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MSN E-Newsletter July 2015

To view current and archived issues of Maintenance Sales News, click here.

By Jason Filler
Director of Sales & Marketing
Axis GMO

Success online today is about getting your prospects and customers to really engage with you in a digital capacity. Increased visibility and traffic are the focus for many businesses, but engagement is the most important outcome for a campaign.

Online marketing options have evolved and expanded in the last few years, and your strategy must reflect the new mobile- and tablet-based marketplace. Companies should focus on what makes them unique in the value that they provide their customers and how they can differentiate themselves from the competition, and digital media can be used as a lever to successfully accomplish these outcomes.

For both manufacturers and distributors, effective strategies today foster engagement, promote desirable content, enhance the customer’s experience and create a competitive advantage that makes them leaders in their local markets and online.

The rise of the Internet, social media and other digital online components, has shifted the ways businesses — both large and small — interact with their customers. Focusing on “touch points” is a thing of the past, and the most successful marketing and sales processes instead form meaningful relationships with customers over time. This means meeting your customers where they are already looking for you, delivering relevant, interesting content and keeping your brand front and center to build loyalty and keep them returning to your company.

There are many tools available today for meeting these goals, including social media, blogging, email marketing and more, but the following three are the most valuable in your digital marketing kit: mobile responsive web design, video marketing and retargeting campaigns.

Mobile Responsive Web Design
More than half of all digital media time today is spent on mobile devices. In fact, there’s a good chance you are reading this article right now on your smartphone or tablet. More and more customers are looking for your business online than ever before, and if your website isn’t optimized for mobile viewing, they will go straight to your competition.

Mobile responsive websites are designed so that all of their images, structural components and content, react to the size of a visitor’s screen. This technique optimizes the browsing experience by ensuring that your website looks and performs flawlessly no matter the device on which it is accessed, be it a smartphone, tablet, laptop or desktop computer.

Responsive design is the easiest way to reach your customers (and potential customers) across multiple devices, and the benefits are enormous:

• Increased reach: Mobile Internet usage is exploding, and mobile responsive web design lets you meet customers where they want — on their tablets and smartphones;

• Increased conversion rates and sales: The consistent user experience created by mobile responsive sites increases conversion rates across devices;

• Increased visibility in search engines: As of April 21, Google’s algorithms strongly favor mobile-friendly sites and penalizes those that don’t perform well on mobile devices. If you want to get found on the world’s largest search engine, you need a mobile responsive site; and,

• Saving time and money on site development and management: Mobile responsive design allows you to build and maintain a single site that works on all devices.

Video Marketing
Video gives you the opportunity to engage with customers and put a human face on your business. It’s one of the most effective and powerful ways to boost online visibility, direct qualified traffic to your website and convert that traffic to business.

Video is peerless when it comes to increasing reach — over 1 billion unique visitors come to YouTube each month, and video is the key that opens that exposure to your business. No other form of content can produce the same results.

In the next two years, video will account for nearly 70 percent of all Internet traffic, and it’s easy to see why:

• Video is 53 percent more likely than text to appear on search engines’ first pages;

• It’s inherently shareable, and website visitors spend more time on your website and interacting with your brand when video is present; and,

• For manufacturers, video offers a competitive advantage to help distributors grow. It’s the top tool in online asset development, and it is a powerful, valuable tool to offer distributors.

Paid Retargeting Campaigns
Retargeting campaigns is an incredibly effective conversion optimization tool. The process works by tracking visitors to your website and displaying carefully crafted ads to them when they visit other sites online.

Let’s say a visitor comes to your site, learns about your services and products but leaves before making a purchase. Later, they visit another website that allows Google advertising and your brand stays front and center in their minds, thanks to a retargeting ad. When they come back to your website, they are more likely to make a purchase: only 2 percent of consumers make a purchase the first time they visit an online store, but the other 98 percent have the opportunity to be brought back through retargeting.

This process is remarkably effective when it comes to generating greater online sales, because every time a customer views your retargeting ad, your brand gains more recognition and traction. It’s kept front and center for “window shoppers” who now know exactly where to go when they are ready to buy.

Retargeting also has a higher ROI than many other digital marketing strategies because it focuses on people who have recently shown interest in your brand and are already familiar with your business. This laser focus increases conversions and makes retargeting one of the most cost-effective investments for your marketing budget.

"Each of these strategies creates meaningful contact with customers and prospects that can drive revenue. Axis GMO pairs its knowledge of mobile responsive design, video marketing, retargeting campaigns and other digital marketing strategies with over 18 years of experience in the jan/san industry. Axis GMO has a track record in this industry of service and results. It can increase a company’s website traffic, improve search engine rankings, develop online assets and get people to engage with your company."

To schedule a free online presence and
website review, contact Jason Filler at, call 888-838-0218
or visit

The SCA 2015 Tork Report:
Evaluating Sustainability, Now And In The Future

SCA, the producer of the Tork brand of Away-from-Home professional hygiene products has released its 2015 Tork Report, a survey and evaluation of sustainability today and an outlook of its future.

“Though the movement appears to have plateaued, the 2015 Tork Report suggests it should be viewed as a lull, during which companies are weaving sustainability into business models one-by-one, and preparing for the next wave of innovation," said SCA representatives.

“Despite the growth of sustainability in the B2B industry, businesses across the United States have struggled to establish meaningful sustainability goals. The Tork Report survey of B2B professionals found that although most companies (86 percent) have shown sustainability has value and are pursuing sustainability initiatives, the majority haven’t set goals for future reductions in their environmental impact. At the same time, nearly half of respondents (47 percent) believe sustainability will become more important in the future, suggesting that sustainability is not only here to stay, but should be prioritized.”

According to Mike Kapalko, customer brand & sustainability manager for SCA’s North American business, “This year’s Tork Report offers business leaders a fresh perspective on where sustainability has been and where it may be heading – toward a new wave of sustainability developments that will improve the bottom line as well as reduce environmental impact.”

The following information is included in the report:
• The Sustainability 2.0 Mindset: In the past, companies have largely focused on improving profitability by singular initiatives like waste reduction and energy efficiency. Organizations also began using sustainability to differentiate themselves from competitors. However, with increasing pieces of environmental legislation, companies may soon find themselves spending more time complying with new policies than exploring innovations to help the bottom line and protect the planet;

• The Next Wave Of Sustainability Innovation: The progress of the sustainability industry seems to have flat-lined, but in fact, businesses are just gearing up for the next move. Largely, baseline sustainability initiatives meant to cut costs and use resources more efficiently have been implemented. However, there is growing concern that further advances in sustainability may be cost prohibitive to implement and could put organizations at a competitive disadvantage; and,

• A Path Forward For Businesses: Though one in six businesses say they don’t know where sustainability is headed in the future, many still believe it will play an even greater role. One step toward achieving the next level of sustainability is to use lifecycle assessments to measure the environmental impacts associated with a product, process or service. Companies can begin to create this momentum by incorporating new business models and setting the standard for sustainability, moving the needle forward.

Following are additional findings from the report:
Less than one in four businesses thought sustainability was a reason for success, but almost three-quarters (70 percent) of respondents felt that sustainability played some role in why consumers bought their products;

About one in four companies said that while sustainability is not a requirement for their suppliers, it is a factor considered when selecting a partner; and,

More than half of businesses (55 percent) do not think they’re effected by climate change. However, severe weather has affected a number of industries’ supply chains in the last several years.


To download a copy of the Tork Report, visit

The Tork brand offers professional hygiene products and services to customers ranging from restaurants and health care facilities to offices, schools and industries. Products include dispensers, paper towels, toilet tissue, soap, napkins, and industrial and kitchen wipers.

Visit for more information.


Pat O’Connell Named Vice President
Of SCA’s Central Region Of
Away-from-Home Professional Hygiene
In North America


SCA has promoted Pat O’Connell to vice president of the Central Region of SCA’s Away from Home Professional Hygiene North America business.

He is now responsible for developing sales teams and strategic customer relationships within the Central Region of North America.

O’Connell has been with SCA for 24 years and was previously senior district sales manager for the Ohio district. Prior to joining SCA, he worked in distributor sales, and with large paper manufacturers.

Visit for more information.

From Americo: New Partnership
RJ Schinner Now Carries Americo Product Line

“The Americo - RJ Schinner partnership agreement includes RJ Schinner’s commitment to 24- to 48- hour turnaround times on stock items, 85 percent of orders delivered on RJ Schinner trucks, and 98 percent-plus order fill rates. RJ Schinner's 26-state industry presence includes 11 branches across the Central United States, with over 812,000-square-feet of warehouse space,” said spokespeople.

For over 60 years and three generations, RJ Schinner has been in the wholesale distribution of plastic and paper packaging and disposables, serving the food service, supermarket, and sanitation markets.

Visit for more information.

Americo Manufacturing Company, headquartered in Acworth, GA, is a manufacturer of environmentally friendly cleaning products such as synthetic and natural fiber floor pads, hand pads, utility pads and floor matting.


Americo’s Full Cycle™ pads are specially formulated to rapidly biodegrade* once discarded into an active landfill. In its 46th year of operation, Americo’s products are currently sold in over 70 countries worldwide.

Americo® and Full Cycle™ are trademarks of Americo Manufacturing Company, Inc.

Visit for more information.

*The actual rate of biodegradation of Americo’s Full Cycle™ pads, as well as the rate of all plastic materials in landfills, will be slower and will vary, depending upon actual landfill conditions.


Industry Veteran And Former Tornado Industries Sales Supervisor James Campbell Dies

James Campbell, age 63, formerly with Tornado Industries, a manufacturer of professional cleaning equipment, and Brady Industries, a janitorial and sanitation distributor based in Las Vegas, NV, died June 3.

According to Michael Schaffer, a longtime colleague and friend, Campbell died at MD Anderson Cancer Center in Houston, TX, surrounded by his wife of 32 years, Lisa, and his family. The cause was complications associated with leukemia.

“Jim was first diagnosed with acute myeloid leukemia (AML) in August 2014,” said Schaffer. “Because he was a Navy veteran, he was originally treated at San Francisco VA Medical Center. His treatment was then transitioned to MD Anderson Cancer Center in Houston, TX, where he underwent various treatments including a stem-cell transplant just 70 days prior to his death.”

Campbell started his career in the professional cleaning industry in 1980 when he was hired by Breuer Electric Manufacturing Company, which later became Tornado Industries. Based in Southern California, he represented Tornado in Southern California, New Mexico, Arizona, and Nevada. In time, he was promoted to sales supervisor, in addition to maintaining his own territory.

James Campbell

After leaving Tornado, Campbell joined Brady Industries as an equipment specialist. He also held positions at Hild, a maker of floorcare equipment, and EDIC, a manufacturer of professional carpet cleaning equipment.

“Jim retired in March 2014, just a few months before his diagnosis,” said Schaffer. “He has left behind many friends in the industry, along with the many customers he worked with.”


Spartan’s CleanCheck® Qualifies As CITS Advance Certification Program For Cleaning Professionals

Spartan Chemical Company’s CleanCheck® Training System has been verified through the International Sanitary Supply Association (ISSA) as a Cleaning Industry Training Standard (CITS) Advanced Certification Program for cleaning professionals.

“ISSA created CITS to help address the need for training and improved professionalism across all segments of the cleaning industry. CITS is the sister program to ISSA’s Cleaning Industry Management Standard (CIMS), which focuses on management of an organization. The CITS program was developed to verify training programs and training facilities to a set industry standard, as well as, improving the skills of industry trainers through a comprehensive workshop.

"CITS verification demonstrates that the programs comply with the training best practice elements as outlined in the CITS Standards and are committed to promoting professionalism and increasing pride within the cleaning industry. The following CleanCheck modules (Hard Floor Care, Health Care/Acute Care/Long Term Care, Carpet Care, Restroom Care, Safety/Hazcom, Classroom, and Office) have been verified by ISSA as advanced specialty training programs,” according to a press release.

“Spartan’s CleanCheck Training system allows cleaning staff to master the proper procedures that promote a safe and clean environment. CleanCheck offers modules covering basic and advanced topics for cleaning offices, restrooms, hard floors, and carpeting, as well as, health care and educational facilities.


"In addition, comprehensive safety modules demonstrate Bloodborne Pathogen Standard and GHS OSHA HAZCOM. All modules include bilingual, online and DVD based tutorials, laminated training cards, interactive tests, and an instructor manual. CleanCheck is a program that trains employees and keeps cleaning operations compliant.”

Spartan Chemical Company, Inc. has been involved in the formulation and manufacture of sustainable cleaning and sanitation solutions for the industrial and institutional market since 1956. A U.S. employer, Spartan manufactures from its facility in Maumee, OH, and sells both domestically and internationally through a network of distribution.

Visit for more information.


Diamond Chemical Names
Lucas Ireland Systems Installation Technician

Diamond Chemical Company Inc., of East Rutherford, NJ, a national manufacturer of laundry, warewash, floor care, housekeeping, organic intermediates, industrial and consumer products, has named Lucas Ireland systems installation technician.

Since attending Ivy Technical Institute, Ireland has had three years of experience in the computer information systems, electrical, hydraulic and pneumatic fields as an industrial equipment technician.

Diamond Chemical is a developer, manufacturer and supplier of products, systems and services for the textile rental, institutional and hospitality laundry industries.

Call 1-800-OK-4-SOAP for more information.

Lucas Ireland

Tornado’s EB30:The Mini Sweeper For Quick Cleaning

“The EB30, Tornado’s motorized ‘mini-sweeper,’ is battery operated and offers features that make it effective, durable, and operator friendly,” according to Tornado.

“This economical system has a 12-inch-wide footprint, comes with a removable 7.2-volt rechargeable battery that provides a full charge in about 12 hours, and has a powerful brush head that sweeps debris into an easily removable 1-liter bin.

“This system is recommended for quick cleaning entries, hallways, mats, and other carpeted areas. The EB30 is also quiet at 56 decibels.”

Tornado Industries has been engineering cleaning equipment for more than 80 years.

Visit or call 800-Vacuums (800-822-8867) for more information.


DPA Holds 2015 Conference In Myrtle Beach, SC

DPA’s 2015 Buying and Networking Conference was held recently at the Myrtle Beach (SC) Marriott at Grande Dunes. Over 150 distributors and suppliers were in attendance for the annual networking and sales meeting.

DPA distributor members and suppliers met 1-on-1 over the course of two days, attended sales presentations and took part in distributor roundtable discussions. Distributors were also offered Show Special promotions.

Visit or call 800-562-7826 for more information.

DPAconferenceAttendees are pictured taking part in roundtable discussions as part of DPA's annual conference.

From CFR:
Advice Distributors Can Offer Cleaning Technicians

Doug Berjer, of CFR (continuous recycling extractors) offered the following suggestions on what to do or say in some common carpet cleaning customer situations:

Customer: See these you think they will come out?
What not to say: “Yeah, no problem.”
What to say: “May I test the area first and see if they come out?”

Technician: Ms. Smith, would you show me what carpet in the building you want cleaned?
What not to do: Just listen and expect to remember the details.
What to do: Carry a pen and notebook and jot down notes. It shows you are a caring professional and ensures that special instructions are clear.

Technician: Drive up to the house and park.
What not to do: Park in the driveway.
What to do: Ask the customer for permission to park in the driveway and explain why it may be necessary.

Customer: This cabinet is more than 100 years old, please be careful around it.
What not to do: Nothing.
What to do: Call your crew over and mention this in front of the customer. It’s reassuring and helps prevent an unfortunate incident.

Customer: Is your work guaranteed?
What not to say: “Sure.”
What to say: “If there is a problem, just call us back and we will correct it. If we cannot correct it, we will refund your money.”


Technician: Needs a place to dump out dirty water.
What not do to: Dump the water in a toilet
What to do: Ask Ms. Smith’s permission to empty the soiled solution in a toilet and invite her to see how much soil has been removed from the carpet.

Customer: How long will it take the carpets to dry?
What not to say: “A few hours.”
What to say: “The carpets will likely be damp for a few hours. If you can, avoid walking on them for about eight hours.”

CFR designs and manufactures eco-friendly carpet cleaning systems and specialty tools with patented technology.

Visit for more information.


From Air-Scent:
Scatter® Odor Control
Granules With Citronella

“Scatter® Odor Control Granules With Citronella neutralize odors on contact in and around dumpsters, compactors, waste receptacles, waste management operations and other commercial, industrial and municipal sites,” said Air-Scent.

Scatter® is available in 440-pound fiber drums, 240-pound fiber drums, 40-pound pails, 8-pound wide mouth jugs and 2-pound shaker cans.

Contact Air-Scent® International at 800-247-0770 or 412-252-2000, or visit for more information.


Rankin Publishing Co., Inc. | 204 E. Main St., P.O. Box 130 | Arcola, Illinois 61910-0130, USA
(800) 598-8083 (217) 268-4959 Fax: (217) 268-4815 | email:


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