Travis Kennedy

Travis Kennedy

Hi, I’m Travis. I’m the publisher of Water Online and the founder of the B2BrandWater.com blog

ARTICLES BY TRAVIS

When “Because That’s How We’ve Always Done it” Doesn’t Cut It In 2018 And Beyond
When “Because That’s How We’ve Always Done it” Doesn’t Cut It In 2018 And Beyond Hard to believe it’s been almost 5 years since we started this venture.  Attempting to educate the water & wastewater market on why their traditional marketing tactics are becoming less and less effective has been a real challenge.  I mean nobody likes change.  Getting outside of your comfort zone, especially when you are used to doing things a certain way, is not entered into lightly unless forced on you by the market.  Continue Reading...
When It Comes To Your Brand ... “Be Better Than The Pitch!”
When It Comes To Your Brand ... “Be Better Than The Pitch!” When you need a great tagline to use in marketing, negotiations, even blog posts, you need to look no further than Hollywood.  About 5 years ago, the movie Crazy, Stupid, Love came out starring Ryan Gosling and my personal favorite funnyman Steve Carrell in which the former was teaching the later the benefits of being better than his current self.   Continue Reading...
A Warning For Water And Wastewater Manufacturers Trying To Make An Impact At Tradeshows
A Warning For Water And Wastewater Manufacturers Trying To Make An Impact At Tradeshows For those of you who read my articles, you know that I often make the statement that time has replaced money as the most important resource in the business world.  Think about it -- most new products (regardless of industry) are centered on helping people save time first, and save money second.  Continue Reading...
An Open Challenge To Water And Wastewater Equipment Executives
An Open Challenge To Water And Wastewater Equipment Executives We have talked a lot about the connection between sales and marketing. Comparing the two departments and the eternal internal struggle between them over who is more important and more impactful. Two parts of a company that must work together to be productive but in many cases struggle to do so.  Continue Reading...
What Coca-Cola Can Teach Water And Wastewater Manufacturers About Brand Publishing
What Coca-Cola Can Teach Water And Wastewater Manufacturers About Brand Publishing Earlier this month Content Marketing World took place in Cleveland, OH and continued its mission to educate the world on the evolution of marketing. CMI’s message is consistent and unwavering and centers on the belief that marketing is never stagnant. It evolves just like our businesses do and counts on astute professionals to not just react, but to direct its today, tomorrow and beyond. Brand publishing and content marketing are at the...  Continue Reading...
The 3 Basic Problems With Product Centric Marketing In Industrial Markets
The 3 Basic Problems With Product Centric Marketing In Industrial Markets I spend most of my workday discussing the fine art of brand publishing (and content marketing) in relation to a B2B marketplace. Most of the companies I work with design and make engineered systems used in the water and wastewater market. Many companies in this space have been in business for over 30-40 years and have done plenty of conventional outbound marketing over those years.  Print, direct mail, hundreds of trade shows, etc. all...  Continue Reading...
What TV Networks Understand That Marketers Should
What TV Networks Understand That Marketers Should What’s the time? Is it lunchtime yet? I don’t have the time to get all of this accomplished? I can find the time. Is it that time already?  Continue Reading...
Cashing In On Brand Publishing For Small Business Success
Cashing In On Brand Publishing For Small Business Success What does it mean to become a “trusted partner” of a prospective customer, or even a current one?  Is it really possible to separate your brand and company from all the competitors making their “sales pitch” to the target audience you share?  The answer of course is a resounding “YES!” and it’s being done all around us.  The formula isn’t a difficult one to work out. In fact...  Continue Reading...
2 Big Benefits Of Brand Publishing For Manufacturers In The Water & Wastewater Market
2 Big Benefits Of Brand Publishing For Manufacturers In The Water & Wastewater Market Unless the buyer is at the very end of his purchasing cycle and simply looking for a quote to compare vendors and award the sale to the most attractive bid (often the cheapest), sales-oriented marketing material is not going to help you win favor at the critical early stage of the buying cycle.  Continue Reading...
Big Data And What It Means For Your Content
Big Data And What It Means For Your Content At ACE 2017 last month in Philadelphia I had the opportunity to join many market leaders on air as part of Water Talk (formerly the world famous Water Online Radio).  It was revealing to see how the water utility market has evolved when you compare the topics discussed at ACE 2013 with those discussed at ACE 2017.  Four years ago, conversations centered on the virtues of specific product features, in an attempt to differentiate...  Continue Reading...
More FromTravis Kennedy