Industrialmarketingtalk issue 37

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INDUSTRIALMARKETINGTALK
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A monthly newsletter for industrial marketing managers, from Pro-Talk,
publishers of:

Buildingtalk - Electronicstalk - Engineeringtalk
Laboratorytalk - Marketingservicestalk
Manufacturingtalk - Printingtalk - Processingtalk
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Pro-Talk websites - where buyers meet sellers
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Issue 37: 27 February 2009
Published from the UK
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Industrialmarketingtalk online:
http://www.industrialmarketingtalk.com
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IN THIS ISSUE:
Jackie's message
[1] We have the space, we know you have the material
[2] The Long View: what is page rank?
[3] Effective and inexpensive route to market
[4] First video content on Processingtalk
[5] In prosperous periods promote tactically...
[6] The commodity of information
[7] Exhibiting or visiting Achema?
[8] Landmark event for the process sector
[9] And there's more!
[10] Competition: win something useful?
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Hello!

Sitting here in Pro-Talk's Highland 'office' (where winter doesn't
normally take us by surprise) it's been a little amusing listening to
the reports from the 'south' and the chaos the snow created recently -
still, at least it kept the doom and gloom mongering off the
headlines, if only for a short while.

During this time I had a very pleasant email exchange with Peter Mann
of Buzz Associates (http://www.buzzassociates.co.uk) about how lucky
we were being able to work from home. Between us we compiled a list of
advantages, and I thought I'd share them with you - of course you'll
be welcome to email me with some of your own - ours are in no
particular order:

No commuting
Never late for dinner
Watched the children grow up
Weather not an issue
Work as long as I like
Can have favourite radio station on all day (Peter prefers Radio 3,
I'm a Radio 4 addict)
No politics
Not disturbed by water cooler chat
The wonderful view from my office window
Decent coffee (as opposed to that stuff from a machine)
Having the heating set to the temperature that's comfortable to you

And the disadvantages? We're still considering those - but so far have
a blank page. If you'd like to comment do email me...

Naturally, working from home doesn't mean that you are totally out of
the loop when it comes to communicating with colleagues and clients,
these days, apart from email and the phone, there are other vehicles
like MSN Messenger type applications, and web conferencing.

I've recently been investigating the latter and have found these
providers (amongst the very many out there - what a minefield!):

http://www.dimdim.com - dimdim gives you up to 20 attendees for free.
http://www.adobe.com/uk/products/acrobatconnectpro/?sdid=DYMWP
- free trial available. Cost dependent on usage.
http://www.webex.co.uk - free trial available. Cost dependent on usage.
https://www.yugma.com - free for up to 20 attendees.

But does anyone know which provides the best options, and most cost
effective service? If you are using a web conferencing service please
let me know your experiences, good or bad, and I'll publish them here.
I'd appreciate some pointers.

Finally, back to Peter Mann, to say thanks for suggesting the book for
this month's competition! (See item 10).

That's it, see you in March!

With kind regards,
Jackie
mailto:jackie.west@pro-talk.com
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[1] We have the space, we know you have the material
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Jackie West writes:
We've all been there - the man who signs your pay cheque wants his
name 'in lights' - but we all know the chances of getting a release
announcing that your particular 'big cheese' has been promoted (or
worse won a golf tournament) stands little chance of being published,
let alone pushing prospects to enquire about your products or
services. Forget about 'creating awareness' from this type of material
(I know, I know - it's what we've had drummed into us) - this subject
matter just provokes a big 'so what!' by the reader.

Isn't your time is better spent pushing out releases on existing as
well as new products, or services (you can tell your 'big cheese' this
from me). And, in this time of tight budgets, and diminishing
revenues, we need all the help we can get in securing, firstly that
all important hot lead, and secondly your sales team converting that
lead into a sale. And, thirdly, if you all do a good job
maintaining a satisfied customer you'll be reaping the rewards of
continued business (if that's what you want).

So, how can you start addressing the first step - hot leads?

Here's how: review your current product range, start writing and
remind people of what you have on offer. It doesn't matter if the
product is five years old - if it remains in your portfolio then it's
there to be sold (isn't it?). Go for it.

Look at technical information sheets, wall charts, How To Tips,
maintenance schedules, Eco aspects of your products, etc, etc. What
about that cd/dvd you had produced twelve months ago, how many have
you got still sitting on the shelf? Only 50? Then you've got
a limited offer for the first 50 people who apply - gather their
details and follow-up. In our experience you'll receive more leads if
you offer something tangible.

Why not produce a Q&A sheet by sitting down with one of your technical
people, and produce something short, snappy, and...err..helpful to
your prospective customer? Put yourself in their place, or even better
phone a few existing customers and see what sort of additional
material they'd like to receive from your company (better PR than that
'big cheese' press release!) - what would help them do their job
better when using your products or services...produce it, send them a
copy with a big thank you, and then push it out.

What I'm saying is that for your chosen Pro-Talk site to work hard for
you, you need to provide our editors with this type of information for
the reader (who is after all your prospective customer). The editorial
team will take your material and optimise it for the search engines
ensuring the buyer can easily find and follow-up.

If you're unsure about any item you'd like to submit call us and
discuss we're always happy to guide you.

Let's work together in 2009 and make this a bumper year for sales
leads despite all the doom and gloom, and make a pact that none of us
write any further 'vanity' releases.

As for converting leads and retaining customers - well, that, I'm
afraid is down to you...although next month I'll include some articles
which may give you some inspiration.
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> Talk to our editorial team:
+44(0)207 970 4920
Email the editorial team:
mailto:lyndon.white@pro-talk.com

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[2] The Long View: what is page rank?
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... and how does it affect my online presence?

If you are unfamiliar with the term, Page Rank can be explained very
simply. Search engines such as Google rate websites by their relevance
to the search terms used by people when they use these search engines
to find things.

The order in which search results are displayed is very much down to
Page Rank, which is basically the importance of that page in the eyes
of the search engines. As a business with an online presence, you
obviously want to make it as easy as possible for your potential
customers to find your website.
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> Continue reading Andrew's article at http://tinyurl.com/afthd8

> Recommended further reading at:
http://tinyurl.com/bvwjq5 - with a link to Google's webmaster
checklist. You can receive an informative email every day, it's free - covering
online marketing hints, tips and extremely good advice:
http://tinyurl.com/5gq99c

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[3] Effective and inexpensive route to market
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Whether you're promoting a product or service, attending/organising an
exhibition or seminar, or have a new catalogue or wall chart to
distribute, Pro-Talk's Extra email newsletters will provide you with
an effective and inexpensive route to market, perfectly complementing
your other marcomms activities...
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> More information and theme issues at http://tinyurl.com/azblfh
Call us to discuss +44(0)207 970 4941

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[4] First video content on Processingtalk
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The use of video on Pro-Talk sites is coming on leaps and bounds, says
Russ Swan. February saw the addition of the first video content on
Processingtalk, with movies from Mono Pumps and Sierra Instruments.
The Mono story shows a very fast pump de-ragging technique, taking
only two and a half minutes compared to the several hours needed for
conventional equipment. The Sierra video is an animation showing the
benefits of the company's flow measurement technology and the much
shorter pipe runs it requires. Both are terrific examples of how a few
minutes of video can tell a story far better than words and static
pictures alone. See for yourself:
http://www.processingtalk.com/news/mon/mon169.html

http://www.processingtalk.com/news/sii/sii124.html

February also saw a video experiment on Laboratorytalk: the week's
news in pictures, compiled into a short and entertaining video. Not
only is this film hosted directly on Laboratorytalk, it also appears
on the blog, the Laboratorytalk Youtube channel, and its Facebook
page. This movie is a great example of a slideshow video, where still
pictures are animated and assembled with a voiceover, and shows the
potential of this method to create video without any actual video
footage.
http://www.laboratorytalk.com/newsletters/issue_379.html
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> The creation and hosting of slideshow videos is one of the services
available on any Pro-Talk site. We can also take raw unedited video
footage and turn it into a professional short movie, and even help
with the filming. Contact Russ (mailto:russ.swan@centaur.co.uk) for
further information on content creation, or any member of the sales
team to have video services added to your package.

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[5] In prosperous periods promote tactically...
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...in down times promote strategically.

Economists are unanimous that regardless of what governments do it
will take time, a lot of time, to rebuild faith in financial
institutions and rejuvenate the economy.

The sudden realisation that the emperor had no clothes and magnitude
of the financial crisis is only now being fully addressed...
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
> From the desk of Andy Marken, continue reading
at: http://tinyurl.com/cyyqtn

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[6] The commodity of information
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"A long time ago in a place not far distant from central London, I was
being lectured about the nature of treason. What, I was asked, did the
traitor see in the mirror each morning as he shaved? Traitor or
patriot?..."
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> Continue reading this article at http://tinyurl.com/cz2ncp
Charlie Laidlaw is a former intelligence officer with the Security
Service (MI5). He now runs his own marketing communications agency,
David Gray PR, which specialises in all aspects of the build
environment and believes that many firms, particularly smaller firms
worried by the credit crunch, are missing the marketing point.
mailto:charlie@davidgrayp.com
Phone: 01620 844736

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[7] Exhibiting or visiting Achema?
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Editor Russ Swan, together with Andy Long will be attending the Achema
show in May - in fact we have a stand at the show! It's in hall 4.2,
stand number M1. You'll be most welcome to visit them during this
time, or if you'd like them to visit your stand please contact direct
to make arrangements.

If you'd like complimentary day tickets do ask Russ/Andy they have a
limited amount available.

Don't forget to send Russ your pre (and post!) show product
releases.

Plus! Laboratorytalk Extra is producing an Achema special issue on the
29 April - contact the team to book your slot (and ask about series
discounts...)
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
> Contact Russ on mailto:news@laboratorytalk.com
Contact Andy on mailto:andrew.long@pro-talk.com
If you are contacting either of the above about meeting at Achema
please add this to the subject line of your email.

> Laboratorytalk Extra: Achema special - call +44(0)207 970 4941 to
book your entry.

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[8] Landmark event for the process sector
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Process Engineering Live is the landmark event for the process sector
and offers the opportunity to meet the industry's leading suppliers,
all under one roof and discover the most innovative solutions to
optimise your plant operations.

Over 50 suppliers will be representing all sections of the process
industry, this is your opportunity to engage with top industry
specialists who can discuss the best solutions tailor-made to fit your
requirements and help you achieve your objectives for 2009.

FREE Conference Programme: all visitors to the Show have the
opportunity to reserve a space on the FREE Conference Programme. The
Conference sessions will focus on four critical themes in the process
Industry today; Energy and Environment, Process Improvement, People
and Skills and Asset Management...
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
> Read more at: http://tinyurl.com/cauy7w
To attend the show FREE register today at
http://www.processengineeringlive.co.uk

> There is still time to get involved, if you would like to book a
stand or sponsorship opportunities please do not hesitate to contact
Neil Simpson on 0207 970 6546 or email
mailto:neil.simpson@centaur.co.uk

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[9] And there's more!
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* Looking for promotional items? For a full range of merchandise visit
the SVC Creative website.
http://www.svccreative.co.uk

* The BPMA will launch the second course of their new academy later
this month. The current course has 63 candidates from the September
intake which covers both the distributor and supplier chain and has
been well received by the industry...
Find out more at http://tinyurl.com/bp8583
or visit their website http://www.bpma.co.uk

* The theme of the BIG conference in 2009 is B2B Research: New
Dimensions, and it will take place again at the popular Marriott St
Pierre in Chepstow, from Wednesday 13th - Friday 15th May...
http://tinyurl.com/d5q7jm

* Free Online Workshops: each Thursday morning IRun Business Solutions
have live on-line a seminar/workshop on a one aspect of internet
marketing. Each seminar is presented by an expert in the topic. The
presentations are informal, free to attend and have a question/answer
session at the end.
http://www.irun-bedford.co.uk/Resource+Centre/Workshops

* Media Packs for Pro-Talk sites - click to download:
http://www.buildingtalk.com/buildingtalk-mediapack.pdf
http://www.electronicstalk.com/electronicstalk-mediapack.pdf
http://www.engineeringtalk.com/engineeringtalk-mediapack.pdf
http://www.laboratorytalk.com/laboratorytalk-mediapack.pdf
http://www.manufacturingtalk.com/manufacturingtalk-mediapack.pdf
http://www.printingtalk.com/printingtalk-mediapack.pdf
http://www.processingtalk.com/processingtalk-mediapack.pdf

* Overview of Pro-Talk's Sales Lead Service:
http://www.pro-talk.com/sales_leads.html

* Search for b2b marketing jobs
http://tinyurl.com/6x238o

* Search for a conference in your sector
http://tinyurl.com/5873qa

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[10] COMPETITION: win something useful?
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Congratulations to Keith Reeds of GB Innomech Ltd who won the
January competition, by correctly answering the question "What else do
the 'monkeys' have on offer?" (MailChimp, of course!). Keith wins a
copy of 'Marketing on a Beermat' written by Beermat Entrepreneur Chris
West. Thanks to everyone who entered.

This month you've a chance to win: 'Marketing Strategy' by Paul
Fifield. "This book strips away the confusion and jargon that surround
what ought to be one of the most straightforward areas of modern
business."

And the question: "What's Peter Mann's company called?"
(The answer is up there....)

Answers via email, by 15 March, please.
Winner to be announced next issue.
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Competition entries to mailto:jackie.west@pro-talk.com
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Next issue of Industrialmarketingtalk: 27 March 2009
Want to contribute? mailto:jackie.west@pro-talk.com
Deadlines for contributions: 15 March 2009
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