Michael Ference Fluid Power Marketing

Well, we at Fluid Power World do care about compressed air.  In fact, we have an entire website and e-newsletter dedicated to compressed air called Pneumatic Tips in each case.  We are very fortunate at FPW to have an excellent Contributing Editor on the subject of compressed air and his name is Ron Marshall and he is a consultant with the Compressed Air Challenge.  Ron writes column in every issue of FPW titled Energy Efficiency and I invite you to read that on our website or in our magazine. In adding to our offering of great editorial content, we produced a webinar recently titled Compressed air optimization:  Solving your system problems in an energy efficient way by the very same expert, Ron Marshall.   You can access this webinar at your convenience on-demand by following this link:  Compressed Air Optimization   It is free to view and you can do this from your own computer on your time. I invite you to register and watch this v...

Being a media veteran has its pros and cons, mostly pros.  By having many years of experience as a media professional in the fluid power industry, I have some unique insights into what works in terms of media strategy. I can simplify my advice in one sentence.  Try all forms of media as your budget allows.  We believe here at WTWH Media, parent company of Fluid Power World, that the ways that engineers and other technical people consume information has forever changed and it continues to evolve. That is why our magazine and digital media network offer so many opportunities for our advertisers to send their sales message to our readers and audience.  We connect the two in many ways.  I always advise my clients to use multiple platforms to reach their target audience and that includes print, web, digital, custom. and in-person. Guess what.  Fluid Power World offers all of those platforms to marketers of fluid power components.  All we really...

I have probably written this before but this is a very busy time of the year.  Let alone the preparation and celebration of the holidays, this is a hectic time for media professionals. First of all, I wish all of my readers and all of my customers a Very Happy Thanksgiving. I appreciate anyone who takes the time to read my posts.  I always try to share useful content that is in some way centered around the fluid power industry and all of the markets served.  If you are a regular reader, thank you for your support!!! If you are a customer of Fluid Power World, thank you so much for making this magazine and digital media network a big success.  Please let me know how I can serve you best in the coming year! It remains a very busy time though because most of my customers are preparing their 2018 marketing programs now and I have attempted to contact everyone who might be interested in advertising in 2018.  If you have any questions regarding how we...

This year has been a fairly good one for the fluid power industry.  Some companies may say that it has been a very good year! We still have one more print issue of Fluid Power World comin g up and that is our December issue.  I invite all of our advertisers and prospective advertisers to finish the year strong with a special advertising package that I have put together. Here is our lineup : Mobile Hydraulics – Construction Equipment, the largest user of hydraulics will be examined here.  There are many interesting stories involving  construction  equipment and a new chapter will be unveiled in December. Pneumatics  - Packaging equipment designs are studied in this issue.  Packaging equipment represents one of the biggest users of pneumatic components. Industrial Systems – Integrating IoT with fluid power systems for maximum  performance is the planned topic.  The Internet of Things offers efficiency and productivit...

Our Fluid Power digital media network consists of five websites and the network is designed to serve the informational needs of our engineering audience.  It all starts with great content and I would like to share some of that with you now. From our newest website, Sealing & Contamination Control Tips , here is an article that explains Beta Ratio.   What is Beta Ratio?   To any reader with an interest in fluid power filtration, this article will have meaning.  This is the entry point into our digital media network for those individuals. One of our websites is dedicated to hose, fittings, assemblies, quick couplings, crimpers, saws, and everything that makes fluid conveyance possible.   Hose Assembly Tips features articles such as How do you clean hydraulic hose assemblies?   This is the where technical fluid power buyers and specifiers enter our digital media network. All of the content found on our websites including the two listed abov...

In order to best serve fluid power manufacturers and distributors with their marketing and advertising plans and strategy, it is very important to understand the products made and sold by the individual client with which we are working.   I have been the Publisher of Fluid Power World magazine and digital media network for the past 3 years and this has been my standard method of providing service. Marketing and advertising strategy depends a lot on a company’s market position, sales channels, budget, and intentions on how to grow their sales.   In working with a fluid power client, I like to gather all of this information before making a recommendation.   Every advertiser is at least a little bit different and our media network offers solutions for every one of them. Fluid Power World offers several means for reaching qualified buyers and specifiers of fluid power components and related products.   We surround the engineer with information allowing o...