by tradesmeninsights | Jun 9, 2015 | Marketing Tips
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Long before Grainger, Fastenal, Home Depot and the thing they call the Internet, the local industrial distributor was the backbone to local manufacturers and businesses. My, how things have changed over the past several decades.
I believe the small guy still has a chance to compete on a local level, but they need to change the way they do things. They need to know what their value proposition is, and most importantly, know their customers and what they want.
Source: Industrial Distribution magazine
If they can’t add value, then what’s the point? At the recent ISA Convention in Cleveland, one of the breakout sessions, “Looking Ahead at Distribution: The Future Impact of Size and Value Content 2015,” revealed some interesting issues. Mike Hockett, Associate Editor of Industrial Distribution magazine, did a good job summarizing both the results of the study, as well as the subsequent panel discussion.
Here are some highlights:
- Service sales represented only 5% of their total sales.
- Buying groups represented the best support.
- Manufacturers relied on small local distributors for customer loyalty and technical expertise.
It’s no surprise that cutting tools and abrasives remain the top two product categories that industrial distributors sell. Both require technical knowledge to support and troubleshoot problems. The question is, are the distributors going to charge for this expertise and are their customers going to be willing to pay for it?
So what do smaller industrial distributors need to do to stay in the game? Here are some thoughts:
- Embrace Technology – get an online sell site, integrated supply services and electronic billing for customers to order easily.
- Value Proposition – need to define so they can focus on the things that matter most and where they make their money.
- Buying Groups – need to get in one or more so you can stay competitive and make more money.
- Technical/Engineering Expertise – set yourself apart from the pack.
What others can you add to the list?
If you like this post, you might want to read:
Are Independent Distributors Helping Amazon Succeed?
Manufacturers: Tips on Getting More of Your Distributors Time.
by tradesmeninsights | Jun 2, 2015 | Marketing Tips, Uncategorized
By Sandy Bucher, Media Engineer at Sonnhalter
If your company currently has a print advertising program in the trade publications, did you know that many of these publications offer ad readership studies at no additional cost to the advertiser? These studies are usually completed once or twice a year, on ads half-page or larger in size. A sample of the publication’s readers are invited to respond to the questions, and are encouraged to give feedback on the various ads in the issue being studied.
The average ad readership study will tell you:
- If your ad is attention-getting
- If your ad is believable
- If your ad is informative
You’ll also get verbatim comments on your ad – actual quotes from the readers that let you know what message they received from your ad.
Comparing your ad’s results with other ads in the issue, both higher and lower scoring, will give you an idea of the creative approach that can best reach that particular audience, and you can adjust your creative accordingly.
Another type of ad study offered by some publications, also done at no additional cost for advertisers, gives scores based on whether the reader recalls seeing the ad or recalls reading the ad. While the results represent a small sampling of the magazine’s total circulation, they do reflect the opinion and commentary of readers who are the most active, providing insight into how the general audience may react to the advertising.
So if you’re interested in learning how your ads are performing in the markets you’re active in, consider placing a print ad in those issues offering the readership studies. If you’re not sure if the publications you advertise in offer these studies, be sure to ask your agency or magazine sales rep to find out for you.
Following are links to the advertising pages for just a few trade publications that offer these types of studies:
by tradesmeninsights | May 27, 2015 | Marketing Tips, Social Marketing, Traditional Marketing
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
I always like stories of the little guys who take on the 800-lb. gorilla and win the battle. One of the benefits of social media and content marketing is you don’t have to be an 800-lb. gorilla to succeed.
In my opinion, it’s the one who is consistent on providing good content and responding in a timely matter that really counts.
All too often larger companies need to go through a “process” that is very time-consuming for both posting content and answering questions. They may have a bigger staff, but do they know your target customer? They may be able to outspend you, but can you out-market them?
Smaller companies, for the most part, have closer and more frequent contact with customers and know what’s on their minds. Customers don’t care how big you are, they just want solutions/answers to their questions, and if you can offer them more and better content, then you win.
So what constitutes a good Content Marketing Strategy?
Here are some tips:
- Know your customer
- Know their pain points
- Anticipate their questions
- Know where they look for info and be there
- Timeliness of responding to questions
- Be consistent and post content regularly
By following these simple guidelines, you will get the recognition you’re looking for, create engagement with potential customers and become a brand leader. Companies large or small need to focus on customers’ needs and always answer the question, “What’s in it for me?”
If you liked this post, you may want to read:
New Content Marketing Research for Manufacturers
Why PR Should be a Part of your Content Marketing Strategy
Do’s and Don’ts of Content Marketing
by tradesmeninsights | May 20, 2015 | Marketing Tips, Marketing Trends, Uncategorized
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
Everyone is getting better at resisting all the interruption-driven ads and promotions. Your customers are taking control of what they want to read or look at.
So what’s the answer? Quit selling and start giving them what they want (helpful content), where they want it and when they want it.
I recently read a post by George Stenitzer on Content Marketing Institute that talked about when more people are saying no to ads, what options do we have to get your message in front of them?
He cites some amazing stats:
- Mobile has taken over as the first screen to view content
- Over 50% of Americans record TV shows and don’t watch commercials
- 91% of consumers unsubscribe or unlike brands for which they once opted in for
George gives us some helpful ways to make sure your content is seen and read.
- Permission is golden – If someone allows us to share info with them, make sure you give them good relevant content (it’s not about you).
- Give them what they want – A small percentage of your content will outperform the rest. Use your analytics to give them more of the same.
- Earn their attention in 7 seconds (23 words) – In the battle for attention, you need to answer the question quickly of what’s in it for them. Use images where possible.
- Keep customer info up to date – If you’re trying to be more personal and have the wrong info, you’ve lost the battle before it started.
These tips are not earth shattering, but a good reminder of what sets good content apart from the other self promotions.
by tradesmeninsights | May 13, 2015 | Marketing Tips, Social Marketing
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
If you’re using social media, your objective is to connect with your target audience. In order to do that, you need to talk in non-business terms instead of connecting on a human level.
Hopefully you’re not taking your existing marketing material and repackaging it into social. The best way to connect with prospects is through story telling. You can still get your message across without the hard sell.
I recently read a post by Ishita Ganguly on Social Media Examiner titled 9 Ways to Humanize Your Brand with Social Media. Some of the highlights from her article are:
- Show a sense of humor – you can share information and make it fun
- Use everyday language – don’t speak industry jargon
- Engage in conversation – a small gesture like thanking someone for a retweet goes a long way.
- Acknowledge mistakes – owning up to a mistake shows not only that you’re human, but it also builds long-term credibility by admitting it.
- Sign your posts – it puts a human face to your brand.
- Provide solutions – shows you understand their pain points.
What are your thoughts? Have you tried any of these? What are you doing to humanize your brand?
by tradesmeninsights | May 12, 2015 | Marketing Tips, Social Marketing, Traditional Marketing
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
I’ve always been a big believer in relationship selling. After all, we usually buy stuff from people we know, like and trust. Agree? So why not take that to another step in the selling process by using the same principles to your marketing efforts?
This is especially true now that content and content marketing is such a big part of everyone’s overall strategy.
We all have heard the saying that Content is King and Community is its Kingdom, but what brings them together? It’s building solid relationships with Contractors and Tradesmen using relationship marketing.
I recently read a post by Wade Harman, Why relationship marketing is the key to your content, where he outlines a strong case for using this type of tactic.
He points out that we need to know and understand what our target wants and needs. They want solutions, not necessarily a sales pitch. You need to make yourself available in conversations with contractors.
He also points out that we should collaborate with others that share the same passion. For an example, say your target is professional plumbers. You want to focus on products that will help them do their install better. You’re not interested (nor capable) in helping them market their plumbing business locally.
Why not team up with someone who’s focus is just that, like Plumbers SEO.net or Darren Slaughter who specializes in contractor marketing.
This blog focuses on helping manufacturers better communicate with contractors and professional tradesmen. We have three challenges: 1) identify our audience, 2) give them meaningful content, and 3) keep them coming back. One of the most important things I try to communicate is that to be successful, you must be able to engage and have a genuine relationship with your reader.
Here are some steps to build those relationships:
- A genuine relationship starts with you – start with an open and positive mindset and be willing to work on the relationship.
- Make posts as helpful and useful as you can – it’s not about you, it’s about your readers’ problems and concerns.
- Be helpful and positive in all interactions – whether it’s on Twitter, Facebook or your blog…always be helpful, positive and upbeat.
- Encourage discussion in comments – you’re not the only one with good ideas. Make sure to engage on your response and ask their opinion.
- Give back on other blogs – link when appropriate to other blogs, visit their sites and make comments and write guest posts for them.
One of the most important points is you can’t fake this stuff. If you are just pretending to care about your readers, if you don’t really want to talk to them, they’ll feel it and then you’ve lost them.
