Top Five Takeaways from This Year’s SEMA Show
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.
Why is Having a Consistent Brand Identity Important for Social Media?
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 Difference Between PR, Marketing and Advertising—And Why It Matters
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.
Using CRM Data to Personalize Email Campaigns for Contractors
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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 can use 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.
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/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.
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/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.
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Social Media Isn’t a Standalone Tactic
By Kylie Stanley, PR Technician
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.
Top Five Takeaways from NECA 2025
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.
Watch the full video below.