Manufacturers: Help Your Contractors Have Online Success

Many contractors have trouble navigating the digital scene. Here are tips that you can share with them to help them get noticed and sell more of your stuff!   Contractor's Online Success Strategy: Get Listed on These Four Websites For service-providing businesses, like contracting companies, greater online visibility can almost immediately bring more business. People’s primary way of finding somebody to do a job for them is by doing quick online research. In order to increase your chance of being found online, one of the simplest things you can do is get listed on websites for contractor services. Here are some websites worth considering. HomeAdvisor HomeAdvisor.com With over 487,000 likes on Facebook, 26,200 followers on Instagram and more than 40,400 followers on Twitter, HomeAdvisor is one of the most popular websites for home service professionals. HomeAdvisor’s web platform is extremely user-friendly. There is a very wide array of home improvement categories to choose from. Homeowners pick one, describe their needs and they get matched with up to four professionals. They can also read reviews of a particular contractor’s services. HomeAdvisor offers contractors a robust, user-friendly system that lets you categorize and organize your leads, keep track of communications, and connect with prospects via phone or email with the touch of a button. Its mobile app lets you take these tools on the road to help you stay on top of your pipeline. CraftJack CraftJack.com CraftJack is a very versatile web tool which allows you to do a lot more than just get listed in a search directory. CraftJack works much like a social network but one geared exclusively towards contractors. Each contractor has a unique profile page, which they can use to promote their business. You can use it to showcase your finished work by posting photos and videos. Plus, the page…read more >

Old or New: School is Back in Session

By Chris Ilcin, Account Superintendent There are still some hot days to get through, but Labor Day is fast approaching and most schools are back in session. So make sure you stop for busses, keep an eye out for kids and stop worrying about chasing the latest marketing craze. Wait, what? This is the perfect time of year to reassess what school your marketing efforts are going to. Are you “Old School,” still utilizing print, convinced social media is just a craze and missing printed catalogs? Or are you “New School,” only marketing to mobile, boiling your message down to 140 characters and laughing at the dinosaurs amongst you? Guess what: it doesn’t matter. Because in the end, what will make any and all of those marketing tactics succeed or fail is what you bring to it – a personal touch. Old School Personal Touches Print Ads – Make sure your advertising isn’t just a product catalog and includes a call to action, such as a dedicated phone number or website. This will be your best way to gauge ROI and allow you to make a personal connection with people who respond to your ad. Catalogs – Be smart with distribution. Don’t just dump them in a distributor's office or on a table at a trade show. Offer them on your website and free upon request. Just make sure you have a plan to follow up and utilize the customer info you get in return. 13934read more >

It’s as Much a Goal as a Game — The Annual “Big Game” Ad Review

By Chris Ilcin, Account Superintendent, Sonnhalter Hi Sports Blog Fans, time for the annual Sonnhalter Super Bowl, er I mean “Big Game” ad review. As with past years, it’s not on time or really about the ads, but rather the marketing lessons manufacturers can take from all the hoopla. This year, let’s look at the three main types of ads, and the pros and cons of each. 1) The Big Build Up This is the type of ad campaign where there’s a buildup, or teasers dropped across different channels that all build up to a big “event” ad during the game. This year’s best example is the Crocodile Dundee movie campaign that wasn’t. Instead it was all just a build up to a new campaign for Australian Tourism. Pros – Gives your entire message a framework and direction. Sets the tone and content for everything to come for a good long while. Cons – It works if you’re a country or a well-defined brand. If you don’t have a clear, concise message (or lots of beaches that aren’t going anywhere) and the intestinal fortitude to stick with it past the fourth quarter, you’re throwing away money. 2) The Big Splash This is the type of ad that seeks to surprise, jar your expectations, or thumb its nose at traditions. It also only typically works during the game. It’s there to cause a splash and get attention right then and there. For this example, let’s look at what I think was the worst example. For me that would be the Chris Pratt Michelob Ultra commercial. Sure, the setup is kind of funny, the famous actor thinks he’s landed the role of a lifetime in a beer commercial, only to find out he’s an extra. That part is fine, but the second…read more >

Marketing 101 for Manufacturers

I recently had the privilege of co-presenting a “Marketing 101 for Manufacturers” seminar for MAGNET (Manufacturing Advocacy & Growth Network) with a colleague of mine, Sage Lewis, president of SageRock. You can see the full presentation here, but I want to focus on one of the closing slides of this presentation, “10 Key Factors for Successful Marketing Programs.”read more >