Account Management in Manufacturing

Account Management | Manufacturing Industry

Account Management in Manufacturing Blog

Managing a global manufacturing company requires an experienced team and a keen focus on understanding the global landscape and technology infrastructure.

The manufacturing industry is a key focus of ours here at DCC & it is far from an easy one. This industry is a fast-paced environment with several moving parts (literally and figuratively). Thus, having a strong account management team that becomes an extension to the client’s team is imperative. Connectivity and communication across departments including sales, engineering, finance, environmental, safety, and HR are critical touchpoints in developing a comprehensive, data-driven results-based marketing strategy.

Here are just a few keys to success for managing a global manufacturing client:

  • Key stakeholder and internal departmental database across global locations
  • A structured internal communication process that is recognized and utilized globally
  • Robust timelines, budgets, and weekly cadence meetings—on-going communication and project advancement is imperative
  • Prioritize initiatives annually and develop integrated marketing plans with on-going optimization, monthly presentations & reporting, quarterly analysis against sales, and comprehensive annual reviews
  • Ensuring a cohesive brand and messaging strategy that is localized across the globe, across media and communication initiatives
  • Industry trend analysis, by sector, by market
  • Global communications, portal system(s) for consistency and cohesiveness
  • Customer and prospect database with audience and geographic segmentation, continual updating and integration with sales teams and with connectivity across social following strategies
  • Identified communication platforms for sharing and content development (for various manufacturing clients we use Facebook Workplace, WhatsApp, WeChat, Google Docs, 3Dx etc.)
  • B2B Media channel strategies that integrate messaging and content strategy by overall brand, product, and department (lately, HR recruitment and culture have been a critical focus area). We see notable results with LinkedIn, Facebook / IG, Twitter, HubSpot with email journey mapping, tradeshows, webinars, podcasts, presentations, video production (various formats, styles and usage), PR, HR / recruitment strategies, sales support materials, website & landing pages

If we take for example our clients in the automotive and commercial vehicle market, we know the transportation eco-system is changing rapidly with a focus on electrification and sustainability and they are navigating today’s challenges with workforce recruitment, retention, logistics and supply chain barriers, and public policy laws. Keeping up with these industry trends is extremely important to ensure we are leveraging their opportunities as thought leaders in the industry & ensuring they are viewed as relevant to customers. As we develop comprehensive marketing and communications strategies, these insights can drive our decisions on voice, content, and channel approach. Building brands and delivering content that is targeted, relevant, and results-driven in a B2B global environment can take on a complex, layered approach. Being in-tune with global restrictions in media delivery, cultural adaptation, and communication preferences can be a challenging particularly because customers and conditions differ across countries. As much as we want to be centralized we have to integrate a localized marketing, communication and engagement plan into our global marketing strategy. What does that mean? It means working with our clients to develop and streamline a planning matrix where we evaluate across department, product segmentation, geographic segmentation, and marketing mix. We ensure we have champions at each location that can help us execute on global goal. This will help ensure brand cohesiveness with a results-driven strategy. It requires a dedicated and experienced team to work as an extension to the company—it’s a partnership that we value and an industry we are passionate about!

We hope this provides key insights into the marketing in manufacturing. Give it a go! And, let us know your thoughts, we are always here if you need help or have questions!

Finding Your Own Balance

Finding Your Own Balance

It seems more and more people are searching for that work life balance. What does that really mean? Is there even such a thing? Are the pressures in life so strong that it becomes virtually impossible to gain? Does the pervasiveness of social media impact how we see ourselves?

Are we afraid to ask others for help and put undue pressure on ourselves to “do it all?” These questions have been on my mind for some time and I am frequently asked how I achieve work life balance. For me, about five years ago I really sat down with myself and thought about all this. What I kept going back to is that work-life-balance is a personal endeavor and that I needed to find my own inner peace. I believe balance is different for everyone—I believe that we each hold our answer to this question, but what is most important is that we find happiness and acceptance within ourselves. 

 

I thought I would share a few things that helped me personally achieve this internal state. For starters—I quit comparing myself to others. This was key. I cannot stress enough. To people who ask me I always say, “who you are and what you do is unique to you.” Get comfortable with that! Balance is a state of mind—and remember, don’t strive for perfection, strive for progress. Learn to set parameters and schedules. Communicating early and often with those around me is a must. My family has a group text and I am not sure what I did without it. 

 

Creating a positive internal state started from within. The very first “think” I did was set time in my schedule for myself and my health and I made it a priority. It wasn’t easy, but boy was it the key. I focused on making sure my personal health was in order because I realized a few years ago that my health was getting out of control and it was impacting my mood, my confidence, and my productivity. I needed to make my own self-care a priority. Think of it kind of like being on an airplane when they say, “put your mask on first and then your child.” In fact, I was overwhelmed with happiness when I started taking 30 minutes for myself in the morning to work out. It was amazing how it bred independence in my kids. They saw how important that was to me and how much it positively impacted everyone around me that they started taking accountability for their tasks in the morning to get out the door on time. In fact, today they even take on some additional tasks for me when they notice I am running late—without even being asked they start helping get my lunch and coffee ready. They do their own laundry, they keep their rooms in order, they do their dishes, they help with dinner. They are an important part of the team and I appreciate them every step of the way.

 

Oh, and by the way, this didn’t happen overnight. It took consistency, communication and effort. It was six straight months of focused attention on myself before it became a habit and it has had a dramatic impact on my perspective on life. It’s more than a lifestyle change—it’s a mindset change. Once I got that figured out, I set out to other parts of my life. First off, schedule, schedule, schedule. Think ahead, plan ahead and work ahead. Prioritize and don’t be afraid to use your resources, ask for help and coordinate with others. Surround yourself with good people, who truly care because toxic relationships can derail your happiness. Communicate early and often. I think I have said that more than once here so hopefully you are picking up on that J! I am very open with my family and my staff. My personal and professional commitments are all wide open on my calendar. If I cannot be at something or get to something I make sure I communicate. And if I miss something, which happens (a lot) I acknowledge that and make sure others know I welcome and appreciate the reminder. There are plenty of events I cannot make and plenty that I can make—to me that is just life not balance. I also think it is important to cheer on others, be supportive, and make a point to ask others if they need help.

 

I think seeing life from multiple perspectives and other vantage points helps you live your own life better. That has really been important to me, especially as I have grown older. Listening, not judging, and truly caring about other people’s views is so important. And honestly, it just makes you a kind and thoughtful person. We need more of that! Like everyone, there are days that do not go as planned or there are major bumps in the road. I stop and take 10 minutes, a few deep breaths, smile, think about the bigger picture and look for something positive from another viewpoint. Not everything always gets done, but if you surround yourself with good people and you focus on doing things for the right reason, you will find that inner peace and your own personal balance. Most importantly, I don’t let others influence my balance—I took the time to find my inner peace in life, love myself and I am incredibly grateful for the support from those around me!

Why Content Marketing Matters

Why Content Marketing MattersWhy content marketing matters

In 1996, Bill Gates published an essay titled, “Content is King” to the Microsoft website. In it, Gates states, “Content is where I expect much of the real money will be made on theInternet.” He was right. And he is right, because over two decades later, content is still the key to the consumer. Content marketing lays the foundation for every other online strategy. Here’s how:

 

+Content helps build SEO by providing more keywords that are used in search.

+Content attracts new traffic. SEO and interlinking strategies bring in new visitors.

+Content enhances the value and credibility of your landing page, increasing your search ranks.

+Credibility isn’t just for search engines. The more users that see your content, the more brand equity you will earn. 

+Content allows you to build relationships with other brands and industries and creates earned links.

+Content provides valuable material for digital and social media marketing.

+Content establishes your website as a source for information consumers need. Consumers will be more likely to return to your website, sign up for newsletters or share with their network. 

+Content encourages conversions. Well written, relative content with a well-placed call-to-action will result in conversions.

+Last but not least, content sticks. Unlike a paid digital ad or social post with a short lifespan, you will continue to reap benefits from quality content for the life of the post.

What DCC Loves

A few things we at DCC love. Celebrate Valentine’s Day by doing something you love!

Kara Demirjian-Huss loves family time, Peloton, espresso and ILLINI!

 

Lacey loves her dog, Fig.

 

Evelyn loves her cat, Ember, and ordering in dinner and watching a movie. AJ loves cats too!

 

Jennifer loves being able to read a book uninterrupted.

 

Brandy loves thrifting.

 

Pam loves a good nap.

 

Erasmo loves listening to and playing music.

Integrating Sales and Marketing

Sales needs marketing and marketing needs sales. So what can we do to ensure sales and marketing teams collaborate effectively? Here are three top tips:

 

Identify the Target

Streamlining the target demographic for your brand is imperative. Marketers have data and metrics to identify and target your brand’s demographic, which generates valuable leads that are likely to advance through the consumer continuum. That’s when sales comes in to cultivate the relationship and drive conversions. By isolating the target audience, it makes less work more effective for the sales team. Work smarter, not harder.

 

What’s the #GOAL?

Marketers think long term, whereas sales is more concerned about meeting this month’s quota. Setting common goals between both teams will get everyone on the same page. Today’s consumers tend to educate themselves before they shop, making campaigns with strong branding and content marketing necessary. Marketers generate, nurture and grow leads so that sales can seal the deal, up-sell or cross-sell to reach the identified KPIs.

 

Communicate

Both teams could learn a lot from each other—and should—regularly. Keeping an open dialogue helps optimize strategies for conversions. Sales can look at web data to offer insights and provide customer feedback while marketers can look at completed sales to calculate ROI. Finding and fixing bottlenecks in the consumer continuum requires both parties working together in harmony.

The Key to a Successful Messaging Strategy

At the heart of every successful messaging strategy is a differentiated, motivational and sustainable brand story—from which all brand messaging originates. Brand stories are not just who you are by definition or how you express yourselves through tone or voice, but it serves as the conceptual core for all you say and do as a brand.

  1. Storytelling is a universal language that transcends social and cultural differences.

Even the most diverse groups of people can find commonalities through storytelling, because they follow a defined arc and appeal to emotions and experiences that are innately human. Because stories are so connected to human experience, it is also important to consider the mediums in which you are communicating. Don’t subscribe to the notion that a story is limited to written or spoken word. With a well-defined messaging strategy, you are not bound by traditional definitions of storytelling. Engage other senses to relate to your audience.

 

  1. Stories help us actualize abstract concepts and simplify complex messaging.

When learning new concepts or information, analogies, personal anecdotes or real-life examples can help us better understand that knowledge in the context of our own lives. It is not easy to distill multiple large, amorphous ideas into an effective messaging strategy—so, consider the brand story as a vehicle for your brand values. Through storytelling, a multitude of talking points can coalesce into one, compelling narrative that is easy for your audience to understand.

 

  1. Stories are scientifically proven to increase attention and comprehension.

Neuroscience proves that storytelling is the most effective way to capture attention, increase comprehension, and forge brand loyalty through connection. Pathos-driven marketing influences intent and drives action—meaning consumers rely on emotions, rather than information, to make decisions. When our brains process information from stories rather than facts, the neural activity increases fivefold. Subsequently, the chances that your brain will recall the information increases exponentially.  

Snapchat & TikTok Marketing Tips

This isn’t your typical “how to place Snapchat ads” article – if you’re looking for step by step instructions or details about each type of ad, there are hundreds of articles out there. I’m taking you behind the scenes of a real marketer who places Snapchat and TikTok ads on the reg. If you want honest, effective tips on how to generate high performing ads across these platforms, keep reading.

If you’re thinking about advertising on Snapchat or TikTok, you’re likely trying to reach a younger audience. The ideal age to reach via these platforms are teenagers, specifically 15-25 year-olds for Snapchat and 10-30 year-olds on TikTok. If you’re trying to reach 50-year-olds, for example, C-suite executives, you’re in the wrong place. In fact, only 5% of US 56+ year-olds use Snapchat (source) and only 11% of US 50+ individuals use TikTok (source).

Great, so now we’ve established that you’re trying to reach people who have never heard of The Wonder Years. Now you need to think about what your goals are. Both Snapchat and TikTok are great platforms for brand awareness and app installs. Neither of these platforms have many options when it comes to targeting highly specific individuals (we’ll get more into this later). Trying to get the word out to everyone and anyone in your age demographic and location? You’re in the right place. Looking to reach industrial manufacturers to promote a new engine? You’re better off somewhere else (and may want to contact us for help…). To give you an example, we recently ran a campaign for a SNAP-Ed program to get the word out to eligible households about pandemic relief funding being mailed to their door. In order to reach as many people in a target audience with lifestyle, demographic, geographic and socioeconomic attributes, we knew Snapchat and TikTok would be ideal platforms. And we were right… we were able to get the word out to over 1.6 million affected people in less than a month! Okay, enough about us, let’s talk about what your content needs to look like to get results like this.

Content is one of the most important aspects of advertising on these platforms. You don’t want to do your classic stock image with a catchy headline and description – these work great on other platforms, but you won’t see the same performance on Snapchat or TikTok. Put in the extra work to create great content specific to these platforms and you’ll see exponentially improved results. For both Snapchat and TikTok, video is the optimal ad format. Users are on these platforms with the intention of consuming content in the form of videos and likely have some extra time to kill. Next, remember that your content will only show on mobile devices and will need to be sized accordingly. Be aware of the various limitations with where you want to put your logo/text – TikTok will have words or icons that appear over your content.

This is where Snapchat and TikTok vary slightly. You have more options with the type of content that will perform well on Snapchat. Check out these Snapchat success stories for some ideas. For TikTok, the best type of ad content mirrors organic content you see on the platform. Spend some time browsing the platform and pay close attention to the content that’s trending or that catches your eye instantly. TikTok trends are always changing, so browsing online won’t always provide the best information – you’re better off going directly to the source. While you’re at it, make sure to pause any time you come across an advertisement and take notes on how well it engaged you. Remember, you’re advertising to people who have grown up spending hours on end browsing social media. These users have been trained to quickly identify an ad and swipe past it almost instantly. Your ads should grab user attention within the first 2 seconds, as opposed to your typical 2-5+ seconds on other platforms. The best performing content will “trick” users into thinking they’re watching Addison Rae before they realize they’ve started learning about your brand (and if you don’t know who that is, you need to do more research). Here are some examples to get you started.

Now to start placing the ads. As a digital marketing specialist that places ads across Facebook, Instagram, LinkedIn, Google, Twitter, and more I have to say these platforms are not the friendliest for marketers. Being relatively new to the advertising space, you can tell they still have some work cut out for them. But being some of the most used and effective social media channels across our target age group, we can’t avoid using them. TikTok has your typical campaign goals – reach, traffic, app installs, video views, lead generation and conversions. Snapchat, however, only has website visits, calls & texts, app installs, app visits, and their newest feature Promote Local Place. A few things I’ve noticed while using these platforms that differ from other digital advertising platforms are:

  1. You can’t save the campaign as you go, and you can’t save audiences for future use. Make sure you have all your ducks in a row before you go to place the ad.
  2. Minimum daily budgets are $5/day for Snapchat and $20/day for TikTok. This will be important to know in advance if you’re working with a low budget.
  3. Copy is limited – you’ll get a short headline and description, but you won’t be able to fit much information in those. You’ll want to incorporate all of the information into the content itself.

Lastly, just like any other digital platform, always test out different content to see what works for your business. Both Snapchat and TikTok provide basic analytics such as reach, impressions, clicks, conversions, cost, etc. but neither will get as granular as something like Google. Pay attention to the click-through-rates, cost-per-clicks and conversion rates, and always make sure to use UTM URLs so you can track how users from these channels are engaging with your website content.

Take this information and use it to create the top performing Snapchat and TikTok ads you’ve always dreamed of having. And if you need any extra tips, we’re always here to help.

Evelyn Demirjian
Account Executive & Senior Digital Marketing Strategist
DCC Marketing

World Emoji Day 2021

For World Emoji Day, DCC decided to take a look at the usage of emojis across social platforms. These emotional graphics have transformed the way we communicate. With over 100 new emojis being introduced over the next year, integrating emojis into your digital strategy can encourage engagement from your followers and boost social post performance. Sometimes, a picture is really worth a thousand words.

Sources:
Prisco, J. C. (2018, May 22. Shigetaka Kurita: The man who invented emoji. CNN. https://edition.cnn.com/style/article/emoji-shigetaka-kurita-standards-manual/index.html

Marmer, D. (2018, April 9). These Emojis Can Increase Click-Through Rates, According to New Data. HubSpot. https://blog.hubspot.com/marketing/best-emojis?zd_source=mta&zd_campaign=15103&zd_term=vanditagrover&toc-variant-a=

Hunt, P. D. (2021, July 15). World Emoji Day 2021: How emoji can help create a more empathetic world, for all of us. Adobe Blog. https://blog.adobe.com/en/publish/2021/07/15/global-emoji-trend-report-2021.html#gs.6ln95e

Multicultural Experience

 

 

Five years ago, I started one of the most challenging moves of my life—I was moving to the United States and looking to start a new life.

Since I’m a foreigner and English is my second language, you would think that the language was my main concern. Right? No. Of course, working in a second language is a challenge, but after years working in Brazil creating campaigns in Portuguese and dealing with Brazilian audiences and their culture–the culture I was used to since I was born, I had to switch gears and learn a totally different culture. Believe me—even with a huge influence of American culture, it was not easy.

On one hand, it gave me a different perspective of US culture. I could observe points and nuances that Americans are so used to that sometimes they don’t even notice.

Also, as both a creative and cultural analyst, part of my job is to work on different campaigns dealing with diverse audiences—providing insights and direction in developing effective design and content. I believe it is a true asset to have a multicultural analyst on staff at an agency because understanding audiences and cultures is an important part of every company’s brand. Besides thinking about the target’s age, gender, financial status, behavior, etc. we must understand the culture and lifestyle of our audience. Without this lens, you would be missing a key part of understanding your consumer when developing your brand marketing strategy.

One example of our multicultural work was with the 2020 Census campaign. To achieve effective results, we had to segment the campaign’s audiences by ethnic and racial make-up—layering that on-top of other audience segmentation broken out by geography, socioeconomic conditions, and cultural lifestyles. A key part of this was working together with local community-based organizations who were trusted messengers and understood the cultural differences. Focus groups and interviews with these organizations helped us build relevant and authentic messaging which was then integrated into the campaign’s creative and implementation strategy.

We identified that a huge portion of the lack of census responses came from immigrants that didn’t understand English, who didn’t know what census was,  and who were concerned about giving their personal information—especially about their visa situation.

Aware of these concerns, we worked together with local communities’ organizations and created simplified messages—reinforcing that all information was totally confidential. We didn’t just translate the creative collateral.  We adjusted the languages, images, and slang to match each specific culture.

The success of this approach can be seen in the numbers. Illinois was ranked as the 7th state with most self-responded rate at 71.4%–very close to the 1st place state of Minnesota with 75.1%. The Illinois counties that partnered with DCC had great content engagement with an average of 70% self-responded rate. Six of those counties were in the Top 10 census response results for the state of Illinois.

Source: 2020census.gov

If you want to know more about our multicultural experience or would like to view our case studies, check out our Multicultural Marketing blog post or view our Portfolio page.

Erasmo Bussolin
Senior Art Director
DCC Marketing

University of Illinois SNAP-Education Selects DCC Marketing for Statewide Social Marketing Campaign

Chicago, IL – University of Illinois SNAP-Education has selected DCC Marketing to guide and develop a statewide social marketing campaign. The SNAP-Education program provides practical healthy eating and physical activity solutions for Illinois families and forms strategic partnerships locally, regionally and across the state to transform the health of limited-resource families in Illinois. In Illinois, SNAP-Education is provided through University of Illinois Extension and University of Illinois at Chicago’s Chicago Partnership for Health Promotion.

“We are excited to have DCC Marketing as our partner for this important project. Their work for the 2020 Census gave us great confidence in their ability to deliver strategic messaging that resonates with our target audiences—particularly their ability to inspire action in low-income and hard-to-count populations. They also have strong relationships with community-based organizations that will support our efforts,” said Beth Peralta, Media Communications Specialist, University of Illinois Extension.

According to state statistics, 1 in 8 households live in poverty and 13% of households receive SNAP benefits to supplement food shopping. The COVID-19 pandemic has significantly impacted the need for assistance with estimates of food insecure individuals reaching 50 million across the country—a 43% increase.

DCC Marketing will provide campaign messaging for SNAP-Education that focuses on the following goals:
• Improve the diet quality and increase physical activity of SNAP eligible families to promote overall health, reduce chronic disease and achieve healthy body weight.
• Increase food access opportunities for SNAP eligible families within identified communities to alleviate food insecurity.

Additionally, DCC Marketing will play a role in evaluating needs, resources and opportunities with agency partners across the state and grassroots engagement with participants. “I couldn’t be more honored to work on a project that will have such an impact throughout our state. Nutrition and physical activity are at the heart of wellness, but making lasting change in behavior is rarely a simple process. The education programs delivered through SNAP-Ed can change lives and improve the health of our underserved communities.” said Kara Demirjian Huss, President of DCC Marketing.

DCC is a full service agency that bridges the gap from strategy to execution reaching multicultural, multilingual audiences effectively. We are located in Chicago and Decatur, IL and certified both as an Illinois Women-Owned Business Enterprise (WBE) and by the Women’s Business Enterprise National Council (WBENC).

As reported on Yahoo! Finance, Markets Insider, AP News, Benzinga, MarketWatch, Daily Herald

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