by tradesmeninsights | Dec 15, 2011 | Marketing Tips, Marketing Tools, Traditional Marketing
Yes, I know the stats are overwhelming that of all smartphones today, over 50% connect to the Internet that way, and by 2014, 90% will be using mobile as a main way of staying connected.
A recent survey by Equipment World Magazine on those contractors that had smartphones:
- 85% view emails
- 81% use it to text
- 71% connect to the internet
- 52% use apps
- 24% visit social sites
- 20% watch videos
- 4% don’t use it for any of the above
Those are some impressive numbers and should tell us all that we’re missing the boat if we’re not including mobile marketing into our overall program.
But before you jump in right now, why don’t you ask the guy in charge of your web analytics to see how many people are coming to your site currently via a mobile browser.
I’m not saying you shouldn’t consider a strategy, but a QR Code isn’t a mobile marketing program.
I get a kick out of QR codes that go to the regular website that’s virtually unreadable. DON’T SEND PEOPLE TO A NON-MOBILE SITE.
If QR codes are going to be part of your strategy, then WOW them where you take them. That’s been one of the biggest complaints (disappointments) from most users that scan the code. If you put them on product packaging, make sure, for example, a how-to-use video is short and clear. Make them glad they went to the extra effort. Also tell them what to expect to get if you scan the code, i.e. a coupon, how-to video, chart to find the right size tool.
Beyond using a QR code, apps that help the tradesmen do their jobs are really a good way to connect with them. Calculated Industries has mobile apps for phones that allow a contractor to download specific calculators onto their phone. RIDGID has a digital level download for your phone. Something useful that a contractor can use.
Are you starting to think about a mobile strategy, or maybe you already have one in place? I’d love to hear about your success stories.
If you like this post, you may want to read:
What are You Doing to Reach the Young Professional Tradesmen?
Tablets and Smartphones are Changing the Way Manufacturers Will be Reaching the Tradesmen.
What are You Doing to Insure a Successful QR Code Campaign?
Are you Considering Mobile Media as a Strategy to Reach the Professional Tradesman?
by tradesmeninsights | Sep 9, 2010 | Uncategorized
Sonnhalter recently completed a local tool drive for Habitat for Humanity for the Cleveland area. Thanks to everyone’s generous support, we received more than $16,000 in tools and building supplies.
“The Sonnhalter Tool Drive was a huge success! Their employees and clients contributed thousands of dollars worth of brand new or lightly used tools and materials,” said Frank Drahan, from the Greater Cleveland Habitat.
We’d like to thank the Berea Rotary and a few local distributors who collected tools for us. A special thanks to the manufacturers who stepped up and gave us donations: Arbortech, Council Tool, Knipex Tools, Madison Electric, Mid Continent Nail, Mr. Heater, Molex, RIDGID, Work Area Protection, Wright Tool.
by tradesmeninsights | Mar 16, 2010 | Marketing Tips, Social Marketing
For those of you who haven’t “bought into social media,” or haven’t gotten around to implementing programs, here’s an example of a traditional manufacturing company that’s “doing it right.”
The name of the company is RIDGID and they are a manufacturer of hand and power tools for several industries including Plumbing, HVAC/R, Utility, Industrial and Electrical markets. (Disclaimer: We have been the Ad Agency for RIDGID for almost 25 years and other than helping them with a few back-end details, they have done all this in-house under the guidance of the brand director.) By the way, they’re doing a great job.
RIDGID is a traditional manufacturer that realized that social media was allowing them to have another avenue to reach current and potential customers worldwide. They entered social media gradually and are getting good feedback from existing customers and potential ones.
Web site – When they redesigned their site, they made sure that as social elements were added, they included links to Twitter and Facebook, and to view their latest video, they added a link to YouTube, or to look at their product photos, they added the link to Flickr.
Forum – One of the first things they did was to introduce a forum to begin building a strong online community. They have several threads including plumbing and construction.
RIDGID not only promotes new products like RIDGIDConnect with social media, they promote industry events as well as their annual Reputation Roadshow. Tactics they use to engage their audience are elements such as catchy contests on Twitter or giving incentives to those who join their Facebook Fan page.
They’re doing everything right. But it was a process. They, like the rest of us, when entering the social space, had to re-think how to approach the medium because it’s different from “traditional marketing.” Whether it was Facebook or Twitter, they walked before jumping in with both feet.
I’d suggest that if you’re still on the fence about diving in, click onto some of the links I’ve supplied and follow them to see how RIDGID is doing it. It’s not rocket science, just good old fashioned marketing using a different medium to reach their core audience.
I’d like to hear from you if you have any other examples of manufacturers doing it right.
