Hands-on Marketing or Boring Booth. You Decide.

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 going to? 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 6 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 go, 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 stand-out: 11983read more >

Spread the Buzz, Spoil the Game

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. 11997read more >

Not Real, But Reality

By Chris Ilcin, Account Superintendent, Sonnhalter By now, if you have a presence on social media, and are involved in sales or marketing, you’ve seen this: Well, bad news. "Fourth" isn’t spelled that way The National Sales Executive Association doesn’t exist There’s no study to be found that supports any of these statistics There’s a great blog here that goes in to more detail. But I’d rather focus on something else: Why do we want this to be real? 11937read more >

AHR Expo Heats up Vegas (and probably cools it down)

By Chris Ilcin, Account Superintendent, Sonnhalter The AHR Expo, the preeminent trade show for the HVAC industry is right around the corner. The show runs from January 30th to February 1st at the Las Vegas Convention Center. AHR just released an optimistic 2017 forecast, based on interviews with more than 1,400 HVACR manufacturers. Because of that, this year’s show promises to be an exciting and educational affair. Here's what you can expect: Over 2,000 exhibitors in 764 product categories More than 60,000 people expected to attend 200+ education seminars and product demonstrations ASHRAE Learning Institute Courses and Certification exams An innovative mobile app complete with agenda maker, interactive floor plan and more features Of course Las Vegas has no end of off-the-show-floor options. If you need help finding best in dining, nightlife and sightseeing, check out the recently updated Sonnhalter Insider’s Guide to Las Vegas.read more >

Making a Thought Leader

By Chris Ilcin, Account Superintendent, Sonnhalter “Free advertising,” who doesn’t want that? One of the best side effects of the boom in content marketing is the growth of brand-neutral trade magazine articles. Pay-for-play has been relegated to the back burner as more and more publications see the benefit of offering knowledge-based problem solving articles. That’s also an offshoot of the lack of skilled workers, as more and more knowledge retires, there’s an increased need to transfer that knowledge. With less opportunity for direct, apprentice-based, transfer, white papers, problem solving articles and general knowledge pieces gain added importance. So, how can your company benefit? Create thought leaders. A bragging title most people would reject, it can still help you promote your business and create a knowledge warehouse. How to Create Thought Leaders 11927read more >

Design and Construction Week is On in Orlando

By Chris Ilcin, Account Superintendent, Sonnhalter After four year in Vegas, the NAHB International Builder’s Show and the HKBA’s Kitchen & Bath Industry Show move to central Florida for Design & Construction Week . A must-attend event for the industry, these co-located shows continue to be at the forefront of innovation, with more than 2,000 exhibitors and hundreds of education sessions. Here are a few highlights: 11865read more >

Outside-the-Box Solutions for Workforce Development

By Chris Ilcin, Account Superintendent, Sonnhalter “Train your people well enough so they can leave. Treat them well enough so that they don’t want to.” -Richard Branson A column I just read brought that quote to mind. Jack Schron, the President of Jergens recently wrote “Grey Matters Matter” for Production Machining magazine. It’s a great piece, and I highly recommend reading the full text. Mr. Schron focuses on the fact that without a skilled workforce, all the advanced machining, Internet of Things (iOT) and new advances in precision machining are worthless. And the best way to achieve that skilled workforce is through good old experiential rather than textbook learning. And with the advances and costs, that type of training can’t be achieved by just manufacturers, or just trade schools, or any one affected segment. It requires all of them, working together to create state of the art Technical Centers. And that additionally, it required companies, vendors and partners willing to think outside the box and re-examine processes. Find out one way Jergens has accomplished this by checking out their Fastforward™ Machining Center.read more >

Social Media: More than an Excuse to Employ a Millennial

By Chris Ilcin, Account Superintendent, Sonnhalter How to Keep and Generate Business with Social Media So, you’ve got a social media presence. Congrats, but if you’re just looking for likes, and pushing out press releases, all you’re doing is pushing out. How do you also use Social Media to pull in potential customers? Utilize a two prong strategy. Part One – Tell us How We Messed Up 10713read more >

Brand – maybe even more important than you think

By Chris Ilcin, Account Superintendent, Sonnhalter I’m addicted to TEDTalks. If you don’t know what they are, here’s a primer from their website. “TED is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks (18 minutes or less). TED began in 1984 as a conference where Technology, Entertainment and Design converged, and today covers almost all topics — from science to business to global issues — in more than 100 languages. Meanwhile, independently run TEDx events help share ideas in communities around the world.” Part of this initiative is a weekly radio program that takes a look at a theme through insights from several TEDTalks, called the TED Radio Hour. They recently had an episode dedicated to Value, Brand and how our brains process the “worth” of something. Turns out, it’s all way more subjective that you may think. Every day you assign value to a thousand things without ever thinking about it. How? What biases come into play, and what can nudge those biases so much that you notice that you’re being manipulated? And can you even use that realization to your benefit? And that’s the line great content marketing should straddle. Yes, at the end of the day you are trying to push the customer towards your product, and a consumer should realize that as well. But if the content itself still provides useful information, or is packaged in a way that acknowledges that transaction, it can still be beneficial. 10315read more >

Time (and Advertising) Stops for No One

By Chris Ilcin, Account Superintendent, Sonnhalter That’s one of my favorite quotes. Not because I’m in marketing and advertising, but because it dispels one of the biggest myths about manufacturers. That is: All manufacturers are engineering and sales driven, and advertising is an afterthought, or a “necessary evil.” Henry Ford wasn’t just any old manufacturer. He transformed not only American manufacturing, but revolutionized manufacturing processes. He changed the way we live. His streamlined assembly line could churn out a Model T every 24 seconds. As summer winds down, it’s worth noting that he’s partially responsible for all the grilling you did as well. 10313read more >