by tradespeopleinsights | Apr 24, 2014 | Events/Trade Shows
By Rachel Kerstetter, PR Engineer, Sonnhalter
April 25th is set aside each year to honor plumbers. At Sonnhalter, we have a great appreciation for plumbers and the work that they do.
We salute the ones who keep everything flowing, and not overflowing. We’re thankful for the dedicated plumbers who answer the call and don’t recount the tales of what they’ve pulled out of pipes. In honor of National Plumber’s Day tomorrow, we thought you’d enjoy checking out some plumbing history, compiled by Roto-Rooter.
by tradespeopleinsights | Apr 23, 2014 | Events/Trade Shows
Following is a guest post about Construction Safety Day from James White from Maxwell Systems.
We all know that safety comes first, but sometimes that isn’t enough. In construction, safety should come first, second and third. That is what the 7th annual Construction Safety Day is all about. One of the most important aspects of the construction industry is understanding the dangers involved and knowing how to remain cautious and safe at all times. During Construction Safety Day, that understanding and knowledge will be at the forefront of every activity and discussion. If we want to make the construction industry safer, the insight that can be gained during Construction Safety Day is a great place to start.
Who, What, When, Where and Why
On April 23, this year’s Construction Safety Day is taking place at the Washington State Fair Events Center in Puyallup. With the priority of keeping everyone in the construction industry safe, this conference will include exhibits, equipment displays and demonstrations among other activities. Just like last year, Construction Safety Day is being put on by Washington’s Governor’s Industrial Safety and Health Advisory Board. And in the name of making the entire industry safer, many construction companies are sponsoring the event, such as the following:
- Korsmo Construction
- Hoffman Construction Company
- Teknon
- Lakeside Industries, and more
What to Expect
With construction picking up again, learning how to prevent injuries is becoming more and more important. That is why we can expect this year’s Construction Safety Day to be an extension of last year’s event. The 2014 Construction Safety Day will introduce and explain the newest injury-prevention techniques, as well as demonstrate the safest ways to utilize new equipment and vehicles. Attendees will also learn proper leadership and communication behaviors to further protect everyone involved within the construction industry. This year’s Construction Safety Day is also likely to include a catered lunch and prize drawings.
Safety in the Construction Industry
The first step in making the construction industry safer is to understand what the biggest threats to everyone’s health are. That is why Viewpoint wants to remind people within the construction industry of the dangers of the job. For instance, the Safety in the Construction Industry graphic breaks down the “fatal four” reasons for deaths within the industry by showing falls were the sole reason for 36 percent of all construction deaths in 2012. Understanding that danger and knowing the risks can encourage people to both be cautious and create new ways to prevent falling.
Another key point of the Safety in the Construction Industry graphic is that nearly 20 percent of all work-related deaths came from the construction industry. Making that shocking number more well-known is the best way to get more people involved in taking action to lower it. The graphic also breaks down the most dangerous types of construction. Gaining the knowledge that 48 percent of construction industry deaths occurred within specialty trade between 2003 and 2012 is the most by far can help people understand where we need to attack safety ignorance in order to prevent deaths. While becoming more educated on the dangers of the construction industry will not automatically make it safer, it is a great first step that has the potential to spur action and raise necessary awareness.
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by tradespeopleinsights | Apr 22, 2014 | Marketing Tips, Marketing Trends, Traditional Marketing
I recently read an article in eMarketer.com that dealt with sales stats in 2013, and that almost 40% of the sales forces weren’t making their numbers and it floored me. I sure wouldn’t want to be running a company based on sales of XXX and then the sales force under-delivers by that large of a difference-Yikes!
2013 wasn’t a bad year for the economy (we’ve seen a lot worse), and I can’t help but wonder what their issues were in closing the sale. One of the biggest reasons given was the sale ended in a “no decision.” What does that mean?
Here’s an interesting graphic:
It sounds to me like either the leads weren’t qualified correctly or the salesman didn’t do his homework in determining where the prospect was in the sales funnel. It also sounds like there were multiple decision makers in the process and possibly they all were not included in the sales pitch. A few other things bother me as well:
- What I can’t understand in this report is that 31% were unable to effectively communicate value to a prospect – yes, you heard me right.
- 26% had content that wasn’t aligned with the buyer
- 20% didn’t have the necessary content or resources for selling
This sounds like a great opportunity for marketing to step in and help fill the content voids they are talking about. It also begs the question of whether these results were from a traditional selling model versus that of one using social media as part of the mix.
If you had good content that was searchable on the internet, chances are the right people will find that info long before they identify themselves to you as a prospect and get a lot of their basic homework done first. You’d be able to show your expertise in a market segment so they think of you as an industry expert, which will help set you apart (value of your brand) when they finally decide to contact you. Marketing can help answer those questions ahead of time if we know the different stages of the selling cycle and what’s important to address at each level.
Am I missing the boat here or do you agree?
by tradespeopleinsights | Apr 17, 2014 | Marketing Tips, Public Relations
Today we have a blog post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing tips for successful media interviews.
Do you ever pick up an industry trade journal and wonder why your company’s perspective hasn’t been included? Editors often rely on “round-up” articles, which entail interviewing several manufacturers’ spokespeople to develop an industry trend story. The trick to getting your company included in these stories is to portray your company as a thought leader.
Proactively developing and leveraging relationships with the media to make sure your company is included in round-up articles is fairly easy to do. Your marketing communications firm has these relationships and can facilitate the media interviews with your company spokesperson.
Once an interview is scheduled, what do you need to do?
- If you don’t know the editor, familiarize yourself with the editor by reviewing past issues of the publication and checking out the editor’s LinkedIn profile.
- Make sure your calendar is blocked for the interview and you are in a quiet office where you will not be interrupted. Most interviews are conducted in a simple 15- to 30-minute phone conversation. Editors are always working against deadlines, so cancelling or postponing an interview could mean you’re not included in the article – or worse, your competitor gets included instead!
- Request questions prior to the interview. Editors sometimes provide you with questions to guide the conversation. Make sure you review the questions before the interview and give them some thought. It doesn’t hurt to talk them through with a colleague that may have additional input.
- Sometimes the conversation will veer from the questions, but know what you want to tell the editor. The editor should be able to walk away with three to four main points regarding the subject.
- Follow up, or have your public relations representative follow up, with appropriate press materials or graphics that you reference in your conversation.
- Do not tell the media anything you don’t want to see in print. Be honest. If the editor asks you a question you aren’t prepared to answer, tell him or her you’ll get back to them with an answer [and then be sure to follow up].
- Do not expect to see the article before it is published. Some editors will provide you with a chance to review your comments; however, this is merely a courtesy and should not be presumed. If given the opportunity to review the article, stick to checking the facts you provided and don’t attempt to alter the editor’s writing style.
- Thank the editor for the coverage. And of course, offer your assistance and time for future articles that the editor might need help with.
Once the editor knows you’re a well-prepared, reliable source, they will be inclined to request your opinions for future articles—resulting in more valuable editorial content for your company!
by tradespeopleinsights | Apr 16, 2014 | Marketing Tips, Social Marketing
I’m amazed by the stats that more than half of those on social media don’t have a plan to respond to negative social media posts. Social media isn’t new, isn’t going away, and if you’ve followed or read anything about this space, you know there have been numerous posts about the subject.
The February 2014 research from Social Media Marketing University substantiates the notion that people still aren’t taking this seriously.
Negative issues need to be addressed and what better way to hear about issues than on social platforms. Don’t you want to know what customers are saying about you? You’d better be monitoring them and jump in with a plan to respond. There are several monitoring options out there will help you. Here are some free ones – Social mention, Google alerts, Hootsuite and Tweetdeck.
I recently had an experience with a major faucet manufacturer about a replacement. We had to get a new tub at home and my wife wanted to update the faucets, which we did. The manufacturer sent the wrong spout and it took our plumber almost 2 months to get the replacement for it. They weren’t good at customer service, just making excuses. I made mention (by brand name) on a tweet what my frustration was, and true to form, heard nothing back.
In the short run, ignoring me may not be a big deal to them since I had already purchased the tub set, but in the long run, my wife is planning to replace all the faucets in our 3 bathrooms. Guess who isn’t going to be considered for that purchase?
In a world where we have alternative plans for everything, don’t overlook social responses to negative posts. It’s better to address them straight on or they will fester and come back to bite you when you least expect it. Have a plan in place.
by tradespeopleinsights | Apr 15, 2014 | Marketing Tips, Public Relations, Social Marketing, Traditional Marketing
When you’re planning your next new product launch beyond your traditional media lists that you send to, are you utilizing the Influencers in the market you’re going after?
Most times you don’t think about those bloggers out there that have big followings in the markets that you’re trying to reach.
An Influencer is someone who is able to mobilize options and create reactions when talking about a specific market or topic. They are the kinds of folks you want talking about you and your products. For example, if your target is mechanical contractors, you should be talking with John Mesenbrink from mechanical-hub. His blog is known throughout the industry and he’s a respected source of information.
Beyond getting them samples to try, they are looking for material you can provide so they can produce their own content. If possible, some exclusive little tidbits are always helpful. They can spread the word to a large number of your target audience in a short period of time…that’s the good news. The potential bad news is you can’t send them a press release and expect them to run it as is. Influencers make and have opinions, and we always run the risk that they may not be as kind as you would in evaluating the product. They will always be fair, but to some marketers, that’s a relative term.
Long-term strategy would be to identify and start-up a conversation long before you launch that new product. Get to know them and they you. Again, it’s about relationships.
