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ManufacturingMarketing
ManufacturingMarketing
CASE STUDY DOS AND DON’TS
CASE STUDY DOS AND DON’TS
CASE STUDY EXAMPLES
CASE STUDY EXAMPLES
HELP WANTED SIGN MAKEOVER
June
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July
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June
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July
9 2
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June
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July
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MachineMetrics on Brand with Data-Driven Case Study MachineMetrics on Brand with Data-Driven Case Study
GROWING YOUR BUSINESS GROWING YOUR BUSINESS
CASE STUDIESCASE STUDIES
CASE STUDIES
COVER:
MachineMetrics' fantastic case study which we discovered at EASTEC 2019.
FROM THE EDITOR | June 25—July 8 2019 | Issue 31
1 | MANUFACTURING MARKETING
We love to share manufacturers’ marketing pieces.
ManufacturingMarketingIssue 31
ManufacturingMarketing
ManufacturingMarketing
CASE STUDY DOS AND DON’TS
CASE STUDY DOS AND DON’TS
CASE STUDY EXAMPLES
CASE STUDY EXAMPLES
HELP WANTED SIGN MAKEOVER
June
25-
July
9 2
019
June
25-
July
9 2
019
June
25-
July
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MachineMetrics on Brand with Data-Driven Case Study MachineMetrics on Brand with Data-Driven Case Study
GROWING YOUR BUSINESS GROWING YOUR BUSINESS
CASE STUDIESCASE STUDIES
CASE STUDIES
Editor Dianna [email protected] Rachel [email protected]
Contact Manufacturing MarketingManufacturing Marketing is published bi-weekly by Huff Industrial Marketing and cre8d design. ISSN 2641-0214 (online).37 Plaistow Road, Unit 7-245Plaistow, NH 03865(603) [email protected]
Subscribe to Manufacturing Marketingmanufacturingmarketingmagazine.com
Magazine Archiveshuffindustrialmarketing.com/magazine/archives
Sponsor Manufacturing [email protected]
© 2019, All Rights Reserved. Reproduction in whole or in part without permission is prohibited.
WE WANT TO inspire you, encourage you, and show you that original marketing that gets results doesn’t always require a huge budget.
Usually, great marketing requires some ingenuity, creativity, and what a former colleague used to say, “a dash of magic.”
In this issue, Graham Immerman, Director of Marketing for MachineMetrics, shares how he and his team solved the challenge of simplifying a complex story – and then testing different ways to tell it.
One of these tests is a brochure-like case study that immediately caught our eye at Eastec last month. Whether you’re a smaller manufacturer or a large one, we think you’ll enjoy his story.
In other news, a subscriber wrote to say, “I love your magazine but I miss hearing what you’re both doing personally.” Thank you for asking!
Rachel is getting ready for her annual move to the US the week of June 25. Due to the cold, rainy New Zealand winter, she and her family spend a month in Hawaii soaking up the sun and enjoying very close family time.
As for me, I’ve been visiting local points of interest in and around Boston, including doing the Samuel Adams tour (free beer!), visiting the Harvard Arboretum (breathtaking!), and as always, riding my bike. How about you?
Have a fantastic week!– Dianna Huff, Editor, and Rachel Cunliffe, Designer
BRANDING STRATEGIES
2 | MANUFACTURING MARKETING
MachineMetrics on Brand with Data-Driven Case Study By Dianna Huff
We discovered MachineMetrics at EASTEC 2019 when we picked up one of their case studies, which, at first glance, we thought was a four-page brochure.
Printed on luxe matte paper, and featuring short copy and icons, the printed piece immediately caught our eye.
After talking to Graham Immerman, the company’s Director of Marketing, we realized manufacturers of any size could learn from the company’s branding journey.
“The main challenge the MachineMetrics platform solves is the lack of insight,” says Immerman. “Many manufacturers don’t understand what’s happening on the shop floor with regard to their machines. With our platform,
they can analyze the data from a dozen machines in one factory to thousands across multiple facilities.”
The platform gives manufacturers real-time data about plant and machine productivity, including how to improve it or how machine problems or maintenance events affect it.
Having this data allows manufacturers to make better decisions, improve machine utilization, and increase billings (to name a few things).
SIMPLIFYING A COMPLEX STORY
Since manufacturing is a notoriously slow industry to adopt new technology, the company’s greatest hurdle had been both communicating what
IN BRIEF
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• Humble beginnings. Spanx founder shares photo of her distribution center. View
• Age diversity. Older workers are a huge untapped pool for job recruitment. Read
• Google nixes preferred domain. Good site architecture is key. Learn why
BRANDING STRATEGIES
3 | MANUFACTURING MARKETING
the platform was and how it could help customers, but also why their product was no longer a “nice to have” but a “must-have” for all manufacturers.
“I come from a Madison Avenue, consumer advertising background,” says Immerman. “When I met Bill (Bither), the co-founder of MachineMetrics, I realized a huge opportunity existed to break ground using some of the tactics I had used with big consumer brands such as Starbucks and Reebok.”
The first problem that needed solving was revising the existing messaging, which was incredibly dense and difficult to understand.
The team reworked everything from scratch, including fonts, colors, and the words used to describe the platform. Immerman’s team also paid close attention to the quality of all marketing elements. He wanted the entire brand experience to reflect that the company was delivering a
premium product. Leveraging the company’s
new messaging, Immerman implemented an integrated marketing strategy focused on delivering the right information to the right people at the right time.
Through educational campaigns, targeted advertising, and digital content marketing, the company experienced a dramatic uptick in both web traffic, inbound leads, and marketing generated revenue.
A DIFFERENT TYPE OF CASE STUDY
Case studies typically follow a standard format. Usually written in long-form, case studies tell a story using a “challenge, solution, results” outline.
“We knew from talking with prospects,” says Immerman, “that they wanted to cut to the chase: what’s the ROI of the MachineMetrics platform?”
Based on this insight, the marketing team asked, “What’s the minimum amount of information needed to tell the story?”
One of their early test pieces was the case study handed out at EASTEC.
SAME FORMAT, FEWER WORDS
According to Immerman, the team wanted to see how quickly they could drive value using icons and numbers versus lots of copy. The team was also testing iconography for use through other marketing elements.
The cover headline boldly declares the result: “Carolina Precision Manufacturing increased capacity by $1.5 million in year one with the MachineMetrics platform.” To drive home the point, the $1.5 million stands out in green.
The inside spread catches the eye and turns the traditional case study on its head with lots
The MachineMetrics case study: Cover, inside spread, back cover.
BRANDING STRATEGIES
4 | MANUFACTURING MARKETING
of bold subheads, icons, and very brief copy.We like how the “Solution” section is boiled
down to two sentences: “Real-time Dashboards installed on TVs across the shop floor to monitor machine performance,” and “Operator touch screens installed at every machine for downtime and quality tracking.”
THE STORY IN NUMBERS
While the icons and short copy were good, clearly defined metrics is what the platform is all about.
Hence, the back page, which shows six metrics, in a large bold font, important to CNC manufacturers.
“The numbers are what everyone wants to know,” says Immerman. “So all a salesperson has to do is flip the case study over to the back page, and there they are.”
ADVICE FOR MANUFACTURERS
Before beginning any branding work, Immerman advises that you first map out your buyers’ journey. The marketing team uses other content to educate prospects.
“We don’t give people a case study if they don’t know what machine monitoring is,” he says. The team has created content that explains the different types of machine monitoring, how to implement it, and why MachineMetrics is the best machine monitoring platform for specific applications.
He also advises testing things and always measuring results. “The Carolina Precision case study was a test. We also have have long-form case studies. We test things, analyze data, and listen to feedback from customers and sales.
“Think of each marketing element as a tool that allows your sales team to speak to customers while providing the right information when they need it.” Based in Northampton, MA, MachineMetrics IIoT Platform enables manufacturers to improve productivity, increase capacity, and drive other decisions using machine data. Learn more by visiting machinemetrics.com.
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MARKETING STRATEGIES
5 | MANUFACTURING MARKETING
WHAT THEY ARE
Sometimes referred to as an extended testimonial, case studies (or application notes) describe how your company solved a challenge that saved money, time, or both.
WHY THEY’RE IMPORTANT
Case studies are a great way to showcase your company’s ingenuity and innovations because they tell prospective buyers or customers how you’ve helped customers.
They add considerable credibility and trust to your website and other marketing initiatives.
Since they’re often told as
a story, with quotes from the customer and others involved, case studies give a good overview into how your team works, thinks, and problem solves.
HOW TO USE THEM
Case studies make great website content (e.g. you can add them to a Resources section). Case studies can also be re-formatted and/or repurposed, depending on how they’re being used.
If you make the case study as its own web page, you can also include a link to a branded PDF, which prospects can download during their research (or “buyer’s journey”).
If the challenge you solved
is particularly noteworthy, try pitching your case study to a trade publication. Publications within your industry are always looking for good application notes on how your company solved a challenge that many in the industry face. Getting an article in a trade pub is a win-win for both you and your customer.
You can add links to case studies on your company’s LinkedIn page, use the PDFs as “leave behinds” on sales calls, test them as offers for Google Ad campaigns, and hand them out at your tradeshow booth, the way MachineMetrics did.
Consider pulling out a customer quote and adding that to your site's Testimonials page.
Case Studies as Smart Marketing Tools
CASE STUDY DOS AND DON’TS
• DO: Have a freelancer writer interview your customer in order to keep your case study objective and reduce the risk of using in-house terminology.
• DO: Use quantifiable metrics that back up the problem solved.
• DO: Be open to letting the customer remain anonymous if the application is particularly sensitive.
• DO: Consider sharing things which you learned and will improve on in the future, this adds authenticity.
• DON’T: Share your customer’s story or use their name without permission.
• DON'T: Use stock images which can erode trust.
• DON’T: Lie or overstate results. • DON’T: Change the case study after the
customer has given final approval.
MARKETING STRATEGIES
6 | MANUFACTURING MARKETING
CASE STUDY EXAMPLES
WEBSITE CONTENT
• Urethane Innovators Improves Dunnage Box Mold to Reduce Damage of Vehicle Drivetrains during Transport
• Manufacturer Reduces Board Failure Rate to 0.2%
• Boa-Franc Urethane Rollers
TRADE PUBLICATION ARTICLE
• Adhesive Supplier Beats OSHA’s HCS Deadline with Strategic Planning - Material Handling & Logistics
QUESTION OF THE WEEK
What is Chromium and why should I care?
Last month, Google stated it would restrict ad blocking Chrome extensions to enterprise users only. This move has resulted in some backlash.
It’s also provided an opportunity for rival browser makers, such as Microsoft. The company has reached out to users of its Edge browser to see they want ad blockers built into the software. (Source)
One question people have is understanding the various browser options now available, what they have in common, and what makes them different.
Many of today’s browsers are built on Chromium, an “open-sourced browser project that aims to build a safer, faster, and more stable way for all Internet users to experience the web.” (Source)
Because it’s open source, Chromium is free to any group or developer that wants to download the code to make their own browser or contribute to the existing code to make it better.
Chromium started as a Google project, and Chrome was built using it. Microsoft's new version of its Edge browser will be built using Chromium.
Other browsers that use Chromium include Brave, Opera and Vivaldi. (Firefox does not.)
Although a browser may use Chromium, it’s not a Chrome “wannabe.” Brave, Opera and Vivaldi play nicely with Chrome extensions, but they also offer privacy controls and ad blocking.
RECRUITMENT
7 | MANUFACTURING MARKETING
Help Wanted Sign Makeover
Before: DIY spray painted sign spotted outside the Shea Concrete Products plant in Amesbury, MA.
A third-generation family-owned company, Shea offers a full array of quality and environmentally friendly precast concrete products to customers in New England.
The DIY wooden sign, however, gives a terrible impression of this company. We took exception to the word “laborers,” which to us says, “unskilled” and even “any warm body with a heartbeat will do.”
After viewing the company’s website and its employment page, we realized the Help Wanted sign could be vastly improved.
In this tight economy, you have to do whatever it takes to attract job seekers – who have their choice of jobs from which to choose.
After: Our redesigned job sign
To provide a great first impression, we’d create a professionally designed sign that includes brief copy plus a call to action – that’s easy to be seen from the road. The company could then have a framed metal or other type of rugged custom sign made at a local sign company, such as Fast Signs.
The URL in the sign redirects to their employment page, which is too long for use on a sign (www.sheaconcrete.com/company/employment/).
ManufacturingMarketing
ManufacturingMarketing
SHOP FLOOR COBOTS
SHOP FLOOR COBOTS
CREATING GREAT CONTENT
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RECRUITMENT MARKETING
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Apr
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Google’s Link Spam Detection Improvements Google’s Link Spam Detection Improvements
GROWING YOUR BUSINESS GROWING YOUR BUSINESS
XX XWELCOMING NEW EMPLOYEESWELCOMING NEW EMPLOYEES
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ManufacturingMarketing
ManufacturingMarketing
GREAT PPC NEEDS GREAT WEB DESIGN
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GOOGLE FEATURED SNIPPETS
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RFQ ADVICE FOR MANUFACTURERS
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Exclusive Interview with Authenticity 50 Exclusive Interview with Authenticity 50
GROWING YOUR BUSINESS GROWING YOUR BUSINESS
MADE IN USA MADE IN USA
ManufacturingMarketing
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DESIGNING GOOD SITEMAPS
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GOOGLE IMAGE UPDATES
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AMAZON’S PROJECT ZERO
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Mar
ch 12
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2019
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ch 12
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2019
Overcoming Common E-Commerce Objections Overcoming Common E-Commerce Objections
GROWING YOUR BUSINESS GROWING YOUR BUSINESS
BUYERSFIRST
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GOOGLE’S MANUFACTURER
CENTER
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CENTER
LANDING PAGE DESIGN
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DATA-DRIVEN CREATIVITY
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Migrating from Paper to Digital: Custom Sales CRMs Migrating from Paper to Digital: Custom Sales CRMs
GROWING YOUR BUSINESS GROWING YOUR BUSINESS
EXPERIENCESMATTER
Catch up on recent issues:
ADVERTISING
Showcase your product or service to manufacturers with an ad in Manufacturing Marketing.
AUDIENCE: Small and mid-sized US manufacturers
WHO SHOULD ADVERTISE: Manufacturers, consultants, software providers
ADVERTISING REQUESTS: [email protected]
ManufacturingMarketing
ManufacturingMarketing
GOOGLEUPDATES
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PHOTOGRAPHYDOS & DON'TS
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May
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INDUSTRIAL PHOTOGRAPHY
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E-COMMERCE FOR MANUFACTURERS
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COMPANY CULTURE JOB RECRUITMENT
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DISTRIBUTOR QUOTES TOOL
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May
14-2
7 20
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ay 14
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GROWING YOUR BUSINESS GROWING YOUR BUSINESS
SOLVING MARKETING CHALLENGES
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