B2B Marketing Part 3: Marketing Media for B2BMichelle FarabaughTitle title title, Cognitive DataCarol Worthington-LevyCreative Director, Worthington-Levy Creative
What’s up for this session? B2B has its own challenges to address: How do you get customers? Mail: direct mail or catalogs? Space advertising? Email with affiliate relationships? Web search methodology: SEO and organic? Web features such as video? How do you maintain relationships? Mail? Email? Calls to customers/prospects?
Proventactics and strategies that help B2B businesses cultivate customers
Contact strategies used to be fairly simplistic Months 0 3 6 9 12 Order Catalog remail Thank you letter Catalog mailing Bounce back catalog
With new tools, capability and frequency of contact has skyrocketed Weeks Pre-order 0 1 2 3 Period Order Emails
Customers are hard to get, relationships fleeting Tailor communications to the relationship timeline — Make sure you never let them go for even a week If you don’t keep talking with them, someone else will… Cross-sell Renewal/Statement Nothing? Win Back Thank You
Different contact methods should be designed and written in a particular way to do its job well Space ads: must be visual, a fast read, w/some kind of clear offer Email: same rules, but also need killer subject lines. Goal: get them to a landing page, PRONTO. Web: provide reasons to drill down quickly. Designed with eye flow and behavior studies. Feature some offers and specials Direct mail: great teasers on the outside.Personal message. Strong call to action and at least two ways to respond. Writing that’s not dry – instead, aspirational and compelling – yes, even in B2B Catalog: Powerful visuals to arrest attention, great teasers with offers, paginated to pull reader quickly to what they want Telemarketing: Great script with well-trained team; longer term follow-up relationship with customer list will increase lifetime
While DM print media (catalog, direct mail, or print advertising) is good for…
Space advertising tips Space advertising: Prospect where you know they are reading articles it must be measurable (Don’t forget to include an offer) – print and online — and even outdoor! Communicate instantly – clever or convoluted always fails
Space advertising tactics The most successful ads are very straightforward Clear communication is always better than something symbolic
Such clever creative. That nobody understands. These run in airports all over the world.What are they selling?
What in heaven’s name…?? Oh well, they say that sex sells… but does this make you believe they have a truly unique selling proposition? Nah.
Online ad that really works Online ads must invite interaction
‘Shoulds’ and mandates turn off your customers So many things wrong with this aside from the headline Meaningless image All caps headline Copy set too wide This does not invite any interaction or decision
Who would take the time to read this? Quick easy reading is mandatory
This ad will be ignored Who would take the time to read this? All caps heads Copy reversed out of tan Nondescript photo: what would tell this story better for a business airline?
Focus on your prospect and their needs Chest beating bores your prospect: make it about them Emotional grabs attention and highlights customer concerns
There are basic human needs and reactions Everyone wants to look smarter to their boss – neater to their clients – more successful to their peers
People love knowing you’re providing them options for the future They can see they’ll never regret their decision
Testimonials clarify who you are to this audience Professionals who want a ‘sure thing’ look to their respected colleagues for suggestions Keep testimonials pared down to the real ‘meat’
Best known: the Pigalog, their annual resource book
The small one is called Leak & Spill, and is positioned as “NOW” — sent monthly
Tightly target your audience: it pays! Specific market-appropriate works better than generalized Your customer has personality. Tap into that Show added value by highlighting your unique services throughout.
Test lead generation for your catalog or website using mail Use the power of mail databases to find your customers Any online customer you capture this way will also be a good prospect for catalog mailings
But don’t assume they know who you are We have no idea of what Jameco is, and why we’d even want their catalog
Think “Campaign” …by updating the site regularly to match the catalog and mailings
Use personalization to highlight their needs based on your data about them
For maximum effectiveness, highlight one product Especially if you have many products, choose one strong product to represent your line and generate interest Make sure your list is highly targeted for that one product Choose a product that has either very little competition, OR you can make a point that yours will do the job better No chest-beating. Prospects are not impressed with ‘we are the best’ messaging …and are often turned off They care about one thing ONLY: what’s in it for THEM?
Use direct mail not just to tell… but engage! Patient literature is sold to doctor’s offices as ‘handouts’ to patients Asking doctors to review samples and give us their opinion gave them a new control Old package
B2B mail can be colorful and interesting As long as it has a clear point, you can do many things with B2B mail that may surprise you… and your prospect
This is for a small company that makes sophisticated research portals
This was to generate leads who have substantial traffic- get this on more sites
Play on emotions – fear and need for success People don’t stop being human when they’re in the workplace Acknowledge what the data on them says is the biggest concern they have – and address it
Use your real estate wisely If your envelope is interesting on the front, they’ll probably turn it over to tear it open Use that space to highlight another reason for them to go inside
Get attention quickly with a postcard This proofreading service has sent many postcards with typos on them, getting my attention!
Generate web traffic: good postcards get big ROI It doesn’t replace a catalog a great action generator very inexpensive Highlight a specialty product
For ‘pureplays’ postcards are a boon to traffic Many ordered directly from these cards
If a sale is worth a lot, think dimensional You can make a box pkg a a lead generator Break your list into layers: C-level people in a company get dimensional, others get flat mail
Use it to land a big contract Remington Arms’ B2B division – This is a product that gets an industrial kiln working again fast, by cleaning it out with one big blast! Plant supervisors got boxing gloves, plant CFOs got stopwatch Payoff: sent to 400 highly qualified prospects in 200 biggest kiln-operated businesses Cost $10K total, brought in 5 new contracts for average of $350,000/ea in equipment and materials – ($1.7 million) plus ongoing fulfillment of materials needed for operation
It’s easy to screw up dimensional!To be effective it needs solid DM ingredients.
Test … subject lines, offers, messaging Here’s where knowing your audience can really make a difference Some audiences don’t respond to discounts and remain loyal Measure the responder behavior - to determine lifetime value Don’t assume you know the answer already – even the most seasoned pros get fooled by their perception vs. reality
Offer Test — it may surprise you Scale it for what you want them to do Be clear WHAT you want them to do, and tell them Give them rules by which they can get the offer Keep in mind: many companies won’t allow an employee to accept anything of value over, say, $20-25 At left: one of two test emails: lead generation. We offer-tested a webinar about their topic versus a chance to win a Tablet PC.
Build a “triggered” system for emails Whatever the customer does, or doesn’t do, there should be some triggered emails to re-contact them… Shopping cart reminders Notices that backordered item is in Refill and renewal/upgrade reminders New product that may be compatible with what they have Local events related to their business
Test using VIDEO in your emails Some fascinating statistics for B2B market… More than 75 percent of business executives regularly view online video content, according to Interactive Media Strategies' "Enterprise Video Communications Survey," Q1 2011. Forrester Research reports two to three times higher email clickthrough rates when video content is embedded. …
More on video in emails… Online viewers spend an average of 1.5 minutes with video compared with an average of eight to 10 seconds on static graphic email messages, according to MarketingSherpa. Video ads generate four- to seven-times higher engagement and response rates compared to static ads, according to DoubleClick.
Guidelines for video in your ads and emails… 1. Invest in Engaging ContentAdding audio to your latest PowerPoint presentation isn't engaging and isn't going to generate a response. You only have five to eight seconds to capture viewers' attention 2. Create Viewer InteractivityAn effective online video message for lead generation needs to combine engaging video with interactive multimedia content and calls to action 3. Make It MobileMake sure your video marketing message can be accessed on Smart Phones and tablets, which are commanding an ever-increasing share of online video viewing.
4. Keep it small, and make it easy to turn off if the viewer needs to move onYou lose a potential customer if you frustrate them 5. Have Actionable TrackingGood metrics are essential to understanding the success of sales or marketing initiatives. Requires offers, interaction opportunities, and technology improvements
Video that helps to open dialogue with prospects The SAS company has video on their website that helps the visitor to understand their core proposition and strengths http://www.sas.com/technologies/analytics/ 5.11 Tactical — the premier developer of gear and apparel for law enforcement, firefighters, emergency techs and more — uses video to explain the complex construction and high standards that these customers need and want. Their videos measurably increase sales and reduce time spent with a phone representative http://videos.511tactical.com/videos/28/taclite-pro-pants-and-shorts
Websites: know best practices and use them Hold your own feet to the fire According to a study by iBiz…consumers say… Only 54% of the sites had legible text Only 51% got the consumer where they wanted to go in two clicks or less Only 48% had essential content Only 45% of sites were technically reliable all the time Only 38% of all visited sites have efficient page layout Only 25% had easy-to-find customer service Only 17% have useful ‘search’ function
A little change does you good This site keeps my attention just long enough http://www.epson.com/cgi-bin/Store/jsp/index.do?ref=r0302ECb3Q&OVMTC=Broad&site=&creative=5846031192&OVKEY=epson%20USA&url_id=99103275&gclid=CPeCkez7s6sCFUkbQgodynEdgA
A little change does you good Visual variation helps keep me here
Expand into new markets with microsites Cook’s Direct was looking for a way to get more customers Their core business is cooking tools and equipment for large institutions – in particular, prisons. Along with their custom-developed prison equipment, they also have a lot of general cooking equipment…
Reach those loyal niche markets Customers in the new market use the same tools and supplies that Cooks direct has already! Share fulfillment, but developed a whole new look and feel, logo, etc. to create a site for a niche market
A choice of how customers can respond and view
The more the merrier: increased channels = increased response and increased continued relationships
Xerox: mail and email hit the ball back and forth. Brand is unified. Mail has a sweepstakes to win MacBook Air A later email has sweeps to win an iPad; Landing page shows me how to enter So, now I’ve opted in for email about their products…
After the opt-in, what else do we see? ‘Thank you’ seems stark, out of character. P.S. – would I follow them on Twitter?? Nah! Alternate emails are used to keep my attention Purely a trade-in offer Office Advisor provides tips and templates for the business printing and promos
Summary Use the right media for the job: understand the strength of each Variation trumps perfect brand look and feel. If your brand is consistent you can make changes that keep their interest The most responsive campaign shares elements of all “siblings” — mail, email, website, catalog should share: Offers, response drivers Guarantees and policies Core message: USP, mission, purpose, the 1 key thing you want them to remember about this effort and about YOU Integrated programs work best in terms of customer recognition, longevity of relationships, and even response if there is consistency
A final note: Leo Burnette’s3 principles of the creative process — and how to make B2B compelling and successful There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it. When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either. Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
Contact Us Carol Worthington-Levy Creative Director CWL@Worthington-Levy.com Michelle Farabaugh Title title title firstname.lastname@example.org