Showing posts from November, 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.

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 sta…

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

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 Worldwill 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 sa…

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.

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.

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.

Thanks again Mr. Pascal

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 Power World.
So, The Pascal Socie…

A Day to Honor Veterans

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!

Let us help you to write your e-book

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.

Design, layout, interactive, promotion and topical ideas …

Never Eat Alone ...

... 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.

Share Your Story by Video

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.

Preparing for 2015

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.