The Adventures of Sparty the Elf and Friends

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
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Spartan team
Zoe Felber atlas carry
Elana barbed wire
Zoe Blank atlas carry
Kirsten atlas carry
Rob dunk wall
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Spartan pics
Rob & daughters
Rob & Zoe
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Elana & Sparty
Spartan Sprint team
71967358890__03B73FA8-9B1C-4F3B-B3E0-E22AE46358FE IMG_8491 Spartan team Zoe Felber atlas carry Elana barbed wire Zoe Blank atlas carry Kirsten atlas carry Rob dunk wall IMG_8514 Spartan pics Rob & daughters Rob & Zoe IMG_8489 IMG_8463 IMG_8450 Elana & Sparty Spartan Sprint team

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

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

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”

  1. When interacting with people, be empathetic to their situation, as it will serve you well regardless of the circumstance.
  2. Define your core values, and when making life decisions, be sure to rely on them.
  3. Remember that there is always a back-story to what you observe in your life, so don’t rush to judgement.
  4. Be an active listener and respond thoughtfully when the opportunity presents itself.
  5. 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

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.

Why You Can’t Afford to Miss Out on Migrating to Google Analytics 4

By now, you’ve probably heard about the new Google Analytics 4, aka GA4. If you’ve logged into your Google Analytics account recently, you probably saw the doomsday-like countdown clock warning that your account will stop processing data starting July 1, 2023. That means there are less than 10 days until GA4 launches across all Google Analytics accounts.

But what is Google Analytics 4 and why should we care?

While completing the GA4 migration for our own website and our client’s sites, we’ve come across a ton of questions and confusion around what exactly GA4 is and why we should care. To provide answers, we teamed up with Keren Johnson, Digital Marketing Manager at Dynamics Online, Inc.  Special thanks to Keren for authoring this guest blog and shedding some light on the latest Google update. If you haven’t already, check out part 1 of this GA4 blog series: Understanding the Ins and Outs of the NEW Google Analytics 4

 

Being a business owner or manager, you understand the importance of collecting accurate information when it comes to making data-driven decisions. Google Analytics (GA) has been an effective tool for tracking website traffic since its inception. However, after sixteen years, Google has rolled out the new update – Google Analytics 4 (GA4) – which is a significant leap from the current version. While you have until July 1, 2023, to migrate to GA4, it is vital to understand the consequences of not making the shift.

Stagnant Data Collection

After July 1, 2023, GA will no longer support the existing version of Google Analytics. This means that the current version of GA will no longer process data. You’ll have access to historical data, but new data will only populate into Google Analytics 4 properties. The previously processed data collected through the current version of GA will continue to be available but only for a limited time. Additionally, if you use platforms like HubSpot, Salesforce or Marketo for analytics and website traffic reporting, you must migrate to GA4 or you will lose the analytic data imported from Google Analytics. 

If you do not migrate to Google Analytics 4, you will miss out on the new features that come with GA4: cross-device tracking, event measurement, and machine learning. Imagine collecting half-baked, irrelevant data, and making a crucial business decision based on it. That will be your reality come July 1 if you fail to migrate to GA4.

Wasted Resources

Failing to migrate to GA4 will result in a missed opportunity to utilize the latest analytical tools. Additionally, you may invest resources, like time and money, in developing reports and dashboards, or creating complex analytics architecture that will become obsolete. The cost of developing a new system from scratch can lead to a waste of time, resources, and money.

Obsolete Insights

Google has been adjusting its Search Algorithm since day one. The move from GA to GA4 is Google’s way of staying ahead of the curve and providing businesses with a more robust analytical tool. By not migrating to GA4, you will be unable to leverage new insights gained from the latest tools. Failing to adapt may lead to sub-optimal decision-making, leading to lost opportunities for your business.

Improved Business Growth

Ultimately, the new features of GA4 will provide you with better insights and help you make informed data-driven decisions. The ability to track cross-device conversion and store offline conversion data is invaluable information that you will miss out on by not upgrading. Don’t be left behind; upgrading to GA4 will enable your business to make informed decisions that can drive business growth.

In conclusion, the consequences of not migrating to GA4 go beyond losing access to data – it is a strategic move that can help you stay ahead of your competition. Failing to upgrade can result in stagnated insights, missed opportunities, and wasted resources. With that said, it’s crucial to begin the migration process today. Take advantage of the advanced features offered by GA4 to scale your business. Don’t wait until the last minute to get started on this critical business move. Schedule a 15-minute consultation today and let’s discuss migrating your website to GA4 before July 1, 2023.

Navigating change can be difficult, and we understand you may have questions about how GA4 migration could impact your business specifically. We are happy to help. If you have questions about GA4 or you’d like to learn more please click here, or contact RobFelber@felberpr.com, (330) 963-3664.

 

About the Author

Keren JohnsonKeren Johnson is a Digital Marketing professional who brings her clients strategic and thoughtful solutions to enhance their online presence. After graduating from Cleveland State University, Keren began her career doing Digital Marketing and Social Media Strategy for Tremco Roofing. Since leaving Tremco, Keren has sharpened her skills working for organizations such as the United Church of Christ, Fairfax Place Nursing Facility, Cleveland Municipal Housing Court, and Hathaway Brown School. In addition to her expertise in social media strategy and management, Keren specializes in Search Engine Optimization, Search Engine Advertising, Blogging, and Content Marketing.

In addition to her skill set as a marketer, Keren also owns a successful art business (1384 Designs), where she designs and sells custom laser cut and engraved art.  In Keren’s spare time, she enjoys reading, spending time with friends, and playing board games. Keren is a proud Shaker Heights native and currently resides in Euclid, Ohio, with her fiancé, Matthew, and two children, Alyssa and Phoenyx.

Keren@DynamicsUS.com  |  216-292-4410 Ext. 4

Understanding the Ins and Outs of the NEW Google Analytics 4

Unless you’ve been living under a rock, or perhaps procrastinating, you have probably heard about the new Google Analytics 4, aka GA4. If you’ve logged into your Google Analytics account recently, you probably saw the doomsday-like countdown clock warning that your account will stop processing data starting July 1, 2023. This is the date that GA4 launches across all Google Analytics accounts.

While completing the GA4 migration for our own website and our client’s sites, we’ve come across a ton of questions and confusion around what exactly GA4 is and why we should care. To provide answers, we teamed up with Keren Johnson, Digital Marketing Manager at Dynamics Online, Inc.  Special thanks to Keren for authoring this guest blog and shedding some light on the latest Google update.

 

In today’s age of digital marketing, understanding and analyzing data is key to success. Google Analytics has been the go-to tool for business owners, managers, and marketers for analyzing website data and online user behavior for over a decade. Recently, Google introduced the newest version of its analytics software: Google Analytics 4. In this article, we’ll break down the specifics of GA4, discuss how it differs from previous versions, and explain how it can help improve your businesses.

The evolution of Google Analytics

Before we dive into what’s new in Google Analytics 4, it’s worth understanding the evolution of this powerful tool. Google Analytics was first introduced in 2005, and since then has undergone various updates and enhancements. The second version, Universal Analytics, was introduced in 2012 and has been the primary version used by businesses of all sizes. However, with advancements in technology and data privacy concerns, GA4 was built with these concerns in mind.

Key differences between Google Analytics 4 and Universal Analytics

One of the biggest differences between the two versions is the way that they track user behavior. GA4 uses an events-based model, which keeps track of user interactions with your website or app. This allows businesses to gain a more comprehensive understanding of user actions, including clicking on buttons, filling out forms, and scrolling through pages. Another key difference is the way that improvements have been made to machine learning and predictive analytics technology. GA4 uses Google’s advanced machine learning algorithms that can provide more detailed insights into customer behavior and preferences.

Understanding the benefits of GA4

Google Analytics 4 comes with a host of benefits for businesses and marketers alike. As we mentioned earlier, events-based tracking allows companies to track user behavior more accurately. Also, machine learning models give marketers the ability to find unexpected insights from their data, leading to personalized experiences for customers and increased conversion rates. Machine learning technology also presents a new way of predicting consumer behavior and identifying potential customers. Additionally, a new integration process has made it easier than ever for businesses to integrate GA4 into their existing advertising stacks.

Getting started with Google Analytics 4

To get started with GA4, businesses need to create a new property in their account. Once the property is created, you can install tracking on your website or app and start collecting data. One of the key features of GA4 is that it automatically tracks user interactions with buttons, forms, and media, eliminating the need to set up individual event tracking. Setting up custom data streams can also help provide a detailed understanding of your consumers’ behaviors.

The Future of GA4

One of the most exciting aspects of GA4 is how it sets the foundation for future advancements. Google has not released a comprehensive list of features they plan to add in the future, but there are already hints of what’s to come. One can anticipate more extensive integration with Google Ads and the advanced use of artificial intelligence, machine learning and big data analytics. Expect to have AI as a valuable tool to derive actionable insights from large data sets.

In conclusion, Google Analytics 4 is a game-changing update to an already powerful analytics tool. With machine learning and predictive analytics, companies have access to insights that were previously impossible to achieve. With simplified tracking and customization, GA4 has made it easier than ever for businesses of all sizes to track their website and app performance. As data continues to play a critical role in the success of businesses, GA4 is the perfect tool to help you stay ahead. Schedule a 15-minute consultation and let’s discuss migrating your website to GA4.

If you have questions about GA4 or you’d like to learn more please click here, or contact RobFelber@felberpr.com, (330) 963-3664.

UP NEXT in part II of this blog:  Why You Can’t Afford to Miss Out on Migrating to Google Analytics 4

 

About the Author

Keren Johnson

Keren Johnson is a Digital Marketing professional who brings her clients strategic and thoughtful solutions to enhance their online presence. After graduating from Cleveland State University, Keren began her career doing Digital Marketing and Social Media Strategy for Tremco Roofing. Since leaving Tremco, Keren has sharpened her skills working for organizations such as the United Church of Christ, Fairfax Place Nursing Facility, Cleveland Municipal Housing Court, and Hathaway Brown School. In addition to her expertise in social media strategy and management, Keren specializes in Search Engine Optimization, Search Engine Advertising, Blogging, and Content Marketing.

In addition to her skill set as a marketer, Keren also owns a successful art business (1384 Designs), where she designs and sells custom laser cut and engraved art.  In Keren’s spare time, she enjoys reading, spending time with friends, and playing board games. Keren is a proud Shaker Heights native and currently resides in Euclid, Ohio, with her fiancé, Matthew, and two children, Alyssa and Phoenyx.

Keren@DynamicsUS.com  |  216-292-4410 Ext. 4

Our Transition to Working Exclusively with Manufacturers

30th Anniversary - Felber PR & Marketing

As most business owners quickly discover, you cannot be everything to everyone. Trying to serve multiple markets and customers often gives the impression of a scattered, unfocused brand. That was us until the late-90s. We would take any client (the joke was as long as their check cleared). We worked with non-profits, service companies, distributors, publishing companies, and even the author of a children’s book. To say we (and our tactics) were all over the place is an understatement. 

How we cemented our relationships with manufacturers

Fortunately, we were referred to a few manufacturers and quickly discovered a natural fit. We understood them, how they went to market, and how to help them acquire leads and increase revenue. Something just clicked with us and manufacturers; especially B-to-B manufacturers.

 We quickly learned how the trade and industrial media differed from the daily and weekly general business publications. Just like manufacturing planning that spans quarters and years, so does a trade publication planning its coverage of the industry. There were many publications for each industrial sector and they were hungry for content. And, manufacturers have a lot to talk about. From new products and processes to achievements, trade shows, and new facilities. We had our transition from dimensional promotions to public relations, and now we found our home with manufacturers – we never looked back! We put all our efforts into manufacturing and our branding “We Get Manufacturing.” 

Marketing and sales in ’90s

Manufacturers’ marketing pre-1993 was generations in the making (dare I say old and stale). It was smile and dial. We hit the road with a pocket full of quarters and lists of companies to cold call. The only tracking or measurement was in a (salesperson’s) paper calendar and the deals that eventually filtered down to closed sales. Other legacy tactics included trade shows and sports entertainment (golf, golf, and more golf). Trade shows have indeed remained a viable tactic and entertaining clients is still a strong relationship builder. However, lead generation cannot start on the 10th tee. You need the sales funnel full way before the first round of golf. 

Need help building relationships or to fill your sales funnel? Schedule a 15-minute consultation and let’s talk about how we can help. RobFelber@FelberPR.com, (330) 963-3664.

Manufacturers, like their production lines, needed to adapt

Manufacturers needed to compete and sell differently. Buyers and salespeople alike were younger. The internet, Google search, and smartphones created a more insular culture (when was the last time a Millennial answered the phone?) Oh, how we love leaving voicemails. Trade show lead generation had to evolve beyond the candy bowl and business card drawing. As manufacturers and the products they made became more technical, so too did the focus on the ideal prospect. 

Acceptance of digital tactics and the internet (and what we’ve learned in 30 years)

What do we love most about the digital world and analytics? Public Relations and its value can now be measured.

The old days of clipping services and receiving reports months later gave way to real-time lead generation and website traffic. Sales teams, especially those using HubSpot, now have the power of CRM and contact management in their pocket. Calling a lead in the magic 5-minute window closes deals.

Not convinced HubSpot is helping you follow up on leads & close deals? Our HubSpot audit ensures your portal is optimized for marketing and sales success.

Manufacturers invested in their websites as well. Ditching the brochure-ware layout that their sister’s kid made for them in his basement on an Apple IIe. Websites, search engine optimization, and Inbound Marketing continue to evolve, just as supply chain, AI, and geopolitics constantly challenge and shape the manufacturing arena. 

For us, and our clients alike, we know that we can never stop learning. Study, evolve, test (and fail sometimes) are what will make us all stronger. One key point has never changed: Nothing happens until someone sells something!

Subscribe to our blog so you don’t miss our monthly 30th Anniversary series!

Accelerated Revenue Growth for Manufacturers: How to Attract, Convert and Close Ideal Customers

Accelerated Revenue Growth for Manufacturers: How to Attract, Convert and Close Ideal Customers

Save the date! On June 7th, 7:30 AM – 9 AM, you don’t want to miss Accelerated Revenue Growth for Manufacturers!

Reaching and influencing decision-makers is no easy task, especially for business-to-business manufacturers, and only making cold calls no longer works. 

It’s time for sales leaders to think differently and strategically when it comes to top-of-the-funnel lead acquisition, nurturing, and ultimately winning new business.

WHO: Manufacturers

WHAT: Accelerated Revenue Growth for Manufacturers: How to Attract, Convert and Close Ideal Customers

WHEN: June 7, 2023, 7:30 AM – 9 AM

WHERE: 6161 Oak Tree Blvd, Suite 350 Independence, Ohio 44131

Join us for breakfast, networking, and presentations from PR, marketing and sales experts who work with real-world manufacturers that have developed measurable, repeatable marketing and sales strategies that impact net new and incremental revenue while also creating a culture of accountability to KPIs. 

Learn alongside other manufacturers and discover the best ways to accelerate revenue growth by attracting, converting and closing ideal customers at Alliance Industrial Solutions, 6161 Oak Tree Blvd, Suite 350 Independence, Ohio 44131

Presented in collaboration with Alliance Industrial Solution and M Sales Growth Advisors.

Reserve your spot here

Throwback to 1993 – What Was Going On in the World When Our Agency Was Founded

Throwback to 1993

30 years is a long time & we’ve enjoyed all the ups and downs along the way, in business and life. 1993, the year our agency was founded, was a big year for Felber PR & Marketing, but there were a few other big things going on that year…

 

USA News

President William J. Clinton was sworn into office.

A bomb exploded in the basement garage of the World Trade Center, killing 6 and injuring at least 1,040 others.

In Los Angeles, California, Rodney King was called as a witness in the trial against the four police officers who were caught on camera beating him in March 1991. Two of the officers were found guilty of violating King’s civil rights by “willfully and intentionally using unreasonable force.”

President Clinton signed the Brady Handgun Violence Prevention Act, mandating federal background checks on those purchasing firearms in the United States. The Act also enforced a five-day waiting period on firearm purchases.

President Bill Clinton signed into law the North American Free Trade Agreement removing trade barriers between Canada, Mexico, and the United States.

 

Entertainment

A few of the most popular movies of 1993 were “Schindler’s List,” “Jurassic Park,” “Mrs. Doubtfire,” “The Fugitive” and “Sleepless in Seattle.” “Schindler’s List”, directed by Steven Spielberg, starring Liam Neeson, Ben Kingsley, and Ralph Fiennes, went on to win the Oscar for Best Film in 1994. Spielberg’s “Jurassic Park” was the highest-grossing film to date, including a record $502 million in its opening weekend alone.

Michael Jackson was sued by screenwriter Evan Chandler for molesting his 13-year-old son. Jackson vehemently denies the charge. The two parties reach an out-of-court settlement as the singer was deemed by his legal advisors as not well enough to endure a lengthy trial.

Eric Clapton took home the Grammy for Album of the Year for his album “Unplugged.” “Tears in Heaven” by Eric Clapton was named Song of the Year.

Whitney Houston entered the record books with her single “I Will Always Love You” as it entered its 14th week at number 1 in the US. This made it the longest-running number-one single at that time!

 

Science

Following a rise in deaths related to the disease, tuberculosis was declared a global emergency by the World Health Organization (WHO). They predicted that tuberculosis threatened to kill more than 30 million in the next decade. 

The FDA approved using the synthetic hormone BST (bovine somatotropin) to increase milk production in dairy cows.

The first human cell cloning took place by using cells from defective human embryos to be discarded in infertility clinics and growing them in vitro. This process successfully developed up to 32-cell stages.

 

Sports

The Dallas Cowboys won the Super Bowl, making the Buffalo Bills the first team to ever lose three consecutive Super Bowl games.

The Toronto Blue Jays took the World Series victory over the Philadelphia Phillies.

The NBA Championship battle between the Chicago Bulls and the Phoenix Suns ended with the Bulls, led by Michael Jordan, becoming the first team to secure a three-peat since the Boston Celtics in the 1960s.

 

It’s fun to reflect on the past & see how far we’ve come. A lot has changed in the last 30 years, in our lives, in the marketing and public relations industry, and in the world. We’re especially grateful for everyone who has supported us & our agency since 1993. Here’s to 30 more years!

Take the Lead! How to Follow Up after a Trade Show

Take the Lead - How to Follow Up After a Trade Show

It’s estimated that only about half of all leads are followed up on. We don’t have to tell you that’s just like leaving money on the table. But it’s hard to argue with a salesperson who says that it’s time-consuming to follow up on new leads, and hey, a lot of new sales come from existing customers. 

Because that’s true. 

It’s also true that following up on leads after a trade show is a sure way to build relationships with new customers. And, there are easy ways to make the process, well, a lot easier. 

How can you improve your lead-response process for everyone involved, including your customers? Glad you asked!

 

TLDR? OK, here are the 3 most important takeaways: 

1 – Effective follow-up starts before the show

2 – The sooner you follow-up, the sooner you’ll see results. 

3 – You already have most of what you need to respond to those leads! 

Important, specific info to help you improve your lead follow-up and sales process is below. Maybe grab a cup of coffee and keep reading?!

 

Smarter Lead Capture 

Before a trade show, you have a pretty good idea of who you will talk to at the event. There will be some familiar faces, and others who are new to the industry. You will see former customers as well as current customers. Before the show, draw up a list of the most likely problems they have, and how your company can help. 

Also consider their questions in terms of how soon they are likely to need your product or service, and how much influence they have on the purchase. 

Create codes for them – like shorthand for buyer personas, almost – and capture that along with their contact information. 

Free eBook: Trade Show for Manufacturers Guide

Manage Your Messaging

Based on the questions you know you’ll be asked, and the people who will be asking, craft short, helpful answers that are not overtly sales-y. 

You probably have a lot of the information on your website, maybe even blog posts or case studies that speak directly to some of their concerns. If you were in their shoes, wouldn’t you be impressed with someone you just met at a trade show who provided such helpful, relevant information in a timely manner? Of course you would! 

Craft a few short messages addressing the people (and problems) that your leads will be most concerned about. Incorporate top-line takeaways from those web pages, case studies and blog posts and include a link for them to read more. 

 

Set it and Forget it: Automate What You Can

With your leads sorted into a handful of categories, create an email funnel for each group. This makes your messages more helpful to your prospects, since they will be at different points in the buying process and have different levels on influence in the purchase. 

Need help creating an effective email funnel? Let us help.

 

Make Follow-up a Team Effort

Your entire team will have good ideas about what to include in those messages for different types of leads. Ask them before you develop your messages. And include your salespeople in decisions about the best point in the process for a phone call, product demo, or promotional mailing. 

Making lead follow-up easy is important, but making it effective is the greater goal. 

How can we help you? Please jump on my calendar for a quick 15-minute meeting now, before you’re panicking – er, planning – for your next trade show.