Wednesday, November 26, 2014

What is your corporate culture?

Your corporate culture exists whether your management acknowledges it or not.  A great corporate culture is an extremely important element to success.  How can your customers love your company if your employees do not.

I have learned a lot about the importance of corporate culture from listening to the audio book "Delivering Happiness" by Tony Hsieh, CEO of Zappos.

In the book, the authors talk about their culture and why people love working at Zappos.  I am very fortunate to work for a company that also has a fantastic corporate culture, WTWH Media LLC, parent company of Fluid Power World.  The management team here has carefully created that culture and we employees help to perpetuate it.

Customer service is one of the foundations that helped to build Zappos and the same philosophy of excellent customer service exists here at WTWH.  That is one of the reasons why I love working here!  Loving your job helps to fuel your passion to serve customers.

Tuesday, November 25, 2014

Impressions, clicks, visits, sessions ... what does it all mean

If you have read my blog posts in the past, you know that I have been around business-to-business media for a long time.  No, I am not going to refer to the good old days of all print.  We have changed and evolved.

At one time, advertisers wanted brand awareness and some sales leads from reader service cards.  That went on for a long time.  Today's integrated advertising packages includes brand awareness, impressions, clicks, stickiness, and more.  But, what does that all mean?

An e-newsletter can have an open rate of under 20% and that is very good.  A banner ad can have a click through rate of less than 1% and still be very good.  Some advertisers judge the effectiveness of their advertising program through the traffic on their website.  Some go by total leads, still others by a combination of factors.

I remember a research report by Harvard Business Review that looked into the effectiveness of business-to-business advertising and the result can be summed up by the following statement.  The right message, sent over the right media, with frequency, will produce results in terms of increased brand awareness and sales leads.

That still holds true today whether you measure by readership, inquiries, clicks, impressions, or just instinct.  It still works.  If your company sells fluid power components and related products, I can help you.  Give me a call at 408-769-1188 in Cleveland, Ohio.

Monday, November 24, 2014

Can I send you a media kit for 2015?

If I have not done so already, can I send you our 2015 Media Kit for Fluid Power World?  If your company is interested in increasing brand awareness next  year while generating sales leads, then you will really need to see our entire kit to get a handle on all of the opportunities available.

We truly have so much to offer that you should really take a look at the many opportunities we have in print, online, e-newsletter, e-blast, and content marketing.  Let's put together an integrated advertising package that will work for your company in 2015

Michael Ference

Friday, November 21, 2014

We Will Cover Mobile in 2015

All segments of fluid power are very important to industry, including pneumatics, mobile hydraulics, and industrial hydraulics.  You might even consider hose, fittings, and assemblies another major segment.  We at Fluid Power World will cover all of these industry segments with our feature articles, application stories, and product reviews in 2015.

Our mobile hydraulics industry coverage will feature Mining Applications in February, Agricultural Applications in April, Construction Applications in October, and Agricultural again in December.  Of course, mobile markets are big users of hydraulic components.

It is our plan to provide our audience with the most useful content available about the components and systems that move heavy loads on the construction sites, on the farms, in the mines, and everywhere that brute force with precise control and reliability is needed.

So, if your company sells mobile hydraulic components, we can help you to increase your brand awareness and generate sales leads with our print editions, digital editions, websites, e-newsletter, and custom media.

Just contact me at and I will help you to reach this huge market and grow your business in 2015.

Thursday, November 20, 2014

The Grand Del Mar in March ...

... who wouldn't want to go.  That is the site of the 2015 NFPA Annual Conference.  If you have ever been to one, you know that it is well worth the time no matter where it is located.  The Grand Del Mar near San Diego is just a bonus.

This is the annual event where leaders from across the entire fluid power industry, including manufacturers, distributors, and suppliers come together to build and renew business relationships.  There are a variety of events planned that include formal meals, breaks, and networking opportunities.

A lineup of speakers are scheduled who will refresh and renew our business perspectives as they relate to the industry and markets served.  A schedule of events will fill your days with activity, information gathering, and fun.

Mark your calendars for March 11-13, 2015.  I know that we have not even reached Thanksgiving yet let alone Christmas and New Year's Day, but now is time to plan your attendance.  For more information, visit the NFPA website.

Wednesday, November 19, 2014

We have a lot to be thankful for ...

Just think of all of the many blessings in your life.  We have a lot to be thankful for and it transcends just this time of year.  We are constantly made aware of so many negatives by the news.  The positives greatly outweigh the negatives.

In business, I have a lot to be thankful for and it starts with you the customer.  Thank you for the opportunity to work with and for you in 2014.  Partnering with customers is what we do best at WTWH and it is a privilege to partner with you our customers.  Thank you for that opportunity!

I look forward to the opportunity to partner with and serve you in 2015.  Please contact me for advertising solutions at

We have many great media options and opportunities available to help your company to grow your brand awareness while generating sales leads.  It all starts with your products and message and results in increased sales and market share.

Tuesday, November 18, 2014

Never Too Busy ... for Customers

I have not been posting a lot on this blog lately.  It is because I have been swamped trying to provide the very best service possible to all of my customers and prospects.

I have discovered that the same is true for them.  As much as I feel that my messages are important, I understand that my customers and prospective customers are very busy also and that I need to be patient.

Our products including Fluid Power World, Design World, and our digital network, are fantastic.  When I am so fortunate to have the customers' time to present our opportunities, I am always well received and I am grateful for that.

If your company sells fluid power components and related products, let me put together a great advertising program for you for 2015.  Just let me know at this e-mail.