Topics: 2017 Planning, advertising, digital marketing, social media

 

There are quite a few assumptions people make about the “right” way to reach engineers.

In fact, at some recent focus groups on marketing to engineers conducted by two of our clients, there were a variety of surprises that came up that, in the end, shouldn’t have been surprises at all.  But that’s the beauty of research – when you actually go outside the building instead of talking only to each other, customers in fact say the darndest things.

Here are several common themes, or “surprises,” we’ve been hearing from our engineering customer targets:

Topics: advertising, content marketing, marketing to engineers

We all have guilty pleasures. Mine is getting up early in the morning and listening to the tail-end of Coast-to-Coast with George Noory. This is a forum for the weird. Everything from UFOs to vampires to shadow people are fair game for a national discussion among people with insomnia and a wild imagination—a scary but entertaining combination.

Topics: advertising, PR, Public Relations, FLIR

Littelfuse, Inc., the global leader in circuit protection, has received a 2014 Platinum MarCom Award in the Marketing/Promo Campaign/Special Event category for the planning and promotion of the Speed2Design 2013 campaign. The company earned its second Platinum Award for creating a unique campaign that educated electronics engineers about the importance of circuit protection, while offering them a chance to win a behind-the-scenes ‘EXPLORATION & DISCOVERY’ experience at two NASA facilities.

Topics: Littelfuse, advertising, Twitter, MarCom Awards

Thanks to Guerilla Marketing author Al Lautenslager, who shared this with us at a recent Entrepreneurs’ Organization event.  We’ve always known that running an ad once doesn’t make much of an impact.  Seems like that’s been common knowledge for quite a while!

Topics: Entrepreneurs Organization, advertising, Goldstein Group Communications

Our client Littelfuse faced an interesting challenge this past year when coming up with a campaign to replace its successful Speed2Design 2012 IndyCar promotion.  The company created a racing-themed promotion the year before to take engineers “behind the scenes” at four IndyCar races as a way to tie its circuit protection devices to high performance technology.  And you can’t get much more demanding in terms of engineering performance than IndyCar racing.

Topics: Marketing, Littelfuse, social media, lead generation, brand building, advertising

“People get hired for what they know, and fired for who they are.”  That maxim for making the right employee hiring decisions holds true for making a good decision when hiring a b-to-b marketing agency today.

Topics: Marketing, advertising, marketing strategy, business-to-business

They’re admittedly new to b-to-b marketers, but sponsored tweets are just one of the new tactics we’re using to drive qualified visitors to client sites, drive higher social media engagement (important to Google and boosting search engine rankings), and to generate leads.

Topics: advertising, sponsored tweets, Twitter

What’s the most successful lead generation campaign we’ve ever run?  Without a doubt, it’s a tutorial handbook.  Regardless of the industry or the client, customers and prospects love handbooks.  If you’re looking for leads, look to the handbook.

Topics: Marketing, lead generation, advertising

Email inboxes have become a true horror story for many of us.  The flood continues, and it’s getting to be a daily chore to manage the flow of information.  So that presents a problem for those of us who rely on email marketing as an important lever of lead generation.  In fact, for the last few years, most companies have seen a steady decline in click through rates from a 6% overage to something more in the 3% range.

Topics: Marketing, advertising, email marketing, 2014 ad planning, business-to-business