Michael Ference Fluid Power Marketing

As I have commented many times on this blog, business-to-business advertising continues to evolve.  Without getting into the history as I have before, suffice it to say that we have come a long way.  We now have the ability to do a broad brand awareness push while also focusing on  your specific markets. We have the tools at WTWH Media to be very targeted and specific in our marketing plan for our clients.  The big picture remains the print magazine with a broad appeal to readers across the country. I still strongly recommend print advertising as part of every marketing plan because of the brand awareness created by print advertising.  Of course, a print magazine is only as good as its content and circulation.  We have both areas covered well. Our digital media network is where we can be specific.  We can offer a combination of our Tips websites and Tips e-newsletters including Mobile Hydraulic Tips, Pneumatic Tips, Hose Assembly Tips, and...

My clients who know me, might say that I am pushy when it comes to fluid power webinars.  I believe there is good reason for that.  Many fluid power components and systems need explaining in order for the buying audience to understand their value.  Webinars are a great way to tell a story. If your company has any interest in participating in a fluid power webinar, we are now offering you expert advice from our webinar expert Lisa Rosen.  Here is some of what you can expect if you attend our webinar on webinars. WEBINAR: Best Practices for Webinars What does it mean to sponsor a custom webinar with WTWH Media? What should you expect for timelines, deliverables, promotion, outcomes? In this webinar you will learn best practices for a successful webinar that best delivers your message and yields ROI. Participating in  this webinar , you will learn: How to deliver your message using the webinar platform What is expected from you as the sponsor of yo...

The Fluid Power World digital media network will be launching a new learning tool called The Virtual Classroom. The first lesson in our Virtual Classroom series is titled "Give Your Cylinder a Bath - Hydraulic System Cleanliness from the Cylinder and Beyond and it will be presented by Tony Casassa of Aggressive Hydraulics.  The classroom opens on August 30th, but, being virtual, it will stay open.  You can access the information for free at any time from the Fluid Power World website . Here is a brief preview of the lesson: In the fluid power industry, hydraulic cylinders have a reputation for contributing to fluid contamination and the resultant wear and failures. Indeed, there are several opportunities in the process of manufacturing cylinders for contamination to be introduced. However, it is possible to overcome the obstacles and provide a product the meets the customer's hydraulic cleanliness expectations. We will share some lessons we have learned in our journe...

Well, another NFPA Industry & Economic Outlook Conference has been completed and those who attended have come away with some insight into what the economic future holds for the fluid power industry. So, what does the near term future hold for our industry?  I came away with some optimism but mixed messages at best.  One economist called for a slower growth year for 2019 with, in my opinion, the key word being growth.  Even if 2019 is 1% or 2% better than 2018, then the fluid power economy is still expanding rather than contracting.  Another very respected presenter called for 10% growth in 2018 overall and between 5% and 15% growth in 2019.  This is a big range but still very optimistic.  I always put a lot of faith into what economist Jim Meil has to say and at the conference this year, he too is calling for growth in the fluid power industry for 2019 but his figure for fluid power shipments overall was 7% growth.  Sounds good. Much...

The next FPIC will take place at the Intercontinental Hotel in Milwaukee on September 7, 2018. One of the featured Speakers will be Dan Kara who is our VP of Robotics and Intelligent Systems at WTWH Media.  Here is a brief preview of his presentation: Robotics for SMB Manufacturing: Small-batch, Mixed Product Assembly, Materials Handling and More  | Dan Kara, Robotics Business Unit Leader, WTWH Media Group To learn more about FPIC and to register for the event, here is a link for you to access .  Just as our own Fluid Power Technology Conference is a forum for higher learning for Fluid Power Technology, so is FPIC so I strongly recommend it for all fluid power learners. Additionally, the NFPA Milwaukee Regional Meeting will be held in conjunction with FPIC and here is the link to register for that Milwaukee Regional Meeting   This is another great networking opportunity offered by NFPA and, if you are a member in the area, you should consider atte...

We continue with our great second half plans for 2018 at Fluid Power World magazine and digital media network.   In our October issue, we will feature The Future of Telematics.   Like all other markets, fluid power takes advantage of the IOT and all of the benefits delivered. Telematics is the technology of sending and using data and information through telecommunications for a variety of reasons and including remote control devices for all types of mobile equipment.   This will be a major focus of this article regarding the many devices used for construction, mining, agricultural, and all mobile machinery. On the industrial side, Industrial Lubrication   will be the area that we will review editorially.   There are many important considerations for all types of industrial machinery.   On the pneumatic front, Designing with FRLs   will be a feature article that will review the essential need for clean and lubricated compressed air for many ap...