by tradesmeninsights | Aug 3, 2020 | Tradesmen Insights
By Matt Sonnhalter, Vision Architect
As we are all challenged with navigating our businesses through the realities of COVID-19, we’ve noticed that a number of the trade media have been nimble in responding to the “New Normal.”
We had the opportunity to speak with several publishers in our B2T (business-to-trades) industry to learn how they were adapting to this new environment. The following is part five of our five-part series. 
CFE Media and Technology has provided engineers in manufacturing, commercial and industrial buildings and manufacturing control systems with the knowledge they need to improve their operational efficiency for the past 10 years. The company’s publishing brands include Consulting-Specifying Engineer, Control Engineering, Plant Engineering and Oil and Gas Engineering.
We spoke with Matt Waddell, vice president of sales at CFE Media and Technology, who oversees the entire sales organization and ensures CFE provides its marketing partners with direct access to targeted engineers, market intelligence and best practices to accomplish their marketing goals.
When the COVID-19 pandemic initially hit, CFE immediately realized that its subscribers were, for the most part, working from home. Reaching multiple engineer marketplaces—plant engineering and manufacturing, control engineering, oil and gas engineering and consulting specifying engineering—its subscribers had an easier transition than many other industry segments.
“They either travel a lot and are used to working remotely, or they’ve been able to transfer computer capabilities and bandwidth to a home office,” said Waddell. “Other engineers within our subscriber base are considered essential workers that are represented by key markets like food and beverage-, pharma- and healthcare-related markets.”
Lend a Helping Hand
“We know that our engineering audience will remember those that have helped them during this difficult time, whether it was creating education or providing a free service,” said Waddell. “And, when companies find a way to help out, they definitely endear themselves to our audience.”
For an example, one of CFE’s partners, Bentley, created its, “We’ve Got Your Back Initiative,” to help its customers meet work-from-home challenges by making its software accessible and waiving its fees until the end of September 2020.
“Sophisticated marketers know that now is a bad time to disappear,” said Waddell. “We’ve talked to a lot of manufacturers that are interested in working with us to create content for the engineers to educate the market during this time.”
To address the changes that have occurred in the marketplace, not only with its subscribers, but also with its advertiser partners, CFE made several changes and created several new digital and virtual communication products.
Soon after the COVID-19 pandemic started, CFE launched a weekly e-newsletter titled, “COVID-19 Engineering Alert.” The e-newsletter was created in four versions, targeted with specific content to CFE’s four engineering markets, consulting specifying, control, plant and oil and gas. The newsletter provides engineers with up-to-date information about how this global pandemic is impacting the engineering community.
“We’ve noticed that our open rates and click-thru rates have been very impressive across all brands,” said Waddell. “Likely, because many engineers have more time working from home.”
No Show, No Problem
As more and more industry trade shows are cancelled or postponed, CFE found additional ways to keep its engineering audience up-to-date and allow its clients the opportunity to showcase their products. CFE brands typically attend the international Hannover Messe, International Manufacturing Technology Show (IMTS), Pack Expo International, and National Fire Protection Association (NFPA). CFE also hosts the Global Manufacturing and Automation Summit (GMA) in connection with IMTS.
CFE created its Virtual Booth Visit as a way for manufacturers to showcase their products to targeted engineering audiences, despite the cancellations of these trade shows and other events. The Virtual Booth Visit is hosted online and is available for engineers to access on demand. It includes a 15-minute product overview presentation, a 5-minute demonstration video for the product and options for the viewers to download spec sheets or contact the product manager directly.
“If you were planning on launching new products or product updates at a show, we’ve got a virtual event platform solution,” said Waddell. “Our partners aren’t going to shows, so they likely have some budget to work with to find alternate methods to get the word out to their audiences without having the big party and the booth expo.”
At certain trade shows, for an example NFPA, the association uses the conference as a platform for fire and safety engineers to review, update and vote on codes and standards to ensure the safety of buildings and fire protection practices. These codes and standards must be followed by the AHJs (authorities having jurisdiction), municipalities and other government agencies for design purposes.
“As we come out of the COVID-19 era, we know there are going to be a lot of dramatic changes,” suggested Waddell. “Not only are the codes and standards going to change, but as a result, there is going to be a demand for creating new products and solutions. It’s actually a great opportunity for both the engineers and manufacturers to be very involved in these updates.”
Regarding live events, CFE holds its annual Marketing to Engineers® educational seminar for its marketing partners. The seminar features industry experts presenting tips for successful integrated marketing campaigns and the latest marketing trends relevant to the engineering community.
“In the past, we’ve always held our Marketing to Engineers event live and in person,” said Waddell. “Unfortunately, this year we had to change it to a virtual live event. Now, more than ever, this event is extremely important because there are limited ways to communicate with engineers.”
CFE marketing partners had the option to access the same great content that they would have experienced in-person and they have the option to view it on-demand on any computer or smart device.
CFE also recently launched CFE Edu to provide continuing education to engineering professionals. Whether enrolled students need a refresher course on a particular topic or need to know the latest issues going on in the engineering industry, CFE Edu offers courses that touch on various topics. CFE’s new Virtual Training Week, which will be held October 5-9, 2020, is an additional way to further educate engineer subscribers and offer CEU and PDH accreditation at the same time.
“We’ve definitely seen an uptick in registrations for all of our products,” said Waddell, “Keep in mind that this is a small amount of data, but we have to assume that with our engineer subscribers stuck at home, they have more time to actually consume information.”
CFE believes that the ability for the engineer to consume highly educational content at their pace is resonating. And, the opportunity to earn professional development hours (PDH) or continuing education units (CEU) is also valuable.
In spite of the unique and difficult situation of COVID-19, CFE continues to roll out new products and look for unique ways to proactively get valuable information out to its engineer subscribers.
“We’re not letting COVID stop us,” declared Waddell. “We remain positive. And, we continue to keep the ideas coming, we keep learning how engineers are consuming content and we keep putting out the best vehicles to proactively help engineers during this time.”
To read more of the series about how the trade media is adjusting to the COVID-19 pandemic and more about the effects of COVID-19 in the B2T industry:
How the Trade Media is Adjusting to the “New Normal” of COVID-19: A Conversation with SGC Horizon
Throughout COVID-19 Coronavirus Pandemic, Professional Tradesmen are Essential as Ever
Even During a Pandemic, Influencers in the Trades Build On: Part One
by tradesmeninsights | Jul 16, 2020 | Events, Press Release, Tradesmen Insights
Donate extra inventory, demo models, tools and building materials that are no longer needed during the month of August to support Habitat for Humanity.
CLEVELAND – July 2020 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, is partnering with Habitat for Humanity again for its Eleventh Annual Sonnhalter Tool Drive. In the past decade, Sonnhalter has raised more than $280,000 worth in donations for the organization.
From Saturday, August 1 to Monday, August 31, organizations, businesses and manufacturers are encouraged to donate extra inventory, demo models, tools and building materials to the Sonnhalter Tool Drive to benefit Habitat for Humanity’s cause and its efforts of eliminating substandard housing.
“When we held our first annual Sonnhalter Tool Drive ten years ago, we never dreamed that we would be entering a second decade of working on this endeavor with such a great partner as the Greater Cleveland Habitat for Humanity!” said Matt Sonnhalter, vision architect at Sonnhalter. “We really count on the generosity of businesses to clean out their extra inventory, overstocked materials and demo models, and donate to this very worthy cause. In our eleventh year, we’re looking forward to exceeding the generous donations of years past.”
Affiliates of Habitat for Humanity individually work with participants to sponsor fundraising activities such as tool drives. The Sonnhalter Tool Drive strives to engage businesses and organizations to look through warehouses for extra inventory and overstocked tools or items, as well as the community to look through their workbenches, storage lockers, basements and garages for duplicated or no-longer-needed tools and items to donate.
Greater Cleveland Habitat for Humanity has completed more than 250 homes since 1987 and today, engages over 3,000 volunteers, who provide more than 93,000 hours of service per year to Cleveland’s most distressed neighborhoods. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s ReStore, a recycled building materials store. Proceeds from ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
To watch the Sonnhalter Annual Tool Drive video: https://youtu.be/I9F2H-qogyU
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, please contact Rosemarie Ascherl 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.
For more information on the Tool Drive, visit: www.Sonnhalter.com/tooldrive.
About Sonnhalter
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. The organization creates hope by building and fully rehabbing homes, strengthening neighborhoods and reweaving communities. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. During the last 32 years, Cleveland Habitat has brought together over 325 sponsor groups and 90,000 volunteers to help more than 275 Habitat homeowners, including more than 900 children, have a safe and decent place to live. Cleveland Habitat has provided working families who earn between 30 and 80 percent of the area median income (AMI) affordable homeownership opportunities in 20 different Cleveland neighborhoods. For more information, visit: www.clevelandhabitat.org.
by Sandy | Jul 3, 2020 | Tradesmen Insights
The Fourth of July is more than fireworks, parades, cookouts and a day off. It’s a day that we recognize our country’s independence.
All of the red, white and blue that comes out for Independence Day brings U.S. manufacturing to mind.
Did you know…
- Each dollar spent in manufacturing contributes $2.74 to the economy?
- The majority of manufacturing companies in the U.S. are small?
- Manufacturing supports 11.74 million U.S. jobs?
- In 2018, the average manufacturing employee made $87,185?
- Taken alone, manufacturing in the U.S. would be the 8th largest world economy?
These stats came from NAM (the National Association of Manufacturers). You can find these and other facts about U.S. manufacturing on their website.
Have a safe and happy Independence Day!
by tradesmeninsights | Jun 26, 2020 | Marketing Tips, Marketing Trends, Tradesmen Insights
Does your company have a presence on YouTube? If not, consider these stats:
- 2 billion monthly active YouTube users
- 30 million daily active YouTube users
- 5 billion videos watched each day
- 500 hours of new videos are uploaded every minute
- 500 billion videos shared to date
We’re a visual society and everyone loves to watch videos. Of B-to-B companies who are using videos, 80% of them reported positive results. From a manufacturing perspective, this should be a no-brainer. The key is to have a strategy and create compelling content. How-to videos, troubleshooting, new product launches are just a few that come to mind.
Some of the biggest challenges many B-to-B firms face are lack of manpower and budgets, followed by creating compelling content. Videos don’t have to be long or be made into a Hollywood production. There are inexpensive cameras (including a recent iPhone) and simple editing software that enable most videos to be created in-house. The key is content. You must provide the viewer something he or she can use. Keep the message clear, to the point and short.
Here’s an example of one of our Marketing Minutes:
http://https://youtu.be/w3fJ8jZTqiA
According to a recent study by Demand Metric, the most important objectives of videos are:
Certainly, these top three objectives fit into your marketing strategy. So, what are you doing about capitalizing videos to enhance your marketing efforts?
If you like this post, you might want to read:
Why Should You Use Short Videos to Attract Professional Tradesmen?
12 Tips for Effective Tradesman Videos
by tradesmeninsights | Jun 19, 2020 | Marketing Trends, Tradesmen Insights
By Matt Sonnhalter, Vision Architect
As we are all challenged with navigating our businesses through the realities of COVID-19, we’ve noticed that a number of the trade media have been nimble in responding to the “New Normal.”
We had the opportunity to speak with several publishers in our B2T (business-to-trades) industry to learn how they were adapting to this new environment. The following is part four of our five-part series.
SGC Horizon is a leading diversified media, content, marketing, data and events company serving the residential and commercial design and construction markets. The company has a collection of leading publication brands, including ProBuilder, Pro Remodeler, Building Design+Construction, Products, ProTradeCraft and Construction Equipment.
We spoke with Jeff Elliott, SGC Horizon Regional Sales Director and Principal.
Since 2018, one of SGC Horizon’s key initiatives is ProCONNECT, a series of events that bring leading building industry professionals together with top building product manufacturers for a day-and-a-half of confidential one-on-one meetings to discuss upcoming projects and explore solutions.
ProCONNECT is not just another trade show. ProCONNECT’s unique, one-on-one format and manageable size of up to 100 attendees and sponsors creates just the right environment for truly effective problem solving, high-level networking, and efficient use of attendees’ valuable time.
“ProCONNECT is kind of like ‘speed dating’ between key target audiences of builders and building product manufacturers,” said Elliott. “Since we launched ProCONNECT, our 12 events have produced more than 5,000 one-on-one meetings.”
Connecting Pros Virtually
“When COVID-19 hit, we were in the midst of holding an in-person ProCONNECT event for the multifamily market,” said Elliott. “It was held right when the pandemic was starting, and only three people canceled. We received positive reactions with productive meetings and great leads.”
Once the country started closing down and live events became impossible, SGC Horizon quickly responded to the new normal. “We knew that allowing people to connect virtually and engage in substantive discussions was going to be a valuable service we could provide,” said Elliott.
The company immediately launched Virtual ProCONNECT. “Keeping the health and safety of our audience members and building products customers in mind, we can keep connecting builders and manufacturers in an effort to establish and grow long-lasting partnerships—all from the comfort and safety of their home offices,” said Elliott.
The virtual ProCONNECT format brings traditional event ideas right to a home office. The event opens with an opportunity for attendees to ‘e-meet’ and continues with one-on-one private Zoom breakout meetings to discuss future projects and partnerships. Manufacturers meet with at least 16 builders over what amounts to a total of eight hours over two half-days.
ProCONNECT Produces Tangible Sales Results
ProCONNECT events have proven to be highly efficient for both attendees and sponsor companies.
“At a time when people are finding it impossible to meet in person, ProCONNECT is giving them an opportunity to keep their businesses moving along, said Elliott. “It’s a really good investment, where you can actually measure the marketing ROI and tie it back to orders. The feedback we are getting has been great.”
For more information on future ProCONNECT events, visit: https://sgchorizonproconnect.com
To read more of the series or more about the effects of COVID-19 in the B2T industry:
How the Trade Media is Adjusting to the “New Normal” of COVID-19: A Conversation with Babcox Media
Throughout COVID-19 Coronavirus Pandemic, Professional Tradesmen are Essential as Ever
Even During a Pandemic, Influencers in the Trades Build On: Part One
by tradesmeninsights | Jun 12, 2020 | Tips, Tradesmen Insights
Each month, Alan Sipe, a contributing editor for Professional Distributor magazine, writes a sales skill article targeted to the independent business people who own and operate the various branded tool trucks you see parked at automotive repair shops everywhere. Although this article is written for the automotive repair industry, the sales skills are applicable to everyone.
Practice feature, advantage, benefit selling … and create some videos.
All the cool stuff you ordered at your recent major jobber show or from your recent promotions is in and your mobile store is filled to the top. Your credit line is stretched to, or even past, its limit. Adding to this situation is the fact that COVID-19 is giving everyone good reason to keep their distance and be conservative with their purchases. Additionally, since most of us are not driving our vehicles very
much, our cars are not breaking down and the rate of collisions has decreased.
If you are still making your calls, each one must be more productive than ever. And if you are working from home, getting those sales is more difficult than ever. So, what’s a mobile jobber to do? The answer is to demonstrate your products better than ever. Remember: a presentation without demonstration is a wasted conversation. As a wagon jobber, you offer the technicians several benefits that other merchants can’t or won’t. Things like on-the-spot sales/service, repair or replacement of broken products, specialty products that are very hard to find elsewhere, a wide variety of products, excellent credit terms, and the knowledge to present the right tool for the job to be done.
What you cannot do is compete on price. Therefore, you must be a better salesperson than any online picture or description, and significantly better than the next mobile jobber coming through the door.
Let’s get to the point. If you want to sell more stuff, make your calls, give great demonstrations and ask for the order. Do that enough times and you will sell something. Do it better and better each time and you will make more sales.
It is very important for you to know the product features, advantages, and benefits before you start your presentation. The feature simply is what it is: “This unit has a USB port.” The advantage is what it does: “This USB port will power and charge your phone, tablet, and other electronics.” The benefit describes how it impacts the user: “This handy feature will help you keep your electronics ready for use at any time and stop those annoying dead battery delays.”
Again, the feature is simply what it is. The advantage is what it does. To you, the benefit may be so logical that you may feel silly mentioning it. Present it anyway! You are not selling to yourself; you are selling a product to your prospect. Don’t assume what they do or do not know. In fact, presume they know nothing and you will be better off. Think of it this way: your demonstration is no different than singing a song or performing in a play. Every time AC/DC performs “Dirty Deeds Done Dirt Cheap,” they sing every word. They leave out nothing, even though their fans know every word. Performing a demo is no different. Leave out nothing. That one little feature or benefit that you omit may be exactly the one that convinces your prospect to buy. (more…)
CFE also recently launched CFE Edu to provide continuing education to engineering professionals. Whether enrolled students need a refresher course on a particular topic or need to know the latest issues going on in the engineering industry, CFE Edu offers courses that touch on various topics. CFE’s new Virtual Training Week, which will be held October 5-9, 2020, is an additional way to further educate engineer subscribers and offer CEU and PDH accreditation at the same time.
