This summer, I had the pleasure of being Sonnhalter’s PR Intern. I can still remember the whole process of vying for this internship a couple of months ago. Throughout the rounds of interviews that I went through and then finally receiving the email confirming that I had landed the role, I was ecstatic knowing that I had been chosen. As my internship is coming to an end, I’d like to recap how high my expectations were before beginning and how it most definitely has followed through.
Throughout my time here, I was exposed to different writing styles that I wasn’t as well-versed in when I began. I was used to a narrative way of writing and had barely tampered with the ways of professional writing, such as news or press releases. Quickly, I learned the golden rule of “short and sweet” and how the implementation of this is imperative in news and PR writing.
Another aspect of my internship that taught me a lot about the PR, marketing and advertising industry would be generating graphics for our various clients (Wright, NIBCO, PHCC CONNECT, etc). While attending John Carroll University, I currently serve on the board of two different clubs and create content for their social media profiles. Before my internship at Sonnhalter, I had toyed around with Canva but only on a minor level. Now, as my internship is approaching its end, the Sonnhalter team has taught me a great amount of knowledge about how to use Canva while utilizing a brand’s coloring, font and logo. This skill, amongst many that I’ve learned while being here, will be forever useful for future endeavors, especially with the continued rise of social media.
Following previously from talking about writing styles, one other way of writing that I learned how to do well throughout this internship would be blog writing. For blog writing, it does incorporate a more narrative style of writing, but it still insists the notion of “short and sweet.” While at Sonnhalter, I have written many insightful blogs on a various amount of topics, ranging from biographical to educational to technological. Be sure to check out all of our blogs written on our website.
One of the major factors in working at an agency is to actually face the clients that you are working with. Throughout my internship, I’ve been given the opportunity to actually visit the places that I am writing about. Babcox Media and Wright Tool Company, both located in Ohio, were happy to give me a look into how each of their companies function on a day-to-day basis. Both were great to visit, and it was nice to actually see these companies, versus just typing about them. For our Annual Tool Drive as well, I was able to visit each manufacturer’s site to see how they function, while dropping off each donation box. It was a beneficial experience since I had never really been exposed to any trade workplace before.
As an overall, I can confidently say that I have gained and learned so much from being apart of the Sonnhalter team for the 2024 summer. The insightful information that was taught to me about all of the ins and outs of the PR, marketing and advertising industry, especially in a niche industry such as the trades, will be valuable information that I’m able to bring with me anywhere I go and end up.
In today’s digital age, where social media platforms dominate, the role of press releases might seem outdated. However, press releases remain a powerful tool for businesses to communicate with their audience and the media. In this blog, we will tell you why your company should continue to write press releases in 2024.
Credibility
Press releases contribute to your credibility and establish your company as a trustworthy source of information. When crafted well, they provide media outlets with accurate information about your company’s products, achievements and milestones. A well-written press release ensures that your messaging is clear and that your customers can learn more about your company. Regularly issuing press releases helps to build and maintain your company’s brand awareness. By highlighting your achievements and innovations, press releases reinforce your brand’s messaging.
Media Relations and Coverage
Press releases are an effective way to get media attention and secure coverage. Editors often rely on press releases as primary sources of information for news stories and features. By consistently issuing press releases, you can build relationships with editors and increase the likelihood of your company being featured in relevant publications, both online and in print.
Messaging
Press releases allow you to control the narrative and messaging surrounding important announcements and events. Unlike social media posts or blog articles that can be easily misinterpreted, press releases provide a structured format to convey key messaging. This ensures that your company’s message is communicated accurately and consistently to your target audience.
Long-term Value
Press releases serve as a record of your company’s journey and milestones. They can be archived on your website’s press section or a digital newsroom, providing customers with insights into your company’s history over time. This value not only preserves your company’s history but also serves as a resource for editors and customers seeking information about your business.
Despite the evolving digital landscape, press releases remain an effective tool for communications and media relations. By leveraging press releases, your company can enhance its credibility, visibility and reputation in 2024. If you’re not already, use press releases as part of your communication strategy to reach your audience more effectively.
In today’s digital landscape, content is crucial. From social media to blogs, podcasts to videos, businesses have an array of platforms at their disposal to engage with audiences and share their message. However, creating fresh, original content for each platform can be time-consuming. This is where the strategy of repurposing content across platforms comes in, enabling organizations to maximize reach, impact and content creation. Let’s explore why repurposing content across platforms is a great strategy for success in the digital age.
Reach
One of the primary benefits of repurposing content is its ability to extend your reach across multiple channels. By adapting a single piece of content for various platforms—such as turning a blog post into a series of social media posts or a video—you can reach audiences where they are most active and engaged. Whether it’s LinkedIn, Instagram, YouTube or TikTok, repurposing content allows you to meet your audience on their preferred platforms, increasing visibility and driving traffic back to your website.
Optimize for Different Audiences
Different platforms cater to different audiences and consumption habits. What resonates on Instagram may not perform as well on LinkedIn, and vice versa. By repurposing content across platforms, you can tailor your message to fit the unique preferences for each audience. For example, you might condense a long-form blog post into social media posts or produce engaging videos for YouTube. By optimizing content for different formats and platforms, you can maximize engagement and resonate with your audiences.
Amplify Your Message
Repetition is key to effective communication. By repurposing content across platforms, you amplify your message and reinforce key themes and ideas. A social post about a new product launch can be followed up with an in-depth blog post and a behind-the-scenes video. Each piece of content builds upon the others, creating a cohesive narrative and reinforcing your brand. Repetition increases the likelihood that your audience will engage with and remember your content, leading to greater brand awareness and recognition over time.
Save Time and Resources
Creating high-quality content takes time, effort and resources. By repurposing existing content, you can maximize your value and save time in the content creation process. Rather than starting from scratch each time, repurposing allows you to leverage existing content and adapt them for different platforms and audiences. This ensures consistency in messaging and branding across channels and makes the content creation process more efficient.
Improve SEO
By repurposing content across platforms, you can improve your search visibility and drive organic traffic to your website or blog. Sharing snippets of content on social media with relevant keywords and hashtags can increase visibility and attract link clicks from users searching for related topics. By strategically repurposing content, you can enhance your SEO efforts and attract more qualified traffic to your website.
Repurposing content across platforms is a smart strategy for maximizing reach and optimizing resources. By adapting existing content for different audiences and channels, you can extend your reach and reinforce your brand. Embracing the power of repurposing can help you achieve your goals more efficiently and effectively in today’s digital landscape.
This past week, Sonnhalter’s president Matt Sonnhalter was featured on a podcast by Mechanical Hub, Appetite for Construction. Hosted by Tim Ward and John Mesenbrink, they had the honor to interview Matt on everything B2T, Sonnhalter’s Annual Tool Drive, our recent partnership with PHCC CONNECT and their upcoming CONNECT 2024 conference in Birmingham, Alabama, outstanding barbeque and of course Matt’s love of bourbon and whiskey!
Be sure to take a listen to Tim, John and the “Don Draper of B2T.”
Donate extra inventory, demo models, tools and building materials that are no longer needed, during the month of August in support of Habitat for Humanity.
CLEVELAND – July 2024 – Sonnhalter, a communications firm marketing to the professional tradesman in construction, industrial and MRO markets, will be hosting its Annual Tool Drive once again. This year marks its fifteenth year in partnering with Greater Cleveland Habitat for Humanity for this event. Since 2010, Sonnhalter has raised more than $517,000 worth of donations for this cause.
The Tool Drive runs Thursday, August 1 to Saturday, August 31. All businesses, organizations and manufacturers are encouraged to donate extra inventory, demo models, tools, building materials and monetary donations to the Sonnhalter Tool Drive. Donations benefit Cleveland Habitat’s mission of building homes and empowering families through safe and affordable home ownership.
“Over the past fifteen years, we’ve surpassed all expectations set back in 2010. I take great pride in our collective achievements driven by our commitment to supporting Habitat for Humanity,” said Matt Sonnhalter, vision architect at Sonnhalter. “Due to the immense generosity of clients and friends of the agency, we have been able to donate more than $517,000 to this great cause. Even though last year’s donation totals were unprecedented, we aim to raise even more this year!”
The Sonnhalter Tool Drive encourages those within the trade industry to look through their warehouses for extra inventory and overstocked tools or items that they would be willing to donate.
Greater Cleveland Habitat for Humanity has helped more than 300 Habitat homeowners, including over 1,000 children, have a safe and decent place to live. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s three ReStores, discount home improvement stores that serve Cuyahoga and Lorain Counties. 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, or to coordinate larger shipments, i.e., pallet size, please contact Rosemarie Ascherl-Lenhard 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.
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 Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
In this guest post from our friends at Long & Short of It, they are dissecting the notion of your brand holding a certain identity that is different from most. They talk about six different reasons as to why your company should institute brand differentiation. I believe that they have a point to this, due to the fact that if your brand is the same as others, or is holding the same tendencies, you’ll end up blending in versus sticking out. Click here to read more from Long & Short of It. This guest blog follows below:
. . .especially in financial services.
Pretty much whatever you make, sell, provide can be copied. It may or may not be better. So why do your customers stick with you instead of jumping to the next best or cheaper version? It comes down to differentiation and brand loyalty.
Water for example. Who knew we needed Liquid Death? It’s water. In a can. But they tapped into (sorry for the pun – not really), the power of branding. Product differentiation is tough, but your brand is and always will be unique if you nurture it. Leverage that.
Let’s try something a bit more complicated like banking. In the world of banking, standing out from the competition can be challenging. With countless banks offering similar services, finding ways to differentiate yourself is crucial for success. Here are some strategies to set your bank apart:
Provide Exceptional Customer Service In an industry where customer trust is paramount, providing exceptional service is a powerful differentiator. And it must be exceptional. Good or even great customer service is not enough – this is now a table stake. Provide your team with the training, support, and flexibility to develop meaningful relationships with your clients.
Specialize in Niche Markets Instead of trying to appeal to everyone, focus on serving specific niche markets. Most banks provide very similar products to a wide variety of customers. To compete, most banks need to do that, but to differentiate your institution, find those one or two things that you can do better than anyone else. It could be a product or service such as treasury management or a segment such as students or small businesses. Tailoring your services to meet the unique needs of a niche market can help you attract loyal customers.
Offer Innovative Products and Services Stay ahead of the competition by offering innovative products and services that address emerging customer needs. Whether it’s introducing new digital banking features, launching a rewards program, or partnering with fintech companies to offer cutting-edge financial solutions, or simply helping them understanding if bitcoin is right for their portfolio. Innovation can help you attract and retain customers.
Focus on Transparency and Trust Building trust with your customers is essential in banking. You would think that this is a given for any financial services company. But I think it’s being ignored to the detriment of many banks and for those few who don’t take it for granted, it can truly help them differentiate. A Gallup survey on trust showed that only 26% of the U.S. would say they have a great deal/quite a lot of trust in banks. Small businesses were at the top at 65% and Congress was at the bottom at 8%. Shocker. Be transparent about your fees, terms, and policies, and strive to maintain open and honest communication with your customers. Don’t just assume your clients trust you. Actively develop and implement strategies on what your bank is doing to earn that trust every day.
Cultivate a Strong Brand Identity A strong brand identity can help differentiate your bank from competitors and attract customers who resonate with your values and vision. Invest in branding initiatives that showcase your bank’s unique personality and highlight what sets you apart from others in the industry. Are your mission and vision statements truly unique or can you slap another bank’s name on them, and they would still work? If so, that’s an issue.
More importantly, what is your bank doing to ensure those statements are vibrantly followed through everything you do from hiring, servicing, and developing products? It’s the foundation of your culture. Does your bank truly care about its brand? Communicate it? Apply it consistently? Whether it’s through your policies, marketing campaigns, or community involvement, consistency in branding can help reinforce your bank’s identity and attract loyal customers.
Whether you are in the competitive landscape of banking, a small business, or quite frankly any industry, differentiation is key to success. By providing exceptional customer service, specializing, being innovative, focusing on transparency and trust, and cultivating a strong brand identity, you can set your bank or business apart from the competition and position yourself for long-term success.
