By: Erica Sturwold
Walking into Two Rivers Marketing I couldn’t deny my level of surprise—pleasant surprise. I had a general idea of the type of clients they represent (mainly those of industrial, manufacturing nature) but was not expecting to walk into a beautifully modernized office-warehouse, full of young 20-somethings, both male, and female, all of whom are trained to represent welding, electric and industrial equipment companies.
Even more surprising? The grassroots-tactics these young professionals were utilizing to represent and reinforce their clients’ brands.
One of our presenters, Erica Turner, a public relations associate for the company, mainly manages their Bobcat and Miller Electric clients. For these clients, Turner described how she strengthened brands by targeting thought leaders in the industry; learning, and training others on how to use the client’s products (i.e. welding equipment, construction machinery). It seems Turner also shoots video for online content, to of course, inspire the company’s DIY audiences, and creates positive content and conversation on social media daily.
Though strongly invested in creating online content, Turner did mention something more expansive and encouraging about the marketing approaches Two Rivers is implementing, , “Social media is just one strategy of many, if you’re going to use it, it need to be goal-oriented,” she said.
This belief shows that while the company is trying out new online-promotion tactics, they recognize there are still many other marketing channels worth utilizing, such as video, direct mail, earned-media, corporate partnerships, etc.
But something Turner, and our other presenters never thought they’d be fielding, is questions from their clients’ customers on how to properly use power tools; they found it’s somewhat of a necessity when it comes to properly connecting with their audiences. Although, just as all our presenters felt, you’d never imagine a 25-year-old-blonde-girl is on the receiving end of the Bobcat Facebook page.
It appears Two Rivers is keeping up with marketing research trends. They described some of their work creating competitive analyses’ and tracking online impressions for clients, which also added an appealing dynamic to the company.
Overall, I think our chapter was, as said, pleasantly surprised by this industrial-marketing company; it is obvious they are staying up-to-date in their branding techniques and I was pleased to see it wasn’t at all an office full of men, practicing conservative advertising techniques for leaders in the Ag and construction industries; definitely not, Two Rivers is too progressive and grass-roots-savvy for that.