By Katrina Olson
This article originally appeared on tedmag.com on April 22, 2016.
At last year’s NAED AdVenture marketing conference, a whopping 60 percent of attendees were female, and approximately 43 percent were under age 36.
Contrast that with the demographics of electrical contractors.
The average age of the electrical contractor is 56.2, according to Electrical Contractor magazine’s 2014 Profile of the Electrical Contractor. And you probably won’t be surprised to learn that women hold only one percent of all electrician jobs, according to 2009 Census data.
“How do I market to people who are very different from me?”
A good marketer gets to know their customers, inside and out—who they are, what keeps them up at night, and how they make decisions. By understanding customers’ concerns, buying habits, attitudes, preferences and behaviors, you’ll get a feel for what kinds of media and messages they’ll respond to. Along the way, you’ll also learn about trends in their businesses and industry.
“How do I learn more about my customers?”
Following are seven ways you can find out what makes your customers tick. Some are pretty easy; others are more involved. But all should yield valuable insights..
1. Read your customers’ trade publications.
Most industries have trade association and publications. Health Facilities Management, Facilities Manger, Facility Management Decisions, Electrical Contractor, and Buildings and Electrical Contractor are just a few.
2. Join online groups.
Is there a LinkedIn group or social media platform where your customers and prospects hang out? Observe without participating or commenting to learn what’s important to them.
3. Ask your salespeople.
If you can’t talk directly to customers, talk to those who do. Counter staff, inside sales, outside sales, and customer service representatives can give you insight into what your customers care about.
4. Attend company events.
Get out from behind your desk or computer and attend counter days, workshops, training sessions, and other opportunities to get to know your customers. Try to uncover your customers’ hot buttons and pain points.
5. Contact customers directly.
Call or email some of your key customers and ask specific questions—like how they want to learn about new products and services. Or take them out to lunch. Explain that you want to better understand their business so you can better serve them.
6. Conduct a short survey.
Curious about what media your customers are consuming? Want to know what social media platforms they’re using? Wondering how much they use their smartphones? Ask them!
7. Host a focus group or customer advisory council.
To get honest feedback about what your customers think, conduct a focus group or establish a customer advisory council that meets every year. Rotate members out every few years to get fresh perspectives. (To make sure you get candid comments, hire an outside facilitator and leave the room.)
How can I apply this knowledge to be a better marketer?
Here’s an example. The electrical contractor’s role is evolving as they become more heavily involved in design and specification. Also, building systems are becoming more integrated and interdependent, using data hubs that communicate with each other. All systems are tied together; so all the products must be compatible with each other.
As a result, electrical contractors may look to you for comprehensive solutions, not just individual products. Electrical contractors will also rely more heavily on the electrical distributor’s expertise to help them choose the right products for both new and existing systems.
This knowledge should change the way you position and brand your company, and the way your salespeople are trained, too. Instead of just selling and marketing products, you’re marketing your staff’s expertise and product knowledge.
The trick is putting yourself in your customer’s and prospect’s shoes. That means not just understanding their wants and needs—but speaking their language. That takes a little more practice. But the more research you do, the easier it gets.
Olson is a marketing and public relations consultant, and principal of Katrina Olson Strategic Communications. She has written for tED magazine’s print edition since 2005, judged tED magazine’s Best of the Best Competition since 2006, and emceed the Best of the Best Awards ceremony for a total of seven years. She can be reached at Katrina@katrinaolson.com or via her website at katrinaolson.com
This article originally appeared on 4/12/16 on tedmag.com. For more short articles on marketing, go to tedmag.com’s digital edition and search “Marketing Momentum,” or search “Katrina Olson” for longer articles that appeared in the print edition of tED Magazine.
In February, I asked my LinkedIn connections what they’d like to learn more about. SEO and Social Media Specialist Leigh Ann Moltz wanted to know how companies with geographically dispersed locations could better communicate internally and share best practices.
First of all, your momma told you to. Secondly, you’ll reduce duplication of effort, and save money and time by repurposing and reusing content and other resources. Thirdly, you’ll learn from each other’s successes and failures. Finally, sharing and learning from others is fun!
What do you want to share?
Before deciding how you’ll share, consider what you’ll share, how often you’ll share, and who will participate. You’ll also want to think about what’s practical. (It’s okay; practical can be fun, too!)
For example, is it feasible to have people meet in person on a regular basis, or would virtual meetings make more sense? Also, do you merely want to share files, resources and ideas? Or do you also want to discuss them and get feedback?
How can you facilitate sharing information among multiple locations?
Following are a few options, from most to least involved and costly. Although this article is about marketing, these suggestions will work for people in management, human resources, sales or any department.
1. Create a marketing council.
Appoint, elect or volunteer a representative from each location to participate. Let them determine the goals, frequency, purpose, content and process of the meeting.
2. Hold regular meetings.
Do members simply want to share or also get feedback? What will they share—success stories, resources (i.e., service providers, apps, software programs), and “learning experiences”? Will they brainstorm or solve problems; or seek input on future efforts?
Make each meeting educational by inviting guest speakers to address topics like marketing strategy and planning, determining ROI or writing. Or, use it to coordinate overall company marketing plans or outline marketing efforts.
Consider rotating the meeting among your locations, or hosting them at resorts, lodges or hotels in cities easily accessible to all members. Between meetings, encourage members to communicate one-on-one.
3. Piggyback onto existing company or industry conferences.
If you attend regional or national conferences or meetings, host your group’s meeting before or after to save on travel expenses.
4. Host virtual meetings.
While not as fun, virtual meetings using Skype, Google Hangouts or conference calling can be productive. Consider using an online meeting and web conferencing tool like GoToMeeting, WebEx or MeetingBurner. For a list of 18 such tools, see: http://www.hongkiat.com/blog/online-meeting-tools/. For a more comprehensive list, see: http://www.capterra.com/web-conferencing-software/.
5. Share files online.
Enable group members to access digital files such as marketing plans, graphics files or photos, using a simple cloud-based service like Dropbox, Google Drive and Microsoft OneDrive. For a comprehensive list of free and fee-based cloud storage services with reviews, visit: http://www.pcmag.com/article2/0,2817,2413556,00.asp.
Put some thought into how you’ll organize files. Consider creating a separate folder for each location with a subfolder for each calendar or fiscal year. Within each year’s folder, create subfolders for marketing plans, photos, marketing pieces, etc.
If your company already has a server or internal file storage system, just make sure everyone can access it. Ideally, all shared information will be in one virtual location.
6. Use social media.
Create a private Facebook or LinkedIn group to share updates, alert members about new resources, or arrange meetings. Also share recent successes or moments of inspiration, and ask for feedback. Consider using Pinterest or Instagram to showcase recent efforts.
Poll members to see what platforms they’re already using, so they’re more likely to participate. For a list of 21 most-used platforms, see: http://www.socialmediatoday.com/social-networks/2015-04-13/worlds-21-most-important-social-media-sites-and-apps-2015.
Don’t miss out on opportunities!
It’s tempting to just keep doing what you’re doing—or worse yet, do nothing. But you’re missing opportunities to learn, improve your marketing effectiveness and grow your market share. By sharing ideas, resources, and executions (i.e., campaigns, photos, ads, direct mail), you’ll be able to do more—with less—to build your company’s brand. At the same time, you’ll build valuable relationships with others in your company.
Olson is a marketing and public relations consultant, and principal of Katrina Olson Strategic Communications. She has written for tED magazine’s print edition since 2005, judged tED magazine’s Best of the Best Competition since 2006, and emceed the Best of the Best Awards ceremony for a total of seven years. She can be reached at Katrina@katrinaolson.com or via her website at katrinaolson.com.