Elevating Knowledge Through How-To Manufacturing Videos with Mark Terryberry, Bryan O’Fallon, & Scott Gasich

Episode 201 | Challenges: Community Technology

HAAS Automation is leading the way in how-to manufacturing videos as an education tool for manufacturing leaders around the globe - as well as a content marketing tool to demonstrate how to use the newest HAAS equipment. Guest speakers Mark Terryberry, Bryan O’Fallon, and Scott Gasich share their video-making and content marketing expertise in this fascinating episode of MakingChips! Want to learn what makes a great how-to video and how sharing your knowledge can help boost your business? Listen to the episode to find out! 

Connect with us:www.MakingChips.com/contact

Trading manuals for how-to manufacturing videos

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After a couple of hit how-to YouTube videos demonstrating how to solve simple manufacturing issues, the HAAS Automation marketing team realized that there was no place for manufacturers to go to learn how to do new things or fix things outside of paper manuals. Jumping on the “video craze” bandwagon, they set out to fill the void of immediately available machining instruction by offering quality how-to and product video content. 

Quickly finding that people prefer short, to-the-point videos, the HAAS team created short video series on different topics. They now average 4-5 videos per week with several series from “Tip of the Day” to “Don’t Fear 5-Axis” and the “Machine Tool Coolant Series.” Manufacturers today need quickly available and accurate demonstrations to help them master their art and easily find solutions. YouTube offers the medium that HAAS needs to accomplish its goal of meeting the needs of the manufacturing community while also marketing their latest products. 


Overcoming roadblocks with authenticity 

It can be overwhelming when trying to decide how much production value to put into video content creation. How polished do you make how-to manufacturing videos? Mark, Bryon, and Scott all share the need to be authentic with your audience. Just because you make a video doesn’t mean that people will watch it. Know who you are as a company and know who your customers and potential viewers are. What do they need and want to learn? 

How-to manufacturing videos are a way to build trust with current and potential customers. If you are providing real solutions to real problems, then you will earn the trust of your viewers. Mark, Bryon, and Scott encourage listeners to use real-life machinists in their video production. The authentic empathy that machinists will have with viewer issues will come through in the videos and provide an added layer of reality and authenticity. 


Using the needs of viewers as inspiration 

Listening to your viewers is key! While the manufacturing community may still be pretty old-school, everyone consumes online material, and everyone is looking for answers through mediums such as YouTube. Be sure to read the comments people are leaving in your channel. Provide a phone number and email address so that viewers and customers have a way of reaching out with questions. Use your own company’s mistakes as opportunities for creating new content that demonstrates how to solve the problems you come up against. 


Making the shift from traditional marketing to content marketing 

Scott says that with digital marketing, you have to jump right in and get at it. While print marketing may still claim a slice of your resources, put most of your resources in digital marketing. With $3,000 of Facebook marketing, you can reach a million people. With $3,000 invested in print marketing, you may reach a few thousand. Invest in what works.

Don’t know where to start? “Follow your gut,” says Scott. Think about how you would want the material presented to you. “Bet on yourself,” he says. Don’t go spend a fortune on production value right away. Use your phone and some good lighting tools and go from there. Build a script or storyboard to help guide the way. Speaking with passion and truth will win the trust of your viewers and help you build your business. 

Here’s The Good Stuff!

  • MakingChips receives rave reviews on iTunes!
  • The shift from traditional marketing to video content marketing. 
  • HAAS Automation as an early adopter of the video craze.
  • Creating a needed learning space for manufacturers. 
  • Overcoming the roadblocks of creating new video content. 
  • Gleaning material from viewer feedback. 
  • Why content marketing is the most effective way to reach your audience. 
  • The behind-the-scenes of shooting a YouTube video. 
  • Operator Certification through video training series. 
  • Augmented reality may be the future of content marketing. 

Tools & Takeaways


This Week’s Superstar Guests


Connect With MakingChips

Subscribe to Making Chips on Apple Podcasts, Google Play, Stitcher, or Spotify

 

Jason Zenger: Jim, I got some more acronyms for you.

Jim Carr: Okay, give it to me man.

Jason Zenger: Q... and some numbers too. Can you handle it?

Jim Carr: No, I can't.

Jason Zenger: QMSAS9100ISO9001. Do you know what that means?

Jim Carr: I do know what that means, as a matter of fact. It's two processes, QMS processes, Quality Management System processes. AS9100 and ISO9001.

Jason Zenger: And how does that work with your new ERP system?

Jim Carr: Well what it is Jason, we were talking earlier about the paperless system, all of the documentation that we use in AS91100 and ISO9001 is totally integrated-

Jason Zenger: So no more binders?

Jim Carr: No more binders, no more signing papers. Everything's integrated into ProShop ERP and it makes our life so much more easier and so much more efficient. So go to proshoperp.com for more information.

Jason Zenger: Welcome to MakingChips, we believe that manufacturing is challenging but if your connected to a community of leaders, you can elevate your skills, solve your problems and grow your business. I'm your host Jason Zenger and I'm joined by my co-host Jim Carr.

Jim Carr: Why are you looking at my lapel?

Jason Zenger: No, I'm looking at your jacket, because your always like all dressed-up, I'm in a t-shirt and you're in a jacket.

Jim Carr: I know. That's the Jim Carr brand, right?

Jason Zenger: Yeah, I think so.

Jim Carr: Absolutely. Yeah I feel great we're here in sunny Oxnard, California we're at the Haas facility-

Jason Zenger: Yeah, its good.

Jim Carr: This place is rocking and rolling.

Jason Zenger: Yeah, I got a question for you.

Jim Carr: Yeah, go ahead. Your going to ask me how to make Hass Avocado Guacomole.

Jason Zenger: No, I'm not, I'm not.

Jim Carr: But close.

Jason Zenger: Have you ever had a project around your house and you didn't want to hire an electrician or a plumber or somebody like that. You actually went and did it yourself but you didn't actually know what to do?

Jim Carr: Of course. I can do it.

Jason Zenger: You ever search on YouTube and look for how to do that?

Jim Carr: I have. My wife has too actually. Like learning how to stain wood or whatever. Or like replacing your garbage disposal.

Jason Zenger: Okay. We had a gas leak in our laundry room, my wife and I did.

Jim Carr: Yeah, really?

Jason Zenger: Yeah.

Jim Carr: It was serious?

Jason Zenger: It was actually bad and my wife was like "Why don't you fix it?". I turned off the gas, I know how to do that. But, I needed to replace the valve and trusty videos online, I was actually able to replace a gas valve, if you can believe that. I know you're like stunned, you're like "There's no way that you did that."

Jim Carr: A, I can't believe you did it. B, well I know your kind of cheap anyway, you don't want to pay anybody-

Jason Zenger: I mean that's 100% the reason. Yeah, I mean I didn't want to-

Jim Carr: You just didn't want to pay 200 bucks to have a technician come out... Well, first of all you've got to wait. They got to come in. They're probably going to come in to your house, they're going to diagnose the problem.

Jason Zenger: He's going to wear his gym shoes in my house.

Jim Carr: Uh-huh (Affirmative). That's it-

Jason Zenger: They don't like to-

Jim Carr: Now I know. Now I know.

Jason Zenger: Well you know we operate an asian household and the culture in asia is that you take off your shoes when you're in the house, but when you hire a professional they don't want to do that.

Jim Carr: That was probably a third reason why you didn't do it, is because you knew that technician was not going to take off his dirty boots, right?

Jason Zenger: I'm a little bit of a germophobe.

Jim Carr: But tell me more, no, this is great. I'm proud of you Jason Zenger.

Jason Zenger: I was able to replace the gas valve, but the point is, doing things yourself has become just more prolific just because of being able to search videos online.

Jim Carr: Don't use fancy words again.

Jason Zenger: Oh, sorry.

Jim Carr: Okay.

Jason Zenger: Even for manufacturing people search online and the first place everybody searches is Google but unfortunately Google also owns YouTube, under the banner-

Jim Carr: They do?

Jason Zenger: ... of the alphabet company which I just... Its like a parent company so you've got alphabet and you've got Google and then you've got YouTube and that company owns both of them and that's like the top two widely searched platforms. But the Metal Working Nation, Manufacturing Leaders they also search online at videos in order to figure out how to do things. We're here at Haas and we're going to talk about-

Jim Carr: We are.

Jason Zenger: Yeah, we're going to talk about that. We're going to talk about-

Jim Carr: Well they've got a pretty prolific video channel, is that right?

Jason Zenger: Yeah, your going to start using that word often, right?

Jim Carr: Oh, yeah. I know. Well, I always copy off you [crosstalk 00:03:55], right?

Jason Zenger: Yeah, that's true.

Jim Carr: You teach me all those high level words.

Jason Zenger: I've taught you well.

Jim Carr: And I teach you all about manufacturing.

Jason Zenger: Yeah, exactly.

Jim Carr: What do you know?

Jason Zenger: Yeah, exactly.

Jim Carr: I'm going to have you up programming a CNC one day.

Jason Zenger: We've got the plans and I need to learn.

Jim Carr: Would you like to do that?

Jason Zenger: No, I told you. I don't want to talk about it yet on the show, but I do have my grand plan that I would like to do and its not to own a manufacturing company-

Jim Carr: Wait-

Jason Zenger: But I may need to learn-

Jim Carr: ... you might get dirty. You might get dirty.

Jason Zenger: No, I'm planning on it. Yeah.

Jim Carr: And like MakingChips says, "Two guys get dirty on the factory floor".

Jason Zenger: Yeah, no.

Jim Carr: You better do it. If you say it, you got to do it.

Jason Zenger: Yes. In this episode of MakingChips, were going to discuss how Manufacturing Leaders have elevated their knowledge through how to and product knowledge videos and we have a celebrity with us today, to have that discussion.

Jim Carr: Somebody more celebrity than me?

Jason Zenger: Way bigger.

Jim Carr: Really?

Jason Zenger: Way bigger.

Jim Carr: No kidding?

Jason Zenger: No, way bigger.

Jim Carr: Okay. Good.

Jason Zenger: I don't want to big. I don't want to be a celebrity.

Jim Carr: You don't.

Jason Zenger: That your thing. I'm actually not interested in what's going on in your business but one of the things that I want to talk about is... We've gotten some decent reviews on iTunes-

Jim Carr: Yeah, I saw that. Its awesome.

Jason Zenger: I threw a bunch of them together here and I just want to read them off to the Metal Working Nation, so-

Jim Carr: I have an iPhone so I can't read any of these.

Jason Zenger: But I put these on-

Jim Carr: That's great.

Jason Zenger: ... in the show notes. I just want to read through some of these.

Jim Carr: Yeah, go right ahead.

Jason Zenger: For two reasons. I think that positive reviews are the currency of podcasts, so to the Manufacturing Leaders out there if you give us a great rating and review, it helps us and makes Jim feel good.

Jim Carr: It does.

Jason Zenger: Everyday I have to text Jim and I say "Jim, you're a good boy, you're doing a great job and did you like that positive affirmation?"

Jim Carr: I do, I do.

Jason Zenger: If the Metal Working Nation out there want to do that same thing for Jim, just leave a iTunes review.

Jim Carr: I love positive reviews.

Jason Zenger: To be honest with you, I like it too.

Jim Carr: Everybody likes to hear that they're doing well, right?

Jason Zenger: Yeah. The second reason, I also want to give credit to those people that have taken the time to give us that positive review-

Jim Carr: Damn lets do it. Nice shout-out.

Jason Zenger: The first one here is from Emma and Sewani Georgia, I believe that it means, and it says "You guys are my favorite podcast currently." Well I don't know if that's going to change for them but, "Always looking forward for some interesting episode. Keep up the good work." Thank you Emma and I hope that we remain your favorite podcast, but apparently there's always the chance that we might not.

Jim Carr: Well, we've got to keep the content good, right?

Jason Zenger: Yeah. There you go.

Jim Carr: And elevate the industry.

Jason Zenger: The next one is from EF Din Shacks, "Perfect for manufacturing of any size. I've listened to MakingChips for a couple of years now and thought it was finally time to review. Having purchased our companies from our in-laws, this podcast hits close to home for me. We have 25 employees and manufacture our own products as well as having a job shop. So much of what these guys talk about directly pertains to what we go through on a daily basis. The marketing talks are my favorites."

Jim Carr: Oh, that's interesting to know.

Jason Zenger: It is.

Jim Carr: [crosstalk 00:06:33] feedback.

Jason Zenger: "I haven't heard anyone else talking to the small manufacturers like us. Keep up the good work." Awesome. Next one is from Part-maker 77.

Jim Carr: Do you think he was born in 1977?

Jason Zenger: Yeah. "Must listen for manufacturers. Jason and Jim always do a tremendous job of keeping the Metal Working Nation informed of new ideas and innovative technologies. They convey the pulse of the industry through their informative guests. Thanks guys and keep up the great work." Just to be clear with everybody, we do not pay any of these people to make these reviews and we don't even know who they are. I don't think that we've ever met them before.

Jim Carr: I've never met them at all.

Jason Zenger: The next one is Thinking with my hair brain, "Nice work more technical please." We've heard that before.

Jim Carr: Yeah, so this guy he actually gave a four star. All these rest of these are five stars. He deducted a point, but so it's okay.

Jason Zenger: Why only four?

Jim Carr: Well, just keep reading.

Jason Zenger: Okay. "I've listened to six or seven episodes now. I do really like the format topics, personalities." Thank you for that. "I would be happy if the content were more technical-"

Jim Carr: That's why he deducted a star.

Jason Zenger: That's why we only got four. "They usually discuss topics from the perspectives of the owner, which reflects their experience. I'm an engineer at a large manufacturing company. I was hoping to hear discussion around technical problems to get more depth and breadth of the kind of skills I use at work. I want to hear about issues other manufacturers deal with and what technology they have. Systems automation, data collection, analytics and more." Okay, so you've got that MakingChips team. We need to have more technical stuff so you need to keep that up there. This is from Manufacturing ops worth your time.

Jim Carr: Yeah, that's what it is.

Jason Zenger: Yeah. That's in his name-

Jim Carr: No, work your time, he's saying. It's worth your time and effort.

Jason Zenger: "I stumbled across these guys a few months ago and now I listen to them every week. Smart guys, good guests. Timely subject matter. If you are in manufacturing, you can probably learn something here."

Jim Carr: Wow.

Jason Zenger: Good. That's it.

Jim Carr: Appreciate those everyone. Yeah, write through a few more.

Jason Zenger: I can tell you're feeling good. You're smiling little bit bigger now.

Jim Carr: I'm good. Yeah. What kind of manufacturing news we got for this week?

Jason Zenger: It's very relevant. This is from the LA Times. What it talks about is that Los Angeles is the largest manufacturing center in the US according to the government.

Jim Carr: I think I knew that.

Jason Zenger: One of the issues with this article is that even from the picture, the picture basically shows a textile, it looks like a sweatshop to be honest with you. When they talk about manufacturing, they're not just talking about like MakingChips and anything that's in the hard-

Jim Carr: Not the metal,

Jason Zenger: Not the metal working. Yeah. They're talking about auto manufacturing, which could be a bakery and it could be a sweatshop like they show here. But anyway, I think it's still a good-

Jim Carr: Representation.

Jason Zenger: ... representation. It says as of July, the LA region had 510,900 manufacturing workers according to the Bureau of Labor statistics. Producers in Chicago in the surrounding cities employ 408,100 workers. We're here in LA, we're from Chicago, number one and number two apparently. I think that sometimes these numbers can be skewed, so I'll also want to throw that out here, but it is interesting.

Jim Carr: Why are they putting the metal cutting industry in with bakers and textile workers? I don't get that.

Jason Zenger: Well, it's because the government's got to slice it up somehow and that's just the easiest way for them to do it. Anyway, yeah, it's great to be here. I knew that though. There is a huge manufacturing presence here in southern California and it's great to be here. It's great to be here at Haas today, which is the number one CNC machine tool manufacturer in our country right now producing, I don't know the statistics, maybe we can get that answer today, but at least 50% of the CNC machine tools that are made in this country are made here.

Jim Carr: It's a huge facility. Yeah.

Jason Zenger: Jim, I'd like to introduce our guests. We have on the show two guests actually. Our first guest is Mark Terryberry who is an application engineer for Haas automation and for the Metal Working Nation out there, you might know him as one of the celebrities of the Haas YouTube channel, which Jim has 151,000 subscribers and they average like 10,000 views per video and they even get like 100,000 views on some video. I know that you would love if you got as much face time in front of an audience as Mark does.

Jim Carr: Yeah. Well, of course. Yeah.

Jason Zenger: You want to be a celebrity, don't you?

Jim Carr: Well I am.

Jason Zenger: We brought a celebrity to you.

Jim Carr: Oh, thank you, thank you, thank you. I appreciate it.

Jason Zenger: And our second guest that's sitting here in our new studio here at Haas Automation is Brian O'Fallon. Brian is the video production manager here. He's also the answer man here at Haas Automation. Welcome to the show guys. Great to have you.

Bryan O'Fallon: Appreciate it.

Jason Zenger: I have a question for you, Mark. You've become a celebrity in the metal working industry. We're kind of a tight niche industry and it's not like we're making big movies that millions of people are watching, but you've got a bit of a celebrity.

Mark Terryberry: Sure, it's a small world.

Jason Zenger: In a small world, yeah. You're, you're a big fish in a little pond. What's the story behind that? I know you probably didn't think as an application engineer that you are going to have so many people watching your videos, so what's the story behind that?

Mark Terryberry: It's funny in that I'm really a small part of that story in that I got called in to help with the... Haas has been making videos forever, right? They just have. Back in 2013 they made a late soft job video that now has a million and a half views. They've been making videos for a very long time and they had me helped with a cooling video and I think it's the only video where I don't have a beard and they just have me shoot it. Then the next week they had me shoot something else. Then Bob Murray, the general manager here at Haas, he got us all together and sat us down and said, "We're going to do a series, we're going to call it Tip of the Day and yeah, we're going to start with you, let's do it." It was just like that.

Jason Zenger: Do you think that it... Because manufacturing is slow to get on the technological thing that it just, we got lucky because we started in this, we started this media frenzy at the beginning we were at the crust of it, right?

Mark Terryberry: Sure.

Jason Zenger: Don't you think that's part of it as well?

Mark Terryberry: Huge part. We were early adopters.

Jason Zenger: Early adopters, that's exactly-

Mark Terryberry: We're riding that swell and of course it's Haas Automation. Haas Automation, just with a number of machines that they sell day in and day out has built an audience. We have an advantage that no one else has. We have a lot of new operators that are hungry for information. You put those two things together and they're just eating it up. Everything we publish, you're getting a comment on saying, "Thank you for listening to us and for feeding us this information that we need. We need it to do our jobs."

Jason Zenger: So you didn't have to audition for this role or anything like that?

Mark Terryberry: Not that I know of [crosstalk 00:13:01].

Jason Zenger: You stepped in.

Mark Terryberry: Yeah. They had me do something and they were already having a series on that, so that might've been their interview process.

Bryan O'Fallon: Let's face it. When you get in front of the camera, things change, right? You can be the greatest speaker in the world and comfortable and as soon as that light turns on, people freeze up.

Mark Terryberry: Right. Yes, you do.

Bryan O'Fallon: We've tried it. We've tried a bunch of people that we thought, "Oh, they're going to be great on camera." Mark has a knack for it. Mark knows the technical part of it, but he also has a knack for being on camera.

Jason Zenger: Sure, sure.

Jim Carr: That's great.

Jason Zenger: Mark, everyone here has a story, right? Everyone's got a story. Tell us your early manufacturing story. How did you get into the industry? First of all, not everybody knows manufacturing. We always say when we're in a group of people and we start talking about manufacturing, the people that are so disengaged with this industry, their eyes start to glaze over or they have no idea what you're talking about.

Jim Carr: It's boring.

Jason Zenger: It's boring, right? Just like we branded the boring bar, which is our weekly newsletter. But tell us about you. Tell us how you got into this because everyone's got a unique story about how they started in the industry.

Mark Terryberry: Oh, yeah, for sure. We gave our presentation at an H-tech school, right, so at Haas Technical Center. Whenever I've given one of those presentations, I'll show slide after slide after slide of all the parts that I've machine as a machinist. I started out my presentation that way saying the reason I'm showing you to this is because no one else cares. When you find yourself in a room like this with people who actually know manufacturing and machining, it's just exciting because no one's ever asked me that question right before my entire life. How'd you start a machine? That's not a common question. So it's exciting to be in this room right now with you guys because you guys get-

Jason Zenger: Tell us that.

Jim Carr: You were a machinist for how many years before you came to Haas?

Mark Terryberry: I was going to school and I was going to school for engineering. It was one of my first engineering classes and the guy said, "What are you doing now?" I said, "I'm running a service at a pay phone company." This is dating me a little bit. He says, "If you want to become an engineer, go someplace where they make something where they've got other engineers, where they've got something cool going on." I quit my job that day. I was making 15 bucks an hour. I was rich right back early nineties. I took a job at a machine shop just because they had engineers there, they had some machinists and I just... It was the coolest thing ever. These machines were just amazing. These giant robots and you tell them what to do. After the second night they printed out the code for me.

Mark Terryberry: I was machining at an aluminum skateboard deck for some company. I did that, by the end of the first week, I was engraving my name. One thing led to another and I became a CNC programmer, operations manager and did that at that shop for six or seven years. I just loved it. I never left. I'm like, "This is the neatest, coolest job in the world." That's how I started. It was just this fluke that brought me to something I just can't get away from it because it's just so interesting.

Jason Zenger: Brian, what's your manufacturing story?

Bryan O'Fallon: My Dad was a... He's retired now, but mechanical engineer. I grew up with a drafting table in the house.

Jim Carr: I know what those are.

Jason Zenger: Wow.

Jim Carr: I actually do, believe it or not.

Bryan O'Fallon: I would play on that. He showed me how to do some basic drafting and I just gravitated toward it. It was what I knew. My dad would take me... He worked at a big aerospace company, so he took me, there was always a, what like a father Sunday. He took me in there and it was rows and rows and rows of these drafting tables. I thought, "Well God, I don't want to do that. That looks horrible." By the time I got to school, we graduated to CAD and so I was really drawn to that.

Bryan O'Fallon: Found myself a job at a company that was in the racing industry. I was doing design, but I also had an R&D machine shop right next door and I would design things and I'll never forget it. It was this older Romanian guy. He would come through the door and... I'm not going to try to do the accent. Say, "Brian, how am I supposed to make this? Come here." He would take me out in the shop and... "What you just drew, I can't make and let me show you why." That's how I became familiar with [crosstalk 00:16:55].

Jason Zenger: Oh, so that's when your DFM started. Yeah. Got you. Got you. Let's go back to the YouTube channel. The videos that you guys make. Tell us about the strategy behind that. Did you guys know it was going to be so big? Did you know that it was going to be such a big part of the marketing that Haas does? Tell us a little bit about the strategy. The behind the scenes.

Bryan O'Fallon: As mark alluded to earlier, before we were involved with the video team, there were a couple, one of them was how to cut soft jaws, and it now has over a million views, but even at that time it had five, 600,000 views, which for this industry is just unbelievable.

Jim Carr: That's huge.

Bryan O'Fallon: We had a couple more like that and Bob Murray, our general manager, who Mark referenced earlier, said, "You know what? There is no place for somebody in this industry to go to get information." Yeah, we've got manuals and there's a few things hit and miss online, but we want to be the company that gives our customers everything they need, whether it's programming, service, how to repair your machine. Bob was really the vision behind do in all these.

Jason Zenger: Did you think at the time that, well, there's a new generation coming up that doesn't want to read a manual. They want to watch a video. Did that thought or was that-

Jim Carr: Who wants all those binders?

Bryan O'Fallon: That was at the forefront. Yeah, it was absolutely... In that first meeting, we were talking about this, right? We sat down and Bob's sitting down there. It'd be great to have Bob side of the story, but as we remember it, he was talking about his son playing video games and he would say, "Look, my son doesn't read a manual on how to play the video game. He watches a youtube video that says, go on the desert, you'll find refrigerator-

Jim Carr: There was [crosstalk 00:18:27] moment.

Bryan O'Fallon: Yeah. He opens up a refrigerator. You go inside, you find all the goodies, and so that's what his son does. He saw his son watching hour after hour of YouTube videos and you were talking about his truck. He was looking for something-

Mark Terryberry: He had a flat tire. I don't remember where his truck was. He pulls over the side of the road and he... "Where's the spare tire?"

Jim Carr: You pull up a manual, God, no.

Mark Terryberry: He pulls his phone up and googles it. Where's the spare tire in my Ford, whatever.

Jim Carr: Well, F-150 or something.

Mark Terryberry: There's a video of YouTube comes up.

Jason Zenger: That's actually very similar to our story in that when we came up with MakingChips, there was this void like Manufacturing Leaders, the CEOs didn't have a... I listen to podcasts all the time. So I would listen when I would exercise, when I'd be driving and I just knew that the manufacturing industry didn't have a podcast out there to listen to. So I was like, "We got to do it."

Mark Terryberry: We have resource that they could go to-

Jason Zenger: Just information.

Mark Terryberry: They're struggling because we modeled it after a smaller shop. That leader of that company wore so many hats all day long. One day he's doing sales and marketing, the next day he might be on the shop floor. The next day he might be ordering tooling. The next day he's doing something. We wanted to come up with a resource for that target individual.

Jason Zenger: It's kind of funny. I talked to the CEO of a manufacturing company and he actually credits he... It's funny the way he says it, he was like, "You and Jim helped me to lose 30 pounds."

Jim Carr: Yes.

Jason Zenger: I was like, what? Yeah. He was like, "Yeah, I listen to you guys every time I go to the gym and get really into it."

Jim Carr: Obviously this video series has been wildly successful and you push them out to the internet regularly. Is that a weekly basis? Daily? How often do they go out?

Bryan O'Fallon: Videos in general, we average four to five a week, somewhere in that range. They're not all Tip of the Day.

Jim Carr: How long are they?

Bryan O'Fallon: It depends. If it's product video, if we want to promote a new product, like this APL that we're sitting in front of, for example, we try to keep them in around the two minute range. If it's a service topic, it's however long it needs to be. I mean if you've got to fix something on your machine, it might take six minutes, it might take 12 minutes. We know from looking at analytics that people don't like to watch things for very long. You look at the numbers, and they start trailing off-

Jim Carr: What's the sweet stuff?

Bryan O'Fallon: Four minutes I'd say, but it depends on the topic. Mark kind of goes against that in that his tend to be longer, but he retains his audience.

Jim Carr: Obviously you've learned over the years of doing these that there are some challenges. Would you like to share with us what some of those roadblocks you've overcome over the years that you learn from your mistakes? Anything that you learned immediately what was right and what was wrong to do or isn't there a right and wrong?

Mark Terryberry: There is, yeah.

Bryan O'Fallon: What I struggle with is how much production value do we put into them. It's interesting-

Jason Zenger: There's a lot of different views on that.

Bryan O'Fallon: There's a lot of different views.

Mark Terryberry: There's a lot of different views on that.

Bryan O'Fallon: We don't want to make them too polished, right? They don't need to be too produced. But at the same time, I think it's subconscious. People are watching them and if they look good and they sound good and they're lit good, they're going to watch more. They don't know why. It just looks good. But like I said, at the same time, we don't want to be too polished because we know who we are. We're in a machine shop. We're just a bunch of regular guys. I mean Mark's a machinist, us other guys on camera are engineers or service guys, so we want it to look real.

Mark Terryberry: You [crosstalk 00:21:40] your audience?

Jason Zenger: Yeah. You want to have just normal talk. I've seen those youtube videos out there where they literally cut it like every 10 seconds and it's annoying. What other challenges?

Bryan O'Fallon: Another thing for me is, what's that saying? If you build it, they will come? Well, if you make it, they won't necessarily watch it, right? We've got this YouTube channel... Service videos are a prime example. You're not going to watch a service video unless you have the problem that that video addresses. We've got this massive library of videos on our youtube channel. How do you get customers to find that video when they need it? We're solving that to an extent with our website. We're taking the YouTube videos, putting them on the website. We've got a nice search feature on there, but it's still a problem. We get people that call or write all the time say, "Hey, you guys should make a video on x." We've got it.

Jason Zenger: One of the things that I notice, and this will be part of the next question that I ask you, but you've gotten outside of the machine itself a little bit and that seems to be some of your biggest views. Like my company, we sell tooling and one of your highest watched videos is how to choose a drill like, I should be making that video, you know what I mean? But it's one of your videos and it's one of the biggest watched videos.

Mark Terryberry: That's consideration.

Jason Zenger: What was your thought behind that?

Mark Terryberry: We had to, because you didn't make the video.

Jason Zenger: There you go, you got me, yeah there you go. Yeah, no, that intrigues me. Why did you decide to do, how to choose a drill?

Mark Terryberry: Because that's what people need to know. When we talk about our-

Jason Zenger: I mean, it's related.

Mark Terryberry: ... successes and our failures, we make videos on everything. We make videos on showing people how to use their probing system to automate. It will automatically adjust your tool offset, keep running. That's a good video that everybody should watch that wants to make money with their machine tool. 25,000 views or 50,000 views, whatever. It's got a lot of views, but it's not breaking any records. We make videos on how to set up a vise. Hundreds of thousands of views, because maybe the shop foreman doesn't have time to show their guy. Now the tooling ones are interesting because I think maybe you can't get all the tooling guys in one room and talk about a subject comprehensively.

Jason Zenger: You guys are more agnostic.

Mark Terryberry: We're more agnostic, so we did one untapped and it went off. We just shot one last week on tool holders, which is a very difficult topic because there's a dozen manufacturers out there that all have a different slant on the-

Jason Zenger: In the perspective.

Mark Terryberry: ... processes and we just have to get by that and say, "Look, the customer wants to know this." Some of our most basic videos on those types of subjects are simply what the machinist in front of the machine needs to know and because that's what they need to know. Those become the most popular videos.

Bryan O'Fallon: And we review the comments. I literally come in every day and I look at the comments and we listened to our viewers. "Hey, do a video on this." We get a lot of wild ones.

Jason Zenger: They're giving you insight into what to do next?

Bryan O'Fallon: Definitely.

Jason Zenger: What's the wildest requests for a video that you've gotten?

Mark Terryberry: I'm afraid to hear.

Jason Zenger: No. I mean like a legit request.

Mark Terryberry: I can't think of any off the top my head, but usually what we get is something very specific. It's a guy that's having a very specific problem and they'll say, "Mark, can you do a video on ..." And you know it's what that guy is dealing with right at that moment.

Jason Zenger: Right, right, right, right. You guys have series. You've got The Tip of the Day and then you've got some other... What are the different series that you have on the house channel? Have you added to those series over time? What's the strategy behind that?

Bryan O'Fallon: We have. Yeah, we've obviously got Tip of the Day, which is the main series or the biggest, the most popular series, I guess. We have a series on service, a series on maintenance. We've got what we call an App's minute. It's not literally a minute. We try to keep them a minute, but it's a short applications related topic. Maybe about something you didn't know in the control. "Hey, did you know the Haas control can do this? And if you go to this menu, you can do this." Short series like that. We've got a Coolant series. We've got a probing series, we've got a, what we call Don't Fear Five Axis.

Jason Zenger: That's good.

Bryan O'Fallon: Yes.

Jason Zenger: I love it.

Bryan O'Fallon: We have so many topics. We could make five videos a day if we had the manpower to do it.

Jason Zenger: You know what you don't have?

Bryan O'Fallon: What's that?

Jason Zenger: Maybe you could collaborate with Jim and I on this is, you don't have a series directed to the CEO on the stuff outside of the shop. There's an idea for you, think about that one. Maybe you bring it back to your team and Jim and would be happy to [crosstalk 00:25:55]. Appreciate it.

Jim Carr: Obviously you guys have made thousands of videos and getting a lot of response. What would you say has been your most successful video? By the way, I really like what I'm hearing. I think it's really impactful what you're doing because I know the millennials nowadays, that's how they search for things. They have a problem, they're running a Haas, they know the brand extremely well. They trust you, which that's the huge thing, is in trust. But which of the videos have been the most successful?

Bryan O'Fallon: There was a Coolant series videos that Andrew Harnett and Frank Sierra Gosa made years ago and it was just fantastic showing people how to watch their coolant and that seems like a small thing. But, so I'm an applications engineer. So for years I'd answer the phone and I've been put on the plane to go talk to people about their taps breaking on the stainless around their SD20 lave. Then I leave them with my refractometer because I show up and they're running 3% coolant concentration and they don't know that's why they're breaking their tools. Using the coolant properly, is just a huge part of you run the machine?

Bryan O'Fallon: We have the lave soft jaw cutting video because that's a confusing thing for new machinists. Lots of views and that crosses all platforms no matter what machine you're running. More recently, a few months ago we posted a video on taps, just a tap. What's the difference between the taps-

Mark Terryberry: Spiral points, spiral flutes.

Bryan O'Fallon: Yeah. It's got 850,000 views in a few months and nearly a thousand comments. The comments are revealing, I think help us choose directions where to go next. One of my favorite comments was, "Hey, I've been doing this for years and years and you taught me more in these few minutes about taps than any foreman that I've ever worked for." That one comment [crosstalk 00:27:37] because-

Jason Zenger: Yeah, that's amazing. That makes you feel good that you're doing something that's contributing.

Bryan O'Fallon: But it also shows what's going on with the industry and where this big vacuum is with the training and now we're not... We lost a generation during the late nineties where we made this jump to CNCs. The guys weren't training next generation, we just wanted you to stand in front of machine and pushed the button. Then when we wanted to grow we couldn't use you to set up or program the machine because all you knew how to do is push the button. Things have really changed in the last few years where where the apprenticeship type attitude has really come back into the industry and we're just lucky to be a part of that where we might not be your foreman, but we have so much experience with our own machine shop that we can pull from that we're trying to drip feed all this information to machinists everywhere to help speed up that learning curve for them, make their lives easier.

Jason Zenger: That actually takes me to the next question. You mentioned that the comments give you ideas for new episodes, where else do you get ideas from? How do you organize that? Do you guys have this list of a thousand topics that you're constantly refining and prioritizing and stuff like that? How does that work?

Bryan O'Fallon: We sell spreadsheet where they're always moving around? Any number of things can bring a subject to the top. It could be an experience that we've had with a customer. It could be a YouTube comment. It could be something we talked to a customer about at a trade show or maybe throughout, like say IMTS for example. Over the course of a few days, I keep hearing the same thing or Mark keeps hearing the same thing.

Mark Terryberry: Yeah, we don't make just the big videos. In other words, we make a lot of the little videos on silly topics that might seem silly and they might only get 10,000 views, but some of those topics end up on the list because we're speaking directly to a concern that we've gotten through phone calls or emails. We might answer the phone in the applications department or applications engineers that we have all over the world at these HFOs, these Haas factory outlets. These guys get these questions all the time, so we might make a video that just addresses them and that particular issue directly. We know it's not going to make us a million bucks. It's not even good advertising necessarily, but it's answering a real question for the customer.

Bryan O'Fallon: We had a couple of service managers from our HFOs, called me, emailed me, said, "Hey, we have a ton of customers that don't understand how much air they need to run their machines." They buy a little compressor, they'll get their first machine, everything's fine. Then they'll get their second machine, maybe the third machine-

Mark Terryberry: I was still running that and the air compressor doesn't keep up with the demand.

Bryan O'Fallon: Well, so they'll tell them, "Hey, you don't have enough volume." The customer's like, "What do you mean? I've got a a hundred PSI." They didn't understand the difference between volume and pressure. We made a video that explained that entire thing.

Jason Zenger: Do you think that that tells you something about your listeners or is there another way that you... or your audience or is there another way that you've gotten to know in mass who your audience is? Is it somebody that's like more of entrepreneurs starting up their shop? Somebody like a newbie in the industry as opposed to like a foreman that may not make that same mistake?

Mark Terryberry: Scott knows this and you've mentioned it as well. I'm going to mess up the numbers, so don't quote me. But half of the Haas shops out there might have three machines or less. Then we've got other shops that have 150 machines. When you're talking about the C-suite, right? The CFO, the CEO type guys. In a lot of our Haas shops, those are the same guys that are programming the machines. We have the same audience. We're getting this feedback from all directions on which way to go.

Jason Zenger: This word may not have popped into your head or into your marketing people's head, but there's a term for what you're doing, so it's called content marketing. You're [crosstalk 00:31:06]. You're creating content which people are searching for and then it's pulling them into your brand and they're saying, "Wow, those guys at Haas are smart. I really want to be partnered up with Mark and Brian." Then they find out more about you and it's like marketing that pulls people in as opposed to pushing advertising on them. Is that the modern way to do marketing? Is that the most effective way to really build an audience and get your brand out there?

Mark Terryberry: Yeah, we're giving free good information that people can use. We don't think of it as marketing.

Jason Zenger: It is though.

Mark Terryberry: It is. But that's not [crosstalk 00:31:47]

Jason Zenger: You're building an audience.

Mark Terryberry: Yeah. You're building an audience with-

Jason Zenger: You're providing value.

Mark Terryberry: ... free content.

Bryan O'Fallon: The biggest thing in why somebody like Mark being on camera, Andrew Harnett who does a lot of our technical videos is now the audience trust this. They trust Mark.

Jason Zenger: Boom. There you go.

Bryan O'Fallon: They know what information he's giving is good. If Andrew's doing a video on how to fix something on your machine, they're like, "I know Andrew's given me the confirmation.

Mark Terryberry: Then we're separate. We have a marketing department because they know how to run the cameras and they know how to run Photoshop and Adobe premiere, but a lot of our backgrounds, engineer Andrew, manufacturing engineer, me I've ran machine shops and did engine blocks and whatever, that kind of stuff. We're real machinists who have a real empathy for the customer. The same thing, I was blown away by Scott Gasich, our manager here.

Jason Zenger: We should bring him in actually.

Mark Terryberry: Yeah, he's run machine shops before. When I sat down with Bob Murray and they talked about this concept for the Tip of the Day videos and others, I was a little naive, I didn't know that he's a machinist, he's run machines before. These guys, they know exactly the pain it is for machinists on a Saturday night to curse at their machines saying, "Why don't you do what I want you to do?" There's a steep empathy all the way through the food chain here at Haas. When we're creating the information, yes we're hoping for a backend for some marketing bumps, but at least when it started I'm like, "Do I have to put on product placement in my videos?" They're like, "No, this is not what this is about."

Jason Zenger: I think you hit the nail on the head when you said trust. I mean that is just huge nowadays, is like you have to establish that trust and people want to deal with people that they trust. It's in every relationship that you have from your marriage to who you buy your machine tool from. Brian, thanks for coming in. I know you have a meeting that you have to go to right away. You had a hard stop at this time, but we appreciate the insight. Keep giving us that solid good resource that we can use in my shop every day. I know that the millennials in my shop use it as a great resource. Thank you for being with us and thank you for being on MakingChips.

Jason Zenger: Jim how's recording going? I've seen some more gray hairs over there?

Jim Carr: It's funny because John has been doing a really good job about bringing in new clients, but you know what's great, sometimes when I get stuck on coding a job and I think, "Man, is that part really the right price for what I'm going to send to it?"

Jason Zenger: Or you just want to validate yourself?

Jim Carr: I go to xometry.com and I have them quote the job through their online portal, real quick, 24 hours a day. They can give me a good insight is to see if I'm close with my pricing.

Jason Zenger: Metal Working Nation, why don't you try it @xometry.com, x-o-m-e-t-r-y.com.

Jim Carr: I'd like to introduce Scott Gasich. Jason was correct. Scott is no stranger to MakingChips. We first met Scott back in 2016, in September 2016, McCormick place Chicago.

Jason Zenger: That was when they had us in the basement of IMTS.

Jim Carr: We graduated.

Jason Zenger: Then we graduated to the main stage.

Jim Carr: Yes. Which is awesome. But if you want to hear Scott's interview back from IMTS 2016 you can go to makingchips.com/89.

Jason Zenger: Yeah, it's called the Culture of How to.

Jim Carr: it is. Scott, welcome to MakingChips once again. It's good to see you here today and thank you for having us in the showroom. We were just talking to these two video entrepreneurs that who just really-

Jason Zenger: Celebrities, is video celebrities.

Jim Carr: Yeah, these video celebrities of Haas Automation, who really what I'm seeing is they took a chance. They had an idea, they took a chance and it blossomed to what it is today. Once we've decided we determine how successful this was... Your the director of sales and marketing. How has the shift from traditional marketing shifted into this new video content marketing? Can you elaborate a little bit on that?

Jason Zenger: Because I mean Gene Haas is no stranger to traditional like push advertising with the race cars, having Haas on them and stuff like that. People make fun of race car advertising. He's like a NASCAR, it's like a term. You guys understand that and you have the content marketing going on.

Scott Gasich: First to put it in context is what's the industry we're in? An industry and has machine tools and it's still... Man, guys walking around, this catalog jockeys. Showing up with paper things that they want to talk about and let me show you the machine or we'll go see a guy and it's old school and it's always been that way and it still is outside of what we do.

Jason Zenger: We're a group that's hard to change.

Scott Gasich: It's true. But as consumers of what we are besides consuming machine tools like you guys do, you consume media, you consume food, you consume cars and all these other things. The way that you go and research all of those things is different than how you do machine tools. You're going to Amazon, you're going to reviews, you're going to YouTube. Brian's story about Bob looking for the jack in his car. That's how everybody looks for things. My mom is looking on things on YouTube of, "How do I do this?" Oh Shit. Oh God. Quick tangent because I'm full of them. Get her set up with a Roku TV and she saw, "Oh I have youtube on there?" "Yeah." Go see her the next day, she's like, "God I was up for eight hours watching [inaudible 00:37:04] racing videos on YouTube." Everybody falls into that role because it's self service because you can take care of your needs. You don't have to wait for what's being brought to you.

Scott Gasich: Well, why do we sell and market machines like we would want to be sold and marketed to or how we'd like to consume it. That's why we're very much focused on provide everybody everything they need from the price, which we've been doing for almost 30 years now to all of the layout drawings, the technical drawings, the how to guides, the solid models. I mean all of that is available on our website and that's what we spend a lot of time about, is making that content that you know people would want.

Jason Zenger: Have you seen a shift in resources in where you're spending your money? Are you pushing more of the resources towards video and then taking it away from say print advertising?

Scott Gasich: Oh yeah, 100%.

Jason Zenger: Totally.

Scott Gasich: Absolutely. We still do print, but now when we do print it's always okay, but this is good. I just got to stack a four page brochures for all of our product because while we do talk about wanting tradition, the new everybody goes with again with the Amazon model, the research, you still having something-

Jim Carr: You have to put something in their hand. People want to touch it.

Scott Gasich: We do that printed material, but then it's all online as well, so you can download the PDF. It's not behind any type of registration wall or anything like that.

Jim Carr: You don't have to give your email address.

Scott Gasich: No, not at all. But to your question, are we moving resources around? 100%. Three years ago the video department was one dude, Frank who's off camera there and basically a haphazard, "Hey, let's go make a video. Let's go try something different." Now we've got five full time video editors. We've got a full time script supervisor. We're always pulling in engineers around here to help out, our service department make some of their own videos. We've got how many guys out in the shop floor making videos now? Probably close to 10 just for our own internal use.

Jim Carr: No kidding.

Scott Gasich: Like when it's, "Hey, how do you put together linear guides ball screws?"

Jason Zenger: We use it as an internal resource?

Scott Gasich: Absolutely.

Jason Zenger: And have training. Yeah.

Scott Gasich: Absolutely and we help those guys with... They get the hand me downs of cameras, but they also get all the support on, "Hey, here's how you should shoot this video. Here's how you can streamline your process." We've got videos... The joke around here now is if there's something that goes wrong, we'll watch the video we're going to make to solve it.

Jason Zenger: Awesome.

Scott Gasich: To future proof it. That's the right way to go because that's how people like to consume and you can just tell such a better story. We've had a very, very large shift into what we do. We've spent huge amounts of dollars on our website platform, on our business system integration here. That is a huge piece of what we do. I'd say it's absolutely flipped the script on what we used to do in print and even trade show budgets.

Jason Zenger: Years ago, how soon has that shift changed? Has it gone from like zero to a hundred miles an hour in one year, two year, three year? When did you see the fastest shift from print to digital? Was it last year or?

Scott Gasich: No, call it a hundred to zero, four years ago. When we basically said no more print. I mean we literally canceled every... We didn't renew any of the magazine advertising contracts we had.

Jason Zenger: That's what I want to hear.

Scott Gasich: We literally just cold turkey. That was because it's... As with anything, when you need to make a seismic shift, you've got to have a full measure, no half measures. We just stopped it all the way and that was the only way to get us to now, how do we think differently? How do we do it differently?

Jason Zenger: Our own MakingChips marketing agency, we're that same way. We're just digital. We don't do any kind of print advertising or anything like... Because you got to be committed.

Scott Gasich: It's insane. For the $3,000 we could spend to run an ad and a trade publication. One time, limited, narrow scope. I'm now fighting with all the other 80 advertisers in there or with $3,000 on just Facebook advertising and promoting some of our videos, we can reach a million people.

Jason Zenger: You don't know whether that magazine is actually being read, A and you don't know whether anybody's looking at your advertisement within that magazine.

Scott Gasich: Absolutely.

Jason Zenger: Yes, it's going out to thousands of subscribers. Where's it going?

Scott Gasich: It's only thousands. We have [crosstalk 00:41:10]

Jason Zenger: Yeah, you would know exactly how many of you are commenting and watching and everything like that.

Scott Gasich: One thing I'm proud of that we do is that we do pay attention to how videos are performing, the different types of ads that we run digitally, the different assets that we create and put on the website so that we find out what works better in specific markets. We meet every quarter. We go over that and do more of what works well, what doesn't work well, try to make it better or just scrap it.

Jim Carr: Guys, the mission for MakingChips is to equip and inspire manufacturing leaders across the country. Obviously you've been hugely successful in branding yourself as a video company for resources. What kind of tips can you give a manufacturing leader out there? That small shop in the middle of Oklahoma, how can they start using video in their own shops to make an impact in their sales and marketing of their own companies?

Scott Gasich: Follow your gut.

Jim Carr: Follow your gut.

Scott Gasich: You know your products.

Jim Carr: Take a chance.

Scott Gasich: Yeah, but it's take a chance relative to what's been done traditionally. But when you look back on it, you'd go, "Well that's just obvious because that's how I would have wanted to consume that information. That's how I would've wanted to have it presented to me." That's the deal. That's the great empowerment of the internet.

Jim Carr: Seems obvious now when you say it like that.

Scott Gasich: It really does. That's what I would tell. Bet on yourself, you know your product, if you're trying to promote either your services or your product, speak to that. I think also having... Don't try to have a shtick, don't try to make something you're not, just go with who you are, be colloquial about it. When you speak with passion and truth, it comes across so much better. [crosstalk 00:42:43] alluded to, we've tried a number of different people online. Mark what he is on cameras is what he is off camera. It's genuine, it's easy to talk to. We get some people, you put them up there and oh my God, you could watch him reading the teleprompter and you can tell that it's not-

Jim Carr: It's not easy.

Scott Gasich: No it's not. I will say another thing is, do invest in production value. Invest in good equipment. When we first started doing these, one of the first-

Jim Carr: You're saying for those dead guy that would go out and spend 10 grand on a video camera or what?

Scott Gasich: No.

Jim Carr: He can use his iPhone at the beginning?

Mark Terryberry: I would use your iPhone but invest in some decent lighting. Some of our first videos you could not hear them and they were just awful. We made those changes quickly and it's helped because it was actually impeding the message. You couldn't say what you wanted to say because it wasn't coming across. You literally could not hear.

Scott Gasich: Definitely have an idea of what you're going to say. Have a script. There's very few people that can actually wing it and it comes across [crosstalk 00:43:34]-

Jim Carr: Jason thinks he can't.

Scott Gasich: ... hours editing. Well, I used to be that guy and I thought, "Oh, we can just wing it." We did a couple of it that way, but as you try to get better and better at it and frankly to speed up the production process for the editing guys, having a script that they can refer back to where you as the onscreen tell enough to sit next to them and say, "No, no, I meant to say this, but I should've said that. Can you put the ..." Just have a script that they can work from [crosstalk 00:43:56]

Mark Terryberry: Yeah, that conversation-

Scott Gasich: ... story board it.

Mark Terryberry: Two years ago, a year ago, we were like, "Mark, you going to have a script." A lot of the first ones that we had were five bullet points on a sheet of paper and we started talking and it was wonderful and I had a great time.

Jim Carr: And you can convey the message.

Mark Terryberry: The message was there and the editors spent three weeks.

Scott Gasich: Yeah. Hey Frank, how was that editing some of those first ones?

Frank: It was a little bit rocky.

Mark Terryberry: Well, don't say anything because the last one's pretty rocky too. But we've got to have the script. We only have a limited amount of resources. Right. If I'm told to write a script, we write the script, we shoot it, we're done. Because the script is written now you can get out three videos instead of one. It's just an opportunity costing.

Jason Zenger: I want to rehash the conversation that we had about dumb stuff off camera. Because I think the Metal Working Nation, especially for those people that have seen you, I want them to get a taste of some of the stuff that happens behind the scenes that they probably have no clue about. First of all, let's talk about the comments. You guys do filter your comments, you read your comments all the time. We talked about that. You do have to delete some comments every once in a while. You guys do allow negative comments on your videos so you're not out there like trying to purge the brand in saying we can only talk positively about Haas.

Scott Gasich: No, because we're the first ones to admit when we screw up. I think that really speaks to the hallmark of who we are.

Jason Zenger: Hard to be humble.

Scott Gasich: It is. This is a hard business man. Manufacturing is tough. You've got competition everywhere and we feel that the more honest you are and just stand up with, "Oh, screwed that up. That was wrong." Just have people understand that making a better product is cyclical in nature. Nobody gets it right the first time.

Jason Zenger: What are the comments that you do have to delete?

Scott Gasich: Oh, I can't put them on here.

Jason Zenger: You can't say them.

Scott Gasich: You get some guys that are just knuckleheads. You'll get the Haas haters. There's no doubt about that. You just tell there's people, "Oh, I just don't like Haas. Everything they do, I'm going to crap on."

Mark Terryberry: We leave a lot of those up because that's part of the conversation.

Jim Carr: You can't like everybody, right?

Mark Terryberry: Yeah.

Scott Gasich: Quite frankly, the Haas army comes to our defense.

Jason Zenger: Oh, the Haas nation?

Scott Gasich: Yeah. There's people that recognize us for what we are. We are a high performance, high value machine tool guys. We're also guys that want to help you be better at what you do. And that's legitimate. That's not a means to an end, it's simply we like manufacturing, we like making stuff. We want to help people make stuff better. Mark's got that passion. You referenced a lot of the school stuff that you do, that giving it back, training the next generation. Have you guys talked about the operator certification?

Mark Terryberry: No. We got to. In fact, this will be a debut for this. This is a big deal.

Scott Gasich: What is it?

Mark Terryberry: When we started the videos, we're trying to help the Haas customers. You've said it a million times. I've heard it said that if we could sell an operator, we all know about the skills gap, we know about operator shortages and it's just gone from bad to worse. If we could sell an operator with every machine, we double our sales. That's the same across the board in manufacturing. We've done tips of the day type stuff for training and there's a segment for that, but there's also other opportunities out there for maybe a more focused certification, not necessarily the community college or a trade school, something different, something that you can do in your spare time. That's what this-

Scott Gasich: That's what this operator certification is. We have 18 videos that we've put together. I think we used one of your old Tip of the Day, is I think you made a new one.

Mark Terryberry: A [lumber caster 00:47:10]

Scott Gasich: We used a video from, I forget some other industry, but it's basically... This is the training series that you would give somebody. In fact, we're giving it here at our factory for a basic mill operator.

Mark Terryberry: Somebody who is completely green, who has no-

Scott Gasich: Yeah. Completely green. You've got to know righty tighty, lefty loosey. You still got to have a head on your shoulders. We're not worried about life skills but we see a couple avenues. There's definitely the, "Hey, I want to get into manufacturing." Maybe I work, maybe it's your guys' business, maybe the guy who's driving the delivery trucks like me. I want to run the machine." Put him in front of this video series. There's testing after every chapter and then when you're done with the online testing, you make arrangements to the local Haas factory outlet and do an in-person practical test.

Scott Gasich: Now as a machine operator, you're not changing work offsets, you're not changing tool offsets, but your loading and unloading parts. You're looking for sounds that are funny. You're looking for basic machine maintenance. Do I have enough coolant? Is the air turned on? All these things that you need to get to somebody so they can at least push your buttons, load and unload parts and be safe. That's the first of what we see this probably is an end up being, I don't know, six, seven, eight different certifications from basic mill operator. Basically the operator advanced, operator middle advanced, operator lave to set up and maybe even some programming. But that was the gap that we noticed is, you can go to some of these great two year programs or even one year, but that's one year. I mean that's a lot of time that you're committing and there's isn't this basics of somebody wants to get into the industry or a student that wants to just learn how to basically operate the machine. This will cover that.

Jason Zenger: Somebody, they have to have a machine in front of them, how long will it take for them to go from this training period to actually being able to get a job in the manufacturing industry?

Scott Gasich: See that one big variable there is the person. Let's assume that somebody has got-

Jason Zenger: Let's assume, yeah.

Scott Gasich: ... a head on their shoulders. We had somebody complete all the training in eight hours and went and took the test and passed it. A lot of it depends on your attitude and if you've seen the machines before, but what we really tried to focus on is what's the stuff you need to know? Basics of measuring tools, blueprint reading. One of the things that I know I was adamant about in the video series is, have a little section when there's an issue that it's "Hey, raise your hand for your supervisor." Teaching them when to raise their hand. Having run our machine shop, that's part of the biggest problem is making sure people know when to ask a question.

Scott Gasich: No, no, don't make a decision to just that offset. That's not what I want you to doing. But when do they come to those positions when those decisions need to be made and that's what we tried to pass along as this very practical, "This is how I would train somebody for our shop." Mark had input on machine shop management, a couple other people, so it was very practical of what's the stuff you want to teach somebody to go into your shop floor and know that you could at least walk away and they're not going to hurt themselves, they're not going to damage the machine, they're going to be productive.

Mark Terryberry: And, or they ignore the parts, damaged the part. When to know if you see aluminum galling up on the tap when to hit the pause button and raise your hand to your supervisor and say, "Hey, I've got a problem." Because that tap's going to go to that next hole and it's gotten aluminum just galled up in the flutes and it's going to ruin the next 20 different holes it's going to try and tap.

Jim Carr: What do you see in the next one to three years with this content video marketing? We know where you've came from, we know where we're at today, but what is the next one to three years look like? Are you going to be investing more in it or is there another platform that is lucrative that you're hedging on or what?

Scott Gasich: Definitely more videos. When you ask Brian the question, what's one of our biggest challenges? We can't make videos fast enough. That's a big problem. When you speak platform, I think there's something for AR, for Augmented Reality, particularly on the service side. I think that's a big one. We've played around with a couple of things, but it will never be howAR is pitched of this completely virtual world where you could work inside because there's too much effort and not enough return. But I think there's some, our version of that, which is simple to the point, takes care of 80% of the problems where if you can at least walk somebody through, particularly service guys of machine realignment and with augmented reality where if you're talking to teach somebody how to realign a lave with augmented reality, you could overlay it on top of the lave and be able to exaggerate for effect. "This spindle is pointing up. You need to correct that by working here and here." That's why I think augmented reality would have a huge impact.

Jason Zenger: Well you mentioned that before Mark when we were talking is that you flown out somewhere where somebody said, I've got a problem with my machine and you literally fixed it in like 10 minutes. I mean maybe 10 years you ship every Haas machine with a pair of augmented reality goggles and that's just prudent routine. [crosstalk 00:51:51].

Scott Gasich: Oh,it's what we're doing today?

Mark Terryberry: Because it has the gap and the skills. We need to do that more often.

Scott Gasich: Agreed. We're doing some of that today. Right now all the machines we ship out, they ship out with about 80 alarm videos on them. You have an alarm on your machine, a video pops up and says-

Jason Zenger: Right here on the control?

Scott Gasich: Yeah, really. This is what caused your alarm, this how you clear alarm, here's how you prevent your alarm. That's just the step. In fact, we've had to Duke it out with our software guys to make sure we've got enough space in there for the gigabytes of videos, really, because that's reality of what you need.

Mark Terryberry: We really don't want the employee to be on his phone during the day to search for [crosstalk 00:52:28].

Scott Gasich: No. As an employer, you definitely don't.

Mark Terryberry: No, having it here is a much better option because he's going to be distracted if he's on his phone looking for a resource to answer his problems.

Scott Gasich: That's what we've started investing in just in the control. All our controls come with an... It's gonna sound like a sales pitch, but they all come with WiFi, ethernet connections are standard, the ability to play video to play or to display images and PDFs in the control, in the CNC program. Our Haas connect application where you can get remote notifications, but it's all built into the machine. We're not trying to make it another revenue stream on having connectivity with the machine. We'll make the revenue sell on the machine and the way we get people to buy the machines is have a good quality machine tool that performs really, really well and is easy to live with every day.

Jason Zenger: Sounds like an easy business model, right?

Scott Gasich: It is. There's industry 4.0. Everybody loves to talk about industry 4.0. What is it? You know what it is? Make my life easier. That's really in the essence of what it is. It's the filtered version of it, but it's the practical version.

Jason Zenger: How do to use technology to make my life easier?

Scott Gasich: Exactly. Easier it means just like your guys' slogan, if you're not making chips, you're not making money. It's 100% true.

Jason Zenger: You got to keep that thing moving.

Scott Gasich: Yes. There aren't any home runs left. A CNC was a huge shift for manual machines. Now it's all small little things and for us it's how do you incorporate all these digital tools on the shop floor from a practical standpoint.

Jason Zenger: We had an interview yesterday with Steve Pixley, the CEO of Auto Crib, and Jim asks that same question to him and for him it was that convergence of all of these different technologies in a very customized format that works for that particular manufacturing company. I think you're saying that same similar thing for the machine tool industry as well.

Mark Terryberry: Yeah, and a lot of this is just for me being in this building is more of the same. I've never worked in a place so open and just honest in this same way in that when I'm making a video I'll say something. I'm like, "Well, should I say this?" And I'm like, "Just say whatever you think needs to be said," which is really unusual. So for the customers out there, they can just get all the information they need right online or there's the training courses through the videos that we're doing. I'm just saying that what is the future going to bring if you can't get the information from your foreman, from the school you went to or whatever, you're going to find it. It's going to be online. The company as a whole made a decision like, "Okay, do we not show people this service procedure?" That was changed years ago where from the top down they said, "Dump it, show everything. There are no firewalls, we're not hiding anything." Give all that information in every possible way it can go, DIY.

Jason Zenger: DIY.

Scott Gasich: Let's face it, machine tools, I don't care who you are, whatever competitor. We all have the same problem. All our machines run by humans. Humans crash the machines, they don't take care of them. There's problems that happen on the machines and to not provide an avenue by which customers can go fix it themselves, solve little problems, understand the magnitude of a problem, to us that's a disservice to the customer. That's part of the transparency.

Mark Terryberry: I've given away thousands of business cards in the last few years and I almost say the exact same thing with every handshake, I say, "Here's my card." I said, "Send me an email or send it to tod@haascnc.com. If there's something about the machine that you just hate, you can't stand it, shoot us an email, we'll look at it. Maybe there's something we can change with the software or maybe there's a reason it must be that way for some technical reason. Otherwise, if it's that, if it has to be that way, we'll make a video on it, we'll show you how. Either we're gonna change the machine, we're going to show you how, and it's just that simple. We just keep pushing forward.

Scott Gasich: If you don't like what we're doing, just wait here, we'll be doing something better. We're always evolving.

Jim Carr: There you go. Well guys, it's been a pleasure to have you on. The Metal Working Nation is definitely in need of a better taste of what happens behind the scenes with Mark and I'm sure a lot of people out there watch your videos, so this'll be interesting for them to hear from you in a different format, so thank you.

Jason Zenger: Absolutely. Thanks for having us.

Jim Carr: Thanks for having us. Yeah.

Jason Zenger: Jim, did you learn something?

Jim Carr: I did.

Jason Zenger: Are you going to start doing videos? You had told me one time that you were going to start doing some videos and it never happened.

Jim Carr: As a small business owner, I'm wearing a lot of hats and business has been really robust in the last 18 months, so we just haven't had a time. It's on hold right now but between MakingChips and Carr machine and tool, there's not much little-

Jason Zenger: There's nothing left of you?

Jim Carr: There's not much left of me, no. I'm doing the best I can do.

Jason Zenger: I hear your pain, believe me.

Jim Carr: Yeah. No, I did learn a lot today. I learned about making a commitment to something and keep refining that commitment. Based on what Mark told us is they started out with something that they didn't know, just much like us. MakingChips was just a hobby. We're coding the furniture with Zenger's Industrial and it got some fire underneath it. It took off and here we are today.

Jason Zenger: Now we got a team of 10 people.

Jim Carr: I know and here they are and they're people their community is feeding them with new ideas to how to make their videos better. I think it's all really, really good.

Jason Zenger: Absolutely.

Jim Carr: Because at the end of the day, if you're not making chips, you're not making money.

Jason Zenger: Bam.

Speaker 7: Thanks for listening to the MakingChips podcast. Jim and Jason knew that the Metal Working Nation, the community of world-class makers needed to commit to a new way of leading to stay ahead of the competition. MakingChips was created to fill that void. To give you advice from other manufacturing leaders who can push you to take action, your manufacturing challenges have a solution, and many of them are at makingchips.com.

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