Articles by Travis Kennedy

  1. NETFLIX: A Case Study on How to Become a True Market Leader 1/2/2019

    When I first started speaking to the water and wastewater industry about the importance on brand publishing, I was armed with a few examples. Those examples highlighted how to do this thing and how to do it right.  Now when I say “this thing,” what I’m referring to is the application of content marketing using the traditional media products of a publisher. Most importantly, how to start the process of evolving your company into a thought leader.

  2. Brand Publishing Predictions For 2019 1/2/2019

    Recently the Content Marketing Institute came out with their E-Book 85+ Expert Predictions for Content Marketing in 2019 and it’s fascinating to see just how relevant some of the talking points are to our industry.  Here are some of the highlights.

  3. Does Price Still Matter… I Ask As I Eat My $8 Chick-fil-A Sandwich? Part II 12/12/2018

    “Yes, BUT what about the contractor?  All he cares about is price!”

  4. Does Price Still Matter In The Water And Wastewater Market? Part 1 12/10/2018

    Let me start by saying this, “Yes, but…” There are very few things that a water and wastewater equipment manufacturer dreads more than a contractor who only cares about price. Let’s face it, from the 1970s through the beginning of this century, manufacturers have been stuck in a broken system built to work against them.  A salesperson would have several interactions with a prospect pushing the benefits of their technology over competitors.  And then once that was accomplished the salesperson still had to make a deal with the contractor simply looking at price to honor their winning bid with the end user. Sound familiar?

  5. Selling More By Saying Less 11/15/2018

    I recently had the privilege of presenting at the 110th Annual Meeting of the Water & Wastewater Equipment Manufacturers Association (WWEMA). For those of you who aren’t members of this fine organization, I encourage you to check out their advocacy, events and membership benefits here. It’s a great group of industry leaders representing manufacturers, rep firms, business consultants and investment partners working together to create opportunity for all.  The meeting featured a selection of speakers discussing a variety of business issues from GDPR compliance to international trade, procurement practices to corporate tax strategy. All of which are available on demand to WWEMA members following the meeting. Let me know if you’d like an introduction.

  6. The Top 4 Consequences Of Not Creating Commercial Insight 9/26/2018

    The environment in which we sell our solutions has evolved and it’s up to us to adjust or be left behind. The information your customers needed you to provide is now everywhere and the role they needed you to play in their purchasing process is forever changed.  The entire concept of selling has evolved into a journey of helping, informing, and educating along the way to cultivate that connection.

  7. Why We Think People Want To Listen To Our Pitch: The Illusion Of Control 9/12/2018

    Imagine yourself for a moment walking along a crowded street in your favorite city.  Hear the horns of the cars, the buzz of people talking on their phones as they walk by, and feel the heat coming off the asphalt streets.  You come up to a cross walk and nonchalantly press the crosswalk button, wait for the little guy in lights to turn white and you cross.  You get to your destination, get on the elevator, see someone you don’t particularly want to talk to and you start pressing the close door button until the door finally closes and you can enjoy the ride in peace.

  8. Is Selling Dead? 8/27/2018

    I know what you’re thinking: “NO!”  You’re also probably thinking, “How can you ask such an egregious question Travis? Isn’t your business dependent on sales too?”  Before you get too worked up and angry at me, please hear me out. 

  9. Case Study: Commercial Insight vs. Product-Centric Content 8/13/2018

    As of January 2017, a wastewater treatment solutions provider had 100 pieces of content on Water Online. After classifying by content type, 93 were product-centric assets and 7 were considered commercial insight.

  10. Help Is On The Way: Publishers' In-House Content Studios 7/30/2018

    When considering how to improve your marketing effectiveness, there are so many variables in play that it can become an intimidating process.  Tasked with such an important decision for facilitating the growth of their company, many water and wastewater equipment manufacturers and service providers are seeking outside counsel.