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You get calls and letters every day from people wanting you to use their ad agency, their direct mail program, their p.r. or marketing firm to promote your business. It seems everyone wants you to spend your money to communicate to your prospects and customers. But what's the best method for you?
A few months ago at the AGMA management seminar, I was surprised by the feverish note taking that went on at a presentation on marketing. The sight reminded me that while many of us in the gear industry are good engineers, designers, and mangers, we are often not as familiar - or comfortable - with less concrete concepts, such as marketing.
In this issue's column, Joe lays out the basic truth for most manufacturing companies: If you're not moving forward, you're falling behind.
Going to IMTS? Beware. It's easy to make any number of common mistakes that can turn your productive buying trip into an expensive bomb.
Okay. You've been convinced. You've gritted your teeth and decided to spend the money to launch a company Web site. Everybody from your teenage propeller-head to the girl in the mail room and the salesman in the flashy suit who gave you "such a deal" on Web site services has promised that your site will be the best thing that's happened to your business since the advent of CNC machines.
The whole point of a trade show is to get leads that will turn into sales. No matter how attractive your booth was, no matter how smoothly the setup and the show ran, no matter how many visitors you had at your booth, if your presence at a show didn't net you any sales, then your considerable investment of time, money, and effort has been wasted.
Countless research studies confirm this fact: Companies that advertise aggressively during a recession will flourish after the economic tide turns. Regardless of company size, effective advertising generally requires the services of an agency, and under current economic conditions, you may need one now more than ever. The question is, how do you go about getting the right one for your company.
Organizing a successful trade show exhibit is not unlike running Operation Desert Storm. The logistics can be a nightmare; the expense, horrendous; the details, mind-boggling. About the only thing you won't have to cope with is having someone fire SCUD missiles at you.
Standards are unlike gears themselves: mundane, but complex, ubiquitous and absolutely vital. Standards are a lingua franca, providing a common language with reference points for evaluating product reliability and performance for manufacturers and users. The standards development process provides a scientific forum for discussion of product design, materials and applications, which can lead to product improvement. Standards can also be a powerful marketing tool for either penetrating new markets or protecting established ones.
ISO 9000 is the latest hot topic in marketing and manufacturing circles. Everyone seems to be talking about it, but few seem to understand it completely. depending on whom one talks to, it's either the greatest thing to hit industry since the assembly line, another cash cow for slick consultants, a conspiracy on the part of Europeans to dominate global markets, or the next necessary step to compete in the global economy of the twenty-first century. It may be all of the above.
A change has taken place within the industry that is going to have an enormous effect on the marketing, sales, and purchasing of gear manufacturing and related equipment. This change was the American Gear Manufacturers' Association, first biennial combination technical conference and machine tool minishow.
At the next meeting of your association's marketing committee, notice what happens. The rate of taking notes increases dramatically when the market analysis and international trade trends reports begin. Even with the handouts to match the overhead projections of numbers, the audience's pace is furious. This is vital, apparently hard-to-come-by information, and no one wants to miss out. Almost all of the information comes from one source, yet the data offered is only one small dip from an enormous treasure chest - the U.S. Government.
Like many businesses in this economic cycle, the IMTS marketing team is forced to look for clever ways to make a profit.
When it came to picking a personal favorite booth at Gear Expo, AGMA Vice President of Marketing Jenny Blackford donned her proverbial TAG Heuer watch and embroidered silk apron and decided to keep her allegiance neutral.
News Items About marketing
1 Parillo Joins Star SU as Director of Marketing (June 22, 2012)
Mark Parillo has been appointed director of marketing at Star SU, LLC. In his new position, Parillo will be responsible for the developme... Read News
2 GKI and Escofier Announce Marketing Agreement (July 22, 2013)
GKI Incorporated, Crystal Lake IL, and Escofier, Chalon-sur-Saône France, have announced a marketing agreement for Escofier’s... Read News
3 Sandvik Appoints VP Marketing and Communication (August 23, 2013)
Björn Roodzant has been appointed vice president marketing and communication at Sandvik Coromant. He takes over from Jessica Alm, wh... Read News
4 Sandvik Appoints Key Marketing Position (June 20, 2012)
Sandvik Coromant is pleased to announce the appointment of Ester Codina as the company's new marketing and communications manager, ma... Read News
5 U.S. Gear Tools Appoints Sales, Marketing Manager (May 19, 2010)
Mike Callesen has joined U.S. Gear Tools as sales and marketing manager. Callesen has over 30 years experience in the sales and applicati... Read News
6 Bison Appoints New Vice President of Sales and Marketing (April 2, 2006)
Bison Gear and Engineering announced that John Morehead has been appointed vice president of sales and marketing. Morehead was previo... Read News
7 Star SU Acquires Marketing and Manufacturing Rights for Bencere Products (April 12, 2006)
Winco Industries has acquired the marketing and manufacturing rights to a patented series of padded adjustable reamers and fine boring to... Read News
8 Röhm GmbH Appoints Damiano Casafina Head of Sales and Marketing Worldwide (March 29, 2017)
Röhm GmbH, parent company of Röhm Products of America, appointed Damiano Casafina as the new head of sales and marketing worldw... Read News
9 Hydrotex Hires Director of Product Marketing (January 7, 2014)
Donna Loftus has been hired as the director of product marketing at Hydrotex, a manufacturer and distributor of high performance lubrican... Read News
10 Arrow Gear Appoints Klein VP of Sales and Marketing, Guggenheim VP of Operations (April 1, 2015)
Arrow Gear Company recently announced the appointment of Kerry Klein as vice president of sales and marketing and Mark Guggenheim as vice... Read News
11 Doug Glenn Appointed Seco/Warwick's Director of Sales and Marketing for North America (April 6, 2015)
Seco/Warwick Corporation recently announced the appointment of Doug Glenn as the North American director of sales and marketing.“Do... Read News
12 Cleveland Gear Names Edward McTernan Vice President of Sales and Marketing (March 27, 2015)
Cleveland Gear recently named Edward McTernan the vice president of sales and marketing. McTernan was formally product manager for the m... Read News
13 IMA Announces Cindy Tomei as Vice President for Membership and Marketing (December 30, 2016)
The Illinois Manufacturers' Association (IMA) recently announced the hiring of Cindy Tomei as the new vice president for membership a... Read News
14 Kitagawa NorthTech Names Kevin Bennett Vice President of Sales and Marketing (February 6, 2017)
Kitagawa NorthTech, Inc. has named Kevin Bennett Vice President of Sales and Marketing. In his new post for the company, Bennett will be ... Read News
15 Marposs President Receives Prestigious Marketing Award (January 31, 2005)
Stefano Possati, president of Marposs S.p.A., received the News Digest Marketing Award for 2004. The award was presented to Possati by... Read News
16 Ikona Announces Marketing Agreement with Bronte Engineering (April 25, 2006)
Ikona Gear International announced signing a letter of intent with Bronte Engineering Technologies Ltd., a U.K.-based engineering and man... Read News
17 Surface Combustion and Air Products Announce Joint Marketing Strategy (February 3, 2005)
Surface Combusion and Air Products & Chemicals have entered into an agreement in which both companies will jointly market their product l... Read News
18 Mahr Hires Director of Marketing and Customer Service (January 21, 2016)
Mahr Federal has named veteran communications professional J. Robin Palermo as Director of Marketing and Customer Service. Headquartered ... Read News
19 Kitagawa NorthTech Hires David Hawking as National Sales and Marketing Manager for North America (April 9, 2015)
Kitagawa NorthTech recently announced the hiring of David Hawking in the company’s newly created post of national sales and marketi... Read News
20 Abtex Announces Jason Saner as Corporate Vice President of Marketing and Sales (July 8, 2015)
Abtex Corp. recently announced that Jason Saner has been promoted from Group Manager of the company’s Systems Group to corporate vi... Read News
21 Solar Atmospheres Names Keith Reim as New Corporate Marketing Manager (October 20, 2014)
Keith Reim recently joined Solar Atmospheres as Corporate Marketing Manager. Reim was formerly the Marketing Manager of an industrial aut... Read News
22 Mico Names New International Sales and Marketing Consultant (November 24, 2008)
Mico Incorporated, a designer and manufacturer of hydraulic components, controls and brake systems, recently announced that Nigel Jenni... Read News