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PR Should Supplement (Not Replace) Your Advertising
By Shari VanZant
Up until the last couple of decades, industrial marketing meant placing print ads in trade magazines and periodically sending direct mailings to reinforce the message. Then along came the internet and the entire direct mail/PR process was completely revamped.
Standard practice previously involved sending press kits through the mail and then waiting for an appearance in print several months later. In this digital age, PR is sent by email and regularly appears the same day we send it – making PR a more valuable tool than ever.
While it is important to remember that PR should always be used as a supplement to advertising, and never in its place, it is a very effective way of increasing your company and product awareness.
At Bernard & Company, our PR program goes a step further. After a press release is sent, our team regularly searches for our clients’ PR appearances, both online and in print magazines and tracks each one that is found. An archive is built and presented to the client at the end of every quarter with a dollar value assigned to it as if it were paid advertising space, with most clients getting a return of many times the cost spent. This helps show the value of our program, and proves once again, the power of PR.Continue reading
We’re a full-service, strictly industrial ad/PR agency, started by Fred Bernard in 1975. I joined him shortly thereafter, bought the agency in 1982 and I’m still here. Lots has changed over the years, but one word hasn’t. INDUSTRIAL.
Fred came out of Honeywell and Ryerson Steel, while my background was electrical and automotive. Once, we had a high concentration of pump, valve, filter and controls clients. Today, we have more machine tools, production equipment for discrete manufacturing and the market leader in motion control. Our longest-retained client (62 years!) is the global leader in industrial ovens and furnaces and, this year, we’re celebrating 50 years with the market leader in rubber molding machinery, a client we helped conquer the North American market, in which they had no presence in 1970, when they sold their first two presses to one of Fred’s filter clients.
Today, we remain a full-service, strictly industrial ad/PR agency, but we supply our clients social media, geotargeting, website development, full online marketing services, trade show work, video and our unique Special PR program, which nets our largest guys over a MILLION in equivalent ad space, every year. We create the content AND place it in all the right spots.
Being industrial, we do no broadcast, billboard, newspaper or other consumer advertising and we’re not even B2B, as we do no commercial biz. We are STRICTLY i2i, that is, industrial engineers, designers, manufacturing and production pros, talking to others of the same stripe.
Even our most generic equipment client could conceivably sell to less than 150,000 companies globally. One client has a market universe less than 700 in all of North America.
This means we do pinpoint marketing to the right eyeballs, not mass marketing to the masses.
That’s the distinction with a BIG difference between Bernard & Company and other agencies.
Thanks for reading our agency newsletter,
Tim DaroContinue reading
Jason Kleinhenz is one of many Exact Metrology employees at the company’s Cincinnati office, located at 11575 Goldcoast Drive. While he does not have an official job title at the company, Kleinhenz describes himself both as an engineer and as a trainer. His job duties include managing and performing training, as well as marketing and creating content for Exact Metrology.
His first work experience came at age 12, when he and his brother started their own lawn care business. To support himself during his time at the University of Cincinnati, he recalled working “almost every food/beverage position possible.” This included employment at the famous French restaurant Jean-Robert at Pigall’s. Kleinhenz also worked in the university’s Nanomedicine Development Center. As a paid intern, he built RNA nano-motors that would attach to cancer cells and inject healthy DNA. He further broadened his experience with a job at General Electric in Japan, working in the environmental health and safety department. After graduating with a degree in biomedical engineering, Kleinhenz remained at the University of Cincinnati performing research on the female pelvic floor for the Biomedical Engineering Department.
Kleinhenz started working in metrology in 2011, but had a 2-year hiatus. During that time, he worked as a Solutions Engineer at MHI Inc, a specialized heating manufacturer. He started working at Exact Metrology in 2015 as an applications engineer. Next, he took over the position of sales coordinator before handling his current tasks. According to Kleinhenz, “The best part of working in metrology is that one day you might be working on a rocket and the next day on a beautiful piece of art (and everything in between).” Regarding his most memorable experience at Exact Metrology, he mentioned his trip to Peru this past summer. During two weeks, he helped scan Peruvian artifacts for preservation and deliver school supplies to a rural community. “My mission in life is to relay joy, love and enrichment. Peru was a great experience because I was able to check the box of each of those, and the relationships and communities formed are invaluable.”
Besides his work at Exact, Jason started 2 companies. One delivers fresh cooked meals weekly while the other operates as a non-profit to raise money and “do good” for local area parks and communities through a hockey league. He also built and operates 2 donation-based services; a podcast studio and a gym.
Exact Metrology is an ISO Certified, AS9100, FFL and ITAR Certified Company.
Exact Metrology, with facilities in Cincinnati and Milwaukee and affiliated offices throughout the Midwest, is a comprehensive metrology services provider, offering customers 3D scanning, reverse engineering, quality inspection, product development and 2D drawings. The company also provides turnkey metrology solutions, including equipment sales and lease/rental arrangements.
For more information, please contact:
Exact Metrology, Inc.
11575 Goldcoast Drive
Cincinnati, OH 45249
Canton, Michigan, December 2, 2019 – Customers from Germany, the US and China have already invested in laser blanking lines from Schuler. Recently, Schuler received another order from the People’s Republic—this one by one of the largest Chinese steel producers for a plant in Tianjin, as well as an order from a customer in South Africa. Around 50 visitors took advantage of Schuler’s invitation to learn about the benefits offered by the technology during two days in Heßdorf, Germany. They also had a chance to look at the actual system that will be delivered to China.
South African automotive supplier VM Automotive is expected to begin producing blanks for the plant of a high-end German automaker in South Africa (among other jobs) on a Laser Blanking Line 2.18 in the fall of 2020. The newly established blanking operations will handle the full scope of material logistics for the car manufacturer, thereby increasing the value in South Africa. By investing in this highly flexible laser blanking line, VM Automotive was able to gain the upper hand over competitors that use conventional blanking systems. Additional logistics centers are planned for other auto manufacturers in South Africa.
In 2014, a high-end German automaker ordered one of two laser blanking lines for mass production, and the equipment began producing two years later. “Our customer no longer has any dies for these blanks,” noted Martin Liebel, who manages the Schuler site in Heßdorf, a town located in the vicinity of Nuremberg. A highly flexible laser beam now performs the work formerly handled by the dies. This laser beam makes it possible to alter the blanking shape at the push of a button, whereas altering a blanking die can take several months, not to mention the accompanying costs for storage and maintenance. And when the set up time is taken into consideration, the overall equipment effectiveness (OEE) climbs to 80% for the laser blanking line, compared to just 65% for conventional press blanking lines.
With the system’s DynamicFlow Technology, a laser blanking line is up to 70% as productive as a modern servo blanking line with a press. “Output actually significantly exceeded our expectations,” said Liebel, adding that it had been possible to regularly increase output by a few percentage points with the help of a number of smaller measures. A proven cleaning process ensures that the system produces high-quality blanks which are also spotless—an important requirement for critical body shell parts. The same German carmaker went on to order two additional high-tech lines in 2017.
At roughly the same time, Schuler began developing a new concept featuring two laser heads instead of three. “We needed a basic machine that would also deliver solid, acceptable performance for the rest of the world,” said Liebel. The decision proved to be the right one, as evidenced by the orders for one Laser Blanking Line 2.18 each from China and South Africa this year. “The systems are becoming more and more dynamic, and the concept will win out in the end,” said a confident Liebel.
One of the things that makes these systems so dynamic is the distance control for the lasers. This control maintains a distance of 0.7 to 0.9 mm from the continuously moving coil and, where necessary, corrects the distance within fractions of a second to ensure that any residual surface irregularities in the sheet metal do not damage the heads. Liebel explained, “This axis is critical to the line’s output. Each coil contains residual waves. If I’m looking to blank at a rate of 100 meters per minute, I need to be able to respond extremely dynamically.”
Larger surface irregularities are eliminated by the straightener. “The straightening result is a key ingredient to a stable process, especially for the laser blanking line,” added Regional Sales Manager Justine Fonteyne. “To make this happen, we use the ‘Check2Flat’ system, which adjusts the crowning on the straightener rollers.” Either the visualization system makes a recommendation based on the adjustment system, which the operator must then review, or the straightener itself can provide a fully automated control. “It’s important to remove as much of the tension from the material as possible so that the metal doesn’t pop up during blanking. These types of systems help to ensure process stability.”
According to Liebel, another increasingly important aspect for carmakers is the intelligent capacity utilization of production facilities across the globe. “But it’s difficult to make a product somewhere else on short notice if you’re using a press blanking line. To do so, our customers first have to move the die, prepare it for shipment and then send it off.” If a supplier is producing the blanks, the scrap chutes or something else may not fit. “With laser blanking lines in the production network, all I have to do is send a data set for the desired part and make sure that the coil material is available on-site. If the system has available capacity, production can start one or two hours later. It’s really a huge advantage.”
Fonteyne’s coworker Berthold Jüttner offered another example: “One of our customer’s plant managers had a problem with a blanking press and had asked another plant manager if he would be able to cut a few blanks for him on the latter’s laser blanking line. He then immediately sent the drawings and had the coils brought to the site. Blanking began the next day.”
In addition to the newly achieved blank programming freedom, Jüttner saw another advantage in the line’s excellent dimensional accuracy, reproducibility and surface quality. “There are no burrs and the amount of cuttings is significantly less than in conventional blanking.” The so-called “angel’s hair” phenomenon is especially prevalent where blanks are cut from aluminum coils, and is also the reason why blanking presses regularly need to stop so that the dies can be cleaned. “This is no longer an issue with the laser blanking line.”
Laser blanking also makes it possible to support the material across its entire surface area. “We can nest the parts edge-to-edge on the coil and no longer need the 8 to 10 mm dividers required when using the blanking dies. For small cutouts, we can briefly open the belts and the scrap can drop into the scrap chute. On the new lines, the scrap and the usable parts are no longer separated using robots, but rather by an intelligent sorting system. This provides an additional boost in output.”
The growing amount of high strength steels used in automobiles is increasingly pushing blanking presses closer and closer to their maximum mechanical loads, adds Liebel, who noted: “When it comes to yield strengths, there are no limits in laser blanking. We have performed many tests and high-strength steels are no problem.” As Jüttner added, “The laser doesn’t care at all what’s under it.”
According to Liebel,” The bundled beam of light darts across the metal coil at speeds of up to 100 meters per minute and a thickness between 0.7 and 2.5 mm.” Before the year 2000, it was only possible to achieve blanking speeds of 4 or 5 meters per minute using CO2 lasers. Then the fiber laser made its triumphant entrance and opened up the possibility of laser blanking for the first time. This development wouldn’t have been possible with conventional gas lasers.”
In addition, noise emissions are much lower than with blanking presses. “If sound protection is installed on the laser blanking line, you’ll have to look very carefully to see whether the line is running or not,” Jüttner commented. He added that a person can have a completely normal conversation, as long as a press isn’t running next to them. The investment cost is also significantly lower, since the laser line is not as tall and also does not require an elaborate press foundation. “That’s a huge cost factor,” concluded Jüttner. The loop for the material buffer is also routed above ground. However, the laser line’s energy requirements are comparable to those of a press blanking line.
Schuler has developed a software package, the LBL Studio, designed to greatly reduce the operator workload required to program the laser cutting movement. “All you have to do is upload the drawing data and the program will calculate the best-possible contours, the possible nesting options and the optimum level of laser utilization,” Fonteyne said as she listed the software’s benefits. “This means that users can already define the laser movement contours and configure the transitions offline. The binding output quantities can also be predicted. After that, the data can be transferred to the control system, and production can be run exactly as configured.”
About the Schuler Group – www.schulergroup.com
Schuler offers customer-specific cutting-edge technology in all areas of forming technology – from networked presses to press shop planning. In addition to presses, the product portfolio also includes automation and software solutions, dies, process know-how and service for the entire metalworking industry. Our customers include automobile manufacturers and automotive suppliers, as well as companies from the forging, household appliance and electronics industries. Presses from the Schuler Group mint coins for more than 180 countries. As a provider of innovative system solutions, we support our customers worldwide in the digital transformation of forming technology. In the 2018 fiscal year, Schuler generated sales of € 1 212 billion. Schuler AG, founded in 1839 at its headquarters in Göppingen (Germany), has approx. 6 600 employees at production sites in Europe, China and America as well as service companies in over 40 countries. The company is majority-owned by the Austrian ANDRITZ Group.
Schuler in Heßdorf was founded in 1962 as Hermann Schleicher GmbH, with the original headquarters in Erlangen, before joining the Schuler Group in 1990. The facility’s product portfolio includes automation solutions ranging from coil loading to end-of-line destacking. The most important areas it serves are the auto manufacturing, automotive supplier, and household appliance industries. The location employs approximately 350 people.
For further information on Schuler Inc., North America, please contact:
Guido Broder, Vice President of Sales & Marketing
7145 Commerce Blvd.
Canton, MI 48187 USA
A statue honoring Cincinnati civil rights activist Marian Spencer is underway. While Cincinnati already has several mythical representations of women, this would be the first statue of a real woman. Spencer was the first African American woman elected to Cincinnati City Council (1983) and the first female president of the Cincinnati Chapter of the NAACP (1981). She led the campaign to desegregate Coney Island swimming pools in the 1950s when her children were denied entry based on their skin color. Her subsequent lawsuit lead to integration. In addition, Spencer also fought to desegregate Cincinnati public schools. Spencer passed away this year at 99.
Earlier this year, Alicia Schneider, the Committee Chair of the Women’s City Club, approached Spencer’s friend and biographer, Dot Christensen and asked her if Spencer would like to have a statue made in her honor. Marian Spencer supported the idea. The Women’s City Club set up a Spencer Statue Fund at Fifth Third Bank. The group hopes to raise $125,000.
Local Cincinnati sculptor Tom Tsuchiya was commissioned to make the statue. Tsuchiya is known for the statues of Reds players featured outside the Great American Ball Park. The statue will be a life-size rendition of her during her city council days with arms outstretched and two portrayals of modern children. Tsuchiya wanted to depict Marian in an authentic way. He said, “I decided against a single figure. That kind of statue is mounted high and it’s meant to be imposing, looking down on everyone. Marian wasn’t like that. She was a person of the people.” He added, “It’s also 2/3 of a circle with the figures’ hands outstretched so that people can walk up to it and complete the circle.”
Noah Branscum, from Exact Metrology, scanned the clay model of the figures using the GOM ATOS Triple Scanner. The ATOS triple scan is a high resolution, optical digitizer that delivers rapid and precise 3D measuring data for the optimization of design processes. Thus, it improves industrial production processes. ATOS sensors are used in several industries for the inspection of parts such as: sheet metals, tools and dies, turbine blades, prototypes and injection molded and pressure die cast parts. It offers advantages in measuring reflective surfaces or objects with complex indentations. The software of the sensor is continuously monitoring the calibration status, the transformation accuracy, environmental changes and part movement to ensure the quality of the measuring data.
Ronnie Hensley used Geomagic Wrap to make the scan data (mesh file .stl) water-tight and scale it to actual size. Geomagic Wrap enables users to transfer point cloud data, probe data and import 3D formats into 3D polygon meshes for use in manufacturing, design, entertainment, archeology and analysis. The software intelligently processes complex point cloud data to revolutionize the way digital design and manufacturing is performed. It also revolutionized 3D printing, prototyping, and engineering. Tom then took the files from Exact Metrology and supplied them to other shops to build the statues.
The statue will be located in the Women’s Committee Garden of Smale Park. Spencer will be facing due south, looking at the John A. Roebling Suspension Bridge. The National Underground Railroad Freedom Center is right behind the statue and a playground in located to the west. The statue is expected to be presented June 28, 2020 on what would have been Marian Spencer’s 100th birthday.
Exact Metrology is an ISO Certified, AS9100, FFL and ITAR Certified Company.
Exact Metrology, with facilities in Cincinnati and Milwaukee and affiliated offices throughout the Midwest, is a comprehensive metrology services provider, offering customers 3D scanning, reverse engineering, quality inspection, product development CT scanning and services and 2D drawings. The company also provides turnkey metrology solutions, including equipment sales and lease/rental arrangements.
GOM develops, produces and distributes software, machines and systems for 3D coordinate measuring technology, 3D computed tomography and 3D testing based on latest research results and innovative technologies. With more than 60 sites globally and more than 1,000 metrology specialists, GOM guarantees professional advice as well as support and service. More than 14,000 system installations improve the product quality and manufacturing processes in the automotive, aerospace and consumer goods industries.
For more information, please contact:
EXACT METROLOGY, INC.
11575 Goldcoast Drive
Cincinnati, OH 45249
Toll Free: 855.727.9226
Last week, we attended Fabtech in Chicago where four of our clients exhibited. All four had a successful time at the show, which ran from Monday to Thursday. There were over 48,000 attendees during the four days.
Exact Metrology featured their new hot product, the GOM CT Scanner, which provides 3D data of internal and external component geometries in exceptionally high resolution. The Leica Absolute Scanner and Absolute Tracker were also featured in the booth as was the Hexagon Absolute Arm. Exact experts spoke with attendees about their onsite scanning and measurement services including 3D scanning, reverse engineering and CT scanning. Exact offers testing, including onsite, plus equipment sales to the fab industries and others.
Schuler, a press manufacturer, attracted visitors to their booth with a hydroformed Harley Davidson motorcycle frame on display. Hot topics included IIOT solutions, automated smart presses, hydroforming and metal stamping applications and press lines for lightweight materials.
Siemens displayed their new SINUMERIK Motion Controller (MC), which is the perfect platform for the fabrication industry in regards to laser cutting, water jetting, plasma cutting plus wood routing and stone cutting. The booth also featured the SINUMERIK 840D sl CNC and a SIMATIC PLC for various motion control requirements in the fab industry. Other topics included Mindsphere, digital twins and additive manufacturing.
Suhner had an eye-catching display complete with sparks flying, which showcased ROBOT tools grinding, polishing, tube polishing and filing. On display, Suhner had two files, a narrow and a broad belt grinder. They also had air spindles and an electro spindle. The booth also featured the MONOmaster drill unit made in Switzerland and the ECONOmaster made in Rome, GA. Among those machine tools were POLYdrills which are multi head drills that perform anywhere from 2 to 32 drilling applications at one time and deep hole drills that can drill from 200 millimeters to 500 millimeters and 800 millimeters. Suhner also provides the industry a full range of abrasive hand tools and pads.
All booths were crowded with considerable traffic over the course of the show. Another successful Fabtech in Chicago! See you in Vegas next year!
-Maureen Lepke, Social Media DirectorContinue reading
Trade shows are a great time for industrial companies to find new business prospects. However, many visitors to the show are busy and have limited time. Therefore, it is important to get as much exposure as possible. At Bernard & Company, we make sure our clients get traffic at trade shows. Geotargeting is one of the newest marketing tools in this digital age.Continue reading
As Industry 4.0 continues to make its mark on every industry in which we work for our industrial client base, no show better represents the sea change brought to the market better than IMTS, upcoming in a month.
The “digital factory” and “big data” and “industrial internet of things” and other buzzwords are perceived quite differently by each market we serve, which is why marketers must be cognizant of the landscape in their particular industry, when addressing this issue. Those concepts hit the ears of automotive, aerospace, medical, EOEM, forge and foundry people in radically different ways. Learn where your market is today on the subject. For a quick summary, call me!
I can remember the 1970s, when our injection molding machine client’s president instructed me not to use the world “electronic” in an ad, as he feared it would scare off his customers and prospects, as that industry was largely curing parts with glorified egg timers. Today, that client’s machines are leading the charge in the generation, capture and cloud-based management of all production values and machine kinematics. And we’ve been privileged to journey that path with them.
Most web users (which is most people), should be well aware of retargeted ads. Even if you don’t realize why or how they work, you’ve probably noticed suspiciously interesting ads following you from site to site. You may be asking, “how do they know what I was just searching, or what I’m interested in? How are they able to follow me?” The question you should be asking is this: “how do I reach my customer base this same way?”
We live in a time that allows us to advertise specifically to customers who have shown a direct interest in your product, whether they had visited your website, made a search inquiry relating to one of your products or searched websites of a similar topic. This technology is here for the taking, so what’s holding you back?
No. 979 is a 850ºF (454ºC), electrically-heated, universal style oven from Grieve, currently used for various machine shop heat treating operations at the customer’s facility. Workspace dimensions of this oven measure 36” W x 36” D x 36” H in each of the two compartments. 24 kW (12kW per zone) are installed in Incoloy-sheathed tubular elements to heat the dual oven chambers, while a 600 CFM, ½-HP recirculating blower provides front-to-back universal airflow to the workload in each compartment.
This Grieve universal oven features 6” insulated walls, aluminized steel exterior with enamel finish, Type 304 stainless steel interior, double doors, three roller shelves rated for 200 lb. loading, five nickel plated, 100 lb. capacity shelves in the top chamber, three nickel plated, 100 lb. capacity shelves in the bottom chamber and an integral leg stand.
No. 979 controls include a digital indicating temperature controller for each compartment, recirculating blower airflow safety switches, a 10” diameter circular chart recorder for each compartment to record part temperature and manual reset excess temperature controllers with separate contactors.
For more information, please contact:Continue reading