Blog Posts

  1. Has Brand Affinity Become The New Brand Awareness?
    1/17/2018

    I’ve had many conversations over the past 15 years about the value of “awareness.”  The water and wastewater market specifically has focused on awareness as a top marketing goal since as far back as I can remember. Think about the competing colors of pump manufacturers in the market. Godwin orange. Vaughan green. Gorman Rupp blue. Grundfos black. Flygt grey.  All awareness and distinction based.

  2. The Three Most Important Words In Marketing For 2018
    1/17/2018

    There is little doubt that the key to developing and implementing a successful brand publishing campaign is landing on what your message is and how your target audience will relate to it.

  3. An Examination Of The State Of B2B Content Marketing And 2 Take-Aways
    11/28/2017

    Recently, the Content Marketing Institute (CMI) released its annual study of content marketing and its effectiveness in a B2B setting.  In the 2017 version of the survey, there were a number of important talking points and insights that give an indication of what is working and also what still needs to be improved upon. 

  4. Disruptive Content Needed To Jolt Staid Water And Wastewater Industry
    11/28/2017

    Water and wastewater operators are increasingly having difficulty understanding the differentiating features of water and wastewater equipment manufacturers’ brands. In an industry where state regulations fuel a diversity of vendors getting their equipment approved for a variety of tasks in individual states one at a time, the water and wastewater market is more cluttered than ever. For example, a recent browse by category of WEFTEC 2017 exhibitors returned twenty seven odor control equipment companies, twenty eight submersible pump vendors, thirty one providers of backflow prevention valves and forty one manufacturers of data acquisition and datalogging equipment.  

  5. When “Because That’s How We’ve Always Done it” Doesn’t Cut It In 2018 And Beyond
    11/14/2017

    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. But the market is starting to adjust and unless your head remains buried in the proverbial sand, chances are you’ve started seeing that your competitors are marketing differently.

  6. When It Comes To Your Brand ... “Be Better Than The Pitch!”
    11/3/2017

    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. 

  7. What Does Smart Water Mean?
    10/31/2017

    Are you one of the many equipment manufacturers in the water and wastewater industry positioning your products and services under the “smart water” umbrella? At the recent WEFTEC exhibit in Chicago, I had the honor of interviewing many of the industry’s leading executives, product managers and sales engineers. Unless our conversation was firmly rooted in disinfection and treatment, chances are it touched on what can loosely be described as “smart water.”

  8. A Warning For Water And Wastewater Manufacturers Trying To Make An Impact At Tradeshows
    10/26/2017

    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.

  9. Retiring In Droves — Solving The Operator Replacement Crisis
    10/12/2017

    Attending WEFTEC in Chicago last week, I was struck by the industry’s growing focus on intelligence. Whether being forced to address intelligence with the wide-scale retirement of many of our treatment facilities' most knowledgeable heads or being spurred on by the increasing intelligence being built into our treatment equipment and machinery, it very much felt like we’re opening up a new chapter in the history of water treatment.  

  10. An Open Challenge To Water And Wastewater Equipment Executives
    10/11/2017

    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.