Michael Ference Fluid Power Marketing

This is the last day of 2015.  Thank you to everyone who has read my posts this year, I really appreciate it. I look forward to digging deeper for content in 2015 so that I can share fluid power stories and news. If you have any thoughts or tips about content, please send them my way. In the mean time, have a very safe New Year's Eve and a great New Year!

Social Media has really increased its presence in business-to-business advertising this year.  Most fluid power companies are active with Twitter, Facebook, and LinkedIn. These are great channels to stay in touch with customers and colleagues, gather new information about products and services in the marketplace, and make new connections.  One key factor about all three is consistency.  In order to grow your network, you need to work at it on a regular basis. I have been using social media this year to share information and news about fluid power technology, the industry, and marketing in today's environment.  It would be great if you would "like" my page . If you are a LinkedIn user, I would like to connect with you there too.  This, too, is a great place to stay in touch and meet new contacts in the fluid power industry.  If you would like to connect, please send me a request. 2015 should be a great year for social media and busines...

Energy efficiency is a common objective of machinery and equipment manufactured in today's industrial environment.  Fluid power systems by their very nature are a combination of efficient and rugged. In his latest article found on our Mobile Hydraulic Tips website, Environmental considerations for fluid power system design  , Contributing Editor, Josh Cosford makes some excellent points about energy efficiency considerations of fluid power systems. My two key takeaways from this article are that 1) leakage is a primary offender, and 2) system efficiency is available through proper component selection.  Leakage has always been a concern for users of hydraulic systems but components have made great strides in minimizing leakage.  In this way, our industry is indeed addressing environmental "green" concerns. In addition to advances in leakage control, component manufactures across the board have continued to build efficiencies into their fluid power pro...

We at Fluid Power World have a full schedule of webinars planned for 2015.  It all starts with our Proper Hose Assembly Guidelines in January.   WTWH Webinar series enables the supplier communities to work with editors on preparing and delivering both editorial and custom content in a live interactive format. WTWH Media has developed a 2015 webinar schedule and invites suppliers to share their experiences and expertise to help professionals better understand technology or product related issues and challenges. WTWH editors will select a limited number of manufacturers to participate on each webinar.   Sponsorships are available up to 4 per webinar. For a unique specified supplier topic, WTWH will assign an editor, coordinate, promote and record the event.   Fluid Power World will assign a technical coordinator and moderator for assistance, guidance, and practice sessions. All webinars are recorded and emailed t...

I have been writing about a book by Jill Konrath titled SNAP Selling.   I have been listening to the audio book to get some advice from the author so that I can share it with others. The P in SNAP Selling stands for priorities and the author reminds readers to know and understand the priorities of their "frizzled" buyers so that they can better serve them.  In this book, Jill often refers to buyers as "crazy busy."  Based on my experience, this is true, most buyers are quite busy and that is why we, as sales professionals need to understand their priorities. As salespeople, we often think that our priorities are important to the customer.  Sometimes they are.  But the priorities of the customer is always important to them, especially the "crazy busy" ones. We have very clear priorities at Fluid Power World and that is to serve our customers in the ways they want and need to be served.  If you would like to lean more about how, please contact ...

On our website, Fluid Power World , we include updates on the fluid power industry as supplied by the National Fluid Power Association.  The encouraging news is that the month of October 2015 was a good one for fluid power component sales.   Click here for the report . Any and all success for our industry is good news for component manufacturers and distributors.  It is good news also for buyers because increased sales of components usually means increased sales of machinery. At Fluid Power World, we reach out to our advertisers and our audience for success in 2015.  We do that through excellent fluid power content sent to an audience of fluid power engineering professionals.  Please check out this report and while you are on our website, please visit our magazine and subscription pages and sign up for our great content.

What more can I say about that title other than useful information is useful.  If it is useful to our audience @FluidPowerWorld, then it should be useful to the customers and prospects of fluid power component manufacturers.   If the information is determined to be useful on a regular basis by an audience of a magazine, website, e-newsletter, or custom communication, then your sales message, when included within the information, stands the best chance of having an impact. At Fluid Power World  we have some excellent fluid power information of interest to fluid power buyers.  In 2015, include your message with our useful information and increase sales and market share.

In 2015, we will cover all of the major markets where fluid power is the driving force.   Mining applications need safe, reliable force that can be adapted to tight and harsh spaces.   Fluid power answers the call and we will review a specific mining equipment application in our February issue. One of the top three markets for pneumatic components is automation equipment.   In our upcoming February 2015 issue, that will be the focus as we review specific applications where air power is used to make manufacturing and assembly easier and more reliable. On the in-plant side, industrial hydraulics continues to be a best design choice for many plant applications.   In this issue, we will highlight how hydraulics are most effectively used in energy applications.   In addition to our feature articles, our readers will be able to learn from a variety of great departments that review energy efficiency, maintenance, safety, training, and much more.   D...

I know that it is not the end of 2014 yet and we are indeed still working on our January 2015 issue of Design World and Fluid Power World.  With that being said, I still want to tell you about our upcoming February 2015 issue. In a nutshell, it will be packed with great fluid power content from cover to cover.  It starts with our coverage of a very important mobile hydraulics market, that being mining equipment.  In this section, we will review a transport vehicle and how the hydraulic systems make it very reliable.  For more information on all mobile hydraulic applications and components, refer to MobileHydraulicTips. We pick up with Pneumatics in Automation, a top-three pneumatics market.  In this feature, we will review the benefits of using pneumatic systems to make automation simple and reliable.  For additional content on pneumatics, you can refer to PneumaticTips right now. Energy is always going to be a big concern and in our Februar...

The A in SNAP Selling by best-selling author, Jill Konrath, stands for align.  She advises sales people to always align business objectives with core beliefs.  Its about making people want to work with you. It helps to represent a company that falls in line with your own personal core beliefs.  Selling what you believe in gives you an advantage.  Being able to align your goals with the goals of your customer is a formula for success. It doesn't take long for a buyer to realize that you are only in it for the quick sell and not really concerned about their long term business strategy and success.  Therefore aligning with your customer's needs is a key to excellent sales strategy. In the fluid power supply chain, having direct sales representative and distributor sales people representing your products is a great way for fluid power component manufacturers to align with customer needs and strategies.  Having a sales force that understands the custo...

Be i N valuable is what author Jill Konrath advises in her book Snap Selling .   Since modern buyers are overwhelmed on the job, a salesperson needs to be a unique resource to their clients. Wow, I love that one.  Knowing all about your customers and being an expert on their core business is essential for success today.  It takes time and study to be an expert on any subject and one of the keys to making that impression is that it must be genuine.  You cannot fool your customers for very long, if at all, so don't even try to. Today, Fluid Power World   is an expert source of fluid power information to the marketplace.  We have relevant content delivered to an audience of engineering decision makers.  Our websites and e-newsletters take the message even further. I would like to work with your company for success in sales, increased market share, and strategic brand awareness in 2015.  Whether I am an expert or not, I can offer you expert...

You may have heard the term KISS when it refers to sales.  It stands for Keep It Simple Salesman and I first heard it on an audio program from the late Zig Ziglar.  That is good advice for sales professionals and it still applies as much today as ever. I just started listening to another audio program by Jill Konrath titled SNAP selling and, what do you know, the S in SNAP stands for Simple.  Jill advises sales professionals to keep it Simple.  Today's buyers are so busy and it makes sense to make your sale message easy to understand. I like what I have heard so far and will be posting more about this audio book.  If your company sells fluid power components, keep your message to your end users, OEMs, and distributors simple. Make it easy for them to buy from your company.  One way to make your message clear and easy to understand is by sending us your product information so that we can post it on our websites including Mobile Hydraulic Tips ...

Leadership in Engineering is our focus for January 2015 at Fluid Power World and Design World .  Our readers will be receiving a fantastic resource for engineering leadership with our January 2015 issue. Not only will this issue be full of great engineering articles and ads but all of our advertisers will be profiled in this issue as well.  If you are a reader, you will want to make sure to look for and keep this issue.  If you are an advertiser, you will want to get your ad space reserved and Profile Page put together. All companies are leaders in some aspect of their business.  Our January Leadership Issue calls attention to that leadership in our many profile pages included. Even though the issue is mailed and delivered via e-mail in January, it is a keeper for the whole year.  Where else can an engineer get this much information about prospective suppers in open place?   If you would like more information about our January Lea...

Page views, clicks, CTR ... I have written about it all before.  It is all good because now there are many ways to get your sales message out to the audience you want to reach.  There are also many ways to measure the effectiveness of your ads. While analytics tell the science of the subject, they don't really tell the art of it.  If you are an advertiser and you are trying to reach a target audience with your sales message, I believe it is most important that your message reach that audience. A very targeted magazine, such as Fluid Power World , reaches an audience of fluid power buyers and specifiers, a key audience for any marketing of components.  The content is 100% fluid power, again a key indicator for success for your advertising message.   I still believe that your ads are best seen in a targeted magazine. On the digital side, we have may more measurement tools at our reach for measuring the "effectiveness" of your ads.  We can tell yo...

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 cus...

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...

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 mference@wtwhmedia.com

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 increas...

... 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 ...

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 mference@wtwhmedia.com 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.

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 .

You probably know this but, Blaise Pascal is the French mathematician, physicist, and inventor whose famous law describes the fundamental principle that gives fluid power its force multiplier.  Many view him as a founding father of fluid power.  Thank you for that Mr. Pascal. Now he is helping us again.  The Pascal Society of the National Fluid Power Association will combine the financial and volunteer contributions of companies across the supply chain to create a similar effect for the fluid power industry. Education and innovation are extremely important contributors to the future success of fluid power.  The Pascal Society will provide a way not only to increase support of fluid power education and research activities but, through a connection with the Center for Compact and Efficient Fluid Power, the Society will increase the number of productive partnerships between industry members and universities. Read all about it in the October issue of Fluid...

On this Veteran's Day 2014, I respect and thanks to all veterans who have served our country.  Through their bravery and dedication, we enjoy freedom in the U.S.  Thank you veterans!

In the engineering field e-books are very useful because they provide specific content to design engineers and maintenance professionals who use the technology described. Tech Tips combine editorial content with your own content to produce a custom online optimized interactive PDF e-book. WTWH works with you to utilize exisiting technical content focused by topic to create a unqiue co-branded vehicle for lead generation & brand recognition. We hava a wealth of fluid power content that we can combine with your expertise to produce a very useful and informative e-book.  Our editors have the expertise to optimize the content in your favor. Technical content is promoted across appropriate networks and social media outlets to drive download traffic. Customize lead information and year long promotion is part of all Tech Tip programs.  Not only is the content useful, it is put into the hands of your prospective and existing customers. D...

... and Other Secrets to Success, One Relationship at a Time by Keith Ferrazzi and Tahl Raz When I read a business book that gives great advice, I like to share it.  This is an example of one.  In it, the authors talk about Turning Connections Into Compatriots, Connecting in the Digital Age, and one of my favorites The Algebra of Trust. It goes like this GENEROSITY + VULNERABILITY + ACCOUNTABILITY + CANDOR = TRUST  This is in regard to creating content for places like blogs and social media.  The authors make many great points in this book and I strongly recommend it for anyone in business today.  In fact, there are many useful tips for everyday life too.

In the age of content marketing as a means for telling your company's stories about products and services, video is a great medium for getting that done.  In my experience in the field of fluid power, I have realized that some products just need to be explained in order for prospective buyers to grasp the value of the given products. For all products and services that are new or different, video is a great way to demonstrate how and why you can add value to your customers.  Even for standard traditional components, the use of video serves as a reminder of the need for your given products. Here is a link  to our video section on Fluid Power World .  I invite you to visit and browse through some of the fluid power videos offered there.  Some are done by our video team here at WTWH Media and some are supplied by the companies involved.  Either way, we can help you to share your story.  Please contact me for more information.

This is the time of year that preparation is a real big deal.  We are preparing for Thanksgiving, preparing for Christmas, and preparing for a New Year.  Those are all very important in our personal lives.                                 In business, we are preparing for Success in 2015.  Based on what I have learned from the NFPA economic update last week, we have good reason to prepare.  It looks like next year should be another good one for fluid power sales.  And for that, we need to prepare. I can really help you company to prepare with regard to one of the "P" categories that we learned about in marketing and that is promotion.  With Fluid Power World, Design World, and our digital network as my resources, I can help you to put together a plan for success in 2015. I have already reached out to many but if you would like my help, please let me know .

I had the privilege of attending the quarterly update of the NFPA Economic Update webinar recently. There are always many key takeaways from these sessions.  This time, I can summarize my takeaway by saying "Growth through 2016." This is not different from what I heard at the 2014 Industry and Economic Outlook Conference put on by the NFPA in August.  I remain very optimistic by this report.  Despite a slower global economy, some sluggish growth forecasts, declining oil prices, and other concerns, it appears that the U.S. industrial economy is still bound for strength in 2015. I understand that economic forecasts are subject to change considering all that is going on  in the world.  However, the data shows strength for next year.  The webinar shows that NFPA shipments are trending upward as is U.S. Industrial Production.  Even the mining and agricultural machinery markets could have some strength next year. All of this bodes well for fluid...

This is the time of year that companies are putting together marketing plans for the coming year.  Thus, I work with clients to map out strategies for success in the areas of building brand awareness and generating sales leads. I have a great portfolio of properties to work with including Fluid Power World, Design World, and our digital network.  If your company sells fluid power components or systems, I would like to partner with you for success in 2015. Please give me a call at 408-769-1188 and I will help you to work out a plan for success in 2015.

The crimping machine is key to making the right hydraulic connections for new or existing machinery.  Our new website Hose Assembly Tips, offers our audience many ideas for doing so. Here is a review of a crimping machine by O+P that currently appears on HAT. If putting together hose assemblies is a part of your job responsibility, then turban to Hose Assembly Tips for the latest information available. If you would like to have our monthly e-newsletter by the same title delivered to your inbox, please visit our subscription page .   Here is a sample .