05.20
15

What’s Different About Industrial Marketing Communications

by como ·

A prospective Client asked me the question recently, Whats the difference between industrial marketing communications and regular BtoB marketing communications? The question took me by surprise, since I promote my business as an industrial marketing communications agency, and I thought any prospective Client of mine would understand what that meant. It led me to put my thoughts down on the subject: if one person didnt understand the difference there were bound to be others.
Key to the discussion is the definition of industrial marketing communications as opposed to BtoB marketing communications. Ive read some articles recently that use the term industrial media to describe more traditional marketing communications methods (printed materials, print advertising) as opposed to broadcast and digital media. I think this confuses some people who are already unsure of how industrial marketing differs from traditional BtoB marketing.
I define industrial marketing communications as:
Marketing communications tactics and tools created to promote an industrial service or manufactured product sold to industry.
The key is sold to industry. This is where industrial marketing and BtoB part ways. It is possible to offer what is considered an industrial service or to manufacture a product that are NOT sold to an industrial company. The word industrial indicates the production of an end product or a service that are not sold to businesses dealing with the mass consumer market. For instance, an industrial company is a refinery; a manufacturer of engineered plastic components; an engineering firm that specializes in building petrochemical plants; a valve repair company.
Heres an example of a service that could be provided to an industrial AND BtoB company:
Industrial Marketing Communications:
Maintenance company specializing in and targeting refineries, chemical and petrochem plants
Vs.
BtoB Marketing Communications:
Maintenance company specializing in and targeting large office buildings and retail establishments
In the first example, the decision maker for the service is probably going to be the plants maintenance manager, maintenance engineer, or if its a smaller plant, a GM. In the second example, the decision maker will be a leasing company procurement manager, a commercial real estate broker, the owner of the property, or possibly a building manager. Not only will their maintenance needs be uniquely different, the communications style and messaging for the two maintenance services will need to be different as well.
Typically, in industrial marketing communications, we are marketing a product to an audience that is mechanically or engineering minded. They are usually mid level operations management, as opposed to executive management. They are usually a much smaller and more easily defined target audience.
Here are some other distinctions between industrial marketing communications and standard BtoB:
1)Engineers often have a low opinion of advertising and advertising people. I have found that they will quickly dismiss an ad that uses an artsy or gimmicky concept. Since engineers are basically scientists, they do not like to view themselves as being influenced by slick graphics or ad copy (Artsy and gimmicky can work in many BtoB advertising campaigns.)
2)Someone with a more technical view of their job will generally make a decision to buy a product or service based more on logic than emotion. I realize that Advertising 101 stresses that an ad needs to trigger emotion, and this is effectively true in standard BtoB marketing. Ive found that most engineering and operations personnel will weigh FACTS and make comparisons based on the product or service that best meets his needs.
3)Industrial audiences want to know features, not just benefits. They want to know things like physical properties, performance characteristics, technical specifications, and efficiency ratings so they can make an intelligent decision. Typical BtoB ads do not stress this type of information; in fact, they most typically stress features and benefits.
4)Engineers and other technical types dont go glassy eyed when they read lots of industry jargon in fact, they like it. If you use jargon when you speak to an engineer, youre showing him that you speak his language. Dont just consider text as industry language. Engineers also have a visual language. Depending on their specialty, they use charts, graphs, tables, diagrams, drawings, and mathematical symbols and equations on a daily basis. When you use these visual devices it says to the engineer that hes seeing solid information not just marketing fluff.
It would be wrong to say that the same marketing principles don’t apply. They actually do; but they’re applied differently. Working with an industrial marketing agency that understands how to market to a more technical audience engaged in the production of actual products that make the world run can be a huge factor in getting it right straight out of the gate, or floundering while an agency tries to grasp the difference. If youre looking for industrial marketing assistance and interviewing agencies, ask them their definition of industrial marketing communications. If they cant give you some insight similar to whats in this article do yourself a favor and move on to the next candidate!

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05.19
15

How Bankruptcy Affects Loan Modification Eligibility

by como ·

When a homeowner falls behind on debt and risks losing his home, filing for bankruptcy is often the first thing that comes to mind. Many think it helps increase their chances of getting mortgage aid, particularly in home loan modification. But does bankruptcy really give you an edge in negotiating with your lender, or will it only make the situation worse?

Understanding bankruptcy Being bankrupt means you’re no longer able to pay your creditors. That includes not just your mortgage, but also your credit cards, car loans, student loans, and all the other debts you currently owe. But while a home loan modification only changes your mortgage, the bank takes your total credit into account when evaluating your case. If your debt is large enough to qualify for bankruptcy, your bank may assume a home loan modification won’t do much to help.

Bankruptcy and foreclosure A number of experts say that bankruptcy is at best a delaying tactic for foreclosure. A recent study shows that about 96% of delinquent borrowers who declare bankruptcy still get foreclosed on anyway, so you may end up with both a bankruptcy and a foreclosure on your credit report. If you plan on applying for a home loan modification, try to weigh the advantages of filing for bankruptcy versus the likelihood of a foreclosure.

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05.18
15

Overseas Investment Property Getting Higher In The Malaysian Region

by como ·

The prime minister of Malaysia Mr. Razak said that the Malaysians have emerged to be the second biggest investors in the city of London alone in the recent years. This showed that the Malaysians have a high role of real estate progress and development in the city of London. The Prime minister said that the Malaysian investors have the adequate funding to invest in any kind of better place and they are just looking for the right kind of opportunities to do so.

According to him this is a very fine opportunity for the British government and the investment companies who will be here to get benefits from the investment funding is of the Malaysian companies. The Malaysians have already invested a lot in the British country, which can be seen from the fact of investment that was made in the power station worth eight billion pounds.

The news has shown that the recent Islamic forum will open up newer bridges between the two countries for more investment in various areas including the Overseas Investment Property. The property investment is the first and fore most priority of the investors as it will give more and more chances of betterment of the economy of the country.

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05.17
15

Interactive Mobile Marketing Campaign For Real Estate – Mantri Pinnacle

by como ·

INTRODUCTION
TELiBrahma is an acknowledged brand for contextual mobile marketing and advertising. Its current association with Mantri Pinnacle for the campaign called Interactive Mobile marketing for real estate is a breakthrough in reducing the time constraint for their prospective customers to visit the property in person. This campaign has surely helped in bringing the property closer to their buyers. The campaign was launched through the mobile application called POINT. This application will help the customers to capture any POINT enabled images, logo or QR code, advertisement in newspaper or magazine to access interactive content which included video, audio, 3D views, games, special discount coupons and other exclusive offers.

AUGMENTED 3D REALITY MOBILE MARKETING
The use of mobile devise and smart phones is the most preferred choice of tech savvy generation of today. Mobile devices have become the lifeline for various types of information in this fast paced world and therefore mobile and people share a very close relationship. With life wrapped around with smart devices and information being made available at the tap on your screen, the older trends of sending SMS, email, pamphlet have seen a downward pitch. In the present era of Mobile’s arsenal, Mobile marketing gathered a seismic shift in the marketing strategy. Mantri Pinnacle has leveraged this technology for reaching their targeted patrons with aid of Telibrahma through an exciting campaign.

Usage of the POINT application has helped the buyers to capture the print ads on newspapers to experience the apartments and its facilities before visiting the site. The promotion of this feature was done on all mobile and smart devices. TELiBrahma S POINT app brings the buyer and their desired property closer, allowing them to visualize the apartments as well as glimpse the entire environments on their mobile. Just snapping the print images in the newspapers, customers can access the entire Mantri Pinnacle property and decide upon their choices.

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05.15
15

SEO Manchester Beneficial For Online Marketing Industry

by como ·

Marketing through the internet is extremely effective in reach to a large group of audience from different corners of the world. However, this approach is highly competitive as a result of which millions of users are opting for the online marketing approach. This has led to infinite numbers of websites highlighting same topic or depicting similar themes. It makes getting lost in the vast crowd of websites becomes easier. But with the presence of seo manchester service providers, scenarios look a lot better. A website’s performance depends largely on the SEO methods applied on it before getting listed on the search directories. SEO, or search engine optimization, is the approach to build a website’s reputation in the most positive way while being placed on the search engines.

The SEO process comprises of different techniques, like article submission, linking to top rated sites, socializing the site, checking on the correct set of keyword usage, and most importantly, taking necessary initiative to find out about originality of the content. SEO professionals need to be dedicated and hard-working. It is said that professionals of SEO in Manchester have a fixed time to enter the office but no fixed time to go out. The work pressure is immense. However, only those who love to accept these work pressures can able to achieve the highest level of success in this industry.

seo companies in Manchester always offer the maximum benefits in terms of website optimization process. Clients from all over the UK and other parts of Europe rely heavily on the SEO service providers of Manchester. They have a fast and expert approach to rely upon. The companies feature teams comprising of young talents with experienced professionals to take the search engine optimization procedures to an altogether different height. The whole approach ensures that client websites are met with the very best of outcomes in terms of traffic accessibility and search engine ranking.

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05.14
15

Jewelry Industry Embargo On Zimbabwe’s Conflict Diamonds

by como ·

Apparently Zimbabwe’s plan to sell off the conflict diamonds from their Marange diamond fields is simply not going to come through as long as the HRW (Human Rights Watch) has any say in the matter. The HRW specifically instructed the leading diamond jewelry providers in the world to keep their distance from any diamonds from Zimbabwe. Specifically, Arvind Ganesan, Director of the Business & Human Rights Division at HRW, released an official warning regarding a full on embargo of Zimbabwe diamonds due to their many violations of serious human rights conditions. According to Arvind Ganesan, Zimbabwean diamonds are conflict diamonds in every sense of the term, and as such the HRW is requesting that jewelry retailers and jewelry consumers boycott these diamonds until the human rights infringements reach their end. In fact, Arvind Ganesan wrote a letter asking as much from leaders in the diamond jewelry industry, such as Cartier, Tiffany’s, and Zale.

Arvind Ganesan has turned to the Kimberley Process Certification Scheme as well as the World Diamond Council in an attempt to expand the current definition of blood diamonds to contain diamonds acquired by governments in conflict and not only diamonds by rebel groups. In his letter, the Director of the Human Rights Watch requested that major diamond jewelry retailers issue public statements regarding refusal to purchase Zimbabwean diamonds. Such acts on the parts of the major players in the diamond retail community will surely have some significant long-term effects on diamond production from the Murowa diamond mine, as well as the River Ranch diamond mine, which are thought to be channels for the sale of diamonds from the Marange fields in Zimbabwe.

In the letter, Arvind Ganesan also appeals to the powerful members of the diamond industry to use their influence on the Kimberley Process to ensure that Zimbabwe is fully suspended from the group up to the point when they actually meet basic human rights standards. As per reports from HRW, such human rights infringements as killing, smuggling, and child labor have been going on until just this October and there are no signs of any considerable changes since then. These diamonds have been smuggled to neighboring countries mixing with diamonds from other nations and basically causing a situation where conflict diamonds are traded worldwide.

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05.13
15

Investment Banking Career Change Creating The Perfect Investment Banking Cv

by como ·

Have you decided its time for a career change? Does the financial or banking industry appeal to you? Do you already have experience in the investment banking field? If so, here is a great place to get started. Helpmegetajob is an exciting site for those that are looking for an investment banking career change or simply looking to break into the field.

Helpmegetajob is operated by a group of financial professionals and investment bankers with over six years of experience. They have personally had a hand in helping over 100 professionals start their career in hedge funds, investment banks, fund managers, consulting firms and private equity companies. They are the experts that can help you make that investment banking career change and get you on the right road to a successful career.

There are many different areas on this site to help you. There is a section dedicated to the seminars offered to help you get ready for entering the job force in the investment sector. For example, you will find seminars that relate to applications and creating just the right investment banking CV. There are also courses in how to land a job in commodities. These courses are taught by the people that know what investment banking firms are looking for. You will have the edge over other applicants when it comes time for the application and interview processes. These seminars are offered in London UK and for a very reasonable price.

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