Did you know? Our thought processes, our strategies and how we use our B2B tools need to change.
I'm another partner here at Godfrey. My career started on the design-side of the business. I have some agricultural and packaged good experience under my belt but the bulk of the work I have done has been in the business-to-business arena. After becoming a partner, I spent the bulk of my days account managing what one co-worker describes as, "the nuts and bolts" accounts.
In early 2008 I moved back to the creative-side of the business as the agency's CIO, Chief Inspiration Officer. My primary responsibility is to coordinate and direct our staff of designers, art directors, copywriters, copy directors, creative directors and programmers. Mostly, my job is to inspire our creative teams to do great work that is relevant, on-target and effective.
On its own, the Apple logo is really not that clever. The symbol is pretty obvious: an apple shape for a company named “Apple.” So why is the Apple logo one of the most recognizable in the world? Because a logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
Today, decision-makers include Boomers, Gen X, Gen Y (or Millennials) and now Gen U. Each demographic is unique. Delivering messages and information using appropriate channels is becoming more complex and challenging. Gaining insight into our audiences is critical if we hope to reach prime decision-makers.
Online secondary research can provide credible support to insight you may already have about your customers, markets and industries…and most of it is FREE!
Apple Computer’s “Think Different” campaign demonstrates how a client and agency can collaborate to create a compelling and memorable campaign.
I remember earlier in my ad career working on a national B2C account. I was new to this piece of business and responsible for in-store promotions and packaging. The client understood the value of research and was very thorough. Attending focus groups and reviewing research data with us was common.
Has your product or service offering changed or evolved? Does your new
offerings appeal to a broader audience than your existing customer base?
Do you know who your new prospects are? To reach new prospects, do you
need to leverage new channels of distribution and communication? B2B Research may be the surest way to get answers to these questions.
There are four keys to TRICing prospects into opening and reading your email.
In my last two installments on Creating and Maintaining a B2B Blog, I offered suggestions on who should write your company blog, how often you should post and how to develop a content strategy for your blog.