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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
[00:00:00]
[00:00:10] Amanda Smith: Marketing in the blue collar industry can be a little bit tricky. Too often, companies overlook the values of practical, no-nonsense communication because these workers aren't really looking for flashy promises. They're looking for real solutions. They want honesty, and they want to know how something works.
[00:00:27] Amanda Smith: That's what my friend Bo Dietrick has learned over the years, especially when he transitioned from creative media marketing to his family company, Robert Dietrick Company. Bo's background in creative media really led him to two things. The blue collar world wasn't tapping into the power of visual content like photography and video. Where others saw a challenge, Bo saw an opportunity.
[00:00:52] Amanda Smith: So without spoiling all of the details, I called him up and asked him. "How do you use your background in media marketing to market to a blue collar industry?" Here's what he had to say.
[00:01:15] Bo Dietrick: Hey, Amanda. Thanks for the question. As you know, many years ago, I worked in marketing and advertising and was very much in the visual, creative medium of it all. And then I made the transition over to blue collar industry working with Robert Dietrick Company.
[00:01:35] Bo Dietrick: It was so interesting, joining the industry at first, because this business that's all about products that move and people who work with products seems to not be using media like photography and video as much as I would've thought that it was doing to highlight the products and the benefits that it creates, as well as just the people who are the typical users of the product.
[00:02:00] Bo Dietrick: And so to your question, it was a really good opportunity joining that business to recognize that not a lot of our competitors and not a lot of other people in the space were using marketing collateral at all to tell the story or to show the things that the business actually does.
[00:02:19] Bo Dietrick: And so over the past many years, what we've tried to do is really lean into things like photography, things like long form and short form video, to show possible customers, as well as possible employees, what our business is all about, to work here and what we can do to help manufacturers and distribution warehouses in the industry that we serve be better with the products that we represent.
[00:02:45] Bo Dietrick: When I worked in video, it was all about showing people and showing movement. And thankfully, we've got a lot of products in our industry that allows us to show people and products interacting together harmoniously, and we like to think of it as telling a better, more accurate story of what our industry is capable of.
[00:03:06] Bo Dietrick: In our business, it's really important to build trust with our customers and prospective new customers, and so we want to tell a really honest story. And a great way of building trust and being honest with them is showing them exactly what the product is, what's going to happen when they use it, and be able to visualize what their life might be like engaging with one of our products and services that's going to be new for them.
[00:03:33] Bo Dietrick: We feel like video and photography gives us the opportunity to be more transparent with our audience by showcasing what we're all about. Thanks for the question. If you've got any follow up questions, gimme a call back. Bye.
[00:03:56] Amanda Smith: Thank you for listening. Want your podcast to do more? Subscribe to Genius Cuts because it's never just a podcast.