P U B L I S H E R ’ S D E S K IF YOU’VE GOT IT, FLAUNT IT www.engineeringnews.co.nz 3 Secrecy, in the engineering industry, is rampant. All too often I hear of great stories about engineering firms, tech, infrastructure or construction companies and the likes building impressive – ground-breaking – pieces of machinery and products but these firms shy away from public congratulations and instead opt to cloak themselves to keep it all close to the chest. This is a very real Kiwi mentality of not wanting to push your own barrow. That needs to change, not only for the good of the manufacturing industry in a public eye but also for the good of the country. The more stories that highlight a sector that is in growth mode with such adoring accolades is, plain and simple, good for everyone. Engineering News’ 2017 Annual Directory is exactly the place to do that. We can help you tell your stories of success and still keep the critical components that may incorporate IP well out of it. We’re not mainstream media mafia… we’re your industry’s magazine. Two very different animals, and thank goodness for that, too. We are here to promote the good… that’s our primary purpose and it’s the reason the majority of you reading this right now choose Engineering News, to see who is doing things the right way and how you could potentially incorporate what you read and who you read about into your business to make it better; to do things better. I understand though, you want to keep your ‘good story’ continuing to make the good just for you, right? Eggs. One basket. This works, don’t get me wrong, but you are then reliant on your current business operation model and - in essence - stifling others that may want to do business with you because they simply don’t know about you or what you’ve done. Long may your business do business this way, but you’re taking the harder road. Growth, without marketing (which is self-promotion), is so much harder. Business owners irrespective of industry must realise the extent to which a good self-promotional strategy can affect a business and do everything in their power to create the best possible strategy to achieve their goals. Without telling your story, there would be no way for people to become familiar with your business. You could be manufacturing the best products on the planet, or be the best at what you do, but if you limit your strategy to keep those secrets close to your chest then you are limiting your business. Stand proud, speak up. Raise awareness. You can still keep the secrets, but tell the story of what you can offer - those secrets you have got that enable you to be a strong player in the market and a strong business partner can stay close to you, but by showing results most will want to work with you and your secrets. Ultimately though, long-term success greatly depends on your reputation. A tree falls in the middle of an uninhabited forest, is there any sound? The answer to that is actually, ‘No’. There are sound waves but there is no sound without a receptor. So, talking to people through the right platform is critical, and it’s why Engineering News prides itself on delivering its print and digital platforms to the right people, leaving out the tyre kickers more often than not associated with keyword click advertising and untargeted platforms. When you speak, with Engineering News, you are heard. So, speak up in the annual directory and contact Keith Falloon or myself. With good self-promotion, you will be able to build up your brand and ensure that you are leading your business to success. It might take a lot of time to build a reputation in today’s market, but as your reputation grows, so does your business, which leads to an increase in sales/services and generating more revenue. More income can later lead to the further expansion of your business and, of course, more customers. Eggs in lots of baskets. The greatest thing about reputation and brand awareness is that it gets people talking about your brand and you come to a point where your customers actually do a great deal of marketing for you. Let’s start your story then. Greg Robertson Publisher greg@hayleymedia.com
EN-Nov16
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