{"id":4068,"date":"2012-05-30T11:54:27","date_gmt":"2012-05-30T11:54:27","guid":{"rendered":"http:\/\/etscompany.com\/wordpress\/?p=4068"},"modified":"2012-05-30T11:54:27","modified_gmt":"2012-05-30T11:54:27","slug":"from-new-york-times-does-a-cleaning-equipment-company-belong-on-pinterest","status":"publish","type":"post","link":"https:\/\/etscompany.com\/wordpress\/2012\/05\/30\/from-new-york-times-does-a-cleaning-equipment-company-belong-on-pinterest\/","title":{"rendered":"From New York Times – Does a Cleaning-Equipment Company Belong on Pinterest?"},"content":{"rendered":"

From New York Times – Does a Cleaning-Equipment Company Belong on Pinterest?<\/h2>\n
\"From<\/a>
From New York Times - Does a Cleaning-Equipment Company Belong on Pinterest?<\/figcaption><\/figure>\n

Three months ago, Craig Schuster was at home when he noticed what appeared to be a visually interesting clothes-shopping site on his wife\u2019s computer screen. She told him it was actually a relatively new social-networking site called Pinterest<\/a>, something of a cross between Facebook and Twitter that focuses on sharing images rather than text snippets or personal photos.<\/h3>\n

Mr. Schuster, who happens to be the Web manager of a cleaning-equipment business called Equipment Trade Service Company<\/a>, played around with Pinterest<\/strong> a bit. The next morning he told his boss, David Hart, the company\u2019s owner, that they needed to be there. Mr. Hart got it right away and soon the company, which is based in Philadelphia and has 23 employees, had its own Pinterest presence<\/a>. \u201cOur customers want to see good product pictures before they pull out that credit card,\u201d he said. \u201cPinterest is great for that.\u201d<\/p>\n

As many are discovering, Pinterest offers an interesting twist on other social networks. Users set up a \u201cboard,\u201d which typically has a theme, be it gardening or fast cars. To fill your board, you \u201cpin\u201d Web site images onto it. Whenever you come across an image on the Web that you\u2019d like to add to your board, you click on an icon you have installed on your browser, and voila, the image appears on your board (you can have more than one). And, as with Twitter, people can \u201cfollow\u201d any or all of your boards and get updates whenever you pin something. And of course the service has various means for helping people find new boards they might find interesting, or share those they appreciate.<\/p>\n

So far, Pinterest<\/span> has become one of the fastest growing sites on the Web mostly through the postings of individuals, not businesses. But businesses have been taking notice<\/a> \u2014 especially those with a strong visual component, for example those dealing with arts, crafts, clothes, food or jewelry. It is less obvious why a cleaning-equipment business would be excited about Pinterest. But that didn\u2019t stop Mr. Schuster and Mr. Hart.<\/p>\n

Equipment Trade Service sells industrial power-washing machines, parts for those machines, and graffiti-removal detergents, and it sells them mostly to schools, departments of transportation and other institutions. But its sell has become surprisingly visual. When Mr. Schuster came on about eight years ago, he beefed up the Web site, added search optimization, put up videos on YouTube<\/a> of the equipment and detergents doing their magic, and promoted the videos and site with Facebook<\/a> and Twitter<\/a>. Sales climbed rapidly, growing about 20 percent a year, and these days most customers buy online. The company now sells internationally, too. \u201cThose videos really show how well our products work,\u201d Mr. Hart said. Photos help sell the equipment, too, he added. And parts buyers like to see photos to make sure they\u2019re getting the right part for the right machine.<\/p>\n

But Mr. Hart and Mr. Schuster also felt the limitations in existing online-marketing channels. Facebook only lets you put up tiny thumbnail pictures with your posts. (You can put bigger pictures in Facebook photo albums, but then you\u2019re limited to very brief captions.) Tweets don\u2019t have photos at all. And neither lends itself to the catalog-like displays and descriptions of products that ETS favors. The company does all of that on its Web site, of course, but Web sites don\u2019t have the social connections that can spread the word and bring in eyeballs. \u201cMore and more, people don\u2019t want to type in a Web site name, especially if they\u2019re using a smartphone,\u201d Mr. Schuster said. \u201cThey\u2019re looking to see what gets mentioned in a Facebook post or a tweet.\u201d<\/p>\n

With its emphasis on fairly big images and its ability to handle long captions, Pinterest fills those needs, Mr. Hart said. The site makes it easy for potential customers who are browsing Pinterest<\/em> to stumble onto boards of interest through tags. You can put any tags you want on your own boards, of course, but Pinterest also lets others tag them, making it more likely your boards will turn up in a Pinterest search. If an ETS customer \u2014 or anyone who happens to admire pictures of cleaning supplies or power cleaners or vanishing graffiti \u2014 wants to call attention to a particular photo on an ETS board, he or she can\u201dre-pin\u201d it to his or her own board, or \u201clike\u201d it. And of course new \u201cpins\u201d to a board can be passed around via Facebook or Twitter. \u201cAnd we just found out Pinterest lets you put up videos from YouTube,\u201d\u00a0 Mr. Hart said.<\/p>\n

Of course, that does raise a question: What kind of Pinterest user would want to pin a photo of cleaning equipment or cleaning fluid to his or her own board? Mostly, Mr. Hart said, people who buy cleaning supplies in bulk and are looking to share their finds with other such buyers (think people who belong to industry associations). Mr. Hart concedes that the company still has a lot to figure out when it comes to integrating Pinterest into its marketing strategy. It\u2019s not easy to get Pinterest pages to show up high in a Google search. That means for now most prospective ETS customers will have to learn about it by first coming to the company\u2019s Web site.<\/p>\n

The biggest downside to Pinterest for ETS is that so far it has only a tiny fraction of the number of users drawn by Facebook and Twitter. Thus, ETS has in the range of a thousand people who \u201clike\u201d its three Facebook pages and several hundred Twitter followers but only a few dozen Pinterest followers at the moment. \u201cThe huge base isn\u2019t there yet,\u201d\u00a0 Mr. Hart said.<\/p>\n

Mr. Hart also complained that Pinterest, like Facebook and Twitter, lacks the sort of analytics that Google provides for tracking traffic and figuring out how people get to your Web site, which makes it harder to know what needs to be tweaked to increase traffic. Google analytics can track how many visitors to the company\u2019s Web site came to it through Pinterest \u2014 but so far, that number is negligible. All in all, Mr. Hart concedes there has been little concrete payback for the time invested in Pinterest, and there\u2019s no real evidence that the payback will be there down the road. But Mr. Schuster expects the number of visitors to the ETS boards to grow, and given the advantages in displaying the company\u2019s wares and the ability for visitors to share their interest in them, he believes it\u2019s worth a few hours a week.<\/p>\n

It would be nice, he added, if customers could just click a \u201cbuy\u201d button when they see a photo of a product they like on Pinterest. But for now, at least, the social network is keeping things, well, social.<\/p>\n

You can follow David H. Freedman on Twitter<\/a>, Facebook<\/a> and on Google Plus<\/a>.<\/em><\/p>\n

http:\/\/boss.blogs.nytimes.com\/2012\/05\/30\/does-a-cleaning-equipment-company-belong-on-pinterest\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

From New York Times – Does a Cleaning-Equipment Company Belong on Pinterest? Three months ago, Craig Schuster was at home when he noticed what appeared to be a visually interesting clothes-shopping site on his wife\u2019s computer screen. She told him it was actually a relatively new social-networking site called Pinterest, something of a cross between … <\/p>\n

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