Tradies face prejudices thanks to the media
Announcement posted by Tools Trades Toys 20 Feb 2015
Media representation and stereotyping of tradespeople leads to their facing daily prejudices according to Tom Haynes, publisher of tradie website, Tools Trades Toys.
Tom cited the recent Snickers advertisement where tradies who were hungry yelled polite and empowering messages to passing women, only because they were hungry.“The ad basically said the normal behaviour for tradies is to demean women,” Tom said.
“The majority of tradies we have spoken with say they find the ad insulting. It may have received plenty of publicity, however we do not subscribe to the ‘any publicity is good publicity’ mantra.”
He said the stereotype that tradies were bogan, beer-swilling Neanderthals was resented among many in the trades.
“These guys and girls face prejudices from people every day, largely as a result of how the media portrays them.”
And Tom should know, he spent over four years as editor and marketing manager of the popular tradies’ magazine, What Tradies Want.
We built the most prominent magazine for tradespeople in the industry today, and in a declining print market,” he said.
“And look, we did it all without toilet humour,” he quipped, adding that real engagement is found in bespoke content that resonates with its intended audience.
“Tradies are like everyone else. They want content that’s relevant to them. Content that informs, inspires, motivates and instils passion.”
They are also an often-sought audience thanks to their typically high incomes and discretionary spending habits, yet remain one of the more elusive markets to reach.
“Traditional media’s influence on tradespeople has diminished even more rapidly than other markets, with their internet consumption well above the national average, due in-part to the widespread increase in mobile media consumption combined with tradies’ mobile work habits.”
Add to that their higher than average rates of self-employment and it is not hard to see why tradies are hard to reach.
Tom, who is also the director of content marketing agency, Kudos Media, a company specialising in communications with tradespeople and associated industries said these trends meant traditional advertising is even less effective on tradies.
“Content is increasingly proving itself as an incredibly powerful marketing medium and even more so with tradespeople,” he said, adding this is what inspired Kudos Media to create Tools Trades Toys.
“We were creating all this quality, interesting and independent content for brands in the trades; it makes sense that we also had an audience and platform upon which to help disseminate that content,” he said.
Tools Trades Toys also offers the ability for brands to publish their content on the site at no cost.
“As long as it has editorial integrity and value for our audience it will get a run under a brand authorship. Where stories are particularly newsworthy we will independently research them,” Tom said, adding that Tools Trades Toys is filling a niche in the market.
“There is very little in the way of social, sharable media for tradies – particularly in building and construction – optimised for the modern platforms on which content is being consumed.”
He said brands wanting to reach tradies should publish to their informational or entertainment desires.
“Connect with them on site, in the challenges they face or the products they use. Otherwise meet them where they want to be: fishing, surfing or camping up the beach.
Tom cited the recent AEG Powertools Unexpected Powercampaign (actually a true story – he is an arm wrestler and his arm really is like that!) as an example of content done well.
“It taps into the challenges tradies face and what they want from their tools and it uses humour without insulting anybody.”
“It might not have as many views but it has a 3 per cent dislike to like ratio compared with 16 per cent for Snickers, and probably a smaller seeding and amplification budget.”
“That’s a win from our perspective.”
Press releases and requests for authorship on Tools Trades Toys can be sent to stories@toolstradestoys.com.au
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For more information, or an interview with Tom, please contact him as per below.
M: 0466 27 66 67 | P: 1300 30 49 50