B-to-B Video is on the Rise: Are You Taking Advantage?

Does your company have a presence on YouTube? If not, consider these stats: 2 billion monthly active YouTube users 30 million daily active YouTube users 5 billion videos watched each day 500 hours of new videos are uploaded every minute 500 billion videos shared to date We’re a visual society and everyone loves to watch videos. Of B-to-B companies who are using videos, 80% of them reported positive results. From a manufacturing perspective, this should be a no-brainer. The key is to have a strategy and create compelling content. How-to videos, troubleshooting, new product launches are just a few that come to mind. Some of the biggest challenges many B-to-B firms face are lack of manpower and budgets, followed by creating compelling content. Videos don’t have to be long or be made into a Hollywood production. There are inexpensive cameras (including a recent iPhone) and simple editing software that enable most videos to be created in-house. The key is content. You must provide the viewer something he or she can use. Keep the message clear, to the point and short. Here’s an example of one of our Marketing Minutes:   According to a recent study by Demand Metric, the most important objectives of videos are: Certainly, these top three objectives fit into your marketing strategy. So, what are you doing about capitalizing videos to enhance your marketing efforts? If you like this post, you might want to read: Why Should You Use Short Videos to Attract Professional Tradesmen? 12 Tips for Effective Tradesman Videosread more >

How to Repurpose Content for Contractors

by Matt Sonnhalter, Vision Architect, 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 So whether you’re looking to repurpose existing data or convert outdated info, consider delivering them in smaller bite size pieces using alternative avenues. Looking for ideas on how to do this? This article in Social Media Examiner, “19 Tools to Create Social Media Content,” shows you ways to repackage existing material and use other social media outlets to get the message out. They outline several ways and give examples of tools to use. Here are some highlights that I think manufacturers could use in reaching the professional tradesman: Present your business via video. Tell your story, not the corporate one, but the one that talks about ways to come up with solutions to help contractors do their jobs better. Use infographics. They are 30 times more likely to be read than pure text. People like visuals and are more likely to share them. Convert long form content into slides. Use existing presentations and break them up into smaller groups. You can use them as PowerPoint presentations or there are programs that will easily allow you to incorporate animation. Use podcasts to share your voice. Podcasts are one of the fastest growing mediums for social media and it comes as no surprise. Interview contractors and talk about the newest technologies. I’m sure you can come up with a multitude of topics to cover.  read more >

Spring Clean Your Social Media

By Rosemarie Ascherl-Lenhard, PR Foreman Since the social media scene developed years ago, it’s become cluttered. There are accounts on all social platforms that sit, gathering dust for years. Do any of those accounts belong to you or your company? Thanks to Marie Kondo’s recent popularity, we’ve become obsessed with decluttering and organizing, so we thought it might be a good time of the year for a little spring cleaning of your social media. By now, most companies have several social media accounts that have been running for quite some time and even a few accounts that have shut down (Google+) or become less relevant as a social media platform (Flikr). It doesn’t take much time to conduct a quick audit of your social media platforms and get back on track, if you know what to do. Here are a few pointers to get you started. 14552read more >

Updated Alternative Energy Market Overview Now Available

Information on the alternative energy market, from key trade shows and industry associations, to training providers, codes and standards, industry publications, online resources and more.  At Sonnhalter, we pride ourselves on working only in the B2T, or Business-to-Tradesmen industry. And that means not only being up to date on what our clients are doing, but with their industries as well. To that end, we have developed comprehensive Market Overviews for relevant industries, and continually update them. Many of our clients know they need to get into the “green” arena but do not know how to approach it or how to bring value to the “green” market. Our updated, 28-page overview of the alternative energy industry (focusing on certain segments within the larger context) can be used as a means of educating and planning for the types of products and services needed in the future. The overview covers the following segments of the Alternative Energy market: • BioMass/BioFuels/BioProducts • Geothermal • Hydropower • Solar • Wind Please feel free to download, review and share, and if you have any questions, contact us. Sign up for our updated Sonnhalter Alternative Energy Market Overview here.read more >

Updated Construction Market Overview Now Available

Information on construction market trends, key trade shows, industry associations, buying groups, training providers, top distributors, industry publications, blogs, online forums and more.   At Sonnhalter, we pride ourselves on working only in the B2T, or Business-to-Tradesmen industry. And that means not only being up to date on what our clients are doing, but with their industries as well. To that end, we have developed comprehensive Market Overviews for relevant industries, and continually update them. Our latest update is for the Construction Market. Please feel free to download, review and share, and if you have any questions, contact us.   Sign up for our updated Sonnhalter Construction Market Overview here.  read more >

The Working Man’s Holiday

By Chris Ilcin, Account Superintendent, Sonnhalter As any salesman, engineer or manufacturer will tell you: marketing has it rough. Done laughing? Well, here at Sonnhalter, we added a new twist to our vacation plan. Our team members now get one extra day of vacation, no matter their time with the company. The catch? You have to take it on a B2T (Business-to-Trade) holiday. What’s that? As you’ve probably noticed from your social media feed, almost every day has some “official” holiday designation. National Left-Hander’s Day (August 13), National Look Up at the Sky Day (April 14), Cookie Cutter Week (December 1-7). But what you might not know is there are an abundance of days dedicated to the skilled trades, like: 11981read more >

Sonnhalter Announces Marketing Minute Video Series

Video series offers quick, easy-to-understand marketing advice on a variety of industry topics. CLEVELAND – November 2016 – Sonnhalter, a marketing communications firm to the professional tradesman in the construction, industrial and MRO markets, announced the release of its “Marketing Minute” video series. Hosted by Matt Sonnhalter, vision architect at Sonnhalter, the Marketing Minute video series offers short and concise pieces of marketing and business tips for organizations trying to reach professional tradesmen. Some of the topics covered in the video series include: “What is a USP?” “What is a Creative Brief?” “What is a QR Code?” “Is Print Dead?” “The Modern Press Release” “For many of us, the daily workload doesn’t leave much time in our busy schedules to learn about new trends happening within our industry,” said Matt Sonnhalter. “With the Marketing Minute series, our goal is to educate professionals on some of the latest industry happenings in a way that is fun, informative and concise.” To watch the Marketing Minute video series on YouTube, please visit this link. 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. #    #    #read more >

Time for a Checkup?

Let’s check your marketing vitals. We’re offering a thorough B2T Marketing Checkup allowing for an independent examination that helps you take your marketing program’s temperature and choose the right prescription for a healthy marketing communication program that reaches the professional tradesmen in the construction, industrial and MRO markets. We all see a doctor for checkups if we want to stay healthy, and we take our cars to the mechanic to keep them running smoothly. It’s about prevention. Bring your marketing program to Sonnhalter to get independent, third-party advice, recommendations and guidance on your current marketing plan. A win win if there ever was one. To get started on your company’s B2T Marketing Checkup, contact Matt Sonnhalter at 216.242.0420 x 132 or msonnhalter@sonnhalter.com.  read more >

Pick Our Brains

Ideas To Help Spark Your Marketing! Sonnhalter is offering a Half-Day Brainstorming Session to give you a new perspective and some fresh ideas. We’ll bring our idea people and meet with your team. Then, we’ll give you our recommendations in the form of new ideas that you can implement. The Steps: Pre-meeting questionnaire (20-minute phone interview). The interview will help determine your marketing priorities. Some possible questions: What keeps you up at night? What are your top 3 marketing priorities for next year? What new product launches are planned? Initial meeting. A half-day (morning or afternoon) meeting with our core team. We will come to the table with ideas on each of the key initiatives. On the day of the meeting, we will address your 3 top issues. Ideas from meeting and follow-up communication. Based on our meeting, we will provide our recommendations. These will include at least 3 ideas for each of the 3 key initiatives. If you implement one of these ideas with us, we will waive the $1,995 fee. Follow-up call. We will call you to discuss and evaluate our recommendations. Half a day will change the way you think about your marketing. Contact Matt Sonnhalter at 216.242.0420 x132 or msonnhalter@sonnhalter.com.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 >

Sonnhalter Releases Tradesmen Podcasts

Business-to-Tradesmen marketing communications firm creates podcasts sharing contractor perspectives on the contractor-manufacturer relationship. BEREA, Ohio – June 2014 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, releases two new podcasts interviewing professional tradesmen on their interaction with manufacturers. The first podcast, released May 7, features a conversation with Glen Ailport, owner of BSB Plumbing. Ailport has more than 30 years of plumbing experience and shared his thoughts on what would make relationships between contractors and manufacturers better, touching on the topics of supporting contractors, product training and how to connect with plumbing contractors. The second podcast, released June 3, features a conversation with Angelo Ferrante Jr., owner of A&F Home Improvements. Ferrante has nearly 40 years of home improvement experience and shared his opinions on improving manufacturer’s relationships with contractors, including the field support he’d like to see, application training and how manufacturers can better connect with home improvement contractors. “One of the best ways to know what your audience wants is to actually talk with them,” said Matt Sonnhalter, vision architect at Sonnhalter. “The point of these two new podcasts is to hear from contractors about their own interactions with manufacturers.”The podcasts are available at: http://sonnhalter.com/tradesman-insights/podcasts/ 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’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…read more >

Sonnhalter Adds Nissan Forklift Corporation To Its Client Base

BEREA, Ohio – July 2011 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, has recently added Nissan Forklift Corporation to its client base. Nissan Forklift Corporation, a wholly owned subsidiary of Nissan Motor Co. Ltd., designs, manufactures and supports a complete line of material handling equipment that delivers features resulting in greater dependability, higher productivity and lower operational costs. The company’s products range from industrial lift trucks, and pneumatic forklifts to pallet jacks, sit-down and stand-up counterbalanced forklifts to forklift parts and accessories. Sonnhalter will be helping Nissan Forklift with its public relations services. “The addition of Nissan Forklift is a testament of Sonnhalter’s diversified client base in the business-to-tradesmen market. We are excited to have Nissan Forklift join us,” said Matt Sonnhalter, vision architect at Sonnhalter. According to Steve Cianci, director, marketing & product management, Nissan Forklift, “We are looking forward to developing a strong partnership with the Sonnhalter team to support our internal marketing communications department as we continue to experience strong growth in market share.” Headquartered in Marengo, Ill., Nissan Forklift has a network of more than 100 authorized dealerships with over 225 locations across North, South and Latin America, as well as additional worldwide locations. For more information, visit http://unicarriersamericas.com/. Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. 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…read more >