Grow With SMS

A Perfect Fit for Safety

2010-06-04T08:20:00.000-07:00

3M is now offering Thinsulate™ Thermal Insoles designed to make outdoor work more comfortable and industrial workers more productive. The proprietary combination of 3M™ Thinsulate™ Insulation technology and energy-return performance foam absorbs shock with every step.

To learn more about our Product Database, e-mail us at info@growwithsms.com

Kristen Hogrefe, SMS Product Specialist Team Coordinator
June 4, 2010

Simple or Custom Catalogs - Design Solutions for All Distributors

2010-04-06T05:25:00.000-07:00

In these lean times, more companies are looking to trim their catalog budget and still maintain their market presence. Here are some helpful ideas on using the alternate simple catalog design exclusively from SMS to economize and still sell smartly.

Custom or Simple – Which way should I go?
Simple catalog design begins with more effective use of valuable catalog real estate, displaying essential information only, and the effective use of color. Simple catalog approaches still get the word out but in a more compact and direct way. The real key to capturing the essence of your selling message by using the simple catalog design is to:
 Carefully choose your product selection – Select your best sellers first for sure and then specify your “underdogs” that show promise. Drop “tail-draggers” as they should not even be in the catalog equation.
 Select a clean template design – Standardize on a template design that is practical and allows for maximum use of product information on your page. Template treatments often establish a trademarked “look and feel” that is specific to your company mark.
 Plan on white space – Understand it is not necessary to fill every available nook and cranny on your layout. In fact, you can actually increase readability if you make tasteful use of white space.

Custom Catalogs Serve a Purpose Too
Unlike simple catalogs that typically are less than a hundred pages and contain usually no more than four to five product blocks per page, a custom catalog contains specialized brand-imaging features that address:
1.) Informational Blocks and Fillers – Typically industry standards like ANSI, OSHA, ASTM and CSA. Others contain the use of Industry Best Practices for a given product offering.
2.) Application Photos – Action shots that show the product in its natural habitat on the job such as a fall protection device like a harness, hard hat or safety glasses.
3.) Call-Outs and Charts – Sometimes called “stoppers”; refers to the use of bursts that say NEW, Now ONLY__, Cut-resistant ratings, etc.
4.) Price Customization – Quantity break specials, limited offers, special savings, etc.
5.) Multiple Product Blocks – As many as six or more on a given page per product offering

Simple or Custom - A Word about Use of Color and Position
Experts conclude that colorful catalog presentations sell more product. Design your simple or custom catalog so that it is appealing to read by maximizing the use of color. Choose a common typeface that is easily read and less taxing on the eyes.
Evidence also supports the conclusion that you should place your star performers in the upper right hand corner of a right hand page because that’s where the eye goes first when the reader opens your catalog. Secondarily, the upper left-hand position on an opposing page also bodes well for increased readership.
It’s Up to You
In the final analysis, the correct catalog solution is the one that fits your budget, existing customer base and your target audience. There are, however, a few key aspects of this catalog discussion to keep in mind.
First, if budget constraints are dictating your course of action in getting your catalog out, a simple catalog can fit the bill very nicely. Some presence is better than no presence. Saving 40% off a normal custom catalog can suddenly make you say…yes we can!
Secondly, the simple catalog approach allows you to use a finite budget appropriation and produce multiple frequencies or issues of your catalog throughout the calendar year.

If You’ve Got the Time…
Finally, if brand imaging is key and plays a major role in your overall sales mix, the custom catalog approach might work best because it gives you ample real estate and opportunity to reinforce those frontrunner sales messages and drive your core sales home. When budget is not a deterrent and pre-planning is meticulous, the custom catalog is your best answer.

About the Author:
Paul C. Simcock is a Project Manager at Safety Marketing Services - Brooksville, Florida, a technology-based marketing solutions provider for industrial safety equipment distributors, resellers and manufacturers providing expertly designed catalogs, print collateral, event displays and e-commerce websites.

To learn more about our “simple” solution, e-mail us at info@growwithsms.com.

A Simple Solution for a Difficult Problem

2009-11-17T08:17:00.000-08:00

What comes to mind when you think of the word “value”? Do you think quality or cost-savings? More than likely, you expect both.

Living and working in the reality of a weak economy makes businesses re-examine how they can provide their customers with a quality product, at a price their customers can afford, with an overhead the company can afford.

Not unlike other businesses, SMS has faced the same question. We specialize in custom catalogs, but comprehensive customization may not fit your marketing budget at the current time. We asked ourselves what we could do to offer a lower-cost catalog alternative while maintaining our quality standards.

What we arrived at is a concept we simply refer to as our “Simple Catalog.” Don’t let the word “simple” fool you; we dedicate the same attention to internal proofing and, as always, work with suppliers to guarantee your product content is current and approved for your project. You still choose your exclusive product selection, receive one-on-one project management and enjoy a professionally designed cover representing your corporate brand.

The difference lies is a more simple design and fewer production proofs, resulting in a shorter catalog process. The overall page layout focuses on representing each product in an equal fashion, greatly reducing the amount of design time and costs (as required in custom layouts).

There is no easy answer to correct today’s economic situation, but SMS is doing what we can to offer you one “simple” alternative that may help fit a smaller budget and still provide a quality product for you to use in marketing your business.

Kristen Hogrefe, SMS Product Specialist Team Coordinator
November 17, 2009

To learn more about our “simple” solution, e-mail us at info@growwithsms.com or visit our Simple Catalog Program page for additonal info.

Staying Focused on Promotions

2009-11-06T05:34:00.000-08:00

Touring the expo hall at last week’s National Safety Congress it seemed at first like the economy was causing exhibitors to do whatever promotions were necessary to survive. It was interesting looking at my notes from this year and comparing them to the first national safety show I attended back in 1994. Despite seeing a decrease in attendance over recent years, it was interesting to gauge the ebb and flow of supplier promotional activity this year. Compared to previous years, promotions were more focused on service and quality; as a result I believe the industrial safety distribution network will be more active in the next few months.

Extreme marketing and promotions of product and price do not have to be shrewd or tactical. I admire the scope and sheer precision of McDonald’s staging a full-frontal assault on Starbucks. The company’s thoughtful and well-funded McCoffee “McBlitz” is doing its job - freaking out Starbucks while scraping away at market share.

How can that analogy translate to hard hats, vests and fall protection harnesses? No matter what the product or service you offer, freebies and promotions have to be done with precision and ample focus to ensure success without hemorrhaging profits. Supposedly, two million people took advantage of Denny’s free “Grand Slam Breakfast” which followed shortly after being promoted during the Super Bowl. Will that, beyond the obvious short-term public relations frenzy, actually deliver substantive, long-term results to the company? You may have 1,000 workers come through your on-site turnaround trailer or shoe mobile because you gave out donuts but foot traffic doesn’t necessarily equal profit when freebies are involved, and they need to be planned out or they will backfire. Getting people in the door is one thing. Getting them in the door again, with the intent of spending is something quite different.

Here are few ideas for marketing directors of industrial safety and fire equipment distributors:

1) “BE PREPARED” – Follow the Boy Scout motto when activating any promotion that is going to pull product, service, or some combination of the two. An inability to deliver on your promise can cause more harm than good and actually have a detrimental effect on your promotion. Running out of the product or having service issues that anger customers are two obvious unwanted results.

2) Listen to your supplier partners and know what is being given away. If it’s going to be free, it needs to be both memorable and core to your mission; a signature offering for which people will return. Don’t get people excited about something they will never see again, don’t go cheap to save a few dollars and don’t change something for the promo that will take away from your core concept. It doesn’t matter whether it’s an eyewear case, safety lanyards or elbow pads. You can bundle several products into the price of one that someone pays for, creating the illusion that it’s “free.”

3) Get them to come back. Any promo that doesn’t have a bounce-back effect is self-defeating. Years ago, when I worked for an industrial distributor, I followed this principle during a prescription safety eyewear promotion. When a client received a new pair of glasses, they were given a sample of our private-label lens cleaning towelette and discount certificate for a future purchase of a lens cleaning station from one of our regional distribution centers. This motivated the client to return and “shop” for more. It also gave the regional locations opportunities to up-sell and increase referrals of new customers. Within a year, the lens cleaning products ranked third in most products sold with an average profit margin of 35%. A freebie with no call to action is a freebie without legs and doesn’t generate profit.

4) Collect data on your new customers. When they call or come in, identify them and enter them into your database for future promotions and opportunities. There are many ways to do this, a fish bowl placed on a will-call counter for a gift certificate drawn at the end of the month or a complimentary respirator fit-testing on their service anniversary are two examples.

5) Pulse the promotions. The first time may well be “free” and makes the customer feel good, but when offered too often, they lose their effect and the customer begins to expect it. Use timing (e.g., monthly, quarterly, seasonally) as a guide, and experiment to see what works. Remember, promotions that recur too frequently create the negative result of conditioning customers to hold out for the promotion and never pay full price again.

6) Finally, figure out ways to make your generosity pay for itself. If there’s an inexpensive way to drive traffic and exposure, go for it. This could mean promoting internally through e-mail campaigns, brochures, direct mail postcards, a banner on your website, etc. Maybe for one month, your customer service or inside sales team mentions a new product or service being offered during each phone call. You could foster charitable partnerships that make use of customer, supplier and distributor relationships for mutual benefit or giving a percentage of added proceeds to a local charity to get people spending a few extra dollars and feeling good about the sale. From experience, I found this works better for the bottom line with sales from high-end or premium products.

Giving things away can be good or bad depending on your approach; if done right, promotions can be invigorating and profitable. So get excited, design one that works for you, fire away and review any feedback and track your results.

Todd Guenther, SMS Product Manager
November 6, 2009

Todd Guenther is a 15-year veteran of the safety and fire equipment industry and works with small to mid-size industrial distributors to develop custom marketing and business development projects such as print catalog, eCommerce websites and trade show materials.

For more information about SMS, visit http://www.growwithsms.com/ or email info@growwithsms.com

USFA Report reveals 118 Firefighters died on duty in 2008

2009-10-22T11:27:00.000-07:00

The United States Fire Administration (USFA) released the report Firefighter Fatalities in the United States in 2008, which revealed that of the 118 firefighters who died on duty, 45 died of heart attacks, which continues to be the most frequent cause of death for firefighters.

The causes of death among firefighters are well known and the steps necessary to protect firefighters have been studied and reported in numerous forums,” United States Fire Administrator Kelvin J. Cochran said. “We must take the necessary steps to ensure, as much as possible, all firefighters return from every call, safely.”

The USFA is the single public agency source of information for all on-duty firefighter fatalities in the United States each year. The report continues a series of annual studies by the USFA of on-duty firefighter fatalities.

Firefighter Fatalities in the United States identifies all on-duty firefighter fatalities that occurred in the United States and its protectorates during the calendar year and provides circumstances surrounding each occurrence. An overview of the 118 firefighters that died while on duty in 2008 finds:
• The total breakdown included 66 volunteer, 34 career and 18 wildland agency firefighters
• There were 5 firefighter fatality incidents where two or more firefighters were killed, claiming a total of 18 firefighters' lives
• 26 firefighters were killed during activities involving brush, grass or wildland firefighting, more than twice the number killed the previous year

Activities related to emergency incidents resulted in the deaths of 75 firefighters:
• 28 firefighters died while engaging in activities at the scene of a fire
• 21 firefighters died while responding to, and three while returning from, emergency incidents
• 12 firefighters died while they were engaged in training activities
• 13 firefighters died after the conclusion of their on-duty activity

For 32 years, USFA has tracked the number of firefighter fatalities and conducted an annual analysis. Through the collection of information on the causes of firefighter deaths, USFA is able to focus on specific problems and direct efforts toward finding solutions to reduce the number of firefighter fatalities in the future. This information also is used by many organizations to measure the effectiveness of their current efforts directed toward firefighter health and safety.

The National Fallen Firefighters Foundation, which worked closely with USFA on this report, also maintains a list of firefighters who die in the line of duty and are honored during the annual National Fallen Firefighters Memorial Weekend held each October in Emmitsburg, Maryland.

Source: www.usfa.dhs.gov

Todd Guenther, SMS Product Manager
October 22, 2009

For more information about SMS, visit http://www.growwithsms.com/ or email info@growwithsms.com

The 4 P’s of Marketing: Product, Price, Place & Promotion

2009-10-16T10:59:00.000-07:00

Part 4 of 4: “Promotion”

We conclude this four-part series by exploring various promotional or branding concepts within the marketing mix.

Promotion includes advertising, sales promotion, education, publicity and personal selling. It means taking the research of your target market and directing the product, price and distribution plans into a format that will capture someone’s attention.

In the context of the marketing mix, the promotion represents the three other aspects of communicating information about the product or service with the goal of generating a positive “buzz” or customer response. Decisions and tactics made on how a product or service is promoted may be directed individually or you may chose to combine multiple strategies or cross-promotions. Two decades ago the shotgun approach or “spray and pray” method as it was called, worked very well; the idea of taking aim at several target markets, using the same marketing strategy for all of them was profitable. However, economics have changed the marketing playing field rapidly and advertising is among the first line items cut from a budget to reduce costs. This means research of your target market and carefully planning your promotional agenda is critical before executing any type of marketing campaign.

Here are a few of the more popular marketing communication strategies:
• Personal selling and utilizing a sales force, including inside sales and customer service
• Advertising through traditional and non-traditional media
• Cross-promotions with a strategic supplier partner
• Trending by demographics
• Creative packaging
• Product bundling
• Sales promotions
• Public relations
• Product tie-in

One of the most talked about examples of successful marketing in pop-culture is the story of E.T. and Reese’s Pieces candy. It is a fact that Stephen Spielberg had first asked Mars M&M’s to use their famous name brand, but was turned down for unconfirmed reasons. He then went to Hershey’s and requested the use of Reese’s Pieces. They saw the potential and stepped up and donated their candy along with a million-dollar cross-promotional tie-in at the same time the movie opened in 1982. Wall Street saw Hershey’s stock rise 85% in less than two weeks. In the same amount of time, shares of Mars M&M’s dropped 65% in value.

The concept of “Social Media Publicity” started taking off with the rise of e-mail followed by internet chat rooms. Here’s another example of a unique marketing strategy that produced triple-digit ROI:

In 1999, “The Blair Witch Project” was released. This independent movie, produced in nine days for less than $150,000 was promoted through a carefully constructed teaser campaign which primarily consisted of internet messages targeted at mid-teens and young-adults eight months before the movie was released. The massive buzz that the chat room campaign created resulted in the movie making $248,639,099 worldwide.

Promotions go beyond movies, radio and newspapers. Media advertising, trade show and direct-mail businesses are billion-dollar industries each, where companies vie for the attention of buyers in every way possible. Does that mean using flashier graphics or fancier gimmicks will sell more product than your competitor? No, because sometimes the simplest approach is the more successful one.

On the same note, marketing experts will also tell you that, given enough time, what goes around will come back around again and “Retro” will never go out of style. Sometimes you have to use what resources are available. Plan ahead, research, hire an outside consultant if needed, ask the unasked questions, listen to the response then revise. Once your plans are executed then follow up, ask more questions, learn from risks that were taken then start the process over.

When it’s done right, promotions can make profits soar.

"It used to be way back in the stone age of 2004 that the digital person would simply say, 'We've got lots of online buzz,' and you just never knew what that meant.” - Christine Birch

Experts say the next generation of consumers are moving faster, thinking faster and making decisions more rapidly than their parents did. In addition, they are taking more educated risks and looking for eye-catching trends outside the mainstream. Tomorrow’s generation of successful promoters will use the influence of instantly streaming information to network information and communicate via text messaging and social media sites beyond the current sites like Blogger and Twitter.

Industry executives are finding it's important to track the instant reactions to their new offerings, and companies are springing up to provide tools that both monitor and analyze buzz on social networking sites. Buzz is the amount of chatter or interest in a product or service, which can increase awareness and help drive sales.

The forecast is manufacturers will increasingly rely on Blogger, Twitter, Facebook or similar online social networking feeds to gauge the popular buzz on products before they come out, in a move reflecting the transition of power a new generation of purchasing directors will have over once-popular focus groups or detailed surveys.

“The writing is on the wall much quicker than ever before,” said Pete Blackshaw, executive VP of Nielsen Online - Digital Strategic Services. “If you know the dog's not going to hunt, at what point do you start to get more efficient and say, we're not going to spend everything, maybe we save the marketing budget for something else.”

If industrial distribution trends persist, based on recent months, the growing influence of online word-of-mouth will impact a world where a Twitter comment can help break or make a marketing promotion plan. Tools are being developed like TrendRR and Fizziology to measure online buzz, valuable research which will strongly impact the future decisions of corporate marketing directors.

"What's really cool about this is the fact that we're not only listening in to the chatter but we’re tracking what’s being said; and our clients are paying attention," said Ben Carlson, co-creator of Fizziology. A creation of advertising firm Bradley and Montgomery, Fizziology creates weekly charts showing what consumers are talking.

Christine Birch, president of marketing at DreamWorks Studios, "It used to be way back in the stone age of 2004 that the digital person would simply say, 'We've got lots of online buzz,' and you just never knew what that meant.”

Some experts say this is the future of market research.

If you’re not already beginning to apply social networking media strategies to your business plan, within a short time you might very well be invisible to the next generation of purchasing managers. The key is to learn about your market and what efforts you can make to bring the most profit from a particular target. Going too far you may risk losing your core buying audience; not doing enough runs that potential risk too.

Like each of the other three P’s in this series, marketing is a science and in addition to product, price, place and promotion it also takes research, patience, planning and risk. If you remember one thing from this series, the success of any product or service depends on the abilities of the production team, the pricing manager, the distribution channel and the promotional efforts all working together, efficiently and effectively.

Sources: Alex Dobuzinskis, Reuters News Services and www.marketingmix.net

Todd Guenther, SMS Product Manager
October 16, 2009

For more information about SMS, visit http://www.growwithsms.com/ or email info@growwithsms.com.

EPA’s Proposed Ruling for Hearing Protection

2009-10-12T06:43:00.000-07:00

Keeping up to speed with the industry’s latest standards and regulations can be a full-time job. At SMS, our product specialist team stays current on ANSI and OSHA compliance so that the product copy in our distributor catalogs reflects the latest information.

One important change we want to pass along is the proposed EPA ruling that is likely to revise how hearing protection devices (HPDs) are tested, rated and labeled.
The visible change will involve the way HPDs present the noise reduction rating (NRR), which describes the average sound level reduction, the attenuation in decibels (dB), that a hearing protector provides.

Instead of appearing as a single-number rating, the NRR will likely appear as a two-digit range to indicate the level of attenuation possible, depending on the employee’s level of training and motivation.

The proposed rule was published in the Federal Register August 5 and will go through a public comment period, ending November 4, 2009 (as well as a public hearing in October). Once that period ends, the EPA will issue a final rule, perhaps before year end. The current proposal states that manufacturers will have 30 months (2 ½ years) from the effective date of the regulation to comply with the new requirements.

To learn more, visit http://www.epa.gov/EPA-AIR/2009/August/Day-05/a18003.htm

You might also want to check out some websites from the industry’s hearing protection manufacturers. These include: www.NRRUpdate.com, www.howardleight.com/bestpractices, and http://www.moldex.com/non-product/tech-briefs/hearing/new-nrr-rating-system.php.

Kristen Hogrefe, SMS Product Specialist Team Coordinator
October 12, 2009

For more information about SMS, visit http://www.growwithsms.com/ or email info@growwithsms.com

The 4 P’s of Marketing: Product, Price, Place & Promotion

2009-10-07T05:44:00.000-07:00

Part 3 of 4: “Place”

Continuing our four-part series on the marketing mix, this segment explores the concept of placement, also known as distribution, or how the product goes from production to the consumer.

Like the previous two P’s this third ring of the marketing mix involves some complex strategies. The economy, delivery choices and research/buying trends of your customers will dictate how you develop your own plan. I’ll highlight a few of the more popular concepts, however it is recommended that you regularly examine your business, adjusting your own strategy to meet the demands of your customers and specifically identify how and at what cost your products or services are being distributed within your target market.

• Consider that product placement or distribution is viewed differently depending on your product or service. It is important to identifying specific segments and address unique buying patterns (young adults, families, business people)
• An e-Commerce solution appeals to a growing generation of buyers where others may prefer to page through a catalog
• An industrial equipment distributor could require customers to pick up their orders at a local retail center, on-site trailer or investing in a truck or van to make deliveries
• Installing vending machines offer some benefits, especially in remote areas
• Counter or Point-of-Purchase (POP) displays create opportunities for impulse sales
• A geographic region and environment plays a factor; if you are located in Pocatello, Idaho there may be added costs or time for a shipment to reach a customer in Plantersville, Texas

If marketing is about drawing the consumer to your product, then distribution is about getting the products out to the consumer. The following are some major placement strategies:

DISTRIBUTION CHANNELS – Two types of channel distribution methods are available
• Indirect distribution involves distributing your product by the use of an intermediary for example a manufacturer selling to a wholesaler and then on to the retailer. This is the case for many industrial safety equipment manufacturers who sell through distribution in order to gain market share and increase their footprint locally as well as globally.
• Direct distribution involves distributing direct from a manufacturer to the consumer. The advantage of direct distribution is that it gives a manufacturer complete control over their product and targets specific customers.

SPECIFIC CHANNEL MEMBERS – refers to an organization who distributes their product at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If an organization underestimates the demand and customers cannot purchase products because of it, profitability will be affected.

MARKET COVERAGE – Depending on the type of product being distributed there are three common distribution strategies available:
• Intensive distribution: Used commonly to distribute low priced or impulse purchase products. How often have you seen someone pick up a candy bar or gum at the register?
• Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. When was the last time you bought a new car? You don’t pick out a BMW at the grocery checkout stand.
• Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.

Source: http://www.learnmarketing.net/

Other functions that need to be considered when designing a placement strategy include inventory management, warehousing, distribution centers, order processing and invoicing and transportation. Again, this is just the tip of a larger concept. Please consult with your industry experts.

Next time we’ll tackle the final piece of the marketing mix puzzle – the packaging and promotion of products and services.
If you remember one thing from this article it is that one of the main keys to the success of any marketing program is the ability to shape marketing mixes that meet the nature and needs of your specified target market

Todd Guenther, SMS Senior Project Manager
September 30, 2009

For more information about SMS, visit www.growwithsms.com/ or email info@growwithsms.com

New Kid on the Block

2009-10-05T05:28:00.000-07:00

My first day at Safety Marketing Services was an unforgettable experience. I dealt with all the regular emotions one goes through when starting a new job: anxiousness, excitement, fear and optimism.

What made this day truly memorable, however, was the way I was greeted. The team welcomed me with smiles and firm handshakes. I realized that SMS is a marketing company with a “family feel.” SMS takes a personal interest in its employees and customers. One might ask, “What does that have to do with success in the marketing industry?” My reply would be, “Quite a bit.”

Marketing is a huge part of the American culture. It generates the economy and simultaneously provides end users with industry-specific knowledge. I don’t know about you, but when I call a company to get information, the last thing I want to hear is an automated voice machine screening my information. I want to know that a human being with comprehensive reasoning skills is waiting on the other end. At SMS, our team is waiting and ready to answer your questions and serve you in any way we can.

What makes SMS so unique is the ability to custom-design web and print catalogs for our customers. Customers are active parts of the creation process and are encouraged to communicate directly with our team of Project Managers. I soon found out that our Project Managers are the voice of the project. They are pleasant to talk with and make sure that the customer’s voice is heard.

Besides the personable touch, I was greatly impressed with the myriad of data information. SMS has a mountain of resources and keeps information up-to-date. In a world where safety standards are constantly changing, SMS knows how to keep things current.

As I continued my training, I quickly realized a huge part of my job is making sure that all information is accurately and consistently represented. SMS Product Specialists have even developed a set of consistency standards that include the finest details of a customer’s catalog. It’s our assurance that every inch of our customer’s projects have been reviewed by several sets of eyes.

After my first day, I was left thinking: “Raw data does not look very pretty.” Indeed, it did not. As my first week continued, I was introduced to a “dream team” of Graphic Artists. My black and white content, trapped in walls of black squares, was now alive! My eyes dazzled as my product copy jumped out at me in creative colors of green and purple. Not only did the design look professional, but it was also appealing to the eye.

Later, I was introduced to our E-Commerce Specialist, Brady Price, who showed me how our E-Commerce system worked. Being an online-shopper myself, I couldn’t help but appreciate how easy and efficient the system is.

When I first came on board with SMS, our new website was in its final stages of development. Since I have been here, our website has officially launched, and I have found it to be a helpful resource in learning about everything SMS has to offer. I encourage you to take the journey I did and check it out!

Rachel Waugh, SMS Product Specialist
October 5, 2009

For more information about SMS, visit http://www.growwithsms.com/ or email info@growwithsms.com

The 4 P’s of Marketing: Product, Price, Place & Promotion

2009-09-30T05:24:00.000-07:00

Part 2 of 4: “Price”

Continuing our four-part series on the marketing mix, this time we will explore the pricing aspects of the marketing mix.

Price refers to the process of figuring the total cost of creating, and then setting a sales figure for a product, including discounts, to generate a return. Prices have not always been monetary; historically, products or services offered were negotiated, traded or bartered for something else. The basic element of price means what is agreed to be exchanged for one thing from another. In today’s language of commerce, this is defined primarily a financial transaction.

Setting price methods is considered a science. It is one of the most important parts of the mix because it generates turnover, moves inventory and hopefully a profit for the bottom line. The remaining 3 P’s (Product, Place and Promotion) are the variable cost. What it costs to produce and design a product or service, what it costs to inventory, distribute or place a product in the market and what it costs to promote it in order to generate buzz – all which hopefully lead to sales.

Price must support each of these other elements of the mix. Pricing is difficult and must reflect both the supply and demand of a sales relationship. Setting the price of a product or service too high or too low could adversely affect future sales.

Pricing should take into account the following factors:
• Fixed and variable costs
• Competition
• Company objectives
• Proposed positioning strategies
• Target market group and willingness to pay

Here are some examples of what can be applied individually, or combined:
1) Penetration pricing: the price is set low to increase sales and market share
2) Skimming pricing: the price is set high initially and then slowly lowered to make the product available initially to a select audience and then to a wider market (the objective is to skim profits of the market layer by layer)
3) Competition pricing: setting a price in comparison with the competition.
4) Product Line Pricing: different products within the same style or type have different price points. An example would be an industrial safety equipment distributor offering different gas detection instruments with different features at different prices. The greater the features and the benefits obtained, the greater the price. This maximizes inventory turnover and profit.
5) Bundle Pricing: the business bundles a group of products at a reduced price. An example would be to bundle a pair of prescription safety glasses, a dozen lens cleaning tissues and a breakaway neck lanyard.
6) Psychological pricing: Here the subliminal cost savings allows seller to apply the psychology of price and the positioning of price within the market. A hard hat sold for $19.95 looks better than $20.00 and the buyer believes they are getting a good bargain.
7) Premium pricing: the price set is higher to reflect the exclusiveness of the product. For example, Harley Davidson safety glasses compared to a similar safety eyewear.
8) Optional pricing: the business sells optional extras, warranties, repairs or servicing along with the product to maximize turnover. This strategy is used commonly within the technical, instrumentation or SCBA categories.

Source: www.learnmarketing.net

After looking at your marketing mix you may find discrepancies that surprise you. Always make sure that your marketing mix has a message that speaks in unison.

Since the early 1960’s, the marketing mix has been defined as a means to create, keep and satisfy a customer. It is common throughout the marketing industry that decisions are made following variations of four basic common denominators: product, price, place and promotion. Imagine them like four separate spotlights (see diagram). These parameters allow the marketing manager to focus and overlap each one towards the target market, more specifically, the customer that will bring in the most revenue or repeat business. Although highly subjective, this four-part series is designed to offer ideas on interpreting each category.

Next time, we’ll discuss the concepts of: Placing/Positioning

Todd Guenther, SMS Senior Project Manager
September 30, 2009

For more information about SMS, visit www.growwithsms.com or email mailto:info@growwithsms.com

Are You Safely Prepared?

2009-09-25T05:22:00.000-07:00

It is just a matter of time before most of us will have to deal with some sort of disaster that will interrupt our standard way of life. If we depend on our luck, or worse depend on someone else to take care of us when disaster comes our way, then we are like the proverbial ostrich with its head in the sand.

Disaster stories monopolize the media and we hear about entire communities faced with situations of no food, water, electricity, first aid and no rescue available for days, sometimes weeks. Some disasters happen without warning while others have plenty of warning that goes unheeded.

Every type of disastrous situation can jeopardize our safety!
Being prepared for disaster is as simple as making up your mind to do so and then following a few common-sense guidelines. Being prepared not only offers peace of mind, but it also empowers us with knowledge that could save lives.

The American Red Cross offers substantial courses that help to prepare for emergencies. Go to www.redcross.org for complete information.

Visit Federal Emergency Management Agency (FEMA) www.fema.gov. Their Plan Ahead and Are Your Ready information is invaluable.

In the meantime you can effectively start preparing for disaster safety at your own workplace, home or school by following these simple steps:

Put together a plan-of-communication to initiate if all phones, electricity and transportation become inaccessible.

Assemble a survival kit for each person that includes non-perishable food, water, hygiene and medical requirements enough to sustain each individual for a minimum of 7 days.

Decide on a plan-of-action that includes maps, primary and alternate evacuation routes and assembly destinations. Ensure the routes would be accessible without any usual modes of power, communication or transportation options.

Share your preparedness information with family, friends, neighbors and colleagues. This will encourage them to also prepare and it will help support your own safety efforts in the event of an emergency.

When disaster strikes, there is no room for panic but most certainly some people will. It’s far less likely that anyone who’s prepared, knowledgeable and who has a plan will respond in panic.

September is National Preparedness Month. For even more information on how you can get ready, visit http://www.ready.gov/ There’s no better time than now to get prepared!

Sherri Nance, Senior Project Manager
September 25, 2009

For more information about SMS, visit www.growwithsms.com or email info@growwithsms.com.

The 4 P’s of Marketing; Product, Price, Place & Promotion

2009-09-23T06:32:00.000-07:00

Part 1 “Product”

The marketing mix has been defined since the early 1960’s as a means to create a customer, to keep a customer and to satisfy a customer. It is common throughout the marketing industry that decisions are made following variations of four basic common denominators: Product, Price, Place and Promotion. Imagine them like four separate spotlights, these parameters allow the marketing manager to focus each one towards the target market, the customer that will bring in the most revenue or repeat business. Although highly subjective, this four-part series will share some insight on how you can interpret each category.

The first part of this series is Product:

The term “product” refers to a tangible item as well as a service provided. Here are some examples of the product decisions to be made:

• Brand name
• Functionality
• Styling
• Quality
• Safety
• Packaging
• Repairs and Support
• Warranty
• Accessories
• Service

The product aspects of marketing involve details and specifications of the actual goods or services and how the features bring an advantage or benefit to the end-user. This could possibly include warranties, guarantees, and customer support.

If you participate in the supply chain, industrial distribution or B2B marketing, then you must also account for the long term contractual agreements with your end-users and suppliers that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at product marketing from a long term relationship perspective rather than individual consumer transactions.

You must coordinate your marketing elements to your prospective customer in a way that will draw them closer to you, not drive them away. Consistency in your message is vital. Consider the following example:

You are an industrial safety equipment distribution company that also specializes in construction safety and you cater to government contractors. The products you offer can also be found in any big box retail outlet. Your catalog hasn’t been updated since 2007 which conflicts with the magazine advertisements and promotions being placed by your preferred suppliers.

Do you see where the problems are? Too much confusion can drive customers away. While the example sounds humorous, we work with customers who have faced that same scenario. They have resolved to focus their resources towards a specific target, bringing in new prospects and repeat business, by using a consistent message in print, on the web and through trade show banners and displays.

After looking at your marketing mix you may find discrepancies that surprise you. Always make sure that your marketing mix has a message that speaks in unison.

Todd Guenther, SMS Senior Project Manager
September 23, 2009

For more information about SMS, visit http://www.growwithsms.com or email info@growwithsms.com

Sharing Success: Here’s a Free Tool that Can Help

2009-09-22T04:46:00.000-07:00

As a business-to-business provider for print and web media, SMS wants to help your company succeed through marketing promotions. At the same time, if we can share any tips we’ve learned along the way that might help your company communicate more effectively, all the better.

One of these is a free service from Google called Google Docs. Maybe you’ve heard of it; maybe you haven’t. We learned about it last December, and it has proved to be an immense help in tracking internal and external communications.

The problem we were facing is one common to many companies: shared spreadsheets that only one user can modify at a time. Whether you’re tracking detailed project timelines, proof approvals or internal assignments, having to wait your turn to modify a spreadsheet can become annoying.

Google Docs has virtually eliminated that problem for us. It allows you to upload Excel, Word or PowerPoint documents from your desktop (2003 or 2007 files), download documents back to your desktop, securely store the files online, choose who can access the documents, limit access, set notification rules, and edit from anywhere. And the best part is, multiple people can work in the document simultaneously, and it will save all changes in real time.

As with any free service, there can be a drawback. I can think of two times within the last nine months when the service “froze” or would not allow me to access files. My remedy for that has been to regularly save my documents back to our server.
To learn more, search for “Google Docs” in your Google browser. You can even take a tour and recommend new features.

SMS is always looking for ways to grow business – yours and ours. If you’ve discovered a helpful service you’d like to share with us, let us know. We want to listen and learn about new tools and technologies available so that we can ultimately provide our clients with a better product.

Kristen Hogrefe, SMS Product Specialist Team Coordinator
September 10, 2009

For more information about SMS, visit www.growwithsms.com/ or email info@growwithsms.com

For the Love of Safety

2009-09-18T05:19:00.000-07:00

In a recent article by Occupational Health and Safety (2009), a Ronkonkoma, New York masonry contractor was severely fined after an OSHA inspector from the Queens District office drove by Painting and Decorating Inc. and observed employees performing stucco work on a 13-foot-high scaffold without guardrails or a fall protection system. After a full investigation into the matter, the inspector discovered that this particular masonry contractor had a history of worksite safety violations. Namely, the absence of a fully planked scaffold and no follow-through to make sure the workers had protective helmets! The contractor came out of the ordeal with $120,750 in fines.

My first thought is a whooping “Duh.” Employers have a responsibility to make sure that their employees are safe while on-the-job. The money that will now be spent in fines could have been saved. Better yet, the money could have been used to purchase life-saving equipment for the employees. Sadly, this will take a heavy financial toll on the contractor and in turn on the workers in the midst of a rough economy.

At Safety Marketing Services, we believe that safety is a family value. The drive at SMS to produce excellent web and print industrial safety catalogs, rich with accurate and current product information, comes from our love of and belief in the value of safety. SMS Product Specialists stay up to date with ANSI and OSHA standards and take the time to communicate with vendors to make sure their respective industry products are accurately represented. We want the end users reading the copy in our distributor catalogs to have the right information so that they can make educated and informed decisions when deciding what safety gear to use. We recognize that standards change on a day-to-day basis. Many times, employers are not aware or sometimes don’t have time to follow these changing standards. That is why SMS is resolved in being one of the best resources available in assuring that product selection meets the latest standards in safety.

We recognize that employers have a huge responsibility for the safety of their employees. At SMS, we recognize that our responsibility lies in making sure that we deliver the marketing resources that can help them fulfill that important responsibility.

The real un-nerving conclusion to me about this story is that this particular contractor ignored previous OSHA citations. The protection and safety of men and women who are on-the-job is vital. It can be tempting to want to cut corners during this tough economy, but the place to cut corners should never be the personal safety of the American worker. At the end of the day, everyone wants to go home safely to their families. Here at Safety Marketing Services, we want to make sure that happens.

Rachel Waugh, SMS Product Specialist
August 18, 2009

For more information about SMS, visit http://www.growwithsms.com/ or email info@growwithsms.com

Print Catalogs or Web Media….why not both?

2009-09-11T12:09:00.000-07:00

We’ve all heard stories of how the internet is rapidly becoming the only media to economically market your services and products. It’s fast; it’s effective and using eCommerce websites can even cost less than printing a full-color 200+ page catalog. However, did you know that relying exclusively on web media alone could be damaging to your business?

The facts are that printed catalogs provide a very real visual impact, a “touchy-feely” kind of experience that buyers don’t get from the web. Print catalogs provide multiple, visual options at a glance allowing buyers to compare products side-by-side; something a website requires navigation to do. A well designed catalog demonstrates strength and a commitment to service an industry while websites can be published by most anyone.

Even with the flexibility and portability of laptop computers, buyers expect the ability to travel and to share catalogs in places where Wi-Fi or electricity may not exist. Remote worksites, fleet trucks, construction sites, are just a few places where product requisition decisions are quite often made. Not all buyers have the luxury or time for sitting at a computer to “shop around”.

There just can’t be enough said to support the undeniable portability and visual appeal of a well-designed printed catalog.

While there are many reasons that print catalogs will always be a solid solution for marketing your services and products, catalogs do not over-shadow the benefits of providing your customers with a related web-based solution too. Catalogs should provide a shopping tool and they must direct customers to your website. Once there the buying experience takes over.

After a customer has made their buying decisions they expect to get an order placed with the least amount of effort on their part. Buyers require a solution that is secure, easy to navigate and immediate which means a well constructed eCommerce website that directly correlates to a printed catalog.

Your eCommerce website should be inviting with attractive visual graphics and easy navigation tools that enable buyers to place, edit and track their orders instantly.
Keeping your website updated frequently with regulatory and products changes, refreshed visual graphics and easy-to-find beneficial information, will enhance a buyers experience ensuring their repeat business.

Supplying your industry market with impactful printed media that counterparts a well designed website will ensure buyers have the tools they need to do business with your company. Displaying your marketing strength by providing both a printed catalog and an impactful eCommerce website helps to set you apart from the companies who believe that one type of marketing is better over the other. In the current economic climate, companies are well advised to do both!

Sherri Nance, SMS Project Manager.
September 11, 2009

For more information about SMS, visit http://www.growwithsms.com/ or email info@growwithsms.com

New Attaché Tabletop Display from SMS

2009-08-27T06:12:00.000-07:00

Dramatically showcase your products or services with tabletop ease with the New Attaché Tabletop Display from SMS. This unique and very portable marketing tool brings your central sales message directly to your target audience.

Constructed of durable high-impact ABS plastic, the display weighs less than 12 lbs. and sets up in less than a minute. Display in four different configurations; both horizontal and vertical with over 6 ½ ft. of display area! All graphics are mounted on Velcro® compatible surfaces for quick and easy installation.

Use SMS to design your most impactful presentation in one handy self-contained display that’s “road show” ready. Comes complete with high-quality zippered nylon carrying case with compartments for graphic storage and supplies.

Experience how SMS can make your next tradeshow, client or sales meeting a big success with the Attaché Tabletop Display.

August 27, 2009 For additional information, contact Paul Simcock (352.848.2540). paul.simcock@growwithsms.com

For more information about SMS, visit www.growwithsms.com or email info@growwithsms.com

Five Ways Social Marketing can Improve Customer Loyalty

2009-07-29T11:20:00.000-07:00

Social marketing programs are not about hard sells to your customers. Rather, social marketing programs should be about connecting with your customers for the long-term – on their terms – and sharing information and experiences together.

If done right, social programs can be a valuable part of a merchant's marketing strategy. Like all marketing efforts, social programs must be measured to ensure that business objectives are being met.
Here are five guidelines that retailers need to consider when evaluating the performance of their social marketing programs.
Provide valuable product consideration resources. For a retail consumer, the consideration phase is by far the longest and most difficult phase in the purchase process. That's because this is when product information is collected, digested and used to make a purchase decision.
Social tools such as ratings and reviews and social learning facilities can make this consideration process much easier on the consumer. Merchants such as Wal-Mart, Borders and Samsung have implemented ratings and reviews that let consumers provide overall and attribute-based product ratings for products they’ve purchased that can be leveraged by prospects when deciding which product to buy.
Brands such as Sony and HP have used the concept of “social learning” in which free online courses and discussion forums are offered for the purpose of educating the end-user on different product categories so that product purchase decisions can be made more confidently.
Crowdsource product innovation. Giving your customers the ability to directly contribute to the evolution of your products is a great way to get the customer committed to the brand.
Several large brands such as Dell, Starbucks, Sears and Best Buy have set up idea generator sites that allow consumers to submit ideas for making the brand’s products better. The customers that know they were the impetus for Starbucks introducing new products like the Artisan Breakfast Sandwich or free in-store Wi-Fi for iPhone users are more likely to continue patronizing the coffee shops.
Differentiate with social customer support. This is a very trying economic time for retail brands as consumers have become more selective than ever when choosing which products to buy. In this scenario, it’s the little things like customer support that become brand differentiators.
Dell and Apple have both been wildly successful at fully leveraging social support facilities like forums where customers can usually find answers to questions from fellow participants instead of having to go through the gymnastics of contacting a customer service representative. And Zappos.com is famous for its social support via Twitter, which in turn, has led to more loyalty, buzz and sales.
Provide social rewards. People love to be recognized for achievements in front of their peers, so much so that studies have shown this form of recognition can be a stronger force in generating loyalty than monetary forms. For example, Amazon uses a reputation system whereby users can gain an enhanced public reputation as a book reviewer as their book reviews are proven to be helpful to fellow users.
Other brands have offered trivia contests and social games and then publicly post the winners on-site or through Twitter. Providing simple esteem boosts like this can be powerful incentives for brand loyalty.
Create brand transparency. A great way to connect with your customers and engender a sense of loyalty is to have open and honest bi-directional conversations with them. Brands like Southwest Airlines, Lenovo, and Sun have leveraged their corporate blogs for the purpose of making transparent connections and conversations with customers.
This type of sincerity makes the customer feel like they’re part of the brand and that their opinions count, and is a great way to get customers coming back for more.

Aaron Strout is CMO of Powered, a social marketing firm based in Austin, TX.

Aaron Strout "Five Ways Social Marketing can improve Customer Loyality" July 14, 2009. <http://multichannelmerchant.com/ecommerce/0713-social-marketing-customer-loyalty/>.

For more information about SMS and our social networks, visit www.growwithsms.com or email info@safetymarketingservices.com.

NFPA Americas' Fire & Security Expo 2009, July 29-31, Miami Beach, Fla.

2009-07-27T07:21:00.000-07:00

MIAMI BEACH, Fla. — The National Fire Protection Association (NFPA) and ROC Exhibitions present the 15th Annual NFPA Americas' Fire & Security Expo 2009, Tuesday through Thursday, July 29-31, at the Miami Beach Convention Center, 1901 Convention Center Drive, Miami Beach, Fla. The expo is the most important fire, security and life safety event of the year for thousands of industry professionals from Latin America, the Caribbean and Southeastern United States. More than 4,000 professionals attended in 2007, an increase of 4.2 percent over 2006. AFSE offers unparalleled networking opportunities and more than 50 cutting-edge education seminars, workshops and certification programs organized by NFPA, International Fire Safety Training (IFST) and Latin American Security Association (ALAS), an event co-sponsor. Attendees are specialists in fire protection systems and equipment, chemical and hazardous material handling, life safety and security products, systems and services. In addition to education sessions and networking opportunities, AFSE brings together a culturally-rich marketplace featuring more than 250 exhibitors demonstrating state-of-the-art fire, security and life safety products, systems and services. Into this arena come thousands of buyers, end-users, manufacturers, dealers and distributors who define the industry in the Western hemisphere.

For more information about SMS, visit www.growwithsms.com or email info@safetymarketingservices.com.

Fire Rescue 1/Press Release/NFPA Americas' Fire & Security Expo, 27 July 2009.

http://www.firerescue1.com/fire-products/press-releases/392524-NFPA-Americas-Fire-Security-Expo-2008-July-29-31-Miami-Beach-Fla/

SMS Voted Best Place to Work in Hernando County.

2009-07-24T13:23:00.000-07:00

Pasco Hernando Workforce Board Announces Winners of 2009 Best Places to Work Awards in Hernando County.

Twenty six employers in Pasco and Hernando counties were recognized by the Pasco Hernando Workforce Board culminating the third annual Best Places to Work competition. The Pasco Hernando Workforce Board contracted with Personnel Dynamics Consulting of Ft. Pierce, Florida to provide vital information to local companies about the practices they use to attract and retain employees.

Personnel Dynamics Consulting used answers provided by employers to 37 different measurements to determine the region’s best places to work. Companies provided information on turnover rates, growth rates, employee development investments and spending, promotion percentages, insurance packages, retirement plans and general benefit packages.

Each company that participated in the survey will receive a personalized report documenting the survey and samples of some of the bests practices in the region.

With over 125 individuals in attendance, the awards were announced today at the Tampa Bay Golf and Country Club in San Antonio, Florida. Each winner received a trophy and a banner designating them a “Best Place to Work” in Pasco and Hernando counties to be displayed at their workplace.

The winners by size category for Hernando County were:

50 Employees and Under

Safety Marketing Services
Kate Billings @ 352-799-5434

Jet I.C.U.
Michael Honeycutt @ (352) – 796-2540

Campbell & Virgilio, LC
Jacquelyn Campbell @ 352-683-7365

Florida Endoscopy and Surgery Center
Kelley Rhineberger @352-596-1145

Surge Suppression, Inc.
Richard Hotchkiss @ 352-799-6986

Spring Hill Dental Associates, P.A.
Pat Augustyniak @ 352-683-1383

50 – 150 Employees

Hernando Christian Academy
Vicki McGahee @ 352-796-0616

Duratek Precast Technologies, Inc.
Carol Gurthreaux @ 352-796-5944

Nature Coast Community Health Center
Hernando County Health Department
Millissa Inmon @ 352-540-6804

150 Employees and Over

Southwest Florida Water Management District
Pam Baldwin @ 352-796-7211

Bright House Networks – Hernando
Kari Burns @ 727-856-5129

Accuform Signs
Kate Billings @ 352-799-5434

May 14, 2009 For additional information, contact Ellen Hall (352.797.5781, extension 1222), Ken Russ (352.797.5781, extension 1240), Gerry Hoeffner (772.467.9212).

For more information about SMS, visit www.growwithsms.com or email info@safetymarketingservices.com.