Keeping Your Business ‘With IT’
Technology and social media have taken all industries by storm, and is becoming a vital element to any business move. Steve Grimwood, Managing Director of Osmo UK, looks at the importance of embracing this change…
Think back a mere twenty years and technology was not a word that slipped into most conversations. Business was done face to face, we didn’t have emails popping into our inbox every few minutes, it was very rare for a company to have a website, mobile phones weren’t around and everyone thought a blackberry was a fruit.
GETTING SOCIAL
There is no question on how important the internet is for every aspect of business. Not only do you need to keep your website up to date, but you also need to begin immersing your business in social media. Starting off as a personal portal for contacting long lost friends, we now use these sites to help identify new clients, staff and advertising your skills. Social networking has fully evolved to become a necessity for most companies that want to raise their profile.
According to industry research, over 65% of businesses recognise how their social media activity has positively impacted on their marketing initiatives. This is a large percentage and highlights how companies are relying on this kind of marketing. Traditional methods of marketing will be around for many years to come. Social media will never replace it, but it will complement it to create a well-rounded marketing campaign.
I think the most useful for businesses is Twitter. It amazes me how quickly it is growing and spreading across all industries. We have joined Twitter and found it extremely beneficial. We have both our Facebook and Twitter links on our website so that it is easy to locate. We were surprised how many people in the flooring industry on using the site – manufacturers, contractors and relevant customers. One of the main advantages it offers, which we have heard through feedback, is that it gives a company a personality. Companies often appear unapproachable as they are very business-like and you don’t hear much from them. However, Twitter gives you a voice. And the best way to use it is light hearted. Discuss things happening in the industry as well as your business and also why not wish people a nice weekend or something. The chattier you are the more approachable you are. And the more you touch on industry related topics, the more informative you come across. Such networks also allow you to keep in touch with customers directly, advertise your business, as well as present live portfolio with pictures of your work.
APPLICATIONS
Another key development in the industry is through the introduction of applications for your smartphone, tablet or computer. With a wealth of information available to use on the internet, applications further compliment your services, and allow you to demonstrate your capabilities as well as aid the design-phases of an installation. At Osmo, we have created a program, the Osmo Planner, which allows the trade to show clients a visualisation of the chosen surface / colour / pattern in a typical installation.
Looking through the list of apps available, I came across several targeted at flooring contractors. At first I was a bit sceptical as to how these would be useful, but actually I was pleasantly surprised. In fact, contractors and specifiers working in the flooring industry have a lot to gain from the latest technological developments – from product specification to problem-solving on the job! While manufacturers are using it to introduce products, distributors are explaining what they supply and where they are based, and contractors are offering advice on how to use products. The iPhone and iPad offer an endless list of resources – calculator, material estimator, samples, pictures, product info, technical support and videos.
A Picture tells a thousand words…
One of the most beneficial aspects to these apps can be put to use during client meetings. Traditionally, contractors meet with the client to discuss products. It is often hard for the client to visualise what the end result will look like, as they only see a small sample. With the use of certain apps, contractors can show the client a selection of samples, and can even take a photo that the application will transform to demonstrate the end-result. This allows the client to see if the product suits the room, if they have picked the right colour and the correct finish.
Benefits for contractors
There are the areas that are beneficial for the contractor – product information, installation videos and material estimator. Manufacturers have also put helpful videos online which show how best to install the flooring or apply the finish. As contractors are always out on the road and busy, this is a great alternative to attending training which can be time consuming, and will also offer them solutions to problems they are experiencing. Material estimators are another fantastic tool. By entering the rooms dimensions, the application will help them work out how much product they need, and will often allow you to place and pay for orders digitally.
The business world is changing and all industries need to keep up with it to continue surviving. Technology is constantly developing and improving and the flooring industry needs to move with these times. In my opinion, this is an essential tool for contractors and I advise them to start taking advantage of both technology and social media services.
