Research
Monday, December 30, 2019

Your Media Representative – Feel the Love

Early in my career (1980-ish) as I was getting involved in advertising and PR organizations and mingling with other agency professionals, I noticed a fairly common sentiment: Many had an inherent disdain for media representatives, or what we commonly called “space reps”, as they sold pages or “space” in print publications. Thank goodness I was taught to have a different attitude about space reps at my very first agency job out of college. Here are just some of the many things I’ve learned – and am still learning – from media representatives during my career in manufacturing marketing communications.


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Thursday, December 12, 2019

Online Writing in 2020 and Beyond: 25 To-Dos and Not To-Dos

SEO is essential to writing, which presents a frustrating situation for modern writers who are not trained in SEO. Not just blog or article writers, but also PR, ad, social media, and product writers. The following list is a hybrid of thoughts that are what is most important from both a creative and SEO perspective to improve the quality of your online writing for today’s world. The tips include thoughts on craft, on-page SEO, physical and mental training/practices, and managing time, among others.
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Thursday, December 5, 2019

Gardner Business Intelligence 2020 Capital Spending Reports – The Insight Your Business Needs

Gardner Business Intelligence's Capital Spending Survey is an annual survey that collects statistics regarding budgeted spending on machine tools, testing equipment, software and more that are then projected across the metalworking industry based on plant size. This year the suite of Capital Spending Reports has been expanded to include more focused information on exactly what you need to know. These reports collect critical information on spending by machine type, industry, geography and plant size.


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Tuesday, December 3, 2019

November Gardner Business Index (GBI) Accelerates Contraction

The Gardner Business Index (GBI): November marks only the second time in 2019 that shops with more than 250 employees have reported an overall contraction in business activity. Prior to the July 2019 reading which fell just below 50, the last time that large firms reported contracting conditions was during the third quarter of 2016.


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Tuesday, December 3, 2019

Analyze 6 Elements to Land Better Conversion Rates

Chris Dayley, owner of SmartCRO, says, “I’ve run over 1,000 A/B tests. And one thing that has become glaringly obvious to me is that it’s impossible to predict what is going to work best on an email, landing page, or website. Thus, the need for A/B testing.” He offers six things to test in every email and landing page: value proposition, call to action, content, diversions, anxiety, and responsiveness.


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