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Hotel High Tech Cliper

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FORMULATE, TEST & MEASURE



So the formula uses some judgment to place your initial bets. Always make sure that you objectively test different key elements(such as price) of your offer with several controlled options, and measure the results. Good marketing programs are always testing and measuring new versions of each key element, which allows you to continuously improve, and refresh, a campaign. Also remember, measurability doesn't just happen--it needs to be "designed in" upfront. If you don't think about measurability for a specific program until after the fact, you'll likely have lost the opportunity to measure it at all--or at least as well as you could have, with some simple planning prior to program execution.

TOP 5 BETS

As I stated above, every promotional marketing program needs to be individualized for the current time, market, product line and budget. You've got to start placing your bets somewhere (the "art" segment of finding great promo programs, as discussed above). For someone out there just getting started, or trying to evaluate where to go next, here are some great programs to consider first:

PRESS RELATIONS(PR)--generally my favorite marketing program for most high tech companies. This activity is intended to provide your products and company with reviews and publicity in high tech trade journals, and depending upon the product, possibly general circulation newspapers and magazines, as well. If you have a good product that fills a need, getting positive reviews will provide your company with tremendous leverage and credibility, filling the prospect pipeline with eager potential customers. Depending upon your particular market, hiring a PR firm or a "do it yourself" approach might be most appropriate. But nearly every company with a real solution for a particular market needs to have an active PR program of some sort.

SEARCH ENGINE OPTIMIZATION(SEO)--unless you're selling a $1,000,000 product with a potential customer universe numbering less than 100, this is something almost every company should be doing. SEO is the activity which helps your website be found "higher up" in the results of a search conducted by someone using a search engine such as Google, Yahoo or MSN. No time to go into the details here, but it is a high return activity. A little investment of time or money upfront can yield a strong return in revenue and profit gains. Much like PR above, even with no budget to outsource this to an expert, you can conduct an SEO review and make improvements to your website on your own.

DIRECT MAIL TO IN HOUSE LISTS--if you're not doing a good job of capturing contact information on your customers and prospects, shame on you! Lack of doing a good job in this area is one of the more striking deficits that I see in the marketing efforts of high tech companies, particularly the early stage variety. It's especially critical to capture email addresses, and do it in such a manner that the customer or prospect grants you explicit permission to contact them by email. You've spent a lot of money making contact with each of these prospects or customers, and a well-executed direct email campaign to sell them additional products and services can a bring quick boost to your revenue, with nearly zero incremental costs. Every High Tech company should strive to have an active direct email campaign of some sort, to allow your brand to maintain mindshare within your target audience.

PAY-PER-CLICK ADVERTISING--while this area has gotten quite a bit more competitive over the last year or so, I still highly recommend it as a preferred marketing program, for a great majority of high tech companies. These are the small "text ads" that appear next to organic Search Engine results and are labeled typically as "Sponsored Links". Pay-Per-Click programs are the internet advertising analogy to prints ads in the printed media world, much like organic search engine results are the online analogy to editorial placements in the print world. The two best known Pay per Click services are Google Adwords and Yahoo Search Marketing (formerly Overture). Particularly for companies with highly target-able or niche markets, this can be a very cost-effective and rewarding activity.

DIRECT EMAIL TO RENTED OPT-IN LISTS--this is also an activity that has taken a hit in popularity over the last couple of years, due to the problem of SPAM, and over-saturation of email in general. But if you've done a good job in target marketing overall, and you have been successful with emailing to house lists and Pay-Per-Click advertising programs, focused direct email programs to targeted lists may still be quite successful. Shot-gunning almost never works, and can harm your brand if poorly done. B2B is much more viable than B2C email marketing. Just remember, direct marketing in every medium is all about the offer and the list. So if you have a strong offer, and are able to rent a list that fits closely with your target audience, email to outside lists can be a strong contributor within your overall promotional plan.

I hope that this is has been a useful outline of the basics of high tech promotion. As always, I'm very interested in your feedback. --
Hotel High Tech Cliper
The gleaming, intricate parts emerge from 200 lb. slabs of aluminum alloy that have recently been cut by a screaming 50 hp saw from even larger sheets of the stuff. Chips are flying and coolant is spraying from high speed tool bits controlled by carefully written CNC (Computer Numerically Controlled) programs. Attentive, highly skilled milling machine operators watch as first the part moves and then the tool bit is positioned. They are making components for the next generation of space exploration machines.

Seemingly delicate suspension system parts for the new lunar rover are arranged as if on display on the carts marked "Work In Progress" in front of their machines. There is an air of purpose and mission in this huge building whose primary charge is to support the NASA astronaut training facility and research arm at the Johnson Space Center, Houston, Texas. There is also ample evidence of a strong commitment to worker safety, even on a small scale. Right next to the rover part, as it sits in front of the machine that just produced it, is a neatly lettered red and white sign that reads: "CAUTION - SHARP EDGES" warning anyone of the risk of laceration should they dare to handle this freshly minted piece of the future.

Jacobs-Sverdrup, the firm that runs this shop and many others for NASA, recently chose my company, Lovegreen Risk Management, to do two things. First, it was my privilege to assess the machine guarding and control hazards at this shop and the adjacent wood and model shop. My survey last year included over 100 machines. Second, we were chosen to propose, design, fabricate and install solutions to the machine safety and regulatory compliance issues I found and recorded. We recently returned from a 2-week project wherein we fulfilled our proposals. The way in which we helped solve their problems is characteristic of our work.

Here is an example of our approach. Among other machines, this shop contained 10 Hurco CNC Vertical Mills. These mills are characterized by having a large table, sometimes up to 8 feet long and about 4 feet wide on which the work piece is held by clamps. The CNC system drives this work-holding table in 2 directions, left/right and in/out. Above the table a rotating tool bit is suspended that can go up and down. Adjacent to the tool bit is a tool changer that holds a large number of different bits. These bits are automatically substituted under the direction of the CNC system. Once the work piece is manually clamped in place and the tool bit is zeroed by the operator, the CNC program guides the motions of the machine. While the bit is engaging the work piece, multiple streams of water-based coolant bathe the point of operation, cooling the tool bit and carrying away some of the chips. Everything that is not "the part" becomes an airborne chip that flies away from the point of operation in a spray of coolant.

The manufacturer of these machines provided a 3-sided enclosure around the work holding table to help contain chips and coolant. Unfortunately, like so many other manufacturer-supplied machine shields, it is inadequate. Once I characterized this hazard, my task was to help design a supplementary shield system that would: 1. Provide a user-adjustable shield intended to comply with basic OSHA machine safety standards. 2. Help control and deflect broken tool bits and loose inserts if these hazards should occur. 3. Provide a user-adjustable shield intended to comply with basic OSHA machine safety standards.

This shield system should have the following characteristics: It must be compatible with and supplementary to the existing OEM machine enclosure. It must not require significant modification of the machine or require significant downtime to install. It must be user adjustable through a wide variety of configurations and be capable of stopping or deflecting chips and coolant normally produced by the machining process. It must be made of parts and materials that are compatible with the process and which are reasonably priced and be capable of being fabricated and installed quickly in the field with standard hand tools

We chose to design, fabricate and install a rather low-tech shield set for machines that are turning out some of the world's most high-tech parts. We provided each of the ten Hurco mills with a set of four shields. Each shield is fabricated from ?" thick polycarbonate sheet cut to fit the particular side of the steel OEM mill enclosure or "tub". The shield is fitted with two simple handles near its upper edge that the operator may use to position the shield. Below the handles, near the lower edge of the shield, two powerful ring magnets are fitted in chromed steel cups. These magnets secure the shield to the inside vertical surface of the tub in almost any position the operator may choose. To position the shield, the operator pushes away and breaks the magnet's hold. Once he chooses a new location, he allows the magnets to regain their hold. We call this the LRM MagnaShield.

I am pleased to report that the MagnaShield gained almost immediate acceptance and praise from the operator's on whose machines it was installed. Management staff saw its utility immediately and are including it in their Safety Action Plans for this machine type.

Fifty years ago, I stood in a dark North Dakota farm-yard and desperately scanned the sky, trying to see Sputnik. Later, I dreamed of working for NASA and the US space program. While I realize that I will never be an astronaut, I feel I have contributed in a small way to the effort to explore the stars by helping to protect those who support the explorers. Safety has its own rewards.

Dave Volker

Safety Consultant LRM, LLC

Dave Volker is a safety consultant with Lovegreen Risk Management. He may be reached at dvolker@lovegreen.com. Visit the Lovegreen website at http://www.lovegreen.com
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Both Phil Morettini & Chuck Oestreich are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Phil Morettini has sinced written about articles on various topics from Marketing, Pearls and Small Business. Phil Morettini is President of PJM Consulting, Management Consultants to Tech Companies PJM provides assistance in Management, Product Marketing and Biz Dev. More Articles at. Phil Morettini's top article generates over 22200 views. to your Favourites.

Chuck Oestreich has sinced written about articles on various topics from The Internet. Dave Volker is a safety consultant with Lovegreen Risk Management. He may be reached at dvolker@lovegreen.com. Visit the Lovegreen website at . Chuck Oestreich's top article generates over 2900 views. to your Favourites.
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