by tradesmeninsights | Dec 19, 2019 | Tradesmen Insights, Uncategorized
By Andrew Poulsen, Content Engineer, Sonnhalter
“Millennial Mindset,” hosted by Walsh University faculty members Ron Scott and Amanda Gradisek, is a podcast that pairs Baby Boomers or Generation Xers with Millennials who work in a particular field and tries to find common ground and understanding between the two generations. As Millennials continue to increase the size of their footprint in the modern workplace, there has been a decent amount of pushback and skepticism from older generations who maybe struggle to see the value in what Millennials bring to a company. Millennial Mindset helps show the parallels between the professional journeys of both generations and how they can help each other succeed.
Ron Scott, Walsh University faculty member, Andrew Poulsen, content engineer at Sonnhalter, and Amanda Gradisek, Walsh University faculty member, during recording “Millennial Mindset.”
Earlier this year, I sat down with Ron and Amanda to discuss my journey and how it led me to working in public relations for a creative agency. For this episode, Ron and Amanda also spoke with Brian Brinkman, a graphic designer of more than 25 years who runs his own agency in Canton, Ohio, OnTheBrinkCreative. While the two of us work in different disciplines and come from different generations, there was certainly a lot of overlap in our career paths and what we value in our respective professions. I encourage you to listen to the entire episode yourself, but here are three major takeaways I had after listening back to our conversations with Ron and Amanda.
- Having an open mind can allow you to be an artist without being a “starving artist.”
After graduating from Ohio University with a degree in journalism, I initially had my heart set on moving to a big city and taking a job at a newspaper or magazine where I would write about exciting things like rock and roll, art, movies and politics. (more…)
by tradesmeninsights | Apr 11, 2017 | Tradesmen Insights
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Contractors (HVAC, Plumbing, Electrical) have some serious challenges moving forward.
The Average contractor is 50+, most aren’t tech savvy, and they’ve been doing things the same way forever (chasing paper work orders). As Boomers leave the workforce at a rate of 1 every 8 seconds, a shortage of middle management will become apparent. Boomers dominate technical jobs, with the exception of IT.
I learned a long time ago if you got into business, among your priorities were: grow your business, make a profit and have an exit strategy.
To grow your business, you need to hire and train good people. And who’s going to train the millennials? The boomers! The boomers have the intellectual capital (work experience) that needs to be transferred to the younger generations. Your pool of talent will come from the 18-34 age group and they look at things a bit differently than their older counterparts.
by tradesmeninsights | Apr 20, 2016 | Social Marketing
By Rachel Kerstetter, PR Architect, Sonnhalter
The Millennial generation has been a hot topic for managers and marketers for many years now; in fact you used to call us Generation Y. Not everyone agrees on the exact years for each generation, but it’s generally accepted that Millennials are those born between 1980 and sometime between 1998 and 2000. Generation Z is the next upcoming generation with birth years in the 1990s through 2010. Predictions are already being made about the generation of kids born after 2010 as well!
People used to call Millennials “digital natives” due to our comfort using the internet and technology in general. But the generation after is what I would consider truly digital natives.
Millennial Technology Experience
Take me as an example. I’m a member of the Millennial generation and I can trace the growth of technology through my formative years. I recall changing the channel on the television using a dial and improving the picture on the tube TV by repositioning bunny ears. I used DOS and the first laptop computer I ever touched had a black and white screen. I looked up phone numbers in the phonebook and had to take typing classes in school. But we also caught on as technology advanced by leaps and bounds. I think that’s part of why the Millennial generation is so quick to learn – we had to adapt quickly.
Generation Z Technology Experience
The next generation that communicators should be preparing for is Generation Z. Those who knew how to use a mobile phone before they could sit in the front seat of a car. Those who stream music, TV and movies as the norm and consider DVDs to be “old” technology and don’t know what the “Save” icon really is.
The need for visual and video content is apparent now, but this generation will consume content differently and we need to be talking to them the way that they want to be talked to. Now more than ever, people have more control over the messages that reach them.
Everything travels fast, which enhances the need for real-time marketing and virtual communication. In our B2B space, we’re often protected and can learn from the mistakes and triumphs of others because we don’t start talking to this generation until they enter the workforce, so pay attention now. Watch the consumer brands that communicate to a younger demographic. You’ll notice an increase in visual, real-time communication, but don’t think that means your brand needs to get on SnapChat or Instagram to communicate with the new generation.
Infographic via Fluent
By and far, mobile, visual, app-based social media is being used for interpersonal communication among peers. Instead, this group is turning to video on YouTube as well as on Facebook. This is an area where you should be upping your game now. Video is such a valuable content marketing tool for your brand as it is. Refresh yourself on 6 Tips For Using Video To Tell Your Story and make sure you’re working video content into your integrated marketing plans.
It may seem strange to bring up live conversations when talking about a digitally native generation, but technology makes live conversations even easier. Livestreaming, video chatting and other services facilitate an in-person conversation without actually being in person. Check out our recommendations for using livestreaming.
Don’t let the next generation of your B2B audience sneak up on you. Take the lessons you’ve learned from communicating with tech-savvy Millennials and the observations that you make on communications with digital natives in Generation Z and implement them in your marketing communication plans today.
by tradesmeninsights | Sep 6, 2011 | Marketing Trends, Social Marketing
I know one of the biggest challenges for manufacturers that we represent is getting to the young entrants in the trades. They know how to get to the old guys, they’ve been doing it for years and know that traditional things like trade ads and direct mail programs are effective tools to reach them.
But when you talk to these folks on how they plan on reaching the future generations of tradesmen, they are definitely puzzled as they know the traditional methods are probably not the best way to connect with them. They think of social media as one possible avenue to connect with these young people, but often neglect the mobile devices.
While that may not be surprising that young people are active in mobile devices, what might surprise you is that the baby boomers are also active in mobile, but just a different kind. Consider this: 91 million U.S. consumers use the internet through mobile devices at least once a month and that number continues to rise (Affinity reports that more than 24 million millennials plan on purchasing smart phones in the next 6 months).
So the question is:
- Do you have a mobile strategy in place to reach your young targeted audiences?
- Do you have a mobile friendly website?
- Are you planning smart phone apps?
- What’s your plan to start collecting e-mail addresses and mobile phone numbers for future marketing programs?
Mobile will play an important part in communicating with the younger tradesmen. What’s your plan?