by tradesmeninsights | Sep 21, 2020 | Marketing Trends, Tips, Tradesmen Insights
As a marketing communications firm dedicated to the business-to-tradesmen (B2T) industry, we quickly realized the tremendous impact COVID-19 would have on all facets of our business. We set out to develop resources to help businesses during the pandemic, and also educate ourselves by hearing from all types of industry voices on the effects of the pandemic.
Through extensive research and interviews with a number of key industry stakeholders, we began creating this content at the start of the pandemic and continued throughout the ensuing months to examine the effects and compare them to effects that were initially predicted for the future of the industry.
In our “COVID-19 Tip Sheet,” you’ll discover how manufacturers, media, distributors and influencers adjusted to the challenges of this new normal. The coverage of the topic includes a five-part series with several editors, publishers and key personnel from the trade media industry, a three-part series of interviews with industry influencers, advice for COVID-19 internal and external communications and content and interviews from the distributor’s perspective.
You can sign up to download this comprehensive resource guide full of information regarding COVID-19 and its effects on the niche that Sonnhalter serves, here.
Need help with navigating your marketing strategies through this difficult time? Contact us. And check out our other Tip Sheets here.
by tradesmeninsights | Sep 4, 2020 | Marketing Tips, Marketing Tools, Social Marketing, Tradesmen Insights
We’re all trying to do more with less. When it comes to social media, it’s no different. We should be focused on content and use automated tools to help spread the word on social platforms. Every industry is different but following are some automation tools you should consider and an infographic on the best times to post.
Here’s a list of tools that will help you schedule and post your content at the best time:
- SocialOomph – Provides scheduled social posting services for individuals and teams. Has been around since 2008.
- HootSuite – Allows you to manage up to 50 social media profiles, schedule your content and report your analytics.
- Sendible – Allows you to efficiently craft tailored posts for each social media platform and collaborate with your clients and teams.
- AgoraPulse – An easy-to use-social media management software that allows you to drive engagement and build authentic relationships on one platform.
- Buffer – Helps you manage multiple social media accounts at once and easily schedule content.
- ManageFlitter – Tools that help to optimize your Twitter account and identify your Twitter accounts’ prime time.
- Facebook Insights – Provides information about your Facebook audience and how they are interacting with your page.
- Later – Founded as the first-to-market Instagram scheduler in 2014, Later (formerly Latergramme) has grown from a simple Instagram tool to the number one visual marketing platform for Instagram, Facebook, Twitter and Pinterest.
The following infographic by Zenesys will give you a ballpark of the best and worst times to post on various social media platforms.
by tradesmeninsights | Aug 23, 2020 | Trades, Tradesmen Insights
by Lisa Michaels, guest columnist
The construction industry is slowly embracing digital transformation and using it in its design, project estimation, and safety perspectives.
However, some of the players are still hesitant about the new technological changes, making it hard to develop strategies aimed at streamlining the whole process.
Digital transformation is vital in construction. It helps to simplify complex processes such as resource traceability, communication, on-time project completion, productivity, and employee safety. These are all major hindrances to profitability and customer satisfaction.
Introducing digital solutions is a good move that allows construction experts to face and tackle the challenges faced during project management.
What Digital Transformation Means in Construction
Transforming the construction industry is not just about bringing in the latest technologies and incorporating them into the processes. It means addressing all old challenges using new technology.
This includes assessing the business and project needs, strategizing, and mapping the journey to ensure all future work is based on improved interrelated processes.
Digitization is a fundamental shift in business operations to ensure growth, efficiency, and profitability.
By adopting data-enabled field software and hardware and other vital digital tools, you’ll be able to sustain growth for your firm.
For instance, if you use drones or other UAVs for aerial photography, you’ll expedite the land survey using the best imaging techniques, data analytics, and topographic mapping software for informing the building strategy.
These tools can also help inspect sites for structural issues or safety hazards, helping to secure the sites. When used alongside 3D printing, progress reporting, and automated equipment tracking, these techniques can reduce the time, cost, and effort exerted in the entire construction process.
Common Challenges Related to Digital Transformation in Construction
Many new technologies are available to help construction businesses become more efficient and productive. While you may be enthusiastic and ready to embrace change, you also have to ensure that all stakeholders are on board as well. (more…)
by tradesmeninsights | Aug 14, 2020 | Agency Insights, Uncategorized
by Andrew Poulsen, Content Engineer
It has been more than five months since the Sonnhalter office transitioned to an indefinite work-from-home (WFH) policy amidst the COVID-19 pandemic. And like thousands of companies and millions of employees all over the world, we have both struggled and thrived as we learn to live with this massive paradigm shift. While our stories may not be unique, we thought it would be a fun exercise to have a team roundtable and let everyone reflect and share the ways they’ve adjusted to life in quarantine and learned to thrive as best as they can in the “New Normal.”
When Sonnhalter initially started working from home, what were some of the initial adjustments you had to make to your daily routine in order to be productive?
Rosemarie Ascherl-Lenhard, PR Foreman: I was fairly used to WFH from my time independent contracting for a few years. So, although I stopped getting up quite as early as I used to (5:45 a.m.), I still got up early every morning and took a shower and got out of my PJs. I tried to step away from my computer at lunch time and take a walk after lunch to break and refresh myself. It is proven that taking a walk can reduce stress, and studies have shown that going for walks can not only improve your ability to focus, but it can actually boost our creative problem-solving skills!
Matt Sonnhalter, Vision Architect, Sonnhalter: I had to get used to both my wife and I working in a two-bedroom apartment, which was not designed for having two people work remotely! Other adjustments include keeping in daily contact with my fellow employees (when I was in the office it was easy to just walk around the office and say “hi” and catch up with employees) and trying to figure out good natural and/or virtual backgrounds for video calls.
What have been some of the upsides of your experience working from home?
Andrew Poulsen: I had about a two-foot stack of books I was finally able to get around to finishing. I want to come out of this experience with some positives, so I’ve tried to fill the hours I used to spend going out, watching sports and shopping with educating myself. Also, my girlfriend and I had discussed converting our spare bedroom into an office for months, so quarantine forced me to stop being lazy and finally put the desk and shelves together to make it happen.
Sandy Bucher, Media Engineer: No commute! I never really worked on a laptop before, so I now have experience doing that. I am able to take the laptop out onto my back deck and work outside if I want. I can concentrate better with fewer distractions and noise. I’m able to spend more time with my dog, Charlie. I can do household chores throughout the day. I’m able to retrieve packages right away, so they’re not sitting outside.
Robin Heike, Production Engineer: Being able to login in as early as 6:30a.m. to start the day since I am up early. Not having to drive into work.
What have been some of the downsides of your experience working from home?
Angela Ruland, Design Engineer: Not being able to have in-person meetings with clients and coworkers. Emailing back and forth for everything can get old.
Matt Sonnhalter: Sometimes, the days start to feel like the movie “Groundhog Day”… (more…)
by tradesmeninsights | Aug 7, 2020 | Marketing Trends, Tradesmen Insights
By Matt Sonnhalter, Vision Architect
As all aspects of the B2T (business-to-trades) industry are challenged with navigating their businesses through the realities of COVID-19, we had the opportunity to gain some insights on this “New Normal” as it relates to the distributor sector of our industry. We gained insights by speaking to a couple of industry experts and learned how they saw the distributor sector adapting to this new environment.
Open for Business
When the pandemic first occurred, several major industrial distributors outlined COVID-19 safety precautions that they soon enacted in their facilities, including closing branches to the public except for curbside pickup, temperature screenings for all employees upon entry, staggered shifts and frequent deep cleanings. Smaller, local distributors followed suit, issuing statements on their protocols and not wanting their customers to wonder if they were still open. 
“The distributors that we work with were open, but the vast majority of them locked their doors,” said Beck Oberholtzer, regional and marketing manager, at CSV Marketing, Inc., a manufacturers’ representative agency offering a diverse array of high-quality, industrial products. “If the distributor had a showroom, there was no walk-in business and they were doing touchless delivery.”
“Most of the smaller distributors were not able to send their employees home,” added Oberholtzer. “They still had employees working the phones and pulling orders, which were delivered or set outside. Some of these smaller, older-style businesses’ systems just aren’t set up to operate through the cloud. They have servers onsite and need people in the building to conduct business.”
According to Natalie Forster, editor of Supply House Times, a BNP Media brand reaching wholesalers, distributors and manufacturers’ representatives of plumbing, bath and kitchen, industrial PVF, radiant and hydronics, and HVAC products, as well as the official publication of the American Supply Association, “The biggest impact I’m seeing from the pandemic is that distributors are planning on keeping the switch to digital. Suppliers are realizing that they can be even more efficient with text-in orders and people working from home. This pandemic is going to be with us for a long time and the need for cleanliness is not going to go away. Many of the distributors, suppliers and showrooms plan to keep these changes in place.”
Forster reported that the majority of distributors had not allowed contractors to come inside when the pandemic initially hit, although it varied from state to state. Customer service, accounting and HR departments have been able to work remotely in order to keep the minimal amount of people in the showrooms and warehouses, and they have opted for drive-up, contactless service. As various states began reopening phases, suppliers implemented the typical precautions that you see elsewhere–face masks, lines on the floor and increased cleanliness.
At the beginning of the pandemic, contractors in some states, knowing that they were going to be deemed essential and that construction wouldn’t stop, came into the distributorships to obtain the supplies they needed for the remainder of their projects.
Supply Chain Challenges
Some suppliers had the foresight to predict that the pandemic would impact the U.S. in the way that it did, and proactively made mass orders to have surplus of inventory at hand. Other distributors didn’t have trouble getting inventory, other than the obvious PPE equipment, which was frozen by government mandates. However, others experienced minor troubles.
“The one trend that we heard, was that suppliers that get the majority of product from overseas, ran into the most problems,” said Oberholtzer. “Manufacturers that are manufacturing overseas experienced a significant slowdown.”
In recent years, especially since the “Great Recession” of ‘08, distributors have tended to be very lean on inventory levels, for the most part stocking only what they must and keeping levels low.
“It will be interesting to see how distributors will react long term,” said Bill Via, president of CSV Marketing. “Margins have been forced down with online business. Why would a supplier want to hang onto inventory any longer than they must? We see distributors looking to suppliers that are really good at JIT (just-in-time).”
Staying in Touch … Virtually
As states are opening up, many distributors continue to be cautious.
“Some distributors are letting customers in, but they are not allowing salespeople in,” said Oberholtzer. “While others are not letting customers in but will meet with contractors on location. It varies, but salespeople ‘dropping in’ is not an option anywhere right now.”
According to recent survey stats from an HVAC buying group, when it inquired of its members whether distributor locations were seeing outside salespeople, it found that 37 percent were not allowing any in-person sales meetings, 46 percent were scheduling appointments for emergencies only, and only 16 percent were accepting in-person sales calls.
Manufacturers reps, whose entire job is interacting and building relationships with distributors and suppliers, are finding that during these unprecedented times, they must be especially creative at cultivating those relationships. The bottom line is more communication. More frequent video calls. More emails. More texts.
“Everyone is doing Zoom virtual meetings,” said Forster. “It’s so important to stay top of mind. Whereas, if you did an in-person meeting, maybe you went to a sports event and had a great time; that lingers for a while. Now, it’s important to be more proactive. And, I think the greatest challenge going forward is going to be figuring out how to maintain relationships with customers while sports events and gatherings aren’t happening.”
Due to social distancing policies, manufacturers that traditionally held distributor “Lunch & Learns,” to conduct product demos and education, are also turning to other avenues.
“We’ve also seen distributors embracing the opportunity for online training,” said Forster. “Training is more important than ever before—and it can be done virtually.”
Ramping Up E-Commerce
In response to the pandemic, many distributors are attempting to accelerate their efforts to revamp their e-commerce platforms. Smaller distributors that tend to be more “old school” generally haven’t implemented sophisticated e-commerce systems, if they have e-commerce at all.
“Larger distributors that had solid e-commerce platforms actually did very well so far during the pandemic, some even showed growth,” said Via. “Smaller, mom and pop distributors, who might not even have online purchasing capabilities, weren’t prepared to keep the business running off site. Those businesses have reported sales down anywhere from 30 to 80 percent, and I think they are realizing that they’ve got to proactively get e-commerce in place, or they may not survive the next pandemic.”
“I think some distributors are capitalizing on this time to ramp up (or launch) their e-commerce platforms to get them to where they need to be sales-wise,” agreed Forster.
New Opportunities
While some distributors are really grateful that they were located in less populated areas that were less affected by COVID shut downs, other distributors are predicting that the industry will see an increase in acquisitions, which it has already seen for years. Some of these acquisitions will be made strictly for their customer base or for their skilled employees.
“There is a real possibility that there will be some casualties because of the pandemic,” said Via. “We are also seeing distributors that have approached manufacturers for credit relief.”
“In addition, we’re seeing manufacturers that are offering extended dating and special shipping deals like prepaid freight to ease the stress for suppliers,” added Oberholtzer.
New Respect for the Trades
One interesting takeaway from the pandemic that several distributors noticed is that people seemed to have gained additional respect for essential workers and the trades, that perhaps was lacking.
“We’ve had a couple of distributors submit thank you letters acknowledging plumbers and other essential workers in the trades and requesting it to be published,” said Forster. “Now, people might be thinking, ‘It’s not a bad idea to be in an essential field.’ Maybe, if we activate this in the correct way, we can turn this into a positive and help address the skilled labor shortage.”
Made in the USA 
Another silver lining in the pandemic is the move towards, “Made in the U.S.”
“We think there is going to be a real serious push towards domestically made products as we move forward,” said Via. “Imported products are going to have to be the only option, or suppliers are going to have a battle on their hands. There is a very anti-Asia sentiment in the market right now.”
“Initially, the reason why manufacturers went to China was cost,” added Oberholtzer. “When you change the equation with the risks involved with another disruption, as well as customers pushing back for domestic products, it makes sense to re-examine imported products. Over the next five to 15 years, expect to see a lot more manufacturing in America when it is possible.”
It’s great to see people coming together, not just in this industry, but across all industries,” said Forster. “We’re all going through this together. We are finding more efficient ways to do things, and everyone is trying to be as productive as possible. We are going to come out of this!”
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 | 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
