Uncategorized Archives - Adventures in Marketing

Case Study: PMI’s Website Optimization and SEO Transformation

February 12, 2025/0 Comments/in Uncategorized/by Chelsea Poore

PMI Industries, Inc., an underwater cable solutions company, had a strong focus on delivering excellent services to its customers and recognized the need to elevate their digital presence to stay competitive in the marketplace. Their website was functional but lacked a modern Search Engine Optimization (SEO) strategy and did not reflect the full potential of the brand. Working alongside their marketing and public relations firm, Felber PR & Marketing, PMI embarked on a comprehensive website overhaul, optimizing for SEO, and enhancing its overall marketing and communication strategy. The transformation has resulted in dramatic improvements in website visibility, customer engagement, and inbound leads. Read the full case study below!

Initial Challenges

Before working with the Felber team, PMI’s website was very basic and lacked a structured SEO strategy. Additionally, the website had undergone many revisions, ultimately resulting in a patchwork of pages and links that were hindering optimization. PMI had a solid understanding of SEO and the importance of keywords, but they had not yet focused on defining their brand identity and how they wanted to be represented through specific keywords and phrases. The company was aware of the need to improve their digital footprint, but hadn’t fully explored how a comprehensive SEO approach could help them achieve their goals.

The SEO Process

The Felber team stepped in and took a methodical and research-driven approach to optimize PMI’s website for SEO. The first step involved understanding PMI’s business objectives, target audience, and key differentiators. From there, the team focused on the following:

Keyword & Competitor Research: The Felber team helped PMI identify the right keywords and phrases that aligned with their business and would resonate with their target audience. This required deep research into industry trends, competitor analysis, and a better understanding of the company’s services. This process also helped the company rediscover their brand focus and create a clear picture of their ideal customer profile (ICP).
Homepage Optimization & Design: The homepage of PMI was redesigned to prominently feature key aspects such as products, markets, capabilities, and contact information. Keyword-rich header tags (H1, H2, H3) were added to enhance SEO, and the meta description was optimized to effectively summarize the content while incorporating relevant keywords. Without clear header tags, websites are virtually invisible to search engines.
Image & Navigation Improvements: To improve both performance and user experience, the Felber team optimized images by adding alt text, renaming files, and compressing their sizes for faster load times. Additionally, site navigation was enhanced to make it more intuitive and user-friendly, while clear calls-to-action (CTAs) were incorporated throughout the site to drive higher conversions. Call to actions are critical in the successful development of conversion paths, the clear and concise process of capturing prospect information on a website.
Mobile & User Experience Optimization: To ensure a seamless experience across all devices, the Felber team focused on mobile optimization, making sure that PMI’s website was fully mobile-friendly. This included adapting the site’s layout and design for smaller screens, ensuring that all content is easily accessible and visually appealing on smartphones and tablets. Emphasis was placed on user experience (UX), ensuring that navigation, readability, and functionality were consistent across devices.
Google Business Profile: The Felber team set up and optimized PMI’s Google Business Profile by ensuring all location details were accurate and up-to-date, adding high-quality images, and enhancing the profile with customer reviews and a comprehensive Q&A section. These improvements help increase local visibility, making it easier for potential customers to find PMI online and learn more about the business directly from search results. The Google Business Profile is often the first impression a visitor sees during a search.
Ongoing Content Strategy: Content quality was also an item of focus. The Felber team emphasized creating keyword-rich content with inbound and outbound links that not only will perform well in search rankings, but also drive traffic and reflect the company’s value proposition. Optimizing for SEO is just the first step in an ongoing and consistent process of content development and inbound marketing.

Results and Impact

Since the completion of the SEO work, PMI has seen a noticeable increase in inbound activity. In addition, the Felber team also implemented the use of Google Ads to further PMI’s return on conversions. Key results include:

Increased Inbound Leads: The company has seen more inquiries coming through from both the “Ask an Expert” and “Contact Us” forms on the website. Additionally, the number of calls and emails from new and existing customers has significantly increased.
Unsolicited Feedback: Several current and prospective customers have mentioned, unsolicited, that they “found PMI via Google search”—something they had not experienced before the website optimization.
Improved Website Visibility: The visibility of PMI’s website on search engines has improved, leading to higher levels of organic traffic and an enhanced online presence.

Customer Satisfaction

PMI was extremely pleased with the work that the Felber team did. Bob Centa, President & CEO of PMI exclaims, “I’m very pleased with the results; not only as it relates to the website and SEO, but the overall efforts in Marketing & Communication.” The website overhaul and SEO optimization helped them see immediate value, and the process itself was smooth and comprehensive. The results were even more significant than PMI initially anticipated. “I knew we needed to improve PMI’s ‘presence’, but I didn’t realize how comprehensive the process would be and the kind of results we would see. I couldn’t be more pleased,” said Centa.

Recommendation

PMI would wholeheartedly recommend the Felber team to other businesses looking to improve their website’s SEO and overall marketing efforts. The depth of the SEO process and the far-reaching results were a surprise to PMI. While they had expected improvement in their online presence, they had not anticipated the breadth of the work involved. The Felber team’s expertise and thoroughness led to results that exceeded PMI’s expectations. According to PMI, their knowledge, process, and dedication to results can have a positive impact on any company looking to increase awareness and visibility online.

The Road Ahead: Future Goals

While the SEO work has brought immediate results, PMI views their digital transformation as an ongoing journey. They have been continuously working on improving all aspects of their business, including website content, customer engagement strategies, and service offerings. Moving forward, PMI plans to:

Increase Sales to Current Customers: Leveraging the enhanced website to sell more to existing customers through improved communication and targeted marketing efforts.
Attract New Customers: With their improved SEO and online presence, PMI aims to capture new customers, especially in new geographical areas.
Expand Offerings: They are focused on developing new products and services that align with market demand.
Grow Through Acquisition: PMI also has plans to expand horizontally and vertically through strategic acquisitions, which will be supported by the visibility generated through their optimized digital presence.

Conclusion

PMI’s partnership with the Felber team marked the beginning of a major transformation in the company’s online visibility and marketing efforts. The comprehensive SEO overhaul led to increased inbound leads, greater brand awareness, and higher customer engagement. The process also provided valuable insights into the company’s digital presence, which PMI plans to continue building on as part of their long-term growth strategy.

For businesses looking to improve their website’s SEO and overall online marketing, the Felber team’s strategic, data-driven approach can help deliver measurable results and set the foundation for future growth. Ready to take the next step? Contact the Felber team today to get started!

Unlock Growth in Your Niche Market: Marketing & PR for Manufacturers

December 8, 2024/0 Comments/in Uncategorized/by Rob Felber

“You need to understand that our manufacturing company is very niche.”

We hear this from nearly every manufacturer during our discovery meetings. “We are a very niche business.” It typically comes up when we start discussing their target market. Are the questions we ask about persona and their ICP (Ideal Customer Profile) making them uncomfortable? Are they embarrassed that they do not know or have personas documented? The niche description they reference seems like an excuse for not previously targeting the best prospects.

My experienced, slightly skeptical side often wants to ask: Have you truly reached every potential customer in this niche?

By raising the niche concept, are they implying that there is no one left to sell to, or is there a deeper story behind this claim? Some even go further, saying, “Everyone knows what we do. Only a small number of customers use our services. We know every prospect already.”

Is Marketing Ineffective for Niche Businesses?

Another recurring theme is the belief that “marketing doesn’t work for us because we’re so niche. No one makes what we make (or as well, or for the best price, etc.).”

This sentiment often stems from how these businesses began. Many manufacturers started with a single, very focused solution born out of necessity. Their growth came from networking, cold-calling, and sheer determination, often with little or no formal marketing. However, these same companies likely have a website, printed specs sheets, business cards, and perhaps even email campaigns or sponsored events. These are all forms of marketing–even if they don’t think of it that way!

Finding Room to Grow in a Niche Market

Once we establish their niche definition, we ask: Why are we here? The answer is almost always the same: they want more leads. We also hear we need more people to know who we re and what we offer. OK, now we are getting somewhere. These discoveries can illuminate inefficiencies in their sales process or gaps in their team.

Growth Means Rethinking the Sales Approach

Expanding in a niche market requires managing and engaging more prospects. This often involves redefining the sales approach or even expanding the team.

Ask yourself:

How often does your team engage with prospects to stay top-of-mind?
Are you confident your sales teams are focusing on the best leads? (BTW, what ARE your best leads?)
Would you want metrics to track this process and align it with your target accounts?

Growth isn’t just about finding more prospects–it’s about effectively moving them through the sales funnel.

Our Process: 32 Years of Refining Lead Generation

We begin by asking manufacturers about their ideal customer profile, prospect persona, and the industries they serve. Our ultimate goal is lead generation as a measurable result; achieved through a combination of marketing, public relations, web development, SEO, CRM tools, and automated marketing.

There’s no one-size-fits-all solution. Lead generation requires a structured process, full buy-in from leadership, and collaboration between sales and customer service teams. The saying rings true: The sales department is not the whole company, but the whole company is the sales department.

So, there is room for expansion in their niche! Our process often uncovers untapped opportunities to penetrate their existing market and reach.

If this sounds like work, it’s because it is. But it’s worth it. If you’ve made it this far in this article, we should probably talk. Grab 15 minutes on my calendar and let’s explore how to unlock growth in your niche market.

The Impact of Employee Milestones and Features: A Grand River Rubber and Plastics Content Case Study

September 9, 2024/0 Comments/in Uncategorized/by Chelsea Poore

The Impact of Employee Milestones and Features:

A Grand River Rubber and Plastics Content Case Study

The Felber PR & Marketing team recently performed a case study to determine how well-received employee milestones and features are for our client, employee owned Grand River Rubber and Plastics. We work with them monthly to feature individuals who have recently achieved milestones or who have given the company another interesting reason to feature them. The milestones and features are then posted on social media via Facebook, LinkedIn, and Twitter. We would like to share our findings with you to show the impact that this has had at Grand River Rubber and Plastics.

Each employee milestone and feature has drawn considerable interest from staff. Since the start of this initiative, there has been a great amount of positive feedback. “We’ve heard employees offer congratulations to their colleagues and have seen an increase in engagement from employees on Facebook posts for milestones, as well as community partners,” shares Kellie West, Inside/Outside Sales. Kellie also shares, “stories are drafted by the marketing team and the information comes from a series of questions crafted by that same team.”

These stories have aligned with Grand River’s company culture, reinforcing family, teamwork, and recognition. It is not hard to find participants, as many are eager to share! However, some employees are slightly hesitant about putting themselves on a public social media post, whether it be personal details, information about their time with the company, or pictures. We always suggest following their wishes and not insisting they participate.

This feature has helped distinguish our client from their competition and has helped with recruiting. Kellie emphasizes, “It sets us apart from other companies who fail to use social media to recognize and engage employees. It also shows our customers and community that we care about our employee-owners and feel they deserve our appreciation for their time with us. These posts increase our visibility to people in the community through social media engagement, most often via recommendations from Facebook and LinkedIn as ‘pages suggested for you’. It’s also a great tool to show the longevity of our team, that people who start here tend to stay here. It speaks to job security, as well as job satisfaction.”

Overall, these stories have made a positive impact on our client. Not only do they help to set them apart and attract new talent, but they help everyone get to know each other better. “It’s always nice to learn more about the people you consider your work family. Aside from helping to understand needs and motivations, it’s just fun to know more about them,” explains Kellie.

Secure Your Story: Master Trade Magazine Editorial Guidelines

July 26, 2024/0 Comments/in Uncategorized/by Chelsea Poore

Just as you research and study what your prospects and customers value, you need to understand what each individual trade publication values. Equally important is understanding how they compete against other publications.

Why Understand a Publication’s Competition?

Why should we care who a publication competes with? Think about it this way. Trade publications compete for advertising revenue and quality content—one cannot thrive without the other. Knowing what makes a publication unique allows you to tailor your stories to fit their specific needs and interests, making your pitches more likely to succeed.

The Importance of Audience Insight

Each trade publication or magazine has its own culture and audience. A better understanding of a publication’s readership will help you craft newsworthy content that editors will love. Consider targeting exclusive stories to just one publication at a time to enhance your pitch’s appeal.

As a refresher on PR Newsworthiness, check out:

4 Ways to Determine if Your B2B Manufacturing Content is Newsworthy

Three Ways to Better Position Your Manufacturing Company for PR Success

Download and study the publication’s media kit. Media kits contain advertising information, and more importantly, feature a detailed breakdown of their audience. Remember: your news has to be relevant to this group of readers or you do not have a story.
Review editorial calendars. Trade publications release their editorial calendars for a reason. They often detail the major topics and specialty columns they’ll cover over the next 12 months. Request specific written editorial guidelines. Editors appreciate when you show an interest in their publication instead of sending irrelevant, junk stories!
Set up casual meetings with editors. They are more than willing to share what they feel resonates with their readership. You need each other so why not create a strong relationship? Make sure to read the magazine, especially stories they authored so you know how they think and what they like to cover (write about). You will be surprised by what you can learn in a 10-minute Zoom call.

By understanding and aligning with a trade publication’s values and guidelines, you can significantly enhance the chances of your story being published. This approach not only helps you get your relevant content out there to readers but also builds lasting relationships with key editors.

Want more on this topic? Download our free Manufacturer’s Guide to Public Relations eBook.

Do you have a story to tell but need help? Let’s take 15 minutes and find out if your story will make the cut. Book time with Rob Felber.

We Were Featured on the Manufacturing Masters Podcast!

July 5, 2024/0 Comments/in Uncategorized/by Zoe Blank

We are thrilled to share that Rob Felber, resident expert, founder of Felber PR & Marketing, and veteran firefighter was a guest on the Manufacturing Masters Podcast!

If you hear the words PR or Public Relations and you automatically picture the press room at the White House and some catastrophic news, you’re not alone.

The good news for manufacturers… Industrial Public Relations is NOT THAT.

Rob sat down with Allison DeFord from Manufacturing Masters to demystify PR and show you how to use it to your advantage.

In this episode, you’ll learn:

How to become newsworthy
How to choose the right industrial publications
How to turn one article into ten different conversations

Tune in on YouTube, Apple Podcasts, Spotify, or anywhere you get your podcasts.

If you listen, we’d love to hear your thoughts!

I’ll Pay For a Gourmet Meal of Your Choice in 30 Years

March 21, 2024/0 Comments/in Felber 30th Anniversary Series, Uncategorized/by Rob Felber

I'll pay for a gourmet meal of your choice in 30 years

In 2023, to celebrate our 30th anniversary, we wrote about our history, what we’ve learned, and even entertained advice for your younger self, 30 years earlier. Thanks to all those who gave their advice & all those we’ve worked with over the last three decades.

Reflecting on our 30 years in business got me thinking about what could be in store for the next 30 years. I want to make a few predictions on the next 30 years, and if I’m wrong, call me up then. I’ll take you out for a full gourmet meal. Dinner in 2054 will probably be closer to noon – I’ll need to take my nap by 3.

All the rage across every business sector is Artificial Intelligence (AI). While this may certainly play out, I think in the end we’re still human. I predict we might simply call this “intelligence.” I truly hope there is nothing artificial about it, and we use our brains and subsequent technology to better feed the world, cure disease, and in my best “Miss Congeniality” moment, world peace.

I predict marketing will continue to segment. If, in 2024, I can get a replacement TV remote from Amazon in 8 hours delivered to my door, by 2054, I can certainly hope my built-in 5-dimensional printer can make whatever I want in seconds. “Earl Gray Tea, Hot,” Captain Picard. Talk about marketing segmentation! Maybe I can order you any dessert, from any menu in any restaurant in the world, and it will be printed right at our table?!

Marketing-will-continue-to-segment.-Businesses-and-those-they-employ-will-still-need-to-buy-goods-and-services

I predict businesses and those they employ will still need to buy goods and services. Trade media, the journalists that research, write, vet, and disseminate information will continue to be the expert resource. How, where, and when the information is consumed will be very different. We already have the world at our fingertips, our heads-up displays, and our wearable devices. The battle, I believe, will still be the quality of the information that is delivered. Publishing needs to figure out a new model to survive while not losing the quality of writing and journalism that has existed since drawings were painted on cave walls.

With all the technology and opportunities to market to even the most minute market segments, I predict events called “naked meetings.” No, HR folks do not need to be concerned. These will be throwback events where no technology, wearables, or implanted devices are allowed. People will reconnect on a personal level. They probably will have to watch a brief holographic on something called network events and trade shows. Those really into retro might even have business cards they hand out from their card holders that look like mini briefcases (Yes, I had a black one with two gold latches and a handle).

Can any of this happen? Maybe, maybe not. But as much fun as it was to look back thirty years, it is even more fun to predict the next 30. As far as my predictions go, I’ll happily eat more than just my words when I take you out for a gourmet meal in 2054. Cheers to a brighter and better future ahead!

Want to chat before 2054? I’d love to hear your thoughts on the future of business in the B2B space. Here’s my calendar!

The Adventures of Sparty the Elf and Friends

December 27, 2023/0 Comments/in Uncategorized/by Rob Felber

And then there was light. That was my first memory as a young Spartan. I remember brightness and being taken out of my comfortable box. My muscles were stiff from what I later learned was a long journey from somewhere called Amazon. I heard laughter and discussion from my adoptive family. They didn’t know what to call me. There was a bright flash as I was just starting to stretch my legs and arms; I remember being placed on a shelf. I heard someone say, “We should call him Sparty.” I caught a glimpse in the mirror and saw I had a red hat with furry white trim and a black headband printed with the word ‘NATRAPS’.

Talks of training filled the air often. I was placed in a bag with comfy towels, but it was dark and smelled funny. The bag opened and once again I was thrust into a bright room. The smell was stronger. It was a mix of sweat and fear. And the sounds were different. Grunts, heavy breathing, and the occasional loud thunk. They called this place a gym and I later found out it was crawling with what they called “gym rats”. I hope they are friendly.

My family let me watch and soon I was allowed to work out with them. I stretched my legs and had a great view of what I learned was called a team. They called themselves Ohio Parkinson’s Warriors. There was much discussion about a trip, and I was so excited to learn I would be allowed to go. They talked about obstacles, running, and something called “mud”. Apparently, there would be lots of this stuff called mud.

We were in a car again and for once I was not in that stinky gym bag. I took my place on the dashboard and watched the world flying by. It was cold and wet and again all they talked about was how much mud there would be on the course. We went to a hotel, and I got to stretch out on a bed and explore the room. But just as I started to get comfy, the lights went out and the door shut. They went to dinner and left me alone – NOT cool… I’ll get them back for that.

In the morning they packed their bags and again, discussions of rain, cold, and mud ensued while they debated what they would wear for the “Spartan race”. Wait, hey! That’s my name, only backward. We’re going to a Spartan?! There was breakfast in the lobby but not everyone was hungry. I could tell they were preoccupied with nerves and excitement–time for me to get them back for the dinner ditch.

Bags were loaded in the car, and they were about to leave for the 20-minute trek to the race site. Then I heard the guy say, “Where’s Sparty?” Oh, NOW you want to know where I’m at? Ha! When they loaded the bags, I jumped off my perch on one of the suitcases and into a jacket pocket. They looked for me, but I was nowhere to be seen. One by one their voices started to panic. “Where is he? Did he fall out in the lobby?” I heard the guy ask the lady at the hotel desk if someone found a ‘doll.’ Hey, I’m ‘NATRAPS’, not a doll! The trunk was opened, and all the bags were dumped out. They looked and looked. “We can’t race without Sparty!” I let them panic a bit more then I stuck my head out of a pocket. Now they wouldn’t let me out of their sight. I was back in my rightful spot on the dashboard, and they took more photos. The guy placed his phone on the dash and for the first time, I saw my photo. I couldn’t believe it. Maybe my headband read SPARTAN, not NATRAPS!? We were on our way.

As soon as we all got out of the car there was that word again. Mud. “Well, I guess this is the first obstacle,” someone said. There were lots of people around. It was cold and gloomy, but the energy was electric. The team picked up their race packets, and we took a few more pictures. HEY! They are all wearing matching headbands with my name on them. This is getting weird.

Then again, relegated to darkness. They stuck me in a less smelly, albeit cold box with clean clothes. I knew they were clean as they didn’t have that gym stink. Thank goodness! Eventually, they came and got me, and their clothes. Where had they been? And yuck! What was all over them? They all really stunk now. I also saw that each one of them had this shiny disk hanging from a ribbon around their neck. My name again! Now I know my last name, Sprint.

They all changed from their stinky, wet clothes that were covered in what I now know was mud… that stuff was all over them. They were tired but relieved and proud. Then back to the car for the long drive home. They were already discussing the next race and where we would all go; maybe next time I’ll get to go on the course and see this mud for myself!

71967358890__03B73FA8-9B1C-4F3B-B3E0-E22AE46358FE

Last Christmas, Sparty, the Spartan Elf on a Shelf, found his way into the Felber family. The Adventures of Sparty the Elf and Friends depicts Sparty’s recent adventure at a terrain race with obstacles in Michigan, called a Spartan Sprint 5k.

The race is 3.1 miles of fun including 20 challenging obstacles on an off-road trail course featuring water and mud. We climbed walls and ropes, crawled under barbed wire, traversed monkey bars, threw spears, and worked as a team to conquer our fears.

Rob Felber and Zoe Blank from Felber PR, alongside Rob’s daughters Elana Felber and Zoe Felber Bluffestone, were joined by fellow Parkinson’s warrior Kirstin. This was the team’s second Spartan race and Zoe Blank’s first.

Happy Holidays and Happy New Year from the Felber PR and Marketing team!

TEDx Robert Felber – 1 year reflection

September 19, 2023/0 Comments/in Uncategorized/by Rob Felber

Bucket list, check.

Actually, doing a TEDx Talk wasn’t even on the list. However, a year ago I was invited by a dynamic group of seniors at Orange High School, my alma mater, to tell my story.

My talk, “The Path Less Traveled – Impact Your Future and Those Around You”, was deeply personal and, if I’m honest, the hardest speech I’ve ever delivered.

It was an honor to participate in TEDxOrangeHS, which was aimed at inspiring ideas in the world and in the local Orange City School District and Pepper Pike communities. Thank you to those students and everyone who put this event together.

I’m beyond excited to share my TEDx Talk with you below.

What Advice Would You Give Your Younger Self? – Client & Colleague Feature

August 25, 2023/0 Comments/in Felber 30th Anniversary Series, Uncategorized/by Zoe Blank

what advice would you give your younger self? word cloud

To celebrate Felber PR & Marketing’s 30th anniversary, I asked some of our long-standing clients and colleagues to share a piece of advice they might share with their younger selves if they had the chance. Here’s what they said:

Create a strong balance between work and home, You have the rest of your life to work so make sure you take time for yourself, your health, friends, and family, I was once told I should do “well” (income and work) before I did “good.” I disagreed and while income growth may have been slower, my life and family experiences were immeasurably enriched by volunteering, coaching my kids, and being involved in countless boards and community initiatives.

– Rob Felber, Owner & President, Felber PR & Marketing

“If it was easy, anyone could do it!”

By that I mean that when faced with what seems like seems like a very difficult task or situation, we will be judged on how we approach and handle it. These are the times that require character and determination, and those traits can distinguish us from the competition. We may not always be the lowest-cost or fastest solution, but ultimately we will attract and maintain client relationships by demonstrating our willingness to tackle and solve the biggest and most important business challenges. We strive to be “indispensable!”

– Bruce Newburger, President, Dynamics Online, Inc.

A couple of things I’ve tried to live by:

Work hard
Have a positive attitude
Take nothing for granted
Treat everyone with respect
Everyone has to “pay their dues”; no one is entitled to anything
Collect as many “tools” as possible to put in your “toolbox”, they will come in handy down the road
Relationships matter – develop and nurture as many as you can; sometimes they will help you and sometimes you will help them

And for my kids (28,26,23):

Nothing good happens after midnight
Life is about choices; you won’t always make the right ones – just don’t make dumb ones
When deciding on what degree or career to pursue, it is often more important to find out what you don’t want to do, as it is what you do

– Bob Centa, President, PMI Industries, Inc.

Don’t be afraid of hard work. Hard work and passion for what you are doing will pay off
Struggles in life make us tougher. The younger you are when you encounter these struggles the more accustomed to dealing with issues you will become. These skills are valuable later in life and are more difficult to learn later in life.
Instant gratification is not always something you will see. Patience and consistency when working toward your goal are important. In today’s day and age, we are used to the instant gratification of simple things like taking a picture and immediately being able to look at it.

– William Barlock, Owner, IT Support Specialists

“Embrace curiosity and pose inquiries, as they create more long-term value than you’d imagine.”

– Yogesh Ramadoss, Business Development, Cres Cor Health & Safety

Some advice from “Old Scott” to “Young Scott”

When interacting with people, be empathetic to their situation, as it will serve you well regardless of the circumstance.
Define your core values, and when making life decisions, be sure to rely on them.
Remember that there is always a back-story to what you observe in your life, so don’t rush to judgement.
Be an active listener and respond thoughtfully when the opportunity presents itself.
Put your family first, be integrous in your actions, and tenacious in pursuing your goals.

– Scott Moss, Founder & CEO, M Sales Growth Advisors

Be kind to yourself in all things. Allow yourself to make mistakes, learning from them of course with the goal of evolving into the best version of yourself. Explore! Keep trying new things. Complacency is the enemy of success, so always keep pushig yourself outside of your comfort zone. You will be surprised by all that you CAN do! Your happiness is the key to living up to your fullest potential, so take care of yourself, physically, spiritually, mentally, and emotionally to be and stay happy, healed and whole. Finally, as you grow up and evolve into marriage, motherhood and your career, know that being sucessful at all 3 requires balance. Speak up about your needs, wants and desires and never settle for less than you deserve! You can have it all!

– Keren Johnson, Digital Marketing Manager, Dynamics Online, Inc.

I would tell myself to slow down and enjoy the ride. I have always been a very driven person who was diligently working towards completing a goal and moving on to the next. This has served me well as I’ve had many accomplishments both personally and professionally. But when you are always looking ahead, you are not fully appreciating the present. The present is really all we have. It’s important to have goals and plan for the future, but its just as important to be present and appreciate the moment that you are living.

– Brian Lennon, CEO, General Die Casting, Inc., & Dart Casting, Inc.

The two pieces of advice I would give my younger self are, “set yourself up for productivity” and “protect your time.”

The first bit of advice means to have the materials and tools needed at the ready. Otherwise, it stops or delays progress on a task or goal.

The second bit of advice means that it is easy to squander time, whether with colleagues, friends or other distractions. There are always more pressing things to do or reasons to verve from a task or project. Since time is a commodity, choose how you will use it.

My kids have heard me preach these tips since they were young.

– Kavita Sherman, Owner, Sherman Communications, LLC.

Money is the most important thing in the world, except for everything else.

– Lance Dumigan, Business Development Manager, Fabrisonic, LLC.

List your priorities in life such as:

#1 Faith through growing my personal relationship with Jesus.

#2 Self through strengthening my mind, body and having a productive work career.

#3 Others through engagement and service with my immediate family before others.

Remember: “Always try to be in the present moment of life”

List no more than 2-3 action items for each priority above and laminate some copies. Post in a few places like on your mirror, fridge, bedstand and in your car. Review every 3-6 months.

– Rio Degennaro, Director of Strategic Business Development, Cres Cor Health & Safety

I would tell my younger self that everyone makes mistakes.

It’s important to note your mistake so it doesn’t happen again but there isn’t any benefit dwelling on the mistake.

How you respond and correct the mistake is more important.

The below quote (not sure by who) kind of sums up what I am trying to say.

“You aren’t judged on the mistakes you make. You are judged on how you respond to them.”

– Rich Sinkovic, Sales Engineer, PMI Industries, Inc.

I wouldn’t advise my younger self because my mantra is, “Change nothing. It all happens as it’s supposed to and you end up exactly where you need to be.”

– Kellie West, Regional Sales Manager, Grand River Rubber & Plastics Co.

We’ve learned a lot over the last 30 years. In part, thanks to these people.

Thank you to our clients and colleagues for sharing their insights for this blog – and for doing business with us for the last 30 years!

Explaining Supply Issues to My Dog – PR Tips for Communicating Difficult Topics to Customers

July 11, 2023/0 Comments/in Uncategorized/by Rob Felber

Rolo, 11-year old pitbull mix, standing in sunflower field.

Our 11-year-old pitbull mix rescue has us well–trained. When we sit down for dinner, usually long after she ate her dinner, she walks over to the kitchen cabinet and proceeds to get our attention with short, repetitive barks. This, coupled with a head nod in the direction of the cabinet, is her way of asking for her treat. The treat, a hard biscuit inserted into her rubber toy, gives us about 3-4 minutes of peace to enjoy our dinner.

She takes her treats very seriously. So when the supply chain world, and more importantly the pet food supply chain, was impacted, she didn’t care. She just kept barking while we tried to find a substitute. She did not care much for our explanation – she just wanted what she wanted.

Who’s barking the loudest?

Do you have customers barking for their orders? Do they want to hear why you cannot get them their products (aka treats)? Supply chain seemed to be the universal delay excuse for everything from staffing and cash flow issues to raw materials and geopolitical unrest. The only solace is that it seemed to impact everyone. Like with COVID-19, “we were all in this together.”

Yes, we understand but where’s MY order?

In this together or not, customers still wanted answers and bad news was better than no news. HOW the news is delivered makes all the difference. Some companies chose to say nothing. Leaving customers frustrated and ultimately looking for alternative suppliers.

Many companies brought production back domestically, and while that sounds like a great tactic, it takes time and, you guessed it, money. The only thing more frustrating than the lack of supply was mid-stream adjustments to the price. Now the barking begins! (When they finally were back in production, my dog’s treats shot up from the normal $10/bag price to $30 online.)

Empathy makes a difference

Remember Zig Ziglar, the famous sales trainer? It is more about your customer knowing you care.

Zig Ziglar quote: People don't care how much you know until they know how much you care.

Communication, even recurring bad news, is better than silence. Also, sharing your plan and keeping your customers (and perhaps new prospects) in the loop will pay dividends in loyalty and help deepen your relationships.

The message needs to come from the top. Everyone on the team, from sales and customer service to accounting and production, needs to know the message and their role in message development and delivery. Use email, your blog, and media platforms such as editors at trade publications to tell your side of the story.

Fortunately for me and many other barking consumers, her treats are back in stock. She does not read my blog regularly but is still keen on her dinner-time treat.

Want some more tips to communicate effectively with your customers? Felber PR & Marketing has 30 years of experience in all things public relations for manufacturers. When it comes to crisis communication, having a plan ahead of time is key. Grab 15 minutes on my calendar and let’s discuss how we can help you be proactive.