Swanson Russell - Orange Dot

Are You Annoying Your Web Users?

editor — Wed, 23 Jul 2014 14:58:40 +0000

I’ve been using the Internet -- and in particular the World Wide Web, which has since become synonymous with the former -- since I was just barely out of diapers. Okay, that’s a lie, but it was definitely a long time ago. Over the last two decades, the information superhighway has evolved and matured into arguably the most critical element of global communications, but like the rest of us, it didn’t get that far without picking up a few bad habits along the way.

Unlike many other mediums, the Internet is permanent but also continually evolving and changing. Because things are always shifting and improving, but at the same time surrounded by content and interfaces designed a decade ago, it can be difficult to create strict, unbreakable rules. Instead, I like to follow two simple rules: first, do users already have an expectation or assumption about a thing and second, will this thing annoy users unnecessarily?

Let’s take these rules and look at a few bad habits the Internet has picked up over the last twenty years, then use our rules to decide if they should continue or be abandoned.

1. Using “click here” as the call-to-action link text. Most likely left over from earlier years, when the concept of a hyperlink was so novel that most users needed a bit of guidance, this is a habit that modern netizens no longer rely on. From a marketing standpoint, linked text is one of the most valuable and important pieces of copy on any web site, and relying on a generic “click here” each time is an unfortunate waste of real estate and opportunity.

2. Any form of auto-playing audio or video content. The last thing you want to do is annoy the end user, and by far the easiest way to do this is immediately begin playing audio when people don’t expect it. Besides, aren’t most of us listening to music, podcasts or something on television while surfing the web, anyway?

3. Hijacking the user’s default controls. One of the more reliable ways to annoy and confuse your users is to get clever and change the way people use their device. That means you shouldn’t hijack the browser's back button, scrolling behavior, or anything else related to how users expect to control their device.

4. Splash and pop-up dialogs on page load. Just like error messages, most users are going to instinctively close the dialog as soon as possible, so any legitimate marketing goal would likely be unmet even if this habit wasn’t already dreadfully annoying.

5. Inconsistent and/or confusing navigation. This might be the only bad habit on the list that is usually *not* intentional, but that doesn’t mean it’s excusable. Any form of site navigation should be clearly labeled and behave consistently throughout the site, which means each tier of navigation needs to point to a unique interior content page -- no external links and no empty tiers that don’t actually link to a relevant content page.

Like the Internet, these rules have evolved over time as we’ve learned our lessons the hard way. Some of them are slowly fading away, and some (especially #4 and #5 due to the rise of new technology like touch screens) have come roaring back with a vengeance. After all, that’s why they are called bad habits: if they were easy to avoid, we wouldn’t need rules and lists and blog posts like this one!

Of course, now that I’ve gone and created an official list of What Not To Do, somebody will point out that we’ve done at least one of these ourselves. That’s actually just fine, as long as it’s done intentionally and with caution! Remember the two rules -- don’t annoy and don’t reinvent the wheel without a good reason -- and the bad habits described above will solve themselves.

Takeaways from TOCA

editor — Wed, 02 Jul 2014 18:26:24 +0000

Since 1990, the Turf & Ornamental Communicators Association, or TOCA, has served as a connecting point for people in the Green Industry. Marketers, journalists and public relations people who work in the landscape, golf and horticulture markets join TOCA to network, share ideas and find common ground. Since the Green Industry is one of Swanson Russell’s primary areas of focus, TOCA has always been near and dear to our hearts.

Each year, TOCA hosts an annual meeting and awards ceremony at various locations throughout the U.S. At TOCA’s 25th Annual Meeting in New Orleans this year, Swanson Russell’s Green Industry team took home some serious metal. Not only did our entries win a combined 13 First Place and Merit Awards, we also received a prestigious Gardner Award for outstanding work on the Bad Boy Buggies Ambush iS product video.

Check out all of our TOCA-award-winning work below.

Digital Design – Website Design

Point of Puchase Materials

Printed Magazines – Less than One Page

Writing for Commercial Pubs – Copywriting on a Display Ad

Writing for Printed Collateral

Writing a News Release

Special Writing Project

Best Photograph

Best Short Video

Best Long Video

Website

Gardner Award

Pitching the Exclusive

editor — Tue, 15 Jul 2014 13:31:54 +0000

For most clients, our PR team leads the planning and execution of both B2B and B2C PR strategies. At times, managing trade versus consumer PR feels like a different job entirely. But often our priority is the same: to find and highlight the best stories, first.

One of the ways we accomplish this is by pitching “exclusive” stories to top journalists and news outlets, allowing them to break big news first.

The exclusive is a tactic we’ve seen particular success in with one of our national energy clients, the Propane Education & Research Council (PERC). PERC is a check off dedicated to promoting safety, training, and R&D of new propane-fueled technologies. One of the key spaces PERC works in is alternative fuel vehicles, and in March of 2013, we used an exclusive to break some big news with DISH Network.

Through an OEM PERC was working with, we learned DISH Network was getting ready to place an order for 200 propane-fueled service vans. The manufacturer’s inclination would have normally been to issue a press release to trade media about the adoption, but we saw an opportunity to do something bigger.

We worked with both the OEM and DISH Network PR teams to pitch the announcement to a REUTERS contact we’d met with during one of our regular desk side meetings with PERC’s president and CEO. Already primed on propane autogas, the reporter agreed to pursue it if he got the exclusive, and in the weeks prior to the announcement we provided all the background information and expert interviews he needed for the piece.

Additionally, we strategically timed the announcement to a top B2B industry trade show, which garnered significant trade media coverage. After the announcement went live on REUTERS and broke at the show, we followed up with a press release to wider national media.

The result was more than 70 million impressions, and the announcement was one of DISH Network’s most successful of the entire year.

By identifying stories and pitching them as exclusives, we’ve been able to replicate success with other OEMs, including most recently an order for 1,000 propane autogas vehicles with a large package delivery company.

Additionally, we’ve gained a reputation as a PR group that can successfully elevate stories with mainstream press, which means OEMs are bringing their news to us now. And that’s the most valuable “exclusive” we could hope for.

Team Up for Bigger Coverage

editor — Mon, 14 Jul 2014 21:58:10 +0000

In PR, it’s not atypical to work with a client or promote a product that is relatively unknown. Working with an “unknown” has both its unique set of challenges and opportunities, but when it comes to publicity, it usually means coming up with ideas that will make a big media splash.

Or, partnering with another organization who can help you do that.

Last summer, our client, the Propane Education & Research Council (PERC), donated six propane-fueled mowers to the National Mall and Memorial Parks in Washington, D.C. The donation would mark the Mall’s first use of alternative fuel mowers, and we saw an opportunity to promote propane’s clean, low emissions profile to a broader audience.

By engaging the National Park Service (NPS) communications team directly, we secured their partnership and a permit to host an unveiling event on the Mall with the new mowers in front of the Jefferson Memorial.

Additionally, we saw value in partnering with a local clean energy organization to secure local D.C. coverage. The Greater Washington Clean Cities Coalition (GWRCCC), a local branch of a department of energy (DOE) program, happened to be donating electric vehicles to the National Mall around the same time. So, PERC teamed up with them on the event and we broadened our local pitch to include their donation and ours.

More than a dozen local media outlets attended the event in addition to green industry trade publications that we flew in to cover it exclusively. Each captured photos and video footage of the Mall’s first propane-fueled mowers cutting the lawn at “America’s front yard” for the first time, which generated valuable multimedia.

Coverage from the Washington Post, D.C. AP bureau, and local radio, TV, and blogs delivered more than 60 million impressions.

Buy-in from both NPS and GWRCCC helped build notoriety and credibility for PERC by association. In the end, the event raised not only PERC’s profile, but educated the public about propane, alternative fuel use, and NPS’ larger efforts to reduce greenhouse gas emissions through their “Green Parks” program.

To learn more about National Park Service projects like “Mowers on the Mall” or how you can reduce your carbon footprint at national parks this summer, visit www.nps.gov/greenparksplan.

Growth through Acquisition

site manager — Wed, 04 Jun 2014 16:59:32 +0000

In every industry, companies changing hands is becoming routine. The Green Industry is no exception. In 2011, Swanson Russell was an eyewitness to a changing of the guard. Israeli Chemicals Ltd. (ICL) acquired Scotts Professional Products, an agency client for more than a decade. Announcement of this acquisition was publicized and a new name for this global professional business group was introduced: Everris^®.

Beginning close to home

There is always uncertainty — and often anxiety — among employees when their company is acquired. To alleviate these feelings, a personal letter signed by the CEO was sent to each new Everris employee. The letter was congratulatory and motivational, and in part said, ICL and Scotts Professional recognize the value you bring and are counting on you to continue doing what you do best, as we go about broadening our horizons, together.

Employees also received a personal invitation to attend an unveiling of the Everris brand in Charleston, South Carolina. Step into the Future was the theme and served as a platform to explain in more detail how the acquisition would benefit each employee, and the company, moving forward.

Expanding outward

Packets of information were prepared and then delivered to a select group of growers, distributor partners and the media. These packets included:

Outer envelope
Folder
Personalized letter
Brochure
Overview sheet

The overriding message communicated to these groups was designed to again alleviate concerns about the acquisition: New name. Same products. Same people. Same value. The newly adopted Everris tagline — Driven by innovation • Inspired by nature — was also highlighted to heighten expectations about the company’s future direction.

A series of spread ads were created to gain attention for the name change, and to generate sales. These transitional ads ran while graphic standards decisions were being made at the corporate level.

The agency had experienced a change in graphic standards many times. So knowing how to put together a plan before new Everris standards arrived was not a challenge. Collect and organize all existing Scotts assets and resources. Make lists of marketing communications materials that would need to be updated. Contact Scotts suppliers and vendors about impending work. Once the standards were in hand, work began. Collateral pieces were revised. Print and digital ads revamped. Tradeshow displays amended. Product packaging adapted. Corporate office spaces redecorated. The transitioning of Everris into the Green Industry was well underway.

Conclusion

Industry changes are inevitable considering the number acquisitions that occur. In this instance, the impeding challenges that resulted from the ICL acquisition were compounded by the company’s lack of experience in marketing branded products. Swanson Russell was entrusted with the task of being the constant — the crucial link between ICL and the market. A plan to connect with the right groups of people at the right times was initiated. The result was a seamless and successful transition from acquisition to the positioning of a new name within the Green Industry — Everris.

The Big Picture: Opportunities and Threats (Part 4 of 4)

editor — Wed, 09 Apr 2014 21:26:39 +0000

Adjusting to the business atmosphere isn’t a choice for green industry contractors; it’s a necessity if they hope to keep their doors open. Forward-thinking businessmen are always looking for ways to leverage opportunities and protect themselves from threats. Here is what’s on their minds.

This report is a compilation of survey data from a variety of third-party sources in the industry that breaks down the makeup of residential and commercial contractors, and presents leading trends, insights and voices from respected experts across the country.

Threats:

It’s tough to find good help.

With unemployment rates decreasing and construction markets improving, the pool of quality landscape labor is limited in many markets.

Costs continue to climb.

Beyond increased costs in fuel, equipment and supplies, new legislation like H-2B and the Affordable Care Act are now causing labor and insurance costs to climb, contributing to the bottom line struggle for contractors.

Opportunities:

A move to diversification.

To replace lost revenues during the recession, many contractors turned to diversification by offering additional services like landscape lighting and snow removal. As conditions improve, these extra revenue sources continue to provide a lift for creative business owners.

A growing movement toward water conservation.

It’s not just about frugal consumers trying to cut their water bills. Many parts of the country have endured back-to-back droughts. As a result of hot, dry weather, increasing water restrictions are leading to more and more opportunities in products and services that conserve water. From upselling to retrofitting, there are opportunities for contractors willing to lead the way.

The insights don’t end here. Check out our other Big Picture features for more information on where the green industry is heading.

Request a printed version of the entire Big Picture report today, and get all of our insights and trends in one place.

The Big Picture: Commercial Market Report (Part 3 of 4)

editor — Wed, 09 Apr 2014 20:01:51 +0000

Staying on top of current market conditions is the first step to marketing decisions that move the needle. That’s why we are providing the Green Industry Commercial Market Report, a foundation for smart marketing strategies and campaigns for businesses that serve commercial lawn and landscaping professionals.

Positive Trending Continues For Commercial Markets

Continuing its slow climb back to normal conditions, key indicators continue to offer hope for commercial markets. The NAHB Multifamily Production Index shows that the industry has seen over two years of gradual growth. As a result of improving economic conditions, low price is taking a back seat and clients are returning to a quality- and value-driven mindset.

The insights don’t end here. Check out our other Big Picture features for more information on where the green industry is heading.

Request a printed version of the entire Big Picture report today, and get all of our insights and trends in one place.

The Big Picture: Residential Market Report (Part 2 of 4)

editor — Wed, 09 Apr 2014 20:52:15 +0000

Smart marketing decisions aren’t made by chance. They’re built on a sound understanding of today’s market conditions. That’s why we are providing the Green Industry Residential Market Report—to give businesses that serve residential lawn and landscaping professionals a step up on the competition.

Consumer Confidence Rising Cautiously

Although unemployment rates and payroll data continue to lag, consumer confidence is making a comeback in the residential market. According to the Thomson Reuters/University of Michigan Index of Consumer Sentiment, consumer outlook climbed to 82.5 after averaging 64.2 through the worst portion of the recession. But as consumer confidence climbs, challenges remain for residential lawn and landscaping professionals.

The insights don’t end here. Check out our other Big Picture features for more information on where the green industry is heading.

Request a printed version of the entire Big Picture report today, and get all of our insights and trends in one place.

Make Remarketing Work for Your Clients

editor — Tue, 13 May 2014 14:50:39 +0000

While planning a trip, have you ever visited a hotel website and then noticed for the next several weeks (or even longer) you keep seeing ads for that same hotel every time you go online? Is it just a coincidence? Probably not. You are likely being “remarketed” to.

What is ‘Remarketing’ exactly?

The simplest definition of remarketing is, “the process of reengaging a visitor or customer based on a recent interaction with your brand.” This reengagement might take the form of a postcard mailed to a potential customer after they have visited your store. It might also be a phone call from you to a customer whose purchases have lapsed. Today, however, the most common way of reengaging with customers is doing so online by serving digital ads to people who have previously visited a company’s website.

Why should I remarket? Won’t my potential customers feel stalked?

Not every visitor to your website is ready to take action. In fact, the majority of site visitors are simply doing research. But because they have already been to your site, they have some kind of awareness of your company or product, and likely have an interest. Giving those visitors a reminder that they have already been to your site will increase the likelihood that they will remember you when they ARE ready to take action. These visitors are much more likely to come back to your site and ultimately covert or make a purchase.

Many times, a visitor that has been remarketed to will not click on your ad at the time it is served to them. However, the likelihood that they will later visit your site and then covert is high — it’s called a “view-through conversion.” Our experience has shown that remarketing can often drive more view-through conversions than those attributed to the initial ad click.

How do I decide to whom to remarket?

Remarketing ads are served to your site visitors while they are visiting other sites on the web. It might be when they are visiting the WallStreetJournal.com, or their local television news site. Specifically who you should target depends on your objectives, but can fall into the following categories:

All site visitors — Do you have a site whose content changes frequently? Is there benefit to you and your site visitors to return again and again? If so, you might want to remarket to ALL visitors to your site, regardless of the action they have taken previously.

Site visitors who have not converted — Do you have an e-commerce site? If so, remarketing to people who have placed items in their shopping cart but did not complete the purchase would be appropriate. These people are much more likely to ultimately make a purchase from you — they just need a little nudge.
Even if you don’t have an e-commerce site, there is still good reason to remarket. Bringing back a site visitor to watch a video or download a sales sheet can move that visitor further down the purchase funnel, even if they have to visit a dealer at their brick and mortar storefront to make the ultimate purchase.

Site visitors who have already converted — Remarketing to visitors who have already converted can be effective if there is opportunity to cross-sell another product or service. These visitors have already engaged with your site, and they are more likely to do so again.

But my customers are professional tradespeople, not general homeowners.
Remarketing can be extremely effective at reaching a business-to-business audience, not just general consumers. One of our clients who sells lawn care equipment to professional landscape contractors drove nearly 1,200 site visits during the past month through their remarketing efforts, with 31 percent of all of those visitors ultimately converting. Another saw 22 percent of remarketing visitors convert, as compared to just six percent of general site visitors.

So, give remarketing a try. It could lead to better engagement with your brand and higher sales down the road.

Infographic courtesy of Internet Ideas LTD

The Big Picture: An Industry Snapshot (Part 1 of 4)

editor — Wed, 09 Apr 2014 21:14:57 +0000

If you want to successfully sell products or services in this industry, you better know your customers. That’s why we developed the Green Industry Snapshot. This quick visual guide compiles survey data from a variety of third-party sources in the industry—a great way to break down the outlook for residential and commercial contractors. All the survey data was collected from landscaping contractors themselves, because nobody can tell you about the challenges and trends in the industry as well as the guys working job sites every day.

Service Breakdown

Source: HindSite Software, (2013). Green Industry Benchmark Report.

Gross Sales

Source: Lawn & Landscape, (2013). State of the Industry Report.

Technology Usage

Source: Total Landscape Care, (2013). 2013 Landscaper Social Media & Internet Usage.

The insights don’t end here. Check back for more Big Picture features as they’re released, and see where the green industry is heading.

Request a printed version of the entire Big Picture report today, and get all of our insights and trends in one place.

Campaign Measurement: What is Success?

editor — Wed, 09 Apr 2014 22:20:18 +0000

Companies and organizations are becoming more insistent on knowing how their marketing campaigns are performing. So an obvious question is, “what do we measure?” Unfortunately, many green industry marketers and their agencies respond by asking “what can we (easily) measure?” That’s where the trouble begins. Instead, the right approach is to determine what should be measured. And the key question to answer at the start is “what is success?”

You are planning to implement a branding campaign — what is success? You are developing an integrated print and digital advertising program to support the launch of a new zero-turn radius mower to landscape contractors — what is success? You are revamping your website — what is success? You are considering a limited-time 20 percent discount offer to gardeners on your herbicide — what is success?

Not only ask yourself the “what is success?” question, but ask it of other stakeholders: the marketing director, your marketing agency, sales personnel and the product manager. If the program represents a significant expenditure, ask the CEO and CFO. All of the key individuals involved in implementing, funding and evaluating a planned marketing campaign need to be in agreement regarding what will constitute success.

Failure to align success expectations may lead to one individual expecting the next quarter’s sales numbers to increase significantly, while another wants to see higher brand awareness numbers, a third anticipates more website traffic and a fourth is hoping for lots of favorable comments regarding the ads. One person’s definition of success may be viewed by others as having little or no value. Another individual’s expectations may be well beyond the scope of what the campaign is capable of accomplishing. Adjust expectations and seek consensus as needed before attempting to determine metrics for the proposed program.

Metrics for marketing campaigns are often classified into one of three categories: attitudinal, behavioral and financial. The following diagram explains each and lists a few examples.

It is critical to recognize that the requirements for obtaining each type of metric are vastly different. Pre- and post-campaign surveys are often needed to measure awareness and attitude change. Online and/or offline tracking usually needs to be put in place to measure behaviors. Market tests, econometric models, transactional databases, surveys and other tools may be required for gauging the financial impact of the campaign — especially for green industry marketers that are not selling directly to their end users.

Recognize that a lot of planning, implementation activity and investment may go into measuring what should be measured rather than just what is easy to measure. Before launching your next major marketing program, come to terms with “what is success?” Then commit to measuring it.

Real Connection—Green Industry Branding in the Digital Age

editor — Tue, 22 Apr 2014 22:10:38 +0000

"It’s a truism of business-book thinking that a company’s brand is its 'most important asset,' more valuable than technology or patents or manufacturing prowess. But brands have never been more fragile. The reason is simple: consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos."

– James Surowiecki

Much has been written in recent years about the decline of brands in this age of information and consumer empowerment. A February article Twilight of Brands in The New Yorker, James Surowiecki persuasively questions some commonly held — and rarely questioned — beliefs about the value of brands. In a time when consumers have the ability to quickly look up and compare virtually any product or service, what is the value of brands in markets like the green industry?

Without question, instant access to information and the ability to share it has changed the game in every market. If the traditional role of brands as proxies for quality or service is no longer valid, as the author argues, what is the role of a brand? And, more specifically, what’s the role of brands in the green industry?

If you’ve attended an industry trade show in the past year or two, you know many significant product and service brands are actively supported for both professional and consumer audiences. But the question remains, what value do these brands provide the customer — or for that matter the distribution channel?

In his article, Surowiecki argues the main value of a strong brand is the ability to command a premium price. And while price and margin protection is important, I believe strong brands create something more enduring, something special that transcends the purchase: they’re building a bond.

These bonds, or connections, are built on rational and emotional levels that not only ensure ongoing sales, but they also inoculate brands to a degree from unforeseen product issues such as product failure or poor service. In fact, strong brand connections can even overcome what might seem like a rational decision. Ask an average marketing executive or product manager in the green industry who has created conversion programs targeting competitive product users through discounted pricing. Many landscape and golf maintenance professionals might not use competitive brands even if they were completely free. Not rational, but true.

Clearly, deep connections are central to the role of brands today. And as we all know, some brands develop those bonds better than others. Many of us have seen landscape contractors showing off tattoos featuring the brand of irrigation products they install or the mower they use. They personally identify with these brands.

It takes time and effort along with consistently positive customer experiences to create this type of bond, or as we like to call them: Real Connections. The following four phases illustrate a hierarchy of sorts for brand connection:

Green industry brands relying on innovative products alone can be successful but they are not as likely to reap the benefits of deep loyalty and advocacy unless they actively move their customers up this hierarchy of shared beliefs and values.

While articles such as Twilight of Brands challenge us to continually evaluate beliefs and perspectives, the changing digital landscape doesn’t alter the value of brands, it changes how much harder brands need to work in order to maintain and increase that value.

Bouncing Back: Four Trends to Watch as the Green Industry Rebounds

editor — Wed, 23 Apr 2014 16:51:09 +0000

As the spring season begins in earnest, recent industry reports and overviews point to solid growth for the green industry in 2014 and beyond. Despite a late arriving spring in many parts of the country, cautious optimism is the pervading theme from the residential lawn and garden segment as well as commercial landscaping. And the recent Golf Industry Show in Orlando, Fla., was a welcome breath of fresh air for a market that has been hit especially hard by the economic woes of the past five years. So what does this new found confidence mean for us green industry marketing communications professionals?

I suspect we can all agree green industry marketing has changed in multiple ways following the recent recessionary years. The following four trends represent things to consider for your marketing efforts in 2014 and beyond.

New Level of Scrutiny

It’s an understatement to say that marketing budgets have been scrutinized the past few years to a degree many marketers weren’t accustomed. The projects that were green lighted were under a microscope and hard questions were asked about results and ROI. And the silver lining is that savvy marketers may have even learned a thing or two along the way. Whatever happens in the next few years, green industry marketers should prepare to identify goals and clearly measure and optimize performance to achieve them. Read our recent post to get some tips to successfully measure your next marketing program.

New Products Galore

The green industry is a product-driven marketplace and, for suppliers in nearly every product category, stronger sales projections will accelerate the new product development cycle. R&D is a costly endeavor and challenging economics force brands to be more selective in what they bring to market. As the market rebounds, more new products will be introduced. Effective new product launches coupled with clear product line positioning will be critical for on-going success. And as new products enter the market, supporting existing products will also be equally important.

New Tricks, Old Rules

While the green industry has slowly moved out of its slump, marketing technology has leapt forward in the form of mobile, online video, social platforms and so on. As innovative, new products are launched and existing products enhanced, marketers must leverage these advances in new and inventive ways. But while we have an ever-growing number of tools in the toolbox marketers must remain focused on meaningful connections with customers — what we like to call Real Connections. We must leverage new mediums to address the needs of our customers at different points in the buying cycle, and after.

New Brand Initiatives

Like product development, many broader initiatives such as support of industry organizations or cause-related efforts to create greater brand appeal were shelved during the tough economic climate. Brands that were able to maintain focus on these programs are likely to reap the rewards as the market bounces back, but we can expect to see a recommitment to efforts beyond basic product marketing support as brands look to differentiate themselves and connect with their audiences on a deeper level. Learn more about the role of brands in the green industry here.

These are just a few of the realities green industry marketers are facing in 2014. And, certainly, each of these trends deserves deeper exploration in their own right — especially when considered through the lens of the green industry. In the coming months I urge you to check back for more posts addressing topics of importance to green industry marketers.

Building Strategic Partnerships for Your Brand

admin — Tue, 10 Dec 2013 20:31:23 +0000

Regardless of the industry you work in, you have probably worked with a strategic partner at some point. Strategic partnerships are particularly beneficial in marketing. In addition to sharing costs, these partnerships will also allow you to reach a larger, varied audience and build trust by associating with other valued brands. However, not all companies make great partners for each other. Here are a few things to keep in mind when deciding on strategic partners:

Choose a partner that enhances your capabilities by doing something you can’t. You shouldn’t be competing against your partner. Make sure the relationship benefits both organizations.
Establish joint goals and objectives. In order to make sure both parties are satisfied with the results of the partnership, outline expectations early on.
Define the roles and responsibilities of each organization. Much like the goals and objectives, these roles should be defined early on to ensure the partnership is positive and successful for both organizations.
Determine whether it makes more sense for this to be a short-term or long-term partnership. The purpose of the partnership will help drive the necessary length. Tradeshows may only require a short-term commitment, while other projects may work better longer term.

We strive to be good strategic partners for our clients. That means that we often see opportunities for our clients to partner with each other. Here are a few of the more recent examples:

Weatherby and Leupold

Weatherby makes rifles and Leupold makes riflescopes, so partnership opportunities abound.

When Weatherby held a brandsummit in 2012 to explore how manufacturers could pool resources to create more powerful marketing ventures, Swanson Russell represented Leupold to share information and brainstorm. One of the outcomes was Team Weatherby. Co-sponsored by Leupold, Team Weatherby is a select group of celebrities who serve as spokespersons.

Swanson Russell has also worked with Weatherby and Leupold to plan and implement joint press events and hunts, coordinate their participation in a media-sponsored roundtable, and provide products for each other’s photo shoots and PR endeavors. We often “cross-pitch” them for editorial opportunities, and schedule in-booth tours with key editors and writers at the hunting and shooting industry’s biggest annual trade shows. In the social media realm, we serve as a connection point for the Weatherby and Leupold Facebook pages, sharing content and ideas.

Turfco and Agrium Advanced Technologies

Turfco Spreader/Sprayers and Agrium advanced Technologies were a perfect match.

The Turfco Spreader/Sprayer saves lawn care operators time and money by making fertilizer applications more efficient. Agrium Advanced Technologies produces fertilizer that saves time and money by reducing the number of applications that need to be made.

Because Agrium needed to change market paradigms to be successful, we helped them develop a “Square Foot Advantage” calculator that allows prospects to compare their 4 or 5 or 6-time fertilizer application program to a 1 or 2 time application program with an Agrium fertilizer. When lawn care operators would calculate their square foot advantage, they were entered for a chance to win a Turfco package worth nearly $10,000 retail, but provided to Agrium at a very substantial discount. In exchange, Agrium gave the Turfco 3000i a great deal of exposure in print/digital ads and cross promotion in their respective booths at GIE+EXPO.

Cushman and Vanguard Engines

Vanguard needed a deconstructed vehicle frame to demonstrate the engine’s position within the vehicle, and Cushman delivered. Since both brands were exhibiting at this particular show, we worked with them to make sure that relevant collateral was shared between the two, increasing the impact that both brands were able to make.

Vanguard Engines power a variety of turf and construction equipment including select vehicles in the Cushman line of utility vehicles. Their existing OEM relationship made the choice to work together on a tradeshow exhibit an easy one.

The Power of Mobile in B2B Industries

admin — Fri, 12 Jul 2013 16:02:11 +0000

Like many of our clients in the B2B space, the sales team at Vista Professional Outdoor Lighting embraces mobile technology and uses it to help sell their products; whether that means they are using their latest app or getting the most current product information from their website. That’s why when we helped re-design their website last year, they opted to go the extra mile and optimize the site for mobile. As a whole, B2B businesses are adopting mobile at a rapid pace.

This is one example in a trend we are seeing of B2B marketers embracing mobile technology. We talk more about this and other examples in our whitepaper: Use Mobile Marketing to Make a Real Connection™ with Your Audience. Here are a few highlights:

Interactive Sales Materials

As the team at Vista would agree, tablets have become a staple component in most sales strategies. Beyond being convenient, they allow the sales team to increase the rate and frequency of their sales interactions. Tablets give you the ability to create charts, run comparisons or show product videos in the field. It’s also simple to convert your existing sales collateral into something that is mobile-friendly. Using these basic pieces, and interactive sales materials, the sales team is able to turn a simple presentation into an engaging experience for their customers.

Event-Driven Applications

Trade shows and other events provide a specific opportunity for B2B marketers. Show attendees may be able to download an app that helps them find your booth. Maybe you can provide special interaction for mobile users who are already in your booth. You can use short codes that trade show attendees can text to get updates on your booth promotion. Participants might even share content and conversation across social media related to your event activities. The opportunities for mobile interaction at events are virtually limitless.

Order Facilitation

Similar to the mobile e-commerce technology available in the consumer space, marketers in the B2B environment should consider mobile methods of enabling transactions. In addition to mobile sales materials, this process can help the sales team place orders while they are meeting with a client, or while they are checking inventory at a jobsite.

Maintenance and Industry Regulation Management

B2B brands, especially those in the construction industry, often face the challenge of operating in heavily regulated environments. Mobile technology has made it easier to stay up-to-date on current regulations and ensure compliance. There are also a number of apps that help you maintain the proper maintenance schedules and updates for equipment and fleet vehicles.

Mobile Customer Service and Support

In 2012, one of our clients, Vanguard Engines, took in-field customer service to a new level. By placing Quick Response (QR) codes directly on the engines, Vanguard was able to provide immediate troubleshooting information suited specifically for in-field support. Other B2B companies provide service and support through special applications or their websites.

Tablet Thought Leadership

Thought leadership blogs and articles are perfect content for tablets. Because of the relaxed nature of tablets, users are able to take a deeper dive into this type of mobile content. B2B brands are beginning to recognize this opportunity and are creating leadership platforms specifically for the tablet environment.

You can download the Use Mobile Marketing to Make a Real Connection™ with Your Audience whitepaper by visiting our website: www.swansonrussell.com/Mobile-Report.