The Shallows

I recently rented the movie ” The Shallows” staring Blake Lively playing a stranded surfer on an island in Mexico where she tangles with a very large shark.  The Shark won’t let her get back to shore after she inadvertently got on a small whale that the Shark had killed thinking she was taking his food.

Surprisingly the movie was good although I believe the Shark would not have been so aggressive in real life. It is always fun when movies take an idea and give it enough truth to be able to sell the unbelievable parts.

Companies often do the same thing when marketing their products. They spin the benefits and features as being the most effective and best performing of any product of its type on the market and show you a video proving their claims. Only the video, like the Shark movie, is slightly to the left of the truth. We all want to believe that what someone is telling us is both accurate and the truth. It is getting harder today to distinguish the truth from fiction.

Performance tends to be the best way to judge the merit of a concept, idea, product or even a movie. With the use of social media as the primary method of exchanging information these days, people are very quick to send out a  review of a certain product, restaurant, movie, play or people in politics. The upside is that a quality product that works well as promised will get a significant amount of positive comments by the masses. Conversely, if the product fails to live up to its performance guarantees, then a huge number of people with eviscerate the company or the product through the internet. And all the TV and newspaper ads won’t stop the bleeding.

Pure Air Systems started its company in 1985 on the premise that it would produce the highest quality, best performing products for the air filtration market. The HEPA and Carbon based, commercial grade, fan powered air filtration systems by Pure Air Systems are considered one of the best in the world today. This did not happen by accident.

Meeting the ever-changing needs of the market place is difficult. PAS has managed to do this by continuing to develop products asked for by the commercial market and consumers alike. They sell performance and reliability on a daily basis.

For more information on the complete line of HEPA based filtration systems go to our website at: https://www.pureairsystems.com  or call us on our toll-free number at: 800-869-8025.

 

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Now That The Elections Are Over

The last Presidential election ( and other state and local elections ) was perhaps the most invasive in terms of using every possible avenue to get your attention, it proved one thing.  We hated and loved every minute of it.

We all have a certain aversion to advertising, especially on TV. That is why I, like many people, use their DVR or TiVo devices to record their favorite programs so we can blast through the commercials. It really was a blessing during the elections. I’m sure that companies that pay to advertise on TV hate that fact but they also know getting information into the hands of the consumer using Television as one of their marketing schemes is critical to their  business model. But is it really?

Running for President during his first term, President Obama used the internet very effectively to get his ideas out to the masses. It turned out to be a very successful strategy. During this past Presidential election both parties utilized the internet in every possible way to get their points across to the potential voters. They not only used social media to gain attention but to get donations for their specific Congressmen, Senators and other local political officials.  It was, in my mind, the beginning of the end for traditional advertising as we know it.

For all those nay sayers that find Facebook, Twitter, LinkedIn and blogging to be a passing phase….think again. Social media is becoming the 6,000 lb Gorilla in the room. For many of the over 60 generation the use of computers may be a partial process for getting email and Skyping with their Grand Children…but for those under 45, Social Media and all its parts are THE way to connect. I should also include the next biggest method of communication…Texting. Even I find myself texting a message to someone rather than calling. It is faster, more convenient and has no time limitation. Plus, if the individual I am trying to call is busy or away from his or her cell phone, the text message will still be there. And…most people respond quickly to a text message  as opposed to waiting to call you back when they have time to do it.

There are some many advantages to using Social Media, the internet, tablets, etc..etc..etc. I can send you documents, photos, maps, directions, via my cell phone. We can work on the same document and project in the Cloud from anywhere at anytime. I can send you a link to a subject or issue I think is important and  Skype or Facetime with you from anywhere on the planet ( mostly) using any hand held device. I can also get nine other friends or business associates on the same conference call with a push of a button.

Pure Air Systems started its operations in 1985. While it used computers early on for correspondence and record keeping it didn’t enter the digital age until 1995 with its original and current website URL. Shortly thereafter PAS started putting its information on a website ( which has now been modified 8 times) and today over 65% of all our new business comes from the internet. The power of digital communications can not be denied. It is the new direction for all things sold and communicated. Get with the program because this process is here to stay.

For more information on Pure Air Systems and its complete line of HEPA and Carbon based air filtration products please go to our website at: www.pureairsystems.com or follow us on Twitter @pureairsystems. Of course you can always call us on our toll-free number at: 800-869-8025.

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Kids Without iPads

It’s a sad state of affairs when you see a group of pre-teen boys and girls mulling around with that sad look on their faces due to the fact that their parents won’t buy them an iPad. After all, being connected today is not a physical process but a virtual process. If you are not on Facebook or don’t have a Twitter account, or worse yet can’t Skype or Face Time with your friends who are you….really! Fear of being unconnected is more important today than not  having close personal friends.  It seems that having something that everyone else believes is essential to their existence as a human being is the next “Holy Grail.”

There is always push-back from a certain segment of the market when some new technology comes onto the scene and becomes ubiquitous overnight. Facebook, twitter, YouTube, LinkedIn have all made major in-roads in getting people to connect digitally and become part of their everyday lifestyle. But, regardless of what you think of social media, it has become a very important tool for organizations, businesses and associations, not to mention the millions of citizens on this planet that use it hourly if not daily.

Pure Air Systems was started in 1985, 10 years before the internet even started to become an alternate method of sharing information with the masses. In the early 1990’s email was becoming the in thing and it was evident that having a way to connect with potential customers outside the Midwest ( PAS is located in Indianapolis) was important in two ways. First, trying to locate potential customers in those days required more of a word of mouth and the use of hundreds of dollars a month in postage sending out literature to prospective clients. Second, there was no way to effectively connect with end users who had a need for a true HEPA based air filtration system.

In 1994 Pure Air Systems initiated www.pureairsystems.com. At that time only major corporations were putting a URL on the internet. Dial-up was the only connection option and Windows was the only true browser. The first  website for PAS was simply a landing page that was incorporated in a business forum that had hundreds of other URL’s listed as well. By 1995 PAS began to work with a small company that could develop a website design and the first of many PAS websites was born. Having a website also provided a mechanism for connecting with anyone who knew how to “surf the net” and it also provided another email address.

Today, Pure Air Systems has a very large website that incorporates all the data on their systems as well as video components and an online store for replacement filters. In addition, PAS has a Facebook page, Twitter account and an active blog site…of which this is one. In 1995 less than 4% of their new business was generated from the internet. In 2012 over 65% of their new business comes from the web….and their products are now sold around the world.

For more information on the entire HEPA and Carbon based product line please go to: http://www.pureairsystems.com,  or follow us on Twitter @ pureairsystems  and visit our Facebook page at: www.facebook.com/pureairsystems. Of course you can always call them on their toll-free number at: 800-869-8025.

 

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Hell Opened Up And Put On Sale

Competition can be brutal. Being successful in business requires you to be part mystic, part Samurai warrior, part Bill Gates and sometimes…just plain lucky. The internet, social media, smart phone, tablets, viral marketing, YouTube are now tools that are used by most companies to market their products and services. Sure, the old stand-by’s like the newspaper, TV, radio and mailers are still used but their effectiveness is much harder to measure since you now have analytic’s and metric’s for social media to measure exactly who is getting your information and how they are using it. With ads, TV, radio and mailers it is difficult to know if you are actually reaching your target market.

This ability to utilize social media in has been a real boon to the small, entrepreneurial start-up companies…and this has not gone unnoticed by the big boys. With little or no up front costs, a small company with only a handful of employees can have a presence on the internet that looks as big as a Fortune 500 corporation. And, with the new metrics, analytics and inbound and outbound content processes, these small speedsters can bring a product or service to market, get in infused and become a household name in under six months in some cases.

With that said, there is still the old adage that says, “in the end all that really counts is performance.” You can tout your capabilities and  have a very professional online presence that captures the imagination of your target market. However, if, in the end, you don’t live up to your stated promises, your company will die a very slow and painful death. While the social media crowd can support and push your company and its products and/or services to people around the world in a short period of time. They can also destroy you just as quickly.

Since kids are computer, iPhone, smart phone, tablet, social media savvy before they are 10, their ability to create a company, blog site, website, webinar, or podcast is now a reality. This means companies will be competing with younger and younger entrepreneurs who will be on a par, if not slightly better, then their counter parts in the corporate world. One should seriously take note of this issue.

Pure Air Systems, has been manufacturing high end, commercial grade, certified HEPA air filtration systems since 1985. It has had a presence on the internet since 1994 and has not looked back since. There is no doubt that the ability to promote your product on the web has been a boon to many companies and in many cases is the only way people can find out about their products or services.

PAS has been a performance based company since its inception and today is recognized as one of the leaders in high performance HEPA air filtration. It continues to develop and promote products to meet the needs of an every changing market. The use of their website and social media like Facebook, Twitter and blogging, has truly enhanced their marketing programs and there is no doubt that the sales to international customers has been due in part to social media. But, in the end, the performance of the systems is still tantamount to the success of the company.

For more information Pure Air Systems and its product line please go to: www.pureairsystems.com, or follow us on Facebook or on Twitter @pureairsytems.  Of course you can always call us on our toll free number. 800-869-8025.

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