by tradespeopleinsights | Jun 26, 2014 | Marketing Tips, Public Relations
By Rachel Kerstetter, PR Engineer
Pictures are incredibly powerful marketing, PR and social media tools. Every single project that I work on for Sonnhalter’s clients involves some form of visual element… which is also one of my biggest challenges as a public relations professional.
Trying to wrangle high-resolution images for a project is tough because sometimes the photo well is just not deep. In our digital age, it doesn’t make sense to not have photographs of basically everything. There is no concern regarding wasted film because everything is digital.
Here are my tips on making sure you have an ample supply of good photos to accompany your marketing communications programs:
1. Think that everything your company does is photo-worthy.
If you host or attend an event, you should take pictures. That includes: Trade shows, customer events, employee events, seminars, etc. [Tweet This]
2. Take a lot of photos.
Not all pictures will turn out great, some will be blurry, someone will have their eyes closed or being making a horrible face. Take several pictures to make sure that you have useable ones. For example, for last year’s Sonnhalter Tool Drive, we took 50 photos and a couple of videos and only used 13 of them in our Facebook album from the event.
For events and trade shows, don’t limit your photos to just the pre-event set up. Capture some action, get people in your photos, both candid and posed. After events, people love to go back and see if they were caught on camera.
3. Assign someone to take photos.
Chances are there is someone in your organization who is pretty good at taking photos. Find that person and leverage their abilities. If you aren’t sure, ask for a volunteer to run around and capture photos. They don’t have to be a professional or even use a DLSR camera (although those will yield higher quality photos). It’s also okay to duplicate photos, so having more than one person taking pictures is fine.
4. Equipment doesn’t have to be complex.
For any photo or video needs, you don’t need professional-grade equipment to capture events. (If you’re putting together something like a commercial or instructional video, that’s a different story, and you should definitely engage a professional). For catching your company picnic three-legged race, an iPhone will do fine. Want some candids from a trade show? These days, most smartphones can yield high-resolution images or bring along a “point-and-shoot” digital camera.
5. Get high-resolution.
When I’m writing something for a print publication, high resolution images are often the biggest challenge. The standard for an image being “hi-res” is 300dpi (dots-per-inch) or greater. That means when supplying photos to your marketing team, agency or an editor, do not just click download from Facebook. Send them the original(s), even if you have to use a file transfer or sharing service such as DropBox or HighTail (formerly You Send It).
6. Use the photos you take.
Upload photos to your company’s social media accounts, provide them to your agency or editors for stories, share them with your staff on your intranet, etc.
Here are some general tips for getting good photos and videos:
- Keep your finger off the lens (also remove smudges)
- Don’t use the front-facing camera on a mobile device, these cameras typically take lower quality photos
- Take at least three photos for one group or individual pose
- Avoid shooting photo/video through windows or screens if possible
- Hold smartphones horizontally or in “landscape” to video instead of vertically, it provides a much better viewing experience later
- Be courteous to those around you when photographing for example, turn off flash for performances and speeches, and be extremely mindful if you must take pictures using an iPad or tablet as most who photograph with them block others’ views and are more disruptive (I highly recommend that you use a smartphone or camera and not a tablet)
- Try to avoid photographing/videoing people at an upward angle (it is unflattering to the subject) or with light behind them (try to have the main light source behind you and not the subject)
by tradespeopleinsights | Jun 25, 2014 | Marketing Tips, Marketing Tools
Since marketing is being held more accountable, it’s important to make sure the tactics you’re using are getting you the best bang for your buck.
Here are some tips:
Define your value proposition – Why are you here? What makes you different? If people don’t know why you exist, how will they know if you can help them?
Before doing something new, determine what’s working – You don’t have to keep reinventing things. Look at what’s working and do more of that instead of trying something new.
Understanding the sales process – and supporting the sales team with useful content that will help them keep a potential prospect engaged.
What are you doing to make sure you’re getting the biggest bang for the buck?
If you like this and want to read more, you might like:
What’s Your Marketing Strategy for 2014? See What Others are Saying.
How Sales and Marketing Can Get the Best out of Their Content Marketing
6 Ways to Make Your Marketing to Tradesman More Effective
by tradespeopleinsights | Jun 24, 2014 | Marketing Tips
Your company has a strategy. Your sales force has a strategy. Your marketing department has a strategy. Why doesn’t your content have one?
We all are busy creating content for various purposes, but do we ever ask the question of why are we creating it, and once it’s created, what are we going to do with it? I recently read an article by Joe Pulizzi, Founder of Content Marketing Institute where he reminded us that content without a strategy is just stuff.
To be not only efficient, but also effective, we can’t take a ready, fire, aim approach. Joe pointed out that a well-thought-out strategy not only gets us more traction in the market, but we also might be able to do more with less by utilizing content in several different places. By understanding your customers and what they want, you can put a strategy together that will not only create content, but have it tied with other similar content that your user will need as they go down the decision process.
If we want users to share our content, it has to have value to them and address the issues straight on. Don’t publish content for the sake of content. Have a plan in place before you start to write. By having a strategy and good user content, you’ll have a winning combination for users to keep coming back to you for more useful info.
Time is money-use it wisely!
by tradespeopleinsights | Jun 19, 2014 | Uncategorized
By Sandy Bucher, Media Engineer
If you’re interested in learning about a particular topic related to your profession, many publications, groups and associations offer webinars, or webcasts, for free or for a minimal charge, or they are included in association membership fees. Some may also be eligible for CEU credits.
Webinars are usually one hour or less in length and can be accessed with a computer or mobile device. Most webinars are presented live on a particular date. If you are unable to attend the webinar on the date it is scheduled, most webinars are housed for a period of time after the event and are available on demand, where you can watch it at your leisure. All webinars require the attendee to register with name and contact information, and a few questions related to the topic of the webinar may be asked as well.
The topics vary greatly, and depending on your interest, there are numerous sources for webinars and webcasts. You can easily do an internet search for a topic, or if there is a particular publication that you read every month, check out their website for any webinars that you would be interested in attending. You may even be able to get on a list to be notified of upcoming webinars. Or, if you belong to an association, watch for announcements of future webinars in any newsletters.
Following are some links to webinars that may be of interest to you for the plumbing, HVAC, electrical, industrial MRO and construction markets:
PLUMBING
Plumbing & Mechanical
HVAC
Contracting Business
ELECTRICAL
EC&M
INDUSTRIAL MRO
Plant Engineering
Plant Services
CONSTRUCTION
Associated Builders & Contractors
So if you have some downtime and want to increase your knowledge in the area of your profession, try attending a webinar presentation.
And if you are interested in presenting your own webinar, here are some posts you may be interested in:
Why Webinars Are a Good Marketing Tool To Reach Tradesmen
Tips for Putting on a Successful B-to-B Webinar
Webinars: Tips on How to Promote Using Email
10 Tips to Ensure a Successful Webinar Targeted at the Professional Tradesmen
by tradespeopleinsights | Jun 18, 2014 | Marketing Tips
Following is a guest post from Maggie Cook, Ecommerce Analyst at Lorman Education Services.
Businesses are constantly working to stay ahead of the latest trends, techniques, law changes, regulations and developments. In a world where technology is continuously evolving, there are more and more options for business professionals to stay up-to-date in this ever-changing environment. But as a business professional, do you take advantage of these opportunities? Do you find value in continuing education? Regardless of industry, seeking out some sort of further learning can prove crucial to not only your own professional development, but to your overall organization’s success.
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.
A number of professions simply require continuing education in order to maintain licenses or certifications. Some of these professions include engineers, architects, attorneys, paralegals, controllers, accountants, contractors, presidents, vice presidents and beyond. For some of these professions, especially those within the legal, medical and construction industries, continuing education and development is a necessity.
What Questions Should I Ask When Selecting a Company for Training?
Once you’ve realized the benefits of continuing education for your particular profession, industry and organization, what should you be looking for in a training program? Some points you may want to consider include: what continuing education credits or certifications are offered, are there programs in multiple learning formats, do they include reference materials or manuals with their programs, who are the speakers and what level of expertise do they hold.
How Can I Convince My Company Training is Necessary?
Getting buy-in from your superiors and others in your organization may be another step in the continuing education process for you and/or your organization. Review what value your training will serve the company, how will it benefit you in your specific position, how can this additional training protect the company from liability and lawsuits and finally, would a group training or company training be possible.
Lorman Education Services endorses the pursuit of lifelong learning, and seeks to serve a wide array of business professionals and industries by providing a variety of continuing education programs for credit and overall professional development.
Helpful Links:
- Why Continued Education and Training is Crucial for You and Your Organization’s Success
- Upcoming Live Webinars in Construction & Development
- OnDemand Webinars in Construction & Development (Available 24/7)
by tradespeopleinsights | Jun 17, 2014 | Marketing Tips, Marketing Tools, Social Marketing
I don’t know about you, but referrals are a great source of leads and customers for us.
It takes you down the sale funnel much more quickly if someone says something nice about you and recommends they talk with you.
Now we may all do this in person by networking and asking for referrals from people who now like and trust us. But have you taken that to the next level with your online contacts?
Referral marketing engages people online through daily interactions on the web. By recruiting customers to help drive new business using online is more relevant because you share the same interests and values as your existing customers.
Extole has an ePaper out, Fact vs Fiction: 5 Referral Marketing Myths. They give examples of what companies are doing and focus on:
- Referral marketing as a high impact strategy for driving new customer acquisition.
- Referral marketing reaches audiences SEO and SEM don’t.
- New customers acquired by referral marketing have high retention rates and stronger loyalty.
- Referral marketing is cost effective.
The paper is an easy read and you can download it here.
