by tradespeopleinsights | Apr 8, 2015 | Marketing Tips, Social Marketing, Traditional Marketing
By Chris Ilcin, Account Superintendent at Sonnhalter
If you’re like me, you’ll flip the channel when commercials come on. Hopefully, unlike me, you’ll remember what you were watching when the break is over.
Well tradesmen are the same way, so don’t expect them to actively seek out a 5-minute commercial on YouTube. All the search terms in the world won’t make people sit through a video that does nothing more than pat yourself on the back for making such a great product.
If you want eyeballs, and the increased search results they equal, you need to show how your product fixes their problems. Here are a few tips:
- Make it
Solution Based – Why does this product exist? What problem does it solve, or how is it best used. Make the solution, not the product the focus. This also gives you a chance to showcase your “total” solution; customer service, technical support, anything else that sets your solution apart from the competition.
- Keep it, and Your Customers Moving – Just like a good commercial, an effective video should drive the customer somewhere, in the shortest amount of time available. Website, local distributors, a call center. Figure out where you want them, and give them a reason to get there.
- Be Yourself; or Have Someone Else – If you’re not funny, don’t try to be now. Work with what you have. Or better yet, add another person. They can bounce ideas and concepts off each other instead of the camera and both will feel more natural. One set up I’ve always liked is a “Product Expert” being interviewed by an “Everyman.” This way they can tease the pertinent info out, rephrase it in common language and keep the conversation moving.
- Know What You’re Good At – Even the best message can get lost with poor delivery. Now isn’t the time to hire your Brother-In-Law’s cousin. Highly qualified freelancers are available across the country. Put out feelers through friends, social media, your PR people and vendors, and get quotes. And not just for camera, but sound, direction, editing and production. Done correctly, a video will become the first interaction a potential customer will have with your company, so make it count.
- It’s All in the Prep – Just like painting a room, most of the work should take place before the job gets started. Have a script, a shot list, a location, talent, and props in-hand. Make sure everyone is on the same page about goals and message. Editing is great, but it can’t make words or actions you never shot magically appear.
- Say It or Show It; Not Both – A picture is worth a thousand words, so save the words for something else. It’s a video, not a book (or blog post) so keep text to an absolute minimum.
- Multitask – As long as you’re hiring freelancers, setting up lights and everything else, cover a few other bases. Product photography, other solutions or products that can be shown in the same set-up, video for trade show use and social media all can be taken care of. With a well-choreographed crew, you can shoot 3-6 short videos in one day. So make the most of it, but keep to your priorities.
- Consider All Platforms – Where do you want your video to be watched? Everywhere. On your website, YouTube, Facebook and mobile devices. So keep it as short as possible. Even the best smart phone right under a cell tower won’t play a 10-minute video without a pause or two, so don’t try your viewer’s patience.
- Don’t Re-Post; Re-Direct – Once you’ve uploaded the video to YouTube, make sure you let everyone know. But do it through links and redirected placement. For instance, don’t embed the video on the product page; embed the YouTube link. That way all the views are being accumulated in one place, increasing that number and moving it up the search results.
- Tag, So You’ll Be It – Think like a customer, or potential customer. They don’t know the products part number or trademarked name. So while all that should be in the tags, so should more generic terms and phrases, as well as your competitors’ names, terms and phrases.
- Keep An Eye On It – Once it’s posted, track it. How many views does it get after a week, a month and a year? Use the Analytics options on YouTube (all free) to see how people are finding it, how long they’re watching it and re-post it someplace every few months.
- Don’t Take Comments Personally – By now you’ve been living with this project for a few months, and feel pretty happy about the end product. So negative comments, which are almost guaranteed in the internet age, are going to feel like a personal attack. They aren’t, and the biggest mistake you can make is to feed the trolls. Address legitimate concerns as diplomatically and quickly as possible, but don’t add fuel to a fire.
Video is an incredibly powerful tool. It works in almost any setting; in an office, on a sales call, or in the field. Make it as effective as possible, and it can sell the product, reinforce your brand and be relevant for years to come.
by tradespeopleinsights | Apr 7, 2015 | Marketing Tips, Traditional Marketing
By Robin Heike, Production Foreman at Sonnhalter
Project meetings for marketing activities are so important for all who will be working on them, so let’s make sure we make the most out of them.
We usually start out with a creative brief initiated by the lead person for the project. This sets the tone and objectives for the project, so when the team does get together, they have a clearer picture of what needs to be done.
We use a creative brief to get the process going, and it might help you if you don’t have a formal process.
Here are the key elements:
- Project description – Give overall scope of what needs to be accomplished.
- Background – What are your current problems? What are possible key solutions? What are the current beliefs and what are the desired ones?
- What do you want the communication to do – introduce a new product or service?
- Target audiences – who are your primary and secondary audiences?
- Unique Selling Proposition – what sets a product or service apart from your competitors?
- Support points – give back-up features and benefits.
- Mandatories – logos, association bugs, tag lines.
- Tone – informative, leadership, etc.
- Deliverables – ad, e-blast, event, product sheet, blog post?
- Timeline – when is it due?
- Budget – Self explanatory.
Complete info includes direction/message to convey, any background info including examples, photos if they are being supplied, deadlines for completed project (who is responsible for what or where we can gather needed info/pieces and when and how a project will be presented).
Written details supplied on all project paperwork is so important since each person usually has more than one project in the works/on their mind.
Project meetings are most effective when all info that will be available is discussed with everyone who will be working on the project.
by tradespeopleinsights | Apr 1, 2015 | Marketing Trends
By Rachel Kerstetter, PR Architect, Sonnhalter
I had the opportunity to attend Automate and ProMat in Chicago on behalf of two Sonnhalter clients (one at each show). A single badge got attendees and exhibitors into both shows, and the combined efforts of the automation and materials handling groups provided for a great event that included keynote presentations from Renee Niemi (director of Android and Chrome Global Business, Google for Work), John Mackey (co-founder and CEO of Whole Foods) and Steve Wozniak (co-founder of Apple, founder, chairman and CEO of Wheels of Zeus).
Automate
Automate is North America’s broadest automation event. Put on by the Association for Advancing Automation and its trade associations (the Robotic Industries Association and the Motion Control Association), Automate showcased the full spectrum of automation technologies and solutions, ranging from traditional industrial applications to cutting-edge new technology.
Via @NookInd
My travel to the show was delayed by a Chicago snow storm, but the snow didn’t keep anyone away. The media at Automate were busy seeing what’s new in the industry. Our client, Nook Industries, exhibited linear motion solutions including mechanical solutions that can replace hydraulic options, as well as integrated automation systems.
Timed well with March Madness, at several booths, attendees could play basketball against robotic arms. The precision and technology in this part of automation definitely fascinates me … and not just because a robot made me a chocolate chip cookie!
Via robostox.com
Automate takes place every two years and dates back to 1977. End users, OEMs, machine builders, distributors, buyers, researchers and students attended the show coming from more than 30 countries.
Right across the hall at McCormick Place, was ProMat.
ProMat
ProMat is the largest expo for manufacturing and supply chain professionals in North America, showcasing the latest material handling and logistics equipment and technologies. More than 800 exhibitors displayed material handling equipment and systems, packaging and shipping equipment, inventory management and controlling technologies, dock/warehouse equipment and supplies, and many more supply chain management solutions.
The ProMat hall was bustling every time I entered. Product demonstrations reached to great heights and lengths, and the show itself offered education and networking opportunities on top of nearly every supply chain and logistics solution in one place.
Our client, UniCarriers Americas, exhibited its reliable brands of forklifts which provide for more uptime, great value of ownership and are backed by a best-in-class warranty.
Via UniCarriers Americas on Facebook
ProMat also takes place every two years and is powered by the Material Handling Institute.
by tradespeopleinsights | Mar 31, 2015 | Uncategorized
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
Last week I was reminded of how fragile life really is. I lost a friend who was only 57 and appeared to be in great health and they found him at work in his car. One really doesn’t know when your time is up.
It got me to thinking that in this world where emails are the last thing we check at night and the first thing we check in the morning might not be the most important thing in the big picture. I know I’m guilty of that as much as anyone.
Maybe we should step back on a more frequent basis and appreciate our families and friends more. Oh, by the way you, should tell them! Play hooky some afternoon and take your grandkids out to the zoo. Take your wife on a picnic.
I guess as I get older I don’t want to be remembered as the guy who had a successful career but never took the time to enjoy life. There’s got to be a better balance in life. I know this might be a little late for a New Years resolution, but I think I’m going to stop and smell more of the roses.
by tradespeopleinsights | Mar 30, 2015 | Uncategorized
great event for manufacturing. Learn and share with peers
by tradespeopleinsights | Mar 25, 2015 | Marketing Tips, Marketing Tools, Social Marketing, Traditional Marketing
For a major new purchase, do you think a contractor or tradesman just walks into a distributor and asks what’s new, and then just buys it? Of course not.
They hear or read about a new or better solution to help them do their job better and more efficient. They research what other tradesman think about the idea, either on forums or in person. They research it online and download information to help them. It’s at this point they may contact their local distributor or manufacturer to get more questions answered or ask for a product demo.
The point is, the contractor has done lots of research long before they identify themselves to you as a potential sale.
Marketing’s role is to make sure that the right information is in the right place for contractors, whether it’s in trade publication ads, testimonials, product reviews, customer ratings, PR or social media. The fact is, B2B customers are 60-90% the way through a purchasing decision before they contact you! Yikes.
Heidi Cohen recently posted an article on how the 2015 B-to-B purchasing decision process has changed.
Here are some and points to consider:
- 5% of website visitors provide an email address
- 20% of marketing emails are opened
- 1% of leads are nurtured
These types of challenges require some sort of marketing automation tools to help you better reach and engage prospects. You need to determine what content they want, put it where they want it and understand the next steps in their process.
What are your biggest challenges?
