Marketing Articles - Roads & Bridges

Click here for a subscription to
Roads & Bridges

Give us your feedback on our site.

Change your subscription info


	Subscribe to our Executive News Summary e-Newsletter.

RSS: Roads & Bridges Articles

EDITORIAL CATEGORY - MARKETING

Industry Insider: Improving the Industry Water & Wastes Digest May 2005
Involved in numerous water quality and wastewater projects, James Clark a vice president and senior project manager at Black & Veatch, envisions what it takes for our industry to continue to be effective

One Event You Can’t Miss Water & Wastes Digest May 2005 Tim Gregorski, Editorial Director
In a recent interview I conducted with AWWA Deputy Executive Director Paula MacIlwaine, more than 12,000 industry professionals are expected to attend.

Opportunities Bring Cash Water Quality Products August 2003 Wendi Hope King
As many of us wonder when the economy will make its massive turn around, others of us feel that maybe this will be as favorable as it gets for a long time. We must make the best of it. To assist you, we offer our Annual Buyer's Guide complete with supplier and product listings, a product/service guide and an index of associations and government entities that may help advance you even further down the road to prosperity.
PDF Version

Lead Generation Water Quality Products August 2003 Carl Davidson, Sales & Management Solutions
Having enough leads allows you to attract and keep great salespeople. Nothing increases recruiting results like being able to say, "We provide the leads and appointments." It also increases production. Dealers who provide leads average twice the sales per salesperson as those who do not. The best thing you can do for your company is to lock yourself in a private room for a few hours and plan your marketing plan for the next 12 months. If you decide to do this exercise, here are a few areas you might consider.
PDF Version

Enhancing Your Leadership Skills Water Quality Products April 2003 G.A. "Andy" Marken
In these days of consolidation, downsizing and mergers and acquisitions, you need to be viewed as a person whose leadership qualities transcend your present firm and gives you value in the marketplace.
PDF Version

Tradeshow Advertising for Exhibitors Water Quality Products February 2003 G.A. "Andy" Marken
An August cover story in BusinessWeek points out that people who starve their brands now will be paying for it in the future. At the same time both allbusiness.com and about.com, two business information sites, point out that going to a trade show without preshow promotion is a waste of time ... and money.
PDF Version

If Times Are Good ... Promote; If Times Are Bad ... Promote Harder Water Quality Products January 2003 G.A. "Andy" Marken
Today, there is a volume of data which indicates that during recessions or other "difficult" times, the firms that trim their advertising budgets suffer--and suffer hardest.
PDF Version

Bottled Water Partnerships Are Abundant Water Quality Products December 2002
Opportunities are everywhere for bottled water companies keeping an eye open. Although many large beverage companies are getting the "big" deals, smaller and mid-size companies should take note. Smaller companies can learn lessons from these beverage giants and find opportunity where others may not see it.
PDF Version

CEO Still Determines Communications Water Quality Products September 2002 G.A. "Andy" Marken
Public relations and communications practitioners can't supplant the CEO's fundamental ethical standards. But they will have to assume added responsibility of building and managing the company's and management's credibility and reputation by ensuring clear communications internally as well as externally to customers, partners and shareholders.
PDF Version

Keeping It On Track Water Quality Products July 2002 Walt Denny, Walt Denny, Inc.
What has become all too apparent in the wake of the Sept. 11 terrorist attacks is that a crisis management plan is integral to survival, regardless of company size or type. A plan should concisely outline corporate procedures for taking control of a wide range of potential crises.
PDF Version

Advertising Boosts the Visibility, Appeal and Profit Potential of Companies, Products and Services Water Quality Products May 2002 Walt Denny, Walt Denny, Inc.

For better or worse, advertising is an integral part of global cultures. You can find it everywhere—in print and broadcast media, airport terminals and city buses, sporting events, clothing and every aisle of every retail store. It also is becoming ubiquitous on the Internet, with advertisers scrambling to secure real-estate for banner ads on popular websites. Regardless of where you find it, advertising is a provocative medium with the power to make a product, service or company highly visible and appealing to consumers and businesses in today’s competitive commercial landscape.
PDF Version

The Need For Marketing Water Quality Products March 2002 Walt Denny
Starting and running a business without a marketing plan can be like trying to fly an airplane without radar—you might know what your destination is, but you haven’t a “road map” to get you there. Every company, whether it is established or still in the idea phase, needs a marketing plan that serves as an integral part of its overall business plan for company operations. A good marketing plan supports a company’s broader business goals by formulating a sound marketing strategy and an action plan (i.e., specific marketing activities such as web promotions, direct mail, etc.) that can carve a direct path to bolstered product sales, market share and long-term profitability and success.

Wasted Time, Money and Energy Water Quality Products February 2002 G.A. “Andy” Marken, Marken Communications, Inc.
It’s too bad that so many water management and manufacturing firms waste so much money on public relations (PR) activities that have little or no impact on the press or, more importantly, on their prospective customers.
PDF Version

Creating a Positive Image Water Quality Products January 2002 Walt Denny, Walt Denny, Inc.
Whether you?re marketing commodity products or highly specialized services, your success rides heavily on your ability to project the right company image?to create and sustain a positive "buzz" among consumers and business and trade press about who you are and what you have to offer. A strong PR program can provide the visibility and credibility needed to put you on the radar screens of the right people, while instilling a sense of confidence and goodwill in their minds about your company, products and services.
PDF Version

Thinking Outside the Box Water Quality Products December 2001 Carl Davidson
This article is a salute to those who think outside the box and an invitation to us all to try the unusual and unique to see if it helps us differentiate our company in the marketplace.
PDF Version

Can Technology Help You Sell More? Water Quality Products October 2001 Carl Davidson
Many of us went into sales because we were good with people and bad with paper work. As a result, many of us have shied away from changing technology during the last few decades.
PDF Version

Facts Get in the Way of Winning Customers, Marketshare Water Quality Products September 2001 G.A. "Andy" Marken, Marken Communications, Inc.
Despite leading market research firms that show solid marketing has a cumulative effect, management often views the marketing budget as an expense rather than an investment. It?s time for managers to nail down marketing plans.
PDF Version

Packing and Positioning Water Quality Products June 2001 Carl Davidson
There are two pillars to success in our industry that some salespeople overlook. They make a big difference to sales and profits and deserve some study. They are what separates the big earners from the not-so-big earners.
PDF Version

Duty Calls For Local Awareness Water Quality Products May 2001 Wendi Hope King
Editorial: May 6—12 is National Drinking Water Week (NDWW). It is our duty and opportunity as water professionals to make this week work for us by incorporating local companies, expertise and even the Water Quality Association (WQA) into NDWW.
PDF Version

Top 12 Things We All Do That Kill the Close Water Quality Products April 2001 Carl Davidson
Sometimes we are so close to the sale we can taste it until we do something that kills it in its tracks. To prevent us all from doing this, here are the top 12 things we all do sometimes to kill the sale.
PDF Version

I've Never Met a Rich Sharecropper Water Quality Products March 2001 Carl Davidson
Sharecroppers are poor tenant farmers. They farm the land for the owner in exchange for a share of or percentage of the crops they produce for the owner. They do what they are told and have no land to farm themselves.
PDF Version

We Ought to Be Committed Water Quality Products February 2001 Carl Davidson
We ought to be committed. No, that isn’t a comment on our mental stability but rather a comment addressing the fact that we ought to be totally committed to success if we intend to achieve it.
PDF Version

Who Wants to Be a Millionaire? Water Quality Products January 2001 Carl Davidson
As the beginning of a new year rolls around, I think "Who wants to be a millionaire?" is an appropriate question to ask.
PDF Version