August 13, 2014
Everyone knows that B-to-B marketing is serious stuff. Maybe sometimes too serious! We need to write white papers and do microsites that talk about all the features and benefits. All good and necessary stuff, but is it memorable to a prospect looking at your brand? Now I agree that not all things may be appropriate for a humorous take, but most are and there are plenty of companies reaching out and taking the leap.
The president of our agency earlier this summer attended the annual BMA Conference in Chicago where one of the presenters was Tim Washer with Cisco. His topic was humor and why it’s important to use it.
Here’s an example from Tim Washer on how Cisco used humor introducing a new router .
Another example is Kinaxis who used the idea of a dating scenario to bring home the points on supply chain management.
Here’s an example of how Kinaxis puts humor into the use.
The challenge to all you conservative folks out there is to keep an open mind. I’m not suggesting you drop all the traditional stuff, absolutely not. But it’s not bad to show folks you’re human.
- These don’t have to be Hollywood productions.
- The key is delivering a key message using humorous situations.
- Keep it focused and under two minutes.
- Take a risk and dare to be different.
Let’s face it, we’re all humans here, and with all the things going on in the world, everyone enjoys a laugh. Make your brand stand out from the rest.
July 31, 2014
- Rosemarie Ascherl, PR Foreman
Habitat for Humanity does great work in local communities to help improve both individual’s lives as well as the community in general. This is our 5th year of the tool drive to help out this worthy cause. Last year we raised more than $31,000 worth of tools and building materials and have collected more than $106,000 in donations since our tool drive efforts began in 2010.
major focus is on manufacturers who make things for contractors, 5 years ago we decided to help support our local chapter of Habitat for Humanity and hosted a tool drive in the month of August to try to raise money, and more importantly, to gather tools (both new and used) to help in their building efforts, as well as to support them through their ReStore.
This August… tomorrow, we’re kicking off our Fifth Annual
Sonnhalter Tool Drive! If you’d like to join us in our efforts, visit sonnhalter.com/tooldrive
to find out more.
You can also contact me at firstname.lastname@example.org (x126) or Rachel Kerstetter – email@example.com (x130) at 440.234.1812.
Or, if you’re interested in finding a local chapter so you too can help out in your area, click here
Thanks in advance for your support!
July 30, 2014
We’re all focusing on the next greatest product or making sales numbers for the month, but often overlook the very source of those sales.
Consistent contractor feedback is a key in establishing a long-term partnership. Let’s face it, we all have competition and contractors have choices. I think we’re missing opportunities to cement relationships and differentiate our brands. When was the last time you talked to a contractor that didn’t have an opinion?
It doesn’t have to be a complex program and your field sales guys can certainly help in this regard. Here are a few questions they should ask:
- What’s working - Find out what you’re doing right. Are they getting the tech support they need? Is customer service taking care of them in a timely manner? It’s a great way of finding out their level of satisfaction with you.
- What’s not - Here’s your opportunity for you to find out ways of things that need to be improved. After talking with several contractors, you will find out rather quickly if a pattern is emerging.
- What can we do to improve our relationship - Show them that you are proactive. It might surprise you. Together you may identify new opportunities.
Of course, the info you collect will be worthless unless sales and marketing compile a spreadsheet of all answers to review. Action items and process improvements. If you’re not ready and open to making changes, don’t waste your time or the contractors. When talking with tradesmen, there’s not a one of them that would love the opportunity to share insights. Wouldn’t you rather they share them with you instead of your competitors?