Two years after COVID began disrupting in-person marketing and events, supply chains, and life in general, it’s almost inevitable that your sales and marketing pipeline has suffered. In April of 2021, we felt trade shows might offer relief (Will Trade Shows Be the Shot in the Arm for Manufacturers?). Of course, we had not yet heard about something called Omicron.

 

Live events, from local networking groups to international trade shows, are just beginning to rebound. CES was held live in Las Vegas earlier this month, with a smaller than usual crowd. It’s almost certain to be a few years before those shows are as strong as before the virus turned handshaking into a rebel move.

 

So, what can you do to generate new business when the trade shows and other events you have relied on are virtual, perpetually postponed, or a mere shadow of their former selves? Plenty.

 

COVID-Era Marketing & PR Tips

 The most obvious advice is to embrace virtual events. Being there, even on screen, is (usually) better than being absent – provided you’re prepared to meet the challenges. Of course, cost is still a factor, and it simply may not be a wise investment to pay for a virtual show.

 

Here, are a few tips for making the most of COVID-Era events, both live and virtual.

 

Negotiate with Show Organizers

Show attendance is down. If you are paying to attend an event, you may have a little more leverage to make sure the investment pays off for your firm. Ask for a seat at a workshop roundtable, if possible, or a banner ad on the show website. One thing hasn’t changed: a top goal of attending any show is getting as many email addresses as you can, then making the most of those contacts. Obviously, that means you’ll need a plan for turning those new email contacts into customers. Read: The Trade Show is over – Now what?

How’s your email marketing? We can help.

 Your Message Matters More than Ever

Whether attending live or virtually, we prep show attendees to deliver a handful of talking points very clearly. The talking points are essentially bite-sized pieces of information about your company or product that you want your prospects to remember. Your quality guarantee, for example, or how your latest design innovation will make their manufacturing process easier. The same tactics apply when speaking to media, virtually or in person. Watch this video: Do’s and Don’ts When Working with the Media

Hone your message for manufacturers.

Create Your Own Event

Many of our clients are hosting more frequent video calls with clients and prospects or arranging monthly virtual demos or Q&A sessions. Some have started recording regular videos – and posting those on your website is great for SEO.  You may be ready to create your own event! If the idea sounds scary, start small. When you offer useful information and include an interactive element, you can brand a video session as an event. Not sure you have enough content on your own? Ask a vendor or company you partner with, to join in and add to the conversation. Invite all your prospects and watch those new relationships grow. Need a tune-up on your videos? Watch: How to Incorporate Video into Your Manufacturing Sales Strategy

 

Pro tip: mics matter- and so does lighting and video quality!

Want a review of your sound and video quality? Just ask. We’ll offer honest feedback and some tips in our next call.

 

While we sorely miss live events and trade shows, there are plenty of ways to expand your sales and marketing opportunities – even during a pandemic. In fact, during “these unprecedented times,” it’s a great time to review the basic principle of sales, public relations, and marketing for manufacturers.

 

Why PR is More Important Than Ever

When you can’t get up close and personal with prospects, you need to find other ways to prove your credibility. When a trade publication highlights your company, the feature serves as a warm introduction to decision-makers.

Of course, the best press is earned, and sending “fluffy” press releases is a good way to get editors to ignore you when you do have something newsworthy to announce. We help clients determine how to make the most of their media opportunities. 4 Ways to Determine if Your B2B Manufacturing Content is Newsworthy

 

When was the last time you updated your press list?

Consider a Different Dimension

Neither rain, nor sleet, nor a pandemic stops the US Mail. Thank goodness! Direct mail wasn’t dead before COVID showed up and it’s arguably more important than ever.

Many manufacturers have had success with what we call dimensional mailings. These memorable mailed pieces represent the tangible benefits of working with your company. The key is making the item relevant and clever. Check out this dimensional used to drive media appointments: Media Appointments That Are Out of This World – Case Study, Fabrisonic LLC.

 

Don’t Be Afraid to Pick Up the Phone

Remember the phone?

Talking points, which are vitally important for trade show encounters, are equally important for inside sales reps who are having conversations with your prospects and customers. Those talking points are also ideal for making short videos that show your best side on social media. Oh, and those benefits delivered in memorable, bite-sized chunks also work well in live chats and almost any other way you are in contact with prospects and customers.

 

So, what can you do when some of the top manufacturing trade shows and conferences are being canceled, postponed, or poorly attended? Plenty.

Call us. We get manufacturing, and we can help you get through – and thrive – during these unprecedented times.

 

“Manufacturers in the United States need to fill 4 million jobs by 2030, according to a workforce study by The Manufacturing Institute and Deloitte. More than half of those jobs could be left unfilled because of two issues: a skills gap and misperceptions about modern manufacturing.” MFG Day is focused events to promote manufacturing to students, parents, and educators for the first Friday in, and throughout, the month of October.

It is no secret that there is a labor shortage and skills gap in the United States. Manufacturers have felt this pain for years. Manufacturing Day is presented by the National Association of Manufacturers and the Manufacturing Institute. The website features many resources on how to attract talent and change the perception of manufacturing.

 

Last year we wrote about how to host a virtual event and here we are, Part Deux! What can you plan to impact this critical shortage? Watch MFG Day 2021 (video). What can your manufacturing company do to impact this problem?

• Host an event
• Find an event to join. Cleveland peeps click here
• Sponsor! Check out this guide.

 

Are you hosting an event? Tells us about it and we will help you promote it. Email RobFelber@felberpr.com or book time and tells us all about it.

Bonus articles on Manufacturing Day:

Why Manufacturing Day Should Be Part of Your Recruitment Strategy  (2018)

Grow Your Manufacturing Workforce – Manufacturing Day 2017

It’s Time to Start Planning Manufacturing Day 2016 Events

Manufacturing Day Campaign 2015

Madilyn Movsesian – Marketing Intern

What are Google reviews and is your company taking advantage of them? Google reviews are a way for companies to impact credibility and increase their reputation amongst website visitors. According to an article by Craig Bloem for Inc.com, 84% of consumers trust online reviews as much as personal recommendations, making Google reviews a great weapon for manufacturers to employ.

Online reviews matter, especially in this technologically advanced era. Companies need to give customers an incentive to review their experience at their company. Not only can reviews attract other potential customers, but they can also give a company great feedback. Rebecca Cole of Mika Metal Fabricating stated how younger professionals who already use Google for personal purchases and guidance will likely use it when looking for business products and services as well. Website pop-up forms, automated emails, and customer surveys are a great place to start for any company looking to collect reviews.

Google reviews can greatly impact a company’s online reputation. Seeing what other customers have to say about a product or service is what can alter a potential customer’s opinion. No matter the size of your company, Google reviews can help rank businesses in local results. An article on Podium, “5 Powerful Advantages of Google Reviews,” offers a list of benefits of utilizing online reviews:

1. Google business reviews increase brand trust
2. Google business reviews increase online exposure and local SEO
3. Feedback loop and customer intelligence through Google business reviews
4. Improve click-through rates to your website with Google reviews
5. Google reviews convert more customers

There are many tactics manufacturing companies can use to generate more reviews on Google. The more reviews your company receives and the increase the amount of engagement with website visitors ultimately speaks to your company reputation (and how others see your company)  Kristen McCormick for Word Stream wrote a list of 17 tips on how to get more Google reviews for your company, here are the first five:

1. Tell customers how to do it
2. Create a Google review link shortcut
3. Shorten the review shortcut
4. Link out to your Google review page from your website
5. Create a Google reviews page on your website

Interested in learning more about this tactic and how to further engage your prospects and customers? Contact RobFelber@FelberPR.com, (330) 963-3664, or book a free consultation today

“Help Wanted”

Have you seen the “Help Wanted” signs at businesses in your city? It’s no secret that Covid-19 impacted every business across the globe. We are currently living the aftermath of the virus. As more people get the vaccine, businesses are starting to open up completely and there is a high demand for workers. According to Eric Morath, writer for WSJ, he stated, “openings continued to grow in May (2021) according to job search site Indeed.com. That followed an increase of nearly 1 million unfilled positions in April, to 9.3 million, the highest level on records back to 2000,” leaving endless opportunities for those looking for work. The number of job postings in May reached 27%, which was led by various industries who are looking for help. Manufacturing has seen a growth in the number of employees in May of 2021, but not enough to counteract the losses in April.

The U.S. Department of Labor Statistics stated in their report, “Job Openings and Labor Turnover – April 2021,” that in December of 2020, job openings increased in various industries, reaching a high of 9.3 million. In manufacturing, this number reached (+78,000) job opportunities. As of April 2021 hires in durable goods manufacturing were (-37,000), showing that the manufacturing industry has still not recovered from the Covid-19 outbreak. The manufacturing industry will continue to suffer if nothing is done about the drastic decrease in hires.

How can your company recruit more workers?

With these record-level job openings across the country, it is crucial to have a marketing plan in order to attract potential employees. Here are a few ways to get your company’s name out there to those in need of work:

1. Make applying for a position easy. Use online forms on the company website
2. Host job fairs with access to proficiency and drug testing, factory tours, and benefits discussions
3. Continuously posting on job recruiting websites 
4. Reaching out to previous employees or current employees and telling them to refer those in need of work
5. Post in the local newspapers
6. Utilize local radio advertisements 
7. Have a strong social media presence that is updated regularly
8. Utilize billboards
9. Movie commercials (those pre-movie ads in the theater)

 

How one local manufacturer is pulling out all stops for recruitment: a case study with Grand River Rubber & Plastics

Grand River Rubber & Plastics Company is a 100% employee owned company in Ashtabula, Ohio. Grand River specializes in lathe cut gaskets, vacuum sweeper belts, and drum and pail gaskets. Since Covid-19, Grand River has been using various marketing tactics in order to attract more employees. Grand River utilized a billboard, continuous social media posts on Facebook, LinkedIn & Twitter, print ads in local newspapers as well as movie commercials (those in theater pre-movie commercials), and a local radio commercial, to gain the attention of potential employees. 

 

 

 

 

 

 

 

 

 

The billboard advertisement will help to gain the attention of anyone driving alongside the highway. With the link to the website on the billboard and big lettering saying, “We’re Hiring,” this will catch numerous drivers’ eyes. Having clear and defined social media posts is what will attract potential employees. Knowing which channels to use is also a crucial factor when deciding where to advertise. The print ad is detailed and organized with valuable information on Grand River and how to apply. The movie commercial will be played before any screening when the audience is waiting for the movie to start, giving it a large reach. Lastly, the radio commercial that will be played in the local radio stations near the factory is a great way to geo-target a specific audience in search of those who could be potential employees.

 

 

You did it! You effectively pre-planned your show (You committed to a trade show, now what?)  and you worked the show successfully (Trade Shows – Owning the Floor), what should be your next step after the show?

I know you might be thinking of soaking your feet and adding up the frequent flyer miles, and you are not too far off. As the dust settles and you wash off the grime of travel, how will you measure success? Do you have a system (think CRM) in place to measure the results and report on the return on investment?

Let’s start with the activity first. If you are not following up within 3-7 days you will be forgotten! We all return to the office, exhausted and with best intentions, but if you do not reengage with those you met, your name recognition drops like that soggy breakfast sandwich they put out at your hotel.

Next steps:

• Have pre-planned emails targeting the attendees written and automated
• Make sure the messages and graphics are the same as those used in your pre-show and booth graphics for consistency
• Upload the leads you obtained and let the email automation do its job
• If available, obtain the list of attendees and consider sending a separate “sorry we missed you” message to those you did not talk to at the booth
• Set tasks and reminders to review each lead, assign to team members if needed and continue the conversation

Finally, evaluate your entire campaign. Did you achieve the goals you outlined in the pre-planning? Did the booth activity go as planned and generate excitement? Did you pull reports on the leads generated and determine their overall value? All these steps will help you determine your return on the entire investment, improve your plan for the next show and impact the growth of your company.

Give yourself a well-deserved pat on the back for a job well done!

PS. Need more? Download our Trade Shows for Manufacturers Guide here.