By Rachel Kerstetter, Public Relations Architect, Sonnhalter
If your content marketing program includes a blog, you’ve felt the pressure to produce a lot of content. Blogs are hungry little monsters that need a steady stream of new information to be effective.
But never fear! It is possible to feed the content beast and not lose a finger in the process.
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
I’ve talked a lot about customer service and how important it is to resolve issues. But we’ve also addressed the issue that customer service is everyone’s responsibility, from sales through tech support. Customer service is really all about your customers’ total experience.
This is true in our relationships with distributors as well as contractors. Manufacturers need to be careful, especially when business is on the uptick and attention to detail may come in second to short-term sales increase.
Don’t take your distributor and tradesman for granted. There’s always someone out there that can identify the contractor’s needs and deliver and it won’t necessarily be based on price or delivery but the total customer experience. (more…)
By Chris Ilcin, Account Superintendent, Sonnhalter
For their January/February issue, Industrial Supply Magazine asked Spencer Maheu, Director at Osborn Industries what advice he had for industrial distributors in the New Year. His answer? Streamline your product selection to reward end users, your organization and your bottom line. Here’s the article:
By Chris Ilcin, Account Superintendent, Sonnhalter
We’re in the thick of trade show season, and that brings up the age-old argument: Are they worth exhibiting at?
The ROI of a trade show can be the trickiest equation to manage. Very few feature direct sales, and how do you prove that a sale six months from now had anything to do with a 10′ by 20′ booth?
The short answer? You can’t. But that doesn’t mean you shouldn’t exhibit, just that you should make the most of your customer’s experience.
I just finished reading a great article from Greg Zehe, from GES. It’s his review of a couple of standout booths at this year’s CES and how they succeeded through “hands-on marketing.” And it reminded me of some of the other key strategies to ensure your booth is a standout: (more…)
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Recently the sale of Craftsman Tools went through to a conglomerate, Stanley Black and Decker, for two billion dollars and I asked myself: Does the smaller manufacturer have a fighting chance against them? In the case of reaching the professional tradesman, indeed they do, and here’s why… (more…)
By Chris Ilcin, Account Superintendent, Sonnhalter
Another Super Bowl, er, I mean Big Game is in the books, and like last year, we want to take a look at the ads through the lens of B2T. Are there any lessons? Probably, let’s go to the tape!
You Can Protect Your Brand Too Much
The NFL is notorious for protecting the brand name “Super Bowl.” In fact, I should probably trademark that last sentence, add a disclaimer about how it’s the property of the NFL and let you know that any rebroadcast without the express written consent of the NFL will have lawyers flying at you like DB’s at the QB.