by tradespeopleinsights | May 2, 2013 | Marketing Tools, Public Relations
Here is a post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing the value of PR. Small PR programs can yield big results.
The Value of PR
Don’t have the budget for an elaborate, integrated, multi-faceted public relations program? For smaller companies with more limited marketing communications budgets, a PR program that involves a minimal investment and enlists the basic PR tools can generate a huge return.
Measuring PR is a controversial topic, and the industry as a whole agrees that it is difficult, if not impossible, to accurately measure. Traditional metrics of volume and outputs, like ad equivalency and impressions, can provide a snapshot of the PR program’s effectiveness. Assuming the sentiment of the PR results is positive and the delivery is appropriate, right now these metrics are a useful indication of PR’s success. One could actually argue that completely earned space with credibility should actually be worth MORE than comparable ad space.
Of course, it is important to remember the media outlet’s relevance in reaching a company’s audience. While it can certainly be an “ego booster” to receive coverage in USA Today, many of our business-to-business [or as we like to call them, B2T, business-to-tradesmen] clients would be better suited to receive coverage in a targeted trade journal with a circulation of 3,000.
As an example, at Sonnhalter we have a smaller, long-standing industrial-focused client with a small PR budget. This client places a priority on PR initiatives over other marketing communication initiatives. In the past year, a basic press release program combined with a modest media relations effort garnered quite a bit of media coverage [if using the traditional metrics, it generated 1,000 percent of its PR investment], which increased brand and company visibility.
Recently this client acquired another company, and it turned to Sonnhalter for assistance in announcing this news to the industry. As its business continues to grow, so does its PR program. Proof that an effective PR program doesn’t always need a large investment.
by tradespeopleinsights | May 1, 2013 | Marketing Trends, Traditional Marketing
Sometimes as marketers we tend to gravitate to the newest or hottest thing out there to give it a try. What I might suggest we all do is go back to some basics like email marketing. This is a proven method of communicating with both existing and potential customers.
Lauren Fisher from eMarketer recently did some benchmarking on email marketing which included key data, trends and metrics. Here are some highlights:
- Emails are increasingly accessed by mobile devices.
- Personalization using triggered emails are increasing.
- Daily email use is higher among mobile phone users.
- There are over 546 million mobile email users in 2012. That number will triple by 2016.
- USA mobile users are estimated at nearly 116 million users.
- Nearly 33% of all emails are opened on a mobile device.
- Internet users still trust email messaging.
- Less that 22% of marketers are optimizing their emails for mobile devices.
by tradespeopleinsights | Apr 30, 2013 | Marketing Trends
Sonnhalter is deeply involved with the professional tradesman. We recently updated our overview of the Industrial/MRO market. The purpose of the document is to give the reader a quick snapshot of the industry and its players for 2013.
Highlights include association and buying group contacts, distribution, training firms/certification organizations, online resources, trade shows/meetings and media publications.
A free copy for viewing/download is available by signing up here.
by tradespeopleinsights | Apr 25, 2013 | Uncategorized
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. Today, Sonnhalter’s PR Engineer Rachel Kerstetter will be sharing with you about plumbing.
Often plumbers don’t receive the credit and fame that they deserve unless they’re Mario and Luigi and trying to save a princess. The Super Mario Brothers are the most famous plumbers, and they live in a Nintendo game.
The reality is that without plumbers, our world would be far from sanitary or pleasant. As part of our team’s commitment to getting our hands dirty in our clients’ work, we’ve had the opportunity to see plumbers at work, we’ve used their tools and we’ve heard their stories; we know that they deserve to be honored today.
Plumbers do much more than unclog drains and fix leaky faucets – it’s plumbers who install the miles of piping that make hot, cold and process water and gas utilities possible. Using a little research combined with our knowledge of the profession, we’ve put together a list of things you may not know about plumbing:
- The word “plumber” goes back to the Roman Empire and the Latin word “plumbum” for lead.
- It’s because of a plumber that the Chicago River is dyed green every St. Patrick’s Day. The river was first turned green in 1962 using plumbing dye for detecting leaks. (more of that story here)
- The ancient Egyptians had plumbing systems. Archeologists have found lavatories inside tombs as well. (more on that here)
- Since 1963, more than 28 billion feet, or about 5.3 million miles, of copper tubing has been installed in U.S. buildings.
- In 2004, there were more than 91,000 miles of water distribution piping in the U.S. 78% of that pipe is made of PVC.
- In 2011, there were approximately 555,900 plumbers and pipefitters working in the U.S. (via the 2011 Encyclopedia of Careers and Vocational Guidance)
- Plumbers install and repair pipes for water, but also for: steam, air and a variety of liquids and gases.
- Toilets have saved more lives than any other invention.
- Thomas Crapper did not actually invent the toilet. Sir John Harrington actually invented the first flush toilet. (more on that here)
- Thomas Crapper owned his own plumbing shop in London by the time he was 25 and was awarded nine patents for plumbing innovations during his lifetime, three of them consisting of improvements to the flushing toilet.
- Plumbers installed 2,500 toilets and 2,500 sinks in the Empire State Building. The building also has 70 miles of pipe (more on that here).
Today 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.
by tradespeopleinsights | Apr 23, 2013 | Marketing Tips, Marketing Tools
The following is a guest post from Kimberley Laws, a freelance writer and small business owner. She knows firsthand how tough it is to survive in the business world and hopes to use her writing to empower fellow entrepreneurs.
This may be tough to hear, but not everyone is going to love—or even like—your business and the products it offers. In fact, some may come away from your company hurling expletives like Yosemite Sam on crack. And, thanks to social media, these unhappy customers can now share their negative thoughts with a massive on-line audience.
But don’t panic. There is no need to wave the white flag or pull up stakes just yet. With a little know-how and a touch of finesse, you can turn these negative reviews into positives—and win over a new batch of clientele.
There is no need to surrender to bad reviews. You can reclaim your shiny on-line image.
Here is some negative review advice that can help restore your on-line reputation.
Get Acquainted With Social Media.
Many business owners are unfamiliar with the social media tools that are being used against them. How can you respond to a negative tweet on Twitter if you don’t know how to use it? You can’t. That’s why it is important to become adept at using social media platforms. You also need to become knowledgeable about the most popular review sites like Yelp and Angie’s list.
Mastering these internet tools will enable you to respond to unhappy customers and keep on top of future negative reviews.
To tackle negative on-line reviews successfully, you must embrace technology.
Image courtesy of http://www.freedigitalphotos.net/images/Computing_g368-Man_With_Computer_p34425.html.
Don’t Hit the Snooze Button.
You need to respond to negative comments quickly. Ignoring them will make you look like you don’t care, which serves to validate the original complaint. Delaying your response will allow others the chance to pile on further negative reviews—turning the proverbial molehill into Mount Vesuvius.
Don’t Be a “Right Fighter.”
This is not the time to make excuses or argue with an unsatisfied customer. It doesn’t matter who was right or who was wrong. As the owner of the business at fault, you must take full responsibility for what has transpired and apologize. A sincere “I’m sorry” will go a long way to mending the relationship. Plus, it will make you look like a caring professional in the eyes of those watching the exchange.
Who cares who is “right?” All that matters is that you get the complaint resolved.
Image courtesy of http://www.sxc.hu/photo/1095399.
Encourage the Happy People.
Customers seem to be much more motivated to share bad experiences rather than good ones on-line. Let’s face it—humans love to gripe. But it is important that you encourage your happy customers to share their joy as well.
Ask long-time clients to post a positive review. A barrage of positive feedback will make the negatives appear less important to potential clientele.
But never falsify a review. If you have to fabricate positive customer experiences, you have a bigger problem than a simple negative on-line review.
Encourage happy clientele to give you “two thumbs up” on-line.
Image courtesy of http://www.freedigitalphotos.net/images/Learning_g376-Students_Showing_Thumb_Up_p96826.html.
The best defense against a negative on-line review is, of course, to provide the best customer service possible in the first place. But even the most top-notch service provider can’t please everyone all the time. This is why it is so important that every business owner become well versed in the techniques for handling a bad internet review.
