by tradespeopleinsights | Apr 1, 2014 | Marketing Tips, Traditional Marketing
Sometimes we’re so focused on the digital and social options out there that we forget about what we used to use before these new ones were available. Direct mail is and has been a tried and true method of generating leads and business from contractors.
Yes, I know direct mail is expensive compared to email and e-blast types of tactics. I’m not saying to do mass mailings, but rather targeted ones. Think about what I call the noise on the electronic side of things. How many emails do you get a day? The answer is plenty, and if you’re anything like me, you delete far more than you open.
Here’s something to try. On your next new product introduction, send out the same amount of direct mails as you would an e-blast to the same list criteria. Send them both to a landing page so you can track results. I think you may be surprised that the old fashioned direct mail campaign will outperform the electronic one.
Here are three tips on delivering a successful direct mail program:
- Target Audience – Quantity isn’t important; quality of a list is. Ideally you start with an internal list of prospects. If you’re going to purchase a list, make sure it’s from a reliable source. I usually prefer to get one from a trade publication that serves the industry I’m targeting. They usually have several select options that will help you define and refine who you are looking for.
- Targeted Message – Keep the mailer focused on one subject and don’t try to squeeze 10 pounds into a 5-pound bag. Mailers don’t always have to be about selling something, but they always have to achieve something. Put yourself in your potential customer’s shoe and come up with messaging that will help him, not you. Are you addressing a possible concern and giving them an alternative solution?
- Targeted Offer – Define your call-to-action based on the message. This could be a link to a technical piece on how to do something or an offer for a demo or sample of a product. The objective is to stop and engage the potential, and if the message is on target, get them to do something.
If your message is on target to the right audience, you will get measurable results.
by tradespeopleinsights | Mar 27, 2014 | Uncategorized
By Sandy Bucher, Media Engineer, Sonnhalter
The World Wide Web turned 25 years old on March 12. Do you remember life before that, when you wanted to get the latest news and information, magazines and newspapers were only available in a print version?
How times have changed, and the options to get information are numerous now. These days, if you have time to read the latest issue of your favorite trade magazine, but don’t have the printed version readily accessible, you can read the digital version on your smartphone, tablet or computer. When you subscribe to your favorite trade magazine, most of them offer a digital edition, so if you prefer to get your news and information digitally, you can. And in some instances, trade publications also offer an app that feeds information from those publication’s issues and websites for your reading pleasure.
Click here for a link from Trade Press publications that allows you to download an app for either their Building Operating Management or Facility Maintenance Decisions publications. If you’re in the facility maintenance field, check it out. And keep your eyes open for other trade publications that offer an app as well.
by tradespeopleinsights | Mar 26, 2014 | Marketing Trends, Social Marketing, 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.
HVACRBusiness recently released a new research study, “HVACR Contractors: Trends in the Adoption of Products/Systems & Management Approaches,” (download 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.
Here are some highlights.
They define a “High Yield” contractor as being more active in managing their business, have substantial revenues and are 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 business like 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 are:
- Making manufacturers more accountable for their products/systems.
- Offer more support.
- Make more objective decisions about products/systems/brands.
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.
by tradespeopleinsights | Mar 25, 2014 | Marketing Tips, Social Marketing
If you’re active on Twitter, you probably have received a “thanks for the RT.” Saying “thank you” helps build brand loyalty and brings a conversational aspect to your tweets. We all struggle on what’s the correct etiquette for thanking someone on Twitter. Do you always have to say thanks? Are there other ways to show your gratitude?
Angie Schottmuller from Interactive Artisan did a guest post on Jay Baer’s Convince and Convert that was right on target with helpful do’s and don’ts regarding etiquette. Here are some highlights:
DO’s
- Follow the user – Review their profile and if they are a good fit, follow them.
- Reciprocate – Scan their tweets and see if one is applicable for you to RT.
- Retweet a Retweet – This is a good way to recognize the user and put quality content back into the stream.
- Conversational Mention – Reply with a conversational response about the post to get a discussion going.
DON’Ts
- Don’t put numerous RT’s back-to-back.
- Avoid peak content hours.
- Don’t put out a generic thanks. Always include a hashtag.
If you like this post, you might like:
7 Tips to Use Twitter to Generate Traffic and Leads.
by tradespeopleinsights | Mar 19, 2014 | Marketing Tips, Marketing Tools, Marketing Trends
HVACRBusiness released a research study, “HVACR Contractors: Trends in the Adoption of Products/Systems & Management Approaches,” 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.
Listen to the podcast here.
You can sign up to get a copy of the study here.
by tradespeopleinsights | Mar 18, 2014 | Events/Trade Shows
Photo courtesy of Brennan Industries – www.brennaninc.com
I recently returned from the 2014 Con/Agg Show in Vegas #CONEXPOCONAGG. As some people call it, the Disneyland for contractors. All exhibit hall, parking lots and staging lots were filled to the brim with equipment. Contractors were like kids in a candy store.
I’ve been going to that show for several years and it’s good to see that they are getting back to pre-2008 levels. In talking with exhibitors, distributors and contractors, they all seemed upbeat on what the future holds. Let’s hope their optimism is well founded.
Sometimes we’re so focused on the digital and social options out there that we forget about what we used to use before these new ones were available. Direct mail is and has been a tried and true method of generating leads and business from contractors.
