Creating the Right Market Message for a U.S. B2B Audience
•
0 likes•377 views
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.
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to Creating the Right Market Message for a U.S. B2B Audience
Similar to Creating the Right Market Message for a U.S. B2B Audience (20)
Recently uploaded
Recently uploaded (20)
Creating the Right Market Message for a U.S. B2B Audience
- 1. May 22, 2013 Creating the Right Market Message for a U.S. B2B Audience Edward F Dixon Partner/SVP, FleishmanHillard Middle East-Saudi Arabia All information © FleishmanHillard unless otherwise attributed
- 2. 2 Agenda What we’ll cover: • US Business Landscape Insights • Managing Your US Reputation • B2B Communication for Business Impact • The Digital Advantage
- 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 for presenting on-screen US Business Landscape Insights
- 4. 4 US Market Risks “Global Report: Turn risks and opportunities into results”– Ernst & Young, 2011
- 5. 5 US Market Opportunities “Global Report: Turn risks and opportunities into results”– Ernst & Young, 2011
- 6. 6 BUSINESS CULTURAL GEOGRAPHIC • Financial anxiety • Product safety & quality • Transparency • Sustainability Business, Cultural, Geographic Insights • Digital is ubiquitous – your customers are also consumers • Extreme cultural diversity • “Buy American” • China effect • Activist consumers • Local vs. national mindset • Industry pockets • No geographies – digital communities • 24x7 customer service
- 8. 8 FleishmanHillard’s approach: Brand and Reputational Alignment Organizations must understand and manage the visibility and authenticity of their actions with the experiences and expectations of their important audiences. B R AN D What you say and how you behave R E P U TAT I O N Shared perceptions of all audiences E X P E R I E N C E E X P E C TAT I O N SV I S I B I L I T Y AU T H E N T I C I T Y
- 9. 9 Authenticity Authentic Engagement Managing alignment between brand and reputation to achieve more successful business results Authenticity Gap The divide between consumers expectations and their experiences
- 10. 10 The Nine Drivers of Authenticity
- 11. 11 Competitive Advantage Stability Price advantage Companies 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 and externally • Are given greater latitude by constituents: opportunity to operate • Have higher market valuation and stock prices • Have greater loyalty of investors, less stock price volatility Paul Argenti, Tuck School, Dartmouth June 2008 Reputation Advantages
- 13. 13 Essential Ingredients New solutions, expanding opportunities, call to action– not just about the company Comments on current issues and events Developments about the company, division products, process or people NEWS EXPERTISE LEADERSHIP
- 14. 14 Effective Communication • Advances business goals • Empowers friends & neutralizes adversaries • Increases freedom to operate • Builds and protects reputation
- 15. 15 Which Influencers Matters? Government officials • Multiple levels Labor unions • Not monolithic Environmentalists • Moderates and Radicals Policy advocates • Friends and adversaries Thought leaders • Think tanks and academics • Analysts
- 16. Delivering your message P E S O
- 17. 17 The Opportunity is with US Trade Media
- 18. 18 The New Audience Customer control • When, where and how they access information Instant gratification • Search as a cultural phenomenon Emigration away from mainstream media • Looking for specialized, not generalized content Niche communities • People seek out those in-the-know or in a similar circumstance
- 19. 19 Targeting 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 Sharing Valuable Content SlideShare • YouTube of presentations • 25 million monthly visitors • Viral via LinkedIn and Facebook • Branded business channels
- 21. 21
- 23. 23 The New Math: New Influencers and the Value of One Organization • Old Marketing: Broadcasting to 1,000,000 to engage 100 • New Marketing: Engaging the right 10 people who reach 1,000 who influence 10,000
- 24. 24 Small Business Marketer Resources
- 25. 25 Join, Borrow or Build Percentage of B2B Small Business Marketers Who Use various Social Media Platforms to Distribute Content (Content Marketing Institute)
- 26. 26
- 27. 27 Borrow: American Express OPEN Forum
- 28. 28 Build: CAT Online Community
- 29. 29
- 30. 30 Search • C-Suite (over-50-US) use search to help make decisions Video • 75MM people watch online videos daily • YouTube has > 1B unique users per month • 72 hours of video uploaded every minute Don’t Forget Source: Forbes Insights, “The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information” Report, June 2009
- 31. 31 1) Understand your customer needs and challenges, and provide authentic engagement 2) Go where your customers are – physically or virtually 3) Don’t build communication tools if you don’t’ have to 4) Targeted, focused media is possible and effective in reaching US businesses 5) Digital gives you a powerful way to reach across geographies Five Key Takeaways
- 32. 32 Resources • LinkedIn: www.linkedin.com • Inc. Magazine: www.inc.com • American Express Open Forum: www.openforum.com • Small Business Learning Center: www.sba.gov • Fast Company: www.fastcompany.com • SlideShare: www.slideshare.com • Content Marketing Institute: www.contentmarketinginstitute.com
- 33. Edward F. Dixon edward.dixon@fleishman.com +966 55 193 7407