When CDCNews asked us to contribute a guest post about how the Equipment Voice team serves marketing in the construction industry, we were absolutely thrilled to participate. We’re looking forward to contributing more in the future, but for this first post, let me tell you a little bit about what we do at Equipment Voice.
I’ll start from the beginning.
As marketers, we have a responsibility to take pride in our craft and help people see the importance of what we do. Furthermore, it’s important to highlight how that applies to our specific industries. I work in the equipment industry, and I’m damn proud of it. That being said, I know where our industry falls short. One of those areas in which this industry needs a boost is in the ever-changing field of marketing.
There are challenges we face everyday as forward thinking “idea people.” The equipment industry tends to move slower in terms of marketing than other industries not only because it is a primarily B2B model, but also because many in the industry operate with the mentality of “If it ain’t broke, don’t fix it.” Fresh ideas incorporating social media, and other technology of the future tend to fall by the wayside, because in many ways, our industry is not completely ready for it.
But there’s no reason why it shouldn’t be.
Please don’t misunderstand. We are not evangelists for social media. We are not of the school of thought that marketers should forgo traditional advertising in trade publications. We are not advocating that equipment operators should be tweeting from the cabs of their excavators. We are simply saying that there are a number of ways to share a brand’s message, and Equipment Voice is a place to sift through the information and ideas, and see what will work for manufacturers. As an industry, we also needed a place where marketers could ask questions and find information as basic as “How to Write a Press Release” without feeling incompetent.
And so, the Equipment Voice was born.
Unfortunately, I cannot take the credit for this great idea. This organization was the brainchild of my dear friend, and industry veteran, Todd Versteeg. On his way home through a snowstorm from 2011’s ConExpo / ConAgg trade show, he had an epiphany.
As the synapses fired off in my friend Todd’s head, a number of questions came into play…
- Would there be value in creating an organization that acts as a resource for marketing teams in the construction, rental, and landscaping industries where folks could share successes, tips, and best-practices with their marketer peers?
- Would it raise the bar in marketing for the equipment industry?
- Could marketers take what they learned from our site and apply it to their everyday workflow?
Yes to all.
In the interest of full-disclosure, I have a day job as part of the PR team at Performance Marketing in West Des Moines. Performance Marketing is officially the first sponsor of Equipment Voice, but it needs to be said that EV and Performance Marketing are kept completely separate. The management at Performance Marketing found value in the objectives of Equipment Voice, and has supported us as we get our feet wet.
So, now I’m proud to say that a good portion of my day goes into creating content, aggregating relevant industry posts, and vetting contributors to our site to produce what we hope to be an exciting forum for marketing teams to frequent for tips on how to be better at what they do.
We also realized that the only way that Equipment Voice will be successful is by tapping into industry experts’ vast wells of knowledge and experience. It cannot be Todd Versteeg and Andrew Gillman creating all the content for this blog, because regardless of what I tell myself when I look in the mirror every morning, I do not know it all. Neither does Todd. That’s why we have gathered insight from industry editors, marketers, manufacturers, writers, business owners, designers, trade association folks, and others to create engaging and useful content for our readership on a daily basis.
To sum it up: There are a number of resources out there on how to be a better marketer, but very few that are specific to our industry. Equipment Voice is filling that gap by providing free and useful information to our readership. None of us can honestly sit here and say that we are completely in tune with what is going on in our industry from a marketing standpoint, because that landscape is constantly changing. We’ve taken it on as our goal to provide that service to marketers, and we’re happy with the direction we are headed.