Vince Marino with Empowering Pumps and Equipment

SUMMARY KEYWORDS

people, industrial, pumps, vince, ad campaign, digital, repetition, empowering, intent, talk, amplify, print, industry, phone, seals, company, chicago, marino, dozen, louisiana

00:00

Scott. Welcome to the Industrial Talk Podcast with Scott. MacKenzie. Scott is a passionate industry professional dedicated to transferring cutting edge industry focused innovations and trends while highlighting the men and women who keep the world moving. So put on your hard hat, grab your work boots, and let's go

00:21

all right once again. Welcome to Industrial Talk. Thank you very much for joining a platform that is dedicated to industrial professionals all around the world. Because you are bold, brave, you dare greatly, you innovate, you collaborate, you solve problems. We celebrate you on Industrial Talk, and it is a platform that is ever expanding. So, here's the shameless plug, go out to Industrial Talk.com click on a thing. It's a button, and it says, let's talk. You need to amplify your voice. You need to be able to sort of communicate why you are an incredible professional in the hot seat. We have a gentleman by the name of Vince Marino. Did I get that right? Absolutely empowering pumps, and this is an impromptu conversation, so let's get a crack in having a good conference. Vince, absolutely,

01:10

thanks for having me. I'm a big fan. Yeah,

01:13

Shut the front door.

01:16

Some of your stuff, man. And I even reached out to you because I wanted to, I wanted to meet you. Blush. All right, it's

01:26

pretty cool the conference. You haven't I mean, have you been walking around? Haven't

01:30

we walking around? Well, I just, I just flew in and my arms are tired. Hey, hey, oh, hold just one second. Yeah, but I'm bum

01:38

here. You see I just one. No, that's a mess

01:43

here. Right off the bat, don't, don't go beyond your capabilities. Stay in your lane. There is one that says cadentish, yeah, but I can't find it. They always

01:53

say children and software. They never work for 102 and animals, right? Yeah, yeah, very good.

02:02

So for the listeners out there, let's get a little background on who you are.

02:05

Okay, well, my name is Vince Moreno, and I'm with empowering pumps and equipment. We're a digital media marketing company. Now, the name fools some people, because they think we're just pumps, but we handle all kinds of industries, pumps, motors, valves. I know that's why I'm here, and what we do is we help to amplify their voice to our followers. We got about 60,000 subscribers, and it's a lot of fun. So I get to meet new people, convince them to use our resources that we have. We got a ton of them calling you. Been with them three years, but in the industry, I've been for, gosh, combined, about 12 years. Yeah, been with all the major pubs in the pump industry and in various capacities. So I've been around. But I, you know, I just like this vibe, because it's all digital. It's all digital. We don't do any we don't do any print. The only thing we do print is our media kit, like this. Look at that. You have a you're legit. Yeah, we got some information. Charlie on there. Charlie's in there. You know, Charlie's doing everything. Charlie's the CEO. That's right now. She's at AHR, a little shameless plug for AHR out of Chicago. It's a heating and air conditioning and vacuum type trade show. There's another show in Chicago right now as we speak.

03:34

Well, this one was easy for me to get to. I just live across the lake, so we just drove on in Mandeville. Yeah, Mandeville,

03:41

I know that area. I used to stop a little, no, that was man shack, little, little place to get oysters, Manville and all that down there. Yeah? Man shack, yeah, yeah, right off the interstate, underneath it, yeah, that's

03:56

by man shack, yeah, midden dwarfs, midden

03:59

doors. That's it. Oh, my god, yeah, a little shameless. You guys rock.

04:06

Are they still here? Yeah? Okay, thin, thin catfish, yeah, yeah, they're all in

04:12

beautiful. So originally born in Beaumont, Texas, so that makes me an unofficial Louisiana, yeah,

04:18

it's, you know, it's pretty much right on the border, next stop Lake Charles. So let me ask you this question. This is always a I'm so passionate about industry, and I believe that that industry as a whole has to really amplify their voice. I mean, you're solving problems, your your your these solutions that are out there, but for whatever reason, sometimes it's it's hard take us through a situation where a company approaches you and has said, Hey, we really want how do you how do you begin that journey? Because normally, normally, they're individuals that you. Are not comfortable with that,

05:02

right? And they have to get they have to get comfortable real quick, because what I do is help, you know, we don't, we don't say it in so many words, but what we're trying to do is help people make a lot more money, a lot more sales. Yes, I mean, that's what marketing and advertising really is. It's everywhere, and it's there for a reason, and it's there because it works. I coined a phrase about a dozen years ago, repetition is the mother of retention. Back in the day, people said, you know, necessity is the mother of invention. I say repetition is the mother of

05:40

retention. Go for that. Take us through that,

05:43

right? Well, again, my name is Vince Moreno, again and again, you'll retain it after a while. So the engagement is like this. I'll give you two scenarios. A small company that has service area in Texas, Oklahoma, New Mexico, maybe a little bit of Louisiana. So they, they need, they want to get their name out, but only in that area. So, yeah, we can create a digital ad campaign that geo targeted to that area. That's one small example that's happening right now on empoweringpumps.com and a larger version of that is, here's a here's a great company. I love these people. It's KSB. They did a cover story with us a couple of months ago. Yeah, yeah. And cover story consists of an inside front cover and four full paper.

06:41

But that's a that's a print right

06:43

to print it. Don't bring it around.

06:45

Gotta get it.

06:46

It's digital, but, but the point I'm making is they have a much broader stroke. They're worldwide, huge German pump manufacturer, and they have KSP Americas and so forth. It's great company. So two different needs. There's people that want to talk about, you know, a small area that they want to focus and try to drive traffic to them so they can make more sales. And then there's other folks that want to have more of a blanket coverage. They want their company to be top of mind continuously.

07:22

There's a recognition, brand recognition, that recognition is

07:26

huge. So what's, what's the best way to do that? You cover it with a broad stroke, like a cover of a magazine, a four page article, and again, we're 100% digital. The magazine is digital. And honestly, I've made that. I've made the leap from print to digital. It's not that bad. Oh, it's

07:44

I'm, of course, I'm all digital, because the thought of printing something out is a rather, you know, gouge my eyes out, you know. And really, that's not how we consume our our information. I don't

08:03

today, I ask people. I say, you know, hey, what's the first thing you do when you wake up? And if it's not picking up the phone, you're lying to you exactly. They

08:12

look at their phone. I walk out to the front and get the paper,

08:17

yeah, or or turn on stale news. No offense to cable TV and all that, but the news is, it's a, it's a package that's what they're selling their package. And it's, it's, you know, pre-established, and it's yesterday's mish mash that you are looking at today. And considering it, news, news is real time. Information like this. Right now it's happening. Yeah, we're here at Howard, but,

08:44

but you expect that I'm not going to lollygag. I call that the the the Amazon effect, because when I want something, I go and get it on Amazon, and then Amazon delivers it, if it's, if it's three days, What? What? No, you know, and there. And the drive is the compression of that, right? The same thing with it from, if I want information which it's out there, I'm gonna get it exactly. There's nothing in my way. There's no friction that's preventing me from doing it,

09:20

right? So powering pumps been around for a dozen years now, and we've got quite a following, like I said, about 60,000 opt in subscribers. That's a lot of people, yes, worldwide. And so, for example, if an engineer has an issue with a seal, right, they want to understand seals, and I talking

09:41

about not talking about no mechanical seals. So

09:46

guy comes onto our website, he can very quickly Google and get a dozen or more stories or white papers or case studies about the efficacy of various seals. Yeah, so it's a, it's a, it's a, it's not Amazon, but it's a small mandatory of data that can help people, and that's what we want, the goal here. And again, I know it may sound corny, but if I can't help you, I don't want to do this job. If I can help you, I want to do the job, and that's exactly what I think. But

10:20

don't you think that there's a perception? The perception is that some of this is difficult. There is there a trust component too? You know, it's what is it? You know, mirrors and just magic or or is this stuff real tactical in its nature?

10:36

It is tactical. Like I said, we can geo target a particular area. So advertising appears on your phone, on your laptop, via email and so forth. It can be targeted. It can even be targeted around a trade show. For example, you can do a digital ad campaign around a trade show, so as people are walking towards it. You have a three mile radius that says, hey, come by booth 187 and we're giving away free pie, right? Yeah, so I'm there, yeah? So there you go. So and there is no 187 and there's no free pies, yeah,

11:15

no, I you can only wish exactly, but it is it, and it's from what I understand, it's painless. In a sense, there's not you have individuals like such as yourself and empowering palms, they'll do the heavy lifting. But it's, it's still, it's doable. It's It's not some magic in mirrors or something. It's doable. Yeah,

11:45

it's absolutely doable. And we deliver the results, and then we supply the purchasing client with a full report, number of impressions, number of clicks. I mean, do you have do you make that stuff up? You can put something in print, and yeah, I'm Catholic, make the sign of the cross and hope that people see it. But if you do something digital, there's data can be captured that says this many people saw your advertising, this many people read your article? How

12:18

do you how do you drive down to ROI. So, if I spend $1,000 here,

12:25

I want, I want over $1,000 on the other side, right, and

12:30

that's where that is a, I guess you could say somewhat of a trust, because if I gave 135,000 impressions and 1300 clicks. It's incumbent to you, the consumer that buys the ad campaign, to go, Okay, did we have a spike in activity? Was there inbound calls? Yeah, and it's up to them to garner where did this lead come from? Yeah. I mean, I can't hand deliver that, but you can certainly chart if we're flat lining, and then all of a sudden we do an ad campaign, the phones ring more. We have a 5% increase in revenue. Then you can easily equate it. I can tell you that people will see it, we'll give the report. People will click on it, we'll give that report, and then it's up to you to to capture, like, for example, I stayed at the Hilton

13:26

over here, right over there. Yeah, riverfront. No

13:29

one asked me, why, why did you pick this hotel? But if they had, I could have said, well, I went on kayak.com and I, I said, I need a hotel. And I when I grabbed one, you know, right? So they can say, oh, kayak. It's a good tool to steer people into my Yeah, business. Now that's the problem. Is people get so excited about a lead when the phone rings and they go, Hey, I need a new mechanical seal. Great. What's, what application, chemical, water, you know, they forget where is this coming from, and they don't want to pour water on the excitement. So they probably just don't just roll with it. But occasionally people do, or some will say, Hey, I read your article empowering pumps. It was fascinating. I need to get one of these pumps. How do I do it? And there you go. So I think the big key here is when you have evidence of one or two that that's a representation of a very large group of people. So when you have 1300 clicks on an ad and people are looking at it, they're not discounting it, they're wanting to know more.

14:41

Yeah, you there's, there's, there's the intent, right, that. And, of course, I run Google ads as well, and what makes it beneficial for me is if somebody Yeah, I'm not going to dive deep into the the the analytics or the the philosophy. Feet behind keywords and all of that stuff. But the reality is, is that there's an intent. Somebody on one end is saying, I need something, and they're physically doing it. There's that, and then hopefully, boom, you're right there to satisfy that intent. Now it's up to that me to close the deal or do whatever is necessary, but the recognition is that there's that intent versus some approaches where it's it's more just brand recognition, repetition. You have to incorporate that, whether you like it or not, you know, ABC plumbing. Keep it out there, whatever it might be. Just keep over and over, just in, just generate it so that it becomes at that time, whenever that time is somebody saying, oh, I need plumbing. ABC, plumbing,

15:57

you know, you know, I hate to bring up covid, because it's such a downer. But back in, back in the day of covid, covid, everything covid, what a drag, yeah, but I got to tell you, I came on board the month that covid hit.

16:16

Congratulations.

16:18

And things were, things were just like, oh no. And I went to the team and I said, Hey, look, while we're kind of recovering and sitting in our house and eating too much and watching TV, I got a plan. Why don't we reach out to our existing customers and invite them to a massive zoo worldwide. We had people from Germany and Brazil and Chicago, California and and we called it the meet up. And sure enough, people that weren't able to do anything, they couldn't buy an ad to save their lives, right? But they could talk, and they got on the phone and got on the Zoom. Is it? Hey, Scott, how's it going over there in Louisiana, I'm in Alabama. Things seem pretty good here. The weather's good. I think I'm gonna go out for a walk today. I'm healthy. Are you? Yeah, you know, got a little sniffle, but I'm good, right, right? So we had 2030 people on Zoom meetings, not not to sell them anything. And we emphasize that it was really more of like a, how's it going? We just want to stay connected. Yeah, during this very odd time. And I got to tell you something, you know, good deeds sometimes go get noticed. And it, I think it was a launch pad for more opportunities to sell and engage conversations, sell advertising our services later on.

17:49

That's good business. Yeah, that's good business to be able to be a good

17:54

neighbor. I agree with that 100%

17:58

and I learned a lot. And I think given, giving on the front end sometimes as big dividends, these big

18:08

dividends, yeah, it's all boring.

18:09

If you didn't do that, you know? I

18:11

mean, that's what's boring, is you don't have any Scotch or whiskey. I

18:14

thought this was like, I'm

18:15

Scottish. Here's the stuff. I'm Scottish. Now I got a, I have a client here that they plan to provide some stuff and and it's, it's in shipment, so it's in transit in their logistics company.

18:33

Don't mention them right now,

18:36

but, but no, I agree with you 100% I should have more, but again,

18:43

I could just see us swing it out a little. Yeah,

18:48

so how do you encourage a prospect a company, just to how do you, how do you bring them in and just say, hey, just give it a shot.

18:59

Okay, well, first of all, I it takes repetition.

19:05

There it is again. That's the Vince, yeah. I

19:08

mean, it is, how often do you go to the first place and and buy a product? Don't you kind of do some research and and look, and you start to see it more often, and before you know it, you think, you know, my neighbors got one. I need it. So that's true. You got to build credibility and respect, and that that's repetition. You have to talk to people more than once to now, I've had a few people that I've hit them right between the eyes with, you know what? I could help you. Help you a lot. You're You're You're sending me an e blast, and I am not going to buy your product, but I have access to 60, 70,000 people that need to know about your product. And I've had people say, You know what? You're right? We've been, we've been swimming in our own fish bowl. Yeah. Long, too. Long. We need to get out of it. We. You know, you can only advertise so much in your own environment. And then here's, here's a good Baptist example, right? I've been right Baptist Church, yes, they're, you know, continuously inviting people down to accept right, the Lord, right? And after a while, if it's the same 500 people, that's all your you know, you're not going outside, right? Yeah. So I encourage people that I that are trying to get to me to buy the product, to say, Wait a minute. You need us to get out and get outside of that fish bowl, if you will.

20:39

I'm a big fan of incrementalism.

20:43

Tell me about incrementalism.

20:46

If you don't want to take a full dive into it, try something. Change it up. Have a conversation around something that might be small. Prove it out. Experience it. Dip your toe in it. I love it. Yeah, it's just you don't have to be a big bang, and then all of a sudden, maybe it turns into something a little larger, and then a little bit more success, and you get to see it, and then you learn, and then you grow, and then you, you know, you adapt. We didn't. You didn't get here because you were timid, but you probably just sort of gone. Let me check this out. Let me try this. The same thing for me.

21:25

Break some eggs. That's right, just singing. All right. How

21:28

do people get a hold of you there, my friend, 205-310-2491,

21:33

is my mobile number, or Vince at empowering pumps.com. 205-310-2491, or Vince at empowering posts.com, all

21:44

right, we're going to have all the contact information for Vince out on Industrial Talk, his email, his I got it here, see right there. I got, I got his business card. And you're going to have his business card. You need to reach out to Vince and talk to him about how you can make a splash and amplify your voice. All right, we're going to be wrapping it up on the other side. Stay tuned. We will be right back.

22:08

Thanks. You're listening to the Industrial Talk Podcast Network.

22:18

Yeah. Vince Marino, a must connect chap. You need to connect with him. Massive, massive skills, massive insights you want to be successful. Yep, that's your, that's your to do list right there. Connect with Vince, his contact his stack cart. Everything out on Industrial Talk. So do it? Do it. Do it for you. That's a must connect. All right, we're building a platform. We're building a platform Industrial Talk. You have a podcast, you are thinking about a podcast. You want to amplify that podcast and get some attention to it, and then hopefully bring in opportunities. You need to put it out on Industrial Talk. You know how easy that is. You connect with me. You go out to Industrial Talk. You click. You say, Scott, let's talk. There it is. You talk to me. Do it? Make it happen. But if you also have any technology you want to amplify same thing Industrial Talk, you get the process. Be bold, be brave. There greatly. Hang out with Vince. Change the world. We're gonna have another great conversation shortly.