The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing

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When a serious B2B company with a whimsical name needed to change its marketing approach, it looked for a different way to tell its story. Henny Penny, one of the country’s largest manufacturers of foodservice equipment, asked VantagePoint Marketing to help make the financial case for its products.

This quick-moving presentation will explore the creative and strategic process behind an integrated campaign that won top honors from BtoB Magazine and BMA Carolinas. The moral of the story? Marketing industrial B2B products doesn’t need to be boring to be effective.

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The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing

  1. 1. Dave  McQuaid   VP  Crea0ve  &  Digital   VantagePoint  Marke0ng  
  2. 2. B2B   20   years   na+onal   global  
  3. 3. History.   Product  benefits.  
  4. 4. STRATEGY  
  5. 5. Equa+on:   Product  benefits.   Math.   Food.  
  6. 6. +    –    x    =    <    >  
  7. 7. “Where  do  we  go   from  here?”  
  8. 8. • Con0nue  the  story.   • Explore!   • Think  money.   • Deal  with  peer  pressure.   • Find  your  own.  
  9. 9. Failure!   136  
  10. 10. Success!   In  6  months:   •  5000+  unique  microsite  visitors   •  3.5+  minutes  average  0me  on  site   •  Nearly  2500  visits  from  ads   •  Over  60%  of  ad  readers  said  they  would     take  ac0on   •  Distributor  appointments  because  of  kit  
  11. 11. Success!   111%  
  12. 12. Thank you!" " about.me/vantagepoint"

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