10 Tips for Trade Show Marketing

Trade shows provide incredible opportunities for connecting with customers, developing relationships with the media and generating brand awareness for your company. The key to trade show marketing success is organization, proactive planning and comprehensive follow up.   In our latest Tip Sheet, we’ve laid out 10 strategies for making sure you’re taking full advantage of all the marketing opportunities associated with trade shows. Follow these tips, and you will be sure to maximize your company's trade show presence. You can sign up to download it here. Need help with your trade show marketing? Give us a call or email. And check out our other Tip Sheets here.read more >

Incorporating Case Studies Into Your Marketing Plan

Join Matt Sonnhalter for a "Marketing Minute" and learn tips for incorporating case studies into your company's marketing plan.   https://youtu.be/vHEEQgPuc_g To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there's a B2T marketing topic you'd like us to cover.read more >

Should Your Company Start a Blog?

Join Matt Sonnhalter for a "Marketing Minute" and learn the pros and cons of starting a blog as part of your company's marketing strategy.     https://www.youtube.com/watch?v=vhlFipdzA6w To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there's a B2T marketing topic you'd like us to cover.read more >

8 Tips for Making Customer Service a Priority in your Marketing

Think customer service isn’t an integral part of your marketing? Ask yourself the following questions: What part of your company do existing customers deal with the most? Have you ever avoided a business because of a negative remark a friend made? If the answer to both is yes, you’ve just seen how an effective customer service program is also your best marketing strategy.     Need more proof? In our latest Tip Sheet, we’ve laid out eight tips for making customer service a priority in your marketing efforts, and as always, it’s geared toward manufacturers, distributors and others in the B2T marketplace. You can sign up to download it for free here. Let us know what challenges you’ve had with customer service and check out our other tip sheets here.read more >

Making the Most of YouTube

By Chris Ilcin, Account Superintendent YouTube has become the prime research tool on the web. With a staggering breadth of content and connected communities for almost every niche, it’s definitely earned a place in your marketing efforts. If you don’t have a video program yet, check out articles here, here and here  on how to incorporate video. In the meantime, if video is already a part of your efforts, here are a few simple guidelines to making the most of the content you post: No Channel is an Island You can’t make your channel a one-sided affair. Make sure you get into as many “networks” as possible by subscribing to other channels, i.e. trade organizations, publications, online reviewers, people already using your products, etc. Engage Frequently Don’t be a passive subscriber. Like videos and comment, even if it’s just “great video.”  The more you put your channel out there, the more likely people are to find it. Forget Who You Are When it comes to video tags and descriptions, think like a potential customer, rather than as a salesperson. Don’t use product numbers or use common terms, instead, put yourself in the shoes of someone just starting a search, with no prior brand loyalty or knowledge of the industry, and then tag accordingly. 13777read more >

6 Ways to Make Sure You’re Using Multimedia Effectively

Multimedia can seem like another of those “marketing buzzwords.” But when it comes right down to it, the key is to effectively use images to tell your product’s or brand’s story, and it can be incredibly successful and easy. In our latest Tip Sheet, we’ve laid out 6 tips for integrating multimedia into your marketing efforts, and as always, it’s geared toward manufacturers, distributors and others in the B2T marketplace. You can sign up to download it for free here. Let us know what challenges you’ve had with integrating multimedia and check out our other tip sheets here.   SaveSaveread 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 During-Show Activities To Make Your Trade Show A Success

By Matt Sonnhalter, Vision Architect, Sonnhalter So, you’ve planned for the show, booked the space, developed the booth graphics and made the travel arrangements. Now it’s show time…how do you ensure the actual trade show days are a success? In this Part 2 of a 3-part series on successful trade shows, we’ll look at the 5 during-show activities you should be doing to make your next trade show a success. 1. Booth personnel meeting 12844read 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 >

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 >

Tradesmen Insights 2016 Top Posts

By Rachel Kerstetter, PR Architect, Sonnhalter 2016 was again a big year in the B2T space. The comments and shares on what we publish here, gives us a good indication of what's on your mind. Here are the top posts on our Tradesmen Insights blog from 2016: 11854read 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 >

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 >

6 Ways to Maximize Your Agency Relationship

Matt Sonnhalter, Vision Architect at Sonnhalter, is posting today on how to maximize your relationship with your agency. One of the most important questions that marketing communication clients should ask themselves is, “Are we making the most out of our relationship and interactions with our agency?” Merely talking about how to maximize synergies and rapport between client and agency versus actually implementing such strategies is an entirely different story. Here are a few way to get the most out of you client-agency relationships: Be on the same page. Fostering shared meaning and mutual understanding is a vital aspect of successful client-agency relationships. It is important to be on the same page. Setting clear expectations with one another enables clients and agencies to better communicate and forecast unexpected issues or changes. Establishing processes and responsibilities early on with an agency will decrease stress from time-crunching deadlines. Also, be sure to clearly define success with one another and develop a measurable method for evaluation. Understanding how agencies function and subsequently knowing how to utilize them can reduce the likelihood of miscommunication. Be clear. Efficiency is all about clear communication. To reduce confusion, frustrations and delay, have one main contact for the agency. Likewise, an agency should make sure its client knows with whom to communicate. There is nothing more frustrating than having too many cooks in the kitchen. Facilitating consistent, effective communication will aid in strengthening the bond between the client and agency. Companies are more likely to meet project goals by providing their agency with a concise point-of-view. Be accessible. Make sure to invest time in the agency. Frequently engage in face-to-face communication by arranging regular meetings to review and discuss active projects – take a necessary break from the computer and telephone. Being available will create a well-oiled working relationship…read more >

Content-Marketing Guidelines to Ensure Success

We've all heard the expression "Content is King." Although we all know it, sometimes we may not practice it. Content drives credibility, market leadership and leads so it's important to follow certain steps to ensure positive results. read more >
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