Welcome to the first Ace World Companies blog, penned by marketing guru and vice president of the company, Camron Ghanemi.
Starting this April, I will write a blog every month to update readers on the latest news at the company and share my thoughts on developments within the industry and the end user markets to which we provide lifting equipment. It will also serve as an informal diary, covering the extensive travel, trade shows and other meetings that keep me busy as I lead Ace’s marketing efforts and head-up our newly acquired Pullift business.
Overseeing the marketing efforts of this company is a hugely challenging but rewarding task. I am very well supported by my marketing and sales colleagues. As our partners and target end user markets become increasingly exposed to new and varied forms of media, it becomes all the more important to position ourselves where our marketing efforts will have the biggest impact.
I understand the supply chain and have a pretty good knowledge of most of the players in our market, which is crucial to developing and executing marketing strategy.
My father, Ace, who is president of the company, founded the business in 1987 when he turned his garage into the firm’s first workshop. Now, headquarters is a 100,000 square foot site in Fort Worth, Texas coupled with a slightly smaller facility in Knoxville, Tennessee, which opened five years ago to increase crane building capacity and serve as storage for the Advantage range of products.
The cornerstone of that growth has been an aggressive marketing strategy and high visibility in the crane industry and throughout end user communities.
Now is the time to support our high profile marketing and advertising strategy with a revitalized social media presence, having relaunched Twitter, Facebook and LinkedIn—and committing to this blog. Make sure you’re following us on Twitter at @AceWorldCompany. The account welcomed over 250 followers in the first week of the relaunch and will lead our social media activity.
The importance of media relations
I am much more comfortable showcasing the products and industry leading technologies Ace produces. In fact, that’s the objective of much of what I do. However, my role does require me to have strong relationships with trade media and make myself available for comment when magazines are looking for content. Sometimes they want to know about the individuals behind the products and what makes them tick.
I was thrilled to be approached by Hoist magazine during the ProMat show about featuring in an exclusive interview in a spring edition. The title is being relaunched in May, incorporating Overhead Crane & Hoist (OCH), which has carried our advertisements for a number of years. Hoist is a respected, globally circulated overhead lifting magazine and it was an honor to be interviewed by its editor, Tim Sheahan.
Tim quizzed me on my marketing principles and the direction of the family business. I also enjoyed talking about the newly acquired Pullift business. Being interviewed by an industry expert can be challenging but hugely rewarding. It also provided an opportunity to reflect. I found myself talking to Tim about the greatest challenge of any family business—the fact that it’s personal. You’ll have to read the interview when it’s published to find out more.
Actually, the really difficult part about featuring in Hoist magazine was the photo-shoot. Tim wanted to capture me as an honest, dynamic thought leader but I’m not familiar with being directed by a photographer. Eventually, we got some results we were all happy with and I accepted the importance of putting a face to my comments. I’m not sure I’ll be threatening the front cover though!
Keeping in touch
My role involves extensive travel, often internationally. Following a recent trip to Taiwan, I traveled to Hannover in Germany for the Hannover Messe show. Visitors to the world’s most important industrial technology show saw how far industry has progressed towards the fully integrated factory. More about that next month!
Ace provides overhead bridge cranes, overhead gantry cranes, wire rope hoists, electric chain hoists, crane kits and end trucks. Keep visiting the regularly updated website at www.aceworldcompanies.com and remember to follow us on Twitter at @AceWorldCompany.
Thank you for reading my first blog!
Vice President, Ace World Companies
President, Pullift Corporation
Posted on 4/26/2015 at 6:00:00 AM