Michael Ference Fluid Power Marketing

It is that time of year that fluid power companies are putting together their marketing plans for 2020.  During this time every year, I have many meetings and discussions with our Fluid Power World advertisers to devise the very best marketing program possible for their budgets. After many years of advising clients, my approach to marketing plans for my clients has evolved.  Many advertisers are now utilizing SEO, Social Media, AI, sales lead management, and more in their plans and in their marketing tech stack. Most, if not all, of my discussions with clients involve all of the above.  However, most, if not all, of those discussions start with the basics.  And from my perspective, the basics involve increasing brand awareness while generating sales leads.  That includes print, web, and e-mail based advertising and Fluid Power World is very strong in all three categories. With all of the marketing tools now available, there is still no substitute fo...

For many years, I have been asking clients if they would like to advertise?  Well, that is a real generality isn't it?  I just realized that I should have been asking are you interested in increasing brand awareness or generating sales leads to grow your business? Our 2019 Media Guide for Fluid Power World is really full of ideas for both increasing brand awareness and generating sales leads.  And, I believe that every fluid power component manufacturer or distributor is interested in doing both. So in 2019, let's just call it what it is ... brand awareness and lead generation.  If you have seen my official PowerPoint presentation, you know that I have been offering both of those opportunities on the very first page for the past several years. Folks, I have the programs available to increase your company's and products' brand awareness while generating sales leads at your budget guidelines.  All I need is the chance to show you how.  If w...

Fluid Power World offers our advertisers many opportunities to finish 2018 strong.  I know that it is only mid-year but now is the time to plan for a prosperous second half.  We have three excellent print issues including August, October, and December.  Here is what we have planned: August Fluid Power World Agricultural Equipment Fluid power systems play a vital role in helping farmers to keep the world’s population fed.   Here is an examination of some applications. Machine Tools One of the largest markets for industrial hydraulic and pneumatic components is machine tools. Packaging Applications Getting products to market in a clean, safe, and attractive package is a key function of packaging and pneumatics plays a big role. Product Focus: Gauges and Filters Gauges help machine operators to maintain optimal performance and filters keep the fluid clean . Advertising closing date July 31, 2018 October ...

Have you ever considered letting Fluid Power World help your company's marketing efforts with a regional e-blast?  Most fluid power distributors sell their fluid power components and related products to a specific region. With our capability of sending your sales message to a specific audience of fluid power engineering and technical specialist in your sales area, we can help your company to target new customers and communicate with your existing customers. This is a sample of one of our own e-blast messages but it gives you an idea of what an e-blast message looks like.  We have successfully been serving the needs of fluid power distributors with such e-blasts in the past few years and we are interested in partnering with your company on a similar project this year. If your company is interested in contacting a qualified audience in your marketing area with a targeted message about fluid power components or systems, please let me know and I can make some suggest...

I recently asked one of my clients about their reason for advertising.  The answer was "because it connects the dots."  That makes a lot of sense. For many years, I have been advocating for the value of increasing brand awareness.  When  you raise the awareness of your company and products, you increase the chances of selling more products.  If you have seen my Fluid Power World and Design World presentation, you know that I encourage building brand awareness while generating sales leads. The building of brand awareness is connecting the dots.  When an design engineer or maintenance professional is looking for a solution to their design or maintenance of a machine, connecting the dots to the right product and right solution is key to their success. I have promoted print advertising as a great way to build brand awareness and web banner advertising does the same.  e-newsletter and e-blasts supporting white papers or other content are good lead...

In growing a business, standing still is not an option.  I have learned from many years in the business world that you must keep moving forward to sustain and grow a business.  Protect your core business and customers while stimulating growth, but you must do both. That is why marketing and advertising are so important to companies.  It is one thing to know and protect your core of business and accounts but companies must grow to survive.  That is where stimulating growth comes in. At Fluid Power World , we help companies to reach new customers and prospects while also sending their sales message to core customers.  By regularly sending your sales message out the right audience with the right frequency, a company can indeed stimulate growth but it takes time and patience. That is why I recommend an integrated advertising program to all of my clients.  Use print advertising and banner advertising on our websites to build and maintain brand awareness. ...

If you have seen my sales presentation, you know that I promote Building Brand Awareness while Generating Sales Leads ... Does that look familiar?  Well, our capability to generate sales leads for our advertisers is better than ever.  With our five e-newsletters, e-blasts, white papers, e-books, and webinars, we can help your company to take advantage of the current upturn in the fluid power industry. Even if we do not get to speak before the end of this year, we can reconvene in 2018 to discuss ways that our network will help your company to increase sales and market share in the new year!