Creating the Right Market Message for a U.S. B2B Audience


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Presentation on May 22nd at Asharqia Chamber (of Commerce), Dammam, Kingdom of Saudi Arabia. Workshop titled "How to Export to the USA" with an audience of Saudi SMB executives.

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Creating the Right Market Message for a U.S. B2B Audience

  1. 1. May 22, 2013Creating the RightMarket Message fora U.S. B2B AudienceEdward F DixonPartner/SVP, FleishmanHillardMiddle East-Saudi ArabiaAll information © FleishmanHillard unless otherwise attributed
  2. 2. 2AgendaWhat we’ll cover:• US Business Landscape Insights• Managing Your US Reputation• B2B Communication for Business Impact• The Digital Advantage
  3. 3. • Use the font Calibri• Use the fewest words possible in bullets• Put info in the notes, not on the slides— Keep text size at least 16 pt forpresenting on-screenUS BusinessLandscapeInsights
  4. 4. 4US Market Risks“Global Report: Turn risks and opportunities into results”– Ernst & Young, 2011
  5. 5. 5US Market Opportunities“Global Report: Turn risks and opportunities into results”– Ernst & Young, 2011
  6. 6. 6BUSINESS CULTURAL GEOGRAPHIC• Financial anxiety• Product safety &quality• Transparency• SustainabilityBusiness, Cultural, Geographic Insights• Digital is ubiquitous –your customers arealso consumers• Extreme culturaldiversity• “Buy American”• China effect• Activist consumers• Local vs. nationalmindset• Industry pockets• No geographies –digital communities• 24x7 customer service
  7. 7. Managing Your USReputation
  8. 8. 8FleishmanHillard’s approach:Brand and Reputational AlignmentOrganizations must understand and manage the visibilityand authenticity of their actions with the experiences andexpectations of their important audiences.B R AN DWhat you say andhow you behaveR E P U TAT I O NShared perceptionsof all audiencesE X P E R I E N C EE X P E C TAT I O N SV I S I B I L I T YAU T H E N T I C I T Y
  9. 9. 9AuthenticityAuthentic EngagementManaging alignment between brandand reputation to achieve moresuccessful business resultsAuthenticity GapThe divide between consumersexpectations and their experiences
  10. 10. 10The Nine Driversof Authenticity
  11. 11. 11CompetitiveAdvantageStabilityPriceadvantageCompanies with better reputations:• Command premium prices• Pay lower prices• Entice top recruits• Have more stable revenues• Face fewer risks of crisis• Experience greater loyalty, internally andexternally• Are given greater latitude by constituents:opportunity to operate• Have higher market valuation and stockprices• Have greater loyalty of investors, less stockprice volatilityPaul Argenti, Tuck School, Dartmouth June 2008Reputation Advantages
  12. 12. B2BCommunicationfor BusinessImpact
  13. 13. 13Essential IngredientsNew solutions, expanding opportunities,call to action– not just about the companyComments on currentissues and eventsDevelopments about thecompany, division products,process or peopleNEWS EXPERTISELEADERSHIP
  14. 14. 14Effective Communication• Advances business goals• Empowers friends & neutralizes adversaries• Increases freedom to operate• Builds and protects reputation
  15. 15. 15Which Influencers Matters?Government officials• Multiple levelsLabor unions• Not monolithicEnvironmentalists• Moderates and RadicalsPolicy advocates• Friends and adversariesThought leaders• Think tanks and academics• Analysts
  16. 16. Delivering your messageP E S O
  17. 17. 17The Opportunity is with US Trade Media
  18. 18. 18The New AudienceCustomer control• When, where and how they access informationInstant gratification• Search as a cultural phenomenonEmigration away from mainstream media• Looking for specialized, not generalized contentNiche communities• People seek out those in-the-know or in a similar circumstance
  19. 19. 19Targeting Vertical Industries: Trade Shows• Go where the customers are• Face to face engagement lends credibility• Leverage existing customers & channel partners• Spokesperson interviews (CEO)• Leverage trade-specific media• Use new technologies & social media
  20. 20. 20Sharing Valuable ContentSlideShare• YouTube of presentations• 25 million monthly visitors• Viral via LinkedIn and Facebook• Branded business channels
  21. 21. 21
  22. 22. The Digital Advantage
  23. 23. 23The New Math: New Influencers and the Value of OneOrganization• Old Marketing: Broadcasting to 1,000,000 to engage 100• New Marketing: Engaging the right 10 peoplewho reach 1,000 who influence 10,000
  24. 24. 24Small Business Marketer Resources
  25. 25. 25Join, Borrow or BuildPercentage of B2B SmallBusiness Marketers Who Usevarious Social Media Platformsto Distribute Content(Content Marketing Institute)
  26. 26. 26
  27. 27. 27Borrow: American Express OPEN Forum
  28. 28. 28Build: CAT Online Community
  29. 29. 29
  30. 30. 30Search• C-Suite (over-50-US) use search to help make decisionsVideo• 75MM people watch online videos daily• YouTube has > 1B unique users per month• 72 hours of video uploaded every minuteDon’t ForgetSource: Forbes Insights, “The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information” Report, June 2009
  31. 31. 311) Understand your customer needs andchallenges, and provide authenticengagement2) Go where your customers are – physicallyor virtually3) Don’t build communication tools if youdon’t’ have to4) Targeted, focused media is possible andeffective in reaching US businesses5) Digital gives you a powerful way to reachacross geographiesFive Key Takeaways
  32. 32. 32Resources• LinkedIn:• Inc. Magazine:• American Express Open• Small Business Learning• Fast Company:• SlideShare:• Content Marketing
  33. 33. Edward F. 55 193 7407