Lohre Industrial Marketing

SMPS – CPSM Exam – Industrial Marketing Management

December 10, 2017
Charles Lohre
Business Development, Business to Consumer Marketing, Construction Equipment Marketing, Industrial Marketing Promotion, Marketing, Metalworking Equipment Marketing, Mining Equipment Marketing, Process Equipment Marketing

The last SMPS Markendium Domain puts it all together. Managing a Marketing Dept. or Agency Couldn’t be Defined Better

Four years ago I learned about Hubspot and went all in. I really enjoyed the specific internet marketing knowledge that it demonstrated and clearly showed principals of a agency how to follow. We had them convert our site and did everything they suggested. We got one client to implement it and that has been a great success. Not so much for the agency. Face it, the internet is mostly marketers, you can’t sell generic marketing in the internet, just like you would be a fool to hire a brain surgeon online. Myke Amend, our web guru, recently created www.industrialwebdevelopment.com, specifically about web design and management. It worked great and we have signed two new clients. Myke followed the Google instructions to create a great website. They are light years past Hubspot. In fact, you can’t do what Google suggests with Hubspot. We’re still a Hubspot Partner and I’ll continue participating because in spite of their lack of advancements, they are still a very good general best practices and agency management tools.

Hubspot told you to build it and they will come. The Society for Marketing Professional Services tells you to deliver the most fantastic service you can, find similar clients and sell them the same type of work. To grow sell new services to existing clients. If that is successful, try selling it to other clients. it that simple.

The management part of it is simple too. Clearly define marketing activities and their objectives that you can measure. I’m looking forward to defining what we’re good at, adjusting for each of our personalities, and implementing SMART goals next year – Specific, Measurable, Actionable, Relevant and Timely.

SMPS – CPSM Exam – Industrial Marketing Proposals

Great Proposals Match Your People’s Talents To The Client’s Needs

Recently I listened to the award story for a theatre. It told several stories about the different types of groups that went to the playhouse. The young girl going to the Nutcracker for the first time with her grandmother. The story of a young couple going to Romeo and Juliet. The older couple enjoying an evening together with friends. And the young professionals so anxious to see and be seen. They had the director crying. The patrons wide eyed about the world that could be created as a part of their legacy. They are now seeking more funds to realize their dream.

This is a true story. The work went to a firm that wasn’t known for their theatre work. Another secret ingredient was bringing in the best sound designer in the world. True Industrial Marketing Proposals follow this path.

Be sure to follow the instructions so you don’t get uninvited to the party. And be careful you don’t show your hand to your competitors. Many times subs will be included on several proposals, they aren’t your friends.

SMPS – CPSM Exam – Industrial Marketing Client & Business Development

Industrial Client and Business Development activity is centered around people you can trust.

The first business development question you need to ask yourself about a potential new client or business relationship is if you can trust them. Trust them to do what they say. Trust them to take you calls. Trust them to champion your relationship with the account. In exchange, you have to act in their best interest. If you want to grow your company, you need to build on your people and the successful work you have done. Everything can lead to another thing, and it’s the best business marketers that uncover those opportunities and nurtures their associates to fill those new needs.

SMPS – CPSM Exam – Industrial Marketing Planning

November 26, 2017
Charles Lohre
Business to Consumer Marketing, Construction Equipment Marketing, Metalworking Equipment Marketing, Mining Equipment Marketing, Process Equipment Marketing

Industrial Marketing Planning is Based on Research.

What markets are growing, what markets are shrinking? What people skills to you have to move into different markets. But that’s the research part of the problem. Once you have the research, you need to go after the market.

Marketing planning will match your employee’s talents to the emerging markets you have identified. Client and business development will manage the budding client relationships. Proposals will get you the work. Promotional activity will help your first successful project in the new industry be known. Professional management will put into place the tools needed to rinse and repeat.

SMPS – CPSM Exam – Industrial Marketing Research

Industrial Marketing is Real People & Real Relationships making Reality. You’re not selling lip stick.

The Certified Professional Services Marketer exam will make you an excellent resource for your company and your career. It brings together a rock solid methods for understanding your company’s strengths and getting new work in new industries. It’s not hard to continue to get work similar to your current expertise. All you need to do is very high quality work, on time and on budget.

It’s much more difficult to enter new markets that you don’t have experience in and no body knows you. The CPSM Domains of practice show you how you start with your people and their talents and grow from there. The case study uses a firm that has designed schools and illustrates how they used industrial marketing research to successfully grew into a similar building type, high end retirement homes.

Society for Marketing Professional Services – Certified Professional Services Marketer Study Guide Epiphany

The last case study activity gives an excellent overview of the entire process for studying for the exam.

I’ve been studying for the Certified Proffessional Services Marketer exam ever since I joined SMPS in 2004. I wanted to grow the agency in the building industry and on the advice of Pete Strange, the president of Messer Construction, I joined SMPS. He said it was the best way to get into marketing into the AEC space.

I joined and was accepted quickly into the group by a great bunch of marketers for local architectural, construction and engineering companies. Served on the board under Alison Tepe Guy and Jason Ulmenstine for a few terms. It was going well, and I was learning a lot until the market crashed in 2008. Nearly 50 percent of the professionals in the industry were out of a job.

I put studying for the exam on the back burner in lew of passing the U.S. Green Building Council Leadership in Energy and Environmental Design Accredited Professional exam and getting my office awarded LEED Platinum in 2011.

This type of marketing is much more closely aligned with the type of industrial marketing Lohre & Associates has been doing my entire 40-year career; large, expensive mining, chemical, electrical and mechanical machinery. Selling the design and construction of a building is very similar.

After several failed attempts to properly study for the exam, this year the local chapter, led by Melissa Lutz of Champlin Architecture, developed a study group and incentives to pass the exam by the end of the year. It’s crunch time and I’m working hard to re-read and absorb all the materials to pass the exam. The building industry has finally recovered and there are excellent opportunities to do more work in this industry.

The exam is broken up into six different domains: Marketing Research, Marketing Planning, Client & Business Development, Proposals, Promotional Activity, and Management. It was after the last page of the last book that the whole field came into focus for me. I’m going to use that case study as a jumping off point to write about the entire Markendium as SMPS calls it and hopefully hard wire the knowledge in my brain to pass the exam.

The epiphany came when I realized that all of industrial marketing comes down to people. Marketers are the ones that research other people, plan to reach other people, learn to engage with other people, make proposals for people, plan activities and manage people.

Everything about industrial marketing revolves around this simple case study that follows the path of a successful young college graduate that gets recognized and becomes a leader. That’s what I want to do. Just goes to show you are never too old, 64, to learn something.

2018 Industrial Advertising & PR Plan

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Charles Lohre
Business to Consumer Marketing, Cincinnati LEED home, Green Building Marketing

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Internet Marketing

Thanks for the laugh about internet marketing, Zack. http://www.zackseckler.com If you liked this, you might also like, "Analysis of Emerson Inbound Marketing Campaign."

How do ad words work?

May 28, 2017
Charles Lohre
Ad words, Cincinnati Web Design Agency, Cincinnati Website Design, Internet Design and Development, Internet Development, Web Design, web development, Website Design

How do ad words work? They work by displaying your ad in response to visitors searching on specific keywords.

We break up a product offering into ad groups which focus on general product category keyword groups.

A typical average bid would be $2. If it’s higher, we review whether the click results in the visitor going to your “Contact Us” page, spends more time than average on your site (2 minutes) or looked at more than the average number of pages (3 pages). For keywords that result in higher site interaction, we are willing to pay more, up to around $3 per click.