Convincing tradespeople with high standards, about something novel is difficult. In these scenarios public relations and influencers have to work together to educate these groups in an authentic way.
Get the attention of blue-collar working men is difficult. Their hands are occupied during work, and their little free time they want to relax. Hep2O knew this well. This is why they employed a professional public relations agency to help them out.
Audience Insight is Nr. 1
Hep2O’s initial insight showed that most tradespeople use social media when they are on the job, as a hands-free form of entertainment, and a platform to socialise and seek advice on. This presented an opportunity to address them effectively, by creating a campaign that fits their day-to-day social media routine.
Tradespeople value experience above else, so they would not listen to a marketing speaker. They are also a close-knit group that trusts and helps its members. Further research had shown that installers appreciate professional advice and inspiration.
The company utilised its existing relationship with influencers within the trade. They created a campaign that was informative, but easily consumable. They had also contacted closed social media groups where installers regularly discuss their business, so as to gain insight at first — and exposure later.
Influencers tried Hep2O products and shared their experiences. Selected influencers also attended broadcasted special events, for example a Hep2O factory tour with bowling and beers.
The company hosted roundtable where industry members could freely discuss the future of the industry and share their opinion. This was effectively a podcast that tradespeople could listen to while they are on the job. Hep2O also surveyed installers on social media. Installer, a trade journal also took part in the campaign.
Give Voice to the Not Heard
The campaign gave voice to installers, who often felt neglected. They also had a lot of valuable things to say, regarding plumbing, heating and safety.
Hep2O already knew their customers’ worries, and who the most trusted influencers in the business are. This is important, because utilising influencers is often meaningless, especially when they lack of authenticity. This is magnified in B2B.
Professionals know what they are doing. They do not need marketing specialists and public relation experts to tell them how to do their job. However, they trust their more experienced peers, and those are the influencers that companies need to identify and cooperate with. In this regard Public Relations and influencers can help each other out.