Even During a Pandemic, Influencers in the Trades Build On: Part Three

By Andrew Poulsen, Content Engineer, Sonnhalter With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement. One of these content creators is Dustin Henson, owner of Rustic Customs Woodshop. Based out of Texas, Dustin primarily makes custom wood projects for customers, such as barn doors, dining room tables and built-in shelving units. On Instagram, Dustin is a very active voice in the woodworking and DIY communities, where he shares his projects and woodworking tips to his more than 13,000 Instagram followers. Sonnhalter spoke with Dustin to learn more about how the pandemic has affected his personal and professional life, the nature of the content he creates and some of the positives he has experienced while staying home with his wife and kids. Sonnhalter: What were some of the initial changes you noticed in your personal and professional life when the pandemic started? Dustin Henson: In my personal life, I think it’s obvious. It’s been nice spending time with the family, but I think being stuck in the house has us ready to strangle each other. [laughs] Professionally, I was already booked two or three months ahead of time, so it hadn’t slowed down my business yet. I just don’t have as many new projects coming in. Probably about 90% of my stuff is barn doors or custom-built furniture for houses, where I have to go out and visit the homes to measure…read more >

Even During a Pandemic, Influencers in the Trades Build On: Part Two

By Andrew Poulsen, Content Engineer, Sonnhalter With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement. Sarah Listi, who runs Tool Girl’s Garage, is one of Instagram’s leading voices in the woodworking, home improvement and DIY communities. Based out of Texas, Sarah is a full-time tool reviewer, builder and all-around storyteller who has partnered with some of the industry’s biggest brands and built a loyal following of more than 51,000 Instagram followers. Sonnhalter spoke with Sarah to learn more about how the pandemic has affected her personal and professional life, the content she creates and how the situation has affected her brand partners and the online community at large. Sonnhalter: How has it been trying to create content in the midst of the pandemic? Sarah Listi: There is a lot of fear and concern out there, so I try to generate content that is useful and positive. There is that feeling of, and I don’t want to say “obligation,” but you want to put out positive content when things are going on that are difficult to escape. This is a hard time. It’s weighing on everybody. So, I’m trying to stay positive and focus on what the content is meant to do, whether it’s meant to inspire, bring positivity or just be funny or irreverent. What have been some of the challenges for you and how have you overcome them? Trying to…read more >

Even During a Pandemic, Influencers in the Trades Build On: Part One

by Andrew Poulsen, Content Engineer, Sonnhalter With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement. One of the leaders in this online community of DIYers and woodworkers is Rob Rein of Ginger Woodworks. Based in Grand Island, New York, located north of Buffalo and south of Niagara Falls, Rob is a full-time social worker during the day and a practicing woodworker and DIYer to his nearly 80,000 Instagram followers during all the hours in between. Sonnhalter spoke with Rob to learn more about how the pandemic has affected and influenced him, his content and his online community at large. Sonnhalter: When the pandemic crisis began in the U.S., how did you initially respond? Rob Rein, Ginger Woodworks: Initially, I saw it as, “How are we going to balance this new routine, but also be productive?” So, I went out and bought all the supplies I needed to finish all the projects in the house. All of us have projects we get into and they get left behind because the next project happens and it all just snowballs. We grabbed everything for some projects we needed to finish and had a staged setup ready to go. I wasn’t going to let the time be wasted. Have there been any unexpected benefits or positive experiences with your time at home? With my kids, they are always busy, but with all that stuff no…read more >

Sonnhalter Promotes Andrew Poulsen to Content Engineer

Sonnhalter promotes Poulsen from his role as public relations technician with the company. CLEVELAND – March 2020 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, promoted Andrew Poulsen from public relations technician to content engineer. In this new position, Poulsen is responsible for development and management of Sonnhalter’s public relations and creative copy for both the agency and its clients. His copy responsibilities include press releases, feature articles, blog posts, e-blasts, social media posts, print ads, digital ads and more. Additionally, Poulsen will uphold his previous duties of developing client publicity programs, conducting media and influencer relations, maintaining day-to-day contact with clients and other essential public relations functions. “Over the past five years, Andrew has shown tremendous growth in his ability to write effective and strategic copy tailored to our business-to-trade niche,” said Matt Sonnhalter, vision architect at Sonnhalter. “Sonnhalter is excited for Andrew to expand his role and bring his strong copywriting skills to the creative side, where he will then be an even greater asset to our agency and the clients alike.” Prior to joining Sonnhalter in 2015, Poulsen worked as a writer for various print publications. He was previously an intern for Billboard, and his work has appeared on Billboard.com and in Ohio Magazine, Cleveland Magazine, Fresh Water Cleveland and many other publications. Poulsen is currently a member of the Greater Cleveland chapter of PRSA. Poulsen earned a bachelor’s degree in journalism from Ohio University, located in Athens, Ohio.   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…read more >

Benefits and Challenges of Unpaid Influencer Partnerships

by Andrew Poulsen, Content Engineer, Sonnhalter Lately, we have seen tremendous growth in the number of influencers in the trades. In fact, it has grown so much so that Sonnhalter clients are forming partnerships and relationships with these influencers much in the same way we would with traditional media. What defines an influencer can sometimes be broad, so there are categories like “micro-influencer” and “nano-influencer” that distinguish these social media content creators by the size of their audience. Many influencers make a full-time living by working with brands to make sponsored content that involves financial compensation. However, there are plenty of influencers who are slightly less established and are looking to start a relationship with a brand and are willing to make content in exchange for free product and cross promotional opportunities. Since the company is only sending product samples, unpaid influencer partnerships are great for increasing brand awareness and social media numbers when you have a limited marketing budget. Below is a real-world example that outlines some of the pros and cons of unpaid influencer partnerships. The Origin of the Campaign One of our clients had a strong reputation overseas as one of the leading manufacturers of spirit levels, laser levels, and layout tools, marking and measuring tools, but had yet to make a major splash in the U.S. We had experienced a decent amount of success in getting this client featured in many key trade publications, but with the rise of influencer marketing in the woodworking, construction and DIY markets, we thought we could gain more traction with our time by exploring this new, grassroots approach. We wanted a better method for conveying the client’s product ingenuity in a way that was more interactive and visual. We figured that the quickest way to grab the attention and build…read more >

Finding Common Ground within the “Millennial Mindset”

By Andrew Poulsen, Content Engineer, Sonnhalter “Millennial Mindset,” hosted by Walsh University faculty members Ron Scott and Amanda Gradisek, is a podcast that pairs Baby Boomers or Generation Xers with Millennials who work in a particular field and tries to find common ground and understanding between the two generations. As Millennials continue to increase the size of their footprint in the modern workplace, there has been a decent amount of pushback and skepticism from older generations who maybe struggle to see the value in what Millennials bring to a company. Millennial Mindset helps show the parallels between the professional journeys of both generations and how they can help each other succeed.   Earlier this year, I sat down with Ron and Amanda to discuss my journey and how it led me to working in public relations for a creative agency. For this episode, Ron and Amanda also spoke with Brian Brinkman, a graphic designer of more than 25 years who runs his own agency in Canton, Ohio, OnTheBrinkCreative. While the two of us work in different disciplines and come from different generations, there was certainly a lot of overlap in our career paths and what we value in our respective professions. I encourage you to listen to the entire episode yourself, but here are three major takeaways I had after listening back to our conversations with Ron and Amanda. Having an open mind can allow you to be an artist without being a “starving artist.” After graduating from Ohio University with a degree in journalism, I initially had my heart set on moving to a big city and taking a job at a newspaper or magazine where I would write about exciting things like rock and roll, art, movies and politics. 15115read more >

Getting the Most Out of Your Company’s Instagram Account (Part 2)

By Andrew Poulsen, Content Engineer, Sonnhalter Last summer, we published a blog that outlined some of the best practices for running an Instagram account for your company. Since then, Instagram has grown to be arguably the most useful social media tool for the trades. If you’re still new to Instagram, we encourage you to go back and read the blog and some of the basics for getting your account started. Say you’ve set everything up, posted some cool product shots, gained a respectable number of followers and have a pretty good understanding for how the app functions. The next step is to take advantage of some of Instagram’s more advanced features and strategies that can improve your ROI, grow your number of followers and increase your brand’s visibility. Here are a few things to consider incorporating into your Instagram strategy moving forward. Influencer Marketing One of the fastest-growing marketing strategies on social media, particularly Instagram, is what’s known as “influencer marketing.” Influencer marketing is when brands collaborate with opinion leaders in an online community, known as “influencers,” to create content that endorses a product. This collaboration is typically done for a monetary fee, free products or a combination of both. What that content looks like varies between influencers and is usually negotiable. Content can range from a static shot of the product with a written review, to photos or videos of the product being used in the field or for building something in a workshop. Finding the right influencers in your target audience can build credibility by using a trusted source in the community and, thus, increase sales. Like the online forums of the past, professional tradesmen use Instagram to be a part of a bigger community within their trade, and these influencers are often considered leaders within these communities…read more >

How Effective is Your Social Media Strategy in Reaching the Professional Tradesman?

By Andrew Poulsen, Content Engineer, Sonnhalter Social media has been an essential cog in every consumer brand’s marketing machine for more than a decade, but manufacturers in the trade industries have been slow to embrace the many marketing advantages that come with social media. I believe this comes from the perception that social media had originally only targeted the younger generations, and with the average age of the professional tradesmen skewing higher and higher, these manufacturers felt more comfortable using more traditional methods with their marketing dollars. However, with Facebook and Twitter both grossing hundreds of millions of users, it quickly became clear that almost any brand had customers and prospective customers on these platforms. While many companies in the trades have adapted and are actively using Facebook and Twitter to connect and engage with its audience, there are plenty of other digital and social platforms whose features can be useful to companies in these industries. And with only so much time, effort and money available, brands should examine all of these platforms and their potential and effectiveness in reaching the professional tradesman. Here is a rundown of some of the most popular social and digital tools out there, how they help reach the professional tradesman and how well they do it. Facebook Despite its well-documented PR hiccups, Facebook still casts a wider net than any other social media network…for now. Facebook has more than two billion users, and there are more than 65 million businesses using Facebook Pages. Because of the sheer volume of users, every company should be on Facebook to regularly promote new products, announce trade show appearances, share positive media coverage and company news, etc. 14843read more >

Best Practices for Dealing with Negative Feedback on Social Media

By Andrew Poulsen, Public Relations Technician, Sonnhalter When social media was in its dinosaur days, the technology’s potential seemingly capped out at reconnecting with old friends who live abroad, or more commonly, sharing with your peers that you were having a taco salad for lunch. Few would’ve predicted that social media would become not just a helpful, but an essential tool for companies to connect with customers in ways that are faster, easier, cheaper and more personal than almost any other asset within a marketing strategy. Social media allows companies to speak with customers directly and display trust and accountability in ways that did not exist 20 years ago. However, for companies new to these platforms or unfamiliar with the volatile nature of Internet commenters, seeing countless strangers saying hurtful and profane things about your products or services in real time can be jarring, if not infuriating. Uncomfortable as it may be, these kinds of comments are inevitable. Even the most beloved brands in the world have comment sections filled with negativity from disgruntled commenters and trolls. The reality is that there is no way to avoid negative comments and reviews, but by internalizing some of these best practices, you can learn how to maintain an even keel and turn some of these upset commenters into lifelong customers. Be quick to respond, even if you don’t have an immediate answer Customers who leave negative feedback are often coming from a place of disappointment or unmet expectations. The last thing you want to do is make them feel like you are avoiding them or as if their opinion doesn’t matter. If someone comments on an issue they have with your business, publicly reply to the comment immediately, even if it is just to say, “Can you please email or message us…read more >

Sonnhalter and Viega Honored with PRSA Rocks Award

Marketing communications firm wins silver award in the “feature article” category for its article on the subject of water quality. CLEVELAND – May 2019 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, received a silver award in the “feature article” category at the 16th Annual Public Relations Society of America’s (PRSA) Cleveland Rocks Awards competition. The feature article, “Go with the Flow: Best Practices for Maintaining Water Movement in Plumbing Systems,” was written in collaboration with Viega, a leading manufacturer of pipe fitting installation technology. In 2018, Sonnhalter targeted and reached out to a top trade publication in the plumbing industry and pitched a feature article on the subject of water quality. Once accepted, Sonnhalter interviewed and collaborated with Viega personnel to develop an article that focused on how to reduce the spreading of water system-related illnesses. The winning feature article outlined a number of best practices for maintaining water flow and temperature with the intention of informing plumbing system designers and installers of some of the new ways to combat the risk of waterborne diseases. 14605read more >

3 Ways PR Can Contribute to Your SEO Strategy

By Andrew Poulsen, PR Technician, Sonnhalter You can have the most beautiful website to ever exist, or have a smooth e-commerce system that buyers will love, but if they don’t find you, is it worth it? First and foremost, make sure you’ve got your site setup with SEO in mind. Create the appropriate tags and optimize your other settings... especially make sure your site is turned ON for search engine indexing. After that, strengthen your SEO with content and PR. At Sonnhalter, PR encompasses traditional public relations and media relations, as well as social media and content strategy and development. Generally speaking, PR elevates your brand. When your brand is elevated, your search engine rankings benefit. Here are just three ways that PR can contribute to your SEO strategy: 13728read 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 >