How the Trade Media is Adjusting to the “New Normal” of COVID-19: A Conversation with CFE 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 five of our five-part series. CFE Media and Technology has provided engineers in manufacturing, commercial and industrial buildings and manufacturing control systems with the knowledge they need to improve their operational efficiency for the past 10 years. The company’s publishing brands include Consulting-Specifying Engineer, Control Engineering, Plant Engineering and Oil and Gas Engineering. We spoke with Matt Waddell, vice president of sales at CFE Media and Technology, who oversees the entire sales organization and ensures CFE provides its marketing partners with direct access to targeted engineers, market intelligence and best practices to accomplish their marketing goals. When the COVID-19 pandemic initially hit, CFE immediately realized that its subscribers were, for the most part, working from home. Reaching multiple engineer marketplaces—plant engineering and manufacturing, control engineering, oil and gas engineering and consulting specifying engineering—its subscribers had an easier transition than many other industry segments. “They either travel a lot and are used to working remotely, or they’ve been able to transfer computer capabilities and bandwidth to a home office,” said Waddell. “Other engineers within our subscriber base are considered essential workers that are represented by key markets like food and beverage-, pharma- and healthcare-related markets.” Lend a Helping Hand “We know that our engineering audience will remember those that have helped them during this difficult time, whether it was creating education or providing a free service,” said Waddell. “And, when companies find a way to help…read more >

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 Mechanical-Hub

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 three of our five-part series. Mechanical-Hub is an online industry resource for today's plumbing, heating and mechanical contractors. Founded in 2012, its mission is to provide updated industry news and information to the trade contractor and to partner with industry leaders in media, contracting and manufacturing. We spoke with John Mesenbrink, president of Mechanical-Hub, who oversees its one-of-a-kind website and digital ecosystem. Today’s busy contractors looking for information to help them perform their jobs more efficiently turn to the site for highlights of the latest industry news, originally written features, videos, new products and tools, weekly guest blogs and contractor resources. The “Hub” also features social media engagement on its social channels and is a cornucopia of unique and original information for contractors and a great place to connect with other professionals in the industry. “We started almost 10 years ago as a digital-only resource,” said Mesenbrink. “In these unfortunate circumstances of the pandemic, we feel that we are in a good position to be flexible and to help our clients and their companies get their messages out. We can be the vehicle to help promote a brand.” Online After-Hours Training Many of Mechanical-Hub sponsors rely heavily on in-person training and trade shows to educate their customers. With these types of events canceled because of COVID-19, Mechanical-Hub felt that it had an opportunity to help companies by facilitating casual online training sessions. A few companies…read more >

How the Trade Media is Adjusting to the “New Normal” of COVID-19: A Conversation with BNP 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 changing their tactics to adapt to this new environment. Following is part one of our five-part series. As print readership has been declining over the past several years, many publications have been gradually making the move to offering digital issue options for readers who would prefer to receive their industry news on their laptop, tablet or smartphone. One publisher doing exactly that is BNP Media. In business for more than 90 years, BNP Media is one of the largest B2B publishers, publishing nearly 60 titles that serve the architecture, engineering & construction, food, beverage & packaging, gaming & hospitality, manufacturing, mechanical systems (including plumbing), security and services markets. We spoke with Dan Ashenden, group publisher of the Mechanical/Plumbing Group at BNP Media, on his organization’s reaction. The Mechanical/Plumbing Group publications include Plumbing & Mechanical, which targets contractors, Supply House Times, which targets wholesale distributors and PM Engineer which targets plumbing/mechanical engineers. Digital-First Format “Moving to an all-digital platform was part of BNP’s long-term strategy, said Ashenden. “The unfortunate pandemic we find ourselves in was simply a happenstance and motivation for BNP to say, ‘Why go slow with this plan?’ We’d already done the groundwork—we had been getting all our users registered and had started creating products that were trackable. And, our customers were demanding more digital options.” On March 31, 2020, BNP co-CEO Taggert Henderson made an official video announcement that beginning with the April 2020 issues, BNP controlled subscription publications were moving to…read more >

Are You Ready to Talk to the Media?

By Rachel Kerstetter, PR Architect, Sonnhalter We're officially in trade show season, which means planning booths, putting together promotions, connecting with customers and preparing your staff for the show. One often overlooked aspect of trade show participation is the media. When you exhibit at a trade show, you can trust in the quality and relevancy of the attendees as potential customers. You can also trust that the media that is most important to your ideal customer will be at the show, so make sure you prepare to talk with them as well. I once supported a company at their biggest industry show. I'd set up meetings with media at the show and spent a lot of time in their booth. During a lull when I didn't have anything scheduled, I decided to go eat lunch. When I returned, the sales rep in the booth handed me an editor's card and told me he'd stopped to see you. I asked about the interaction with the editors, what had been shown to him and so on, just to find out that they had given him my card and sent him on his way. Throughout the show, the booth staff was so laser focused on getting leads that every time they encountered the media, they said two words, "See her" and pointed them to me. It's important to treat the media personnel at a show as if they are just as important as a customer ... if not more. Trade media have a huge audience of hundreds or thousands of the people who you want to reach. 10317read more >