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What Industrial Marketing Communications Agencies Do

Scott Dieckgraefe Insight

When describing what a mar-com agency does, it’s difficult to know where to start the conversation, where to stop, and how deep to go on every point. The needs of every client are different, and approaches are customized to those needs. That said, Studio/D has put together this generalized process flow to broadly explain an agency’s role and functions. In …

testimonial graphic

Four Types of Testimonials – But You Should Focus on Two

Scott Dieckgraefe Insight

Word-of-mouth is the most impactful and least costly promotion for products and service. This is true for B2C and B2B promotional efforts. And the best way to generate positive word-of-mouth is something we all try to do every day: Produce a great product, with great service, at a fair price. One step down from word-of-mouth is the testimonial. Getting a …

Manufacturing Workforce Training

The Importance of Manufacturing Workforce Training: The Voters Have Spoken

Scott Dieckgraefe Insight

By Scott Dieckgraefe, President and Founder of Studio/D Voters in St. Louis City and County passed Proposition R last week, a property tax increase to provide additional funding to the St. Louis Community College District for sorely needed career training programs in healthcare, information technology, financial services, biotechnology, and manufacturing. My “Letter to the Editor,” published August 11th in the …

Learn What Your Customers REALLY Think About You

Scott Dieckgraefe Insight

Or…The Case for Blind Customer Surveys Marketers of a certain age may remember the “Pepsi Challenge,” a tactic used in the great “Cola Wars” of the 1970s and 80s when Pepsi Cola took aim at Coca-Cola’s century-long market share dominance. In the challenge, consumers were asked to taste colas from unmarked cups – one Pepsi, one Coke – and then …

When You're the Secondary Provider

4 Things to Do When You’re Number Two

Scott Dieckgraefe Insight

When a manufacturer or service provider is named as the “preferred provider,” life is good. Such relationships can remove a lot of the costs of the sales function. Service levels often flourish, and without competitive bidding situations, margins are typically healthier for preferred providers. But the pandemic enlightened many B2B companies about the tenuous nature of the supply chain. Those …

Six Mindsets

Six Mindsets Of Marketing Directors – Which Best Captures Yours?

Scott Dieckgraefe Insight

Marketing communication firms exist to lead marketing directors and their companies toward favorable outcomes. On the surface, this sounds simple enough, yet every marketing director faces different challenges, has different corporate goals, and approach their work from different perspectives. Based on many decades of mar-com work, Studio/D has identified six key mindsets from which every marketing director approaches their work. …

Look-alike audience profiling

Increase Leads and Revenue with Look-Alike Prospect Targeting

Scott Dieckgraefe Insight

Every manufacturer knows their best customers – those companies with whom they’ve established a symbiotic, hassle-free relationship for ongoing sales at comfortable margins. All manufacturer sales reps know which customers fall into this category, and they all want more customers like them. So how does an organization go about “cloning” their best customers? Welcome to the world of look-alike audience …