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.  

Why Videos Are Integral To Your Digital Campaign

It can be challenging to make sure your content is reaching and engaging your intended audience. In the era of scrolling, users spend just three seconds viewing ads on desktop and even less on mobile. Research studies provided by Mobile Marketing Association (MMA)* state that while static ads and video ads have the same likelihood of being seen, video ads are twice as likely to create an emotional response with less exposure. This means that video is one of the most effective ways to get the attention of your target. Because of this, it is more important than ever to have a solid strategy that integrates videos into your campaigns—here are some things to keep in mind in order to increase efficacy and engagement.

Strategy

Before you begin creating any video content it is vital to clearly understand your objectives. What action do you want the user to make? Are you looking to increase traffic to your website, increase overall brand awareness, attract new followers, create conversation starters or maybe you want them to purchase a product? Moving forward with a clear understanding of your business goals will increase the effectiveness of your video campaign and create more engagement with the audience.

Content Types

What type of video content will work best for your campaign? Viewers are looking for authenticity through relatable content and personalization. Quality content comes from understanding your audience’s interests and reaching them on multiple channels. Content topics can range from discussions on the latest issues, industry insights, learning opportunities, product reviews and giveaways. Video offers various delivery channels and can be in the form of tutorials, interviews, vlogs, demonstrations, live videos, webinars, testimonials, brand storytelling and influencer user-generated content. Integrating a multi-channel approach in your video content strategy is a crucial step to reaching your audience and goals.

Best Practices

On average, your video should be two minutes or less. Rather than making one long, complex video that covers multiple topics, you can create multiple short videos in a series to expand over the length of your campaign. This form of micro-content is easy to consume and keeps your message concise while also giving your viewers additional opportunities to engage with your business. Adding motion into your content doesn’t have to be complicated. Simple animations and gifs create dynamic video content that are timely and budget friendly to produce.

Accessibility of your videos is important particularly when reaching a large audience. Videos often preview or begin playing without the sound on most platforms, so it is important to make sure that a video transcript is added to allow the viewer to receive your message even with the sound off. Multicultural marketing is a great way for your content to remain relevant and connective to your audiences. Crafting your campaign messages to the native language of your various audiences adds authenticity and adding subtitles allows non-native speaking audiences to clearly understand the content.

Just like any digital content, your videos should be search engine optimized. Video SEO will allow your video content to be indexed and ranked based on relevant keyword searches. Having a good optimization strategy gives your videos a higher likelihood of registering during searches. Adding tags to your videos and crafting compelling headlines and descriptions will help increase your search results.

Understanding the differences between each of the social platforms will help you adjust your video for optimal performance. Each platform has different requirements for video dimensions, video length and viewing orientation. These requirements are constantly being updated and improved upon, so it is essential to be aware of these changes to keep your content optimized to the platform.

Creating authentic and compelling video content against a solid marketing strategy will add value to your viewers and drive engagement with your business. Take advantage of the growing demand for video content and find out how DCC can help you craft your next video campaign and social marketing efforts.

*
https://www.mmaglobal.com/news/mobile-marketing-association-reveal-brands-need-first-second-strategy

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

Life Lessons from Dad

As kids in the Demirjian family, we had home cooked meals on the table every night at 6:30 sharp. You ate what was prepared, no complaints. We took family road trips in our wood-paneled wagon; I sat in the rear-facing trunk seat, of course, because I was the youngest of five. Chores weren’t paid. They were simply expected, and our curfew was strict. My mom would even wave a wooden spoon at us if we misbehaved. She never used it, but we still ran. Education was always a priority for my family—put the time in, do your best, always keep learning, and help others with what comes easily to you. So much of the business that I have built and who I am today started with my childhood, made wonderful in part by my amazing father Jerry Demirjian.

My dad always made it a priority to foster our unique passions and guide our career paths. He preached confidence and independence while building up our individual skills. He brought us up as a close-knit family that supported, cheered, and helped one another—which was truly an accomplishment with five, highly competitive children. Everything my dad does (still today at 88) comes with an important lesson—even his grandkids lean on every word. My dad’s story is an inspiring one that we recently captured in our succession planning efforts.

As I look back, I am so proud and extremely grateful for my dad and late mom. In fact, I can honestly say everything I do today for my family and our businesses is born from their influence.

At the ripe young age of 50 (my age now), he risked it all to buy a business and put everything on personal guarantee with four of the five of us in college. He worked for years, sharpening his skills to be able to take on this new level of responsibility. He believed that without risk, there is no reward. He believed in building teams, filling gaps in his weaknesses, and being hyper aware of company culture. He built a supportive work environment not just for his employees but, also, their families. My dad believed in rolling up his sleeves and working hard. He would always say, “No matter your position—you must always be personally accountable.”

You rarely see him stress (unless it’s tax season), but I now know why he always preaches to save wisely, never live beyond your means, and keep debts low. My dad has always given back to the community and the faith that has supported him. My father taught us all the importance of generosity, kindness, and integrity. He has spent his life leading by example, and now, I spend mine leading by his.

Happy Father’s Day, dad. Thank you for giving me the tools, love, and guidance to build my own business, launch and lead a real estate investments portfolio, and stand by my brothers Richard and Charles to help grow their businesses, T/CCI and Tillotson. You risked everything for us 35 years ago!


Kara Demirjian Huss

Connect with Kara

This site uses cookies. By continuing to use this website, you agree to their use. Privacy Policy

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close