by tradespeopleinsights | Dec 4, 2014 | Social Marketing
Rachel Kerstetter, PR Engineer, Sonnhalter
Sometimes in life you encounter people who are jerks.
Via Mike Licht
As children, we were often told to ignore the jerks. As adults we find ways to cope with the jerks we encounter throughout our days.
It’s a little more difficult for companies to deal with the jerks on social media. Unfortunately social media also provides jerks with a megaphone for their poor attitudes.
You can’t make everyone like you on social media, but you can take the high road when it comes to the social jerks who you encounter.
Don’t fire back at them.
If someone tweets nasty things at your company, don’t tweet nasty things back at them. It makes you look petty and like a jerk yourself.
Do fix legitimate problems.
People often use social media for customer service problems. If someone is having a problem that has them upset, they might come off as a jerk on social media. Publically respond that you would like to do what you can to fix their problem and ask for contact. For example, “We’re sorry to hear you’re having a delivery problem, please direct message us your email or phone number so we can find out more about your problem.” Or “We have been experiencing some issues with x, please call customer service at 800-xxx-xxx for an update.”
Don’t let jerks scare you away from using social media.
Often when we consult with a company who either refuses to join social media or has their channels locked down, it’s because they’re concerned about negativity on their social media channels. People will say what they want, if you let them say it on your channel you can be aware of it, try to fix it, or let your community come to your defense.
Do let the rest of your community support you.
Social media jerks (they are usually called “detractors”) tend to show themselves for who they are. Social community members are great at identifying the jerks out there and will sometimes shut them down for you by responding with their own positive tales. Definitely foster a positive social media community, it can work for your organization.
Don’t be a jerk yourself.
Whether this is on your personal or your company’s social media, do what you can to not be a jerk. If you have a problem with a product or service and choose to try to solve it on social media, do so in a human and respectful manner. It sets a great example for all around you.
Do report abusive users.
It is absolutely okay to report a social media account that is spamming or harassing your company. On a promoted tweet program for a client, one user took their hate for promoted tweets so far as to abuse our client’s account and claimed to report us for spam. (All social media ad programs that we run are in compliance with the platform’s policies and are in no way spam.) So we reported the user back for harassment. Make sure you read the terms before reporting a user so that you aren’t being a jerk. (By the way, if you don’t want to see a promoted tweet or post, click the dismiss button and Twitter won’t show it to you again.)
by tradespeopleinsights | Dec 2, 2014 | Marketing Tips, Marketing Tools, Social Marketing, Traditional Marketing
I’m still amazed by the number of folks who are still trying to sell me something instead of trying to solve my problem. I think it’s because they are struggling with their story and finding the right voice to tell it on. The old school model of glad handling and feature benefit selling has gone by the wayside for the most part.
Let’s face it none of us wants to be sold. We want to have a conversation. Humans, by nature, are social by design and want to interact with others. Interaction is a two-way street where both parties are part of the conversation. It’s not grabbing attention, but earning and holding attention.
How do we do this? By acting and speaking HUMAN. Storytelling is an essential human activity and must be a vital part of your strategy.
I recently read an article in Chief Content Officer magazine by Kevin Lund and Eileen Sutton that talks about speaking human and gives us some tips on how to be successful at it.
Here are some highlights:
- Be Clear – No marketing speak. Use plain English with no jargon and more heart.
- Be Helpful – Be relevant to a specific issue. Show them how you add value.
- Be Concise – Keep it to the point. Less is better.
- Be Consistent – Use the same voice and tone throughout all channels.
If you can figure out how to make life easier for your customer, everyone wins.
by tradespeopleinsights | Nov 26, 2014 | Uncategorized
As the Thanksgiving weekend approaches, I’d like to say thanks to the many friends and clients we’ve had the good fortune to come in contact with over the years. We’re all running in several different directions all the time, and this time of year we need to slow down a bit to appreciate the things around us.
So this weekend, don’t take your briefcase home, and your emails will still be there Monday morning when you get back in the office. Recharge your batteries this weekend. Play with your kids or grandkids, visit an old friend or watch some football. We take a lot of things for granted sometimes – our Families and Friends. And no matter how screwed up our country is in Washington, I wouldn’t want to live anywhere else.
Enjoy the weekend. We can get back to the rat race next week.
by tradespeopleinsights | Nov 25, 2014 | Marketing Tips, Traditional Marketing
I don’t think any manufacturer out there would argue the importance of training. What manufacturer wouldn’t want to ensure their customers are trained properly on how to use their products or informed on their latest product offerings. Plus, training offers manufacturers a way to further differentiate themselves from competitors, as well as continue to build their brand with their customers.
There are many ways to approach and handle training; from how-to videos and online training courses, to traditional, printed instructional manuals and sales people demonstrating products in the field. But sometimes there is no substitute for in-person training.
One manufacturer that is leading the way for in-person training is Viega. I should note that Viega is a client of Sonnhalter. The Viega Education Facility, located in Nashua, NH, is a stand-alone, dedicated building for training and I have to say, a pretty impressive facility. It first opened up in 2006 and since then, over 10,000 people have completed training sessions. Viega averages over 200+ days of training per year, with attendees ranging from architects, contractors and engineers to apprentices, distributors and even Viega employees. Currently there are over 13 standard courses covered in two-day, three-day or five-day sessions.
For the majority of industries, continuing education becomes a necessity to staying up-to-date and informed on the latest techniques, trends and technologies affecting their respective fields. Additional training can also offer up the benefits of increased productivity, reducing your liabilities for errors or omissions with updated knowledge of laws and regulations, increasing morale and job satisfaction, as well as reducing employee turnover
Kevin Higginbotham is the CEO of the Evergreen Marketing Group. Evergreen has always been a leader in product training since its inception, and Kevin gives us some insights into what their group is doing to advance professional training using a multi-dimensional approach.
Both manufacturers and distributors acknowledge the importance of training.
How are you utilizing Training?
by tradespeopleinsights | Nov 20, 2014 | Events/Trade Shows
Rachel Kerstetter, PR Engineer, Sonnhalter
I had the opportunity to attend the Fabtech Expo in Atlanta last week. It was my second year at the show and I am continually impressed by the immensity of this industry. The expo brought together more than 27,000 attendees and 1,400 exhibitors covering more than 500,000 square feet of the Georgia World Congress Center.
Fabtech kicked off on Veterans Day and it couldn’t have been more fitting since Workshops for Warriors was selected as the recipient of the Fabtech Cares campaign. Workshops for Warriors is a wonderful organization that I had the pleasure of writing about last year in Production Machining magazine. Workshops for Warriors, a 501(c)(3) non-profit organization dedicated to training, certifying, and placing veterans in manufacturing careers.
It’s no secret that manufacturers are looking for new sources of talent. At the same time, many former members of our armed forces are looking for work. Workshops for Warriors combines these efforts, giving American veterans and wounded warriors the skills U.S. manufacturing employers need. Veterans who are transitioning back to civilian life provide a vastly untapped talent pool of hardworking and disciplined talent for the manufacturing industry. Fabtech hosted a panel on the first day of the show on bridging the skills gap with veterans. You can see the progress of the fundraiser (and donate) here.
Reshoring of manufacturing was definitely another popular topic. The Day One keynote actually came from Cindi Marsilgio, the VP for U.S. Manufacturing at Wal-Mart. The company has pledged to buy $250 billion of products made in the USA over ten years to encourage the creation of U.S. jobs. (You can read more about the keynote and Day One highlights on Fabtech’s blog.) When walking the show and helping out in various booths, I heard the question, “Where are your products made?” Many purchasing professionals in attendance were seeking domestically produced products to us in their own operations.
Day Two of Fabtech kicked off with four-time Super Bowl champion and Vietnam War veteran, Ricky Bleier, presenting on how attendees can be the best that they can be. Later in the day a panel was held on the industry’s outlook. You can see video and other highlights from Day Two on Fabtech’s blog.
Although I headed back to chilly Cleveland at the end of Day Two, the final day of the show was also packed with a presentation from Google for Work’s Head of Manufacturing, Mike Walton on transforming manufacturing for the digital age. This is a very popular topic, especially with the rise of 3D printing, robotics and digital design capabilities. You can check out some video from the presentation here.
Did you attend Fabtech? What did you think of the show?
by tradespeopleinsights | Nov 19, 2014 | Marketing Trends, Traditional Marketing
Progressive contractors, I believe, are changing the way they are interacting with their manufacturers. When I ran across this research recently, it verified in my mind that it holds true. I only wish the Electrical and Plumbing markets would do similar research.
HVACRBusiness recently released a new research study, “HVACR Contractors: Trends in the Adoption of Products/Systems & Management Approaches,” (for a free copy of executive summary click here), that highlights new trends on their involvement with manufacturers. I did a podcast interview with Terry Tanker, the publisher, to talk about the results of the research.
Bottom line – 70% are more likely to evaluate additional manufacturers and their products. You can’t depend on your sales rep going to see them personally to introduce a new product. By the time they get there, the contractor may be well down the selection process. Contractors, no matter what kind, are looking for good information, not a sales pitch, but information that can help them do their jobs. If you can do that, it will help keep you in the game.
Here are some highlights.
They define a “High Yield” contractor as being more active in managing their business, having substantial revenues and experiencing significant growth. In other words, The “A” players in the field.
- 93% get involved in the early stages of the selection process of new products.
- Contractors have even greater expectations for products/systems than 5 years ago.
- Contractors are expecting manufacturers to do more to help them compete and operate efficiently.
- The selling environment has become more businesslike and competitive.
The bottom line is that these “High Yield” contractors have made significant changes in their relationships with their manufacturers and expect more out of them. Among them the top three changes are:
- Making manufacturers more accountable for their products/systems.
- Offering more support.
- Making more objective decisions about products/systems/brands.
