hpt=C1
Monday, June 14, 2010
IMTS 2010 - Are you ready?
91 days.
That's all we have until IMTS 2010 is officially upon us.
And lots to do before then.
If you're exhibiting at IMTS 2010 and you're not yet thinking about marketing your booth and presence at the show, you should be.
If your name appears on any metalcutting-related list anywhere, you've likely already received a barrage of marketing opportunities offered by IMTS show management, many of which are quite effective.
That said, now is the time to really get creative. To plan. To make the most of the IMTS captive audience. And, most importantly, to get closer to your customers and prospects.
If you ask management of most companies planning to attend the show, I'd bet they'd say a lot is riding on this one. So, let's make the most of it.
Things to think about this week:
-Public Relations - Pre-show deadlines have arrived. Make sure you have delivered your new products and technology messages to the press. Don't be left out of these important show-planning issues.
-Direct Mail - Now is the time to start crafting your booth invitation messages and thinking about how to deliver them to your customers and prospects.
-Web - What will your online presence look like? You must have an online presence for the show, and the sooner the better.
-Booth Signage - Don't put this off until August. No good can come of it. Start thinking graphics now.
And hey, if you're feeling overwhelmed, give us a call. We can help.
More to come next week...
That's all we have until IMTS 2010 is officially upon us.
And lots to do before then.
If you're exhibiting at IMTS 2010 and you're not yet thinking about marketing your booth and presence at the show, you should be.
If your name appears on any metalcutting-related list anywhere, you've likely already received a barrage of marketing opportunities offered by IMTS show management, many of which are quite effective.
That said, now is the time to really get creative. To plan. To make the most of the IMTS captive audience. And, most importantly, to get closer to your customers and prospects.
If you ask management of most companies planning to attend the show, I'd bet they'd say a lot is riding on this one. So, let's make the most of it.
Things to think about this week:
-Public Relations - Pre-show deadlines have arrived. Make sure you have delivered your new products and technology messages to the press. Don't be left out of these important show-planning issues.
-Direct Mail - Now is the time to start crafting your booth invitation messages and thinking about how to deliver them to your customers and prospects.
-Web - What will your online presence look like? You must have an online presence for the show, and the sooner the better.
-Booth Signage - Don't put this off until August. No good can come of it. Start thinking graphics now.
And hey, if you're feeling overwhelmed, give us a call. We can help.
More to come next week...
Thursday, June 3, 2010
Thinking Outside The Box In Technical Marketing Can Be A Bad Thing
by Marc Diebold, President & CEO
Is thinking outside the box a good thing, or a result of poor strategic planning?
I’m not trying to discourage creative thinking here, but my point is that if your people are constantly having to ‘think outside the box’ to come up with a good idea, you might need to take a closer look at your planning process.
How many times have you had someone come to you with an idea that they were excited about (and prepared to reverse engineer the marketing program to accommodate) that in an isolated way may have sounded good, but when held up against the company’s brand image or marketing direction wasn’t a fit at all? The person in question believes they are doing something extremely creative by thinking outside the box, when in fact they may be undermining the very foundation of your marketing communications program.
In the world of industrial marketing (my world), if marketing strategy precedes creative strategy, which I believe it should, then it stands to reason that marketing strategy should clearly define the parameters of possibility to guide the creative thought process. This position may sound a bit simplistic, but if put into practice as we strive to do here at dgs, can yield some of the most compelling creative work you can imagine.
Is thinking outside the box a good thing, or a result of poor strategic planning?
I’m not trying to discourage creative thinking here, but my point is that if your people are constantly having to ‘think outside the box’ to come up with a good idea, you might need to take a closer look at your planning process.
How many times have you had someone come to you with an idea that they were excited about (and prepared to reverse engineer the marketing program to accommodate) that in an isolated way may have sounded good, but when held up against the company’s brand image or marketing direction wasn’t a fit at all? The person in question believes they are doing something extremely creative by thinking outside the box, when in fact they may be undermining the very foundation of your marketing communications program.
In the world of industrial marketing (my world), if marketing strategy precedes creative strategy, which I believe it should, then it stands to reason that marketing strategy should clearly define the parameters of possibility to guide the creative thought process. This position may sound a bit simplistic, but if put into practice as we strive to do here at dgs, can yield some of the most compelling creative work you can imagine.
Friday, May 28, 2010
Google Technology Solutions (for you, me and my unborn son)
by Justin Brown, Senior Art Director
Google is indisputedly one of the world’s largest provider of free technological resources and applications, cloud computing solution. With technologies ranging from search, advertising, applications (apps), and now mobile, Google is on track to accomplish their mission to organize the world’s information and make it universally accessible and useful.
The massive growth in Google technology is more than one blog post can handle. With this in mind, I will only cover thoughts/insight on Google’s web technology, advertising and some of the services Google provides through cloud computing.
Google Web Technology
Working from a cloud-computing concept whereby users have the ability to share resources, software and other information across multiple platforms all from the Internet, allows Google to provide innovative technologies that no other company has to offer to millions of users at any given time.
Google’s web search technology is predominately the company’s most popular service, setting rank as one of the Internet’s most visited sites and seen as the most dominant search engine. Utilizing over a million server technologies worldwide, Google’s ability to process billions of search queries daily allows users instant gratification whether they’re searching stock quotes, sport scores, current headlines, images, videos, maps, recipes, the latest Apple technology and much more, all combined in one query.
The ability to provide the end user with the more relevant results for faster searches, Google’s engineering team is continuously improving the way people find what they’re looking for. Using technologies such as their Google Chrome browser platform, personalized search services and Google Toolbar plug-in, Google is able to provide the user with tailored results for all their favorite websites in a split second.
Google Advertising
On the backend, Google provides a way for advertisers, interactive developers and programmers to gather information using Google Analytics. This easy to use code tracks end users trail through a web site, from where they came from, what they viewed, down to the kind of browser, device and screen resolution. This technology allows for better-optimized content to viewers so advertisers can measure and ultimately give back what is searched for.
In addition to Google Analytics, other web-based programs are provided such as AdWords and AdSense to help advertisers promote products and services globally based on the relevant content from search results. Each service gives businesses the tools to analyze their campaigns and adjust them accordingly to be more efficient and effective. You can find these services at work during a search or viewing video on YouTube as examples.
Google Web App Technology
As an extension of cloud computing, Google engineers have, and are continuously developing web apps as a way for users to share information, get things done efficiently, and lower the expenses of locally run software programs. Because the information is stored online, technologies from email, calendars, word processing, maps, shopping, photo editing, social media (Blogger, Buzz), video (YouTube - visit dgs’ channel at www.youtube.com/dgsmarketing), to even browser chat provides people with a virtual collaboration center so that all information is accessible from any device connected to the internet. The global accessibility this provides business users opens the door for more people to be technically minded on the same material at the same time.
Googley-eyed
With the seemingly endless possibilities of the Internet itself, Google’s latest reach into the mobile market with their Android platform, the cloud computing concept has reached a completely new technological advancement, linking everyone old, young and unborn together. What technologies will you Google today?
Thursday, May 20, 2010
Managing Your Time
by Sarah Showalter, Account Manager
Part of being a successful account manager is time management. There never seems to be enough time in the day to get everything done, but with effective time management skills you can accomplish what needs to get done and prioritize the remaining tasks.
Developing effective habits will allow you to stay in control and feel less of the outside pressures of stress and havoc by following these simple guidelines:
1. Develop a list
In order to understand what projects or tasks you need to get done, it is easier to write them down. This allows you to visually see what is on your plate and allows those little tasks not to fall through the cracks. Everyone has his or her own preferences, but I recommend typing out a list organized by client and including as much detail as possible (status, due date, etc.).
2. Prioritize tasks
Now that the list is developed it makes it even more effective by deciding which project requires your attention first. I ask myself this when deciding the order or prioritization:
1.Does it have an absolute due date? Is it due “next week” or May 25th at 1:30pm?
2.Does it require an approval process?
3.Do you have all the details and materials you need to complete the task/project?
If the project does not have a firm deadline, it can go after a project that does. Firm deadlines are the golden rule when prioritizing- they always come first.
If the project has an approval process, it will have multiple deadlines. The deadline to get a proof and the deadline that it needs to be finalized. It is important to stay aware of both and to consider what type of process it has to go through.
If the project requires gathering of materials (images, copy, etc) it is important to work ahead and collect them as soon as possible. It is a waste of time to wait until you “need” them to ask. Multi-tasking is key in this area of the project life span. Focus your energy on tasks you can get done while you wait for approval.
3. Stay organized
Staying organized means actually utilizing steps #1 and #2. Update your list as you complete it- cross it off, write notes on it, draw pictures on it- whatever you need to do to stay up to date on your list. Have your list easily accessible, my list sits by me all week long where I can glance over at it and it serves as a constant reminder as to what I need to complete. I also get a sense of accomplishment when I can cross something off- it’s all about the little things☺
If your project requires outside materials (images, copy, etc) make sure you know where they are. Are they in a folder? On your computer? Do the right people have what they need to work on the project? This allows the project to flow smoothly and more efficiently.
4. Avoid distractions
As I previously mentioned a deadline is the golden rule. If something is due at noon, you better sit down and get it done by 11:45. Distractions are everywhere- telephone calls, emails, the great view from your window, but rather than being easily side tracked, be motivated by the sense of accomplishment you will feel when the project or task is off your desk. After it is completed, then can you take a mental break, and then move on to the next one.
5. Open communication
Although we try to avoid setbacks and “emergencies” they always tend to happen now and again. Examples of these “emergencies” include approval process delays, waiting on images/copy, and deadline changes, etc. During these set backs it is important to stay calm, proactive, and make sure you notify all parties involved of the change in plans. For example, if an ad is going to be late, tell the publication (usually they can grant you a few days leeway) tell your client and your staff the new deadline, so they are all aware of when it has to be complete and do this while you are waiting on the revisions. Try to avoid last minute surprises and everyone involved will have a successful outcome.
Monday, May 17, 2010
Some Tips For Reaching Customers Through Social Media
by Jim May, PR Manager
So you’ve identified which social media could provide your company with some significant value, but now you have to actually execute. Here are tips for some of the vehicles that have been discussed in previous entries.
Message Boards/Forums
- Go where it makes sense. If your company makes power tools, you probably don’t have a reason to be posting about it in a forum dedicated to world travel. This seems obvious, but a lot of companies take a scattershot approach, posting salesy product information on completely unrelated sites. Doing so accomplishes nothing but to create a negative association in the minds of those sites’ users.
- Don’t be anonymous. Message boards are all about people with a shared interest swapping information among themselves. Promoting your company’s goods while posing as just another interested consumer would clearly be dishonest and is the kind of behavior an online community will punish as soon as they discover it.
- Check the terms of service. Some message boards won’t allow representatives of companies to join to discuss their products. Others will, but require a special account that clearly labels the contributor’s vested interest. Before joining any specific community, it’s always a good idea to email the site’s admin team to make sure you’re staying within the rules.
- Keep it active and open. This applies to those few companies that establish their own message boards to foster discussion among current and potential customers. First, make sure the board has enough regular posters to guarantee constant new content. To this end, it’s perfectly acceptable to encourage employees to participate in the board. Second, don’t stifle the information being shared just because you don’t like it. If a discussion turns towards something negative about your company or product, feel free to jump in and offer a counterpoint, but don’t resort to simply deleting topics you dislike. If people feel prohibited from offering honest opinions, your message board will turn into an online ghost town.
Blogs
- Demonstrate your expertise. Once you’ve set up a blog, it’s vital that you offer up information or opinions that your customers wouldn’t otherwise see. To build a base of regular readers, you have to develop content that provides value to those who consume it. Occasional ‘fluff’ pieces are acceptable, but make sure the majority of your entries have some meat to them.
- Choose relevant topics. While expertise is vital, it’s not enough on its own. A blog entry of highly technical data that provides no value to the end user might be interesting to others in your field, but it will likely leave customers scratching their heads.
- Let some personality show. It seems a bit obvious, but people really do tend to like and identify with other people a whole lot more than with organizations. Encourage the contributors to your company’s blog to let their personalities shine through. If your entries are in a drab, corporate tone, few people are going to want to sit through reading them.
YouTube
- Integrate videos into other forms of communication. Once you’ve created a YouTube channel and posted some videos, tie them back into your other marketing efforts. If you issue a press release on a new product and have posted video of it in action on YouTube, include a link to the video in the release. If you work with trade press specific to your industry, see if they’re interested in including links to some of your videos on relevant areas of their own websites. These types of actions don’t merely increase exposure of your videos. They also create a more comprehensive value proposition for your customers.
- Go for substance over style. This holds especially true if you’re paying to develop assets specifically for YouTube. Most marketers, current company included, tend to think they’re fairly clever. It’s easy to see a humorous video go viral and get millions of views, then think gee, I could do one of those. Such thoughts can quickly turn into a quest of catching lightning in a bottle. Make sure your top priority is creating content that will provide your customers with something they’ll appreciate.
- Ok, style’s important too. While content is vital, few people want to sit through a 20-minute video of someone staring into a camera and droning on about a specific topic. Even if you don’t have the budget for professional production, there are plenty of ways to spice up a video. Intercut images or videos of the products or processes being discussed. Throw in text with bullet points summarizing the video’s content. Use some royalty free stock footage relevant to the subject. These types of things can easily be done on a personal computer and will make it much more enjoyable for customers to sit through the content you’ve created.
Ok, that’s all for this week. In a week or two, I’ll have one more entry that focuses on tips for Tweeting and social sites and wraps up the series. Thanks for reading.
So you’ve identified which social media could provide your company with some significant value, but now you have to actually execute. Here are tips for some of the vehicles that have been discussed in previous entries.
Message Boards/Forums
- Go where it makes sense. If your company makes power tools, you probably don’t have a reason to be posting about it in a forum dedicated to world travel. This seems obvious, but a lot of companies take a scattershot approach, posting salesy product information on completely unrelated sites. Doing so accomplishes nothing but to create a negative association in the minds of those sites’ users.
- Don’t be anonymous. Message boards are all about people with a shared interest swapping information among themselves. Promoting your company’s goods while posing as just another interested consumer would clearly be dishonest and is the kind of behavior an online community will punish as soon as they discover it.
- Check the terms of service. Some message boards won’t allow representatives of companies to join to discuss their products. Others will, but require a special account that clearly labels the contributor’s vested interest. Before joining any specific community, it’s always a good idea to email the site’s admin team to make sure you’re staying within the rules.
- Keep it active and open. This applies to those few companies that establish their own message boards to foster discussion among current and potential customers. First, make sure the board has enough regular posters to guarantee constant new content. To this end, it’s perfectly acceptable to encourage employees to participate in the board. Second, don’t stifle the information being shared just because you don’t like it. If a discussion turns towards something negative about your company or product, feel free to jump in and offer a counterpoint, but don’t resort to simply deleting topics you dislike. If people feel prohibited from offering honest opinions, your message board will turn into an online ghost town.
Blogs
- Demonstrate your expertise. Once you’ve set up a blog, it’s vital that you offer up information or opinions that your customers wouldn’t otherwise see. To build a base of regular readers, you have to develop content that provides value to those who consume it. Occasional ‘fluff’ pieces are acceptable, but make sure the majority of your entries have some meat to them.
- Choose relevant topics. While expertise is vital, it’s not enough on its own. A blog entry of highly technical data that provides no value to the end user might be interesting to others in your field, but it will likely leave customers scratching their heads.
- Let some personality show. It seems a bit obvious, but people really do tend to like and identify with other people a whole lot more than with organizations. Encourage the contributors to your company’s blog to let their personalities shine through. If your entries are in a drab, corporate tone, few people are going to want to sit through reading them.
YouTube
- Integrate videos into other forms of communication. Once you’ve created a YouTube channel and posted some videos, tie them back into your other marketing efforts. If you issue a press release on a new product and have posted video of it in action on YouTube, include a link to the video in the release. If you work with trade press specific to your industry, see if they’re interested in including links to some of your videos on relevant areas of their own websites. These types of actions don’t merely increase exposure of your videos. They also create a more comprehensive value proposition for your customers.
- Go for substance over style. This holds especially true if you’re paying to develop assets specifically for YouTube. Most marketers, current company included, tend to think they’re fairly clever. It’s easy to see a humorous video go viral and get millions of views, then think gee, I could do one of those. Such thoughts can quickly turn into a quest of catching lightning in a bottle. Make sure your top priority is creating content that will provide your customers with something they’ll appreciate.
- Ok, style’s important too. While content is vital, few people want to sit through a 20-minute video of someone staring into a camera and droning on about a specific topic. Even if you don’t have the budget for professional production, there are plenty of ways to spice up a video. Intercut images or videos of the products or processes being discussed. Throw in text with bullet points summarizing the video’s content. Use some royalty free stock footage relevant to the subject. These types of things can easily be done on a personal computer and will make it much more enjoyable for customers to sit through the content you’ve created.
Ok, that’s all for this week. In a week or two, I’ll have one more entry that focuses on tips for Tweeting and social sites and wraps up the series. Thanks for reading.
Friday, May 7, 2010
Ten Steps to Writing an Effective Press Release
by Janae Cummings, PR Associate
There’s a common misconception that press releases are a foolproof method for increasing client exposure at minimal expense. Technically, I suppose that is true, but what most people forget, or, perhaps, never realize is that the likelihood of a press release not only being read but also published really depends on how well it’s written. By following these simple steps, you should be well on your way toward developing press releases that will be hard for the media to refuse.
1. Is the topic newsworthy?
Just because your client is excited about something doesn’t mean it counts as news, so consider your audience and their interest. Next, a press release should answer the 5 Ws – who, what, where, when and why. If it can’t, it likely reads like an advertisement and either needs to be re-written or not written at all.
2. Write strong headlines and first paragraphs
This isn’t a five-paragraph essay. State the good stuff first to capture the attention of the journalists who will publish your press release and the audience who will read it.
3. Just the facts
Avoid the fluff and exaggerations. Journalists will see right through it and either edit your release or not run it at all.
4. Concise language
Make every word count. Don’t distract the reader with flowery language or unnecessary adjectives and phrases.
5. Beware the exclamation point
Using exclamation points to generate hype is a fantastic way to destroy your credibility. It really ought to be a cardinal sin!!!!! (See what I did there?)
6. Strong, active voice
These verbs add clarity and strength to your message. Avoid passive voice whenever possible.
7. Less is more
If your press release is reaching two pages in length, revisit steps 3 and 4 and then check your document for extraneous news. Something has to go.
8. Timeliness
Have an event? Sign a new client? If it’s newsworthy, the time to write about it is when it happens and not weeks or months later.
9. Contact information
Journalists and readers need to know who to contact if they have questions or need more information. Always include an e-mail address and/or phone number.
10. Mind the media
Make it easy on them by distributing well-written releases that follow these steps and don’t require (or compel) them to do any heavy editing.
Thursday, April 29, 2010
IMTS 2010 - Make or Break?
by Leslie Galbreath, Executive Vice President/CMO
Believe it or not, another IMTS is just around the corner. It seems as if it was just yesterday that the machine tool industry gathered at McCormick Place in Chicago for the International Manufacturing Technology Show. In fact, it’s been almost two years since IMTS 2008, and a lot has changed. I mean, a LOT.
In the last two years we’ve seen a recession unlike anything this generation’s global economy has ever experienced. According to Gardner Publication’s Capital Spending Survey & Forecast, the machine tool industry overall was down 47% in 2009 from 2008. In terms of units, it was down 54%. As a result, in addition to dismal sales, we saw the demise of multiple publications, the merger of seemingly strange bedfellows in the interest of survival, the failing of several iconic companies, a decrease in marketing budgets, reduced production and countless lost jobs. Needless to say, it was a tough year for everyone.
That said, things are on the upswing.
Now, I use the term ‘upswing’ loosely. Sales are improving for many builders and some jobs are coming back to the US, but we have a long way to go.
Enter IMTS. First held in Cleveland, Ohio in 1927, IMTS is the largest manufacturing technology trade show in North America, and has served as the launching pad for many a technological innovation. The show has taken place every two years in good times and bad, and has always been considered the premier event for the industry. But with things so very different now, the entire industry is eager to learn what the show will bring this year.
In the last few weeks, I’ve read several editorials published by key editors in our industry urging capital equipment builders and accessories and peripherals manufacturers alike to make this the best IMTS yet. In fact, it’s been suggested that it MUST be. That this show will be a (not the, but a) deciding factor in the success or failure of the US manufacturing industry going forward. I’m not usually one to believe that the outcome of a given situation results from the last shot of the game per se, but I’m beginning to wonder if they might be right this time.
I think IMTS 2010 will set the tone at the very least.
Our clients are already gearing up for a big show. We’ve been fortunate to have clients that have remained relatively strong during the recession, and most are looking at IMTS as the time to pounce on the competition. These companies are heeding the urgency of the IMTS message this year – to connect global technology and re-inspire the industry. They have developed new technology and are prepared to demonstrate it in an interesting way. They have upped their marketing budgets to ensure they reach their audiences and drive them to the booths. They have planned an interactive experience for their visitors. They are using social media and capitalizing on public relations and advertising. In short, they are serious. And this is a good thing.
Only time will tell if IMTS is the restart button the industry needs. I hope that as we’re all icing our aching feet on September 18, we can look back and celebrate a show that did indeed re-inspire and, perhaps more importantly, reinvigorate US manufacturing.
Thursday, April 22, 2010
The ‘Science’ Of Branding In The World Of Industrial Marketing
by Marc Diebold, President & CEO
I ran into an interesting guy once a few years ago. I had just walked into a banquet room – a bit early for once – to attend a marketing association meeting. I’m not the most outgoing networker in the world, but I try to make an effort at these things to meet some new people, so I walked up to the first person I saw and introduced myself. It turned out this guy was the guest speaker, a branding research expert from a high profile brand consultancy out of the Chicago area. At first, he was politely going through the motions, making small talk with me while he glanced at anyone new that walked in the room. But that changed when I answered his question about what kind of clients we work with, and what kind of people they sell to. “Engineers! I am fascinated by them,” he said.
He went on to tell me about one of the intense exercises they do with target audience subjects on behalf of the clients they work for. One aspect of this particular exercise, he said, was boring for their researchers because it almost always yielded the same results, regardless of the type of people being observed. What they do is sit a person down in a chair, tell them to close their eyes, and proceed to ask a series of ‘what comes to mind’ type questions. When they get to a question that asks the subject to describe a situation that sets their mind at ease, most everyone answers with something like ‘sitting on a beach listening to the ocean.’ However, he explained excitedly, if the subject is an engineer, they will often answer with something like ‘the sound of one of their machines running smoothly.’ Imagine that. Sounds a bit geeky doesn’t it?
This story illustrates a simple but unique reality we have to consider everyday here at dgs. Technically minded people process information (and make purchase decisions) differently than the rest of us.
Branding can be a very important part of an integrated marketing program for companies that sell manufacturing equipment. That may seem counterintuitive to some marketing folks. Don’t technically minded people purchase things based solely on a detailed, process-oriented analysis, and therefore concern themselves only with the features and specs of a product? The short answer is ‘not exactly.’ There’s no question that their decision making process is more analytical than other business-to-business audiences advertising agencies may deal with. But we’ve learned from studying research and our own observations from years of doing this kind of work that technically minded people are in fact deeply affected by brand perceptions, and even emotions, much more than they might admit if the question is posed to them in a group setting.
Most of our clients sell a very expensive piece of high-tech manufacturing equipment. As a marketing service company for these types of clients, we do a lot of technical product marketing designed to inform and influence engineers, plant managers, scientists, and other industrial audiences. To do that effectively, you have to be able to get inside a technical person’s mind to understand how they think and what influences their brand perceptions. Besides traditional forms of marketing communications like print advertising, public relations, website development, direct mail and trade show marketing, the actual experiences a customer has using a piece of equipment, and the chemistry of their relationship with the people at the company making the product collectively contribute to that company’s brand image. So, at least for a technical audience, branding is much more than logos and slogans. To build a brand image, you better have your key messages right, and deliver them in a believable, creative, and, most importantly, compelling way.
There’s another interesting dynamic at play here, particularly for our clients. The machines they sell often run productively for 10, 15 or even 20 years before they are replaced. So, good or bad, the impression (read ‘brand image’) left with the user endures longer than most other company’s products. In many cases, that presents an opportunity. Through the life of the product, support services like applications engineering, training, parts and service, etc. can serve to enhance the brand image of our client, so we look for opportunities to include those things as part of our marketing communications approach. It’s all part of the science of branding in the world of industrial marketing.
I could go on and on about branding and technical marketing, but in the interest of keeping this blog post to a reasonable length, I’ll just close by offering to continue the conversation ‘offline’ with anyone that is interested. Please feel free to e-mail me at diebold@dgsmarketing.com or call me at 317-813-2220 if you have any interesting thoughts on this subject.
Friday, April 16, 2010
Creating Technically
by Justin Brown, Senior Art Director
Let’s say we have a client who needs an ad or piece of literature focused on a new series of machines. After I understand the creative and marketing strategies, I start experimenting with layouts. For inspiration, I avoid looking at the typical B-to-B magazines and go straight for my car magazines. Car magazines are filled with very creative and technical ads for new car models and ads for safety innovations. That car is the focal point of the ad. I look at the advertisers’ use of space, color, tone, purpose, and whether or not it makes me excited like a 15yr old boy on a beach. I also explore social media outlets like Twitter, Facebook and blogs for the latest creative trends and dos and don’ts.
Keeping in mind that the copy often drives the design, I work with layout options that presents the information our clients want to get across most effectively. I’ll never go back to a copywriter and tell them that their copy doesn’t fit my design. I frequently make adjustments to my concepts in order to accommodate the size of content. The exciting part about this is that it keeps me on my toes creatively and allows me to continue producing unique looks for each project. I also like experimenting with page orientation. Vertical layouts are traditional. Horizontal layouts are rare. If I think the information presents better horizontally, I’m all over it like ugly on an ape. It’s unique and stands out from the other ads in the publication. However, I’m still waiting on a client approval for an upside ad. Waiting… still waiting… I should grab a Snickers®
Now that I have some layout options and I know the tone of the copy, I pull keywords from the copy and start researching images focused on the targeted audience. I’m looking for those digital, high tech, sophisticated images. Not the ones that are plain, dull and straightforward – I’m after the dramatic angles, abstract views and well-taken photography.
While images are key, I also explore new ways of incorporating color to prevent pieces from blending in with those template driven ads. Most of our clients have their main corporate color palettes but also include secondary color palettes. As much as possible, I try to work in these secondary colors to add more depth to the creative. Today’s consumer market color trends are very minimalistic. A lot of black, darker colors or whites, lighter colors are being used in printed materials to achieve that sleek, elegant look. I work from this in my own style to give each ad that high level sophistication that presents the product as if it’s the best of the best.
With the layout structure, dramatic imagery, highly technical copy and sophisticated color scheme together, I feel we have developed an ad that presents the information effectively and also stands out in a magazine.
The Wrap
Looking back on the evolution of my design process over the last five and a half years, combined with the collaborative dgs approach, I feel we have been able to develop some highly effective and influential creative designs. No designer has it all figured out. We have to keep our eyes open and minds alert for new ways to help clients evolve, while remembering who we are marketing to – people. Even though B-to-B consumers rarely make spontaneous purchases like Apple enthusiasts do when the latest product is released, there is still an emotional element that should be acknowledged and respected.
A machine tool or a spindle will never obtain the same excitement for a buyer as the latest Corvette or iPhone, but emotions control much of what we do, and when communicating to a person whose purchases have the power to change the way his or her company does business, finding ways to engage, entice and persuade them is vital to any advertiser’s success.
Thursday, April 15, 2010
dgs Client, Harry Moser, Promotes Re-Shoring on CBS
Longtime dgs client, Harry Moser, chairman emeritus of GF AgieCharmilles, appeared on the CBS morning show, Monsters and Money in the Morning, on April 12, 2010.
http://cbs2chicago.com/video/?id=70068@wbbm.dayport.com
Harry was promoting the upcoming Re-Shoring Fair, which will take place May 12, 2010 at the Hyatt Regency Irvine Hotel in Irvine, California. For more information, please visit
http://tiny.cc/YU9e2.
http://cbs2chicago.com/video/?id=70068@wbbm.dayport.com
Harry was promoting the upcoming Re-Shoring Fair, which will take place May 12, 2010 at the Hyatt Regency Irvine Hotel in Irvine, California. For more information, please visit
http://tiny.cc/YU9e2.
Monday, April 12, 2010
The Communication Chameleon
by Sarah Showalter, Account Manager
As the point person for clients, media reps and vendors it is necessary that I act as a communication chameleon; depending upon my surroundings I must adapt to fit in. This holds especially true when communicating with various clients throughout the day. Each client has their own preference for how they choose to do business and through what mode of communication. For the sake of discussion I will categorize them into: The Emailer, The Caller, The Follow Up, The Old School, and The Socializer.
The Emailer Client
As most of the population, this client communicates through email. They send you emails for everything- questions, requests, simple “oks” and this is what they prefer. As schedules vary and are unpredictable, this is a convenient method to get the communication out there and as they multi-task they wait for a response. I must adapt and be available through email and respond in a timely fashion. It is important to follow up and notify the client that you received the email and are working on their request. Professional tones, greetings, and thoroughness are key to email replies, as tone and sincerity can be lost in the translation in this type of interpersonal communication.
The Caller Client
The Caller Client seems like is a rarity with email around, but as one could guess, this client prefers to pick up the phone. They find it easier to get the answers they need to ask over the phone and this is certainly a benefit of phone calls in addition to being able to build a relationship and having the ability to gauge their tone. This style also allows for immediate gratification since waiting for an email reply is not a factor. The downfall of phone calls is that you take the chance of the person not being at their desk, relying on voicemails and trying to schedule time when all parties are available to talk. Phone calls also fail to provide a “paper trail” as opposed to email; one cannot go back and reference details or what the conversation entailed. When communicating with The Caller it is important to maintain expected phone etiquette: speak clearly at a reasonable volume, ask questions if you do not understand and follow up to voicemails.
The Follow Up Client
This client type lies between The Emailer and The Caller. They tend to use both methods equally and often will follow up one method with the other- hence The Follow Up Client. They may email you and then immediately call to ensure that you received the email or have any questions. This method allows for both the benefits and disadvantages of emailing and calling, but this also allows for twice the thoroughness and immediate access to the client if you have any questions. An additional benefit is efficiency as any questions get answered without the time delay of email or phone tag.
The Old School Client
The Old School Client tends to feel more comfortable using old school methods such as fax and snail mail. Overall, this is not the primary way of communication they use for everyday communication, but as clients still use it is it worth mentioning. The benefits of old school methods are that they are fairly easy to use and require little effort. On the other hand, these types of modes require more time to get to the intended party and they are behind in most technological aspects.
The Socializer Client
The Socializer is on the other side of the spectrum than The Old School. This client embraces new methods of communication and may elect to use this method over other options because it can be more convenient for them. For example, if a client uses BlackBerry Messenger, AIM (or another type of instant messaging), Facebook or Twitter and you use that method as well-they may send you a message while they are using that program or ask you a question while they see you online. These social media outlets are unarguably popular and growing so the odds of connecting via one of these modes is common. The benefits include instant gratification and accessibility, but all business formality is lost.
Every client may not neatly fit into one of these categories, but as the Communication Chameleon it is important to be able to adapt to client preferences while maintaining professionalism and follow through no matter what the mode. The communication that is relayed is more important than through what mode, but it is how you respond is what determines your success.
As the point person for clients, media reps and vendors it is necessary that I act as a communication chameleon; depending upon my surroundings I must adapt to fit in. This holds especially true when communicating with various clients throughout the day. Each client has their own preference for how they choose to do business and through what mode of communication. For the sake of discussion I will categorize them into: The Emailer, The Caller, The Follow Up, The Old School, and The Socializer.
The Emailer Client
As most of the population, this client communicates through email. They send you emails for everything- questions, requests, simple “oks” and this is what they prefer. As schedules vary and are unpredictable, this is a convenient method to get the communication out there and as they multi-task they wait for a response. I must adapt and be available through email and respond in a timely fashion. It is important to follow up and notify the client that you received the email and are working on their request. Professional tones, greetings, and thoroughness are key to email replies, as tone and sincerity can be lost in the translation in this type of interpersonal communication.
The Caller Client
The Caller Client seems like is a rarity with email around, but as one could guess, this client prefers to pick up the phone. They find it easier to get the answers they need to ask over the phone and this is certainly a benefit of phone calls in addition to being able to build a relationship and having the ability to gauge their tone. This style also allows for immediate gratification since waiting for an email reply is not a factor. The downfall of phone calls is that you take the chance of the person not being at their desk, relying on voicemails and trying to schedule time when all parties are available to talk. Phone calls also fail to provide a “paper trail” as opposed to email; one cannot go back and reference details or what the conversation entailed. When communicating with The Caller it is important to maintain expected phone etiquette: speak clearly at a reasonable volume, ask questions if you do not understand and follow up to voicemails.
The Follow Up Client
This client type lies between The Emailer and The Caller. They tend to use both methods equally and often will follow up one method with the other- hence The Follow Up Client. They may email you and then immediately call to ensure that you received the email or have any questions. This method allows for both the benefits and disadvantages of emailing and calling, but this also allows for twice the thoroughness and immediate access to the client if you have any questions. An additional benefit is efficiency as any questions get answered without the time delay of email or phone tag.
The Old School Client
The Old School Client tends to feel more comfortable using old school methods such as fax and snail mail. Overall, this is not the primary way of communication they use for everyday communication, but as clients still use it is it worth mentioning. The benefits of old school methods are that they are fairly easy to use and require little effort. On the other hand, these types of modes require more time to get to the intended party and they are behind in most technological aspects.
The Socializer Client
The Socializer is on the other side of the spectrum than The Old School. This client embraces new methods of communication and may elect to use this method over other options because it can be more convenient for them. For example, if a client uses BlackBerry Messenger, AIM (or another type of instant messaging), Facebook or Twitter and you use that method as well-they may send you a message while they are using that program or ask you a question while they see you online. These social media outlets are unarguably popular and growing so the odds of connecting via one of these modes is common. The benefits include instant gratification and accessibility, but all business formality is lost.
Every client may not neatly fit into one of these categories, but as the Communication Chameleon it is important to be able to adapt to client preferences while maintaining professionalism and follow through no matter what the mode. The communication that is relayed is more important than through what mode, but it is how you respond is what determines your success.
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