Today, we are delighted to have Ms. Garra Liming, a seasoned professional with over 17 years of experience in marketing and communications for The American Society for Nondestructive Testing (ASNT).
Recently appointed as the Director of Public Relations and Government Affairs, Garra brings a wealth of knowledge and passion to her new role. In this interview, she shares her journey, insights on the evolving field of NDT, and the strategies that have driven ASNT’s successful marketing initiatives.
From rebranding efforts to fostering industry collaborations, Garra’s dedication to advancing NDT and keeping the world a safer place is truly inspiring.
Here’s an excerpt from the amazing conversation we had with Ms. Garra.
Hi, Ms. Garra Liming. Congratulations on your new role. Hope you’re having an amazing day. Could you please introduce yourself to our lovely audience?
My name is Garra Liming, and I am on staff for The American Society for Nondestructive Testing (ASNT). I just stepped into the new role of Director of Public Relations and Government Affairs. Previously, I served as the Director of Marketing and Communications. I was in that role for 10+ years.
… NDT is often a male-dominated industry. Was it a conscious decision to enter this field?
Like many others I stumbled into it when searching for a job back in 2007. I had not heard of nondestructive testing. But once I learned about NDT I was hooked and loved sharing and explaining what it is and the importance that NDT plays around the world.
…you have been handling ASNT’s marketing initiatives for over 17 years now. What initially drew you to the association and what kept you engaged for so long?
I love the mission of ASNT in advancing the field of NDT and our vision in keeping the world a safer place. I feel like I make a difference!
..the world of NDT is constantly evolving. How has your marketing approach adapted to keep pace with these advancements?
The goal of any marketer is to provide information in the way members and potential customers want to receive it and when they want to see the information. Data driven marketing allows us to better understand and anticipate the needs of our audience. We utilize social media, content marketing, events, etc. to engage and build upon our brand.
…looking back at your career, what marketing campaign or strategy are you most proud of and why?
We recently rebranded ASNT and I enjoyed every minute of it. We engaged our members in this activity and I'm proud of the final product. It has been very well received.
…beyond technical expertise, what soft skills do you consider essential for success in marketing for the NDT industry?
You must have effective communication and relationship-building skills as they help in clearly conveying complex technical information. Additionally, adaptability is essential in navigating the dynamic challenges and evolving technologies in the field.
…collaboration often plays a crucial role in marketing success. Could you discuss any partnerships or collaborations you've been involved in that have significantly impacted ASNT’’s marketing initiatives?
Absolutely, I work very closely with my counterparts of other associations, and we share information, ideas, collaboration and more. We can learn from successes and failures. The Marketing team also works very closely with other departments within ASNT. This ensures that our messaging is right on target.
…beyond marketing, what other aspects of your role as Marketing Director do you find particularly rewarding or challenging?
As the Marketing Director I had been handling all our PR and Advocacy efforts. My passion is spreading the word about NDT and ASNT. And now I get to do it full time. I’m very excited about this new role and how we can bring awareness to NDT.
…we all have our go-to productivity hacks. Can you share one of yours that helps you stay on top of your game amidst the demands of your role?
Marketing is a very demanding role as everything the organization is working on must be communicated and promoted. I’ve learned to block some time out every day so I can focus on specific or time-sensitive projects or tasks. This technique ensures that I allocate dedicated time for high-priority activities and minimize distractions.
…networking plays a crucial role in our professional lives. Do you have a memorable networking experience or a connection you made that significantly impacted your career journey?
Recently, I have had the pleasure to be on Capital Hill and share information and knowledge on NDT to lawmakers. It was great to network with others having similar initiatives. Spreading awareness on NDT is what I want to do so I am looking forward to my new role as the Director of Public Relations and Government Affairs.
…we all have those "aha" moments in our careers that stick with us. Can you share one such moment where everything clicked for you in a marketing campaign or strategy?
One "aha" moment in my career was realizing the power of customer testimonials in marketing. Having genuine customer stories and feedback can really boost engagement and conversions.
…how do you stay updated with the current trends happening in the marketing world?
I am a member of several associations including the American Marketing Association. I attend webinars to learn more about what is happening in the marketing world. I also read a lot. And I’ve received several certifications including Digital Marketing and Certified Digital Marketing Professional (CDMP) through Digital Marketing Institute and Professional Certified Marketer (PCM) though American Marketing Association. In the marketing world, there is always something new to learn.
…so, how does life look for you outside of work, Ms. Garra? How do you unwind yourself?
I unwind by spending quality time with friends and family, hitting the gym regularly, and traveling to explore the beauty of our world.
…how was your experience at the recently held World Conference on Non-Destructive Testing?
The WCNDT held in Korea was a great experience. Given the fact that we hadn’t had a world conference since 2016 there was genuine excitement from everyone. ASNT had a booth in the exhibition and several presentations from ASNT staff and its members. There was also great engagement and conversations. KSNT did a wonderful job. Looking forward to 2028 in Argentina.
…final few questions Ms. Garra, for aspiring marketing professionals looking to make an impact in the NDT industry, what advice would you offer based on your years of experience and expertise?
For aspiring marketing professionals in the NDT industry, I would advise developing an understanding of NDT, the people and the industry to effectively communicate its value. Additionally, focus on building strong relationships with NDT professionals. They have great stories to share and learn from them so you can communicate it.
…finally, what are your thoughts on OnestopNDT? Do you think our efforts to provide real, authentic and accurate content are helping the industry? Also, do you think our platform is helping the community to connect with like-minded people?
I believe OnestopNDT is making a positive impact by delivering real, authentic, and accurate content that benefits the industry. Your platform also excels in fostering a community where like-minded professionals can connect, share insights, and collaborate effectively
