Evolution - Revolution - Disruption

• Fax machine 1982

• Prodigy (Marketing for Sears) – Late 80’s (1988 in Hartford) only

possible with dial up modem.

• Evolution from 2,400 baud to high speed

• Disruptive USPS

• Holiday Cards vs. Holiday Emails and Video messages

Evolution - Revolution - Disruption

3D Printing/Additive Manufacturing

Disruptive Marketing

Finding the Right Mix

The right mix includes:Traditional marketing, including direct mail. Online marketingSocial media marketingVideo

 To implement the right mix you must understand:Who is your audience?How do you market?Does your marketing fit your audience?

Traditional Marketing

Advertising/Branding – Today everything is integrated with online marketing where “call to action” can be far more immediate rather than ONE WAY with strictly traditional.

Trade publication advertising (branding)Trade press - publicity, press releasesMail packs/postcard decksPrinted LiteratureDirect snail mail: CatalogsPremiums – value of premiums, not just giveaways

Integrated Marketing

Become an expert in your field - provides many marketing opportunities

Source for articlesWriting articlesSeminarsWebinars (data collection)Example - www.combustibledustinfo.comAll helps for SEO – Search Engine Optimization

Digital Marketing - Overview

Digital MarketingWebsiteEmailSocial Media

Mobile Devices/Smart PhonesAppsQR Codes free marketing toolWebinars

• Branding• Marketing/Advertising• Lead Generation• Ultimately Sales• SEO• DATA COLLECTION

Digital Marketing – Why we do it

Source of images: http://www.freeimages.com/

Digital Marketing - Website

• Can be a very effective marketing tool• Email – NO free email like @aol.com, @gmail and

@yahoo.com not taken serious by business professionals. • Email Signature…free marketing tool• Email Marketing: Constant Contact (+ social media interface)

Digital Marketing - Email

Source of images: http://www.freeimages.com/

SPAM

Digital Marketing - Email

Digital Marketing - Social Media

It can ALL be disruptive if you are not aware of what marketing tools your competition is using!

Social Media not as powerful without… …Mobile Devices/Smart Phones

• Importance of smart phone (vs. old fashion cell phones) to enhance social media.

• How many have smart mobile device? Tablet?– How many had one five years ago?• Apps, Apps and more Apps (Advertising)• QR Codes (link to videos, tech data)

Social Media is Social Interaction…

Source of images: http://www.freeimages.com/

Or how disruptive is Social media???• 61% of US marketers use social media to increase lead

generation• 67% more leads per month are generated by companies who

blog• IBM saw an increase of 400% in sales in a social selling pilot

program• 55% of buyers search for information on social media• 75% of buyers likely to use social media in the purchase

processSource: http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/

Social Media – How Social is B2B?

• LinkedIn: Contacts, Groups, Recommendations, Networking: Combustible dust case study

• Twitter: As well as tools: Tweetdeck or Hootsuite – what’s trending , track competition and industry news.

• Facebook: Still a valuable tool for local business and branding• Pinterest : Great for telling visual story via images & infographics. • Picasa Web/Google Images• YouTube: Comdust, Manifold Video

Social Media – What we use

All are FREE marketing tools disrupting the traditional marketing methods with

multi-directional communication.

Social Media – What we use

Initiate, engage, and nurture relationships that are important to your business. With LinkedIn’s authentic, accurately targeted content solutions, marketers can actively influence purchase.

Social Media – Linkedin

Understanding YOUR own customer will determine whether facebook will work for your B2B business.

Infographic Source: easyeMerge.com

Social Media – facebook

Twitter is not only an information network, but also a valuable marketing tool for you business. Whether you want more customers, website traffic, app installs or sales, our suite of resources will help you plan for the new year and build momentum to achieve your goals. Source: twitter.com

Social Media – Twitter

While popular with recipes, children’s activities, and much more. Many manufacturers have a board customer base and this is just one more tool to reach the customer…

Social Media – Pinterest

Online marketing tool…visual storytelling for B2B marketing

Infographics

• Google – why focus on Google? Data…

• Google+

• Google Adwords* and display ads and remarketing opportunities

• Google Analytics: website traffic analysis

• Google News Alert: track news on company, competitors or industry topics

• Google Picasa: Images and SEO by tagging images

• Google Local/Maps: Good for local business, restaurants, B2C and B2B.

• YouTube (owned by Google): Viral Social Media Marketing.

• Google Translate

• 14 more Google tools you didn’t know existed

All are FREE marketing tools disrupting the traditional marketing.*Free other than Adwords

Disruptive Google….

The Future

Technology is reshaping and in many cases DISRUPTINGmarketing for manufacturers and beyond.

Jamison Scott

VP/Corporate Officer

Air Handling Systems5 Lunar Dr., Woodbridge CT 06525

203.389.9595 x 105 jscott@airhand.com

www.airhand.com

Combustible Dust Info

 FACEBOOK LINKEDIN TWITTER

Thank you