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 tedmag.com, the online edition of tED Magazine, the voice of top electrical distributors in North America. (http://www.tedmag.com/News/features/Marketing-Momentum-Have-You-Considered-Insourcing-Your-Marketing.aspx)
If you’re like most companies, your marketing department is probably stretched pretty thin. Your team is talented and hardworking—but they can only do so much. And you can’t expect a small staff to have all the skills necessary to execute an integrated marketing plan.
When the team lacks expertise in certain disciplines—such as social media or public relations—they may perform those tasks poorly, or not at all. Either way, your company is missing marketing opportunities and potentially losing sales.
You’d love to hire another staff member or two, but it’s just not in the budget. So what do you do?
Although “insourcing” often refers to bringing manufacturing, IT or customer service functions back to the U.S., it can also mean performing tasks internally, instead of outsourcing them. For example, if your marketing department needs photography for your brochure or website, you might find an existing employee who is an amateur (or professional) photographer to take photos.
Leveraging your existing talent just makes sense. The more creative minds you have working on a problem, the more solutions you’ll get. Sales people, especially, can provide valuable insight into how customers make decisions and what will get their attention.
Of course, you’ll want to run this by management. Anticipate their questions and create a proposal that addresses details like:
- if insourced employees will be compensated
- how to ensure the insourced person’s primary work gets done
- the duration of their employment with marketing
- how you will you select from the pool of applicants
If you go to management with a well-thought-out proposal, you’re more likely to get buy-in and approval.
How to find hidden marketing talent
Ready to get started? Here are a few of ways you can discover those who are hiding their light under a bushel:
- Start with a volunteer committee.
Before trying insourcing, you may want to first solicit volunteers for a marketing committee. Here’s why. If you start (especially paid) insourcing off the bat, you may get a bunch of non-qualified applicants. By recruiting a volunteer committee first, you can gauge how many people are truly interested and available.
- Conduct a company-wide skills inventory.
Send out an open-ended survey or questionnaire asking employees what skills or talents they possess that might be helpful to marketing. For example, I have a friend who teaches high school, but he’s also a very talented illustrator/cartoonist. But I doubt he’d tell anyone unless he was asked.
- Post an internal “job announcement.”
Tons of brochures, flyers, emails and blog posts go out with typos, punctuation or grammatical errors. You probably have a grammar nerd on your staff and just don’t know it. (We’re everywhere.)
- Pay attention and ask around.
If you hear about employees who enter photo competitions or shoot weddings on weekends, ask if they’ll take pictures for your brochure or website.
Of course, you’ll need to compensate them in some way. You could give them time during the regular workweek to complete these new tasks, or pay them extra or overtime. Either way, it’s likely still more economical than hiring a freelancer or subcontracting out these services to a professional.
Hidden benefits of insourcing
Insourcing offers a few benefits you might not have thought about. For example, if you’re considering outsourcing, you can test the process with an existing employee. It’s a low-risk way to gain some experience in outsourcing.
You may find a new marketing employee without going through the extensive and expensive process of advertising, interviewing, checking references, etc. And, you can try out those potential marketing hires without the complications of releasing them if it doesn’t work out.
Whether you choose to build a team of on-call marketers or add part-time employees, insourcing is an easy way to expand your marketing capabilities with an incremental increase in expenses.
Finally, involving employees may boost morale and rally support for the marketing effort.
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.