Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Marketing metrics matter. Sit in enough meetings and you’ll see people read the numbers differently. You can feel it about five minutes in. That becomes a problem when you’re trying to move in the same direction.
Performance reports, KPIs, dashboards, they’re full of data. It’s usually easy to find. The harder part is getting the team to look at the same numbers, through the same lens, and arrive at a shared understanding of what to do next.
The Elephant in the Room
There’s an old Indian parable about blind men describing an elephant for the first time. One feels the side and calls it a wall. Another grabs the trunk and says it’s a snake. And so on. No one sees the whole.
Internal teams are remarkably good at recreating this parable. The SEO lead looks at the dashboard and sees an organic traffic problem. The channel manager sees a conversion rate issue. The CEO sees a revenue gap. Same data with different conclusions. Sound familiar?
Why This Keeps Happening
Part of it is structural. Marketing teams are often organized around channels and functions, which means expertise gets siloed right along with accountability. Each person or team is optimizing for something slightly different, spend efficiency, engagement rates, attribution, pipeline contribution. Those objectives don’t always point in the same direction.
The other part is they skip a step, going from data straight to action without pausing to ask whether everyone agrees on what the data is saying. We worked with one client who had different team members being “fairly certain” as to why lead volume had dropped, with different potential ideas on what to do. The issue wasn’t the data. It was that no one had sat down together to build a shared read of it first.
What to Do About It
The goal isn’t unanimous agreement on everything. Consensus by committee leads to mush. It’s about building a shared framework for making sense of what you’re seeing and using that to decide what to test and what to change. At Long & Short of It, this is often where we add the most value: not in the analysis itself, but in facilitating the conversation around it (with a bit of our own view on what the data says of course!).
Start with the business objective, not the metric. Before opening the dashboard, align on what you’re trying to achieve. Not “improve click-through rates,” but are you trying to drive more qualified leads? Increase fewer but larger dollar sales? Improve retention? That objective is the anchor. Every metric conversation needs to connect back to it.
Separate observations from interpretations. An observation is what the data shows: “Website traffic is down 18% month over month.” An interpretation is a theory about why or what the data is telling us: “We may be reaching fewer new people because we pulled back on paid media in Q3.” Keeping these two things distinct, and being explicit about which you’re doing, reduces the noise considerably.
Build hypotheses together. Once observations are on the table, bring the full team in. There is power in a collective discussion with different areas of expertise. A good hypothesis is specific and testable: “If our cost per lead is rising because we’re talking to the wrong audience, we’d expect to see plenty of clicks but very few conversions. We could test that by tightening our targeting and running a 30-day campaign to a more defined segment.”
Design a test, not a committee. Once you have a hypothesis, resist the urge to debate it indefinitely. We love the 80% rule – once you’re about 80% there, move on. It’s more important to take action, test and learn rather than debate or try to get to perfection. Pick one thing to change (not several at a time, because then you won’t be sure what affected the change!), define what success looks like before you start, set a timeframe, and measure. Sometimes a focused 30-day experiment tells you everything you need to know.
Close the loop to revenue. Channel metrics are useful diagnostic tools, but they’re not the point. The point is whether your marketing is contributing to actual business outcomes: leads, pipeline, sales, revenue. Build that connection explicitly into how you review performance, even when the attribution isn’t perfect.
The Real Opportunity
The teams that get the most out of their marketing data aren’t necessarily the ones with the most sophisticated tools. They’re the ones that have learned how to have better conversations about what the data means and how to turn those conversations into clear, testable decisions. A smart team, working together, and being curious is worth more than any software platform out there. Work with what you have.
My name is Lauren Peugeot, and I am the incoming 2026 Public Relations (PR) Intern for Sonnhalter. In the fall, I will begin my third year at The Ohio State University, where I am pursuing my Bachelor of Arts in Strategic Communication and minoring in Pharmaceutical Science. I am also working towards obtaining a Strategic Sales Certificate to complete my degree. Through both my coursework and extracurricular activities at Ohio State, I have developed a passion for creativity, marketing, and building lasting relationships with the individuals I work with.
At Ohio State, in addition to maintaining a busy academic schedule, I am engaged in social and leadership aspects of campus culture. Currently, I am an active member of the Sigma Kappa chapter of Kappa Delta, where I serve on council as the Vice President of Recruitment & Marketing. Within this role, I have taken on responsibilities such as delegating marketing content and managing PR-related initiatives for optimized recruiting efforts while maintaining Kappa Delta’s core philanthropic values.
Another role I hold is working as a Research Assistant for the Ohio State School of Communication. In this position, I help facilitate relationships with lab directors and assist research participants in successfully completing studies so that the collected data can contribute to new findings of communication styles. The study I specifically work on examines how utilizing different media channels affects personal relationships, which has further expanded my interest in public relations.
I am from Mayfield, Ohio, about 25 minutes northeast of downtown Cleveland. Besides academics and extracurriculars, I enjoy staying active and spending time with friends and family. One sport I especially enjoy is volleyball, and I play on an intramural volleyball team at Ohio State. Activities like this have taught me the importance of teamwork, communication, and adaptability, which are qualities that will hopefully benefit me throughout my time interning and learning more at Sonnhalter.
I am incredibly grateful for the opportunity to join the team this summer and become part of such a welcoming and supportive company culture. I am excited to “connect the pipes” between public relations and marketing with the B2T mindset and gain firsthand experience with all “the nuts and bolts” of the industry. Through this opportunity I hope to build new relationships, contribute to the team, and make the most of this internship with Sonnhalter.
As more trade shows approach, many companies find themselves asking the same question, “How can we stand out and drive more traffic to our booth?” With crowded show floors and countless exhibitors competing for attention, creating an engaging booth experience is more important than ever.
Over the years, we’ve seen everything from puppies and arcade games to immersive brand experiences. Below are several proven booth ideas that can help attract attendees, keep them engaged and create lasting impressions.
Games That Engage
Interactive games are a simple yet effective way to draw people in. Whether it’s cornhole, spin-the-wheel, Plinko or another easy-to-play option, games add an element of fun that encourages attendees to stop, participate and linger longer at your booth.
Games also create a natural opportunity to give away branded swag or prizes, making your brand more memorable while starting conversations with potential leads.
Photo Booth Experiences
Photo opportunities are a powerful way to generate buzz on the show floor and beyond. A branded photo booth or backdrop gives attendees a reason to gather at your booth while incorporating your logo, colors and messaging.
Taking it a step further with branded filters or hashtags encourages attendees to share their photos on social media, expanding your reach and boosting brand awareness well after the show ends.
Virtual Reality (VR) Experiences
Virtual reality can instantly set your booth apart. VR experiences are immersive and naturally attract crowds, keeping visitors engaged longer than traditional displays.
VR can be used to demonstrate how your products work, showcase environments that are difficult to replicate on the show floor, or tell your brand story in a more interactive way. When attendees can see, hear and interact with your offering, the experience becomes far more memorable.
Hosting a Contest
Contests are one of the most effective ways to generate booth traffic, but success depends on promotion. To build excitement, start promoting your contest before the show through social media, emails and even trade media outlets.
At the booth, contests encourage participation while allowing you to collect contact information from attendees. This not only increases engagement during the event but also helps generate qualified leads you can follow up with after the show.
Final Thoughts
These ideas are just a starting point when it comes to creating an engaging trade show booth. The key is to combine creativity with interaction, giving attendees a reason to stop, participate and remember your brand.
By exploring these strategies and thinking outside the box, you can make the most of your next trade show and create meaningful connections with attendees.
Social media is no longer just a channel for posting updates, it’s a strategic tool that influences brand perception, engagement and growth. To use it effectively, brands must understand not only their own performance, but also how they compare against their competitors. That’s where social media competitive analysis comes in.
What Is Social Media Competitive Analysis?
Competitive social media analysis is the process of evaluating competitors’ social media activity to understand what content they share, how audiences engage and where opportunities exist.
This analysis typically looks at:
Platforms competitors are active on
Content types and posting frequency
Engagement (likes, comments, shares)
Audience growth
The goal isn’t to copy competitors, it’s to gain insight into what resonates in your industry and identify ways to differentiate or improve your brand.
A thoughtful competitive analysis helps brands make smarter, data-driven decisions rather than guessing what might work.
Identifies opportunities and engagement By seeing what competitors post, and what performs well, you can uncover gaps, trends or underserved topics your brand can own. Understanding how audiences interact with competitor content provides insight into preferred formats and top content.
Supports platform prioritization Competitive analysis shows which platforms matter most in your industry, helping brands focus time and resources where they’ll have the greatest impact.
How Often Should Competitive Analysis Be Done?
Competitive analysis isn’t a one-time exercise. Social platforms, algorithms and audience behaviors evolve constantly. Ongoing monitoring can help to spot trends or shifts across competitors and how your improved social media works.
Social media competitive analysis helps brands move from reactive posting to an intentional strategy. By understanding the competitive landscape, brands can create more relevant content, engage audiences more effectively and strengthen their digital presence over time.
This week is “National Apprenticeship Week”! This nationwide celebration honors apprenticeships as they are vital in building success when it comes to a job in the trades. Being in an apprentice program provides structured training, mentorship and opportunities out in the field while you learn and get paid.
In the trades, young professionals will join apprenticeship programs or attend vocational schools. What’s the difference? Apprenticeships are hands-on work opportunities, while vocational schools are a classroom environment. Let’s discuss three reasons why apprenticeships are important and matter in the trades.
Hands-on Training
By joining an apprenticeship program in your specific trade, you can develop a specialized skill set for your career. Not only do you get to learn while on the job but getting hands-on experience can allow you to learn best practices for your field.
Industry Credentials and Career Growth
Many apprenticeship programs lead to industry-recognized certifications. These credentials demonstrate expertise and dedication to the trade, making apprentices more competitive in the job market. Beyond technical skills, apprenticeships also help individuals develop professionalism, teamwork and problem-solving abilities that are essential for long-term success.
Job Opportunities
An apprenticeship program can assist in a young professional’s career. Some mentorship programs may allow you to stay on the team permanently after your program is done. Also, they might be able to help you find a job from their connections and could recommend you for a position.
These are just two reasons why an apprenticeship is important, but there’s a lot of reasons why you might want to consider joining one. Apprenticeships play a key role in the trades, and they help to build the next workforce for success. Happy National Apprenticeship Week!
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
There’s a lot going on right now and it’s stressing us all out. Wars. Politics. Economy. All of it has quietly become our new normal, often without us realizing the impact it’s having. Sometimes we just need a break from these stressors. A laugh, or at least a little distraction.
So, what are people doing about it, and even more interesting, what are brands doing? The answers might be more entertaining than you might expect.
The Permission to Be Ridiculous
One of the more interesting things happening in brand-land right now is a kind of calculated ridiculousness. Brands are leaning into strangeness, not as a creative accident, but as a deliberate strategy for giving people a moment of levity in an exhausting news cycle.
This is not new. Take Liquid Death, launched in 2019. It’s canned water. That’s the product. And yet the brand hired a witch doctor to curse plastic bottles, auctioned a casket cooler cobranded with Yeti (love that brand btw) for $68,000, collaborated with e.l.f. Cosmetics on a coffin-shaped makeup kit that sold out in under an hour. The whole enterprise operates as though someone asked, “what if a water company acted like a heavy metal band?” and then committed to the answer without blinking.
And things keep getting stranger. The Picklerita—a mash-up between Sonic and Grillo’s Pickles. A summer slush with pickle juice, lime, ice, and boba. Really? And why? Perhaps, it’s why not! Not to everyone’s taste, yet enough people couldn’t get enough of it simply because of its wackiness. It may quench your thirst but that’s not the point. It was designed to provoke curiosity, laughter, and more than a bit of confusion. We’d bet people were not thinking of the news while sipping on this exotic mixture (even if you like pickles).
Another favorite was the odd co-branding between Crocs and Krispy Kreme: a donut-decorated shoe. You can’t help but giggle or at least have your mind skip a beat and wonder again why, or more importantly, who would wear them? No offense to those that might own a beautiful pair of these glazed rubber whatevers as you walk around smelling like a blueberry cobbler since you bathed with the Dunkin’/Native body wash.
What do these all have in common? They all have a way for people to share in a fun experience, have a laugh, and maybe for a moment they realize that we’re all in this together and it’s OK to be silly if it helps.
The Great Logging Off
On the other end of the spectrum, some brands are doing the opposite of demanding attention. They’re offering escape from it.
According to the BBC, the biggest 2026 travel trend is quiet over everything—quietcations, also known as hushpitality. The movement centers around comfort, silence, and unplugging.
Hector Hughes, co-founder of Unplugged offers cabins in the UK where guests trade in their smartphones for Polaroid cameras, actual paper maps, and board games. “When we first started Unplugged in 2020, digital detoxing and analogue living was pretty much unheard of,” he says. “Now, over half of our guests cite burnout and screen fatigue as their main motivation for booking.”
Vogue ran a piece declaring being completely unreachable “the ultimate power move.” When fashion magazines start treating silence as a luxury status symbol, something cultural has genuinely shifted.
Rage rooms (spaces where you put on protective gear and smash things with a bat) are still going strong. What started in Tokyo is now a projected $314 million global industry. Cities are hosting outdoor scream clubs. Forest retreats are offering sledgehammer sessions in addition to gentler forest-bathing experiences. Different approaches for different folks, but the insight is simple: sometimes people need a physical outlet or shift for feelings that have nowhere else to go, and the brand that provides the room is welcome.
What This Means for Brands
There’s a common thread here. Whether a brand is handing you a pickle slush, sledgehammer, or solitude, what they’re really offering is the same thing: relief from seriousness. A moment, an hour, or a week away from the onslaught of everything coming at us. It’s kind of a release valve in a world that as hard as we might try, is not easy to brush off or realize the impact it is having on us.
This is not to say that you need to come up with something whacky or position your brand to being Zen-like. Though, you don’t need our permission to do so, and it might be fun even ideating about it. For these brands, it worked. They were attentive and in-tune with the broader world around them, and more importantly, their customers.
If your initial reaction is that this is too scary, weird, or not for my brand, then you are already on the right path. That’s how it should feel. Growth or change of any kind is initially uncomfortable because it’s not what we are used to.
Give us a call and let’s be scared together about the exciting opportunities that just might help your customers giggle, get curious, and never forget that you gave them a bit of respite when they needed it most.
Matt Sonnhalter shares his top takeaways from CMPX—including kicking soccer balls into a goal, an impressive toilet and heating and cooling units in just about every booth. Watch the full video below.
Sonnhalter is excited to announce the release of our Toronto Insider’s Guide! This new resource is your key to exploring one of Canada’s most vibrant cities, filled with incredible restaurants, cultural attractions and must-see experiences.
Discover Toronto’s world-class dining scene shaped by cultures from around the globe, then take in the arts, entertainment and waterfront views that make the city so dynamic. Whether you’re exploring bustling neighborhoods or visiting iconic landmarks like the CN Tower, our guide highlights everything you need to make the most of your trip in Toronto, Canada.
Matt Sonnhalter shares his top takeaways from the Work Truck Show, including custom leather luggage tags, mobile power and an electric pickup truck. Watch the full video below.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Relationships. Routines. The stuff that tends to get overlooked once the year is fully underway.
Your brand often falls into that same category.
Most organizations don’t ignore their brand on purpose. It just gets pushed aside while everyone focuses on execution. Marketing keeps moving. Projects stack up. Decisions get made. The brand itself doesn’t really get revisited or the regular attention it requires.
Over time, that creates a quiet drift. Messaging starts to sound a little safe. Different teams describe the company in different ways. Decisions take longer because there isn’t a clear gut-check for what fits and what doesn’t. Nothing is broken, but things feel heavier or staler than they should. We often see this when leadership feels aligned, but sales and marketing describe the company differently, or when the website sounds polished but doesn’t match what customers experience.
When the Honeymoon Phase Is Over
This is usually the point where people start asking for more marketing. Sometimes it’s very specific; more channels, more campaigns, a refreshed website. Any of those could be the right move.
But often, what’s really missing is a new and honest look at the brand underneath all that activity.
When a brand is clear, a lot of things start to feel easier. Teams make decisions faster because they know what they’re promoting and protecting. Marketing feels more focused because it has something solid to build from. Customers feel it too, even if they can’t quite explain why your message feels easier to understand than someone else’s.
What “Showing Your Brand Some Love” Actually Looks Like
Giving your brand a little love doesn’t mean starting over or blowing everything up. Most of the time, it just means slowing down long enough to ask a few honest questions and then making the necessary adjustments.
Does our story still line up with where we’re headed? Are we talking about ourselves the same way customers actually experience us? Are we being authentic? If someone new joined the team, would they be able to explain what makes us different without a script?
When those answers are clear, a lot of things get easier. The brand stops being something you manage in the background and becomes something you actually use to make decisions. Marketing becomes more focused. Marketing, sales, operations, all the teams start pulling in the same direction.
A Simple Brand Check-In Goes a Long Way
As the year settles in, this can be a good moment to check in on your brand. And don’t just do it yourself. Talk through those questions with the leadership team or even with a few long-time clients who know you well.
A brand that’s cared for is easier to work with, and easier for people to connect with.
Matt Sonnhalter shares his top takeaways from CONEXPO-CON/AGG, including remote-controlled construction equipment, creative custom crew buttons spotted on the show floor and why attendance may have been slightly down, but the show still felt busy and energetic. Watch the full video below.
March 11th is dedicated to raising awareness about the vital role plumbing and plumbers play in our daily lives. At Sonnhalter, we deeply appreciate the hard work and commitment of plumbers everywhere. Today, we’re sharing some interesting plumbing facts to highlight the importance of this essential profession.
Did You Know?
Standardized plumbing systems can be traced back to around 3,000 B.C.
Between 2000 and 2015, more than 1 billion people gained access to piped water supplies.
Approximately 0.3% of homes in the U.S. experience minor plumbing leaks.
The global population using safely managed sanitation services grew from 28% in 2000 to 39% in 2015.
A 4-minute shower can now use as little as 24 liters of water.
The dual flush toilet, developed in a small Australian town in 1980, now uses as little as 4.5 liters of water.
Today, we salute the plumbers who keep everything flowing—and prevent it from overflowing. Thank you to the dedicated professionals who answer the call, often without sharing the tales of what they’ve pulled out of pipes!
Matt Sonnhalter shares his top five takeaways from the 2026 International Builders’ Show — from attendance trends and time-saving products for contractors to an unexpected surprise appearance from a Demogorgon. Watch the full video below.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
New year, new marketing. But really?
When we usher in a new year, it naturally creates space to reflect on what we want to do differently or better, both personally and professionally. From a marketing standpoint, this is also a good time to consider how to be more effective and efficient with time, investments, strategies, and priorities.
For many organizations, this is also the right time to revisit their marketing fundamentals and make sure strategy, brand, and execution are aligned with business goals.
That said, different is not always better.
Each year seems to bring an accelerated wave of new technologies, shifting demographics, and evolving competitive and economic pressures.
When all of these external changes are swirling around, it’s easy to get overwhelmed about what to focus on and what to do next. This is where stepping back becomes critical.
Regardless of the technology, whether it’s AI, the latest jargon like “vibe marketing,” or the many things outside of your control such as competition, the economy, or trends, the smartest move is often to refocus on the fundamentals.
Focus on what you can control: your brand, your messaging, your budget, and your resources, both internal and external.
What does it mean to focus on the fundamentals?
Focusing on marketing fundamentals means stepping back and evaluating a few core areas that drive long-term performance and better decision-making.
This is a good time to take a closer look at a few key areas.
Your strategic plans
Does your organization have a clear strategic plan? Is your marketing plan aligned with the broader business objectives? If those two aren’t connected, it becomes difficult to make smart decisions about priorities and investments.
Your brand platform
Your brand platform, not your logo or visual identity, should serve as your guiding light. If you haven’t developed one, or if it hasn’t been revisited in several years, now is the time to reassess it.
Do your mission and vision clearly reflect why you exist and what you are working toward long term? Are your values showing up in how you operate, not just how you describe yourself? Does your personality and tone of voice come through consistently in your communications?
Your target audience
When was the last time you conducted research to truly understand your customers? Why they choose you, why they don’t, how they may have changed, and who you might be missing altogether.
Do you understand their path to purchase or engagement, and where friction exists along the way?
Your communications
How well does your messaging resonate with your target audience? Are you being authentic and distinct? Are you reaching people where they are, as efficiently as possible? And how are you measuring whether it’s working?
Too often, organizations focus on the what and move too quickly past the why. We jump from tactic to tactic or chase the next new thing we’re told we need to do to avoid falling behind.
This isn’t to say new technologies don’t matter. They can absolutely play a role. But before jumping to solutions, it’s far more effective to start with the fundamentals.
Strong marketing fundamentals create better decisions, stronger alignment, and more effective execution over time.
Align your marketing with your business goals first. Then make informed decisions about what to do and how to do it.
Matt Sonnhalter reveals his top five takeaways from AHR 2026! Matt explores the crowded tradeshow floor, data centers, hypoxic training and more! Watch the full video below.
Short-form video continues to reshape how audiences discover and engage with content online. One of the newest formats is YouTube Shorts, a feature designed to help brands connect with viewers.
What Are YouTube Shorts?
YouTube Shorts are vertical, short-form videos that are up to 60 seconds long. Shorts appear in a dedicated Shorts feed within YouTube and are served up to users based on interests, not just subscriptions.
Unlike traditional YouTube videos, Shorts focus onfast-paced content that captures attention within seconds.
Why YouTube Shorts Matter for Brands
YouTube Shorts offer a unique opportunity for brands to expand reach without requiring long-form production.
Increased visibility Shorts are pushed to a broad audience through YouTube’s algorithm, helping brands reach viewers who may not already follow their channel.
Videos You don’t need highly polished videos to be effective. Quick clips from events, behind-the-scenes moments, product highlights or tips can perform well.
Cross-platform efficiency Content created for Shorts can often be repurposed for other platforms like Instagram and TikTok, maximizing the value of each video.
How Brands Can Use YouTube Shorts Effectively
For the trades, YouTube Shorts work best when they’re informative, authentic and purposeful.
Ideas include:
Quick tips or industry insights
Event highlights and trade show moments
Behind-the-scenes looks at your team or process
Product features
Answers to common customer questions
Shorts Support Long-Term Growth
While Shorts are short in length, their impact can be long-term. Regularly posting Shorts can help:
Increase brand awareness
Drive traffic to long-form videos
Support thought leadership
Keep your channel active and visible
When used strategically, YouTube Shorts complement your broader videos and content marketing efforts.
By meeting audiences where they already consume content, brands can increase visibility, build trust and stay competitive in a crowded digital landscape.
Another year at World of Concrete is in the books, bringing steady show-floor energy, a strong focus on safety gear and evolving exhibitor experiences. From seeing your future and great food, watch to see the top five takeaways from the show.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
A brand isn’t your logo, your tagline, or your latest campaign. (You already know that.)
It’s a perception. It’s how customer or potential customers experience you. It includes everything they hear, see, and touch about you. And if you’re not shaping that perception intentionally, it’s being shaped for you.
Where things usually go off track Most companies pour time and money into tactics and campaigns but skip the foundation that makes them work: the brand platform. The result? Marketing that feels scattered, inconsistent, or forgettable.
The part people overlook A strong brand is built in the quiet moments between campaigns. It’s in the tone of your emails, how your team answers the phone, what your website says (and what it doesn’t), and how your product or service actually delivers on the promise your marketing makes.
A couple of brands that prove the point Think about Trader Joe’s. They don’t advertise much, yet their brand is unmistakable. From handwritten signs and Hawaiian shirts to playful packaging and friendly conversation at checkout, every detail reinforces approachability and discovery.
Or YETI. They don’t just sell coolers. They sell a lifestyle. Each detail, from the way their products are built to the stories they tell, reflects durability, adventure, and doing things the hard way because it’s worth it. Their brand isn’t created through marketing campaigns; it’s built through consistency in everything they do.
The difference it makes That’s the difference between running marketing campaigns and building a brand. Campaigns should work for your brand, not define it. The message, the tone, and the experience should all reinforce who you already are.
Where to look if marketing feels hard If your marketing feels like it’s starting from scratch every time, or harder than it should be, it’s probably not the campaign, it’s the brand underneath it. Slow down. Define what you stand for, what you promise, and what you want people to remember. Strengthen that foundation, and the rest starts to click.
Social media has become one of the most effective ways for manufacturers to connect with contractors, distributors and more. But one question always comes up when planning a content strategy, should you focus more on organic or paid social media?
Each plays a different role in building awareness and engagement, especially in the trades.
Organic Social
Organic social media includes everything you post for free, updates, project photos, employee spotlights, how-to videos and customer stories.
For manufacturers, organic content builds trust. It helps you stay visible to your existing audience, show thought leadership and nurture relationships over time. When a contractor sees your posts regularly, they begin to associate your brand with reliability.
The challenge is that organic reach has declined across nearly every platform. Algorithms now favor content that generates engagement, so only a small portion of your followers might see each post. You can’t simply post, you must stay active, respond and create content your followers want to see and share.
Paid Social
Paid social media consists of ads, boosted posts or sponsored campaigns, which lets you reach new and highly specific audiences. You can target by region, job title or even interests, ensuring your message gets in front of the right people.
For example, if you’re launching a new tool or promoting a training event, paid campaigns can generate awareness quickly and drive measurable results. They can also help you test different messages and visuals to see what resonates most with your audience.
However, without strong creative, a clear goal and ongoing optimization, it’s easy to spend money without seeing much impact. Successful paid campaigns require planning, testing and refining to make sure every dollar is working hard for your brand.
Why You Need Both
Organic and paid social work best when they support each other. Organic content builds credibility and trust, it shows who you are and why you matter. Paid content amplifies that message, helping you reach new people and drive traffic to your page or website.
For example, a contractor might first learn about your brand through a sponsored post, then continue to engage with your organic content to learn more about your products and expertise.
Finding the Right Mix
The best strategy depends on your goals and audience. Start by developing strong organic content that reflects your brand’s voice and provides real value like educational tips, behind-the-scenes looks or customer success stories. Then, use paid campaigns strategically to boost high-performing posts, promote new product launches or highlight trade show appearances.
Paid campaigns can help you reach new audiences fast, but your organic presence is what keeps them engaged for the long haul.
When you strike the right balance between organic and paid social, you build more than awareness, you build trust, credibility and long-term brand loyalty.
Hashtags, first used in 2007, were once all the rage. Every social media post, whether it be on Instagram, Facebook or some other platform, was adorned with a set of personalized hashtags. Day of the week hashtag trends such as #throwbackthursday and #TGIF or popular single-word hashtags like #cute and #fashion were used in abundance. However, the once beloved way of using hashtags has long since faded away. So, how can businesses and professional organizations use hashtags in their social media posts in a way that is relevant to the current times?
Below are three elements to consider when using hashtags in 2026.
Content Categorization and Discoverability
In contrast to their former, more casual use on social media, hashtags are now used to categorize content. Whether it be on Instagram, Facebook, TikTok or another social media platform, hashtags allow the platform to categorize content and help users find posts. Using straightforward hashtags that refer to the content or industry allow for users to find posts, examples of this being #newproduct or #plumbing. In addition to this, users can click on these hashtags, and they will be brought to a feed of all the posts that have used that hashtag. Clicking on these hashtags enhances discoverability by showing related posts from the same or similar brands.
Audience Targeting and Engagement
Using audience targeting when implementing hashtags into social media ensures that a brand’s content reaches the correct audience. In order for a brand to curate their posts towards their target audience, they should use specific hashtags such as industry-specific, location-specific, etc. When an audience that is genuinely interested in your brand’s posts, they are more likely to engage with the post with likes, shares, comments and more.
Therefore, focusing on audience targeted hashtags will increase engagement and subsequently signal to the platforms algorithm that the content is valuable.
Social Listening
Social listening tools can be very useful because they track hashtags related to a company’s brand or products and identify user’s responses to those hashtags. Monitoring social media channels for feedback and mentions from your brands audience can assist in making curated and custom hashtags. These hashtags can then be used for user-generated content when customers use the hashtag. All in all, using social listening tools will help a brand understand their audience better. Take a deeper dive into social listening with Sonnhalter’s blog “What is Social Listening?.”
So, the answer is yes, hashtags are still relevant in 2025. Considering the technological advancements social media has had from the year 2007 to current times, hashtags are more important for brands to use now than ever. Hashtags have evolved from simply describing a social media post to allowing brands to categorize posts, learn about their audiences, increase engagement and more.
Everyone in the industry wants to get their message in front of contractors. But simply hitting “publish” on a blog post or video doesn’t guarantee the right people will see it, let alone act on it. To make real impact, your content needs to be tied to a clear strategy and delivered in a way that speaks directly to the contractor’s day-to-day needs.
Contractors are busy. If you want to earn their attention, your content should solve a real problem like showing them a faster technique, a more efficient tool or a way to train their crew without slowing down the jobsite.
But here’s something brands often overlook; you don’t always need more content. You need to make better use of the content you already have. One great piece can fuel multiple tactics, reaching contractors where and how they prefer to consume information.
Here are five ways to get more use out of a single piece of content:
Turn it into a video series
Break down a piece of content into short videos your sales team can share directly with customers or post them on social to extend reach.
Host a webinar or live Q&A
Use your original content as a jumping-off point for an educational session. Record it, post it on your site, and promote it through email or social channels.
Create an infographic
If your content includes stats, processes or how-to tips, design a visual version. Infographics are perfect for quick engagement via e-blasts, LinkedIn or trade publications.
Leverage testimonials
Repurpose your content into a real-life scenario. A contractor’s voice, whether written or on video, can bring your solution to life in a way that builds credibility and trust among your audience.
Pitch it to a trade publication
Your content could be the foundation for a feature article or guest column. Most trade outlets welcome new, practical content tailored to their readers.
Develop a blog
You don’t always have to start from scratch when writing a blog. Look at what you’ve already created from sales collateral, case studies, videos, webinars or even internal presentations. For example, turn frequently asked customer questions into a how-to article or summarize key points from a recorded webinar into a written piece. Repurposing content not only saves time, but it also helps reinforce your message across multiple platforms.
In the trades, efficiency matters and that applies to your marketing, too. Instead of constantly creating new content, focus on using what you already have in smarter ways. From videos to blogs to infographics, repurposing your content gives you more chances to connect with contractors where they’re paying attention.
Season’s greetings, from the Sonnhalter team! We are grateful for another successful year, and we couldn’t have done it without our wonderful clients, business partners and friends like you. The Sonnhalter team will be taking some time off over the holidays from December 24th to January 4th. We hope that you enjoy this holiday season and time with your family and friends! We’ll see you in 2026!
BlueRecruit is a direct-hire marketplace for skilled-trade workers and the companies that need them. Unlike traditional job boards, BlueRecruit removes the noise—no resumes, no job posts—just verified skills, certifications, and experience that match what employers are actually hiring for.
For employers navigating wage changes and evolving hiring standards, BlueRecruit offers a streamlined way to find qualified talent fast.
You’ve spent time writing a great blog post, now what? With countless methods to promote your blog, simply hitting “publish” isn’t enough. Promoting your blog is just as important as writing it, especially if your audience includes busy contractors or distributors in the skilled trades.
Tip #1: Send it to your email list
Whether it’s featured in a monthly newsletter or sent as a standalone, your blog deserves to be in front of an audience who keeps up to date with the company. If the content is specific to a niche like plumbing or HVAC, segment your list accordingly for better results.
Tip #2: Share it on social media
Schedule multiple posts across platforms like LinkedIn, Facebook, Instagram and Twitter (X). Social media posts can highlight a stat, a quote or encourage your followers to check out the blog for more information.
Tip #3: Use industry-specific hashtags
Hashtags help expand your visibility beyond your followers. Use targeted ones depending on the blog post like #MarketingToTheTrades, #SkilledTrades or #ConstructionProfessionals. Using specialized hashtags for each blog can help to push the blog to the correct audience and increase engagement.
Tip #4: Repurpose it
One well-written blog post can do more than live on your website. Take that long-form content and break it down into short-form assets like social media carousels, short videos or even talking points for a podcast or webinar. Repurposing stretches the value of your content and helps you connect with your audience in the formats they prefer to engage.
Tip #5: Collaborate with industry partners
Share your content with manufacturers, distributor partners, or trade publications and encourage cross-promotion. You could also offer the guest post for their blogs, newsletters or websites and include a link back to your site. You can even pitch your blog as the foundation for a feature article in an industry magazine.
Promoting your blog doesn’t have to be complicated, but it does need to be intentional. By using even a few of these practical tips, you can significantly increase the reach and impact of your content. Whether you’re targeting contractors or distributors in the skilled trades, making the most of each blog post ensures your message gets seen, shared and remembered.
CLEVELAND – December 2025 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, received a gold award in the “B2B Campaign” category at the 23rd Annual Public Relations Society of America’s (PRSA) Cleveland Rocks Awards competition, recognizing excellent communications programs and tactics.
The recognition celebrates Sonnhalter’s integrated public relations campaign in partnership with NIBCO to commemorate the company’s 120th anniversary and the grand opening of the Rex Martin Interactive Museum in Elkhart, Indiana.
The campaign blended strategic media outreach, social media engagement and storytelling to highlight NIBCO’s legacy of innovation, family leadership and commitment to education within the skilled trades. Through customized content, proactive editorial pitching, two key press releases and a high-visibility ribbon-cutting media event, the campaign amplified awareness among industry professionals, trade and local media, employees and the local community.
“We’re honored to once again be recognized by our peers at PRSA,” said Matt Sonnhalter, Vision Architect at Sonnhalter. “This campaign was incredibly special, not only because it celebrated a major milestone for NIBCO, but because it helped inspire future generations to explore careers in the trades.”
Annually, the PRSA-Cleveland Rocks Awards acknowledge Northeast Ohio’s outstanding communications programs, which incorporate research, planning, execution and evaluation. PRSA Cleveland Rocks Award winners demonstrate leadership in public relations and contribute to advancing the profession locally.
About NIBCO INC.
NIBCO INC. manufactures and distributes a full line of flow-control products and systems for applications in the residential, commercial, industrial, marine, irrigation and waterworks markets. NIBCO, a fifth-generation business with its headquarters in Elkhart, Ind., operates 15 manufacturing plants across the United States and around the world. Visit NIBCO.com for information on the complete line of NIBCO products.
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’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. For more information, visit the company website at Sonnhalter.com.
About PRSA
The Public Relations Society of America (PRSA) is the world’s largest organization for public relations professionals with nearly 32,000 professional and student members, and more than 100 Chapters nationwide. Serving nearly 300 members, the PRSA Greater Cleveland Chapter brings together public relations, communications and marketing practitioners throughout Northeast Ohio. Among the Chapter’s most important activities and duties is coordinating networking events and activities, developing and hosting professional development activities for members, serving as a resource for public relations students and providing recognition of excellence and best practices in all facets of the field of public relations. www.prsacleveland.org
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
“What in the world were you thinking when you bought that hat?”
That simple question, what were you thinking?, holds the key to understanding why some marketing campaigns convert and others fall flat. Most companies track what customers do, but few take time to uncover why they do it.
Knowing that someone clicked on an influencer’s post and ended up on your product page tells you very little about how to replicate that success. Were they excited? Curious? Hesitant? Were they just browsing or ready to buy? This is where the real power of a customer journey comes in.
A well-built journey maps what customers are thinking, feeling, and doing at each stage. It helps you see not just the steps they take, but the emotions and motivations behind them.
Let’s go back to the hat. Picture the buyer scrolling through photos, comparing styles, reading reviews, and maybe even asking a friend for advice. They are imagining how it might look on them, if it fits their style, if it is worth the price, and if they will actually wear it. There is a mix of curiosity, excitement, and hesitation. One small moment of doubt, and the tab gets closed.
When you understand what happens in that exploring phase of the journey, you start to see where people get stuck and what might help them move forward.
Now imagine the hat company discovers that most customers feel uncertain right before they buy, maybe about size, style, or quality. With that insight, they can act.
Maybe they add an AI-powered virtual try-on. Maybe they feature detailed sizing guides with real customer photos. Maybe they highlight a no-hassle return policy or emphasize glowing reviews about fit and feel.
Each of these actions addresses an emotional barrier revealed through the journey. Each one turns hesitation into confidence.
And once you understand the journey, it becomes more than a customer experience tool. It becomes input for your marketing plan. When you know what your audience is thinking, feeling, and doing, you can deliver the right message at the right time, through the right channel.
When you connect emotion with action, you stop guessing what drives customers and start creating marketing that truly moves them. That is the real power of a customer journey.
Another incredible year at SEMA has wrapped, and as always, the show delivered innovation, car burnouts and more. If you didn’t catch our full video breakdown, here are the Top Five Takeaways.
Brand identity refers to different characteristics such as a brands story, personality, communication style and visual identity like logo choice, color pallet, imagery and typography. These visual elements, among many others, are used to curate how a brand is perceived by the public. Therefore, a brands public perception has a direct link to its success on social media.
Brand Recognition
Having consistency with visual elements such as color choice, font, imagery and logo choice creates brand recognition. When people are scrolling on social media, they will start to associate these unique elements with a specific brand. The goal in brand recognition is for consumers to recognize a specific brand and its products from competitors, ideally, they should be able to recognize the brand on social media by visual cues alone.
Trust and Credibility
Consistency is key when creating trust and credibility with an audience. Having a unified brand presence on social media in terms of visuals, communication styles and brand personality signals professionalism to viewers. As opposed to scattered and random posts, the effort shown when creating consistent, professional and visually appealing posts that align with a brand’s identity heightens trust and credibility.
Engagement and Loyalty
Engagement and loyalty for a brand stem from familiarity. When customers and viewers feel confident in what they can expect from a brand, regarding social media presence and brand personality alike, they are more likely to engage with the brand. Also, when a brand stays consistent with its brand identity, customers are more likely to express loyalty because of past experiences and personal alignment with the brand.
Differentiates from Competitors
Having a strong and consistent brand identity is one of the most effective ways for a brand to stand out from its competitors. When posting on social media, a distinct visual identity will differentiate one brand from another. This is especially helpful for brands in saturated markets such as the trades industry.
Marketing Efficiency
A brands social media content creation process is streamlined when sticking to a defined brand identity. From the general aesthetics of a post like color pallet, typography and logo use to a brand’s personality and voice reduces time when creating posts. In addition to saving time, a strong brand identity helps with reducing inconsistency from post to post.
Overall, having a consistent brand identity is essential to using social media successfully. From building trust, credibility and loyalty through a consistent visual brand identity to standing out amongst industry competitors, curating a brand identity is crucial.
The words public relations (PR), advertising and marketing are often grouped together—used synonymously by individuals both inside and outside of the broader communications industry. However, PR, marketing and advertising refer to vastly different practices, each of which provide their own specific and vital contributions to a company’s success. Rather than being three in the same, public relations, marketing and advertising are three separate entities that work together, much like how puzzle pieces fit together.
Below, we will go into a detailed breakdown of what makes PR, marketing and advertising distinct from one another.
Public Relations (PR)
The purpose of public relations is to create and maintain a positive image for an individual, business or organization. Public relations strategists focus on managing communication between the public and an organization, focusing mainly on reputation and credibility. These interactions are planned and purposeful with the goal of influencing public perceptions.
Public relations uses earned media, which is when a brand receives unpaid publicity from a third-party source. This publicity relies solely on relationships, such as media relations and influencer relations, where sending press releases and products to contacts is crucial for outreach. Some examples of earned media include:
New Coverage
Social Media Mentions
Reviews and Testimonials
User-Generated Content
Influencer Endorsements
Word-of-mouth
Advertising
The goal of advertising is to persuade an audience to take a specific action—aiming for direct sales and brand awareness. Advertisers work to create short-term visibility and conversation around a specific product or service.
Advertising uses paid media, where a company pays to have its message delivered to a specific target audience through various channels. Channels such as social media platforms, search engines, display networks and traditional print, television and radio allow for the following paid media:
Pay-per-click Advertising (PPC)
Influencer Marketing
Video Advertising
Print Advertisements in Magazines
Television Commercials
Social Media Advertising
Marketing
The purpose of marketing is to promote a product or service with a specific focus on connecting with a company’s target audience and making sure their needs are met. Marketing encompasses a large variety of responsibilities that marketers must complete to effectively promote products and retain customers. These responsibilities include, but are not limited to market research, campaign planning, brand management, content creation and sales generation.
Marketers use paid, earned and owned media in their marketing strategies. In terms of paid media, marketing intertwines with advertising through paying for advertisements on social media, search engine marketing (SEM) and traditional television ads. Owned media refers to brands directly controlling channels and content such as blogs, social media profiles, websites and email newsletters. Lastly, the earned media that is also used by public relations refers to exposure received from third-party sources, social media interactions, reviews and word-of-mouth are all examples of this.
Public relations, marketing and advertising are important assets for businesses in the trades industry because they help build trust, credibility and brand awareness. Organizations and brands within the trades often rely heavily on customer loyalty and referrals, both of which are born from the trust of their audience. The utilization of all three communication approaches allows for a brand to create an all-encompassing and well-rounded strategy that maximizes reach and impact.
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Guest Blog by Emma Jones
Contractors face constant competition for attention. Companies that personalize email campaigns gain an edge. Research shows data-driven firms are more likely to acquire customers, retain them, and see stronger profits. In contracting, that means more opens, better responses, and deeper client relationships. A contractor who sees an email that feels relevant is far more likely to respond.
ROI in this space is clear. Personalized outreach reduces wasted effort. It leads to meaningful conversations. The cost of one ignored email is small, but across dozens of clients, those missed chances add up. When contractors receive content that connects to their role and current projects, they engage. That engagement builds trust and helps drive repeat business.
Key CRM Data Points You Can Use
CRM data is more than a contact list. It is behavioral, demographic, and transactional information that helps tailor communication. When you apply it effectively, outreach stops being generic. It becomes useful. Contractors will recognize the difference, and your open rate will increase.
One way to improve results is to study different types of data in your CRM and how to use them. You canuse the data to your advantage by analyzing project timelines, service requests, or even seasonal patterns.
For example, you might pull data on past service requests, territories, or seasonal trends, then send emails aligned with what the contractor actually needs next. With that insight, campaigns shift from broad strokes to precise timing. This kind of adjustment helps personalize email campaigns in ways that resonate more deeply.
These applications bring clarity. They show contractors that you are not just reaching out for your own benefit. Instead, you are offering relevant information at the right time. That relevance translates into action.
/alt: The upper left corner of the Gmail interface in a Safari browser.
/caption: Different data points can increase the precision of your email campaigns.
Tactics for Personalized Campaigns
Let’s take a look at some of the most practical ways to personalize email campaigns for contractors.
Segmentation
Breaking audiences into groups is the foundation of effective campaigns. Long-time clients expect different content than newly shortlisted contractors. Acknowledging that difference is simple but powerful. By using CRM data, you avoid sending irrelevant material.
Personalized Messaging
A contractor is more than a name. References to upcoming bid deadlines, supply chain delays, or recent successes make emails stand out. Clients notice when you connect directly to their situation. This builds credibility and shows you understand their work.
Timing and Triggers
The moment of delivery matters. Sending an email as a project nears completion creates relevance. During slow construction seasons, offering case studies or industry insights keeps you visible. Timing increases the chance of action.
Follow-Ups and Retargeting
One message is rarely enough. Nudges with reminders or examples of similar work help contractors move forward. If a message was opened but not answered, a follow-up tied to that behavior keeps the conversation alive. Over time, this persistence strengthens your position as a trusted partner.
AI-Powered Enhancements
Modern CRMs bring new capabilities with AI. Predictive lead scoring helps identify the most promising opportunities. Automated segmentation ensures messages go to the right groups. AI-generated content can create subject lines or drafts that save time. Smart send-time suggestions optimize delivery when engagement is highest.
/alt: A woman drinking coffee while working on her laptop and sitting on a couch.
/caption: AI can help you speed up and automate tasks that used to take you ages.
These features make personalization scalable. Instead of guessing, you act on data. Instead of repeating manual work, you let automation guide effort. The result is stronger outreach at a pace that matches business demands. Many platforms already include these tools. Using them gives you an advantage without requiring new infrastructure.
Step-by-Step Implementation
The first step is auditing CRM data quality. Errors reduce effectiveness. Outdated or incomplete records must be corrected. Once the foundation is reliable, define clear segments. Decide how you will group contractors. Project type, timeline, and region are common categories.
Next, draft email templates with personalization tokens. These can pull names, company details, or project data automatically. Build workflows to automate follow-ups. For example, schedule a project check-in two weeks after delivery. This keeps communication steady without manual effort.
Finally, test and refine. Try different subject lines and messages. Track open rates, click-throughs, and replies. Use these results to improve. Each cycle of testing sharpens the strategy. Over time, emails become more aligned with contractor needs.
Results to Expect
The payoff from personalized campaigns is measurable. Higher open rates are the first signal. Stronger engagement follows. Inquiries from qualified leads rise as messages reach the right people with the right focus. The process builds momentum.
Retention also improves. Contractors who receive valuable communication see you as a resource, not just a vendor. That perception strengthens loyalty. When bids arise, they are more likely to respond. Long-term relationships grow when communication is consistent and meaningful.
Better alignment between data and outreach also means less waste. Time spent drafting, sending, and tracking emails produces greater return. Campaigns that once felt like guesswork now deliver predictable value. The cycle of data, action, and response becomes a driver of business growth.
The Bottom Line
Contractors expect relevance in every interaction. Companies that personalize email campaigns stand out from the rest. CRM data provides the foundation, AI tools extend the reach, and careful execution ensures results. The steps are practical, the tools are available, and the outcomes are proven.
By putting data to work, you increase engagement, strengthen relationships, and build a more profitable future. The path is clear. Use CRM information wisely, and you will see lasting gains from your outreach. Companies that commit to these practices discover that the effort pays off, both in immediate wins and long-term loyalty. The opportunity is there. The choice to act is yours.
It’s easy to see why social media feels like a go-to marketing move. It’s quick, it’s visual and it’s where everyone seems to be. But using social media alone without a bigger plan isn’t a marketing strategy. It’s just a tactic.
A post here, a reel there, a few likes and comments, that might feel productive in the moment. But without a clear purpose behind it, those posts often disappear as quickly as they land in someone’s feed. If your entire marketing approach revolves around “just post on social,” you’re reacting instead of leading. There’s no path, no progression and no long-term return.
Social media should be part of something larger. It should support a clear brand message, lead audiences toward meaningful action, and connect with other channels like your website, video content or events. Without those connections, your audience might see you, but they won’t truly engage, convert or remember.
A strong marketing strategy starts with knowing who you’re trying to reach, what you want them to understand or do, and how each piece of content plays a role in getting them there. Social media helps deliver that message, it doesn’t define it.
When used well, social media amplifies. It pushes the conversation forward. But if it’s the only thing you’re doing, you’re not building awareness, you’re just filling a feed.
So next time you’re tempted to “just post something,” stop and ask: What’s the bigger picture here? Where are we trying to take our audience, and does this post help get them there?
Because real marketing isn’t just about being seen. It’s about being remembered and that takes more than a post.
Matt Sonnhalter gives his top five takeaways from NECA 2025! Matt reveals show attendance, giveaways that packed a punch and how attendees could view sports on the tradeshow floor.
Wage Growth Surges for Skilled Trade Workers as Labor Market Softens
This blog is based on the latest Q3-2025 report from BlueRecruit, revealing shifts in the skilled trades labor market. Two major insights define the quarter:
Skilled trade wage growth is outpacing the broader economy
The labor market is softening, and hiring requirements are tightening
Wage Growth in the Trades Is Outperforming the Economy
From June 2024 to June 2025, average wage growth across all U.S. sectors was 3.9%. But for skilled trades, the gains are significantly higher.
Electricians are seeing the biggest jump, now averaging $40.41/hour—up $1.93/hour in Q3 alone, a 5% increase in just three months. Demand continues to rise thanks to AI data centers and electrification projects nationwide, making electricians the most in-demand trade in the country.
Automotive Technicians also posted big gains, with wages up 10.44% from Q2, averaging $46.45/hour. While some hiring slowed due to parts shortages tied to ongoing tariffs, pay continues to climb in response to strong market demand.
Construction General Laborers experienced a smaller Q3 wage increase—just $0.18/hour—but since the 2024 Presidential election, pay has risen $3.48/hour, a 16% increase. As noted in previous State of the Trades reports, changes in immigration policy and enforcement are playing a major role in keeping these wages elevated.
Labor Market Softens, Hiring Requirements Tighten
While demand for trade professionals remains high, the labor market is shifting. More workers are looking for jobs, but employers are becoming more selective.
Job Seekers Are on the Move
July marked the highest number of skilled trade job seekers this year. Many are looking for more flexible schedules, better health benefits and higher pay. For employers, understanding these priorities is essential for running effective recruiting campaigns and building strong teams.
Hiring Requirements
As the job market loosens and immigration enforcement increases, employers are raising their hiring standards. Since the 2024 election:
58% of companies now require a clean criminal background (up 21 points)
72% require an active driver’s license (up 20 points)
For perspective, during the Q3-2022 labor shortage, only 20% of companies required clean records and just 33% required licenses.
This trend suggests a return to more traditional standards and a growing emphasis on long-term employability.
Meet BlueRecruit – Built for the Trades
BlueRecruit is a direct-hire marketplace for skilled-trade workers and the companies that need them. Unlike traditional job boards, BlueRecruit removes the noise—no resumes, no job posts—just verified skills, certifications, and experience that match what employers are actually hiring for.
For employers navigating wage changes and evolving hiring standards, BlueRecruit offers a streamlined way to find qualified talent fast.
Each year, National Manufacturing Day serves as a reminder of the vital role manufacturing plays in our daily lives. It’s a chance to honor the people behind the products, the companies that continue to innovate and the industries that keep the world moving.
Today’s manufacturing environment continues to evolve, with new technologies, processes and challenges shaping the way companies operate. But one thing remains constant, the need for a strong, reliable, skilled workforce, and a shared belief in building things that last.
National Manufacturing Day is also about looking ahead—supporting workforce development, engaging future generations and showing students and young professionals the opportunities that exist in modern manufacturing. It’s a time to educate, inspire and celebrate the many pathways into this essential field.
Whether you’re in the factory, behind the design or out in the field, thank you for the work you do.
Every wire run, every HVAC system installed, every bolt tightened—it all adds up to the world we live in. And behind every one of those essential tasks is a tradesperson.
On National Tradesmen Day, we pause to recognize the skilled professionals who make modern life possible. These are the people who show up early, stay late and solve problems most of us wouldn’t know how to begin tackling. They build, repair and maintain the systems that keep our homes, businesses and communities running.
At a time when the need for skilled labor has never been higher, it’s also a moment to encourage the next generation. The trades aren’t just jobs, they’re careers. They offer opportunity and the satisfaction of building something real. Something that matters.
To every plumber, electrician, welder, HVAC tech, carpenter and beyond, thank you. Today we honor your work, your knowledge and your commitment.
Because what you do isn’t just a trade, it’s a craft. And today, we celebrate it.
CLEVELAND –September 2025 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, partnered with Greater Cleveland Habitat for Humanity for Sonnhalter’s 16th Annual Tool Drive. The initiative ran the entire month of August and collected $36,000 worth of donations of tools and building materials. Since Sonnhalter began its efforts in 2010, it has raised $603,000 in donations.
Organizations, businesses and residents were encouraged to donate new and gently used tools, including various building materials, furniture and appliances, to Sonnhalter in order to benefit Habitat for Humanity’s cause of eliminating substandard housing and homelessness.
“Each year, we’re amazed by the generosity of our partners, clients and the local community,” said Matt Sonnhalter, vision architect at Sonnhalter. “We’re proud to support Habitat for Humanity’s mission and help provide the tools and materials needed to build stronger communities.”
“Each year, we are humbled and inspired by the commitment Matt and the Sonnhalter team show in supporting our mission at the Greater Cleveland ReStores,” Laura Potter-Sadowski, director of ReStores at Greater Cleveland Habitat for Humanity. “They are a perfect example of community collaboration—bringing together their clients and friends, championing our mission to divert items from landfills, and helping us raise critical funds for our homeownership programs in Cuyahoga and Lorain counties. We couldn’t do it without them.”
Community participants in the 16th Annual Sonnhalter Tool Drive included Berea Recreation Center, Canvas at Valor Acres, Cuyahoga County Public Library-Berea Branch, Rising Star Coffee Roasters, Skidmark Garage, St. Mary of the Falls, The Wine Spot and many individuals living in the community.
Trade industry participants in the 16th Annual Sonnhalter Tool Drive included Babcox Media, Beta Tools, Buyers Products, Endeavor Business Media, Ferret Tools, General Pipe Cleaners, Independence Excavating, Jergens, Inc., Kapro, Lakeside Supply, Ledlenser, NIBCO, Sutton Industrial Hardware, Wright and The Macomb Group/Woodhill Supply.
All donations that Sonnhalter collected on behalf of the Tool Drive benefited Greater Cleveland’s Habitat for Humanity. The donated items will be used for various projects with Habitat for Humanity or will be sold at one of the organization’s ReStores, recycled building materials and home furnishings stores. Proceeds from the ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
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. For more information, visit the company website at Sonnhalter.com.
About Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
While customer feedback is valuable and should be considered, you can’t solely rely on customer input to guide your marketing, process, or development. Best captured by the quote from Steve Jobs, “You can’t just ask customers what they want and then try to give that to them.” Who knew we needed or wanted an iPhone until we saw it?
Customers may not always have a clear vision of what they want or need until they are presented with it. Their understanding or ability to articulate what they want is limited by their existing experiences and familiarity with available solutions. Therefore, solely relying on customer feedback may result in incremental improvements or iterations of existing products, rather than breakthrough innovations.
To create products or solutions that truly meet customers’ needs, it’s important to balance customer input with innovative thinking and a deep understanding of your target market. This requires going beyond surface-level feedback and uncovering the underlying pain points, desires, and unmet needs of customers. By understanding their motivations, challenges, and aspirations, you can identify opportunities for disruptive innovation and develop solutions that surpass customers’ expectations
One way of doing this is by using a variety of research methods. For example, a survey can help you understand what they want when given a choice. And, by adding in-depth qualitative interviews, it can provide you with the why or the reasoning behind what they want. Another example is when a typical brainstorming session is held. The same people get in the same room in front of the same whiteboard and are expected to come up with new ideas – which is not likely to happen. Bring in new people who think differently or know little about the problem you are solving for. Hold the session in a different environment and introduce a variety of different visual or data inputs to help spark new thinking.
Go beyond relying solely on customer feedback, using the same research methods, or generating ideas in the same way. Take a balanced and multi-disciplinary approach by combining customer input with innovative thinking and a deep understanding of your target market. This approach can empower you to drive innovation, anticipate future requirements, and find solutions you may have never thought of – and possibly create something that your customers love and never knew they needed.
This summer I had the opportunity to intern with Sonnhalter as their public relations intern. To say the knowledge and experience I have gained over the course of this internship is invaluable would be an understatement. As a communications and professional writing double major at Miami University, I have spent countless hours studying the craft of writing, public relations and marketing, but being able to apply these skills in the real-world has taken my abilities to a new level.
My first assignment as the PR intern was to write a blog about myself, this I would come to find out was the first of many, many different writing pieces I would be assigned. Whether it be narrative pieces such as covering social media marketing trends for Sonnhalter or the manufacturing process of bronze for NIBCO, I learned how to focus on a brands narrative and voice when writing. Alongside blogs, I also gained experience in writing press releases, news releases, feature pieces, personnel releases and more. Being able to hone my professional writing skills along with my knowledge of AP style will without-a-doubt benefit me as I make my way into the communications industry.
An aspect of this internship that I had not had much experience with prior to this summer was the use of media lists in public relations. Using programs such as Muck Rack, I truly learned the importance of creating and maintaining relationships with media professionals and media outlets. I also gained insight into the depth of research that public relations, marketing and advertising professionals need to do in order to most effectively represent their client.
Aside from the public relations skills I have gained from this internship, I also gained valuable experience from working remotely. Since 2020, the workforce has seen a significant increase in hybrid and remote work environments which require self-discipline, adaptability and comfort with technology, all of which I have been able to exercise over the length of this internship.
To wrap up, the skills and experiences I have gained from this internship will be beneficial both inside and outside of the workforce. While working with an amazing team at Sonnhalter, I have been given an inside look at the public relations, marketing and communications world, specifically that of the trades industry. This is an experience I will truly be forever grateful for.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Why we embrace the unknown in marketing
Every new marketing project begins as an exploration into the unknown. We start with a process, a plan, and a clear objective, but here’s the catch: We don’t know where it will lead. That’s the thrill! The magic lies in the journey, not just the destination.
It’s the Process
The process we’ve developed is like a compass—guiding us even when the destination isn’t completely visible. By following this path, we ensure that even the unknown leads to valuable insights and actionable strategies.
Objectives Always First
It all starts with defining an objective. No matter the task, before we set sail on the journey, we must all agree on what the destination is. What is it we are trying to achieve? Without that North Star objective, it’s easy to get sidetracked down unproductive rabbit holes with no clear measure of whether we’re even getting closer to the target.
Insights Are the Fuel
Next, we get as smart as possible about what we need to study and explore through research. Insights are the foundation and fuel for charting the path forward. Often there will be quite a bit of existing knowledge to begin with from your internal experts and resources. Once we know precisely what information gaps we need to fill, only then can we prescribe the right type of marketing research to conduct.
Think & Create
Armed with insights, the real magic happens when we pull all the pieces together, see the full picture and develop the plan or strategies. That is essentially why, until we immerse ourselves in this process, we really won’t know with certainty what the outcome will be at the end. It’s a journey of curiosity, learning, and analysis from different perspectives, often challenging preconceived notions. That’s what allows us to create solutions that aren’t just effective, but uniquely suited to your needs.
Trust the Process & Enjoy the Journey
While we may start in the fog of the unknown, trust in our process as your guide. It is a voyage of discovery, but one undertaken with a defined destination, careful preparation, and the analytics and strategic skills to chart the best possible course to get you there. The thrill and real magic is in the journey itself and where it takes us together.
Social media marketing focuses on using social media platforms to promote a brand, product, service or idea. In current times, social media coincides directly with a person’s everyday life, making it one of the best places for a brand to reach its target audience. Therefore, even more traditional industries such as the trades can benefit from incorporating modern social media marketing. From sharing and creating content to engaging with users, creating marketing campaigns and more, the goal of social media marketing is to drive engagement, increase sales and to connect with the target audience.
Below are some of the key roles that social media marketing plays in 2025:
Brand Awareness
Brand awareness is crucial for creating trust between a brand and its customers. Social media is often where customers are first introduced to a brand, so it is important to form a strong and positive brand presence.
Some brand awareness tactics that are used in social media marketing include video ads, memes and viral trends. Posting short-form ads on high-engagement platforms like TikTok, Instagram Reels and YouTube Shorts are effective for brand storytelling. Engagement can also be increased by a brand participating in a social media trend, effectively increasing brand awareness.
Brands in the trades industry such as plumbing, HVAC, construction and more can participate in these social media trends while simultaneously showcasing their expertise. For example, a plumbing company can put their own twist on a social media trend to align it more with their brand and target audience.
Customer Engagement
Once a brand has strong awareness, it is important for them to implement customer engagement to build relationships and increase loyalty with their target audience. Engagement algorithms on social media platforms prioritize content with interactions, rewarding a brands content with heavier circulation.
Brands can engage with customers on social media by responding to comments and reactions, hosting real-time Q&As on livestream or posting polls and questionnaires for customer feedback. This can be especially useful for trades companies, specifically in terms of customer loyalty and brand competitors.
Sales
Social media marketing provides a simple way for brands to increase their sales. Brands can create shoppable posts on platforms such as TikTok, Pinterest and Instagram where users can buy directly from the post. Brands can also team up with ambassadors and influencers who can post tracked links within posts and bios. These tracked links allow for the influencer to earn commission while increasing the brands exposure.
For brands whose sales are obtained mainly through distribution, social media marketing is still useful. Equipping distributors with social media content that can be shared and then reshared can help with sales efforts. Brands can also create targeted posts and social media campaigns that highlight their distributors.
Social Media Monitoring
To understand trends, track engagement, conduct social listening and more, brands can use social media marketing tools such as social listening tools, polls and platform specific social media analytics tools. Social listening tools can track brand mentions, hashtags, keywords and more while social media analytics tools can track key metrics like reach, engagement and follower growth. In the trades industry, being able to monitor brand mentions is important because people often ask for recommendations on social platforms, brands can then quickly respond with help and answers.
In using these tools, brands can receive real-time consumer insights to help them with their future social media marketing strategies.
As Sonnhalter’s Summer 2025 PR intern, I am experiencing this internship in a different way than every intern before me. This past year, Sonnhalter closed the doors to their office space in Cleveland and went fully remote, therefore the internship experience was bound to be unique. Instead of working alongside my Sonnhalter coworkers and supervisors in one shared building, we meet virtually on Microsoft Teams or Zoom from the comfort of our at-home offices.
Anyone in the communications and public relations field knows that not a single day at work looks the same as another, one day could focus on writing blogs, while the next is heavy on influencer research. Due to the ever-changing responsibilities of a communications and public relations professional, my “day in the life” is always a new experience, an aspect of this internship that I have come to love.
To roughly outline my day as the Sonnhalter PR Intern, I’ll give you a breakdown of some potential to-do’s I cross off my list:
A virtual meeting with the public relations team
Drafting and editing blogs
Drafting and editing press releases
Influencer research
Media outlet research
Creating editorial audits
And much, much more
Above are just some of the types of projects that I tackle in a day while interning at Sonnhalter. The new experiences and skills that I have gained from my internship at Sonnhalter will, without a doubt, aid me as I make my way into the professional field!
In the latest episode of Appetite for Construction, John Mesenbrink and Tim Ward welcome back Matt Sonnhalter, president of Sonnhalter to talk about its Annual Tool Drive
Matt dives into the origin story of the Sonnhalter Tool Drive, now celebrating its sixteenth year. What started as a simple idea to support the trades has grown into a massive annual event benefiting the Greater Cleveland Habitat for Humanity.
Since its launch, the Tool Drive has collected and donated nearly $570,000 worth of tools and materials to the Greater Cleveland Habitat for Humanity. Matt talks about the overwhelming support it’s received from manufacturers and partners, and what the pickup day looks like.
Industrial and construction companies face long sales cycles, big budgets, and cautious buyers. In this environment, trust can make or break a deal. That’s why customer testimonials matter for industrial and construction marketing. A good testimonial does more than praise a company. It shows real proof that a project was done well and on time. Prospects want to see results before they commit. When buyers see proof from others in the same field, they feel safer signing contracts. So, let’s explain why testimonials work so well, how they build trust, and simple ways to use them to win more business.
What Makes Testimonials So Powerful?
Many industrial and construction companies rely too much on technical data to sell. Facts are useful, but stories win trust faster. Testimonials bring real voices into your marketing. They turn dry promises into proof that you deliver results. Buyers want to hear how you solve real problems. They trust words from other clients more than polished ads.
So, sharing genuine feedback builds a human link with future customers. One way to stand out is to use your brand’s voice in every testimonial. This keeps the message clear and true to what you stand for. Good testimonials answer questions buyers are too shy to ask. They clear doubts and push deals closer to a “yes.”
Trust Drives Purchasing Decisions in B2B Projects
In B2B projects, trust is more than a nice bonus — it’s often the main reason a buyer signs a deal. Industrial and construction work usually means big budgets, strict deadlines, and high stakes. Buyers want proof that they can trust your company to deliver.
In sectors where projects involve significant investment, many buyers rely on peer feedback to lower risk. They look for real stories to back up your promises. It’s no surprise that customer reviews drive conversions by giving clear social proof that you meet client needs. Testimonials add credibility and show your team keeps its word.
When prospects see trusted names vouch for you, they feel safer choosing you over others. This confidence leads to quicker decisions and more signed contracts.
Customer testimonials matter for industrial and construction marketing because they provide a personal touch to your hard work.
Showcasing Real Results and Outcomes
Industrial and construction buyers want to see proof, not just promises. A strong testimonial does exactly that. It shows clear results you delivered for real clients. Buyers can picture the same success for their projects. Numbers, timelines, and outcomes matter more than buzzwords. A good testimonial highlights how your team solved problems, stayed on budget, and finished work on time.
Sharing these stories makes your pitch stronger than any ad alone. Happy clients prove you can handle tough jobs and keep your word. This builds trust with new prospects. Customer testimonials matter for industrial and construction marketing because they put results front and center. They make future clients feel sure they will get the same level of service and success when they choose your company.
How Testimonials Help Stand Out from Competitors
Many industrial and construction companies say they deliver great service. Few back it up with real proof. This is where testimonials do the hard work for you. They separate you from others who rely only on bold claims. When a buyer sees real stories and results, your promise becomes more believable.
A good testimonial turns a cold lead into a warm one by showing what makes you different. It answers silent doubts in a buyer’s mind. Prospects remember true stories more than polished slogans. They want proof that your team handles real challenges and keeps promises.
In busy markets, testimonials can tip the balance in your favor. They show that you have done it before and can do it again, better than the competition.
Easy Ways to Gather Strong Testimonials
Getting great testimonials does not have to be hard. The best time to ask is right after a project ends and the client is happy. Keep it simple. Use a short survey with clear questions about results, timelines, and experience. Many clients are busy, so offer to write a draft for them to approve. This saves time and makes it easier for them to say yes.
Record short video clips during site visits or project handovers. These feel real and build more trust. Another smart way is to use social listening to find what clients already say about your company online. Turn good feedback into quick testimonials with their permission. Strong stories come from honest words. Make it easy for clients to share them.
Consider how to gather and make the most out of customer testimonials.
Where to Use Testimonials for Maximum Impact
A good testimonial is wasted if no one sees it. Place strong reviews on your homepage to grab attention fast. Add them to product or service pages where buyers compare options. They work well in project case studies too, showing real results in detail. Include short quotes in proposals to build trust during bidding. Email campaigns are another smart spot — share short success stories to warm up cold leads.
You can also use clips or quotes in your content strategy on social media to reach a wider audience. Keep posts short and genuine for the best results. Always remember that customer testimonials matter for industrial and construction marketing because they show proof where it counts most. The more places you share them, the more trust you earn.
Boost SEO and Local Credibility with Testimonials
Testimonials do more than build trust — they help boost your online reach, too. Search engines like Google reward pages with fresh, real content. Customer feedback counts as this. When clients mention your services and location, it helps your site rank higher in local searches. This means more people find you when they need your services nearby.
Good testimonials often include keywords that match what buyers search for. They also show up in search results and make your company look active and trusted. Local clients trust nearby businesses with proven results. Sharing positive words from local projects adds extra weight. Always collect new testimonials to keep content fresh.
Turn Happy Clients Into Growth
A good testimonial builds trust, shortens sales time, and sets you apart. Always remember customer testimonials matter for industrial and construction marketing because they prove you deliver real results. Keep gathering fresh stories, share them widely, and let your clients speak for you. Strong feedback today brings a stronger business tomorrow.
Author bio
Nick Djurovic is the Co-Founder of DigitalDot, a trusted agency helping brands grow online. He specializes in turning real customer stories into powerful marketing tools. Nick believes trust and clear proof are the best ways to win new business.
Artificial intelligence (AI) is changing the marketing and public relations fields as we know it. Through functions such as learning, reasoning, problem-solving and understanding language, AI’s purpose is to mimic human intelligence. However, it is important to consider AI as a tool rather than a replacement for professionals in the workplace. In marketing and public relations, we can leverage the use of AI for efficiency, accuracy and speed while keeping the originality and creativity of human involvement.
Fields such as marketing and public relations are increasingly embracing AI-powered tools. Below are four of many ways in which AI is impacting marketing and public relations:
Hyper-Personalization
Using artificial intelligence tools allows for hyper-personalized content and campaigns. Through the analysis of large amounts of data that cover customer preferences, behavior, demographics, trends and more, industry professionals can deliver hyper targeted campaigns and content to audiences. These hyper-personalized campaigns can use Natural Language Processing which tailors’ tone and writing style to align with both the audience and the brand identity. In terms of content specifically, hyper-personalization allows for adjustments that are specified to each user such as channel, content type, timing and format.
Content Creation and Optimization
Artificial intelligence can create content such as blog posts, social media captions, press releases and email campaigns through automated writing and generation. Using AI-powered tools when creating content heavily increases speed and efficiency which reduces manual workloads. Also, it ensures consistent tone and writing style across a single brand’s content. Search Engine Optimization (SEO) dives into how AI can optimize content for visibility. The combination of AI-powered content creation and optimization helps websites rank higher in search results and caters content to better align with users. Optimization is done via the recommendation of keywords, phrases, headers, formats and overall readability.
Media Monitoring and Social Listening
Media monitoring is the process of tracking keyword mentions across news sources such as brand names, individual names and topics. Social listening is the analysis of trends and conversations across social media platforms. The enhancement of both processes by AI helps PR teams track brands and competitors as well as manage brand reputations and crises.
Copywriting
The ability for AI to create copy has been revolutionary for the marketing and PR fields. When considering marketing specifically, AI copy allows for a more consistent brand voice across content, SEO optimization and easier social media channel adaptation. For PR, using AI as a tool when copywriting creates a faster press cycle which in turn increases outreach and aids towards crisis communication. Overall, AI copy has been significantly helpful with ideation and content drafting, two very important sectors of marketing and PR.
So, what does AI mean for the future of marketing and PR? Artificial intelligence stands as a tool that can be expertly used alongside industry professionals. Alongside being the operative word, it is important to note that while AI can expertly work with data and pattern recognition, it cannot replace the creative and emotional capabilities of humans. The future of marketing and PR can be defined by more efficient workflows, hyper-personalized user experience and data-driven content.
Donate demo models, extra inventory, tools and building materials during the month of August in support of Greater Cleveland’s Habitat for Humanity.
CLEVELAND – June 2025 – Sonnhalter, a communications firm marketing to the professional tradesman in construction, industrial and MRO markets, will be hosting its Annual Tool Drive. This year marks its sixteenth year in partnering with Greater Cleveland Habitat for Humanity. Since 2010, Sonnhalter has raised $567,000—more than half a million in donations for this cause.
Sonnhalter’s Annual Tool Drive runs Friday, August 1 through Sunday, August 31. All organizations, businesses and manufacturers are encouraged to donate demo models, extra inventory, tools and building materials to the Tool Drive. Donations will benefit Greater Cleveland Habitat’s mission of building homes and empowering families with safe and affordable home ownership.
“Each year, we are incredibly impressed by the remarkable generosity of Northeast Ohio and the trades community. It is a powerful testament to what can be accomplished in the name of a greater cause such as supporting Habitat for Humanity,” said Matt Sonnhalter, vision architect at Sonnhalter. “With the annual outpouring of donations and commitment to the Tool Drive, we have been able to donate more than $567,000 to this shared purpose. With continued support and momentum, we are setting our sights even higher this year!”
The Sonnhalter Tool Drive encourages those within the trade industry to look through their warehouses for extra inventory and overstocked tools or items that they would be willing to donate.
Greater Cleveland Habitat for Humanity has helped more than 300 Habitat homeowners, including over 1,000 children, have a safe and decent place to live. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s three ReStores, discount home improvement stores that serve Cuyahoga and Lorain Counties. Proceeds from ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
“This partnership is a testament to Sonnhalter’s deep commitment to both the community they serve and the environment through the items they help divert from landfills,” said Laura Potter-Sadowski, director of ReStores at Greater Cleveland Habitat for Humanity. “Their Annual Tool Drive is something we look forward to every year. It’s a meaningful way to engage with supporters beyond the walls of the ReStore.”
For information on how you can participate in the Sonnhalter Tool Drive, or to coordinate larger shipments, i.e., pallet size, please contact Rosemarie Ascherl-Lenhard from Sonnhalter at 216.242.0420 x130 or [email protected]. To make a monetary donation, please make checks payable to “Greater Cleveland Habitat for Humanity.”
Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. 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. For more information, visit the company website at Sonnhalter.com.
About Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
BlueRecruit recently completed a Q2 2025 report highlighting key developments in the trades. This blog will dive into their findings, starting with two key takeaways:
What WE as a community are doing for the trades is working!
Immigration policy changes are fundamentally changing not only jobsites, but also how companies are hiring and compensating their employees.
Let’s jump into these numbers and see how Q2 can guide you and your business.
Trade program access is better understood
After running a four-year study, BlueRecruit found that the percentage of job seekers aware of the resources available to them in their wish to attend a trade school, vocational training program or career school has increased exponentially.
In 2022, 48 percent of job seekers were unaware of how to enter a trades program.
In 2023, the figure fell to 31.8 percent.
In 2024, the percentage dropped to 28.8 percent.
Now, in 2025, only 26 percent of job seekers are unaware of how to enter a trades program.
In just three years, there was a 22 percent decline in lack of knowledge about the trades for job seekers. This is a testament to the importance of the skilled trades community advocating for the importance of their work. However, the job is far from over. The trades community must band together and use this momentum to increase knowledge and squash negative stigmas around skilled trades.
Policy changes are undeniably affecting the trades
After six months under the Trump administration, the data surrounding immigration reforms and the effects on the skilled trades community is evident.
Q2 reveals a 12 percent increase in the requirement for a clean criminal record.
59 percent of trade employers now require clean criminal records for all jobs, this being a record high.
The percentage of employers requiring new hires to hold an active driver’s license has increased by 8 percent.
General labor compensation has increased by $0.90 in Q2 and an overall $3.39 an hour since the Presidential election.
Overall, it is important to spread knowledge about these policy changes and to take into consideration how they will affect the labor market. Business leaders must stay informed to remain competitive in these changing times.
Meet BlueRecruit – A solution for the skilled trades
BlueRecruit is a direct-hire marketplace for the skilled-trade workers and companies seeking their talent. By removing the inefficiencies of resumes and job posts, BlueRecruit focuses on the skills, certifications and experiences that matter.
Visit https://bluerecruit.us/ to learn more about the skilled trade industry and learn best practices to help your business grow.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
You read something your team wrote and think: this doesn’t sound like us.
It’s a common problem. The brand voice gets defined, documented, and shared—but not always used. And without consistency, your brand loses clarity and trust.
You’ve put in the work to write a voice, story, message, personality, positioning. It’s not fluff. It’s the foundation. And once it’s in place, your brand should be ready to show up with confidence and consistency.
But even with a strong platform, the voice doesn’t always come through in practice. When it’s time to write—an email, a landing page, a social post—people fall back on their personal style. That’s when things get messy: one brand, many voices, and no consistency.
This isn’t about control; it’s about your brand being clear. Writing in the brand voice is a skill, and like any skill, it takes practice.
So how do you help your team write with one voice? Start with these:
Use a checklist. Before anything goes live, run through a few basics. Does this sound like us? Would our audience recognize it? Is the tone right for the channel?
Find an edit partner. Someone internal who understands the voice and can help keep things on track. Share drafts. Swap feedback. Bounce ideas around.
Host a brand voice workshop. Get your team in a room and work through real examples together. Rewrite things, discuss tone, talk it out. It’s low pressure and high value—and yes, we can help with that if you want.
When your brand voice shows up clearly and consistently, people start to trust it. And trust is what makes everything else such as marketing, sales, and hiring much easier. You’ve got the voice. Now make sure people hear it.
Ever run out of ideas for your company’s social media?
Managing your company’s social media can sometimes lead to running out of ideas. You’re constantly looking for fresh content that resonates with your audience. To help you keep things interesting, we’ve rounded up seven content ideas. Here’s how you can keep your social media strategy on track:
Testimonials
One of the best ways to build trust with your audience is by sharing real stories from customers. Testimonials are a great way to showcase the impact of your product or service. Whether it’s a video or a success story, customer feedback builds credibility and encourages potential clients to give your brand a try.
Industry News
Stay relevant and informed by sharing important updates and trends within your industry. Post articles, research findings or even your own thoughts on emerging topics. Your followers will appreciate the valuable insights, and you’ll position your brand as a thought leader.
Behind-the-Scenes
Give your followers a glimpse behind-the-scenes! Whether it’s how your products are made or an office event, showing the human side of your business can create a deeper connection with your audience. These posts help to build authenticity and make your brand more relatable.
Employee Spotlights
Your employees are the heart of your company, so why not introduce them to your followers? Feature employee spotlights, where you share fun facts about team members, highlight their hard work and showcase the faces behind the brand.
User-Generated Content
Encourage your customers to share how they use your products and services by inviting them to post photos, reviews or videos. Reposting user-generated content (UGC) not only builds community but also shows appreciation for your customers and their involvement with your brand.
Q&A
Engage directly with your audience by hosting Q&A sessions. You can answer frequently asked questions about your product or service, clarify common misconceptions or offer expert advice.
Throwbacks and Polls
Everyone loves a little fun now and then. Share nostalgic throwback photos or posts or run polls to get your audience’s opinion on relevant topics. Fun content helps boost engagement and shows your brand’s personality.
These seven content ideas will keep your social media engaging while also building a stronger connection with your followers. Try experimenting with different types of posts and see what resonates most with your audience.
My name is Taylor Morgan, and I am the incoming 2025 Sonnhalter PR intern. Currently, I am a senior at Miami University in Oxford, Ohio where I am finishing up my Bachelor of Arts in both Strategic Communication and Professional Writing. Over the past three years, I have had the opportunity to immerse myself in the study of communications, media, public relations, copywriting, and more, with a specific focus on digital and technical communication in cohorts with my professional writing major. I look forward to applying these skills and getting my hands dirty with Sonnhalter this summer!
In addition to focusing on academics, I have also made it a point to engage with Miami University culture. As a university that emphasizes the importance of student organizations, I have found myself participating in and holding leadership positions within many organizations. Currently, I serve as the Vice President of Committees for my sorority Phi Mu Beta Eta. I am also the incoming Vice President of Community Relations for Miami University’s chapter of PRSSA, as well as the incoming Blog Editor for Miami’s largest student-run publication, UP Magazine. My choice to serve on the executive board of three organizations serves as a testament to how valuable their impact has been on my progression as a student and an individual, I have learned lessons that will no doubt be valuable to my transition into the workforce.
I am from Canfield, Ohio, a small northeastern town about halfway between Cleveland and Pittsburgh. Born and raised here, I spent the first 18 years of my life in an even more specific location, a dance studio. Growing up as a competitive dancer, I learned the values of found family, discipline and hard work, all three of which I have carried throughout every part of my life. While I did not continue my dance career after graduating high school, I did find a way to combine my love for the sport with my love for writing. In addition to my involvement in multiple student organizations, I also served as the Newsletter Editor intern for the Miami University Dance Theatre during my junior year, a position that I will carry on into my senior year.
I plan to bring all the skills and lessons I have learned from my time as a dancer, my time in Miami’s organizations and clubs, and the three years of knowledge I have gained from studying strategic communication and professional writing into my summer with Sonnhalter. Having the opportunity to step into the public relations industry and grow my skills will be an invaluable experience. From creating press releases to influencer outreach, social media marketing, blog posts, and more, I look forward to building my portfolio and experience within public relations. I am ecstatic to begin a journey full of growth, new experiences, challenges, and discovery and I am so grateful to do it with Sonnhalter and the PR Team.
In the trades, safety is more than a checklist—it’s a mindset. As we recognize National Safety Month this June, it’s a chance to spotlight the importance of creating safe work environments for the professionals who keep our world running like plumbers, electricians, HVAC techs, mechanics and more.
Four Ways to Prioritize Safety in the Trades
Gear Up
Hard hats, gloves, safety glasses, steel-toe boots are essential! And making sure PPE fits properly and is used consistently can be the difference between a close call and a serious injury.
Use the Right Tools Poor-quality tools can slip, break or fail under pressure. Choosing high-quality, durable tools protects both productivity and people.
Hazards Job sites are dynamic environments where risks can appear at any moment—whether it’s uneven ground, loud equipment, electrical hazards or working at height. National Safety Month is a great reminder for those in the trades to stay vigilant and proactive. Taking the time to assess the worksite, identify potential dangers and enforce safety protocols helps prevent accidents before they happen. This includes routine safety checks, ensuring all crew members have the right PPE, and reinforcing best practices through clear communication and ongoing training.
Training
When it comes to safety in the trades, being informed is one of the most powerful tools you can have. National Safety Month is the perfect time to prioritize education and training—whether that means attending a safety workshop, joining a hands-on demo or brushing up on the latest industry standards and OSHA regulations. The more you know, the better equipped you are to recognize risks, respond effectively and create a safer job site for everyone involved.
Creating a safer environment in the trades starts with all of us. National Safety Month is a time to refocus, re-engage and recommit to the habits and practices that keep our teams safe. Safety isn’t just a priority in June, it’s a value the trades carry with them every day on the job.
For brands, it’s not enough to simply have a presence on social media—they need to be paying attention. That’s where social listening comes in. It’s more than just tracking mentions or counting likes; it’s about understanding conversations and trends in real time to have better marketing efforts.
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand, industry or topic—and then using those insights for your strategy. It involves tracking things like brand mentions (tagged and untagged), industry keywords, competitor names or hashtags.
So why does this matter?
Social listening helps you understand your audience better. You can identify what customers care about or what frustrates them, all of which can fuel better content and stronger customer service. It also keeps you ahead of trends. By social listening, your brand can jump into conversations early, positioning itself as a thought leader.
Brand reputation
Social listening plays a critical role in managing your brand’s reputation. If someone’s talking about you—whether it’s a compliment or a complaint—you want to know about it. Being able to respond quickly shows that you’re engaged and care about your audience. It’s also a great way to keep tabs on competitors. Finally, it drives product innovation. By listening to what people are saying, you can generate ideas for improvements or entirely new offerings.
If you’re ready to put social listening to work for your brand, start small: track a few keywords, analyze conversations and see what insights surface. From there, let the data guide your strategy and help you make smarter, more impactful decisions.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
We say it all the time: your brand is more than your logo, colors, or tagline. It’s the entire experience someone has with your organization—from the first impression to the unexpected moments when things go sideways.
A recent personal experience reminded us how important those edge moments are.
After noticing a series of fraudulent Uber charges on a credit card, the card issuer (Chase) sprang into action. The fix was fast, proactive, and personal. New card issued. Fraud reversed. Passwords updated. Clear, helpful guidance provided.
Uber? Not so much.
What followed was a frustrating series of scripted chat messages, vague instructions, and unhelpful links. The ease that defines their ride-booking experience vanished the second support was needed. Despite a brand that promises simplicity and seamless service, the follow-through just wasn’t there.
Interestingly, Chase—a brand that sounds buttoned-up and corporate—was the one that delivered a genuinely great customer experience. Uber, with all its cool-factor and sleek promise of effortless mobility, fell short when it mattered most.
So what does this have to do with your brand?
Everything.
Because a brand promise isn’t worth much if it only applies to the easy stuff. It has to show up everywhere—especially in those behind-the-scenes moments. The ones your customer will remember long after the flashy first impression.
It’s a good reminder: your brand doesn’t live in a brand book or strategy deck. It lives in every interaction, especially the unexpected ones.
So how can you make sure your brand shows up consistently?
Here are three simple steps:
1. Audit the fringes. Look beyond the obvious touchpoints. What happens when someone needs support, has a complaint, or engages with back-office processes?
2. Empower your people. The best brand moments come from humans making smart, on-brand decisions. Give your team clear guardrails—and the freedom to make it right.
3. Pressure-test your promise. What happens when things go wrong? Build in ways to deliver your brand values even in the messier moments.
Your brand is built in the quiet moments, not just the shiny ones. Make sure it’s saying what you want it to.
In today’s digital landscape, capturing content is more important than ever. Businesses are trying to tell their stories, engage with customers and showcase products or services in a way that resonates. And the easiest, most immediate tool we have to capture this content is right in our pockets: our smartphones.
While phones have made content creation more accessible, it’s crucial that we don’t overlook the power of each shot we take. Every photo represents your brand and communicates your message. The way we capture content on our phones can make a significant impact on how your business is perceived. Here’s how to approach using a phone to capture content.
Know the Purpose Behind Every Shot
When you’re capturing content for your business, it’s essential to have a clear idea of why you’re taking the photo. Is it to showcase a product? Highlight a behind-the-scenes moment? Or share an event or promotion? Understanding the purpose behind each shot will guide how you frame the image and what elements to focus on.
Consistency in Branding Through Composition
Your business’s content should feel cohesive across all platforms, whether it’s on your website, social media or email marketing. The composition of your photos plays a big role in maintaining that consistency.
Use composition techniques like the rule of thirds to create balanced, visually appealing images. The “rule of thirds” divides the frame into a three-by-three grid, creating intersections that are areas to place your focus.
The rule of thirds is where you mentally divide the frame or screen of your phone into thirds, both vertically and horizontally. This grid overlaying on your screen will help you to place your key subject where the lines intersect. This means that placing your subject into the center of the screen will create a less interesting composition.
Leverage Lighting
The importance of lighting can’t be overstated when it comes to using your phone. Good lighting can elevate a basic product shot into something eye-catching, while poor lighting can make even the best product look unappealing. For businesses, consistent lighting is key to maintaining quality.
If you don’t have enough natural light, then your content may look dark and grainy. Too much light will lead to harsh lighting on your subject. When using natural light, work with the sun and overhead lights to make your content look the best. Consider investing in an affordable lighting kit to ensure products and people are well lit.
By taking a thoughtful, intentional approach to how you capture content, you ensure that every shot speaks to your brand and communicates your message clearly.
So next time you grab your phone to capture a moment for your business, remember to consider the composition, lighting and story behind each shot.
Updated database offers details on over 1,000 schools and nearly 3,500 technical programs, helping companies recruit the next generation of skilled trades professionals.
Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, has updated its free database of vocational education and technical programs across the United States. The list includes over 1,000 schools and nearly 3,500 programs.
Originally launched in 2015, Sonnhalter’s vocational program database offers detailed, easy-to-read information on each program, including addresses, phone numbers, websites and more. The database also features state-specific listings, as well as national programs and resources, and easy-to-sort course titles.
Designed to support companies in their efforts to recruit the next generation of skilled tradesmen, the database is a valuable resource for grassroots campaigns targeting vocational education. The user-friendly, sortable tool can be filtered by program type, location, degree type and other key criteria.
“Sonnhalter understands the challenges faced by the industry, particularly the skills gap and the need to attract young people to the trades after high school,” said Matt Sonnhalter, vision architect at Sonnhalter. “We hope this updated edition of the vocational education database provides companies with an effective tool to connect with and inspire the next generation of trades professionals.”
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. For more information, visit the company website at Sonnhalter.com.
In today’s day and age, the reputation of your brand is crucial. If someone were to misinterpret your product, or the meaning behind a campaign, a bruised reputation could scorch your brand for years on end. People may forgive, but they do not forget. Therefore, the notion of authenticity is vital. The media has been known to “shout-out” those who do not comply with an authentic personality, thus leading to “de-influencing” certain brands who say they are one thing but turn out to be another.
To combat that, testimonials and video testimonials using real-world customers, who are there to vouch for your product and brand are very effective tactics. If your audience senses some kind of un-authentic vibe, to the guillotine you and your company goes. In this blog, we will examine the ways that testimonials and video testimonials can be a critical tool for the success of your company.
Boosting credibility
The way your customer base perceives your brand is likely the most important factor as they decide whether they want to keep buying your products and services. Credibility is a huge factor in that. If your company does not seem credible, your customer base will plummet. Using video testimonials with real people offers the opportunity to boost your company’s credibility. Seeing people like yourself using and enjoying the same product can enhance your company’s credibility and foster a positive connection with your audience.
Enhancing engagement amongst your audience
Engaging with your customers and encouraging them to share their experiences through testimonials can be beneficial. This interaction not only makes customers feel valued but also strengthens the connection between them and your company. By actively seeking their feedback on social media, you’re likely to boost your brand’s credibility.
Cost-effectiveness
By having the right mindset, simple equipment and great lighting, filming video testimonials can cost you next to nothing. It doesn’t take much to create a great video for your audience, which can then lead to a great outcome for your company. It’s quite a misconception that people need the highest quality of technology to create something great. You can do anything with a little bit of technology and a great idea.
Increases customer retention
By creating a conversation between the company and a customer, with the use of testimonials and video, the customers will be coming back for more. But if the customer were to see someone alike using a product and speaking highly of it, the notion of seeing someone satisfied, who is similar using this specific product, speaks volumes. Thus, the customer retention rate can skyrocket.
From these various points, it’s evident how important testimonials and video testimonials can be for your company. It can boost credibility, enhance engagement amongst your customer base, it’s cost effective and can increase customer retention. From that, why not try it?
Matt Sonnhalter gives his top five takeaways from WWETT 2025! Matt reveals photo opportunities, pipe relining, comics and more. Watch the full video below.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Amazing how this quote from an AI assistant in the 1968 film (2001: A Space Odyssey) is now so relevant to where we are today. As if you needed another article on AI and the impact on marketing, writing, or quite frankly, anything else in your life. Love it or hate it; it’s here, it’s not going away, and it’s up to you to decide what or how to leverage the technology.
Most of our work falls into four categories: advising, thinking, creating, or writing. And writing can be lonely—anyone who does it knows that feeling. AI can help here if you decide to go down the path of not 100% human developed content. It can be used simply as a thought starter, a copy editor, or a way to bounce around an idea to get a different perspective. But there is that slippery slope—at what point is AI doing the writing or thinking for you? That’s probably for each of us to define.
And now for some full disclosure, the above was 100% human written. Curious how AI defines its own role in writing? I asked ChatGPT whether there are defined standards for AI-generated content. Here’s what it had to say:
There isn’t a universally accepted or predefined scale that categorizes writing by its degree of AI involvement—from completely human-generated to entirely AI-produced. Instead, what we see are evolving guidelines and best practices in different industries:
Continuum of Use: Most discussions frame writing on a continuum. On one end, you have writing that is entirely human-produced; on the other, work that is fully generated by AI. In between, many pieces are the result of a collaboration where humans leverage AI tools for idea generation, drafting, or editing.
Industry-Specific Guidelines: Different sectors (such as journalism, academia, and marketing) are beginning to develop their own policies. For example, some academic journals now require authors to disclose any use of AI in their writing process, while media outlets are debating transparency standards for AI-assisted content.
Emerging Standards: With rapid advancements in AI writing tools, there’s growing pressure for standardized disclosure practices. However, no consensus exists yet on a formal “level system” similar to frameworks in other fields (like the SAE levels for autonomous vehicles).
Human here again. AI did a decent job as the information is relevant, organized, and sufficiently to the point. Though it is too academic in tone, and this is not how we write at L&SOI (though, AI can be taught tone).
The lesson from 2001: A Space Odyssey? When you hand over too much control to AI, things don’t always go as planned. So, where is your comfort level? At what point or through what prompt do you believe you crossed the line from it being truly your thinking and writing to something that you let AI run for you?
Matt Sonnhalter reveals his top five takeaways from ARA 2025! From the outdoor exhibit area to a cocktail mixer giveaway, Matt shares all the details from the show in the video below.
This blog is based on a recent report from BlueRecruit, highlighting key developments in the trades. As we wrap up Q1 of 2025, there are three important takeaways to note:
More people are joining the trades than at any point in over a generation.
The demand for electricians and manufacturing professionals is skyrocketing.
The general labor industry is undergoing massive shifts, likely due to recent presidential election results and changes in immigration policies.
Let’s dive into these and explore how this data can guide your business decisions.
The surge of new skilled trade workers
Despite the persistent negative stigmas surrounding the trades, there’s no denying the appeal of this career path. Young people, women and veterans are turning to the trades at the highest rates since World War II.
42 percent of BlueRecruit job seekers have been female.
49 percent are under the age of 35.
11 percent are veterans.
This surge is a great opportunity for employers to grow. In fact, hiring is up 376 percent from Q4-2024 to Q1-2025, compared to the same period a year ago.
So, how can employers maintain this momentum? It’s essential to invest in continuous training and mentorship programs. Not only does this help employees grow, but it also ensures your business maintains a competitive edge. Concerned about the cost of training? Many states offer apprenticeship programs and financial assistance to get you started.
A historic demand for electricians and manufacturing professionals
Three of the eight most in-demand trades this quarter are electricians, fabricators and manufacturing technicians. Even Michigan, known as the heart of U.S. manufacturing, saw its highest demand in history.
For electricians, compensation has risen by $0.76 per hour compared to Q4-2024, translating into an average $1,580.80 annual salary increase—without even factoring in overtime. This surge shows no signs of slowing down, creating opportunities for both workers and employers.
Major shifts in general labor due to immigration policy changes
As immigration enforcement and deportation become a central topic in national discussions, the effects are seen through the trades.
Employer requirements for clean criminal records increased by 10 percent compared to Q4, marking the largest increase in a single quarter in the history of the State of the Trades (SoTT).
General laborer compensation saw a significant boost, increasing by $2.40 per hour, the largest single-quarter increase ever recorded for this demographic.
Texas also regained its spot as the state with the most hires, the first time since Q2-2022.
Meet BlueRecruit – A solution for the skilled trades
BlueRecruit is a direct-hire marketplace designed for skilled trade workers and companies seeking their talent. By removing the inefficiencies of traditional resumes and job postings, BlueRecruit focuses on what matters most, skills, certifications and experience.
Stay tuned to BlueRecruit for more industry insights and talent acquisition best practices to help you grow your business and navigate the evolving trades landscape.
Matt Sonnhalter reveals his top five takeaways from AHR 2025! Matt explores the crowded tradeshow floor, personalized caricature drawings, cologne and more! Watch the full video below.
Recently, Sonnhalter’s president, Matt Sonnhalter, was featured on 5 Minutes with Industrial Distribution, where he discussed a unique effort to help promote the needs of skilled workers and their prospective employers: a free database of vocational education and technical programs that span across the U.S.
March 11th is dedicated to raising awareness about the vital role plumbing and plumbers play in our daily lives. At Sonnhalter, we deeply appreciate the hard work and commitment of plumbers everywhere. Today, we’re sharing some interesting plumbing facts to highlight the importance of this essential profession.
Did You Know? Plumbing Improves the World…
Standardized plumbing systems can be traced back to around 3,000 B.C.
Between 2000 and 2015, more than 1 billion people gained access to piped water supplies.
Approximately 0.3% of homes in the U.S. experience minor plumbing leaks.
The global population using safely managed sanitation services grew from 28% in 2000 to 39% in 2015.
A 4-minute shower can now use as little as 24 liters of water.
The dual flush toilet, developed in a small Australian town in 1980, now uses as little as 4.5 liters of water.
Today, we salute the plumbers who keep everything flowing—and prevent it from overflowing. Thank you to the dedicated professionals who answer the call, often without sharing the tales of what they’ve pulled out of pipes!
On International Women’s Day, we take a moment to celebrate the incredible women making strides in the trades industry. Once predominantly male-dominated, the trades are now seeing more women take on key roles—from plumbing to carpentry, electrical work to HVAC.
Women in trades are not only challenging stereotypes but are also helping to fill critical skill gaps in the workforce. Their talent, hard work and resilience are driving the industry forward, and they continue to inspire the next generation of women to pursue these careers.
Today, we honor the women who are breaking barriers and excelling in their craft. Thank you for your dedication, skill and leadership in the trades. Here’s to you—today and every day!
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
We’re not talking about what someone may say that sets you off
Instead, we’re referring to the trigger that sparks an impulse to potentially make a purchase. Interestingly, both concepts are somewhat connected. In psychology, a trigger is an external event or circumstance that elicits a reaction. It can stem from a sight, sound, smell, texture, or even being in a specific location.
These triggers often play a significant role in our decision-making process as consumers. For marketers, understanding them is crucial to crafting effective strategies that align with customer journeys.
Think about this: You don’t wake up one day and randomly decide to purchase a new car. Something sets that process in motion. Was it the funny noise your current car started making? Did your neighbor’s shiny new vehicle catch your eye? Or was it the irresistible “new car smell” you experienced in a rental? Triggers like these often serve as the initial spark that propels us toward action.
But Wait! Wasn’t it Because of My Awesome Advertising?
While advertising plays a role in this process, it’s rarely the sole reason for a purchase. Instead, advertisements often act as amplifiers, gently nudging individuals along their journey. They might inspire you just enough to click a link, visit a store, or start researching options. However, the true trigger typically lies deeper, intertwined with psychological and emotional factors. Therefore, understanding the triggers can serve as a solid strategic path or input to creating your advertising plans.
The Psychology of Triggers
The reason for this is because triggers tap into core human behaviors and emotions, creating connections that drive action. A study published in the Journal of Consumer Research found that the scent of fresh-baked cookies in a store increased impulse purchases by creating an emotional association with comfort and home. Something Disney learned a long time ago as they pumped out the smell of fresh baked cookies near their bakery shop on Main Street.
Other times, the underlying psychological component that combines with a trigger to cause action is how some marketers tap into our fears and desires. It could be our desires to be more beautiful, wealthier, healthier, or simply having some FOMO (fear of missing out), which is why at times it feels irresistible to pass up that limited-time offer or access to exclusive products.
Take a Holistic Approach
When delving into the customer journey, it’s just as important to learn what someone is thinking and doing as well as feeling when they think about what triggered the need for a product or service. This holistic view enables brands to more clearly follow that journey into what people eventually do to make a purchase, whether it’s researching online, speaking to friends, or go window shopping. Try it on yourself! Think back to a recent purchase. What was your trigger? And what were you thinking, doing, and feeling when it compelled you to take that next step towards the purchase
From Trigger to Action
Once you’ve identified your customer’s triggers, the next steps are:
Map the Customer Journey: Understand where and how triggers emerge within the broader context of the customer’s decision-making process.
Leverage Emotional Insights: Use storytelling and messaging that aligns with the emotions tied to your customer’s triggers. For instance, if safety is a concern, emphasize features that promote security and peace of mind.
Design Engaging Touchpoints: Create sensory and interactive experiences that reinforce the trigger. If a scent triggers nostalgia, incorporate it into your physical or digital spaces.
By understanding the interplay between external triggers and internal motivators, you can create marketing strategies that not only reach your customers but also resonate deeply with them. In doing so, you are on your path to position your brand as a solution that meets their needs in both practical and emotional ways.
In a recent article from Forbes, Influencer marketing is a booming industry worth $24 billion, and despite challenges, it’s showing no signs of slowing down. A recent report found that 40% of marketers are dedicating a significant portion of their budgets to influencer campaigns. As we progress through 2025, several trends are shaping the future of this marketing strategy:
Creators as Advisors & Consultants: Influencers are increasingly becoming integral to brands’ strategies, influencing product development and trend forecasting, not just content creation.
LinkedIn’s B2C Potential: While traditionally a B2B platform, LinkedIn is emerging as a powerful channel for B2C brands, with creators leveraging it for deeper engagement with a professional audience.
Long-Term Partnerships: Brands are shifting towards long-term collaborations with creators, viewing them as strategic partners for growth, beyond one-off promotions.
User & Employee-Generated Content: With influencer fees rising, more brands are turning to cost-effective, authentic content created by users and employees to build trust with consumers.
In-Person Events: Experiential marketing is making a strong comeback, with influencers playing key roles in promoting and co-hosting live events.
For trades and industries like ours, these trends present valuable opportunities. Influencers are not just promoting products but are becoming key figures in shaping industry trends and engaging communities. By tapping into long-term partnerships, diversifying content strategies and even involving influencers in live, hands-on experiences, companies can enhance their brand visibility. This approach can help foster deeper connections with both professionals and consumers in the industry.
Matt Sonnhalter breaks down his top five takeaways from World of Concrete 2025! From cutting-edge innovations to emerging industry trends, Matt shares key insights from the show in the video below.
It’s crucial to establish an online brand identity to stand out. A strong brand identity not only helps you attract and keep customers but also differentiates you from competitors. Here’s how to build a compelling and cohesive brand identity.
Define Your Core Values
Before you start, it’s essential to have a clear understanding of your brand’s core values. Ask yourself:
What is the purpose of your brand?
What values drive your business?
How do you want to impact your audience?
Defining these elements will serve as the foundation for all your branding efforts. Ensure that your online presence reflects these values consistently.
Design a Visual Identity
Visual elements are integral to your brand identity. This includes:
Logo: Your logo should be unique, memorable and reflective of your brand’s personality.
Color palette: Choose colors that align with your brand values.
Typography: Select fonts that enhance readability and fit your brand’s tone.
Consistency in visual design across your website, social media and other online platforms is essential for brand recognition.
Create a Cohesive Online Presence
Your website and social media profiles are often the first place for potential customers. Ensure that your brand identity is consistent across all these platforms. This includes:
Website design: Your website should be visually aligned with your brand and offer a user-friendly experience.
Social media: Profile images, cover photos and posts should all reflect your brand’s visual identity and voice.
Maintaining consistency helps in reinforcing your brand identity and making a strong impression.
Leverage Content Marketing
Content marketing is important for establishing your brand’s expertise. Create relevant content that aligns with your brand’s messaging and addresses your audience’s needs. This could include:
Blog posts: Share insights, tips and updates related to your industry.
Videos: Use videos to showcase your products, services or behind-the-scenes content.
High-quality content not only drives traffic but also helps in building credibility and brand recognition.
Monitor and Adapt
Building a strong online brand identity is an ongoing process. Regularly monitor your online presence and gather feedback from your audience. Use analytics tools to track performance and identify areas for improvement. Be ready to adapt your strategies based on changing trends and audience preferences.
Encourage User-Generated Content
User-generated content (UGC) can be a powerful way to build brand credibility and engage with your audience. Encourage your customers to share their experiences with your brand on social media or through reviews. Highlighting UGC on your platforms not only boosts engagement but also provides testimonials to your brand.
By leveraging these strategies and continuously adapting to your audience’s needs, you can establish an online presence that resonates with your target market. Start implementing these to build a brand identity that stands out.
Eco-friendly practices are driving transformative changes in the manufacturing industry. Businesses are reducing waste, adopting renewable energy, and using sustainable materials to meet rising environmental standards. The construction, industrial, and manufacturing sectors are experiencing a shift as customers demand sustainable products. These practices provide a competitive edge, long-term cost savings, and improved brand reputation. The transition to green manufacturing is essential for companies looking to remain relevant and thrive in modern markets, transforming the manufacturing industry.
Sustainable Materials: The Foundation of Green Manufacturing
The adoption of sustainable materials forms the core of eco-friendly manufacturing. Manufacturers are replacing traditional materials with renewable, biodegradable, and recycled resources. These include bamboo, reclaimed wood, recycled steel, and sustainable concrete. Bamboo, for instance, grows rapidly, making it a renewable choice. In contrast, traditional timber depletes forests and takes decades to regenerate. Recycled steel reduces the need for mining, conserving natural resources, and cutting energy use by 60%. Similarly, sustainable concrete incorporates industrial byproducts like fly ash, which would otherwise go to waste.
These materials are better for the environment and enhance durability and performance. Many construction and industrial firms are now specifying eco-friendly materials in their projects. Manufacturers offering such materials stand out in competitive markets. By embracing sustainable options, they appeal to a growing customer base prioritizing green solutions.
Green Branding: Differentiating Manufacturers in Competitive Markets
Eco-friendly practices enhance brand value, setting manufacturers apart from competitors. Customers increasingly prefer businesses that demonstrate a commitment to sustainability. Green branding communicates this commitment through certifications, eco-labels, and transparent reporting. Certifications like LEED or ISO 14001 build trust and signal adherence to environmental standards.
Alt: A man welding
Capt: Eco-friendly practices are significantly transforming the manufacturing industry
Case studies highlight the benefits of green branding. For instance, a construction materials company that switched to eco-friendly practices gained new contracts from sustainability-focused clients. In short, green branding attracts environmentally conscious customers and strengthens loyalty among existing ones. Manufacturers emphasizing their sustainability efforts can command premium pricing while improving market share.
Energy Efficiency: Revolutionizing Operations for a Greener Future
Energy efficiency is an important factor in transforming the manufacturing industry. Factories are adopting high-efficiency machinery, upgrading to LED lighting, and integrating smart energy sensors. These upgrades reduce energy consumption while cutting operational costs. For example, smart energy systems monitor equipment usage and shut down idle machinery to save power. Factories using these systems have reported energy savings of 30% or more.
Government incentives encourage the adoption of energy-efficient practices. Tax credits and grants for renewable energy systems make the transition financially viable. Solar panels, for instance, power operations while reducing reliance on fossil fuels. Another key point is the increasing use of cogeneration systems, which produce heat and electricity simultaneously, maximizing energy efficiency. These strategies help manufacturers reduce their carbon footprints while improving their bottom lines.
Circular Economy Models: Extending Product Life Cycles Leads to Transforming the Manufacturing Industry
The circular economy offers an alternative to the traditional “make, use, dispose” model. In this approach, manufacturers design products for reuse, repair, and recycling. That reduces waste and minimizes the need for new raw materials. For example, companies refurbish old industrial equipment, giving it a second life instead of discarding it. As an illustration, some firms reclaim scrap materials from demolished buildings to produce new construction components.
Alt: A man in a factory
Capt: The circular economy offers an alternative to the traditional “make, use, dispose” model
Manufacturers adopting circular economy principles benefit from reduced material costs and improved resource efficiency. These models align with customer demands for products that minimize environmental harm. With this in mind, extending product life cycles is sustainable and economically advantageous. Companies incorporating circular practices position themselves as leaders in green manufacturing.
Digital Transformation and Eco-Friendly Manufacturing
Technology plays a critical role in achieving eco-friendly manufacturing goals. Digital tools like IoT sensors, AI, and blockchain streamline resource use and minimize waste. IoT sensors monitor production lines in real time, identifying inefficiencies and enabling immediate corrections. AI-driven systems analyze energy consumption patterns, suggesting optimal usage strategies.
In contrast to manual tracking, blockchain ensures transparency in supply chains. It verifies the sourcing of sustainable materials and monitors compliance with environmental regulations. Smart factories leverage these technologies to achieve zero-waste production goals. Manufacturers improve operational efficiency and environmental performance by integrating technology with sustainability efforts.
Overcoming Challenges in Adopting Eco-Friendly Practices
Transitioning to eco-friendly manufacturing has its challenges. Common barriers include high upfront costs, resistance to change, and knowledge gaps. Nevertheless, companies can overcome these obstacles through strategic planning and external support. Government grants and subsidies help offset initial investment costs, and partnerships with sustainability consultants provide the expertise needed for a smooth transition.
Training programs educate employees about the benefits of eco-friendly practices, fostering a sustainable culture. Manufacturers can also pilot green initiatives on a small scale before scaling them up. These steps ensure a manageable and effective transition to sustainable operations. Another key point is clear communication with stakeholders, ensuring alignment on green goals.
Collaboration for a Sustainable Future
Collaboration is essential to transforming the manufacturing industry. Manufacturers are increasingly partnering with suppliers, customers, and competitors to drive sustainability initiatives. These collaborations allow for shared resources, knowledge, and innovations that accelerate the adoption of eco-friendly practices. For instance, companies can collaborate to develop new sustainable materials or improve energy efficiency across the supply chain.
Industry associations and governmental organizations offer platforms for companies to share best practices and access funding. These collective efforts create a more significant impact, helping to scale green initiatives faster and ensuring that sustainability becomes a core aspect of the entire industry. With this in mind, collaboration is helping to transform the manufacturing industry, driving it toward a more sustainable and efficient future.
Alt: A man with dirty gloves
Capt: Manufacturers are increasingly partnering with suppliers, customers, and even competitors to drive sustainability initiatives
The Future of Manufacturing is Green
Eco-friendly practices are transforming the manufacturing industry. Sustainable materials, energy efficiency, circular economy models, and green branding marketing reshape manufacturers’ operations. Technology enhances these efforts, making green practices more accessible and impactful. While challenges exist, they outweigh the long-term benefits of reduced costs, enhanced brand value, and environmental responsibility.
Manufacturers who embrace eco-friendly practices meet customer expectations and secure a sustainable future. These practices contribute to a healthier planet while gaining a competitive edge. The future of manufacturing is green, and companies must act now to lead the way.
Author Bio: Charlie Woods is a content specialist at Movers Development, a digital marketing agency dedicated to helping moving companies grow through innovative SEO strategies, web development, and online branding. Focusing on industry trends and sustainability, Charlie provides insights to help businesses adapt to evolving market demands. He combines marketing expertise with a passion for eco-friendly practices, supporting companies in achieving long-term growth and environmental responsibility.
Meta: Learn all about how eco-friendly practices are transforming the manufacturing industry and promoting sustainable products.
As we enter 2025, we’re reflecting on the incredible milestones that made 2024 unforgettable. From industry recognition to tradeshows, here’s a look back at Sonnhalter’s 2024—by the numbers.
1. PRSA Rock Awards Silver Award
We ended 2024 proudly taking home a Silver Award in “Trade Media Relations” at the PRSA Rock Awards! This recognition celebrated our outstanding media relations work with NIBCO shows how a well-executed media relations strategy and how our collaboration with NIBCO is driving industry awareness and engagement.
2. PR Intern
This summer, we had the pleasure of working with one amazing intern. Their contributions and fresh perspective made this year’s internship program a success.
3. 14 Trade Shows and Counting
Sonnhalter attended 14 trade shows across the country! These events provided valuable opportunities to connect, network and stay up to date with the latest trends in the industry.
4. 48th Anniversary Celebration
We proudly celebrated Sonnhalter’s 48th anniversary in 2024! Since our founding, we’ve been transforming the B2T marketing landscape, and we’re excited to continue making an impact for years to come.
5. Sonnhalter Eclipse Glasses
In 2024, we gave out 2,000 Sonnhalter-branded eclipse glasses, ensuring no one missed the breathtaking celestial event. Our team was thrilled to be part of this spectacular moment with our clients and partners.
6. Tool Drive Success: Nearly $50,000 Raised
Sonnhalter’s Annual Tool Drive was a huge success, raising nearly $50,000 for local charities. Since its inception in 2010, we’ve collected over $567,000—more than half a million in donations! We’re proud to support our communities and can’t wait to see what 2025 brings.
As we look back at these incredible accomplishments, we’re energized for the future. Here’s to even more success and milestones in 2025!
In the world of content creation, multiple B2B marketers are comfortable in generating different tactics to get ahead of brand awareness, leads and driving sales. However, that doesn’t make up all of what content creation has, or its challenges, as noted in the latest annual B2B content marketing report from the Content Marketing Institute, produced in partnership with MarketingProfs. The bar graph created from the survey shows the different problems that many content creators face, who are in communications, marketing and content creation roles.
According to a July 2023 survey, the top challenge for B2B marketers’ content creation was creating the right content for the specific marketer’s audience. An astounding 57 percent voted this to be the biggest challenge, which comes to a bit of a surprise. Many know that it does take a great amount of analysis in order to figure out the perfect content for your specific audience. However, it does speak volumes that this ranked as the #1 biggest challenge for B2B marketers.
One interesting percentage that particularly caught my eye for ranking in the middle of the survey was that one of the challenges was to create quality content, coming in at 44 percent. In most cases as a company within the marketing communications realm, you want to only be generating and posting quality content versus quantity for your audience. As a perspective client and viewer of multiple marketing and communication companies, if I were to find content put out that wasn’t quality, that would be a red flag in my mind. Some examples of quality content include insightful videos of various employees at a company, creating eye catching graphics or writing blogs that are up-to-date with the latest trends in your industry.
As for the percentage that ranked last, as the least hard challenge that B2B marketer’s having to keep up with would be creating enough content to keep up with external demand, coming in at 30 percent. This statistic ranking last didn’t come as a big surprise, as many companies continue to pump out graphics, videos and different types of social media posts. This can lead to the challenge in creating quality content or the right content for your audience, which concludes as the top statistics in this graph. Very full circle.
Overall, in the world of content creation, there will always be challenges associated with it. The various audiences for each company are forever changing and the demand from them will also be in an upward spiral. Each year trends and audiences change, which institutes the importance of keeping up with the fresh cycle of marketing and content creation.
To learn more about the survey or about Marketing Charts and the research that they put out, click here.
Missed STAFDA in Nashville? No worries! Watch Sonnhalter’s recap video to experience the excitement of the tradeshow floor and get a glimpse of the latest trends in the construction and industrial industry. We’re already counting down the days to 2025’s event!
Season’s greetings, from the Sonnhalter team! We are grateful for another successful year, and we couldn’t have done it without our wonderful clients, business partners and friends like you. The Sonnhalter team will be taking some time off over the holidays from December 23rd to January 1st. We hope that you enjoy this holiday season and time with your family and friends! We’ll see you in 2025! Sonnhalter, your B2T partner – let’s build something together.
Check out Sonnhalter’s recap video from SEMA in Las Vegas! If you couldn’t attend this year’s event, this video brings you right into the heart of the action, showcasing the tradeshow floor and the automotive industry. Sonnhalter can’t wait to attend next year!
I recently attended PHCC CONNECT in Birmingham, Alabama, and it was an unforgettable experience. The event kicked off with an opening party at the Barber Vintage Motorsports Museum, a venue that showcases five floors filled with rare cars and motorcycles. The Sonnhalter team was surprised to make it through all five floors, but you would need a full day to look at every vehicle in there!
Everyone at CONNECT was eager to learn about the future of our industry, exploring the latest products and educational opportunities related to influencers, AI and eco-friendly practices. It was great to see dedicated professionals all committed to learning about what we can do better and ways we can advance.
A new event this year at CONNECT was the pep rally held to cheer on the apprentices. This fun event not only lifted morale but also allowed professionals to network. It’s encouraging to see support for the next generation of workers in our field and how we can continue to promote the trades.
I also had the opportunity to attend Matt Sonnhalter’s annual BBQ outing with industry media, where we were treated to the South’s famous white sauce alongside delicious BBQ at Rodney Scott’s BBQ. It was a fantastic way to relax and enjoy good food.
Throughout the event, I attended various sessions that sparked new ideas and insights into industry trends. CONNECT was an awesome show to attend and we can’t wait to see what next year entails in Grand Rapids, Michigan.
To watch a behind-the-scenes look from PHCC Connect visit,
Sonnhalter wins a silver award in “Trade Media Relations” category on behalf of NIBCO.
CLEVELAND – November 2024 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, received a silver award in the “Trade Media Relations” category at the 22nd Annual Public Relations Society of America’s (PRSA) Cleveland Rocks Awards competition recognizing excellent communications programs and tactics.
Sonnhalter received the silver award in “Trade Media Relations” for NIBCO’s proactive media program that maximized its effort to increase knowledge of its products among end users, distributors and media.
Sonnhalter worked to develop a proactive, strategic media relations program to leverage the knowledge and expertise within NIBCO and take advantage of key opportunities to spread awareness about the company, its products and technologies, and its experts.
The Sonnhalter program included an editorial audit that identified and outlined potential editorial opportunities, a consistent press release program, ongoing media pitches to place bylined feature articles, technical articles, and case histories, pitching NIBCO experts as sources for trade editors’ round-up articles covering industry trends, issues and products and arranging one-on-one media meetings at key trade shows.
“We’re honored to receive this recognition from other public relations professionals and proud of the work we’ve done with NIBCO,” said Matt Sonnhalter, Vision Architect at Sonnhalter. “This award shows how a well-executed media relations strategy and how our collaboration with NIBCO is driving industry awareness and engagement.”
Annually, the PRSA-Cleveland Rocks Awards acknowledge Northeast Ohio’s outstanding communications programs, which incorporate research, planning, execution and evaluation. PRSA Cleveland Rocks Award winners demonstrate leadership in public relations and contribute to advancing the profession locally.
About NIBCO INC.
NIBCO INC. manufactures and distributes a full line of flow-control products and systems for applications in the residential, commercial, industrial, marine, irrigation and waterworks markets. NIBCO, a fifth-generation business with its headquarters in Elkhart, Ind., operates 15 manufacturing plants across the United States and around the world. Visit NIBCO.com for information on the complete line of NIBCO products.
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. For more information, visit the company website at Sonnhalter.com.
About PRSA
The Public Relations Society of America (PRSA) is the world’s largest organization for public relations professionals with nearly 32,000 professional and student members, and more than 100 Chapters nationwide. Serving nearly 300 members, the PRSA Greater Cleveland Chapter brings together public relations, communications and marketing practitioners throughout Northeast Ohio. Among the Chapter’s most important activities and duties is coordinating networking events and activities, developing and hosting professional development activities for members, serving as a resource for public relations students and providing recognition of excellence and best practices in all facets of the field of public relations. www.prsacleveland.org
The week of November 17 of this year is National Apprenticeship Week. We celebrate all that comes with internships and apprenticeships for the trades. Being that this year will be the 10th anniversary of this holiday, makes National Apprenticeship Week even more special. Whether you are in the electrical, plumbing, welding or carpentry trade apprenticeships and internships are where you start out and gain the skills you need to continue your career.
Here are five facts about apprenticeships to help celebrate this nationally recognized week:
An apprenticeship is a paid job with training.
Apprenticeships are for people of all ages – not just school leavers or young people, although they are a crucial route into work for this group.
Apprenticeships can upskill existing employees as well as train new recruits.
There are over 500 apprenticeships approved for delivery, covering a diverse range of roles in many different sectors.
Businesses select a training provider to work with to deliver their apprenticeships; these include colleges and independent training providers.
When crafting your next social media post, it’s essential to consider factors that will resonate with your audience. Different industries and audiences have varying preferences for content length. Generally, audiences lean towards either short-form or long-form content. Long-form content typically exceeds 900 words or three minutes in video length, while short-form content is under 900 words or three minutes long. Let’s discuss the benefits of utilizing both forms of content.
Long Form Content:
Building a Rapport
Building rapport with your audience is crucial for any business. It boosts your credibility and deepens your audience’s connection with your brand. This, in turn, allows you to better understand their preferences and deliver content that truly resonates with them.
Allotting Time to Weave Together a Great Story
Long-form content allows creators to craft a compelling story in detail. By investing time in a well-developed narrative, you can capture your audience’s interest. For example, longer videos enable your company to share its story, values and client relationships, helping to reach diverse audiences and provide a deeper insight into your business.
Allows More Keywords to be Used for SEO
Long-form content is usually very detailed and includes more thorough information and examples, providing more opportunities in searches for keywords to come up in searches. Typically, long-form content also cites other third-party resources and studies that allow visitors to deep dive into a specific subtopic. From that, it ranks for more keywords for SEO, therefore your content would be more discoverable.
Short Form Content:
Shorter Attention Spans
In recent years, attention spans have increasingly diminished. The national average attention span is 8.25 seconds, which explains why sometimes short form content is more desirable. Do you ever find yourself skipping over longer videos after a day of work because you don’t want to sit through a five-minute video? Exactly. We’ve all done it, and we will continue to do so, if our attention spans continue the trend of declining as they have been for the past several years.
Easier to Consume
Long videos can be divided into shorter segments to make them more digestible for audiences. For the trades, using brief product videos and testimonials can maintain or increase engagement. Also, creating suspense—such as teasing a product launch and following up with more details later—can keep your audience eagerly anticipating more. Highlighting key features and benefits of products in short videos or articles is another effective way to generate buzz and engage your audience.
Statistically Speaking…
According to Wired, it was found that “On platforms like TikTok and Instagram Reels use videos that are often less than 30 seconds in length,” and “50 percent of TikTok users say videos longer than 60 seconds are ‘stressful’.” This statistic is incredible insightful to deciding whether or not short form content is appropriate for the type of content that you put out for your audience. It’s also important to judge your audience in order to see what kind of content they would prefer.
Overall, there are great benefits to using both long form and short form content. It’s important to weigh which type of content would benefit you and engage your audience more. This, in turn, allows your audience to see the content that is important and interesting to them. For most companies, it would most likely be in favor of them to generate a mix of long form and short form content, in order to maximize the marketing efforts that are put out. When utilizing either type of content, as long as you understand what your audience would want, from there your content will be able to thrive.
Influencer marketing has evolved from a niche strategy to a mainstream approach for brands looking to amplify their reach, engage with target audiences and drive results. Here’s how you can utilize building an effective influencer program.
Define Your Objectives
Before you dive into an influencer program, it’s crucial to establish clear objectives for your program. Are you aiming to boost brand awareness, drive sales or enhance engagement? By setting specific, measurable goals, you can tailor your influencer program to meet these objectives.
Identify Your Ideal Influencers
Finding the right influencers is key to the success of your program. Look beyond follower counts and focus on finding influencers who align with your brand values and resonate with your target audience. Consider factors such as engagement rates, types of content they post and how often they post. Micro-influencers, with their highly engaged audiences, can often provide more significant impact than those with massive followings.
Build Authentic Relationships
Influencer marketing succeeds on authenticity. Aim to build genuine relationships with influencers. Engage with them on social media, collaborate on projects and provide value beyond just monetary compensation. An authentic partnership can lead to more compelling and more credible social media posts.
Collaboration Guidelines
To ensure a smooth collaboration, establish clear guidelines for influencers. Outline your brand’s expectations, campaign goals, key messaging and content requirements. Provide influencers with the creative freedom to craft their content in a way that feels natural to their audience while aligning with your brand’s voice.
Track Results
Tracking and analyzing the performance of your influencer program is essential for continuous improvement. Use metrics such as engagement rates to gauge the effectiveness of each influencer partnership. Leverage these insights to refine your strategy and optimize campaigns.
By defining clear objectives, choosing the right influencers, fostering authentic relationships and continuously optimizing your approach, you can unlock the full potential of influencer marketing.
As the landscape of influencer marketing continues to evolve, staying adaptable and responsive to insights will ensure your program drives meaningful results.
This year, we celebrate Sonnhalter turning 48! In 1976, John Sonnhalter founded Sonnhalter with a focus on industrial manufacturing accounts. Over time, our focus evolved, and we coined the term B2T, encompassing markets such as plumbers, electricians, machinists and others working in the trades.
At Sonnhalter, our focus as a manufacturing marketing agency is to serve companies that target professional tradesmen in the construction, industrial and MRO markets. To this day we stand by our motto, “Not Afraid to Get Our Hands Dirty.”
From Berea to Downtown Cleveland
One of the biggest changes since our founding was our move from Berea to Downtown Cleveland in February 2015. This relocation to a larger, more central location downtown brought us closer to a vibrant and thriving hub of activity.
A New Presidency
In its 48 years of service, Sonnhalter has undergone significant changes, including the retirement of founder John Sonnhalter and the appointment of his son, Matt Sonnhalter, as president. This father-son duo has made a notable impact in the B2T world. Upon John’s retirement, Matt stepped into his father’s role and continued the legacy of leadership. Matt has successfully guided the company, leveraging his extensive industry experience to drive Sonnhalter’s success.
Award Winning Work
At Sonnhalter, we take pride in our work and the clients we are fortunate to partner with. Our expertise has earned us numerous accolades, including awards for our work with Franklin Electric, General Pipe Cleaners, Kapro Tools and Weldcote. We’ve received ten gold and silver awards from the Davey Awards, and six gold and bronze awards from the PRSA Cleveland Rocks Awards competition. We were also recognized as one of BtoB magazine’s top business-to-business agencies in the U.S. for five consecutive years. These honors reflect our dedication, and we look forward to achieving even more in the future.
101 Days of Summer Photo Contest
Since 2004, Sonnhalter has held its annual summer photo contest, where every employee has the opportunity to submit photos that creatively reflect their summertime activities. Through this competition, each employee has the chance to win a cash prize and more importantly, bragging rights for the year.
Sonnhalter’s Annual Tool Drive
For 15 years, Sonnhalter has figured out a way to give back to the community, tradesman style. In 2010, we started our Annual Tool Drive and it has been a huge success. Overall, we’ve raised more than $517,000 to benefit Greater Cleveland’s Habitat for Humanity, in the hopes of eliminating substandard housing in our community. For the Tool Drive, we ask members of the community to donate old or unused tools and building materials that they might find in warehouses, garages and sheds.
We are extremely proud of our journey and where we stand today as a company. From the days of keylining and desktop publishing to sending snail mail press releases and embracing social media and influencers, our industry has evolved significantly. With the dedication of our Sonnhalter team and the support of our clients, we’ve navigated these changes and continue to thrive. Looking ahead, we’re excited about the future and ready to embrace new opportunities and challenges.
Recently, Sonnhalter’s president, Matt Sonnhalter, was featured on the Appetite for Construction podcast, where he reflected on the 2024 PHCC CONNECT held in Birmingham, Alabama. Matt emphasized the importance of collaboration and knowledge sharing within the industry, particularly in engaging with younger professionals in the trades.
Matt discussed the engaging sessions and networking opportunities that contributed to a productive atmosphere, allowing attendees to address the evolving challenges they face. Listen to the episode here to hear more about Matt’s thoughts on the event and its lasting impact on the industry.
Alt-tag: Two women talking about optimizing manufacturing operations.
The integration of data analytics is proving indispensable, particularly for manufacturers serving the construction, industrial, and manufacturing markets. This transformative approach enhances decision-making and ensures a competitive edge in a rapidly changing sector. Leveraging precise data insights leads to significantly optimizing manufacturing operations, resulting in improved efficiency and reduced operational costs.
As we delve into the myriad ways data analytics reshapes manufacturing practices, it becomes clear that embracing this technology is not just beneficial but essential for staying ahead. Rather, data analytics is pivotal in refining production processes, maintaining equipment effectively, and ultimately leading manufacturers to unprecedented levels of success.
Data Analytics in Modern Manufacturing
The integration of data analytics into modern manufacturing signifies a paradigm shift from traditional, intuition-based methods to strategic, data-driven decision-making. This evolution is crucial as it enables manufacturers to anticipate market trends, adapt to changing demands, and enhance operational efficiencies. Data analytics is the backbone forstrategic planning, providing insights that lead to improved resource management and optimized production workflows.
These advancements are not just about keeping pace but about setting the pace in a competitive industry where precision and efficiency are paramount. By analyzing vast amounts of data, from production speeds to material costs, manufacturers are equipped to make informed decisions that not only streamline operations but also foster innovation and growth within the industrial, construction, and manufacturing sectors.
Modern businesses rely on data analytics to be better at optimizing manufacturing operations. Alt-tag: Manufacturing buildings against the sky.
Enhancing Production Efficiency through Data Analytics
Data analytics enhances production efficiency by transforming raw data into actionable insights. This process involves a detailed analysis of production lines to pinpoint inefficiencies and streamline operations. By harnessingmarket intelligence, manufacturers gain a deeper understanding of operational bottlenecks, allowing for precise adjustments in real time. This targeted approach significantly improves throughput and reduces waste, optimizing the entire production cycle.
Furthermore, data-driven strategies support faster production rates and align product output with current market demands, ensuring manufacturers produce the right products at the right time. The integration of advanced analytics tools thus plays a crucial role in boosting production efficiency, reducing costs, and enhancing the overall competitiveness of manufacturing operations in the construction and industrial sectors.
Predictive Maintenance: Preventing Downtime Before It Happens
Predictive maintenance is vital for optimizing manufacturing operations because it utilizes data analytics to foresee and prevent equipment failures before they disrupt production. This proactive approach involves monitoring the condition of machinery using sensors and data analytics to detect anomalies that predict potential breakdowns. Implementing predictive maintenance strategies allows manufacturers to significantly reduce unplanned downtime, crucial for maintaining a steady and efficient production flow.
The ability to anticipate and remedy issues before they escalate enhances equipment longevity, optimizes resource use, and maintains productivity levels. Consequently, this safeguards the manufacturing process against costly interruptions and reinforces operational reliability. As a result, it ensures that production schedules are met and productivity is maximized.
Data is necessary for maintenance and quality control. Alt-tag: A man checking manufacturing equipment.
Quality Control and Continuous Improvement
When manufacturers leverage real-time data, they can monitor and assess the quality of products as they are being produced. The date enables immediate corrections and minimizes the incidence of defects. This ongoing process of evaluation and adjustment fosters a culture of continuous improvement. Operational procedures are constantly refined to enhance product quality and efficiency.
Data analytics aids in identifying patterns that might indicate underlying issues in the manufacturing process. So, it also provides opportunities for preemptive improvements. As a result, manufacturers are continually adapting and optimizing their processes to meet the evolving demands and expectations of the market.
Harnessing CRM Data to Optimize Operations
Optimizing manufacturing operations requires analyzing a wide range of data sources, from production metrics to supply chain information. One invaluable source is customer relationship management (CRM) data, which offers deep insights into customer demands and feedback. This data encompasses various aspects, such as purchase history, customer service interactions, and consumer behavior patterns. Understanding these different types of CRM data enables manufacturers to align their production processes more closely with market needs.
By integrating CRM insights, companies can adjust their production schedules, inventory levels, and even product designs to meet customer expectations better, enhancing overall operational efficiency. Therefore, this strategic use of CRM data supports better demand forecasting. It also drives customer satisfaction and loyalty improvements, which are crucial for sustaining competitive advantage in the manufacturing sector.
Workforce Optimization and Skill Management
Data analytics plays a crucial role by enabling precise planning and deployment of human resources where they are most needed. As you well know,planning is vital for every business, and in manufacturing, where skills directly impact productivity and quality, it becomes even more essential. Analyzing workforce data helps identify skill gaps and training needs, ensuring that employees are well-equipped to handle the complexities of modern manufacturing tasks.
Additionally, data-driven insights can optimize shift allocations and workload distributions, maximizing efficiency without overburdening employees. By carefully managing and developing their workforce through analytics, manufacturers can ensure their teams are more agile, skilled, and aligned with the demands of the manufacturing industry.
Streamline your operations with data insights. Alt-tag: People analyzing data.
The Future of Manufacturing: AI and Machine Learning
The future of manufacturing is inextricably linked to the advancements in artificial intelligence (AI) and machine learning (ML). These technologies are going to enhance data analytics capabilities and enable more autonomous production systems. AI and ML algorithms can analyze vast datasets more efficiently than traditional methods, identifying patterns and predicting outcomes with high accuracy. This allows for further optimization of manufacturing operations, from predictive maintenance to personalized production.
The integration of AI enhances real-time decision-making and operational agility. It facilitates smarter, more responsive manufacturing processes. As these technologies evolve, they promise to increase efficiency and reduce costs. But they’ll also foster innovation, creating new possibilities for manufacturers to stay competitive.
Embrace Data-Driven Manufacturing!
The importance of data analytics in optimizing manufacturing operations is becoming more obvious. By embracing this transformative technology, manufacturers can enhance efficiency, improve quality control, and respond more effectively to market demands. As we look to the future, integrating AI and machine learning will further empower manufacturers, ensuring they remain competitive and innovative in the face of evolving industry challenges. Therefore, embracing data-driven strategies is not just beneficial, but essential for any manufacturer aiming for operational excellence and sustainability.
Author bio: Vojin (John) Dinic is the Onboarding and Integrations Manager at MoversTech, a renowned New York-based company specializing in CRM solutions for moving companies. With extensive experience in data analytics and process optimization, Vojin has successfully helped numerous businesses streamline their operations and enhance efficiency through innovative CRM integrations.
Every first Friday in October, National Manufacturing Day occurs. This day was organized nationally by the Manufacturing Institute, in hopes of inspiring new generations of up-and-coming manufacturers. On this day, we hope to change perceptions about this industry and empower manufacturers to come together and make a difference towards the future. Skilled workers, engineers, technicians, and managers all play crucial roles in ensuring that the manufacturing processes run smoothly and efficiently. If we did not have manufacturers, we would not be where we are as a society today. This day is an opportunity to honor their hard work, dedication, and ingenuity. To learn how you can participate in a future National Manufacturing Day, click here!
Sonnhalter is excited to announce the release of our Birmingham Insider’s Guide! This new resource is your key to exploring the Iron City, filled with restaurants and fun activities.
Discover Birmingham’s diverse dining scene, featuring restaurants led by James Beard award-winning chefs, and immerse yourself in the city’s renowned music culture. Whether you’re hitting the golf courses or exploring local museums, our guide highlights everything you need to make the most of your trip.
CLEVELAND –September 2024 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, partnered with Greater Cleveland Habitat for Humanity for Sonnhalter’s 15th Annual Tool Drive. The initiative ran the entire month of August and collected nearly $50,000 worth of donations of tools and building materials. Since Sonnhalter began its efforts in 2010, it has collected $567,000—more than half a million in donations.
Organizations, businesses and residents were encouraged to donate new and gently used tools, including various building materials, furniture and appliances, to Sonnhalter in order to benefit Habitat for Humanity’s cause of eliminating substandard housing and homelessness.
“Each year, we are amazed by the outpouring of support that we receive from the community, our various industry business partners and friends,” said Matt Sonnhalter, vision architect at Sonnhalter. “This year—our fifteenth annual Sonnhalter Tool Drive—did not disappoint, as we have collected nearly $50,000 to benefit this great cause.”
“We are so appreciative of Sonnhalter’s commitment of time, talent and treasure to Habitat’s cause. We simply couldn’t do this sacred work without their generosity and that of the public,” said John Litten, president/CEO of the Greater Cleveland Habitat for Humanity. “I also loved being all over town and seeing the Sonnhalter/Habitat donation bins!”
Community participants in the 15th Annual Sonnhalter Tool Drive included Berea Recreation Center, Canvas at Valor Acres, Cuyahoga County Public Library-Berea Branch, Frangos Group, Rising Star Coffee Roasters, Skidmark Garage, St. Mary of the Falls, The Wine Spot and many individuals living in the community.
Trade industry participants in the 15th Annual Sonnhalter Tool Drive included General Pipe Cleaners, Independence Excavating, Jergens, Inc., Kapro, Lakeside Supply, Mortar Net, NIBCO, Samsel Supply, Stahlwille, Wright and The Macomb Group/Woodhill Supply.
All donations that Sonnhalter collected on behalf of the Tool Drive benefited Greater Cleveland’s Habitat for Humanity. The donated items will be used for various projects with Habitat for Humanity or will be sold at one of the organization’s ReStores, recycled building materials and home furnishings stores. Proceeds from the ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
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. For more information, visit the company website at Sonnhalter.com.
About Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all backgrounds to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
Did you know that National Tradesman Day is every third Friday in September? Here’s the back story on how it became a nationally recognized holiday.
This holiday was founded in 2011 by Irwin Tool, a company that specializes in selling high quality tools. It was created in an effort to recognize and celebrate those in the trades. Every day, the hard work and importance of tradespeople goes overlooked and underappreciated. If we didn’t have plumbers, electricians, HVAC techs and carpenters, making our lives easier, our society wouldn’t function as smoothly or efficiently
So next time your sink gets clogged, or your power goes out, be sure to generously thank those who are getting you out of that problem and wish them a happy holiday this September 20.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Let’s say your company just went through the rigorous process of crafting the perfect mission and vision statements (or a combo of both which is perfectly acceptable). Or it could be your values, purpose, manifesto, or any other term that describes why you exist, what drives you, what differentiates you, or what you aim to achieve in the long term.
Now what?
Those words are often then posted on walls, websites, and communicated to employees to help remind them why they are here and where the company is headed. Then the dust settles. Has anything changed over the next few months or a year? Sadly, at times nothing meaningful has changed.
Lack of change often comes down to these reasons:
CEO and the leadership team are not leading the way. Yes, everyone in the company is responsible, but you can’t expect a bottom-up approach to have change take hold. Leadership must empower the team and lead by example.
Lack of a robust activation plan. Communicating the statements is not a plan. Just like your brand, every element of the company from manufacturing to marketing, sales, operations, and service must look at their actions and make necessary changes to align with the statements.
Having a short-term view. Change does not come fast and if it means true change, it may not be easy. The actions must be consistent and continuously applied. Your statements and the behaviors expected from them are at the root of your company’s culture and that takes patience to evolve.
A tale of two companies
A classic example of where words didn’t mean anything was the resulting debacle from a company which had values of “Respect, Integrity, Communication and Excellence” and further stated their mission as, “We treat others as we would like to be treated ourselves….We do not tolerate abusive or disrespectful treatment. Ruthlessness, callousness and arrogance don’t belong here.” That was Enron. Founded in 1985 and went into bankruptcy in 2001.
Alternatively, Patagonia which updated their core values in 2022 on the eve of their 50th anniversary is guided by the values of Quality, Integrity, Environmentalism, Justice, and Not being bound by convention. These are just the titles that are followed by more detailed explanations for each value (https://www.patagonia.com/core-values/)
When it’s time to update your values, mission, and vision statement, be prepared for the hard work that comes afterwards. You may end up doing more harm than good if they are simply words that makes everyone feel good in the short run. The power of these statements resides in their continual and steadfast application. Do what you say.
Artificial Intelligence (AI) has evolved, surpassing its original concept to becoming a driving force behind marketing across industries.
From personalized customer experiences to data-driven insights, AI has revolutionized how businesses engage with their audiences and navigate the ever-evolving landscape of digital marketing. Let’s look at the evolution of AI and explore how it is reshaping the strategies and tactics employed by marketing professionals today.
Personalization
In recent years, AI-powered marketing tools and technologies have empowered businesses to streamline operations, enhance efficiency and deliver results. Automated email campaigns, analytics and chatbots are just a few examples of how AI is revolutionizing workflows, enabling businesses to automate repetitive tasks, optimize campaigns in real-time and engage customers with personalized content.
Insights and Analytics
In an increasingly data-driven world, the ability to extract insights from large volumes of data is vital to success in marketing. AI-powered analytics platforms leverage machine learning algorithms to analyze complex data, identify patterns and uncover valuable insights for preferences and trends. These insights empower marketers to make data-driven decisions, optimize marketing strategies and stay ahead of the competition.
Customer Engagement
In 2024, consumers expect personalized experiences tailored to their preferences and needs. AI-driven personalization platforms leverage algorithms to analyze customer data and deliver targeted content across multiple channels. Whether through website content, personalized product recommendations, businesses can create seamless, relevant experiences that resonate with customers and drive engagement.
Ethical Considerations
As AI becomes increasingly integrated into marketing, it is essential to consider the ethical implications. Navigating the ethical landscape of AI in marketing requires a thoughtful approach that prioritizes transparency and accountability. Moreover, while AI can automate many aspects of marketing, the human touch remains essential. Authenticity, empathy and human connection are qualities that cannot be replicated by machines and are crucial to building meaningful relationships with customers.
The Future of AI in Marketing
As we look to the future, the evolution of AI in marketing shows no signs of slowing down. It is crucial to remember that AI is a tool and that the human touch is essential. The success of AI in marketing hinges not only on technological ability but also on human ingenuity and creativity. By embracing AI, professionals can unlock new opportunities and shape the future of marketing in 2024 and beyond.
Since the pandemic struck the US, the labor force is still struggling four years later. Many companies are not hiring, some are leaning towards a virtually centered workplace, thus sending people in different directions in their career paths. Many high schoolers are faced with the question of college. In the past, college seemed like the “be all” or “end all” decision, as to who can get in where, who has the best SAT/ACT scores, who ends up at the most prestigious college, and more. But in recent years while these questions have not entirely disappeared, one big question pops up. Do you want to go into college or the trades? Gen Z has in recent light been choosing the trades. Many are seeing the upside of going right into the trades, versus building up a tremendous amount of debt that has haunted many people, 10 to 20 years out of college. In this blog, let’s look at why many Gen Zer’s are choosing the trades over college.
Differences in Outcomes: Trade School vs. College
Before we truly dive into why Gen Z is moving more towards a career in the trades versus going into the traditional route of college, let’s look at the basic notions of what each entail. According to The Best Schools, trade schools offer a condensed program, that takes a shorter amount of time to complete, unlike college programs. This allows the student to get into the workforce faster, and to start earning money and the experience the specific job, sooner than college students would. In trade schools, students earn the opportunity to go out onto a worksite with a mentor, in order to get a feel for what the job is actually like and get hands-on experience.
For college students, instead of going out onto a worksite to immerse themselves in a job, they learn about it via lectures in a traditional classroom setting. They also go through years of schooling (six or more years if they choose to add on secondary education), until they get out into an actual job (excluding internships). Due to the trades gaining more popularity as a future source of career, there is a need for parents and teachers to encourage this career option. The idea of being able to take pride in your work, and helping people can be a satisfying feeling at the end of the day. With the hard work of it all not being ignored, you are helping people in the end of it.
Rise in AI
One of many reasons why Gen Z is beginning to gravitate more towards the trades rather than college is due to the rise in AI. According to The Wall Street Journal, AI is beginning to change many career options for those who are in jobs that can be done by a computer system. Therefore, the demand for humans is not as high as it once was in the past. At the same time, the demand for electricians, plumbers and HVAC techs has risen, since AI is not able to perform the many tasks that tradespeople perform. According to the Bureau of Labor Statistics, the average age of a tradesman is 55 years old. Due to this, more tradesmen will start to retire as Gen Zer’s begin entering into the workforce. Overall, there will continue to be an extreme need for all types of tradesmen.
Debt Avoidance
Another reason why working within the trades is becoming more appealing is being debt free. According to NPR, those who have gone into the trades tend to be at an advantage compared to their peers from a debt perspective. Those who come out of college tend to have as much as six-figures worth of debt, but those who decide to enter into the trades avoid debt and enter the workforce with a high-paying job. With a current demand for wind turbine installers, the median salary for this type of trade worker is approximately $100,000. This allows young people to enter into the work world debt-free with a high paying job and the potential to purchase a house at an early age, thus jumpstarting their lives. In addition, blue collar jobs were found to have offered better job security compared to white collar jobs, thus the less money you have to pour into paying for health care, dental insurance, etc.
Hefty Price Tags
Adding onto the monetary aspect, another reason trade school is looking like a better option is due to how expensive college has gotten in recent years. According to Labor Finders, the average cost of a trade school is a little over $10,000 for yearly tuition, while earning for work at the same time. On the other hand, a public college has a median cost of $23,603 and a private college has a median cost of $42,162. The hefty cost of going to a private college versus a trade school, when the plumber and accountant can end up with the same salary is something to consider.
The Toolbelt Generation is upon us and is coming in as hot as welding a pipe. Even though we are going through a shortage currently in the trades, we are seeing more people moving towards working within the trades. From that, we might see the gap close soon. The facts behind the notion of leaving the idea of college in the past and accepting the new generation of tradespeople is something interesting to dissect.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
There’s always been a sort of pendulum that companies go through with their marketing between a focus on brand vs. product-based marketing. Both have an important role and require completely different approaches and expertise to do them well. Each company will have their unique level of investment between the two and that will change over time. It’s a normal requirement to balance short-term revenue goals with long-term brand sustainability and the necessity to continuously innovate to stay relevant in a rapidly evolving market. However for brand marketing, there also comes a time when it needs to be refreshed or even completely updated.
But how do you know what and when it’s time?
Whether you call it repositioning, refreshing, or a rebrand, all of which may or may not include a design update, if it’s been more than several years, it’s time to take a look. The fact is that your target audience, competition, and the market landscape is constantly changing. If you are standing still with the same brand voice, positioning, messaging, appearance or customer experience, then the world is moving past you. The need to stay modern, relevant, and agile never stops.
Beyond simply time, some signs that your company may need to rebrand include flat or declining sales, stagnant marketing metrics, competitors that are taking larger market share or growing faster than your company, or realizing your messaging is not saying anything new that is relevant and distinguishing. A simple logo or design change won’t do the trick. Read more about why your logo is not your brand here: https://www.lasoi.com/points-of-view/2018/4/29/your-brand-is-more-than-your-logo
What does rebranding entail?
Rebrands vary widely in approach, effectiveness, and ultimately cost. Established brands must modernize without losing their identity. Reaching a new market or target audience requires a better understanding of the target audience and crafting new messaging along with rethinking the tactical marketing approach. However, this can be tricky because you never want to erode the core essence of your brand and alienate loyal advocates of your brand.
So, what is a company to do?
It starts with assessing where your brand stands today and the perceptions of your brand vs. your brand aspirations. It’s basically an audit, or in simpler terms, a reality check on the current situation. The good thing about starting with insights is that it will reveal areas of improvement, potentially discover new opportunities, and most importantly, help determine if the brand just needs some updating vs. a larger rebrand effort. Most fall into the former category.
Once the scope is determined, the next step is to dig deeper by gathering more insights from customers, the market, and perhaps an even deeper dive into your company than the initial audit. These will serve as the basis for defining the brand and messaging, and also determining any potential changes to the visual identity and marketing plans (both brand and performance based). One other critical item to keep in mind is that once the brand work has been done (let’s call it the plan) – it must be activated. Otherwise like many other efforts, it will just be a document and wasted money. The depth and potential cost of implementing the changes can vary widely and are important to discuss and understand prior to beginning the brand work.
How can success or improvement be measured?
There are a number of ways to measure how effective your branding efforts are paying off. Though you can’t directly attribute only brand marketing directly to sales, that is obviously a strong indication things are going in the right direction. Other ways to measure effectiveness include a variety of qualitative and quantitative methodologies.
One in particular that comes up is fielding a brand awareness and perception study. This can stem from a need, though often more of a desire, to have metrics associated with their branding to get some numbers behind the investment. That typically takes the form of a before and after quantitative brand awareness and perception study. We often advise against this unless it is absolutely necessary. A company must have a clear plan on what to do with the data, be committed to both the pre and post study (which should be at least a year after the rebrand is implemented), and have the money – it’s expensive. These studies are generally reserved for larger companies where the rebranding will result in far reaching downstream strategic and tactical changes based on the results of the insights. And, important for communicating to stakeholders the result of the overall investment.
Regardless of the type of branding effort required, if it’s been a few years, are experiencing flat or declining performance metrics, or it is simply clear that your company or products are losing relevance, it’s time to assess, gather your insights, and determine the best path forward.
Recently, Matt Sonnhalter, Vision Architect and President at Sonnhalter, discussed our 15th Annual Tool Drive on the “And So It Flows” podcast. Hosted by PM Editor-In-Chief, Nicole Krawcke, Matt tells all of the ins-and-outs of what our Tool Drive encompasses. They converse about how the Tool Drive started with Habitat for Humanity, why we decided to implement it as a crucial part of who we are, our milestones thus far, and more!
Check out this podcast to hear more about our Annual Tool Drive and visit our website to read more about this month-long event.
This summer, I had the pleasure of being Sonnhalter’s PR Intern. I can still remember the whole process of vying for this internship a couple of months ago. Throughout the rounds of interviews that I went through and then finally receiving the email confirming that I had landed the role, I was ecstatic knowing that I had been chosen. As my internship is coming to an end, I’d like to recap how high my expectations were before beginning and how it most definitely has followed through.
Throughout my time here, I was exposed to different writing styles that I wasn’t as well-versed in when I began. I was used to a narrative way of writing and had barely tampered with the ways of professional writing, such as news or press releases. Quickly, I learned the golden rule of “short and sweet” and how the implementation of this is imperative in news and PR writing.
Another aspect of my internship that taught me a lot about the PR, marketing and advertising industry would be generating graphics for our various clients (Wright, NIBCO, PHCC CONNECT, etc). While attending John Carroll University, I currently serve on the board of two different clubs and create content for their social media profiles. Before my internship at Sonnhalter, I had toyed around with Canva but only on a minor level. Now, as my internship is approaching its end, the Sonnhalter team has taught me a great amount of knowledge about how to use Canva while utilizing a brand’s coloring, font and logo. This skill, amongst many that I’ve learned while being here, will be forever useful for future endeavors, especially with the continued rise of social media.
Following previously from talking about writing styles, one other way of writing that I learned how to do well throughout this internship would be blog writing. For blog writing, it does incorporate a more narrative style of writing, but it still insists the notion of “short and sweet.” While at Sonnhalter, I have written many insightful blogs on a various amount of topics, ranging from biographical to educational to technological. Be sure to check out all of our blogs written on our website.
One of the major factors in working at an agency is to actually face the clients that you are working with. Throughout my internship, I’ve been given the opportunity to actually visit the places that I am writing about. Babcox Media and Wright Tool Company, both located in Ohio, were happy to give me a look into how each of their companies function on a day-to-day basis. Both were great to visit, and it was nice to actually see these companies, versus just typing about them. For our Annual Tool Drive as well, I was able to visit each manufacturer’s site to see how they function, while dropping off each donation box. It was a beneficial experience since I had never really been exposed to any trade workplace before.
As an overall, I can confidently say that I have gained and learned so much from being apart of the Sonnhalter team for the 2024 summer. The insightful information that was taught to me about all of the ins and outs of the PR, marketing and advertising industry, especially in a niche industry such as the trades, will be valuable information that I’m able to bring with me anywhere I go and end up.
In today’s digital age, where social media platforms dominate, the role of press releases might seem outdated. However, press releases remain a powerful tool for businesses to communicate with their audience and the media. In this blog, we will tell you why your company should continue to write press releases in 2024.
Credibility
Press releases contribute to your credibility and establish your company as a trustworthy source of information. When crafted well, they provide media outlets with accurate information about your company’s products, achievements and milestones. A well-written press release ensures that your messaging is clear and that your customers can learn more about your company. Regularly issuing press releases helps to build and maintain your company’s brand awareness. By highlighting your achievements and innovations, press releases reinforce your brand’s messaging.
Media Relations and Coverage
Press releases are an effective way to get media attention and secure coverage. Editors often rely on press releases as primary sources of information for news stories and features. By consistently issuing press releases, you can build relationships with editors and increase the likelihood of your company being featured in relevant publications, both online and in print.
Messaging
Press releases allow you to control the narrative and messaging surrounding important announcements and events. Unlike social media posts or blog articles that can be easily misinterpreted, press releases provide a structured format to convey key messaging. This ensures that your company’s message is communicated accurately and consistently to your target audience.
Long-term Value
Press releases serve as a record of your company’s journey and milestones. They can be archived on your website’s press section or a digital newsroom, providing customers with insights into your company’s history over time. This value not only preserves your company’s history but also serves as a resource for editors and customers seeking information about your business.
Despite the evolving digital landscape, press releases remain an effective tool for communications and media relations. By leveraging press releases, your company can enhance its credibility, visibility and reputation in 2024. If you’re not already, use press releases as part of your communication strategy to reach your audience more effectively.
In today’s digital landscape, content is crucial. From social media to blogs, podcasts to videos, businesses have an array of platforms at their disposal to engage with audiences and share their message. However, creating fresh, original content for each platform can be time-consuming. This is where the strategy of repurposing content across platforms comes in, enabling organizations to maximize reach, impact and content creation. Let’s explore why repurposing content across platforms is a great strategy for success in the digital age.
Reach
One of the primary benefits of repurposing content is its ability to extend your reach across multiple channels. By adapting a single piece of content for various platforms—such as turning a blog post into a series of social media posts or a video—you can reach audiences where they are most active and engaged. Whether it’s LinkedIn, Instagram, YouTube or TikTok, repurposing content allows you to meet your audience on their preferred platforms, increasing visibility and driving traffic back to your website.
Optimize for Different Audiences
Different platforms cater to different audiences and consumption habits. What resonates on Instagram may not perform as well on LinkedIn, and vice versa. By repurposing content across platforms, you can tailor your message to fit the unique preferences for each audience. For example, you might condense a long-form blog post into social media posts or produce engaging videos for YouTube. By optimizing content for different formats and platforms, you can maximize engagement and resonate with your audiences.
Amplify Your Message
Repetition is key to effective communication. By repurposing content across platforms, you amplify your message and reinforce key themes and ideas. A social post about a new product launch can be followed up with an in-depth blog post and a behind-the-scenes video. Each piece of content builds upon the others, creating a cohesive narrative and reinforcing your brand. Repetition increases the likelihood that your audience will engage with and remember your content, leading to greater brand awareness and recognition over time.
Save Time and Resources
Creating high-quality content takes time, effort and resources. By repurposing existing content, you can maximize your value and save time in the content creation process. Rather than starting from scratch each time, repurposing allows you to leverage existing content and adapt them for different platforms and audiences. This ensures consistency in messaging and branding across channels and makes the content creation process more efficient.
Improve SEO
By repurposing content across platforms, you can improve your search visibility and drive organic traffic to your website or blog. Sharing snippets of content on social media with relevant keywords and hashtags can increase visibility and attract link clicks from users searching for related topics. By strategically repurposing content, you can enhance your SEO efforts and attract more qualified traffic to your website.
Repurposing content across platforms is a smart strategy for maximizing reach and optimizing resources. By adapting existing content for different audiences and channels, you can extend your reach and reinforce your brand. Embracing the power of repurposing can help you achieve your goals more efficiently and effectively in today’s digital landscape.
This past week, Sonnhalter’s president Matt Sonnhalter was featured on a podcast by Mechanical Hub, Appetite for Construction. Hosted by Tim Ward and John Mesenbrink, they had the honor to interview Matt on everything B2T, Sonnhalter’s Annual Tool Drive, our recent partnership with PHCC CONNECT and their upcoming CONNECT 2024 conference in Birmingham, Alabama, outstanding barbeque and of course Matt’s love of bourbon and whiskey!
Be sure to take a listen to Tim, John and the “Don Draper of B2T.”
Donate extra inventory, demo models, tools and building materials that are no longer needed, during the month of August in support of Habitat for Humanity.
CLEVELAND – July 2024 – Sonnhalter, a communications firm marketing to the professional tradesman in construction, industrial and MRO markets, will be hosting its Annual Tool Drive once again. This year marks its fifteenth year in partnering with Greater Cleveland Habitat for Humanity for this event. Since 2010, Sonnhalter has raised more than $517,000 worth of donations for this cause.
The Tool Drive runs Thursday, August 1 to Saturday, August 31. All businesses, organizations and manufacturers are encouraged to donate extra inventory, demo models, tools, building materials and monetary donations to the Sonnhalter Tool Drive. Donations benefit Cleveland Habitat’s mission of building homes and empowering families through safe and affordable home ownership.
“Over the past fifteen years, we’ve surpassed all expectations set back in 2010. I take great pride in our collective achievements driven by our commitment to supporting Habitat for Humanity,” said Matt Sonnhalter, vision architect at Sonnhalter. “Due to the immense generosity of clients and friends of the agency, we have been able to donate more than $517,000 to this great cause. Even though last year’s donation totals were unprecedented, we aim to raise even more this year!”
The Sonnhalter Tool Drive encourages those within the trade industry to look through their warehouses for extra inventory and overstocked tools or items that they would be willing to donate.
Greater Cleveland Habitat for Humanity has helped more than 300 Habitat homeowners, including over 1,000 children, have a safe and decent place to live. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s three ReStores, discount home improvement stores that serve Cuyahoga and Lorain Counties. Proceeds from ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
Tools and materials can be shipped to Attn: Tool Drive, Sonnhalter, 1320 Sumner Ave., Suite 200, Cleveland, Ohio 44115. For information on how you can participate in the Sonnhalter Tool Drive, or to coordinate larger shipments, i.e., pallet size, please contact Rosemarie Ascherl-Lenhard from Sonnhalter at 216.242.0420 x130 or [email protected]. To make a monetary donation, please make checks payable to “Greater Cleveland Habitat for Humanity” and mail to Sonnhalter, 1320 Sumner Ave., Suite 200, Cleveland, Ohio 44115.
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. For more information, visit the company website at Sonnhalter.com.
About Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
In this guest post from our friends at Long & Short of It, they are dissecting the notion of your brand holding a certain identity that is different from most. They talk about six different reasons as to why your company should institute brand differentiation. I believe that they have a point to this, due to the fact that if your brand is the same as others, or is holding the same tendencies, you’ll end up blending in versus sticking out. Click here to read more from Long & Short of It. This guest blog follows below:
. . .especially in financial services.
Pretty much whatever you make, sell, provide can be copied. It may or may not be better. So why do your customers stick with you instead of jumping to the next best or cheaper version? It comes down to differentiation and brand loyalty.
Water for example. Who knew we needed Liquid Death? It’s water. In a can. But they tapped into (sorry for the pun – not really), the power of branding. Product differentiation is tough, but your brand is and always will be unique if you nurture it. Leverage that.
Let’s try something a bit more complicated like banking. In the world of banking, standing out from the competition can be challenging. With countless banks offering similar services, finding ways to differentiate yourself is crucial for success. Here are some strategies to set your bank apart:
Provide Exceptional Customer Service In an industry where customer trust is paramount, providing exceptional service is a powerful differentiator. And it must be exceptional. Good or even great customer service is not enough – this is now a table stake. Provide your team with the training, support, and flexibility to develop meaningful relationships with your clients.
Specialize in Niche Markets Instead of trying to appeal to everyone, focus on serving specific niche markets. Most banks provide very similar products to a wide variety of customers. To compete, most banks need to do that, but to differentiate your institution, find those one or two things that you can do better than anyone else. It could be a product or service such as treasury management or a segment such as students or small businesses. Tailoring your services to meet the unique needs of a niche market can help you attract loyal customers.
Offer Innovative Products and Services Stay ahead of the competition by offering innovative products and services that address emerging customer needs. Whether it’s introducing new digital banking features, launching a rewards program, or partnering with fintech companies to offer cutting-edge financial solutions, or simply helping them understanding if bitcoin is right for their portfolio. Innovation can help you attract and retain customers.
Focus on Transparency and Trust Building trust with your customers is essential in banking. You would think that this is a given for any financial services company. But I think it’s being ignored to the detriment of many banks and for those few who don’t take it for granted, it can truly help them differentiate. A Gallup survey on trust showed that only 26% of the U.S. would say they have a great deal/quite a lot of trust in banks. Small businesses were at the top at 65% and Congress was at the bottom at 8%. Shocker. Be transparent about your fees, terms, and policies, and strive to maintain open and honest communication with your customers. Don’t just assume your clients trust you. Actively develop and implement strategies on what your bank is doing to earn that trust every day.
Cultivate a Strong Brand Identity A strong brand identity can help differentiate your bank from competitors and attract customers who resonate with your values and vision. Invest in branding initiatives that showcase your bank’s unique personality and highlight what sets you apart from others in the industry. Are your mission and vision statements truly unique or can you slap another bank’s name on them, and they would still work? If so, that’s an issue.
More importantly, what is your bank doing to ensure those statements are vibrantly followed through everything you do from hiring, servicing, and developing products? It’s the foundation of your culture. Does your bank truly care about its brand? Communicate it? Apply it consistently? Whether it’s through your policies, marketing campaigns, or community involvement, consistency in branding can help reinforce your bank’s identity and attract loyal customers.
Whether you are in the competitive landscape of banking, a small business, or quite frankly any industry, differentiation is key to success. By providing exceptional customer service, specializing, being innovative, focusing on transparency and trust, and cultivating a strong brand identity, you can set your bank or business apart from the competition and position yourself for long-term success.
CLEVELAND – June 2024 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, announces the Plumbing-Heating-Cooling Contractors—National Association (PHCC) as one of its newest clients and will be assisting with promoting the organization’s annual conference: CONNECT 2024.
Formed in 1883, PHCC provides education and training to over 3,500 plumbing and HVACR businesses and 65,000 technicians. PHCC offers its members access to a wide range of services to increase their professionalism, grow their business and improve profitability.
“We are proud to support PHCC with CONNECT 2024 to help build lasting relationships and continue to spread awareness about the plumbing and HVACR industry,” said Matt Sonnhalter, vision architect at Sonnhalter. “We look forward to working together to enhance the CONNECT experience and make it successful for all attendees.”
“We are excited to work with Sonnhalter and leverage their extensive knowledge of the industry to introduce the reimagined CONNECT conference,” said Cindy Sheridan, PHCC chief executive officer. “At PHCC, we value forming professional relationships and providing education, and with Sonnhalter’s assistance, we can continue to promote these values.”
Sonnhalter is assisting PHCC’s overall marketing strategy and branding efforts for CONNECT 2024, including its creative, earned media, social media and influencer relations. The event will be held October 7-10 in Birmingham, Alabama. www.phccweb.org/connect.
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. For more information, visit the company website at Sonnhalter.com.
About PHCC
The PHCC National Association, formed in 1883, provides legislative advocacy, education and training to approximately 3,500 plumbing and HVACR businesses and 65,000 technicians. Members of PHCC have access to a wide variety of services designed to increase their professionalism, grow their business and improve profitability. For more information about PHCC, visit phccweb.org.
In this guest blog written by Catherine Williams, she compiles a glossary of terms and jargon commonly used in the field of manufacturing that might seem foreign to those who aren’t within the profession. When going into this field, it’s important to know these certain terms and names, so that you feel comfortable and confident in your knowledge and abilities. Click here to read more from the author and other blogs that have been written. See below for the guest blog:
Manufacturing offers career endless opportunities to individuals with any skillset or level. However, the language and tools commonly used in manufacturing can be intimidating and hard to understand for those who are just learning about the industry.
Compiled below is a manufacturing glossary of processes and tools that are commonly mentioned when describing industry jobs and the responsibilities of individuals who work in the field.
Check out our index of terms, and then learn in which role you might be most interested in applying them.
3D printing: A type of additive manufacturing in which a 3D part is constructed by a material being melted, cured and sintered. The most common types of 3D printing are FDM (Fused Deposition Modeling), where melted material is extruded, SLA (stereolithography), where liquid resin is cured using UV light, and SLS (Selective Laser Sintering), where a powder is sintered layer by layer.
Additive Manufacturing: A type of manufacturing in which the part is created by adding material as opposed to removing material. The most common example is 3D printing.
Arc Welding: A welding process that uses an electric arc to melt and join metals. This type of welding is commonly used for quick repairs of metal parts because it creates less sparks and smoke, while using higher heat.
Axis Milling: A cutting process in which the workpiece remains still while the cutting tool moves along the axes to mill the part. These machines can make everyday metal furniture to jet engine rotors for the aerospace industry.
Bellows: These pumps circulate air and are used in manufacturing to keep fires burning and workspaces and machinery clear of debris. Bellows can be found on the manufacturing floor blowing debris off machinery and speeding up combustion on an iron worker’s forge.
Brazing: Brazing is joining two or more metal pieces together with a metal that has a lower melting point, so you can attach the workpieces without melting them. This method is often used when the product’s base metals are too difficult to melt precisely.
CAD: Stands for Computer-Aided-Design and refers to the use of a wide range of computer-based tools. that assist engineers, architects and other design professionals in their projects.
CNC: CNC = Computer Numerical Control. This term is often used to refer to a machine that is controlled by a computer instead of manually. CNC machines are useful when producing large quantities of a product to ensure its exact specifications.
Die: A specialized machine tool used in manufacturing industries to cut and/or form material to a desired shape or profile. Die machines are generally customized for each product that they are used to produce.
EDM: Electrical Discharge Machinery (EDM) is a metal fabrication process where metal is shaped by electrical charges. This method of metal forming is most commonly used when working with heavy, dense metals and is extremely precise.
Flame-Cutting: A method of cutting in which the appropriate part if the material to be cut is risen to ignition temperature, using an oxy-fuel gas flame. This process is most commonly used to separate or shape steel components.
Forge: A type of hearth used for heating metals. A forge is used to heat a piece of metal to a temperature at which it becomes easier to shape and the workpiece stops hardening.
Forging: a manufacturing process that shapes metal using localized compressive forces. The blows are usually delivered with a hammer or die.
Lathe: A machining tool used primarily for shaping metal or wood. The lathe rotates the workpiece around a stationary cutting tool until the piece is the proper shape. Lathes are mainly used to remove unwanted parts of the workpiece, leaving behind a specifically and cleanly shaped product.
Machining: A process in which a material is cut to a desired final shape and size by a controlled removal process. There are several machines that carry out this process, and it can be done with almost any type of material including metals, plastics, and wood.
OEM: Stands for Original Equipment Manufacturer and refers to a company who produces components in the product of another company, which then sells the finished product to consumers. Most Northeast Ohio manufacturers are OEMs.
Shearing: Cutting any material to the required specifications. Shearing is used in almost every department of manufacturing, and several machines are used specifically for shearing.
Subtractive Manufacturing: The most common type of manufacturing in which material is removed from a part to make it (examples include drilling, milling, cutting and sanding)
Stamping: Also referred to as pressing, stamping involves placing flat sheets of material into a stamping press where a tool and die surface form and cut the material into the desired shape. Stamping is used to create countless products but is most commonly used to shape metal. Punching, blanking, bending, coining, embossing and flagging are all stamping techniques used to shape materials.
Soldering: A way to join two or more metal pieces using a type of metal that melts at low temperatures. Different from brazing, soldering uses lower flame temperatures to join pieces of metal together. It is most commonly seen in electronics and plumbing.
Threading: The process of creating a screw thread, either by cutting away at the material to create grooves or adding threads onto the material via 3-D printing.
In the world of trades – from construction and manufacturing to plumbing and electrical work – safety isn’t just a priority, but a necessity. That’s why National Safety Month holds special significance for those who work with their hands, often in high-risk environments where hazards prosper. In this blog, we’ll delve into why National Safety Month is essential for tradespeople and promoting safety on the job site.
Safety
In the trades, safety is a core value that guides every aspect of their work. National Safety Month provides an opportunity to evaluate your safety efforts and create a safer work environment. By prioritizing safety, we not only can protect ourselves from harm but also uphold the well-being of our teams and the integrity of our industry.
Identifying Hazards
On job sites, hazards can be around every corner – from exposed wires and heavy machinery to slippery surfaces and dangerous heights. During National Safety Month, tradespeople should take the time to identify potential hazards and implement measures to minimize risks. This may include conducting regular safety inspections, providing appropriate protective equipment and implementing safety protocols and procedures.
Training and Education
Knowledge is power when it comes to safety in the trades. National Safety Month is an opportunity to invest in training and education. Attend safety seminars, participate in hands-on training sessions and stay up-to-date on industry best practices and regulations to ensure safety on the job. By arming yourself with knowledge and skills, you can better protect tradespeople from accidents and injuries on the job.
Promoting Safety
Safety is everyone’s responsibility on the job site, from seasoned professionals to apprentices just starting their careers. During National Safety Month, tradespeople should strive to promote a culture of safety where every team member feels empowered to speak up about safety concerns and take proactive measures to prevent accidents.
Embracing Technology and Innovation
Today, innovations are transforming safety practices in the trades. Tradespeople have access to a wide range of tools and technologies that can enhance safety on the job site. During National Safety Month, consider exploring new technologies and innovations that can help you work smarter, safer and more efficiently.
National Safety Month is a time for tradespeople to reaffirm their commitment to safety, invest in training and education, promote a culture of safety, and embrace new technologies. By prioritizing safety in all aspects of work, we can create safer job sites, reduce accidents and injuries and build a brighter future for the trades. So, let’s celebrate National Safety Month by rededicating ourselves to the principles of safety and working together to build a safer tomorrow.
My name is Sofia Zipparo, and I am currently going into my senior year at John Carroll University. I am majoring in communications with a concentration in integrated marketing, as well as completing a minor in business. I currently hold two board positions in two different clubs on campus. The first club is the JCU Finance and Wealth Management Association, where I have been serving as secretary for two consecutive years. The second club is the JCU Boler Consulting Club, where I have been serving as the vice president of marketing communications for two consecutive years as well. I was also inducted this past fall into Lambda Pi Eta, The National Communication Association Honors Society.
Since the spring semester of my freshman year, I’ve been working in the John Carroll University Payroll Department within the Accounts Payable department. While being at John Carroll for the past three years, I can confidently say that I have been gifted the ability to make the most of my academic journey. Aside from all of that, I enjoy exploring the Cleveland food and entertainment scene, and overall enjoying the last college year that I have left.
I am originally from Sewickley, Pennsylvania, a small town about 25 minutes northwest from downtown Pittsburgh. While growing up, I was heavily involved within the restaurant scene, as my family owns an Italian-American restaurant; 424 Walnut. While growing up with two older sisters, we were surely utilized by our parents, teaching us the true definition of what a strong work ethic is, especially with an Italian influence; as my father is 100 percent Italian. In addition, I have learned to appreciate the core values of long hours and hard work. From growing up in such an environment, I proudly carry and implement these attributes along with everything I do, especially with starting this internship role.
As the PR intern for this summer, I am anticipating learning all of the ins and outs of the PR world, and becoming well-versed in the real-world experience that Sonnhalter offers its employees. The Sonnhalter team has evidently shown that they aren’t afraid to get their hands dirty and help their fellow employees in any way they can. This includes being given the chance to build my portfolio and showing my potential as a creative asset within this industry. Building my portfolio with blog posts, press release projects for varying brands, social media brand marketing and much more, is an experience that I look forward to, and am grateful for being gifted. I believe that Sonnhalter will be able to prepare me very much, and I am excited to venture down this road with them.
Italian heritage emphasizes the true meaning of joining a family and becoming one with a team. At Sonnhalter, I look forward to becoming a part of this family.
