How the Trade Media is Adjusting to the “New Normal” of COVID-19: A Conversation with SGC Horizon Media

By Matt Sonnhalter, Vision Architect As we are all challenged with navigating our businesses through the realities of COVID-19, we’ve noticed that a number of the trade media have been nimble in responding to the “New Normal.” We had the opportunity to speak with several publishers in our B2T (business-to-trades) industry to learn how they were adapting to this new environment. The following is part four of our five-part series. SGC Horizon is a leading diversified media, content, marketing, data and events company serving the residential and commercial design and construction markets. The company has a collection of leading publication brands, including ProBuilder, Pro Remodeler, Building Design+Construction, Products, ProTradeCraft and Construction Equipment.   We spoke with Jeff Elliott, SGC Horizon Regional Sales Director and Principal. Since 2018, one of SGC Horizon’s key initiatives is ProCONNECT, a series of events that bring leading building industry professionals together with top building product manufacturers for a day-and-a-half of confidential one-on-one meetings to discuss upcoming projects and explore solutions. ProCONNECT is not just another trade show. ProCONNECT’s unique, one-on-one format and manageable size of up to 100 attendees and sponsors creates just the right environment for truly effective problem solving, high-level networking, and efficient use of attendees’ valuable time. “ProCONNECT is kind of like ‘speed dating’ between key target audiences of builders and building product manufacturers,” said Elliott. “Since we launched ProCONNECT, our 12 events have produced more than 5,000 one-on-one meetings.” Connecting Pros Virtually “When COVID-19 hit, we were in the midst of holding an in-person ProCONNECT event for the multifamily market,” said Elliott. “It was held right when the pandemic was starting, and only three people canceled. We received positive reactions with productive meetings and great leads.” Once the country started closing down and live events became impossible, SGC Horizon quickly responded…read more >

How the Trade Media is Adjusting to the “New Normal” of COVID-19: A Conversation with Babcox Media

By Matt Sonnhalter, Vision Architect As we are all challenged with navigating our businesses through the realities of COVID-19, we’ve noticed that a number of the trade media have been nimble in responding to the “new normal.” We had the opportunity to speak with several publishers in our B2T (business-to-trades) industry to learn how they were adapting to this new environment. Following is part two of our five-part series. Babcox Media is a business-to-business media and information services company serving the auto dealer, auto care, tire, performance, commercial trucking, powersports and enthusiast markets. Its 100-year heritage is built upon its commitment to connecting audiences with quality content and providing clients with results-oriented campaigns. It delivers content through various assets across all channels and platforms to engage its audience. We spoke with Sean Donohue, group publisher/vice president of sales at Babcox Media, where he oversees several brands, including AutoSuccess, Dealer Service, Motorcycle and Powersports News, BodyShop Business, Engine Builder, TechShop and Professional Car Washing and Detailing. Betting on Video … Even Before COVID-19 “Over the last 18 months, we’ve been making big bets on video, which is proving to be a good strategy,” said Donohue. “Eighty percent of content viewed online is video in today’s world.” As tools get more complicated—and cars get more intricate, technicians are using video as a key training resource to conduct their jobs. Video allows technicians to learn a lot more, a lot quicker. Since COVID-19, the demand for video has not slowed down at all, and, in fact, the video segment of its business has actually increased for Babcox Media. “Everybody’s at home and there is a desire to want more content, to learn, to see what’s new, to see what’s next, and to be able to do that quickly in a video format,” added…read more >
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