Map Your Competitive Differentiation: What Can You Own?

by ISURUS, guest blogger

Differentiating your product or brand boils down to two simple questions. 1) What are your customer’s needs and buying criteria? And, 2) which of these can your product/brand own?

Most marketers and strategists do a good job on Step 1: They generally know their customer’s needs and buying criteria—the set of capabilities, brand traits, and outcomes that drive purchase decisions. This is the right first step. It identifies many key factors that influence vendor selection. But that initial list can be misleading and lack actionability. Here’s why.

  1. Competitors hold an advantage on some of the dimensions important to customers and it will be challenging and costly to compete on those criteria.
  2. Some of the customer’s most important buying criteria are threshold conditions and you cannot differentiate on table-stakes requirements.

Consider these examples. (more…)

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Marketing Minute: Should Your Company Consider an Influencer Program?

Influencers are becoming increasingly popular among consumer brands, but have you thought about it for B2T (business-to-trades) companies? Join Matt Sonnhalter as he discusses the questions you should ask yourself before starting an influencer program. He outlines three things to consider – social media, products that are conducive to good influencer content and an e-commerce presence.

 

To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there’s a B2T marketing topic you’d like us to cover.

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12th Annual Sonnhalter Tool Drive Raises $26,500 Worth of Donations for Habitat for Humanity

CLEVELAND –September 2021 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, partnered with Greater Cleveland Habitat for Humanity for a 12th year during its annual Sonnhalter Tool Drive, which ran the entire month of August and collected $26,500 worth of donations of tools and building materials. Since Sonnhalter began its efforts in 2010, it has collected $336,500 in donations.

Organizations, businesses and residents were encouraged to donate new and gently used tools, as well as building materials, furniture and appliances, to Sonnhalter to help benefit Habitat for Humanity’s cause of eliminating substandard housing and homelessness.

“Every year, we at Sonnhalter are inspired and uplifted by the generosity of our great community in its efforts to help those in need with donated tools and building materials,” said Matt Sonnhalter, Vision Architect at Sonnhalter. “We would like to thank our clients, partners and community members for their continued support in helping Sonnhalter raise nearly $336,500 for this great cause.”

“Sonnhalter’s Tool Drive is like Christmas in August! Instead of Santa’s sleigh, they bring a large truck full of tools for us and that’s the gift that keeps on giving all year around,” said John Habat, president/CEO of the Greater Cleveland Habitat for Humanity. “Sonnhalter’s Tool Drive helps to bring awareness to areas we have no access to and provides us tools to work on our houses, in our tool shop and to be sold to the general public.”

Community participants in the 12th Annual Sonnhalter Tool Drive included, Berea Recreation Center, Cuyahoga County Public Library, Berea Branch, Fear’s Confections, Frangos Group, Rising Star Coffee Roasters, St. Mary of the Falls, Skidmark Garage, The Wine Spot and many individuals living in the community.

Trade industry participants in the 12th Annual Sonnhalter Tool Drive included Buyers Products, CSV Marketing, Endeavor Business Media, General Pipe Cleaners, Jergens, Inc., Ignition, Kapro, Samsel Supply, Lakeside Supply, Ledlenser, Mortar Net Solutions, Sutton Industrial, Wolff Bros. Supply, and Woodhill Supply.

All of the donations that Sonnhalter collected benefited Greater Cleveland Habitat for Humanity. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s ReStores, recycled building materials and home furnishings stores. Proceeds from the ReStore sales are used to help Habitat build and rehabilitate homes for those in need.

About Sonnhalter

Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter is located in the historic Brownell Building in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.

About Greater Cleveland Habitat for Humanity
Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. We create hope by building and fully rehabbing homes, strengthening neighborhoods and reweaving communities. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Cleveland Habitat has brought together over 275 sponsor groups and 87,000 volunteers to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. We have provided working families who earn between 30 and 80% of the area median income (AMI) affordable homeownership opportunities in 20 different Cleveland neighborhoods. For more information on Greater Cleveland Habitat for Humanity visit http://www.clevelandhabitat.org/.

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Sonnhalter Partners with Habitat for Humanity for 12th Annual Sonnhalter Tool Drive

Sonnhalter Partners with Habitat for Humanity for 12th Annual Sonnhalter Tool Drive

CLEVELAND – July 2021 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, is partnering with Habitat for Humanity again for its Twelfth Annual Sonnhalter Tool Drive. In the past decade, Sonnhalter has raised more than $310,000 worth in donations for the organization.

From Sunday, August 1 to Tuesday, August 31, organizations, businesses and manufacturers are encouraged to donate extra inventory, demo models, tools and building materials to the Sonnhalter Tool Drive to benefit Habitat for Humanity’s cause and its efforts of eliminating substandard housing.

“We never imagined how big the tool drive would become! Over a decade later, we are still working with our wonderful partners at the Greater Cleveland Habitat for Humanity,” said Matt Sonnhalter, vision architect at Sonnhalter. “Since our efforts began in 2010, we are once again counting on the generosity of our clients and business colleagues, as well as businesses to clean out their extra inventory, overstocked materials and demo models, and donate to this very worthy cause. We’re looking forward to exceeding the donations of past years.”

The Sonnhalter Tool Drive strives to engage businesses and organizations to look through warehouses for extra inventory and overstocked tools or items.

Greater Cleveland Habitat for Humanity has completed more than 300 homes since 1987 and today, engages over 3,000 volunteers, who provide more than 93,000 hours of service per year to Cleveland’s most distressed neighborhoods. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s ReStore, a recycled building materials store. Proceeds from ReStore sales are used to help Habitat build and rehabilitate homes for those in need.

To watch the Sonnhalter Annual Tool Drive video: https://youtu.be/zueryrWScHI

Tools and materials can be shipped to Attn: Tool Drive, Sonnhalter, 1320 Sumner Ave., Suite 200, Cleveland, Ohio 44115. For information on how you can participate in the Sonnhalter Tool Drive, or to coordinate larger shipments i.e., pallet size, please contact Rosemarie Ascherl-Lenhard from Sonnhalter at 216.242.0420 x130 or rascherl@sonnhalter.com. To make a monetary donation, please make checks payable to “Greater Cleveland Habitat for Humanity” and mail to Sonnhalter, 1320 Sumner Ave., Suite 200, Cleveland, Ohio 44115.

For more information on the Tool Drive, visit: www.Sonnhalter.com/tooldrive.

About Sonnhalter

Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter is located in the historic Brownell Building in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.

About Greater Cleveland Habitat for Humanity
Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. We create hope by building and fully rehabbing homes, strengthening neighborhoods and reweaving communities. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Cleveland Habitat has brought together over 275 sponsor groups and 87,000 volunteers to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. We have provided working families who earn between 30 and 80% of the area median income (AMI) affordable homeownership opportunities in 20 different Cleveland neighborhoods. For more information on Greater Cleveland Habitat for Humanity visit http://www.clevelandhabitat.org/.

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Kylie Stanley Joins Sonnhalter as New Public Relations Technician

Kylie Stanley Joins Sonnhalter as New Public Relations Technician

CLEVELAND – June 2021 – Sonnhalter, a marketing communications firm to the professional tradesman in the construction, industrial and MRO markets, names Kylie Stanley the new public relations technician. In this role, Stanley will develop content for social media, write copy and represent Sonnhalter and its clients.

Stanley attended The University of Akron, where she studied Public Relations and Media Studies. While in school, Stanley produced the university’s web-series, “Class Cancelled,” that showcased activities students could do in the Akron area. From her video experience, she was awarded a Lower Great Lakes Emmy in the Arts and Entertainment college category.

Along with her video experience, Stanley has worked with social media and was a media relations intern at a Columbus marketing agency.

“We are excited to have Kylie join the Sonnhalter team,” said Matt Sonnhalter, vision architect at Sonnhalter. “Kylie is a talented young professional and we look forward to seeing her grow here.”

Stanley is currently a member of the central Ohio chapter of PRSA.

About Sonnhalter

Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter is located in the historic Brownell Building in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.

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How Public Relations Can Benefit Your Business

How Public Relations Can Benefit Your Business

by Kylie Stanley, Public Relations Technician

Are you looking for new customers or want to increase business?

Well-developed public relations can be an effective tool to boost your business and help reach your desired audience. You will be able to establish an emotional connection to your audience through your brand’s marketing.

There are many ways that public relations can benefit you, but today we will be focusing on four methods. Michelle Garrett analyzed these four methods in a post she wrote for Thomas, “Why Public Relations Matters to Manufacturers.”

Educates – Public relations helps to teach your audience about who you are and why your company should matter to them. It also provides the information to your market about your products and services.

Image and Reputation – Public relations can aid in building trust and to establish your brand in the industry. By creating a strong reputation, it can lead to credibility and provide you with lifelong customers. If your customers know what your brand stands for, they will be more likely to engage with your business.

Awareness and Visibility – Potential customers will know that your brand exists, and campaigns can spread awareness of the work that your company is doing. With awareness efforts, you can change public opinions and promote your brand’s value.

Interest – From awareness we can create interest for your brand and products. Interest helps to pull customers in and make them want to learn more about your brand or be involved.

No matter how big or small a story is, it can help to elevate your brand and increase business. Let’s take some notes by looking at some examples of past public relations stories that have created visibility.

Associated General Contractors

Associated General Contractors of California partnered up with BuildOUT California, the world’s first industry association for sustainable growth of LGBTQ+ owned and certified business. This partnership is impactful for their audience and shows that the company cares about diversity and inclusion.

Partnerships can be rewarding and can help your business stand out against your competitors.

Mergers & Acquisitions

HEPACO is a leader in environmental and emergency response services that acquired Summit Field Services from Summit Environmental Services, LLC. This expansion helps to boost business development and to add value to your brand.

In the News

RMH Systems, a turn-key automation packaging and material handling integrator, announced Ryan Howard as their new president. With newsworthy information, your customers will want to hear about any changes happening within the company.

When using all these public relations efforts, we can create powerful results and assist in your brand’s marketing.

Need help with utilizing public relations? Contact us and check out our website for more tips.

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