Brands of all sizes, come sit down. We need to talk about your behavior on social media. It may be hard to admit, but no matter how close you feel to your audience, you have to remember that they’re not your friends. The sooner you accept that, the sooner you can enjoy the special opportunity you have as a marketer using social media.
Reaching your green industry audience online may seem like a daunting task – especially if your product is geared towards one of the niche parts of that market, such as greenhouse owners and managers or golf course superintendents. Regardless of the online audience you are after, following a simple set of rules can help streamline the process. This post looks at the steps to take in order to ensure that your next green industry online campaign is a successful one.
Agency, Construction, Green Industry, Outdoor Recreation
Real Connection™ is our foundation. It’s our way of describing how we bring our clients’ brands together with the people who use them. We get that it’s more than a purchasing decision; we want people to develop an emotional connection with our clients’ brands. In order to do that, we make an effort to fully understand our clients’ products and services – whether that means talking to the sales team at a trade show, visiting a dealership, touring the production facility or meeting for the sole purpose of product training.
How can you speak directly to end users of your products based on their geographic, climatic, and agronomic individuality, but still retain the economies of “mass” communication and not p*** off your distributors? My last installment, Localized Marketing Communications: Distributors + Local Chapter Trade Associations, focused on distributor-centric strategies that can help green industry marketers begin localizing communications, either in partnership with distributors or at the very least with their acquiescence. This installment will touch on ways you take those ideas a step further and begin personalizing the communications.
Exhibit booths. Handshakes. Business card exchanges. (Yawn.) While trade shows do offer green industry professionals the chance for face-to-face contact, it can be hard for exhibitors to stand out in a giant convention center filled with noise and visual clutter. If you’ve experienced this situation firsthand, maybe it’s time for you to reach outside your comfort zone and try using social media as a trade show engagement tool.