Some industry watchers say Google is a modern day “Emperor’s New Clothes” story. Everyone is so worried they will look stupid; they don’t see the hypocrisy of AdWords. Here are ten reasons why. We’re forced to use AdWords because our clients want to come up on top of a Google search no matter what. We try to encourage improving the page content, but that’s more difficult than just paying for AdWords. That’s even what American Express says in its book, “When Everything Clicks: Your Guide to Pay-Per-Click Advertising.”
We’re promoting sustainable home tours and events in the hope that a community of passionate individuals will come together to help each other create green homes in the Tri-State and support the local Chapter of the U.S. Green Building Council. Sincerely, Chuck Lohre
Start Small Matters – Tiny Homes For Sale These gems will be located at 144 & 142 Peete St. Both will be energy efficient and high-quality. One home is open to anyone, the other is income restricted. Through successful tiny home development, project lead, Brad Cooper, hopes to provide an example of urban housing that creates more accessible home-ownership opportunities. Learn more.
Residential Green Building Member Circle Meeting Oct 28, 5:30 – 7 pm Mecklenburg Gardens 302 E University Ave, Cincinnati, OH 45219. Goals: Advocate to other jurisdictions to provide incentives for green buildings similar to City of Cincinnati’s tax incentive. Involve green home experts in forming a shared vision for the future. Learn more.
USGBC Tiny Home Tour “Shotgun Row,” Covington, KY. Nov 14, 10 am till Noon, The best example of existing tiny homes in Greater Cincinnati. Covington, Kentucky’s Center for Great Neighborhoods’ Shotgun Row restoration of five vacant and rundown shotgun houses. Contact Chuck Lohre [email protected], 513-260-9025. Learn more.
Ohio’s Energy Future Is Now, Nov 18, 7:30 am – 4 pm
Movie & Discussion, Tangeman University Center MainStreet Cinema, University of Cincinnati Continuing Education: 1.0 hours AIA, GBCI, ASLA, and LFA Biophilic Design is a documentary film that explores an innovative way of designing the places where we live, work, and learn. Learn more.
For immediate release – Cincinnati MLS adds Green Building Tools Cincinnati, OH —
September, 2015 – The Multiple Listing Service (MLS) of Greater Cincinnati recently rolled out a set of enhanced features aimed at helping homeowners increase the value of their home through investments in energy efficiency and other green features. Related to a national Greening the MLS effort, homeowners and their real estate agents are now able incorporate a number of new energy features into the MLS systems via an innovative Energy Efficient/Green Features form. With this form, a homeowner can identify a comprehensive set of energy saving enhancements, including specific building rating information such as LEED, Home Energy Score, HERS rating, and ENERGY STAR. The form is then uploaded into the MLS system and searchable by realtors to share with prospective buyers.
A collaborative effort of organizations that include the U.S. Green Building Council’s Cincinnati Chapter, the Greater Cincinnati Energy Alliance, Green Umbrella, and Efficiency First Cincinnati, have been working with the Cincinnati MLS over the past two years to build a community dialogue around the value of energy efficient homes in the Cincinnati market. Studies from across the country have revealed that homes with energy efficiency or other green features not only save money, but have a higher average value, in some cases nearly 10% more that their non‐energy efficient counterparts.
To test its assumptions and explore options to grow the industry, the coalition convened a series of stakeholder discussions that included a diverse array of local real estate agents, appraisers, home builders, planning officials, and mortgage bankers. The purpose of this dialogue was to discuss the opportunities and challenges associated with increasing transparency of green and energy efficient homes. Out of these conversations a consensus began to emerge around the value of green homes and the group developed a series of recommendations to the Cincinnati MLS to help incorporate more green building information into the local database.
Why Add Green Features? Home energy costs typically exceed the costs of both insurance and property taxes, yet there is no easy way to report on and compare the energy use of homes. Home sellers experience similar frustrations. Those homeowners that have made investments in home energy improvements (such as insulation, high‐efficiency heating and cooling, and other energy saving measures), are often unable to recoup their investments due to the inability to effectively communicate these benefits. Incorporating this information into the MLS system is thus crucial in creating value.
Gaining Value with Green Studies conducted in markets throughout the country have shown that homes with green features have increased value, transact more quickly, and experience lower rates of foreclosure, compared to similar homes without these features. A 2012 study conducted by a pair of UCLA economists found that green labeled homes were selling for a 9% premium compared to non‐labeled homes. A 2013 study from the University of North Carolina Center for Community Capital and the Institute for Market Transformation found a 32% lower risk of default for energy‐efficient homes.
Contact: Jeremy Faust, Business Development Director Greater Cincinnati Energy Alliance 513.621.4232 x131 | [email protected]
OR Paul Yankie, LEED AP Homes, REALTOR®, GREEN CFO / Quality Assurance Designee Green Building Consulting 1401 Main St. Cincinnati, OH 45202 513.304.4120 – Cell 513.381.1470 – Office [email protected]
A lot. We totally agree that “salespeople struggle with a lack of information about their leads and manual data entry.” That’s why we got into Hubspot, 65% of their users are B2B.
Inbound for us wasn’t a new concept. Industrial marketing has always been about educating the prospect until it hurt! Engineers are our salespersons, and test trials are our free consultation. We’ve found that Hubspot clearly speaks our language and provides a great educational platform for everyone in the organization from client to an agency. It encourages public relations and product publicity. In industry, our blogs have always been articles in the technical trade journals. Application presentations at conferences. And patents. A little overkill for selling lipstick but the day to day for us.
The other thing that Hubspot and inbound marketing, in general, has given us is a solution to the first sentence. Today, you can track a hummingbird flying around your site. And when it comes back after migration. When it finally does take a sip, you’ve connected a face with a history. Slowly, they self-qualify themselves and sales engineers just might warm up to contacting them. Or at least they’ll have a much easier call when they are following up with a request. It’s light years out of the stone age with the new tracking tools.
Calculating ROI is still a problem with our clients and us. But the tools are there, and they are getting easier every day. At the most recent Inbound 2015, we learned that a typical ROI for an industrial lead was 50%. Now you’ve only recovered $500 from your $1000 investment in marketing but the lifetime value of that customer could be millions. The time is now. The tools are available. And free with Hubspot!
One thing we don’t agree with the report is that traditional display advertising in the technical trade journals is a waste. They are for most companies because they don’t realize that your investment is also an invitation to contribute editorial material to the publication. Over 50% of the companies that purchase expensive display ads never send in new product news releases or contribute an article. That’s a waste to the 32-37% that say it is. Those technical articles should be the foundation of your content.
One other thing we disagreed with is that you can hire an outside writer to develop the content. We bring over 35 years of industry knowledge to the table, and the best you can expect an outside writer to do is edit the work of an engineer that can’t put a period at the end of a sentence. 41% of inbound is written by staff the report says. When we asked one of the writing services, at Inbound, to find us an author for “die casting lubricants,” we got zero results.
One interesting thing about the report is that 83% of marketing budgets around $25,000 use inbound versus only 45% for budgets of five million. For small budgets they only use outbound 15% versus 55% for large budgets. And this is proven out by the new companies that successfully enter a market with a very low cost educational marketing plan. They write, they speak, and they become the answer guys for their industry. You can’t stand on the sidelines anymore, information is too accessible.
Something that won’t come as a surprise is that Sales thinks Marketing isn’t relevant, and Marketing thinks Sales isn’t looking for new markets. It’s still true. You can’t have a successful marketing department without some of the most experienced, insightful and visionary people in your company. Unfortunately, that’s rarely the case. They have to predict the future, and that’s very hard. Sales have and always will have their hands full dealing with applications and customers. What’s new is that the software has gotten to the point that it can help predict the future and sales training methods encourage market innovation. Mainly because it teaches sales to listen to the customer, verify their satisfaction and share their needs. It just makes good business sense that sales and marketing start rowing together. Hubspot’s training tools do that. They are designed for marketers, but they teach marketers how to make the sale, keep the customer and grow their opportunities. In one word it’s, Delight!
It’s so refreshing to have a tool that get’s it! Download the full report by clicking the image below or here.
Verizon – Very good ad with a real life photo of truckers. The message is a classic Call-To-Action with an eBook to download. Very well done.
Another great ad. Very clear headline, good photo and the copy gets right to the point about the guarantee. Directs folks to their booth and even social sharing buttons.
Starts out great with a clear metaphor of the dual nature of their business but then the copy says nothing except for a few buzz words. Sure it’s pretty much impossible to actually use a testimonial but I would like to have one. At least an actual problem solution that demonstrates their capabilities would be better. With real numbers and real results.
It’s very hard to have an attention getting ad without a human or an animal in it. It would have been better to put a fish in the glass. What is chlorsulfonated polyethylene? It’s an honest question this ad should answer.
I take it back what I said about Burke. This ad is informative and doesn’t have an animal in it. Good invitation to the product launch and a convincing story. A lot packed into a small package but it works. Good job, Crane.
Oh boy, “Settle the Fuck Down!” It’s not even a metaphor for their process. Or so complicated I don’t get it. Great photo and an easy to understand process that replaces flocculant. Why not explain it? They start in the fine print.
A branding ad with the name in the headline. Why waste the space? What does Aerostrip mean? Air-O-Strip? Strip-O-Air would be better. The copy begs for some actual detail about how it saves money and time. Is the floor mounting patented?
If you can’t say anything but your name at least show some projects. Some capacities or details of the photos would be nice.
Everything works great. I’d just like to know the guy’s name and contact info, I’m ready to learn more. The promised application examples aren’t on their web site.
Good information for applications. I guess the ad is dual purpose for manufacturing ideas and for membership. Pick one or the other, if you can.
What’s the use of such a milk toast ad? Like logos on a Nascar? At least BASF had a slogan, “We don’t make the products, we make them better.” Better off using the cost of this ad to sponsor industry association meetings. They could use it. At least their local rep could get up and say a few words.
Nice informative ad. I like the story they tell and the clear product definition and illustration.
Good basic product ad. Begs to be online with the video link. I thought I was going to get a good demonstration but instead I got a long funky web page. Still don’t understand how it eliminates a welded flange.
GlobalSpec White Paper review — ‘Taking a strategic approach to digital media: How to develop a strategy, create a budget and measure ROI.’
We’re big fans of GlobalSpec’s regular educational white papers on industrial marketing strategy. And they’re a terrific resource along with ThomasNet’s similar white papers. Here at Lohre & Associates we are advocates for our clients’ marketing situations. Often our thinking doesn’t mesh with the commonly held beliefs for general industrial marketing. That’s just the point: There really isn’t such a thing as general industrial marketing rules of thumb. We think that GlobalSpec and ThomsNet’s suggestions apply best to a company like Grainger or Motion. They are general in nature, industrial in focus, have a substantial web presence and sell lower-cost general industrial products to just about every sector. Our clients range from selling one-of-a-kind machine tools worth millions of dollars to inexpensive industrial products quickly found and sold on the internet. But those inexpensive industrial products are also unique that there’s no general media that can help them improve their sales. They’d be better off hiring another salesperson to take calls and quickly turn quotes around. So here’s our take on the top five trends in comparison to GlobalSpec’s:
Why multi-channel digital media is a myth. You can only afford to market to the channel your customers hangout at.
The top four channels engineers use are associates, previous vendors, industrial directories and search engines
For large industrial purchases, engineers still contact manufacturers before the end of the discovery stage
The majority of marketing budget still goes to sales persons
With careful consideration, thoughtful planning, and the right hacks, Pay Per Click (PPC) advertising can be a helpful resource investment alongside other marketing campaigns. Thanks to Marcel Pirlich for his PPC email this morning as inspiration.
Five core aspects of PPC:
1) Define your goals.
• What do we offer? What makes us special? Where do we offer our product? • Who is our target audience? Where are our potential customers? What do we want our prospects to do? • What is our budget? How much do we want to spend monthly on PPC? How much do we want to pay for one new customer, sign-up, etc.? The more specifically you can answer these questions, the more effective your PPC advertising will be.
2) Develop a comprehensive keyword list.
When it comes to keyword selection for startups, long-tail terms are great ones to go after. They’re highly targeted and may be more cost-efficient than more competitive terms.
The best way to do this is to understand the questions about your business and audience. Once you know broad terms related to your business, do some research to figure out some of the popular long-tail searches related to those terms. The chart illustrates different types of keywords for the different buying cycle stage: top of the funnel (research), middle of the funnel (specifications) and bottom of the funnel (buying).
3) Know your competitors like your best friend.
After identifying your goals and a solid keyword list, complete a competitive analysis — not so you can obsess over them, but so you can identify opportunities.
Do other company’s offer a strong differentiation? Are they bidding on keywords you’ve missed? How are their ads and landing pages different from yours? Asking yourself these questions can provide clarity regarding who else is in your market and what their acquisition tactics are.
4) Track your conversions right from the start.
If you can’t attribute actual leads and customers to your PPC activities, you can’t make intelligent decisions about where to cut spend (or increase it).
Overwhelming. If that’s what marketing communications has become — help is on the way!
Gone are the days when a few publications covered your industry and only the accounting department had computers. Now the biggest change is smartphones, it’s practically impossible for a company to afford programming for the small screen. There is a solution, Hubspot. Here’s a list of the advantages:
Lohre & Associates, Inc. is an Industrial Marketing Company, serving local companies and in business since 1934. We know industrial businesses, and we offer quality in-person service for Cincinnati-area industrial businesses.
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