5 ways to engage professional tradesmen using content marketing

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter Content marketing should be a vital part of your strategy to reach and engage contractors and professional tradesmen and move them through the sales funnel. Manufacturers are always focused on leads and will use things like traditional e-books and white papers. Not all activity will result in conversions. We should consider building brand awareness. Here are five tactics to consider: Blog posts.You may already be doing a blog and if you’re not you should consider it. It helps set you up as an industry expert and helps move prospects through the know like and trust phase of the journey. Include a strong call to action that will hopefully engage the reader to go somewhere or do something.  12883read more >

3 Post Show Activities to Make Your Trade Show a Success

By Matt Sonnhalter, Vision Architect, Sonnhalter I don’t know about you, but it seems like every time I get back from a trade show I’m exhausted and ready for a vacation. Unfortunately there is still work to do after the trade show. In this Part 3 of our 3-part series on successful trade shows we’ll look at the 3 post- show  activities you should be doing after every trade show to make sure it is a success. 1. Leads/Inquiries “How many leads did we get?” This seems to be the number one question everyone asks after every trade show. And while this is an important question, I think the better question to ask is “What’s the plan for handling these leads?” 12847read more >

5 Pre-Show Activities To Make Your Trade Show A Success

By Matt Sonnhalter, Vision Architect, Sonnhalter For most companies trade shows are still a key component to the marketing mix. But these shows can be a significant investment, between the booth space, the booth itself, graphics, collateral, travel costs and the personnel to man the actual booth. So it’s critical to maximize the return and success of your trade show. In this Part 1 of a 3-part series on trade shows we’ll look at the 5  pre-show activities you should be doing to make your next trade show a success. 1. Remind people you are attending the trade show 12842read more >

4 Clever Marketing Tips for Targeting Contractors Online

Today we have a post contributed by M.Pierce, Founder of MyBootprint and ShoeMatters – two websites that strive to help people choose the right footwear for their job. As with nearly any profession around the world, more building contractors are turning to the internet to do their research and interact with their distributors, purchase materials and find and contact new clients. Research found that a third of the building product distributors asked claimed that 50% of their sales were online. Another survey from 2015 found that more than half of contractors use the internet for their research for work. So with the increasing digitalization, if you want to attract contractors online, you must make sure that your brand is well established digitally and take up a more proactive approach on the various digital channels preferred by the contractors. A good balance of high-quality and efficient SEO, effective social media marketing and digital advertising should help grab the interest of potential customers for your products. With the advancement of technology and the websites, mobile apps and other hardware and software, it is no surprise that people are becoming more demanding and their expectations for the services and products provided is growing. The same goes for building contractors. There are certain tips which you can follow in order to do that more successfully. Here are the four main ones which will help you reach to and win over more building contractors: 12616read more >

Case Studies Should Be Part of Your Content Mix

By Rachel Kerstetter, PR Architect, Sonnhalter The terms "case study" and "testimonial" are sometimes used interchangeably, however case studies are not exactly testimonials. Although one piece of content can pull double duty, a simple testimonial can't provide the value for your organization that a case study can. In marketing, a testimonial is essentially a statement by a customer providing an endorsement of a product or service. A case study is a more in-depth, valuable piece of content. Spinach content if you will. Case studies explore a user's journey, not just with your organization, but through their entire problem and solution. Ideally, 12528read more >

Are you a storyteller?

By Chris Ilcin, Account Superintendent, Sonnhalter Brand/Content Marketing and all the other buzzwords are irrelevant. I just finished reading a great article from the Virgin website. But first an apology on behalf of the entire marketing industry... We’re sorry for all the buzzwords. Really. For years you’ve heard “content marketing” and “be your brand” and many other latest fads bandied about in meetings. In fact, at one previous employer, we had bingo sheets we’d take into the conference room to see how quickly we could achieve “product/end user integration,” “ROI” or anything else “at the end of the day.” But really, all those words boil down to what the article highlights: Be a Storyteller 12459read more >

Branding or Branded?

By Chris Ilcin, Account Superintendent, Sonnhalter Pepsi recently had a severe digital flogging for a tone-deaf ad featuring Kendall Jenner and the evidently crisis-averting powers of their soda. From late night hosts and live shows in New York to TV pundits and seemingly everyone with a social media account, the multi-national corporation has been the punchline of many a joke. Obviously there are a lot of lessons to be learned and cautionary tales aplenty. But for me, the main lesson in all of this comes down to: Don’t try to be your brand. Have your brand be who you are. What’s that mean? 12441read more >

Reaching Contractors with Social Media

By Rachel Kerstetter, PR Architect, Sonnhalter You probably set up a Facebook page and a Twitter account a few years ago when social media was the new shiny object for marketers. But now, your social media is anything but new and exciting … and it doesn't help you reach contractors. You might be wondering if you're wasting your time on these channels or if you're better served by switching to the newest social trend. As a longtime leader in Business-to-Tradesman marketing, we’ve developed 12 helpful tips that will help you use social media to effectively reach contractors. In “12 Tips for Reaching Contractors with Social Media,” you’ll learn how to evaluate the social media you’re already using and pick the right avenues for connecting with contractors. The tip sheet shares best practices for social media in this niche space using content and integrating it into your overall marketing programs. Download 12 Tips for Reaching Contractors with Social Media by signing up here.read more >

Manufacturers: Focus Content on Contractors, Not Your Brand

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter I think we all can agree that content marketing is playing a vital role in everyone’s overall marketing plans. Everyone wants lead generation and engagement, and to get both, you have to provide good content! Many manufacturers focus more on their brand than trying to help solve their customers' problems. Don't focus on selling. Focus on solving. And more is not better. Give them good content not a lot of content. According to recent article in Content marketing institute: 12218read more >

LinkedIn Groups: Your Blog Away From Blog

By Chris Ilcin, Account Superintendent, Sonnhalter According to a recent survey from The Content Marketing Institute 89% of B2B Marketers use LinkedIn as a way to distribute content. But if a potential customer isn’t already following you, all you’re doing by posting it to your company page is having a closed conversation with friends. While that’s good for strengthening relationships, it’s not an effective strategy for growing business, brand or thought leadership in your industry. So, short of requiring all employees to share everything you post, what’s a marketer to do? Join Groups. If you’re not familiar with them, LinkedIn Groups are smaller "communities within the larger LinkedIn community where people and companies can connect by shared interest rather than work or personal connections." The advantage here is that instead of waiting for people to find you or your company, you can use your industry, process or other qualities to go out and find them. How do you find the right group, and what do you do once you’ve found them? A lot of things you’re already doing. 12124read more >

Thousands of vocational programs, many ways to connect

By Rachel Kerstetter, PR Architect, Sonnhalter More than a year ago, we released an extensive database of thousands of vocational education programs across the country. We recently updated that list, adding about 1,000 new programs, separating them out by state tabs and standardizing the descriptions to make it even easier to search, sort and use. Why would a marketing communications firm make such a resource? We hope the tool will bridge the gap between manufacturers and educational programs. The database serves as a helpful tool for companies looking to implement more grassroots campaigns to recruit the next generation of professional tradesmen. There are a myriad of ways to take advantage of a tool like our database. I'd love to name a thousand ways to use it (given enough time and coffee I probably could too!) but I'll leave you with a few suggestions of how to make our work, work for you. Fill the Talent Pipeline 12075read more >

They Really Are Worth a Thousand Words

By Chris Ilcin, Account Superintendent, Sonnhalter Use images on your website to de-clutter, increase SEO and tell a better story. One of the biggest pitfalls in manufacturers' websites (and trade shows, and product literature and more) is the overriding desire to SAY TOO MUCH. And it’s easy to see why. Most manufacturing companies are led by Engineering or Sales. Both of these disciplines are highly verbal. You want to talk about how great a new process or product is in order to show the leap you’ve made in innovation. You want to make sure the customer has all the information in order to close the deal. The problem becomes that marketing, and effective electronic communications, are becoming increasingly visual. Part of it is screen size. More than half of all internet use is by devices other than computers, the vast majority of which have screens smaller than a laptop. And some of it is just the pace and speed at which web browsers now expect information to be presented to them in the instant search era we live in. So, it’s imperative to get your value proposition across in less time than it will take someone to hit the back button and open the next search result. 12049read more >

Not Real, But Reality

By Chris Ilcin, Account Superintendent, Sonnhalter By now, if you have a presence on social media, and are involved in sales or marketing, you’ve seen this: Well, bad news. "Fourth" isn’t spelled that way The National Sales Executive Association doesn’t exist There’s no study to be found that supports any of these statistics There’s a great blog here that goes in to more detail. But I’d rather focus on something else: Why do we want this to be real? 11937read more >

11 Tips on How to Market to Contractors

Marketing to contractors is different than general marketing. Instead of pitching products, talk about solving problems. Contractors are busy and looking for solutions on how they can do their jobs better and make more money. Our new tip sheet gives you 11 ways to help you get in front of contractors, promote your value proposition and become a trusted authority in the contractor's mind. Sign up to receive 11 Tips on How to Market to Contractors here.  read more >

3 Insights to Make Your Manufacturing CRM More Effective

This is a guest post from Russ Hill, Founder of Ultimate Lead Systems. CRM programs come with big promise. The value proposition reminds me of the film the “Wizard of Oz.” Dorothy sets out with her allies to meet “the Great and Powerful” Wizard, who will surely deliver fulfillment of their greatest wishes. They approach the Wizard with fear and trepidation. When they finally see him behind the curtain, they discover their wizard furiously spinning wheels and pulling switches to bring the Great and Powerful wizard image to life. It is a good metaphor for what companies encounter when implementing CRM and sales lead management programs. Like the Wizard, the promise is great, but have no illusions. Understanding what is required behind the curtain is critical to CRM success. 11168read more >

Make Sure Your B2B Communication is Still Human

By Rachel Kerstetter, PR Architect, Sonnhalter When it comes to B2B communication, sometimes we get a little too caught up in the 2 Bs (business and business) that we forget about the Hs, Humans. Your organization is made up of human beings and the businesses that make up your target audience are also made up of human beings. When you recognize that your audience is made up of humans, you're already one step toward more effective communications. Communicating with humans means you need to take into account emotions as well as logic and make an effort to connect on a personal level. Be Human Mike McDougall gave a presentation at the PRSA International Conference on using the HUMAN method to connect with B2B audiences. Here's the model: 11132read more >

Tips on Developing Effective Marketing Programs to Reach Contractors

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter When trying to gain new contractors, "the ready, fire, aim" mentality doesn't work. Neither does "a wing and prayer" method. Developing new customers is entirely different from trying to sell more stuff to your existing ones. Marketing needs to work closely with sales in not only developing a message, but a plan on delivering it. You also need to take into consideration that a lot of new contractors won't identify themselves until they've done some homework on your company. 10847read more >

Podcast: “What Makes a Qualified Lead a Qualified Lead?”

Today we’re talking with Russ Hill, Founder and CEO of Ultimate Lead Systems. Russ has 3 decades of experience helping companies with their B2B sales lead management and CRM programs. Sales leads are the lifeblood of new business development. As important as leads are, it is still common to hear reps complain that “the leads I get are unqualified.” People have different views on the subject of lead handling, qualification and follow-up. Listen to what Russ has to say.read more >

How to Repurpose Content for Contractors

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter For those of you who might be looking for ways to generate more awareness and conversations, generating new content may not be your only option. It makes sense to use other social media outlets as a way to get your existing messages out. To achieve higher reader engagement you need to know your audience, their habits and pain points. Different social media outlets reach people differently. So whether you're looking to repurpose existing data or convert outdated info, consider delivering them in smaller bite size pieces using alternative avenues. 10852read more >

Do you have Relevant Content to Support Your Sales Team?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter Sales and marketing need to work closer together make the selling process better. Marketing departments that create great content but don't share it with the sales force are missing opportunities. Yes, it's important to get it out on the blog and other social media avenues but your sales force doesn't always have access to or are aware of what's up there. Sales is looking for support in the selling cycle no matter how simple or complicated the sales funnel is. This chart from emarketer.com illustrates that point. Well-produced and -managed marketing content sets up awareness, creates demand and enables sales. Here are some key takeaways on how marketing departments can use content for sales support: 10571read more >

Brand – maybe even more important than you think

By Chris Ilcin, Account Superintendent, Sonnhalter I’m addicted to TEDTalks. If you don’t know what they are, here’s a primer from their website. “TED is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks (18 minutes or less). TED began in 1984 as a conference where Technology, Entertainment and Design converged, and today covers almost all topics — from science to business to global issues — in more than 100 languages. Meanwhile, independently run TEDx events help share ideas in communities around the world.” Part of this initiative is a weekly radio program that takes a look at a theme through insights from several TEDTalks, called the TED Radio Hour. They recently had an episode dedicated to Value, Brand and how our brains process the “worth” of something. Turns out, it’s all way more subjective that you may think. Every day you assign value to a thousand things without ever thinking about it. How? What biases come into play, and what can nudge those biases so much that you notice that you’re being manipulated? And can you even use that realization to your benefit? And that’s the line great content marketing should straddle. Yes, at the end of the day you are trying to push the customer towards your product, and a consumer should realize that as well. But if the content itself still provides useful information, or is packaged in a way that acknowledges that transaction, it can still be beneficial. 10315read more >

Email Delivers Strong ROI to B-to-B Marketers

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter Recent studies have shown that email audiences are growing, are more engaged and are increasingly mobile. I recently read an article in eMarketer saying that not only is email the preferred method of communicating with potentials, but the ROI is 122%, more than four times higher than other marketing formats.   10412read more >

Turn Email Prospects Into Loyal Customers

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter We've talked a lot in this blog on how important a good email list is and how to develop one. By nurturing the email subscribers, you take them through your sales funnel. You need to start building a good trustworthy relationship and it should start soon after the contact comes into your database. 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. Remember, contractors need to know, like and trust you before any meaningful dialog will start. Here are some tips to building a better list of contractors and tradesmen: 10414read more >

Time (and Advertising) Stops for No One

By Chris Ilcin, Account Superintendent, Sonnhalter That’s one of my favorite quotes. Not because I’m in marketing and advertising, but because it dispels one of the biggest myths about manufacturers. That is: All manufacturers are engineering and sales driven, and advertising is an afterthought, or a “necessary evil.” Henry Ford wasn’t just any old manufacturer. He transformed not only American manufacturing, but revolutionized manufacturing processes. He changed the way we live. His streamlined assembly line could churn out a Model T every 24 seconds. As summer winds down, it’s worth noting that he’s partially responsible for all the grilling you did as well. 10313read more >

3 Tips for Improving New Product Rollouts

Today we have a guest post from Alan Sipe, President of Toolbox sales and consulting. Alan has over 40 years of experience including Sr. VP of Sales and Marketing for Klein Tools and President of Knipex Tools. His insights in selling through various distribution channels and professional contractors are invaluable. Alan can be reached at alansipe@gmail.com. So, why isn’t your new Super-Duper Widget selling? Your Research Department talked to your users and found a need. Product Development and Design took that information and developed the world’s best Super-Duper Widget. Marketing put together literature and an excellent introduction display and sales package. Sales developed a forecast and Production has plenty of Super-Duper Widgets in stock. Literature, samples, promotional material and quotas went out to your Manufacturer’s Representatives ... right on time. Now you only have one little problem … your fabulous new Super-Duper Widgets are not selling into distribution at anywhere near projections. You did everything right … Right? There is a mistaken opinion that as soon as you give someone the title salesperson they immediately are professional Super-Duper Widget salespeople … you couldn’t be more wrong! Whether your sales staff is your own or if you use independent reps. Here are some things to consider: The first thing to consider (no matter what they tell you)is that as a Manufacturer’s Representative they represent many lines and no one can intuitively be an expert in all things. Mary may be an excellent salesperson and has great relationships with all her customers and gets good repeat orders but doesn’t do well with new products. 10312read more >

6 CRM Best Practices

Today we have a guest post from Russ Hill, Founder and CEO of Ultimate Lead Systems. With a couple of decades of experience helping companies with their B2B sales lead management and CRM programs, 6 Best Practices have revealed themselves that I would like to share. I’ve witnessed companies succeed and increase sales by diligently applying these practices. I’ve also seen organizations waste thousands of marketing dollars and lose thousands of dollars in sales opportunities by ignoring these practices. If you are serious about improving your sales and marketing ROI, these practices will lead you to some big wins. 1. Get your sales and marketing teams on the same page First of all, Sales and Marketing need to re-think how they fundamentally interact. They frequently operate in their own “silos.” They need to learn how to support each other to release their inherent synergy to increase sales. Customers are rarely ready to sign a purchase order when reps first call. And reps are usually not present when the purchasing decision is made. Thus, today’s marketing programs need to nurture buyers throughout their buying process and notify the rep when a buyer is ready to engage. Marketers must send the right messages out at the right time that appeal to all of the buying influences. And the sales person must make multiple calls on the right people to further cultivate the relationship. It is a team selling approach. Everyone has a role and responsibility. Industry research shows that buyers are 60% into their buying process before they engage your company or sales person, so it’s crucial to have sales and marketing working together. 10106read more >

Why Interactive Content Matters when Reaching the Professional Tradesman

Interactive content will help you accomplish these goals. Contractors love to watch videos (both instructional and entertaining), they are always available to give you their opinions (polls) and they want to show you how smart they are (quizzes). Now not all your content has to be interactive, but I think you'll find that the content that will get the best play (read and shared) will revolve around interactive content.read more >

Are You Using Brand Advocacy in Reaching Contractors ?

Let’s face it, in an ideal world we’d all want our customers to love us! We all know that’s not going to happen, but I’ll bet you might have more advocates for your brand than you think. Why are brand advocates important? Studies show that people rely on peer recommendations and reviews before purchasing goods. Contractors are no different, especially if you’re introducing a new product or application they haven’t used or seen before. They certainly don’t want to be the first to try something.read more >

Challenges Facing the Industrial Distributor Today

While the economy is their biggest concern,it's one they have little control over it. Truth be know I don't believe the industrial segment of the market ever got back to levels pre-2008. Sales and margins are down(Show me a business that doesn't have similar issues) and that's a natural reaction when sales drop you try to protect existing business and the easiest way of doing that is lowering prices.Distributors can sometimes be their own worst enemies, Sell value not price.read more >

Contractor Email List – Do You Have One?

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.read more >

8 Tips on How to Connect with Contractors

Building relationships with contractors is no different. It can't be a one-way street when everything you talk about is trying to sell them something. You'd get a lot farther if you were looking out for their best interest and helping them solve problems or do things better so they can make more money.read more >

Contractors: Do You Know How to Connect With Them and Stay Connected?

Manufacturers who focus on contractors and professional tradesmen need to understand who they are and what makes them tick. They need to spend less time selling and more time solving the contractors problems .Contractors buy stories before they buy stuff. If you're trying to establish a long-term relationship, the contractor needs to know, like and trust you first. It's like any friendship; it develops over time and the relationship is mutually beneficial to both sides.read more >

Why Content Marketing Can Work for You

Guest post by Amanda Subler, Public Relations & Media Manager for Content Marketing Institute (CMI) Last year I traveled the U.S and Europe producing a documentary about content marketing for my company Content Marketing Institute. We visited Moline, Illinois the home of John Deere. We traveled to Washington D.C., to visit Marriott’s Global Headquarters. We went to Salt Lake City to visit Blendtec, the home of one of the largest blender manufacturers in the world. (Ever heard of Will it Blend? YouTube videos?) We even flew all the way to Denmark, to see how one of the country’s largest banks is transforming financial television. But one of my favorite trips was to Warsaw, Virginia, where a little fiberglass pool seller used content marketing to not only save their business, but gain international fame and even go from selling to manufacturing their own pools. Marcus Sheridan and his partners at River Pools and Spas were in big trouble when the recession hit in 2008. Suddenly, (no big surprise) no one wanted to buy pools anymore. For three straight months, they were overdrawn on their bank account. As Marcus says, he didn’t know what they were going to do. “Every consultant I talked to told me to close our business.” That’s when Marcus discovered “content marketing.” The first thing he did was write down every single question he and his partners had ever gotten from a prospect or customer. Then they committed to answering every single question in blog format consistently on their website. He even answered the one question every single pool sales person is afraid to answer until they are sitting face-to-face in your living room: How much does a fiberglass pool actually cost? That single blog post has received well over 2 million views. By consistently answering every single…read more >

Banner Ads: Less is More

By Scott Bessell, Idea Builder, Sonnhalter It must have been a “data jockey” who allocated the minimal, odd-ball spaces on websites for what are known as banner ads. Message purveyors have the challenge then to effectively communicate messaging within the confines of 320x50 pixels or the endearing long and thin 120 x 600. It’s as if they (the space allocators) didn’t want ads on the site to begin with! Clearly a necessary evil. Well, hail capitalism! Banner ads are what make the web (afford) to go around! So, the challenge is what do you say and show in such cramped spaces? Looking keenly at what is being done lately, I’ve taken some cues from the retail side of the creative craft. I’ve noticed that, for the most part, when consumer product is being presented they usually offer up only ONE saleable feature. This soap gets you cleaner, this car is faster, this food makes you healthier, this candidate will solve this problem. You get the picture. Serve me up your best. If I’m interested I’ll follow through and get the details. Those examples offer ONE thing they want you to digest and act upon. I am asked too many times to try and get as much information into these tiny limited spaces as possible—even when it’s not possible. If I may, how many times are you drawn to the blabber mouth at a party? Tune them out right? Same thing! As with all other mediums, banner ads must be created with their limits in mind. Whether the ad is static or animated, it’s crucial to minimize content since you’re dealing with minimal space. You may have heard the saying about fitting so many pounds of something into a much smaller capacity container. Gallery images via moat.comread more >

How to Get the Most Accurate Estimate

By Robin Heike, Production Foreman, Sonnhalter Estimates are crucial in planning your budget, they are a statement of the approximate charge for work to be done, submitted by a business firm ready to undertake the work. In order to get a more accurate approximate estimate, you’ll need to provide the following: A detailed list of what the end “product” is expected to be or what you want to accomplish. This lets us know what you want and helps us stay on the same page. Any and all support info at the time of the estimate. It can be difficult to build changes into an estimate, so providing everything you can when the estimate is requested helps you get the most accurate estimate. A timeline that provides for adequate time to complete the work. Estimates are calculations of what time/monies will be needed to fill a blank page. Just like filling this blank page it is not always that easy!read more >

Go Hands-On for Quality Trade Show Interactions

By Matt Sonnhalter, Vision Architect, Sonnhalter One of the most underutilized components implemented by exhibitors at trade shows is the “hands on” demonstration of their product/solution. Professional tradespeople make their living working with their hands, so it should not be a surprise “hands on” product demonstrations are a favorite for this audience. Typically trade shows like to talk about the quantitative stats…number of attendees, number of exhibitors and number of speakers. But instead of focusing on the number of people walking up and down the aisles and attending these shows, maybe we should be focusing more on the quality of the interactions between trade show attendees and the exhibitors. One of the more effective quality interactions would be the “hands on” product demonstrations and skills competitions at trade shows. In general, booths that have some sort of demonstration/activity for their product tend to have more traffic and activity. The first quarter of the year tends to be a busy time for trade shows targeting the professional tradesperson. I recently attended the World of Concrete Show and was amazed at the number of hands on areas. The parking lots of the Las Vegas Convention Center were packed with manufacturer tents highlighting “hands on” demos with everything from cutting and drilling, to polishing and breaking up concrete. In another parking lot across from the convention there were as many as 4,000 spectators in attendance to watch a number of masonry skills contests, including the SPEC MIX BRICKLAYER 500, SPEC MIX TOUGHEST TENDER, MCAA Masonry Skills Challenge and the MCAA Fastest Trowel on the Block. It was amazing to see the passion, enthusiasm and support shown by the attendees watching these tradespeople showcase their skills! All of these areas outside the convention center consistently had more active traffic compared to the normal booths inside…read more >

Manufacturers – What is your Biggest Concern?

I guess it would be getting new customers and keeping existing ones. An effective customer experience starts with understanding your customer and then delivering good, meaningful content to them. The more positive the experience, the better the sales or so it would seem. This could be a challenge in today's market where sales have turned from relationship-based to transactional-type sales.read more >

What’s the Future of the Independent Distributor?

I've addressed this issue in the past and as time goes on but I'm afraid the independent distributor may be following the way of the corner hardware store. Distributors need to step it up a notch!Long before Grainger, Fastenal, Home Depot and the thing they call the Internet, the local industrial distributor was the backbone to local manufacturers and businessesread more >

Don’t Miss the Marketing Summit for Building Material Manufacturers

I'll be one of the guest speakers at the Whizard Summit in Boulder, Colorado in April. Mark Mitchell, CEO of Wizard Strategy, has put together a jam-packed 2-day conference for manufacturers of building materials on ways they can address issues with architects, builders and contractors. Here is a taste of what you’ll learn step-by-step in this two-day event packed with insights and strategies you can use immediately to generate sales.read more >

5 Ways to Boost Audience Engagement in the Digital Age

In 2015, it’s anything but a surprise that social media has completely revolutionized how companies, agencies and organizations connect with their audiences. Many companies utilize these services to build transparency, inform customers of new products and to keep their audiences in the loop on any day-to-day updates and promotions. While we’ve all seen organizations curate pages on Facebook and Twitter, here’s a look at some newer ways companies are maximizing visibility and profitability through social media.read more >

Seven Mistakes to Avoid in your Content Strategy

Every construction company with an online presence feels the pressure to create consistent, high-quality content. When done properly, it represents a great way to generate site traffic, build brand awareness and demonstrate your expertise to the world. Every blog post, article and other piece of content you generate is an opportunity to plant seeds that could eventually blossom into a steady stream of viable leads. Are you doing it right? Here are the seven mistakes to avoid in your content strategy.read more >

Think Outside (Your) Box

Ask yourself and a few other people in your organization to name your top-selling product. If anyone answers with a product number, you’re doing it wrong. Don’t think like your catalog or even your current customers. Think like the customer you don’t have yet.read more >

Reaching Professional Tradesman: Why Content Marketing Works When Advertising Might Not

Contractors and professional tradesman often don't have time to read the latest trade publication or look at the magazines' website on a regular basis and might miss your message. Chances are, unless you only make one product, their interest at any given time may be on another product.read more >

Be the Resource

“Content Marketing” has been a buzzword for a few years now, and quite frankly, it can be a confusing term to translate to your everyday marketing strategy. But for manufacturers, it all boils down to one simple sentence: Be a resource.read more >

What is a QR Code?

Quick Response (QR) codes seem to be everywhere. They can be a great tool in mobile marketing if you use them correctly. In the latest video in Sonnhalter's Marketing Minute series, Matt shares some ways to use QR codes effectively to reach a mobile audience.read more >

B-to-B Marketers: Why it takes more than three calls to make a sale

We’re all focused on generating more leads these days, but I find it ironic that most companies don’t do much with them once they get them. Simply fulfilling a request is not the answer, but yet many companies do just that. According to a survey of people who have requested info suggests that 80% of all sales are made on or after the third contact.read more >

4 Tips for B2B Social Media Success

It’s no secret that social media has become the major player in marketing, but with all the hype, there are still companies not ready to step up to the plate. In the beginning, business-to-consumer companies were reaping all the benefits of social media. Consumers were attracted to the informality of engaging with their favorite brands one on one. However, recently business-to-business companies have started to pay attention to the benefits of using social media.read more >

5 Tips for Ordering Promotional Items

By Robin Heike, Production Foreman at Sonnhalter Promotional items can serve a variety of purposes such as adding the “rattle factor” to a direct mail marketing campaign or being a keepsake to commemorate an award. From sourcing small items such as logoed sunglasses, to larger items like commemorative beer steins, here are a few tips to keep in mind next time you need to order a promotional item: Get quotes from 3-4 sources. Not only does this help you find the best price, but it gives you extra options if the first supplier or product falls through. Get a sample, even if you have to pay for it, prior to ordering. This will ensure you found the right source for the right item. No one wants to trash an order of 100, 1,000 or 10,000 promo items that arrive and are not what you expected. Get custom packaging if you’re shipping out a promotional mailing with breakables. No one wants to receive a broken item. Build in time for damaged or lost shipments. If possible, order extras. This is very important if you’re ordering from an overseas location. Probably the most important tip: Give yourself as much extra time as possible to account for any delays.read more >

What is a creative brief?

Do you use a creative brief to guide your marketing plan? In the most recent Marketing Minute video from Sonnhalter, Matt explains what this useful marketing tool is and the 11 elements that Sonnhalter's creative briefs include. To view other videos from Sonnhalter, visit our YouTube channel here.read more >

Do you Participate in LinkedIn Groups? Why not?

LinkedIn certainly is the most popular social site for professionals with over 347 million people participating. Certainly there must be someone in that mix you'd like to talk to. It's a great resource for product and industry knowledge, especially if you identify, join and participate in groups that share your same interests.read more >