by tradesmeninsights | Mar 9, 2018 | Industry Articles, Tradesmen Insights
Today’s guest blog post comes from Precision Machined Products Association (PMPA). More and more industry trade groups are organizing to address the skills gap, and PMPA has certainly been in the lead of that effort. Just last year they launched MFG, an online one-year certification and job training course for its members that allows companies big and small to have a consistent, accredited training program.
Here is the post, which also appeared in Production Machining.
Training the Next Generation: The Need for Professional Development
Establish a training program that identifies the necessary requirements to be fulfilled.
Professional development and staff training are important to the success of every shop. Professional development ensures employees maintain appropriate certifications, knowledge, safety and ethics in the professional environment. The goal of professional development is to have a qualified staff. Qualified employees have the skills needed to deliver the highest quality of service to our customers. This can be accomplished by establishing training programs, workshops and ongoing educational opportunities. This benefits the company as a whole by improving productivity, culture and customer loyalty while helping employees achieve their highest and best performance.
Establish a Training Program
Establish a training program that identifies the necessary requirements to be fulfilled. Safety training, technical competency and performance techniques are all possible deliverables. By providing this kind of training, the company can feel comfortable knowing they have improved staff knowledge leading to improved performance from their employees. Better performance means improved safety, quality and customer satisfaction. Training improves competency, so it improves performance and trust. Improved trust improves teamwork. Everybody wins. Why would you choose not to establish a training program?
Administer the Training Program
Identifying training needs is the first step. Administering a program to provide the training, testing that it has been effectively learned, and tracking training accomplishments are the next steps. Any course materials should be accredited to recognized national standards such as National Institute of Metalworking Skills (NIMS), of which PMPA is a founding member, or the Department of Labor Apprenticeship. Implement the training through your people, or rely on a provider of training that can assure the accreditation of the material and also monitor the completion of each training course by each learner. Training can be provided by a face-to-face demonstration of skills on the job by mentors in the shop, while other materials can be provided via an online forum. The online materials and the students’ progress are tracked through the online portal.
Evaluate the Effectiveness of Training
In order to ensure that the training is helping the trainees and the organizations reach their goals, a means to evaluate its effectiveness needs to take place. This can be done by managers or by a professional development committee. Feedback from trainees, their team leads and data from the online portal can help the team further refine their training offerings and methodology. Assessing trainee performance is just as important as identifying passing scores on quizzes and tests. Most employees will pass the coursework, but feedback will help the company refine the training to clarify materials that seem unclear or difficult to master, as well as develop a plan to ensure that each employee has multiple opportunities to meet the requirements of the standard.
Evaluate the Efficiency and Effectiveness of the Program
It is not enough to evaluate the training. It is just as important to evaluate the efficiency, effectiveness and impact that the training provided had on the employees and its impact on the company’s overall performance. Less downtime? Shorter setup times? More independent decision making on the shop floor? Better team-work as trained employees become more trusted employees? What do these mean in terms of uptime, operational fulfillment and bottom line profitability?
What is the Cost of Training?
Better yet, what is the cost of not training? What is the benefit of having qualified personnel, a qualified program and a qualified and aligned team? What is the value of having a standard work of best practices in your shop? How can you get to standard work and best practices without some training means to create that knowledge throughout your shop? Which of your performers could not benefit from some additional training?
How important is funding? Funding is what it takes to bridge the gap between your company’s current performance and your aspiration to be the highest performing shop serving your customers. Appropriate funding is necessary to ensure that training is effective, authoritative and appropriate. Without funding, inappropriate training or lack of training may result in misinformation, some staff remaining uninformed and possibly working dangerously because they have not been trained to recognize unsafe practices.
Overcoming Our Shared Challenges
The challenges we share revolve around the ability to remain consistent in the approach to training and developing personnel. They can be overcome by establishing, administering and evaluating the training that we provide, as well as our program that provides it. Planning, persistence and teamwork are keys to getting this done. When an individual is trained, they feel comfortable with information and guidelines, and thus, become successful as they positively impact those with whom they work.
There is no doubt that all our companies need and can benefit from professional development. There are many resources that will help an individual to grow and develop both professionally and personally. All companies claim to have the ability to communicate, document and provide instruction on the skill sets needed. If we are to achieve our desired professional development outcomes, we must be a savvy shopper and keep our eye on the goal.
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by tradesmeninsights | Feb 22, 2018 | Marketing Tips, Marketing Tools, Social Marketing, Tips, Tradesmen Insights
By Chris Ilcin
Everyone (and especially marketing communications firms) creates an aura that content marketing is some huge, time consuming mystery. But the real secret is that it’s all about having a clear, consistent message and then placing the right part of that message into the right format. To demonstrate that, we’ve created the following infographic that shows how we repurposed the content from a single, 45-minute interview with our client’s product engineer, into numerous pieces of content across multiple platforms, where the messaging received thousands of views.
Check out our infographic, “A White Paper Life Cycle.”

How are you repurposing content?
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by Sonnhalter | Sep 19, 2017 | News, Press Release

Sonnhalter team members after loading donations for the Greater Cleveland Habitat for Humanity
CLEVELAND – September 2017 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, partnered with Greater Cleveland Habitat for Humanity for an eighth year during its annual Sonnhalter Tool Drive, which ran the entire month of August and collected $30,000 worth of tools and building materials. Since Sonnhalter began its efforts in 2010, it has collected more than $220,000 in donations.
Organizations, businesses and residents were encouraged to donate new and gently used tools, as well as building materials, furniture and appliances, to Sonnhalter to help benefit Habitat for Humanity’s cause of eliminating substandard housing and homelessness.
“Cleveland Habitat for Humanity eagerly awaits Sonnhalter’s annual Tool Drive,” said John Habat, executive director of the Greater Cleveland Habitat for Humanity. (more…)
by Sonnhalter | Jul 12, 2017 | News, Press Release
Help eliminate substandard housing during the month of August by donating extra inventory, demo models, tools and building materials that are no longer needed.
CLEVELAND – July 2017 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, is partnering with Habitat for Humanity again for the eighth annual Sonnhalter Tool Drive, during the entire month of August.
Organizations, businesses and manufacturers are encouraged to donate new and gently used tools, as well as cabinets, sinks, building materials and appliances, to the Sonnhalter Tool Drive between Tuesday, August 1 and Thursday, August 31, to benefit Habitat for Humanity’s cause of eliminating substandard housing.
Affiliates of Habitat for Humanity individually work with participants to sponsor fundraising activities such as tool drives. The Sonnhalter Tool Drive strives to engage businesses and organizations to look through warehouses for extra inventory and overstocked tools or items, as well as the community to look through their workbenches, storage lockers, basements and garages for duplicated or no-longer-needed tools and items to donate.
“At last year’s Tool Drive, we were very excited by the community’s response in donating more than $20,000 worth of tools, building materials, appliances and other items, bringing the total to $196,000 donated since our efforts began in 2010,” said Matt Sonnhalter, vision architect at Sonnhalter. “This year, with the help of our generous community, we’re looking forward to increasing that total, and we encourage businesses to clean out their extra inventory, overstocked materials and demo models, and donate to this very worthy cause.”
Sonnhalter partners with the Greater Cleveland Habitat for Humanity for its annual Tool Drive. The Greater Cleveland Habitat for Humanity has completed more than 200 homes since 1988 and today, engages 2,000 volunteers, who provide more than 71,000 hours of service per year to Cleveland’s most distressed neighborhoods. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s ReStore, a recycled building materials store. 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, please contact Rachel Kerstetter 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.
For more information on the Tool Drive, visit: www.Sonnhalter.com/tooldrive.
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 Habitat for Humanity International
Habitat for Humanity International is an ecumenical Christian ministry that welcomes to its work all people dedicated to the cause of eliminating poverty housing. Since its founding in 1976, Habitat has built, rehabilitated, repaired or improved more than 800,000 homes worldwide, providing simple, decent and affordable shelter for more than 6.8 million people. For more information, visit Habitat.org.
by Sonnhalter | May 31, 2017 | News, Press Release
Marketing communications firm wins award for integrated campaign highlighting unique moisture management solution in masonry walls.
CLEVELAND – May 2017 – Sonnhalter, the leading B2T (business-to-tradesmen) marketing communications firm, received a Silver Davey Award in the 12th Annual International Davey Awards competition. Sonnhalter accepted the award in the integrated campaign category for the “H2Oh!” print ad, landing page and e-blast it developed with Mortar Net Solutions.
The Davey Awards honor the finest creative work from small firms, agencies and companies worldwide. The Davey Awards are named after King David who defeated the giant Goliath with a big idea and a little rock. The story resembles what small firms do each year by deriving strength from big ideas instead of big budgets.
For more than two decades, Mortar Net Solutions has provided a full line of trusted moisture management solutions that are field proven and help deliver structural integrity for years to come. The H2Oh! campaign was developed to convey the message that Mortar Net Solutions’ moisture management solutions stop moisture damage before it starts, so customers avoid the unpleasant discovery of finding cracks, corrosion and mold from water damage in their walls.
“We’re excited to receive this award for a campaign that brought attention to Mortar Net Solutions’ dedication and leadership in preventing masonry wall moisture damage,” said Matt Sonnhalter, vision architect at Sonnhalter. “We really wanted to emphasize how no other company is this focused on correct moisture management for masonry and provides a solution that brings customers peace of mind in ways unique to any of its competitors.” (more…)
by Sonnhalter | Apr 13, 2017 | News, Press Release
Sonnhalter joins the ranks as one of the country’s top business-to-business marketing agencies.
CLEVELAND – April 2017 – Sonnhalter, the leading B2T (business-to-tradesmen) marketing communications firm, was selected as one of Chief Marketer’s 2017 B2B Top Shops, a listing of the top B2B marketing agencies in the United States.
The agencies in B2B Top Shops are chosen by the editors of Chief Marketer, a leading publication focused on measurable marketing tactics published by Access Intelligence. In choosing agencies for inclusion, editors consider each shop’s depth of client work, creative acumen, analytical expertise and numerous other factors.
“It is an honor for Sonnhalter to be recognized by Chief Marketer for our work in leveraging some of the top brands within our business-to-trade niche,” said Matt Sonnhalter, vision architect at Sonnhalter. ”As an agency, we strive to remain steadfast in our efforts serving companies that target the professional tradesmen while incorporating new and creative tactics to be on the industry’s cutting edge.”
B2B Top Shops is an online searchable directory highlighting each agency’s core services and contact information, offering users a behind-the-scenes look at each shop’s culture and client work. B2B brands, vendors and marketers viewed this easy-to-use resource on ChiefMarketer.com almost 73,000 times in 2016.
About Chief Marketer
Chief Marketer, published by Access Intelligence, charts the customer journey from acquisition and engagement through conversion and retention. Via ChiefMarketer.com, print products, live events, awards programs and more, Chief Marketer offers data-driven intelligence, actionable insights, inspiring case studies and the latest technology trends to help marketers improve their campaigns and increase return on investment.
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.