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Winning with Local Internet Marketing

mikej — Tue, 10 Nov 2009 23:43:01 GMT

Last week, I was asked to speak at The Independent Glass Association's (IGA) 2009 Marketing Conference at the Mandalay Bay Convention Center in Las Vegas. The day-long conference focused on branding, social media, television and radio media buying, value-selling, and my topic "Internet Marketing: Optimizing Your Local Search". The presentation was very well received and the feedback provided by the attendees suggested that it would be worthwhile to share the content with the "GTS Community".

At a high-level, the presentation focused on how independent automotive replacement glass company owners can compete against a national chain that is investing significant dollars in national television and on-line advertising to capture market share. These glass company owners can not only compete with a national chain on-line, they can win. More specifically, independent owners can leverage what they have that the competition does not - local stores, local brand awareness, and involvement in their local communities.

It is estimated that 40% of all Internet searches (via search engines like Google) include "Local Intent". In other words, an on-line search aimed at finding something within a specific geographic area and typically seeking information online with the intention of making a transaction offline. In our industry, anything on-line that traditionally was sought in the printed yellow pages.

In a Google results page, relevant local establishments providing the goods and/or services the searcher is searching for are most prominently displayed on page-1 with Google Maps and accompanying local business listings. It is important that you optimize your business to appear at the top of these local business listings when a potential customer is looking for a good or service that you provide WHERE you provide it - for example, windshield repair in downtown Denver.

I shared with the attendees what we believe are the "Top 5" actions glass shop owners can take to kick-start their local Internet marketing strategy. It is important to understand that when GTS manages a client's local Internet marketing strategy we routinely manage over 40 specific items on a monthly basis to optimize our clients business listing and mitigate any algorithm changes that occur at the major search engines. However, we wanted to share the "Top 5" actions that are widely accepted as important first steps to launching a focused local Internet marketing strategy.

So, here is a very abbreviated look at our "Top 5":

#1. Claim your business listing in Google's Local Business Center (Click Here to Access): This is a Free listing where local customers already search Google for the products and services you offer. From here you can create a business listing to be sure they find you and keep your address, phone number, hours of operation, and more up-to-date.

#2. Leverage your Local Business Listing Address in City of Search: Have a physical location and address in the city that is relevant to the search (w/s repair Denver).

#3. Make sure your business information is accurate with the Major Data Providers: A great way to learn more and utilize a very cost-effective service is http://www.universalbusinesslisting.org/

#4. Connect to 3rd party local blogs, industry directories, and local sites: Mentions of your business and locations on community blogs, directories, and sites (chamber of commerce, etc.) will drive improved ranking.

#5. Customer Reviews: The more on-line reviews about your business and specific locations, the better.

Soon we will have a recorded version of the presentation in the Internet Marketing section of the GTS community. Feel free to check back for a more detailed exploration of each tactic. If you absolutely can't wait....feel free to eMail me at mikej@gtsservices.com with any questions.

Economist predicts non-residential construction recovery in 2011

mikej — Mon, 12 Oct 2009 20:51:06 GMT

GTS attended the fourth annual Glazing Executives Forum on September 30th at the Georgia World Congress Center, Atlanta, as part of GlassBuild America: The Glass, Window & Door Expo, Sept. 30-Oct. 2, at the same convention center. Although overall GlassBuild attendance was down year over year, over 7,000 attendees were in Atlanta for the expo.

Just over 100 attended the Glazing Executives Forum, a day-long event that consisted of:

A "State of the Industry" panel discussion led by Henry Taylor, Architectural Services Team manager, Kawneer Co., Norcross, Ga.; Rod Van Buskirk, president, Bacon and Van Buskirk, Champaign, Ill.; and Newton Little, executive vice president, Ace Glass, Little Rock, Ark.
Economic forecast from from Jeff Dietrich, senior analyst, Institute for Trend Research, Concord, N.H.
Breakout sessions on Estimating, Software Trends, Legal & Contracts, Talent Management and HR, Storefront & Curtainwall, Protective Glazing, LEED Projects, and Fire-rated projects

Before the group got into the day's agenda we watched a video on Leadership from Robert Trainor, CEO Trainor Glass. He spoke about the importance of "over managing" projects to ensure you have easy, real-time access to all the project details so you can manage net profitability by job. He stressed the importance of having systems and processes in place so that you can attack problems and resolve them quickly. Additionally, he mentions having the appropriate reporting and anlysis in place so you don't make the same mistake twice. The video can be found at http://www.youtube.com/watch?v=NyBl5TWFPKU .

During the "State of the Industry" panel discussion, Kawneer's Henry Taylor shared a chart showing "non-residential building contracts awarded trend 1970-2013." In 2010, the square feet awarded is 993.2 million, a 40.5 percent decline since 2007's 1,667.9 million square feet. "We're still anticipating a 15 percent drop next year," he said. " A potential for a strong recovery’s out there if all the projects go through, but recovery’s going to be slow."

For the short term, Taylor advised companies to focus on core competencies and manage cash flow with a "cash is king" mind-set. For the long term, think about technology, he said. "Now is the time to upgrade or improve technology," he said. "Also take a look at your key positions and make sure you have the right people in the right position. Look at your facility, your process flow, now is the time to change those. You won’t have the time in 2011.

Henry's presentation slides can be found at http://www.myglassclass.org/courses/StateoftheIndustry_GEF2009.pdf

Economist Jeff Dietrich predicted a similar decline in non-residential construction in 2010 (12%) with a recovery coming in 2011. Jeff's message was very similar to the panel - Conserve cash and implement technology and process improvements to emerge from this downturn stronger than the competition.

The two breakout sessions I attended were "Estimating" facilitated by Newton Little of ACE Glass and "Trends in Software" facilitated by GTS's own, Erik Miller. There was a great deal of information shared during these round tables. Below are a few of the specific bullets I thought you might find to be of interest:

The majority of the attendees used GDS Storefront Estimating http://www.glazesoft.com/
Key Metrics used to measure the effectiveness of estimators:
- Dollars Closed / Dollars Bid; compared with,
- # of Jobs Won / # of Jobs Bid; and lastly,
- Profit Dollars per job
Group felt it was a best practice to have completed a AIA Prequalification sheet. Florida Glass was cited as a best practice of posting their pre-qualification form http://www.florida-glass.com/prequalification.php
Group felt it was a best practice to set daily goals for the field crews. Field crews should be rewarded when they outperform the daily productivity goals
Field crews should be measured against historical benchmarks for productivity. In other words, a team of three should be able to set so many lites of glass per day.
Group felt that real-time infomraiton is needed to take corrective action as a job progresses. 30-45 days after the job is too late.

NGA approves GTS GlasPacLX Glazier Edition for Innovations Pavilion at GlassBuild America 2009

mikej — Fri, 28 Aug 2009 21:57:06 GMT

Washington, DC (August 6, 2009) The National Glass Association announced today that GTS GlasPacLX Glazier Edition will be included in the special “Innovations Pavilion” at GlassBuild America 2009, to be held in Atlanta, September 30 through October 2. The pavilion will showcase cutting-edge technologies and other groundbreaking advances from across the glass industry.

Information on GTS newest version (5.0) of GlasPacLX Glazier Edition will be featured in the Innovation Pavilion and in the GTS booth #1711.

As our valued customer, we’re pleased to offer you a FREE registration admission to the trade show – a $70 value. To pre-register and to find out everything this industry event offers, visit www.GlassBuildAmerica.com . Use our Customer Guest Pass Code: 09GTS.

Free GlassBuild 2009 Admission

mikej — Wed, 03 Jun 2009 19:39:28 GMT

Please visit us at booth # 1711 at GlassBuild America: The Glass, Window & Door Expo, Wednesday, September 30 – Friday, October 2, in Atlanta, GA.

Last year, GTS rolled-out GlasPacLX Glazier Edition complete with a Job Management module. Keeping with our commitment to continually improve and evolve GTS solutions for the retail flat and commercial glazing markets, GTS will be announcing significant GlasPacLX and Microsoft Dynamics product advancements at this years' GlassBuild show.

GTS Internet Marketing Division will also be in attendance to evaluate your website with www.ScoreMyWebsite.com and talk with you about increasing your sales through an effective on-line strategy.

Attendees must pre-register by September 24, 2009. After this date, FREE Guest Pass Codes expire.

We look forward to seeing you in Atlanta!

eOrdering From Mygrant Glass Company Available Now!

mikej — Wed, 13 May 2009 19:20:02 GMT

Great news! You can now use your GTS software to check part pricing, availability, and eOrder from Mygrant Glass Company (See Press Release Below). To get started, login to www.gtscommunity.com and choose “Technical Support” to provide your Mygrant customer number to the GTS support team. The team will have you up and running in no time.

Mygrant Glass Company CONTACT:

Daniel Parkinson

Mygrant Glass Company

510-259-2172

dparkinson@mygrantglass.com

Betsy Evanoff

GLAXIS

412-434-2790

sales@glaxissolutions.com

FOR IMMEDIATE RELEASE

Mygrant Glass now offers parts availability and ordering from GLAXIS connected retail shops.

HAYWARD, May 12, 2009 – For Mygrant Glass Company customers, checking parts availability and order status directly from GLAXIS enabled software means reduced down time, improved order fulfillment and cost savings.

Dan Parkinson, IT Director of Mygrant Glass Company, said, “In today’s challenging economy, we need to maximize our efficiency and business process whenever possible. Our partnership with GLAXIS is more than a value added – it allows our customers to have instant access to the information they need to streamline operations and get orders filled faster and more efficiently.”

John Morris, President, Jack Morris Auto Glass was the first to use the solution. “We’re relentless about happy customers. While we’re on the phone selling we check part availability, pricing and order right through our GTS software without disrupting the customer. That time is valuable to us and our customers”.

“We’re pleased to add Mygrant Glass to the exceptional team of glass suppliers that partner with GLAXIS,” said Betsy Evanoff, business manager, GLAXIS. "When Mygrant Glass customers have quick access to order status or parts availability they are able to accelerate their business process and ultimately enjoy cost savings and improved profitability.”

GLAXIS provides an electronic hub that enables direct, secure communication with preferred business partners. GLAXIS technology connects, automates and maximizes the auto glass value chain.

About Mygrant Glass Company

Mygrant Glass is headquartered in Hayward, CAand is committed to maintaining the highest standard of service and the most extensive inventories possible. Mygrant stocks both OEM and generic brands from over 30 different factories around the world in an effort to provide our customers with the broadest choice of high-quality glass in the industry. To contact Mygrant Glass Company, go to www.mygrantglassonline.com.

About GLAXIS

GLAXIS provides technology solutions that streamline the automotive glass value chain. More than 3,000 U.S. glass shops, parts suppliers and insurance and fleet companies use GLAXIS products. To learn more, go to www.glaxissolutions.com.

###

GLAXISis a trademark of Pittsburgh Glass Works, LLC.

Calling All Pilkington Customers

mikej — Thu, 05 Mar 2009 05:37:06 GMT

I need your help. Many of you have requested that GTS add Pilkington to our software as an available wholesaler for electronic inquiries and ordering. Interestingly, most of the requests come at us "tongue in cheek" assuming that GTS wouldn't be interested in that given our PPG/Pittsburgh Glass Works connection. That couldn't be further from the truth. Our stated mission is to help you achieve your goals for growth and profitability. And we believe that utilizing technology to help you better manage your purchasing and quoting process to maximize margins is essential in today's marketplace.

So what's the problem? Why isn't Pilkington available in GTS software? We do offer PPG Auto Glass, Bartlestone, Old Dominon Glass, and will soon be announcing the addition of one of the largest independent distributors in the U.S. So where is Pilkington?

I think the problem starts with me. I have made repeated attempts to contact and invite Pilkington to connect to GTS software. Unfortunately, I don't buy glass. That is where you come in. I have a feeling that Pilkington will be much more interested in speaking with you and looking for ways to meet your needs.

If you are interested in adding Pilkington to the line-up of available wholesalers available for electronic ordering within GTS software, please tell your rep how important it is to you and that they should contact me to get things moving.

With any luck we could be up and running soon. Thanks in advance for your help.

What is Your New Year's Resolution?

mikej — Fri, 06 Feb 2009 17:15:11 GMT

I have been avoiding this....but, the Super Bowl is over (Go Steelers!). The groundhog saw his shadow. I need to accept that 2009 is here and make a New Year's resolution. I'm not sure what is holding me back this year. Maybe the uncertainty of what lies ahead in the economy, etc. Regardless, 2008 is history and it is time to focus on overcoming what lies ahead to deliver a better performance than last year.

I have been speaking with a lot of our customers about this and I am finding out that I am not alone. One thing is certain, all of us need to focus on actions that will enable our companies to emerge from this downturn stronger than the competition. Most of my conversations have focused on conservation of cash or launching projects to improve productivity and reduce costs. Some of our customers are investing heavily in marketing during this time in an effort to build their brand and pull in customers that can later become loyal advocates for their service. These are the most interesting conversations given that many companies cut their marketing budgets to reduce expenses whenever times get tough.

These companies are focused on ROI for their marketing investment. This is not the time to create a beautiful brochure that everyone likes unless it can be proven that it drives sales. Many of these firms are shifting their marketing investments on-line so that they gain visibility into what drives new business and what does not.

Based on what I have learned from these companies I offer you the following 5 possible New Year resolutions in case you are like me, still struggling to pick one:

1. I will establish an on-line presence – This is at least half the battle. Establish a budget, allocate the funds, define your site's business objectives, and dedicate the people necessary to make it happen.

2. I will engage and delight those who visit my website – Each customer’s experience should lead them down a path. A path that ends in a sale. Based on your knowledge of your target customer, what content will keep their eyes glued to your site? What will make them take that next step towards the sale. In the autoglass market GTS tool www.glassquoter.com has proven to be a viable interactive solution for on-line consumers.

3. I will capitalize on my company's reputation – Your customers are conserving cash just like you for fear of what the future may hold. They can’t afford to spend money with a company that they do not trust. Capitalize on your good reputation and community involvement in your marketing messages. Activate your loyal customers and word-of-mouth recommendations with an e-mail campaign, on-line blog or customer review section on your website.

4. I will fail quickly – Because web marketing is real-time it provides an inexpensive way to experiment and come up with creative ways to close business. You can quickly implement a new tactic or promotion and see results. If an idea is successful immediately test a slight variation of the idea to see if you can outdo the last one. If something is going to fail, do it quickly and then move on. It is all about ROI and continuously improving to drive better results.

5. I will seek expert advice – This is not a sales pitch! Your budget can be wiped out quickly if you don't know what you are doing. Expert advice is available for free on the Internet if you have the time to do the research. Or, find someone with digital marketing as their core competency. This will let you focus on your business while they help you bring on-line buyers to your company's doorstep.

Survive the Downturn with Internet Marketing

mikej — Sat, 10 Jan 2009 05:04:12 GMT

It is brutal out there. Banks won’t lend to each other, consumers are holding back spending uncertain of the future, and companies are cutting back as they have lost faith that consumers will buy.

Although times are tough, history has shown us that companies that invest wisely in marketing during economic downturns can steal market share and strengthen brand image.

You only have so much budgeted for marketing. A wise move in 2009 might be to shift some of those marketing dollars on-line. Internet marketing can prove more cost effective, targeted and measurable than traditional advertising.

Here are five on-line marketing strategies that I believe can help you survive the downturn to emerge stronger and ahead of the competition.

Demand Accountability and ROI

Is data driving your marketing? Do not rest until the value from your marketing plans and activities can be quantified and measured.

By using web analytic tools you can see how visitors found you and interacted with your site. You can determine what messages work and don’t work. And by integrating your on-line efforts with your off-line advertising you can deliver consistent, planned messages to move buyers comfortably through the decision making process.

Test, test, and re-test. The web provides an inexpensive way to experiment and come up with creative ways to engage customers and prospects. Continue to iterate and test focusing on continuous improvement.

Leverage Search Engines

Although the market is tough, buyers still need information on what to buy, where to buy it and who is providing the best deal. And today, over 80% of consumers and businesspeople turn to search engines to get the information they require.

Traditionally, we try to interrupt potential buyers with our advertisements to get their attention. On search engines you serve up an ad that is relevant to exactly what they are researching. Ads are actually welcomed by the buyer.

Build Your Brand On-line

Determine where your target customer is performing research and consuming on-line content for advertising opportunities to hammer home your value proposition.

Stay Close to Customers

By participating in or spending time exploring social sites and blogs that relate to your company’s demographic or target customer you can learn more about their needs and your competition. You can merely listen in or even contribute.

Focus on Trust

Buyers are generally skeptical of marketing messages and advertising. And now, the economy is delivering a major blow to consumer and business confidence. Because they have limited funds the risk of buying the wrong product or service is increased. They need to turn to companies and brands they can trust.

In today’s connected marketplace it is more critical than ever to leverage the fact that consumers trust each other more than they do marketers. One bold move you can take is to allow customer ratings and reviews on your Website. Although the possibility of negative comments may make you nervous, buyers will appreciate your company’s openness and vulnerability.

This economic downturn will be difficult. But, there is an opportunity for those that choose to act.

We are....Pittsburgh Glass Works!

mikej — Tue, 04 Nov 2008 18:41:16 GMT

After 15 years of bleeding "[PPG|http://www.ppg.com/]-Blue" I woke up on October 1st working for a new company....[Pittsburgh Glass Works|http://corporateportal.ppg.com/na/PGW/default.htm]. It has been many months in the making and after a lot of hard work we have reached this important milestone. Since the purchase by Kohlberg and Companyis now official, I can share with you my thoughts on the Company's path forward.

Bottom line, I am more excited about the future than ever.

Kohlberg & Company brings with it a wealth of knowledge and experience in the automotive industry. Our new Chairman and CEO, James D. Wiggins, has been affiliated with Kohlberg & Company since 1996. During his tenure with the firm, Mr. Wiggins has held the positions of Chairman and Chief Executive Officer of five Kohlberg portfolio companies in the automotive and industrial sectors. Prior to becoming an Operating Principal at Kohlberg, he was Group President of the Stant-Schrader Group of the Gates Group of Companies and then President and Chief Executive Officer of the Gates Group, a $3bn automotive and industrial subsidiary of Tomkins PLC.

The executive leadership of the business to support Mr. Wiggins has remained in tact. Although this is a time of unprecedented change, the core philosophies, vision, and strong leadership that have enabled the company to deliver superior products and services to the market remain stable.

From a focus perspective, it is a win for both PPG and Pittsburgh Glass Works. Clearly, PPG is shifting its' focus to be a coatings and specialty products company. As stated in the July 8, 2008 press releaseon the sale:

"This transaction is another positive step forward in our portfolio transformation," said Charles E. Bunch, PPG chairman and chief executive officer. "It enables us to focus more on coatings and specialty products, and significantly reduces PPG's exposure to the U.S. automotive market."

Whereas Pittsburgh Glass Works will be making significant investments in the business to grow, compete and deliver superior value to our customers.

For GTS customers specifically, our strategy remains the same. We will,

Maintain our leadership position in the auto glass software market
Grow by enhancing the value we bring to the residential and commercial flat glass software market
Diversify with new products and services in new markets

Internet Marketing Services for the auto glass, flat glass and collision markets
Partnership wtih Microsoft Dynamics "best-in-class" financial applications specifically tailored for the glass industry

And with the new Company I am more confident than ever that we will deliver on our promise.

GlassBuild America 2008

mikej — Thu, 09 Oct 2008 23:21:38 GMT

We just returned from GlassBuild America 2008 in Las Vegas and despite the poor economic conditions the attendance at the event was healthy and the mood was positive.

GTS had a lot to unveil at this year's show and it was a great opportunity for us to get feedback from customers and prospects:

One-of-a-kind partnership with GDS Storefront Estimating that now connects GDS output with the Job Management Module within GlasPacLX Glazier Edition
http://www.scoremywebsite.com/ that lets you score your website on 100 critical optimization criteria..and best of all, it rates your site specifically against the competition in your industry
Currently released enhancements to our Glazier Edition and Microsoft Dynamics GP Financials Partnership
New commercial glazing features scheduled for release in early 2009

The feedback we received at the show was great. We were able to identify some new solutions that will drive increased efficiencies for our customers. And, most importantly our future plans for our flat glass software and Internet Marketing Services were validated. It was great to hear that we are on the right track.

Many thanks to Microsoft for joining us at the show with the "Microsoft Across America Truck" and to the NGA and GTS staff for making the show a success.

Although this was primarily a flat glass focused show it was a real treat to watch the American Master Installer Auto Glass Championship. Jeff Olive of Glasspro won the competition to become the 2008 American Master Installer Champion! And we were especially proud of this year's first-runner up, Randall Layton of Mr. Go-Glass in Delaware a long-time GTS customer. Great job Randy! You can watch an interview with Randy at http://www.youtube.com/watch?v=KcCsfJJQHGc.

The Name Game

mikej — Mon, 29 Sep 2008 17:33:58 GMT

Have you ever forgotten someone's name just as soon as you met them?

I recently listened to a speech on the book Remember Every Name Every Time: Corporate America's Memory Master Reveals His Secrets by Benjamin Levy. In the book Levy, a "memory trainer" known for wowing groups of 150 by reciting all of their names shortly after meeting them, describes two different procedures that can be used in any personal or professional setting.

The speech focused on the FACE approach, which teaches you to imprint correct names in the first place and then link them to specific faces. Not that I ever have a problem with this......but, I thought I would share the information I learned. (disclaimer: I have not read the book...just listened to the speech)

One of the goal's of the FACE approach is to say the name three times when you initially meet someone.

F = Focus When you are meeting new people you need to be fully present, in the moment. Truly appreciate why you are there and what this new person has to offer. Be more interested than interesting.

A = Ask When meeting someone new, repeat the name back to them in the form of a question. "Did you say your name was David?" or "What do you do for a living, David?"

C = Comment When you are talking to the person connect or categorize the name with someone you know or something that you appreciate. "Julie, my daughter's name is Julie." or "Woody, as in the best college football coach of all-time, Woody Hayes."

E = Employ During the discussion use the name at the beginning or at the end of a sentance. "It was very nice meeting you, Jack" or "You know Jack, this financial crisis is serious"

I have been testing this approach and it seems to be working fairly well for me. The key will be practice, practice, practice.

Amazon's Link to the book:

http://www.amazon.com/Remember-Every-Name-Time-Corporate/dp/0684873931/ref=sr_1_ 1?ie=UTF8&s=books&qid=1222709508&sr=8-1

My Company Doesn't need a Digital Strategy.....Or, does it?

mikej — Sat, 26 Jul 2008 05:51:45 GMT

Last week I attended the Internet Strategy Forum's (ISF) Summit West. ISF is a nonprofit global professional organization dedicated to development, research and thought leadership among senior Internet decision-makers. Like all the Internet Marketing conferences I attend I go in with moderate expectations and leave totally blown away. The reason for this can be summed up best by quoting Robert Liodice, CEO Association of National Advertisers, "The amount of change in marketing over the last 3-5 years probably equals the amount of change over the past 30 years."

You remember the "Intel inside" commercials on TV, right? Have you seen one lately? No, because Intel has shifted its' advertising spend so that 70% of the dollars are now invested on-line. And they aren't the only one. According to every research firm, online advertising spending in the US surpassed radio in 2007 and is projected to pass consumer magazines in 2008. In fact, it is the only segment of advertising spending that is growing!

Why are they investing in on-line marketing and advertising? The number one reason is that on-line marketing is the most cost-effective approach and provides traceable, measurable positive and negative responses from consumers. No other medium does that. And, with the economic challenges we are faced with in 2008, understanding the return on our marketing dollars is essential.

Further fueling the requirement to invest in on-line marketing is the fact that consumers have modified their service expectations and altered their buying decision-making process based on their on-line experiences. In October 2007 a Nielsen survey asked consumers to rate their level of "trust" with different media formats - Brand Websites ranked more trustworthy than radio, television and magazines. And don't you love checking out on-line user reviews before you buy something? On a scale from 1 (low trust) to 10 (high trust) consumers rated "strangers with experience" an 8 in a 2007 University of Massachusetts study up from a 4 rating 10 years ago.

Bottom line, we can't ignore the on-line consumer and we have to figure out what role the Internet plays in our marketing strategy.