by tradespeopleinsights | Jul 13, 2016 | Marketing Tools, Marketing Trends, Traditional Marketing
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
I recently read an article by Mark Buckshon from Construction Marketing Ideas where he was talking about how contractors need to identify what makes them different from all the rest. It got me to thinking about farther up the food chain (manufacturers) and how they all have a hard time differentiating themselves. How many times have you heard the following:
- Best in Class
- Industry Expert
- Leading Source
- Industry Leader
- World Class
- Award Winning
- One-of-a-Kind
- Innovative
The point is, what do these really say about your company that sets it apart from the competition? Phrases like these are marketing hype and nothing more. You need to look hard at those things that really truly set you apart from the competition. Manufacturers typically look at products as the points of difference and in some cases, that might enough. But no manufacturer can say that across their entire product line.
Maybe you should be looking at other points of differentiation such as tech/field support, customer service or distribution policies. For example, in the plumbing fixture category, there are tons of competitors. Yes, some like Kohler and Grohe go after the high-end, but what about the regular guy who needs a new faucet or shower head? If you were a contractor, who would you recommend?
Here’s a good example. Gerber Plumbing fixtures are sold only through plumbing wholesalers and plumbing contractors. Now if you’re a contractor, that would make a difference. They offer similar styles and finishes as their competitors, but they don’t have the hassle of a customer going to Home Depot and telling them they can buy that same fixture for $50 less than what you’re quoting. That’s a competitive advantage. Gerber has the contractors’ backs because that’s their target market.
Here are 3 questions you need to answer regarding your positioning:
- Is it True?
- Is it Relevant?
- Is it Provable?
So I might suggest you take a look at your positioning statement and see if it passes the test.
by tradespeopleinsights | Jul 12, 2016 | Marketing Tips, Marketing Trends
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
When all is said and done, we’re trying to create all this great content in order to engage the contractors, right? Then we need to ensure that what we do will be looked at, read and watched.
Interactive content will help you accomplish these goals. Contractors love to watch videos (both instructional and entertaining), they are always available to give you their opinions (polls) and they want to show you how smart they are (quizzes). Now not all your content has to be interactive, but I think you’ll find that the content that will get the best play (read and shared) will revolve around interactive content.
Not only does it give the contractors a better user experience, it also affords you better metrics to evaluate your content (shares, likes and comments). The key is to design the message with the focus on the contractor and make the subject matter very focused.
So the first step is setting your objectives:
- What do you want the content to do – create brand awareness, educate, entertain?
- Who is your target audience – owner or worker?
- Where are you going to distribute it – social channels, your own site or a third-party site?
Second step is to keep the message targeted at that specific audience. People today have short attention spans (10 second sound bite).
Third, have a strong call to action. You have to make it clear what you want them to do and you don’t have to wait until the end to make the pitch.
So don’t be afraid of using interactive content and I’m sure you’ll see better results.
by tradespeopleinsights | Jul 6, 2016 | Marketing Tools, Traditional Marketing
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Beyond the normal marketing things you do, what are you doing to get closer to your customers and LISTEN to what their issues are?
May I suggest a contractor council? You all have brand advocates out there, why not get them together a few times a year and get a better sense of what’s happening in their world and what keeps them up at night. You could even pass by new product ideas before putting them into production. If you make the meetings about them and not you, the outcome will be more positive.
You know these guys talk to each other, either through social media like forums or at association and trade meetings. Meetings could be planned around major trade shows or meetings, and you’d ask them to come in a day ahead of time for say a half-day meeting.
I’d also suggest that some of the meetings could be held at your location (at your expense) so they get to meet other members of your team. Keep these meetings on track with an agenda that should include issues they want to talk about as well. There also should be action items coming out of each meeting where they can see that you actually did listen and are taking some action. Note that all action items don’t have to have a positive resolution, but the council needs to know that you at least took it under consideration.
Other than the ultimate end user, do you sell through independent reps and or distributors? These should be on your radar screen to get closer to as well. Rep and Distributor councils can also reap great results.
- Reps are in the trenches daily and can give you valuable insights not only on the end-user level, but also what’s happening at the distributor level.
- Distributors can give you insights on not only current avenues of business, but might be able to point out new possible areas of growth.
Bottom line is, I’ve seen firsthand what a well planned council can bring to a company. It’s a great long-term strategy that will help you set your brand apart.
Have you done one?
by tradespeopleinsights | Jun 29, 2016 | Uncategorized
By Chris Ilcin, Account Superintendent, Sonnhalter
It took creativity to start your business, and it takes creativity to keep it running every day. So why not apply that same creativity to the greatest challenge facing the manufacturing industry: the lack of skilled tradesmen and tradeswomen?
The time to act is now. Waiting for someone else to plug the hole simply won’t work. Schools’ budgets are squeezed too tight. Government agencies are interested in quick fixes, not long-term solutions. You need to find the next generation of workers.
You have two huge advantages: as a manufacturer you’re used to seeing a problem from all angles and creating a solution. And your jobs are actually cool. They allow people looking for a challenge to use their minds and hands together to build something.
So how do you reach future workers? Show off what you do! Take this example from Birmingham Georgia. A normal company would just see this as another contract. Another job. But BL Harbert saw an opportunity. The Barber Vintage Motorsport Museum is one of the most innovative museums in the world. Why not use it as a draw to show how their skills and abilities help make it that way?
via Alabama News Center
Partnering with Go Build Alabama, they arranged for 120 students to get an exclusive behind-the-scenes tour of its museum expansion. Now, we can’t all be working on projects at cool museums, but believe me, much of what you do looks really cool to an outsider, especially when placed into the larger context of what it’s helping to create. I wish I could have seen a CNC machine in action when I was 16 or even a welder or PEX pipe. When you see what a little creativity can do to make the world a better place, or just to improve on an existing solution, you’ve captured someone’s imagination. And when you show them that they, too, can be a part of it, you’ve created a skilled tradesman.
Ready to get started?
Download Sonnhalter’s database of vocational education programs.
by tradespeopleinsights | Jun 28, 2016 | Marketing Tips, Marketing Tools
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Let’s face it, in an ideal world we’d all want our customers to love us! We all know that’s not going to happen, but I’ll bet you might have more advocates for your brand than you think.
Why are brand advocates important? Studies show that people rely on peer recommendations and reviews before purchasing goods. Contractors are no different, especially if you’re introducing a new product or application they haven’t used or seen before. They certainly don’t want to be the first to try something.
Brand advocates are more than loyal customers. They are your ambassadors in the trades. I’ve seen contractors with tattoos of company logos. That to me is the ultimate.
Some brand advocates will surface on their own by commenting on your blog or website several times or talking you up on an online forum. Others might offer positive comments on a survey or warranty card. Don’t forget to ask your sales staff in the field who are calling on contractors, as well as your customer service department. They certainly should be able to identify a few. Hopefully a few will be high-profile folks within some associations that you are a part of.
One of our clients in the plumbing market was able to identify and nurture several advocates over the years. Once they brought the top 10 contributors into the main office and treated them like royalty for two days and then sent them home. They got a plant tour, a look at what was coming down the line as new products and met with customer service and technical people that they interface with on a regular basis on the phone or with emails. You wouldn’t believe the results of that effort. They became ambassadors on steroids!
Once you’ve found them, then what? You should set up a brand advocacy program that will give them ways to help you grow the brand. Here are a few ideas:
- Ask them to write testimonials or reviews on new products. Then ask them to share them.
- See if they would be willing to do a case history for you.
- If timing permits and you can meet them at an association meeting or trade show, see if they would let you interview them both for a podcast and testimonial video.
- Ask them for referrals.
- Have them test and evaluate new products before they are brought to market.
- Have them identify potential new products.
This needs to be an ongoing effort so you’re always adding new advocates to keep the message current and fresh.
Don’t miss a golden opportunity for your customers to help sell your brand.
by tradespeopleinsights | Jun 22, 2016 | Marketing Tips, Marketing Tools
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Today we have so many options to reach our targeted audiences. While I’m a proponent of trying new things, we must not lose sight of who we’re trying to reach. More importantly, we need to identify the preferred way they like to be communicated with.
Below are six ways you can make your marketing to tradesmen more effective:
1. Focus On What You Can Control
You can’t control what’s going on in Washington, the economy or most other market factors. However, you do have control over your marketing. Recognize where the demand is and go after it. Don’t be afraid to try something new.
2. Re-Evaluate Your Marketing Goals
Based on what’s happening with the economy, are your company’s marketing goals achievable? It may be time to re-state and re-prioritize your goals.
3. You Can’t Manage What You Can’t Measure
Take a hard look at the performance of your marketing plan. I know something like ad awareness is costly and hard to measure. But things like trade show leads, direct mail and online programs are measurable. Look hard and, if needed, reallocate and optimize your budget. You can’t afford under-performing programs.
4. Fish Where The Fish Are
You know who your customers and potential customers are. Make the most of your marketing investment and increase your visibility through targeted vehicles where your prospects will see your message and take action.
5. Integrated Marketing
We’ve always been advocates of tying your messages to various touch points for your customers. This synergistic method allows you a better bang for the buck! And don’t forget to bring the sales team up-to-speed as to what you’re doing. They’re an extension of your marketing efforts.
6. Focus On Quality not Quantity
More is not necessarily better. The quality of your sales leads is far more important. If you adhere to the previous five suggestions, you will deliver better-quality leads, which will improve your bottom line and make everybody happy.
What are you doing to reach your targeted audiences?
