words

The Cranky Communicator: Say what?

Personal Blog:

Professional

My colleagues often accuse me of deliberately choosing recondite words to intimidate them and, more especially, to reveal the depths of their desperately unlettered lives. In fact, however, etymology has always been a bit of a hobby for me... thereby revealing the desperate depths of my miserably insipid existence.

Giving thanks to the recently deceased John Updike (truly a fountainhead of recondite words), I share these beauties with you:

TriComB2B Brings in New Digital Marketing, PR Talent

June 6, 2013

DAYTON, Ohio, June 4, 2013 — TriComB2B, a BtoB Magazine Top 150 agency dealing exclusively in business to...

TriComB2B’s Val Beerbower Named to Dayton Business Journal’s 40 Under 40 Class of...

June 6, 2013

Honoree Is the Agency’s Second 40 Under 40 Winner in Three Years

DAYTON, Ohio, May 24, 2013 — Val Beerbower,...

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Downstream service launch requires upstream thinking.

Challenge: an aftermarket services organization needs to break out of the traditional “we sell products” mold. Solution: we provide targeted messaging and branding refinement supported by new sales materials, eye-catching advertising and a high-energy video.

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Event launch shows customers how to cash in — literally

In a market overflowing with promises of “X percent savings,” rolling out the industry’s most efficient compressor required a fresh perspective on energy consumption reductions. The campaign employed a fresh approach focused on real savings.

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Our content experts came to the first client meeting with more than a blank piece of paper.

One page of a website wasn’t enough to tell the story that this global player in the power generation market needed told. The solution was a new, expanded website section that offered compelling content through virtual tours and success stories.

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Cool animation allows client to chill.

Complex refrigeration compressors are hard to explain on paper and in PowerPoint. So our interactive team makes things a little easier by showing every conceivable angle and principle of operation in a compelling 3-D presentation that makes sales engineers look, well ... cool.

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Clearing the air on complex emissions standards

Sometimes you can’t sell the product until the customer understands the issue. That’s especially true for EPA regulations designating allowable emissions for stationary generator sets.

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A video is worth a thousand diagrams.

Why try to say it when showing it is much more effective? More and more, technical buyers are turning to video to help inform the purchase decision. Video is often the perfect media for demonstrating technical product details in B2B.

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After three years, trade editors were calling us for ideas.

To help re-establish their position as a leading player across their served markets, Rittal turns to us to implement a full-scale PR program. The comprehensive effort routinely delivers content to media channels and influencers, eventually making Rittal subject matter experts a favorite source of commentary and content on...

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Supply chain positioning strengthened with links to leading brands

With a long track record of success, but only minimal market exposure, this leading supply chain consultancy was looking for a market position revamp. A multi-faceted campaign put its envy-of-the-industry customer relationships at the center of its story.

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From “Why am I spending this?" to “I can’t live without it.”

Getting an edge on your competition is critical in today’s B2B climate. Getting found on page one of Google for the terms that matter most to your competition is one way gain that edge. An effective B2B SEO effort is no longer an option.

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Website demonstrates great chemistry

With hundreds of products for nearly as many applications, making it easy for customers to find what they’re looking for requires careful planning. So a little CMS work here, a little filtered search functionality there, some careful database structuring over here, and a lot of client-agency collaboration, and we found the...

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You don’t just make lumber.

A fresh look at our client’s differentiating expertise, target audience and competitive landscape resulted in a strategic improvement to their brand. See how this approach successfully separated them from their old-school competition.

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