Are Your Employees Brand Ambassadors? Why Not?

April 22, 2015

By Chris Ilcin, Account Superintendent at Sonnhalter

Osborn

Photo Courtesy of Osborn

Do your employees know where your products are used? Do they know the applications the parts they make make possible? Are they aware of the history and critical nature of your company? There are many simple, cost-effective ways to increase productivity and morale by implementing a program that lets them know.

To land new business, you’re always told to “Tell Your Story” well. It’s just as important to tell it internally. Why?

It makes employees feel like part of the plan – Let them see the big picture and where you as a company fit into it

It helps them see the long view, not just their day-to-day part in it – There’s a plan, not just a daily task

It builds internal networks – If Engineering tells their story to Customer Service, everyone sees people and faces, not silos

It allows them to be brand ambassadors – If they know the story you want told, then that’s the story that gets re-told

So how do you reach them? That’s the easiest part—the same way you reach new customers:

Host an Employee Open House – Let them show off to their kids, and see what goes on in other departments

Giving a tour of your facility? Engage employees – Don’t treat them like an extension of the machine they’re working, but have them describe what they do, and the cost savings, quality assurance or other aspect of their work

Start an internal newsletter – It’s a great place to either post external press releases, or develop case studies for outside use

Cover the Walls – Advertising blown up as posters reinforce your brand internally and when guests tour your facility

Let them hear & be heard – Have a quarterly or monthly meeting of non-managerial representatives from every department, and allow for an open exchange or ideas, complaints and stories

Highlight your company’s history whenever possible – Old ads, press clippings or photos give a sense of pride and place

Have a mission statement – And stress it internally. Print it on business cards, coffee cups in the vending machines; anywhere it will be seen regularly

You don’t need to be told that Manufacturing has gotten a bad rap. For years it’s been the butt of jokes, seen as a “dead end” and been declared all but extinct in this country by countless talking heads.

Well those people are wrong. And the house they left to get into the car they drove to the studio where they made their comments is testament to it. And it’s time your employees knew that too.

I once heard a really cool story about the Gateway Arch in St. Louis. It has a unique elevator that kind of side-steps its way up to the top of the arch. Well if you look into the arch, instead of out at the view, along the way you’ll see large welder-generators. They’ve been there since the Arch was built in the mid 60’s. Because of the way the arch was made, it was impossible to move them, so they just left them, placed another (which also got left behind) and kept building.

As a former employee of that welding manufacturer, I think that’s fascinating, and if I could ever get over my nagging fear of heights, it would be the best part of the trip up. To know that something that was made in the same building I worked in was instrumental in a project like that, it just boggles the mind. All the “ordinary” people, doing their “ordinary” job at factories all across the country added up to a modern marvel like that. Inspire that sense of awe in your employees, and they’ll help do the heavy lifting of establishing a brand.


Tips on Building a Good Contractor Email List

April 14, 2015

By John Sonnhalter, Rainmaker Journeyman at Sonnhalter

tradesperson-cement

Let’s face it, we’re all in this for the same reason. To talk with people who share the same interest. We must always be tweaking and improving what we deliver.

So in order to get them to give up their email, we better come up with some interesting and helpful stuff that will make them want to read our emails for future gems. It’s not only what you have to say, but how you say it. Beyond being potential customers, these contractors can be your best friend by sharing it with their peer group.

Here are some tips to building a better list of contractors and tradesmen:

  • Think like a contractor  What are their pain points? Give them practical solutions.
  • Talk like a human – Don’t use marketing or sales speak. Keep it conversational.
  • Give them a reason to sign up – Sneak peeks at new products, exclusive product demos.
  • Ask the contractor what they want help with – Get engagement from the audience you want to reach.
  • Don’t be afraid of humor – People like to smile and it shows more of your human side.
  • Reach out to contractors – On a regular basis, randomly pick several contractors and have a product manager call and pick their brains on possible new product ideas.

Emails are back and stronger than ever if we do them right.


12 Tips for Effective Tradesman Videos

April 8, 2015

By Chris Ilcin, Account Superintendent at Sonnhalter

If you’re like me, you’ll flip the channel when commercials come on. Hopefully, unlike me, you’ll remember what you were watching when the break is over.

Well tradesmen are the same way, so don’t expect them to actively seek out a 5-minute commercial on YouTube. All the search terms in the world won’t make people sit through a video that does nothing more than pat yourself on the back for making such a great product.

If you want eyeballs, and the increased search results they equal, you need to show how your product fixes their problems. Here are a few tips:

  1. Make it shooting-videoSolution Based – Why does this product exist? What problem does it solve, or how is it best used. Make the solution, not the product the focus. This also gives you a chance to showcase your “total” solution; customer service, technical support, anything else that sets your solution apart from the competition.
  2. Keep it, and Your Customers Moving – Just like a good commercial, an effective video should drive the customer somewhere, in the shortest amount of time available. Website, local distributors, a call center. Figure out where you want them, and give them a reason to get there.
  3. Be Yourself; or Have Someone Else – If you’re not funny, don’t try to be now. Work with what you have. Or better yet, add another person. They can bounce ideas and concepts off each other instead of the camera and both will feel more natural. One set up I’ve always liked is a “Product Expert” being interviewed by an “Everyman.” This way they can tease the pertinent info out, rephrase it in common language and keep the conversation moving.
  4. Know What You’re Good At – Even the best message can get lost with poor delivery. Now isn’t the time to hire your Brother-In-Law’s cousin. Highly qualified freelancers are available across the country. Put out feelers through friends, social media, your PR people and vendors, and get quotes. And not just for camera, but sound, direction, editing and production. Done correctly, a video will become the first interaction a potential customer will have with your company, so make it count.
  5. It’s All in the Prep – Just like painting a room, most of the work should take place before the job gets started. Have a script, a shot list, a location, talent, and props in-hand. Make sure everyone is on the same page about goals and message. Editing is great, but it can’t make words or actions you never shot magically appear.
  6. Say It or Show It; Not Both – A picture is worth a thousand words, so save the words for something else. It’s a video, not a book (or blog post) so keep text to an absolute minimum.
  7. Multitask – As long as you’re hiring freelancers, setting up lights and everything else, cover a few other bases. Product photography, other solutions or products that can be shown in the same set-up, video for trade show use and social media all can be taken care of. With a well-choreographed crew, you can shoot 3-6 short videos in one day. So make the most of it, but keep to your priorities.
  8. Consider All Platforms – Where do you want your video to be watched? Everywhere. On your website, YouTube, Facebook and mobile devices. So keep it as short as possible. Even the best smart phone right under a cell tower won’t play a 10-minute video without a pause or two, so don’t try your viewer’s patience.
  9. Don’t Re-Post; Re-Direct – Once you’ve uploaded the video to YouTube, make sure you let everyone know. But do it through links and redirected placement. For instance, don’t embed the video on the product page; embed the YouTube link. That way all the views are being accumulated in one place, increasing that number and moving it up the search results.
  10. Tag, So You’ll Be It – Think like a customer, or potential customer. They don’t know the products part number or trademarked name. So while all that should be in the tags, so should more generic terms and phrases, as well as your competitors’ names, terms and phrases.
  11. Keep An Eye On It – Once it’s posted, track it. How many views does it get after a week, a month and a year? Use the Analytics options on YouTube (all free) to see how people are finding it, how long they’re watching it and re-post it someplace every few months.
  12. Don’t Take Comments Personally – By now you’ve been living with this project for a few months, and feel pretty happy about the end product. So negative comments, which are almost guaranteed in the internet age, are going to feel like a personal attack. They aren’t, and the biggest mistake you can make is to feed the trolls. Address legitimate concerns as diplomatically and quickly as possible, but don’t add fuel to a fire.

Video is an incredibly powerful tool. It works in almost any setting; in an office, on a sales call, or in the field. Make it as effective as possible, and it can sell the product, reinforce your brand and be relevant for years to come.


New Project Meetings – Tips on How to Make the Most of Them

April 7, 2015

By Robin Heike, Production Foreman at Sonnhalter

Project meetings for marketing activities are so important for all who will be working on them, so let’s make sure we make the most out of them.

We usually start out with a creative brief initiated by the lead person for the project. This sets the tone and objectives for the project, so when the team does get together, they have a clearer picture of what needs to be done.

We use a creative brief to get the process going, and it might help you if you don’t have a formal process.

Here are the key elements:

  • Project description – Give overall scope of what needs to be accomplished.
  • Background – What are your current problems? What are possible key solutions? What are the current beliefs and what are the desired ones?
  • What do you want the communication to do – introduce a new product or service?
  • Target audiences – who are your primary and secondary audiences?
  • Unique Selling Proposition – what sets a product or service apart from your competitors?
  • Support points – give back-up features and benefits.
  • Mandatories – logos, association bugs, tag lines.
  • Tone – informative, leadership, etc.
  • Deliverables – ad, e-blast, event, product sheet, blog post?
  • Timeline – when is it due?
  • Budget – Self explanatory.

Complete info includes direction/message to convey, any background info including examples, photos if they are being supplied, deadlines for completed project (who is responsible for what or where we can gather needed info/pieces and when and how a project will be presented).

Written details supplied on all project paperwork is so important since each person usually has more than one project in the works/on their mind.

Project meetings are most effective when all info that will be available is discussed with everyone who will be working on the project.


Do You Know How Tradesmen Make Their Purchasing Decisions?

March 25, 2015

For a major new purchase, do you think a contractor or tradesman just walks into a distributor and asks what’s new, and then just buys it? Of course not.

They hear or read about a new or better solution to help them do their job better and more efficient. They research what other tradesman think about the idea, either on forums or in person. They research it online and download information to help them. It’s at this point they may contact their local distributor or manufacturer to get more questions answered or ask for a product demo.

2015 B2B Buyer Journey

The point is, the contractor has done lots of research long before they identify themselves to you as a potential sale.

Marketing’s role is to make sure that the right information is in the right place for contractors, whether it’s in trade publication ads, testimonials, product reviews, customer ratings, PR or social media. The fact is, B2B customers are 60-90% the way through a purchasing decision before they contact you! Yikes.

Heidi Cohen recently posted an article on how the 2015 B-to-B purchasing decision process has changed.

Here are some and points to consider:

  • 5% of website visitors provide an email address
  • 20% of marketing emails are opened
  • 1% of leads are nurtured

These types of challenges require some sort of marketing automation tools to help you better reach and engage prospects. You need to determine what content they want, put it where they want it and understand the next steps in their process.

What are your biggest challenges?


When is Enough Content Enough?

March 17, 2015

As marketers, we’re all trying to do more with less which begs the question, when is enough enough? Or should the question be quality vs. quantity? I’m of the opinion that good content is better than more content and that we should be focusing on where it’s being targeted. The rule of thumb is your target audience needs to see your message at least 7 times before they believe it. That means you must have it on different venues to make sure you’re included. Heidi Cohen in a recent post talked about quality vs. quantity and how it’s affecting us all. 2015_B2B_Research-Content Effectiveness-CMI These stats that only 38% marketers rate their content to be effective or very effective are disturbing. Especially for all the time and effort that you’re putting into it. Here are some more sobering facts from 2014 regarding more is less:

  • Brand-generated content by channel increased by 78%
  • Interactions per post per followers decreased by 60%

This might be a case of too much communications. We can’t stop, but we need to be more focused. It’s getting back to basics of:

  • Knowing your customer
  • Target content to meet your audience’s specific needs
  • Deliver it where they are looking

What kind of problems are you running into? Are these points resonating with what you’re experiencing?


Are you using SlideShare to Generate Leads from Tradesman?

March 11, 2015

SlideShare is probably the most overlooked social media tool.

Close to 70 million visitors a month second only to YouTube is nothing to sneeze at. SlideShare was purchased by LinkedIn a few years ago which allows both platforms to work seamlessly together which is good news for you.

Why should you consider using it?  It’s a great way to market your business, showcase your expertise as an industry leader. Not only can you put up Power Point presentations and white papers, you can upload videos by using SlideSharepro  and have a way to repurpose your webinars or online training options.

If you’re worried about sharing your information with the world, you can upload content that you can make available to select audiences (by invitation only).

The most important reason for using SlideShare is to generate leads. Peg Fitzpatrick recently wrote a great post on Social Media Examiner on ways to capitalize on getting leads.

She focuses on ways to collect emails from viewers, how to use links in slides, why you should add visual calls to action and lastly, why the description. It’s a good quick read.

Heidi Cohen outlines 10 actionable marketing tactics to get the most out of leads.

Don’t miss out on this valuable tool that will help you not only become a thought leader, but generate leads at the same time.


Follow

Get every new post delivered to your Inbox.

Join 731 other followers