Lohre Industrial Marketing

Four Page Brochure Industrial Graphic Design for Construction Equipment Marketing

June 21, 2016
Charles Lohre
Ad Design, Cincinnati Advertising Agency, Construction Equipment Marketing, Graphic Design, industrial photography, marketing agency, Promotional Brochure Design

Construction equipment marketing literature has evolved from patent drawings to amazing 3D animations. Here we will focus on the static limitations of photography, illustration and descriptive text. For inspiration you can stop by your favorite auto dealership on the way home, the big three’s sales literature will always be a great guide to technical communication. Cars are just as complicated as construction and processing equipment and they have to be sold to a general public. Just like the technical literature you design.

Every good piece of literature starts with the expert sales representative; they know what images to show and what benefits and features to address. For the best short summary of industrial marketing techniques, download Business Marketing Association Director Rick Kean’s presentation,“Marketing Skills Assessment,” delivered to the 2005 AdVenture Electrical Industry Marketing Conference. Learn more on our Marketing Handbook intro page.

What Does Design Have to do with Green Building Consulting?

June 21, 2016
Charles Lohre
Cincinnati, Cincinnati Design, Design Agency

Designer Spotlight

Sure, we keep telling you that 10,000 design professionals receive Blink annually, and the online catalog is available to over 50,000 art specifiers, but what kinds of people is this list really compiled of?

Today, we spotlight 5 of these designers and what it is they really do…

KNA Design | Residential & Hospitality

Complementing KNA’s award-winning design talent is sound technical expertise, as well as a practical approach to project management. During each phase of the project, from initial concept, through design development, to final installation, KNA seeks to distinguish their work through rigorous attention to detail, high standards and meticulous follow-through.

Process Equipment Marketing: Buying Equipment vs. Finding Solutions

November 4, 2015
Charles Lohre
B2B Marketing, Business to Business Marketing, Process Equipment Marketing

(Great article in the recent issue of POWDER BULK ENGINEERING by Dwight Rider, SWECO Global Product Manager for round separation. Every good process equipment marketer knows that if you take the time to educate a person new to the industry, they will remember you when they are looking for solutions to their problems.)

There is more to providing a solution for your application than simply purchasing new equipment. Purchasing a piece of equipment is easy: all you need is money and someone to sell it to you. However, the cost of purchasing the wrong equipment can exceed the money you spend on the equipment itself. Before you go and tens of thousands of dollars on capital equipment, there are many factors that need to be considered.

Testimonials alway tell the best story about your process equipment marketing and the editors can’t get enough of them!

In the case of separation equipment, some types of machinery can last decades. Buying the wrong equipment can have long-term consequences in the cost of consumables, lack of production, downtime, and other factors. For example, the amount of money spent on consumables alone could exceed more than half the cost of the unit. Separation equipment is typically integrated into a large system. By choosing the wrong separation equipment, you could be inadvertently creating a bottleneck that affects the productivity of the overall system. Quite often, the low-cost equipment option may be the costliest in the long run.

Round separators are one of the more common types of separation equipment. Aside from the obvious influences of equipment quality and performance, two of the more important attributes when considering an equipment manufacturer are application experience and local support.

Every separation application is different even if you are screening the same product. Application experience cannot be overlooked when determining which manufacturer you choose. If you expect to get optimum performance from your equipment, there are factors that must be considered, such as machine diameter, screen mesh type, number of screen decks, types of self-cleaning devices, proper surface finish, spout heights and sizes, and many more.

Unit selection and sizing for a particular application can be both science and art, and experience is critical to achieving satisfactory results. The manufacturer should come to your facility, review the application in person, and provide services such as on-site testing with a small demo unit if needed. If larger scale testing is required the manufacturer should be able to provide lab testing and detailed test reports to aid in equipment selection.

For applications similar to an existing one, the manufacturer should be expected to review the process on-site to ensure optimum efficiency of the separation process. New applications should be sourced from existing reference data for similar applications that can be used as guidelines. The equipment needs to be customized to be optimized for both performance and integration into the larger system. Finally, engineering drawings, structural loading information, 3D CAD models, and detailed customized operating manuals need to be available to the customer.

Installation, start-up, commissioning, and on-going support are major factors to consider when choosing a manufacturer. If these elements are not available to the customer, complications could arise from the start. It is extremely important to have an expert readily available in case problems arise not only in the beginning stages, but also through the life of the equipment.

The manufacturer’s local support can also provide equipment training for operators and maintenance personnel. Dynamics such as motor lubrication and change-out, screen changing techniques, electrical interface, start up and shutdown procedures, emergency shutdown, and proper separator clearances and just a few items that the users will need to know. Another function provided by local support is recommending spare parts and how to care for those parts. Spare screens are critical to the process, as they will have a big impact on minimizing downtime.

There are plenty of round separator manufacturers from which to choose, and there are a lot of factors to consider when making the choice. Simply buying the equipment based upon a selling price alone may cost you more in the long term. You need to be sure to consider the factors discussed, so you are finding an application solution rather than simply buying equipment. When you need aftermarket parts, technical service, or assistance with the next application, be sure to choose equipment from a practiced manufacturer who has the knowledge, experience, and support you will need to get the job done right.

Doug Rider is the global product manager for round separation for SWECO, Florence, Kentucky, USA. He has been with SWECO for 15 years in various roles, including manufacturing engineer, product engineer, and design engineering manager.

Learn more at the SWECO Technical Library, http://www.sweco.com/technical-library.aspx

One Hour Green Building Marketing Tour of Cincinnati

December 2, 2015
Charles Lohre
Cincinnati, Cincinnati Advertising, Cincinnati Marketing, Green Building Marketing

Cincinnati Ohio has one of the most concentrated LEED building collections in the world. A quick one hour tour will show you who’s a part of this movement.

The tour starts at the Fire Station No. 9 in Avondale. After your breakfast at Sugar N Spice, step out side and notice the gleaming white concrete blocks that keep the building cool in the summer. The solar shades on the south side also help along with the concrete parking areas. The grounds have native and adaptive landscaping. The polished concrete floors are stained blue in the living quarters. We have used the community room for classes to pass the LEED AP exam. The only problem is that you have to evacuate if the house gets a call requiring all the trucks to leave! Green Cincinnati Education Advocacy hosted an educational event for the opening of the station. Mayor Mark Mallory came and addressed the attendees.

As we travel south on Reading Road to the North Avondale Cincinnati Public School we’ll discuss how Ginny Frazier, a teacher at CPS who couldn’t catch a breath in the new schools CPS was building, partnered with Joel Stout, president of the local chapter of the U.S. Green Building Council, to convince CPS to build to LEED standards and along the way got legislation passed in Ohio to require all educational funds reach LEED standards. North Avondale has an active after school green mentoring program run by Ginny Frazier and her Alliance for Interconnection and Connectivity non-profit enviromental advocacy organization. Ohio Leads the Nation with 100 LEED-Certified Public Schools and Hundreds More in the Pipeline,“Ohio is the recognized nationwide leader in sustainable school design, with more than 300 total schools either registered or certified through LEED. On average, Ohio’s first 100 certified schools have been designed to use 35 percent less energy and an average of 37 percent less water than comparable buildings constructed and operated to traditional standards. In addition, these schools provide healthier indoor environments conducive to learning.”

Would you pay $200,000 for this tiny house?, Green Building Marketing

November 5, 2015
Charles Lohre
Cincinnati, Cincinnati Marketing, Cincinnati Marketing Agencies, Green Building Marketing

By Tom Demeropolis Senior Staff ReporterCincinnati Business Courier, original article published Oct 23, 2015.

The developer of Cincinnati’s first tiny houses is getting ready to start construction on the homes in Over-the-Rhine.

Brad Cooper, who launched Start Small Homes after he received a $100,000 grant from People’s Liberty, expects construction to begin soon on the two small homes. Cooper’s project explores tiny homes as a solution to affordable housing, working to create a market-rate solution for diversely affordable home ownership opportunities.

One of the homes will be sold at market rate, with a list price of $200,000. Going by the usable square footage, that’s about $690 per square foot.

But Cooper said it’s not fair to compare the tiny house’s price on the traditional per-square-foot measurement since it requires all of the infrastructure of a full-sized house.

The other home will be sold to a low-income household rate. Cooper said he is still working out the details on pricing for that home.

Cooper, who is a trained architect, originally wanted to price the homes at $70,000 each. The homes also were originally designed to be smaller with a total of 200 square feet of living space. But he still says at $200,000, a buyer would be getting the tiny home at a good value.

During events held throughout the summer, about 75 people have showed up to learn more about the tiny houses.

Each two-story tiny home has a kitchen and living space on the first floor complete with a refrigerator, butcher block counter and cabinets, and the second floor has a bathroom and the bedroom.

People’s Liberty, a philanthropic lab that invests directly in individuals, has helped Cooper through the process. Jake Hodesh, vice president of operations at People’s Liberty, said they have been working to understand all the processes that go along with building a tiny house.

“We’ve learned alongside Brad what it means to build a tiny home,” Hodesh said. “We’re investing in projects that haven’t been done before.”

The homes, located at 142 and 144 Peete St., will have solar panels and are designed to take advantage of passive cooling. Cooper expects utilities to cost about $50 per month.

Cooper doesn’t have additional sites for more tiny homes at this point, but he has learned ways to bring the prices down. By building more tiny houses at one time, as well as getting smaller lots or building multiple tiny homes on the same lot, he believes he would be able to bring prices down.

Demeropolis covers commercial real estate and development.

Volvo CE Crosses Channels for the Lead – Construction Equipment Marketing

December 9, 2015
Charles Lohre
Construction Equipment Marketing, Industrial Social Media Marketing, Internet Marketing, Social Media, Social Media Marketing and Advertising

By Heather Fletcher, December 1, 2015

Thanks to Target Marketing

B-to-B marketers always want their own examples of marketing success, says Joel Book, principal of marketing insights for the Salesforce Marketing Cloud. Speaking during the company conference, Dreamforce, he chose Volvo Construction Equipment North America as the perfect example to highlight, full-screen, in a movie theater at Westfield San Francisco Centre.

“Everything is focused on the customer,” he says of the “innovator” that’s brought in $100 million in sales of new and used equipment during each of the past five years using its cross-channel digital program.

Challenge: Nurture and convert leads.

Solution: Cross-channel marketing.

Results:

$100 million in annual sales due to digital marketing
27 qualified leads from Facebook Custom Audiences alone
30% lower cost per lead with FCA

Book’s session on Sept. 16, “How Smart Brands Use Digital Marketing to Acquire, Engage and Retain,” shows how Volvo CE extends its brand promise across all channels.

“All marketing is not just direct marketing, all marketing is now cross-channel,” he says. “We don’t know through which channel our buyer is going to engage with us. It could be via social media, it could be online, it could be in-store. What we do know is this: Every channel matters. Every channel has an influence on the customer.”

Volvo CE uses SEO and social media (Twitter, Facebook and its YouTube channel) to drive site traffic, with all site visitors being invited to sign up for its monthly newsletter. (Another option, the newsletter for used equipment, runs bimonthly.)

Facebook is the No. 1 social media lead generator, Book says.

“Everything is focused on driving traffic to the website.”

For example, specifically using Facebook Custom Audiences, Volvo CE targeted American and Canadian aficionados of its competitors’ brands who look like Volvo CE’s best customers and are 23 and older. Volvo CE’s Facebook ad got nearly 300,000 ad impressions. From there, 9,485 clicked and 27 became direct sales-qualified leads for the high-priced products. At more than $2,000 per lead, that was a 30 percent reduction in cost per lead. The campaign additionally prompted new email subscriptions and drove downloads of the Volvo CE Insider app.

Leads then head through Dun & Bradstreet’s data overlay for cleansing, Book says, before they’re placed in Microsoft Dynamics CRM. “Salesforce Marketing Cloud integration with [the] CRM system enables Volvo sales reps to track leads, manage opportunities,” reads his presentation slide. A sales representative with one of the 130 dealers gets the Salesforce lead report. The rep then sends a personalized “thank you” email to the buyer. All of that happens within 24 hours.

“The linchpin of Volvo’s digital marketing strategy is what they do through email,” Book says.

Email is the top lead generator and converter, and is industry-specific.

“The reason I say that Volvo has doubled-down on email — and this is a trend across a lot of different successful brands, gang,” Book says, “[is] five out of 10 B-to-B marketers say email is their single-best channel for generating leads.”

Key Aggregates Producers Praise FAST Act – Boom for Mining and Construction Equipment Marketing

December 9, 2015
Charles Lohre
B2B Marketing, Business to Business Marketing, Construction Equipment Marketing, Mining Equipment Marketing

President Obama has signed the Fixing America’s Surface Transportation (FAST) Act into law, a bill that sends a signal to the construction markets that five years of growth are ahead. (There's nothing like funding to make the sale. Here's to…

Alberta introduces economy-wide carbon tax, Great green marketing.””

November 22, 2015
Charles Lohre
Green Building Marketing, Green Marketing

(This was just too important not to repeat it here. The tax will be $20 per ton and raise a home's energy cost and estimated $470 per year but the effects of this will be far reaching. We can't wait for…

Best Practices in Process Equipment Marketing – Short Courses for the Bulk Materials Handling Industry

December 10, 2015
Charles Lohre
B2B Advertising, B2B Marketing, Business to Business Advertising, Business to Business Marketing, Industrial Advertising, Industrial Marketing, Process Equipment Marketing

(We love educational material. It’s getting rarer and rarer for universities to offer classes on industrial processes. They are usually left to teach theory and let the greenhorn learn on the job. We’re writing a size reduction systems article for ROCK PRODUCTS. If you have any resources we can use, please send them on.)

From the Bulk Inside newsletter Dec 7, 2015

CHATHAM, KENT – A range of very popular and useful short courses designed specifically for the powder and bulk materials handling industry.

Our range of short courses is designed to equip delegates with the means to identify and overcome difficulties that may arise, saving time and increasing productivity.

Our experts’ in-depth knowledge as specialists in powders and bulk solids is complemented by their experience across all industries including, but not limited to, renewable energy, pharmaceuticals, process and chemical engineering, recycling, food processing and mining.

In order to meet Industry’s changing needs, we continually update the range of courses to reflect current trends, hence the introduction of 3 new courses this year.

The courses are all held at our site in Kent, on the University of Greenwich campus.

2016 Course calendar
2 – 3 Feb: Advanced Course: Pneumatic Conveying System Design
4 Feb: Rotary Valves; Design Selection and Operational Issues
10 Feb: Electrostatics in Powder Handling
24 Feb: Powder and Dust Containment in the Process Industry
9 March: Network Security of Industrial Control Systems in the Process Industry – ** new course
15 – 17 March: Storage and Discharge of Powders and Bulk Materials; includes optional practical session
6 April: Dust Explosions – How to Demonstrate DSEAR/ATEX Compliance
13 April: Caking and Lump Formation in Powders and Bulk Solids
26 – 27 April: Advanced Course: Design of Equipment for Storing and Discharging Bulk Materials
10 – 12 May: Pneumatic Conveying of Bulk Materials; includes optional practical session
24 May: Undesired De-blending and Separation in Processes and Equipment
7 – 8 June: Introduction to the Processing of Dry Solid Materials – **new course
28 – 29 June: Measurement of the Properties and Bulk Behaviour of Particulate Materials
5 July: Handling and Storage of Waste and Recycled Bulk Materials – **new course
11 – 13 Oct: Overview of Particulate Handling Technology; includes optional practical session
22 – 24 Nov: Pneumatic Conveying of Bulk Materials; includes optional practical session
13 – 14 Dec: Biomass Handling, Feeding and Storage

For full course details, course fees and terms and conditions, please visit www.bulksolids.com Discounts are available for group bookings and repeat attendances.

Enquiries and Bookings

• www.bulksolids.com

• [email protected]

• + 44 20 8331 8646

This article is published by The Wolfson Centre for Bulk Solids Handling Technology
“Providing Cost-Effective Solutions to Industrial Problems”

The Wolfson Centre for Bulk Solids Handling Technology is part of the School of Engineering at The University of Greenwich at Medway, Kent, UK and has specialised in solving materials handling problems since 1973.

How can I convince my boss to send me to training? Process Equipment Marketing Best Practice

December 11, 2015
Charles Lohre
Industrial Marketing, Process Equipment Marketing

Thanks to Balluff, Sensortech

Posted on by bthedges

With responsibilities expanding, resources declining, and margins narrowing, companies today must scrutinize every dollar spent. Bad decisions are often based on bad data. An informed decision, on the other hand, can be defended in the light of the facts. In this article, we examine three misconceptions – misconceptions which too often lead to poor decisions about training.

If I train my people, they will leave.

In today’s companies where people change positions frequently, training is seen as a risky investment. The correct perspective is seeing the risk involved in NOT training your people. Do you really want your people making costly mistakes by the trial-and-error method of on-the-job training? Lack of training does not just affect the untrained person. Those that have been trained and are doing the job correctly often get pulled aside to explain procedures to the untrained. The bottom line is that people are going to be trained one way or another. What is the most efficient way to do this?

I can’t afford the downtime to send my people to training.

Tools need to be sharpened. This means they can’t be “productive” 100% of the time. “Productivity” needs to be seen as a totally different thing from being “busy.” Once a tool is sharpened, it is far more productive. A dull tool can be “busy” 100 % of the time accomplishing nothing of value. The correct perspective then is that you can’t afford the loss of productivity caused by a lack of training.

All training offered out there is basically the same, so just take the cheapest one.

Training is not a one-way dump of information. Training means that a change has taken place in a cognitive domain, an affective domain, or a psychomotor domain. For automation companies, these three domains are intricately linked. For example, it is not enough to just sit through a safety presentation: you need to know the safety regulations (cognitive), you need to be passionate about why these are important (affective), and you need the skill necessary to implement these regulations by specifying, configuring, and integrating systems (psychomotor).

The best way to train in the psychomotor domain is through hands-on training. Students learn skills best by practicing those skills. For many companies who offer training, training is just a presentation of ideas without the necessary opportunity for participants to try anything for themselves. At Balluff, we have made a substantial investment in equipment, an investment in writing courseware properly, and an investment in training those who conduct the training with platform skills, adult learning skills, and teaching skills. These investments make world-class, performance-based training available to our customers.

To see all that Balluff has to offer in Automation Training, click on our training web page link: http://www.balluff.com/balluff/MUS/en/service/standard-training.jsp