Michael Ference Fluid Power Marketing

In our latest issue, the December 2015 edition of Fluid Power World , we have a feature article titled Food safety and compressed air.   In this cover feature, author Depak Vetal of Atlas Copco Compressors, explains many important considerations for the use of compressed air in food applications. He explains how the guidelines for compressed air quality even exceed the guidelines of the FDA, especially in the area of selecting oil or oil-free systems.  The article then covers some of the filtration  requirements for food applications. I won't go into much more detail here but recommend that you visit our website or click on the link above for the actual article.  If you would like to subscribe to our magazine, here is a link for subscribers SUBSCRIBE We then offer our pneumatic specialists lots of great information on our Pneumatic Tips website and Pneumatic Tips e-newsletters.  Here is link to the website and here is one for our E-NEWSLETTERS . ...

The December 2015 issue of Fluid Power World completes our schedule of print publications for this year.  Here it is: It is full of great fluid power articles with excellent graphics.  I am very proud to represent this very fine publication and thankful for the fantastic team that makes it happen.  Next year, 2016, we are adding two more print issues to our schedule. We kickoff the year with our combination issue with Design World   called our Leadership in Engineering issue.  Then our schedule of Fluid Power World starts with February and continues with March, April, May, June - our Fluid Power Handbook, August, September, and November. Throughout this schedule we will cover most aspects of fluid power technology.  Every issue is sent to a qualified circulation of engineering professionals with an interest in fluid power.  If you would like to know more, please contact me at mference@wtwhmedia.com

One of my favorite advisers is Schawna Shuh. She is a professional speaker and author who gives motivational advice. One of her segments is about dressing to make connections in business and she refers to it as the three C's. First is color and we should all use color in our wardrobes when we are tring to make a positive impression. After all, our outfit and our appearance is for the benefit of others who see us. Therefore, using cheerful colors is a positive for others. The second C is comfortable. Your clothing should be comfortable for the situation. Your selection of your outfit should be appropriate for your current engagement whatever that might be. Nobody should be made to feel uncomfortable because of what you are wearing. And the final C is for cover up. In a business or formal situation, it is always best to do so. This is fairly self explanatory. All of this advice is designed to help individuals to connect better with others in both business and professional situa...

We are at the week in between Christmas Day and New Year's Day.  I always thought it was very interesting how two major holidays are back to back like this.  It stretches the holiday season too. For business, this week offers a good time to reflect on the state of our business and the state of our individual careers.  As the business world slows down for the extended holiday, we have fewer daily details to attend to such as phones and e-mails.  We have a lesser degree of urgency about most everything involving our day to day business world. Looking back, what have we done right as an employee or employer this past year?  Where can we improve for the coming year?  We have a chance to review the areas of our personal efforts in the past year and discover ways to do things better in the new year. For many, this is a time to get caught up on reading they may have put off in the busy fall season.  It is also a time for resolutions that can improve our...

... and one of the best ways to do that is to be positive yourself.  Positivity and good attitudes have a way of attracting more of the same.  On the other hand, negativity by others drags you down as your negativity drags others down. If there is someone who drains you because of their constant negativity, I suggest that you find ways to spend less direct time with that person.  On the other hand, if you find that some people really lift you up, spend more time with them.  In fact, find out what it is about them you like and copy that. I think that we have a bigger influence on each other than we realize.  I am so very fortunate and blessed to have a boss here at WTWH Media who reminds me to stay positive.  Scott has greatly revived my career by not only being a positive influence but by giving me reasons to stay positive. In January, I will be wrapping up two years at WTWH Media and it has been a very wonderful experience.  A big reason for tha...

We have had a fantastic year @FluidPowerWorld with our e-newsletter program.  We have produced Pneumatic Tips, Hose Assembly Tips, Mobile Hydraulic Tips, and Fluid Power World every month this year with lots of success. Here is our final e-newsletter of the year It is great to finish the year strong.  Take a look at this e-newsletter when you get a chance and decide for yourself if you would like to receive this kind of fluid power content to your inbox every month.  In fact, 2016 is off to a great start with reservations so Fluid Power World will actually be published at least twice per month. If you would like to register for our e-newsletters for 2016, please click here  where you will be able to sign up for all of our e-newsletters. If your company sells fluid power components, we would love to publish your success stories in our e-newsletters.  Please refer to the article in the upper right-hand portion of this edition titled Fluid pow...

Most people know the Golden Rule.  It is a great guideline in doing the right thing.  Treat others as you would have others treat you.  This is a rule that implies respect, patience, kindness, consideration, and more.  I am all for it. As I have stated many times before, listening to helpful information while driving is a very educational process.  You can get CDs from the library or bookstore.  Now, I figured out how to load books onto my iPhone for listening in the car.  I try to do it often to improve my career. In my listening-in-the-car education, I picked up a CD by Dr. Tony Allesandro, who gave a presentation in my very own Cleveland a few years back at a self-improvement series titled Peak Performers.  The title of his presentation is The Platinum Rule and I invite you to access Dr. Tony Allesandro's  website  for more information.  The basis of the Platinum Rule is to Treat others as they want to be treated. The advic...

In 2016, Fluid Power World magazine and digital network would like to put your fluid power company in the movies.  That is another way of saying, let us use video to tell your company's product story.  We have a fantastic start to our video library and in invite you to check it out for yourself. This year, our video and editorial team has captured content from fluid power component manufacturers in-studio, on-location, and at industry events.  2016 should be an even bigger year.  Let me know if we can get your company scheduled to be in the movies in 2016.

One of the many content tools that we offer to our audience at Fluid Power World is our Tech Tip e-book .  This is a compilation of very useful information on a given subject.  Here is an example from Clippard Instrument Laboratory If you click on the link  to this e-book, you will see what I mean.  Watch our Fluid Power World website for more Tech Tip e-books in 2016.  If your company is a manufacturer of fluid power components, consider using a Tech Tip e-book to reach prospective new customers in 2016.

We use the term passion quite a bit to describe an attitude or approach to your respnsibility. Passion can be defined as an intense, compelling feeling or enthusiasm or desire.  This characteristic in a person is one of the most important for success.  I passionate person has an advantage. We all have talents at something and when we try to accomplish something either professionally or personally, we use our talents to help us to get there.  Everyone has some talents and many use them wisely while others waste them. Where talent leaves off, passion should take over. Where passion is limited, commitment kicks in. I believe that it takes all three to have sustained success at anything. Use your talents wisely to attain your goal. Be both passionate and comitted and success should come your way.

Some of the best tips on pneumatic system design and component selection can be found at PneumaticTips  where you will find a wealth of information that is updated on a regular basis. I invite you to visit this website often and if your company sells pneumatic components, please send us product reviews and case studies for posting on this website.  If you would like to have quality pneumatic content delivered to your inbox, then subscribe to our Pneumatic Tips e-newsletter by clicking here . Our intention is to deliver the very best pneumatic system and component possible.  Give us a try.

Here is an example of the kind of content  you will find on HoseAssemblyTips.com If your company sells any fluid power connector of any kind, send us your information for post in on our website.  If you use hose assemblies in your designs or in the machinery you maintain, visit us often for great content.

In business or even in your private life, communication is, of course, essential.  In her recent book,  Relevant Selling , author  Jaynie L. Smith  makes this point again and again.  She is mostly referring to business and sales but here theory works in everyday life too. Her point, as I understand it, is that you must know what your customers value about your company and products or services before you can promote those values.  In other words, a business owner or manager must understand what attributes or advantages or unique skills about your company attracts customers and keeps them.  The only way to find out is to ask. We in business can go on and on day after day telling our customers that we have the highest quality products or the fastest delivery when what they really value the most is friendly service.  We must ask by doing reserarch and by asking our customers what it is that they like. In everyday life, the same holds true. ...

Here is a link to our latest Hose Assembly Tips e-newsletter.  For the past two years, we have published this e-newsletter that is dedicated to fluid power hose, fittings, connectors, hose assemblies, crimpers, quick disconnects, and more. If your company uses any of the above components, then I invite you to subscribe to our Hose Assembly Tips e-newsletter.   Here is a link to our subscriber page.   Every issue contains both editorial and advertising about all of these products. We also offer a website dedicated to the same topic with the same name and here is a link    I hope that you will visit often.  If your company makes and sells hose assemblies and related products, please send us your press releases for posting in both places.

You may have seen a post from me about The Magic Story .  It is a fairly old but very helpful self- improvement story. If you have not had a chance to read it, I strongly recommend it to everyone.  Essentially it is about being positive all the time.   For me personally, the fourth quarter of every year is the time to renew ad programs for the coming year.  It is easy to get disappointed every time I get a rejection.  However, that is a part of the sales process.  By staying positive, I can overcome any tendency to get down emotionally.  Getting down can be contagious to both my customers and co-workers and I certainly don't need that.  So, a health dose of The Magic Story really works wonders for me at this time of year.

Ok, so I have mostly stopped wearing ties.  Phew, I am one of the last media professionals to still be wearing one earlier this year.  One day, while waiting for a plane at O'Hare, I looked around to discover that I was one out of about three people in five thousand still wearing a tie.  The next day I stopped and it is much more comfortable. With that said, there are still some very appropriate guidelines that I would like to share for dress codes.  I think that two important key phrases are common sense and best expression of yourself. One of my favorite advisers is Schawna Shuh. She is a professional speaker and author who gives motivational advice. One of her segments is about dressing to make connections in business and she refers to it as the three C's. First is color and we should all use color in our wardrobes when we are tring to make a positive impression. After all, our outfit and our appearance is for the benefit of others who see us. Therefore, usi...

The market for fluid power components and related products should rebound in 2016.  At least that is what I took away from a recent NFPA market update webinar NFPA .  If that is the case, and I believe it to be, then marketers should consider using ever means available to get the word out about their products. As I have stated frequently from this blog, print advertising and website advertiser are still great ways to increase the awareness of your company and products.  At Fluid Power World , we have eight great issues planned for next year.  Our digital network includes five websites and e-newsletters that reach fluid power buyers and specifiers. Our custom content opportunities offer our advertisers a great means for sending their story to interested prospective buyers.  I would like to work with you to develop such content in 2016. I recommend using as many of the options above as possible to grow your business in 2016.  Please contact me for assi...

With regard to the marketing of fluid power components and related products, there is never a bad time to build brand awareness.  When the market is up, take advantage of the opportunity to get more sales by increasing brand awareness. When the market is down, this is an opportunity to increase market share when things turn upward.  Advertising and marketing are very important in this market at all phases of the fluid power economy.  It is similar to dollar cost averaging. At Fluid Power World network of print and digital media, we can help fluid power companies now and in the future with our magazine, websites, e-newsletters, and custom media opportunities.  Now is a great time to build brand awareness.  If you would like my help, please contact me.

I have been in the business-to-business media field for a long time.  Early on, print advertising was the accepted way that manufacturers and sellers of fluid power components made customers and prospects aware of their products. Well, print media is still a great way to establish and build brand awareness.  Consider a start-up company.  Perhaps they have a good product.  Hardly anyone knows about it because it is brand new. You might make the case that sales people can get the word out by traveling around the country and selling the product. However, there is no better way to get information out to a large number of customers and prospects than mass media.  Print ads and banner ads on websites are a very efficient way to do that.  For pennies per impression, a company's new products are displayed to a qualified audience.  The start-up company now has the credibility of being seen in nation in national media. Now we have So...

Many people make very good use of Facebook and other social media outlets. Everyone has ideas and everyone has good ideas. Social media provides and excellent opportunity to share. I am a regular user of FB, Twitter, and LinkedIn It should not and will not take the place of interpersonal interaction. Instead, it is a part of it and supplemental to it. It is cool that people share photos and successes and milestones on FB. It think that it is great that ideas and news stories are shared on Twitter. Of course, there are many negatives too and you know what those are if you are a regular social media user. I really hope that we can use this new technology to share good and useful ideas! On a professional level, Fluid Power World and WTWH Media can help your company to share your ideas and your company story on Social Media.  Just contact me at mference@wtwhmedia.com  to learn more.