Our News & Views - Marketing Communications
EMG specializes in developing results-driven content marketing and influencer programs for industrial technology companies. We are media relations agency, PR consultancy partner and a marketing communications company all rolled up in one. Developing comprehensive marketing campaigns is key to success in today’s dynamic B2B environment. Find out more about how we can help shape your next integrated communications campaign.
14 Sept 2023
Continental Shift: Navigating the Industrial B2B media landscapes of China and Europe
In the dynamic world of B2B industrial sectors, effective media relations and journalist interactions play a pivotal role in shaping brand perception and industry influence. When it comes to engaging with the media, China, and Europe present some similarities but also distinct cultural, communication, and strategic differences.
10 Aug 2023
Behind the scenes - 5 steps to a professional podcast
With the right preparation, a manufacturing sector podcast can be a great addition to your content strategy. Around 464 million people globally listen to podcasts, with 40 million of these tuning in between 2022 to 2023 alone, so there’s a good chance that the audience you want to reach is ready to be engaged!
1 Aug 2023
Reporting Excellence: Combining Analytics and Insights to Empower Clients in Meeting Their KPIs
In today's digital age, marketers have access to an overwhelming amount of data and tools that can provide valuable insights into their communications and marketing efforts for clients. However, amidst this abundance of information, it's crucial not to lose sight of the importance of quantitative insights in our reporting.
13 Jul 2023
Messaging: have you nailed yours?
Don’t assume that because you are operating in a deep industrial technology sector, marketing messaging doesn’t apply to you. The power of storytelling to convince and connect with audiences should not be underestimated, and carefully constructed messaging is the backbone of any successful B2B marketing programme.
Messaging: have you nailed yours?
13 Jul 2023
30 Jun 2023
Unlocking the value of AI requires honoring human connections
Earlier this month, my EMG-colleague Adriana Arezza and I had the opportunity to deliver a keynote presentation at our client OQ’s Leadership Workshop. The main topic of the event was customer centricity and our presentation focused on the role of the media in telling customer centric stories.
9 Jun 2023
Effective spokesperson training: Navigating message delivery for B2B industrial players
Modern media training has evolved to meet the demands of today's digital landscape. With the rapid growth of social media and online platforms, PR professionals must adapt their strategies to effectively communicate and manage their clients' reputations, including the training of spokespersons.
19 May 2023
Pitch Perfect: Giving journalists the stories they really want
EMG’s PR professionals reveal some of our trade secrets for building strong media relationships that result in top tier coverage for clients.
10 May 2023
Social engineering: get smart, get savvy, get strategic
Many businesses we come across in the industrial manufacturing sector find it difficult to strike the right balance between the different kinds of content that result in a unique social profile that reflects an authoritative brand, engages audiences sufficiently to create loyal followings and still be a strong sales tool as well.
24 Apr 2023
Conversations on the tradeshow floor are changing and so should our approaches to communicating them
Sustainability, environmental pressures, and digitalization are drastically changing the sales and business conversations our clients are having with their customers and suppliers on the tradeshow floor. Good communicators who want to go the distance must pivot to meet the challenges and opportunities of building brands in this environment.
6 Oct 2022
Tradeshow preparation 101
This is it, the big one, the main event. Trade show of the year, perhaps one of the central pillars in your company’s sales strategy.
Tradeshow preparation 101
6 Oct 2022
14 Mar 2022
EMG in 2021 – traditional PR fights back while digital continues to rise
While 2020 was defined by wholly unforeseen and unprecedented events, 2021, although still impacted by disruption and uncertainty, thankfully saw the waters calm.
10 Mar 2022
The shape of things to come: predictions for plastic packaging 2022
We are fortunate to represent a number of clients in the fast-paced plastics industry, which means we are right in the thick of the action. In this blog, we pull together the key trends that are shaping the future of plastic packaging.
15 Feb 2022
The top marketing and communication trends emerging in 2022
2022 may still be in its infancy, but some exciting trends have already begun to emerge—new platforms, new opportunities and new challenges. So how do we navigate this landscape for B2B sales? Is content still important? What about social media? Is metaverse marketing a thing? And what does AI adoption mean for marketing and communications?
8 Dec 2021
Four important steps in sustainable marketing programs
Sustainability is now a core attribute of our clients. Some companies embrace sustainability and make it part of their DNA. Other companies are still developing their sustainability programs and subsequently positioning.
1 Dec 2021
Every colour tells a story. What’s yours?
Does the colour of your bedroom walls make you feel calm and relaxed? What about the colours used in hospital waiting rooms? Can the colour of a logo make you see that company as sustainable and trustworthy?
Every colour tells a story. What’s yours?
1 Dec 2021
21 Oct 2021
If in doubt, don’t leave it out.
There are few examples of B2B online marketing content that aren’t enhanced by using a Call to Action (CTA). In fact, I can’t think of any. Static website pages, landing pages, email campaigns, social media posts whether organic or sponsored, blogs, white papers, e-books, PPC display ads…all of these will perform better with a CTA.
If in doubt, don’t leave it out.
21 Oct 2021
5 Oct 2021
The Facebook, WhatsApp and Instagram outage: A wake-up call for social media specialists
The Facebook, WhatsApp and Instagram outage that occurred on 4 October was in many ways an eye-opening experience.
8 Sept 2021
How to create virtual events people are excited to attend
We’ve all been there, we’ve all experienced it before, we might even be guilty of doing it to others. Death by PowerPoint. A dull presentation can turn a virtual event into a big flop. It’s all too easy for people to leave or do something else entirely while leaving your event on mute. So how do you keep an audience that could be 1000 of kms away, interested and focused on your event and not the TV or that Facebook post?
21 Jul 2021
What B2B organisations need to know about content marketing
While most people have heard of content marketing, that doesn’t mean they know what it is.
18 May 2021
The dos and don’ts of an effective sustainability strategy
Sustainability has become a major buzzword over these past few years, but what does is actually mean? How do you build a convincing sustainability narrative and what are the most common mistakes companies make when developing their sustainability message? Expert sustainability consultant Malcom Forsyth shares his insights on how to build a convincing sustainability story, and how to back that up with evidence.
12 May 2021
Content is king, but only when credible
The phrase ‘honesty is the best policy’ is not a new one, yet arguably it has never been more relevant.
Content is king, but only when credible
12 May 2021
3 May 2021
Shifting dynamics – the rise of digital communications in 2020
At the back of 2019, few could have predicted how 2020 was about to unfold. The reality, of course, has been rather different. Nobody saw the pandemic coming, and even when murmurings started to surface out of China, few believed it would grip the world in the way it has.
22 Apr 2021
Q&A with Candy Adams, aka The Booth Mom®
Are B2B tradeshows coming back in 2021? The answer is “sort of.” We are already seeing some shows returning, but in different forms. For example, well-known shows such as CES and SXSW returned - but in virtual forms. Others are coming back as hybrid forms with some in-person and some virtual options to support exhibitors and visitors who can’t attend.
Q&A with Candy Adams, aka The Booth Mom®
22 Apr 2021
9 Feb 2021
Connecting with B2B audiences using emotional intelligence
Connection. That’s what we’ve been missing so much of in 2020 and what is needed in 2021. B2B messaging is often product driven, rather than focused on making a connection with the people reading or viewing your content. This is where emotional intelligence comes into play – and what innovative organizations are doing to build loyalty in a time when engagement is mostly through digital platforms.
13 Jan 2021
EMG China wins 2020 Golden Flag Award
EMG China was awarded the 2020 Golden Flag Award (GFA) at the annual GFA Ceremony, held on 27 November 2020 in Beijing. The achievement marks EMG China out as a leading player in both the domestic and global communications fields.
EMG China wins 2020 Golden Flag Award
13 Jan 2021
21 Dec 2020
Transforming your PR efforts into lead generation campaigns
The conversations we have with our clients today are full of different ideas and angles. A big need has emerged into understanding how we can truly and effectively reach audiences and talk to them digitally to generate leads – especially in B2B industries. This is where communications, marketing and PR can help the sales team. The question is how do you transition from the traditional PR way of doing things into what works today, and all the way down the sales funnel?
16 Dec 2020
The Five Things We Learnt in 2020
This year has been a crazy time to be in B2B communications. In fact, it’s just been a crazy time all in all. As we all did our Christmas shopping this time last year, nothing could have prepared us for what 2020 had in store.
The Five Things We Learnt in 2020
16 Dec 2020
19 Nov 2020
China outlook: Digital transformation on the rise both in manufacturing and communications
The global pandemic might still be lingering as a dark cloud over the manufacturing sector, but with the 22nd China International Industry Fair (CIIF), themed “Intelligence & Interconnection - Empowering New Industrial Development”, held as scheduled this past September, the industrial economy received an extra boost.
4 Nov 2020
Is COVID-19 a Game Changer for the global PR industry?
A global survey by the PR network Eurocom Worldwide among medium sized enterprises in the B2B and technology industry identifies changes in PR and marketing communications practices triggered by the COVID-19 pandemic in 2020.
21 Oct 2020
How the trade media landscape is evolving, with a growing role for social media
B2B may have not been the first to the social media game, but there are few doubters nowadays of the role for platforms such as LinkedIn and Twitter when it comes to an integrated communications strategy.
24 Jun 2020
How to make your webinar or online chat session stand out
Standing out among a crowded online calendar is a major challenge. Fortunately, there are many options to gain greater engagement and success for your next webinar, online chat, LinkedIn Live, Zoom or Microsoft Teams session.
26 Mar 2020
Navigate and communicate through changing times
These are unprecedented times. The coronavirus pandemic has left many of us feeling fearful, apprehensive, and alarmed. We’ve seen much of Europe and North America grind to a halt. This is something that most of us have never experienced in our lifetimes, or even could imagine.
Navigate and communicate through changing times
26 Mar 2020
31 Jan 2020
Reaching the Food Ingredients Customer
Personalized marketing is now a standard approach in B2C marketing but are you using the best insights and customization to turn your food ingredient B2B prospects into buyers?
Reaching the Food Ingredients Customer
31 Jan 2020
10 Jan 2020
Oerlikon's recent campaign success illustrates that the sky's the limit when a great marcoms partnership is formed
Industrial technology marketing communications agency EMG is a firm believer in developing true partnerships with our clients. Our recent work with Swiss-headquartered international technology group Oerlikon is a great example of what happens when collaboration between client and agency bears fruit.
12 Dec 2019
The blog cocktail: layering information one blog at a time
You’ve done a press release, sent it out to everyone who would be interested and shared it on LinkedIn. Your job of getting the message out is now done and it’s time to relax. Right? Wrong!
5 Dec 2019
How to stand out and thrive in a downturn
What’s the best approach to communicating in uncertain economic times? EMG considers a few platforms to help industrial technology innovators stand out.
How to stand out and thrive in a downturn
5 Dec 2019
14 Oct 2019
The Media G&T: adding new twists to a timeless classic
Press releases and trade magazine articles are what we like to call the Gin & Tonic of the PR B2B world. Even though the media landscape has changed, these classic ways to reach your customer are still important and not going away. They work best when you have a product launch, a big announcement or a unique news hook that media within your sector are looking for. This might be an industry trend report, case study, survey results or any other content piece that they haven’t seen before and will appeal to their reader.
1 Oct 2019
When it comes to content marketing it’s the thought that counts
The changing face of marketing in the internet age has forced a rethink at both B2B and B2C marketing communications teams. There is a growing role for content marketing that educates rather than proactively sells a brand. In order to truly take advantage, you need to claim a thought leadership position within your field of industrial technology.
25 Sept 2019
Using AI to add life to your next marketing communications campaign
Automated help chats, voice-activated devices and augmented reality are just some of the platforms where artificial intelligence (AI) can be applied in industrial technology marketing communications.
11 Sept 2019
Balancing short and long form content to drive leads along the customer journey
For years, the general consensus in the social media age has been to opt for “snackable” content that can be quickly understood and leaves little to the imagination. With short attention spans and a wealth of other content feeds vying for their attention, the aim is to hit the reader over the head with something that shocks, surprises or amuses in the form of short videos, memes or controversial tweets. This is effectively scroll-stopping content that forces us to look.
28 Aug 2019
How the trade media landscape is evolving, with a growing role for social media
B2B may have not been the first to the social media game, but there are few doubters nowadays of the role for platforms such as LinkedIn and Twitter when it comes to an integrated communications strategy.
22 Aug 2019
A strong integrated communications strategy brings results
EMG was requested to help Norican Group Asia Pacific develop a comprehensive multi-channel communications support package for China DIECASTING 2019 held in Shanghai, comprising media engagement, video and social media content. The goal was to promote their new product lines and get across their messaging to the media.
20 Aug 2019
Using your LinkedIn to build trust and credibility in a B2B world
Did you know 61 million LinkedIn users are senior level influencers and 40 million are in a decision-making position? From a B2B perspective, this means the decision-makers you are trying to reach are using LinkedIn.
13 Aug 2019
How to win at K 2019
The K Trade Fair in Düsseldorf (October 16-23, 2019) is just around the corner, with excitement having been building within the plastics and rubbers industry for months. One of the key reasons for this pre-event buzz is the show’s rarity. Only taking place tri-annually, a huge shift has happened within the space since the last event, with the notion of sustainability and a circular economy now dominating the discussion amid increased public calls for change. But communication as a tool to generate pre-, during and post-show buzz has also shifted dramatically since K 2016, with the role for social media never having been more prevalent.
How to win at K 2019
13 Aug 2019
5 Aug 2019
Why a customer and content centric focus will help you win
For most of us, it has been a long time since we were in school learning our 3 Rs of reading, writing and arithmetic. But in a successful B2B marketing strategy, the Cs are just as important as the Rs. To succeed and be truly noticed in today’s dynamic marketplace you need to be able to create, connect and communicate strongly. But there are many other angles to consider when building your next successful campaign.
1 Aug 2019
Remaining relevant in a circular economy
The plastics segment is being challenged to change the dialog around waste and provide true solutions. At the recent EMG Pre K Press Event, there was a strong consensus that the focus on virgin materials should become ever smaller and the role for a mono material strategy, which allows for simpler recycling was also noted
Remaining relevant in a circular economy
1 Aug 2019
22 May 2019
EMG's 4th Customer Summit focuses on Account Based Marketing
Understanding your customers is at the heart of an Account Based Marketing (ABM) strategy and is especially applicable in a B2B business environment where customers require (and sometimes even demand) your understanding of their business, and provide them with tailored solutions.
17 May 2019
Chinaplas 2019
The downstream application industry of rubber and plastic is active in technological innovation, which drives more urgent demand for new materials, new equipment and new technology. Chinaplas, Asia’s largest and the world’s number 2 plastics and rubber trade show is expected to bring together more than 3,500 leading exhibitors from all over the world.
Chinaplas 2019
17 May 2019
16 May 2019
Quick SEO and keyword tips for B2B marketers
If done correctly, SEO is an organic way of having your B2B website or blog rise to the top of search engines without having to pay for it to be there. But before you can make your content SEO ready, you need to ask a few questions.
Quick SEO and keyword tips for B2B marketers
16 May 2019
8 May 2019
Being there to save the day
This year it has been full steam ahead for the EMG Team. Just between January and April, there have been over 10 trade shows with IDS, JEC Europe, European Coating Show and in-cosmetics being just a few of the big ones where we were on site to help our clients with the media interviews, press conferences, video support, social media and anything else they needed to ensure they got maximum coverage.
Being there to save the day
8 May 2019
24 Apr 2019
Transition from PR to Marcom
Today, communicating to the audience is not solely about sending out a targeted press release – although that still is an element of a campaign. Instead, PR has become “Marcom”, which includes understanding the business strategy, developing the message, creating the right content to communicate the message and dispersing the message.
Transition from PR to Marcom
24 Apr 2019
24 Apr 2019
Keeping agile and innovative in marcom
Being agile in marketing communications is about taking calculated risks to keep innovative, and sometimes the risks aren’t always what you expect from a communications agency. Sometimes risks include implementing an idea that you know will effectively reach the audience.
Keeping agile and innovative in marcom
24 Apr 2019
24 Apr 2019
Challenging the status quo
While we know that press releases and trade interviews are here to stay, we also know how buyers gather information to make their buying decisions has evolved, and it extends beyond traditional media outlets. Social media, video, webinars, podcasts and even a simple google search can influence their decision.
Challenging the status quo
24 Apr 2019
19 Feb 2019
Are you ready for Account Based Marketing?
Account Based Marketing (ABM) is growing with 76% of B2B companies in UK and Europe looking to increase their efforts in ABM in the next year, but while ABM might be right for your organization, it might not be right for all of your customers.
Are you ready for Account Based Marketing?
19 Feb 2019
14 Feb 2019
Why automation won’t render humans obsolete
Some worry that automation and robots are taking over. Already they are a part of our lives. We pay our bills through our phones, our cars tell us when we are going to hit something and our social media accounts suggest friends, products and events for us to attend. You can’t even escape it when watching TV.
Why automation won’t render humans obsolete
14 Feb 2019
29 Jan 2019
Mindfulness in Marketing Communications
More video, more social media, more integration, more influencer marketing are some of the big B2B marketing and communications trends for 2019. If you are like us, you’ve already come across numerous blogs all telling you the same thing: you’ve got to do more, more, more!
Mindfulness in Marketing Communications
29 Jan 2019
31 Oct 2017
Are you Agile or on Autopilot?
Digital continues to put us under pressure to make decisions in real-time. If anything the pace is likely to accelerate. But we marketers are resilient, adaptable and ready to change at short notice, right? Agile marketing is one emerging approach to our fast moving world, but is there still a place for the annual planning cycle?
Are you Agile or on Autopilot?
31 Oct 2017
10 Oct 2017
Guardian Automotive: shop and showcase in one
Launching an online ordering facility for customers is one thing, building a corporate website is, often, quite something else. The conundrum is that on the one hand you want to make it easy for customers to order online – on the other you want to reach out and talk about your latest development, interact with your communities and invite them to share their stories. The answer is straightforward: combine the shop. and www. website into one digital presence.
Guardian Automotive: shop and showcase in one
10 Oct 2017
25 Jan 2017
EMG helps Guardian to shine at glasstec
It's challenging enough to run the day-to-day operations and communications of a multimillion-dollar, global business without also having to sweat all the details related to creating and managing your company’s presence at a major industry trade show.
EMG helps Guardian to shine at glasstec
25 Jan 2017