How does a design and manufacturing company in rural Ohio find itself receiving $100,000 worth of consulting? Recently I had the opportunity to talk with someone that most would not guess to be an innovator in using social networking for business purposes. From the onset of our conversation, he talked about how his town, Gnadenhutten, located in eastern Ohio, is the second oldest established settlement and oldest permanent settlement in the state’s history. A town of 1,300 found in Tuscarawas County, Gnadenhutten’s largest employer is the local school district, followed by Tusco Display.
From my short conversation with Mike Lauber, CEO and Owner of Tusco Display, a designer and manufacturer of custom point of purchase displays and fixtures, I found out just how a company located in rural Ohio has managed to stay ahead of the curve when is comes to new social media.
With an impressive list of international clients and in an ever technologically advancing industry, Mike says of adopting social media as a business tool, “We recognized that it was a growing medium that we needed to get into.”
The traditional marketing and networking mediums his company has been using for years include trade shows, trade associations and magazines as well as trade boards, committees and public relations. Mike is a past chairman of Point-of-Purchasing Advertising International and was recently inducted into the organization's Hall of Fame. These traditional methods of networking within the industry and with customers have worked for the company since its inception in 1948.
And then along came social networking. Mike attended a Social Media 101 class taught by ShinyDoor at Kent State Tuscarawas to learn how else he could be using LinkedIn and Facebook to benefit his business. When asked what he got out of the class, Mike said:
“The information I learned in the class accelerated our use of social media. It is quick and easy to get started. It is an evolving and emerging marketing medium that we needed to be aware of, and its fun.”
The last part of his response is something I haven’t heard from many people. Most business owners that I have come in contact with have either dismissed social media as a toy, a waste of time, or a confusing new technology that older generations will never accept, much less utilize in their businesses.
I asked Mike to describe different ways by which he uses social networks directly for his business. His repsonses included:
- Connecting with past clients
- Finding both clients and suppliers who had changed companies but with whom he had a good business relationship,
- Watching what others in his industry are doing and
- Even running preliminary background checks on potential employees.
He especially uses LinkedIn to connect with industry associates and community members, as well as former friends or simply contacts from college.
Mike had a great experience with LinkedIn just two weeks ago. After connecting with a person with whom he had attended college, Mike thought there may be a business opportunity for his and the connection’s company to do business. After learning that there wasn’t an opportunity at the present time, but establishing the contact on LinkedIn, Mike was contacted by a professor from Baldwin-Wallace University. The professor was teaching a group of executive education students and asked Mike if his company would like to take part in a consulting case study. From the contact, Mike was connected with the BW Executive Education Program, from whom he will receive $100,000 worth of consulting while providing valuable experience for the school and its students, in turn bettering his community and its economic development. This all happened because of Mike’s use of LinkedIn.
Through other LinkedIn searches, Mike found a promotion agency in Cleveland who was recommended by one of his contacts. After sending a message through LinkedIn, Mike sees a great opportunity with the company and has a lunch scheduled with them.
Mike emphasized to me that while social media has lead to several business opportunities for his company, it is not replacing face-to-face relationships. He is a firm believer that social media is a tool that leads to new and renewed face-to-face relationships, which is where he does his real business. The use of the networks though, is invaluable today in the global economy.
In terms of challenges facing rural communities use of social networks as business tools, Mike says the only real obstacle is getting people to experiment with them. “Its all about focus, focus, focus.” We all know that we are capable of reading and retaining less then 1% of the information that is available through these networks each day. Mike wants to see people learn how to use these programs to filter their content so they only get what they want and need. This would make lots of people much more willing to experiment and use these networks as tools.
My conversation with Mike revolved around social networks, business, the economy and even Ohio high school football. I was extremely impressed by the steps he has taken in his business to not only remain competitive, but to set the bar for his industry, especially in a rural location, when it comes to new social technologies. As we look ahead to these technologies spreading across the country through urban, suburban and rural areas, Mike is an example for anyone hesitant about whether or not to implement social networking tools.
