The document provides tips for successful Business-to-People (B2P) marketing campaigns based on lessons learned from various B2P case studies. It outlines 10 steps for succeeding in the new B2B frontier, including embracing transparency between B2B and B2C, wrapping hard sells in soft shells to make them more appealing, thinking like a publisher by creating compelling content, and turning happy clients into post-purchase ambassadors. The case studies illustrate how various companies activated partners and increased sales by telling emotionally relevant brand stories that felt more like B2C campaigns than traditional B2B communications.
Work I created from teams I've managed including campaigns and programs from Momentum Worldwide, DraftFCB, Marketing Drive/FCB, Leo Burnett and Leapnet.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
BBDO Connect: How brand experiences help building stronger brandsBBDO Belgium
Today, the stakes are raised and the bar is set even higher. More than ever, interaction, conversation and customer experience are key elements of your brand strategy that can make the difference. Discover how interactive events and unique experiences can fit into a global communication plan. With some insights, examples and lessons learned, we’ll show you how to increase your customer’s commitment towards your brand.
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
Developing the Guinness Online Community. From Social Media to CRM.
Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
Work I created from teams I've managed including campaigns and programs from Momentum Worldwide, DraftFCB, Marketing Drive/FCB, Leo Burnett and Leapnet.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
BBDO Connect: How brand experiences help building stronger brandsBBDO Belgium
Today, the stakes are raised and the bar is set even higher. More than ever, interaction, conversation and customer experience are key elements of your brand strategy that can make the difference. Discover how interactive events and unique experiences can fit into a global communication plan. With some insights, examples and lessons learned, we’ll show you how to increase your customer’s commitment towards your brand.
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
Developing the Guinness Online Community. From Social Media to CRM.
Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
Retailers, specifically multichannel retailers, face great challenges reaching customers in an increasingly complex landscape of communications media and sales channels. Fabrique has developed an easy to follow method in getting the most out of the relationship with your customers. Examples are from Dutch and international retail and fashion.
This updated presentation is aimed at marketeers and senior designers.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
Retailers, specifically multichannel retailers, face great challenges reaching customers in an increasingly complex landscape of communications media and sales channels. Fabrique has developed an easy to follow method in getting the most out of the relationship with your customers. Examples are from Dutch and international retail and fashion.
The presentation is aimed at marketeers and senior designers.
5 things you need to know to make you a smarter mobile marketeer - Seattle Mo...Paul Booth
Julie Lynn Try (Southard) of Xbox takes us through her 5 important lessons of mobile marketing for Seattle Mobile Mixers.
For more information, please follow @MobileMixers on Twitter
To be more scientific, marketers should learn and use the scientific method. It's not enough to have a beaker in your logo. This is a short overview of how to keep the scientific method in mind when approaching marketing and business problems.
High-level presentation given to the Houston Interactive Marketing Association (HIMA) on February 12, 2015.
If you're interested in making maps, check out our roundup of free map making software. There's something for beginners and advanced map nerds alike. Check out the full blog here: http://januaryadvisors.com/best-free-tools-for-making-maps/
Some Thoughts on Volunteering - Net2Houston Presentation 10-8-13Jeff Reichman
I gave a 20 minute talk to NetSquared Houston about volunteering on October 8, 2013. After the presentation, Bruce Haupt and I announced the launch of Open Houston.
Retailers, specifically multichannel retailers, face great challenges reaching customers in an increasingly complex landscape of communications media and sales channels. Fabrique has developed an easy to follow method in getting the most out of the relationship with your customers. Examples are from Dutch and international retail and fashion.
This updated presentation is aimed at marketeers and senior designers.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
Retailers, specifically multichannel retailers, face great challenges reaching customers in an increasingly complex landscape of communications media and sales channels. Fabrique has developed an easy to follow method in getting the most out of the relationship with your customers. Examples are from Dutch and international retail and fashion.
The presentation is aimed at marketeers and senior designers.
5 things you need to know to make you a smarter mobile marketeer - Seattle Mo...Paul Booth
Julie Lynn Try (Southard) of Xbox takes us through her 5 important lessons of mobile marketing for Seattle Mobile Mixers.
For more information, please follow @MobileMixers on Twitter
To be more scientific, marketers should learn and use the scientific method. It's not enough to have a beaker in your logo. This is a short overview of how to keep the scientific method in mind when approaching marketing and business problems.
High-level presentation given to the Houston Interactive Marketing Association (HIMA) on February 12, 2015.
If you're interested in making maps, check out our roundup of free map making software. There's something for beginners and advanced map nerds alike. Check out the full blog here: http://januaryadvisors.com/best-free-tools-for-making-maps/
Some Thoughts on Volunteering - Net2Houston Presentation 10-8-13Jeff Reichman
I gave a 20 minute talk to NetSquared Houston about volunteering on October 8, 2013. After the presentation, Bruce Haupt and I announced the launch of Open Houston.
Flavio Vidigal - Creative process and Creative TasksStas Kremnev
Absolutely superb presentation from Flavio Vidigal (Firstborn) about creativity and working on briefs. Chinese VW cases and especially Intel x Toshiba collaborative campaign are must.
B2B marketing and Covid19: How the industry has adaptedDavid Gyertson
When the world changes suddenly, business and
industries react in different ways, at different speeds.
The B2B marketing industry has proved both resilient
and adaptable. This guide looks at some of the more
interesting and potentially long-lasting impacts
on our industry.
At
The noble art of building brands worth sharing for EURIBPolle de Maagt
The EURIB, the European Institute for Brand management, which was founded by Riezebos and where marketeers are educated in brand, design & reputation management. An impressive line up of guest lecturers (Jeroen de Bakker, Jim Stolze, Renee Peeters, Ingmar de Lange, amongst others) trains the marketeers in branding, digital, positioning and reputation management. A line up that makes me wish I could be a student there.
Very similar to Lessius several days ago, with a lot of practical examples, I try to gently convince the students to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
The noble art of building brands worth sharing for Lessius Interactive Market...Polle de Maagt
Acts not ads. I guess trying to change marketeers to do less advertising and more acts from time to time means you have to preach to new marketeers. Well, preaching might not be the right word but nudging or gently convincing to be more about acts pretty much sums it up.
Gently convincing to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
So, here’s to the new class of marketeers at Lessius Mechelen that is prepared to build brands worth sharing and talking about.
CES 2013: Who Attends CES & How Brands, Marketers & Exhibitors Can Reach ThemBen Grossman
The 2013 International CES was the largest CES in the show’s 45+ year history -- featuring 3,250 exhibitors across 1.9 million net square feet of exhibit space (about 45 football fields). But many onlookers have been left confused by the show’s re-emergence. Who attends CES today and how can brands reach them in 2014? This isn’t your grandfather’s CES. There’s much, much more than the show floor -- in fact many attendees are giving their feet a break and skipping it altogether. Written for brands, exhibitors, marketers and interested attendees, this overview gives Jack Morton Worldwide's point of view on CES 2013.
If you think CES is all about 150,000 people who sell and buy consumer electronics, think again. Many are now affectionately referring to CES as the “Super Bowl of Technology”. As the show has evolved, so have the attendees. We'll talk about the 5 Major types of people at CES and how to reach them in the future.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
1. Prickley Issues 01
Who decided that
B2B campaigns
had to be so boring,
anyway?
Time for change!
+10
Easy ste
ps to suc
on the N ceed
ew B2P
Frontier
2. It’s been one of the most consistent conversation pieces
over the past year: tuned-in MDs commenting on the
somewhat confused state of B2B communication. It’s
changing, everyone feels it, but how? And why such a
Grand Canyon sized gap between enticing ‘pull’ B2C
campaigns and the somewhat dull hard-sell ‘push’
tactics oft-used for B2B?
3. A
middle ground has emerged in the boardrooms, namely B2P –
Business to People. In the past year a wide array of vastly
different clients came through our agency doors with highly
specific B2P briefings. Brands like California shoe company K-Swiss,
global printer make Océ, Swedish Tourism Board VisitSweden, Schiphol,
Amsterdam RAI, to name just a few. Their briefs were tellingly similar:
give us B2B, but make it feel B2C. In trying to meet their expectations
we spent much time seeking out the right balance between hard and soft
selling, rational and emotional, cash and cuddly. Along the way we’ve
made a few key discoveries. And we’ve packaged them for you here
in this Prickly Issues whitepaper. And when all is said and done, we
offer up a B2P Survival Guide for all those marketers looking for
inspiring B2B campaigns.
4. Case 1
K-Swiss
K-Swiss’s
classic woos
shoes into stock
What to do when high-end European retailers are no longer
stocking your most iconic shoe? This was the challenge
facing California sports company K-Swiss in the Spring of
2010. The result was an award-winning campaign (D&AD
‘In Book June 2011) that not only activated retailers to stock
more shoes, but ignited positive conversations about the
K-Swiss brand across the globe.
5. Case 1
K-Swiss
Insight Campaign Results Media Mix
The lowdown
While the Classic shoe itself is just The challenge was to tell the long story The results resonated far beyond Print, brand story, DM,
a pretty nifty heritage sneaker, it’s of the Classic in a way that would help retailers. Because we packaged the hard- PR: plugging & seeding
The D&AD award was
story is extraordinary in these times of retailers sell more shoes. So we broke the sell story of the shoe in an emotionally
certainly unexpected, but
fast-moving goods. The problem was, story up into 8 non-linear chapters and relevant way (i.e. respected designers),
it just goes to show that
K-Swiss didn’t communicate the story asked 8 respected underground designers major sneakerfreak communities picked
even B2B campaigns can
of its shoe to its retail partners, namely across the globe to design posters around the story up and helped us create the
create positive B2C buzz on
because the company didn’t know them. We sent the resulting double-sided demand for retailers to stock more
a global scale if that’s what
the whole story itself. We immediate limited-edition posters to key retailers to Classic shoes. The campaign and social
you set out to do from day 1.
set about piecing one together out hang in their shops and hand out to their media strategy it entailed resulted in a
of the fragments of information and most exclusive clients, creating goodwill 63% increase in brand awareness and a
communication lying dormant in the and making them part of the campaign’s 36% jump in positive conversations about
company archives. success. K-Swiss.
6. Case 2
Océ
Kick-starting conversations and creating
quality leads for Océ’s global sales force
Océ is a global market leader in large-format printers and
thought it was time to drive that point home through a global
B2B campaign around its new PosterPrinter. The brief: create
a powerful conversation starter for the brand’s global sales
force that helps them create genuine leads and ultimately
sell more printers.
The catch? Needs to be adaptable across all Océ’s OPCOs
and succeed with no media budget. The result was an online
mockumentary that drove home a hard B2B message;
namely, that the Océ Poster Printer is the fastest and
“We wanted a campaign that would tell the story of the PosterPrinter in
easiest poster printer on the planet. a way that would inspire our sales force and function as a conversation
starter. A B2B story that didn’t feel B2B.”
-Ed Lensen, International Business Development
Manager, Océ Display Graphics Systems
7. Case 2
Insight
Océ
The decisionmakers in the large- The entire campaign was
format printing business (the guys complemented by an activation
who place the orders) are the last link microsite, where an online Poster-
in a very creative chain, but they are Printer turned uploaded images into
still part of the creative chain. We virtual posters. The Instant Poster
played into their creative instincts by Power also translated to on-site and The lowdown
capturing every creative individual’s trade fairs where clients could turn
dream: to escape the monotony of the images from their telephones into B2B campaigns
office! instant posters in 30 seconds. are so caught up in
corporatespeak that they
often forget WHY their
Campaign Results
products and services are
We scripted a story around two very In the first few months after launch
so interesting and unique.
likeable young guys who launch a some 30,000 video views and the
By giving the PosterPrinter
pop-up printer business called ‘Instant microsite hundreds of community
a human, ‘outside-in’
Poster Power’ from the back of their uploaded images. Every Océ Opco
context (instead of purely
customized van. The mockumentary picked up the campaign and adapted
inside-out), the Océ sales
follows these two micropreneurs as both the film and microsite into local
team enthusiastically
they service small businesses, pull languages. The campaign also sparked
picked up on the campaign
pranks, do some social good and local activation campaigns around
and used it as a serious
transform the urban landscape, all the Instant Poster Power theme. The
tool to service current
with the help of the PosterPrinter. In campaign was included in prestigious
clients and to create new
short, they capture the emotion of the international marketing magazine
leads – each salesman was
poster business and the importance of Contagious as a Best Practices for
encouraged to plug&seed
posters in communication today. All B2B campaigns.
the film into his own
the printer’s USPs were worked into
networks.
the script, but we avoid typical B2B
Media Mix
corporatetalk through unscripted,
Online film, print, DM, web platform,
spontaneous dialogue to help the
trade shows, PR: plugging & seeding
message sound heartfelt and real.
8. Case 3
VisitSweden
How Swedish
tourism got
Dutch travel
agents on
their side
The Swedish tourism board, VisitSweden, had one business
goal: get more Dutch to give up the Austrian and French
Alps for Swedish ski sojourns. An integral part of the
challenge was thus to convince travel agents to take
Swedish skiing seriously. What they got was the B2C/B2B
‘Fit for the Winter Games’ campaign that travelled well
beyond the agents’ offices and ended up a global cult hit.
Oh, and the first direct charter flights to Sweden.
9. Case 3
VisitSweden
Insight
To challenge the Dutch annual Alps agents – in return they could win a
routine, Sweden needed a serious limited-edition ‘Fit for the Winter
edge, and we quickly pinpointed one, Games’ bag.
an insight the Swedes themselves
weren’t particularly proud of. Namely,
Results
that since 1986 the Swedish winter
By activating Dutch travel agents
sport towns of Are and Ostersund
via DM, the bag and a special page
had bid for the Olympic Games three
on the website, the number of Dutch
times – and lost. We didn’t see losing
winter hotel stays after the campaign
bids however, we simply saw proof
doubled and the first winter charter
that Sweden had world-class facilities.
flight to Are took off from Schiphol.
B2C results were also impressive: over The lowdown
Campaign 800,000 video views, a 200% increase
The ‘Fit for the Olympic Games’ in web visits and a campaign that Your B2B partners are
campaign was created around two completely dominated all Google also consumers, and in
amusing online films highlighting search results for ‘Swedish winter some situations you need
Sweden’s Olympic ambitions and its sport’. to activate them like
key USPs. We told the story through consumers. If they like
two fanatical Swedes who dream of something they’ll actively
the Olympics so they can display Media Mix share and sell it. And if
their talents as, respectively, a mascot Film, Web platform, Print, they don’t, encourage them
and a streaker. In addition to DM, a DM, Events, PR: plugging & seeding other ways like giving
flyer team, web and taking the films them free give-aways.
consumer direct via YouTube, we sent
agents a special package with DVD
and brochures and encouraged them
to send the film to at least three other
10. B2P
B2B short 1
Amsterdam Schiphol Airport
Shorts
Schiphol’s
‘Magic in function’ film
It’s not just enough to be Europe’s 5th largest hub and one high-quality partners. More specifically, the short film
of the most innovative airports in the world. Sometimes, combines the Schiphol elements people know with behind-
“Lemon managed to reinvent our
you have to remind people that behind the business there’s the-scene action they don’t – the functional and the magic
corporate message and create a
a clearly defined mission §and vision. Our ‘A day in the of an airport.
brand story that makes us appealing
Life’ B2P campaign for Schiphol was designed specifically
to virtually everyone. Never before did
to spark positive conversations internally and with new Media Mix Brand story, Film
we get so many thumbs up!”
Chella Busch, Brand Manager Schiphol Group
11. B2P
B2B short 2 B2B short 3
Amsterdam RAI WYSTC
AmsterdamINTENSER DE ERVARING WYSTC 2011’s
RAI’s
Shorts
HOE
inspiring ‘experience
HOE KOSTBAARDER DE HERINNERING fake travel trend
angel’ challenge
Waar je het ziet, is hoe je het ziet. Hier zie je alles op zijn mooist, beleef je het intens.
Een galadiner, feest, beurs, congres, vergadering of training... RAI Elicium staat voor
ongekende allure en elegantie. Wil je meer weten? Ik kan je nog veel meer laten zien!
Graag leid ik je rond op
www.rai-elicium.nl
In its effort to further reinforce its status as a business We’re starting to really like B2B campaigns here at Lemon.
and innovation hub that connects people, the The latest in our string is The Fake Travel Trend Challenge
Amsterdam RAI built a new congress building called for The World and Student Travel Conference (WYSTC)
Elicium. Once built, they needed a campaign that would 2011, a conversion campaign and identity rolled into one. The
inform its national and international business network conference organizers asked us to work with them to create a
– large corporations, CEOs, organizers – of the Elicium’s quick-hit B2B campaign that would stimulate key delegates
cutting edge facilities and, quite simply, fill their halls. to book booth space and attend the fair. The Challenge
With ‘Elise’, we didn’t change the RAI’s messaging, we invites key travel industry delegates to tweet their best fake
just changed who was saying it by wrapping all those travel trend to win prizes. With this cheeky Challenge we’ve
USPs into an emotionally relevant story. Elise turned positioned WYSTC’s authoritative insights against all those
all the RAI’s B2B communication into fun testimonials. sketchy online travel trends people are so eager to believe
Next to posters, DM and web, we also turned Elise into these days. We already have a favorite fake trend: “Holy Land
a teddy bear that businessmen could take home to their tours spike as European youth rediscover religion.” Yeah,
children. right. Sorry, open exclusively to travel industry delegates only.
Media Mix Print, web platform, DM, events, brand story, Media Mix Web, Twitter, identity, Facebook, brochures, DM
merchandize, PR: plugging & seeding
12. The B2P
survival No more split personality
companies
From push to pull Think (more) like a
publisher
guide
Transparency of the web means that Wrap your hard sell in a soft shell. Content marketing is on the rise.
B2B and B2C are no longer mutually Rational information works, but With all those daily clicks going to
exclusive. Google doesn’t differentiate repackage those facts enticingly (i.e. Facebook and Twitter, content for
between the two. infographics) and recycle your content social platforms is rapidly replacing
in an emotionally relevant way. expensive and flashy microsites – yes,
even for B2B.
10 easy steps to
succeed on the
New B2B Frontier Telling enables selling Work in your WHY
Few things enable sales teams and You can never drive home your vision,
help generate leads as well as a simple mission and company culture enough.
opening story about your company However, one caveat: the more you
and your product. talk about things, the higher the
expectations that you make good Flip page for
on them. next 5 steps.
13. The B2P
Can’t share? Despair! Embrace employee
advocacy
Synchronize your voice
survival
guide
Even B2B initiatives should link to If it doesn’t inspire Jane in accounting, Create a clear and consistent tone
YouTube, Vimeo, Facebook, Flickr, it won’t inspire anyone else either. of voice across all your platforms
slideshare, pdfs, etc. You may have that mirrors the culture of your
30 white papers lying around, but if company. B2B too often captures the
people can’t share them they aren’t most boring part of your corporate
going to get around. personality.
10 easy steps to
succeed on the
Content is key, but only Post-purchase
New B2B Frontier
when you do it consistently ambassadors
Producing content is not enough, Perhaps the biggest opportunity
you’ve got to produce unique and for B2B credibility is turning
compelling content – and consistently! happy clients into post-purchase
And then complement it with the ambassadors simply by making their
right marketing mix (blogs, videos, comments visible on the platforms
microsites, newsletters, social media). people like to visit (i.e. Amazon,
Yes, another tip from the retweets)
B2C playbook.
14. While we truly believe in universal sharing of ideas and content, our prickly
issues are not cut-and-paste affairs summarizing other people’s hard-thought
insights. We read a lot, we talk to a lot of people, we tweet and retweet and
keep our ears close to the ground, and our reports are born from all that.
If we appropriate original thinking, we give them credit. The rest is lemon
being, Well, lemon. We just thought you should know.
www.lemonscentedtea.com