June 19, 2013
Sonnhalter is deeply involved with the professional tradesmen. We recently updated our overview of the HVAC market. The purpose of the document is to give the reader a quick snapshot of the industry and its players for 2013.
Highlights include association and buying group contacts, training firms/certification organizations, franchisee organizations and consolidators, online resources, trade shows/meetings and media publications.
A free copy for download is available. Click here to sign up.
February 7, 2012
Moving forward in 2012, is mobile media going to be part of your overall marketing strategy?
According to a recent survey by the Association of Strategic Marketing (ASM), 2011 Trends in Mobile Marketing, 58% of respondents indicated that they were not using mobile marketing.
As a matter of fact, mobile seems to rank somewhere in the middle of overall marketing practices behind email (which ironically is number one) and SEO. The 42% that do use mobile in their marketing plans are optimizing their websites and emails and are beginning to use QR codes.
If you like this post you might like:
Is Mobile Marketing the Best Way to Reach the Professional Tradesman?
What Are You Doing to Reach the Young Professional Tradesman?
The Mobile Marketing Trends Study was created to allow marketing folks to see what similar organizations were doing. Some highlights of mobile marketing goals include:
- Sales/revenue – 33%
- Product service info – 25%
- Customer retention – 15%
- Lead nurturing – 11%
- Customer opt-in – 10%
- Alert reminders – 6%
For those of us in the B-to-B space, and especially for those of us trying to reach the professional tradesman, mobile should be a part of your marketing plan.
Not sure where to start? The easiest place to start is to optimize your website for mobile. Secondly, consider sending mobile-optimized emails.
The key is to make a plan and do something, monitor the response and do something else. As I’ve said before, I don’t believe mobile is going away, and there are many opportunities to reach our target audiences.
January 27, 2010
Sometimes we take things for granted and can tend to become complacent when using tools like e-mail marketing. We think we know it all since we’ve been doing it for so long, but we may have lost sight of what made e-mail so successful in the past.
A recent post by Curtis Jackson, What are the top 10 e-mail marketing mistakes, got me thinking that we should all evaluate the processes we have in place regarding e-mails. Here are my 5 top things to avoid:
- No Strategy - When you first started using e-mails, didn’t you have a written strategy of what you wanted to accomplish and how you were going to measure it? How are you doing?
- List updates - When was the last time you updated your list? Have your open rates been increasing or decreasing? How about undeliverables? That brings us to the next point.
- Ignoring metrics - If you’re actively doing e-mail marketing, you have to be using some tool like Constant Contact to help you manage your programs. They have metric tools built in to see how successful the actual e-mail was (both in content and delivery).
- Missing an opportunity in your top line message - Chances are your message will be viewed in a preview pane. Make sure your top line message includes a link to a web-based version.
- Timing - Tuesday at 10 a.m. may not be the most opportune time to reach your audience. Test out different combinations to see what works best for your audience.
Those are my thoughts. What are you doing to ensure you are getting the most out of your e-mail marketing?