Enterprise Ireland - eMarketing Event - Limerick - June 2015

1. Secrets of powerful B2B communications
Enterprise Ireland eBusiness Workshop
Limerick, 18th June 2015

2. Clear, engaging, persuasive
communication is now a business
requirement.

3. B2B
branding
communications
marketing
Since 2005.
Team of 10.
Deep digital expertise.

4. What changes?
How they look.
What they say.
How they say it.
Communications which are clear, engaging, comprehensive and persuasive.

5. What should you expect?
Communications to engage and
move people
I feel excited; you are what I need you could make a difference for us.
I feel I can trust you; clear, competent, specialist, established.

7. Raise your
expectations.

17. 4things you need
to develop
communications
which can move
people

18. Clear, comprehensive, engaging content
A clearly defined position
An appropriate visual style
1 to 3 consistently and fully brought to
life across all touch points
4things you need
//
//
//
//

19. Purpose – why you exist.
Value Proposition – what you do, how your different, for who, how to do it.
Personality & Values – how you look, act and sound.
A clearly defined position
//
//
//
Look in before you communicate out.

20. Purpose (sample internal statement)
Our purpose is to enable large
organisations who use ERP solutions
to better automate and manage high
volume financial transactions.

21. Value Proposition
(sample internal top level statement, supported with full detail of what value, for who, how and how different.)
Experts at automating high volume
financial transactions
We are a specialist team of financial and technology experts who plan,
develop, deploy and support highly specialist ERP bolt on modules which
dramatically increase efficiency and effectiveness for AP, AR and Bank
Reconciliation functions in large organisations globally.

22. Position/Big Idea
A better way
We’ve got banks and ERP’s talking!

23. Personality
Solid // Authority // Veteran // Genius element
Humble // Candid // Really clear // Precise
We are not: Just techy, not junior, not ‘salesy’, not faceless, not corporate.
A personable, likable kind of a company and team.

24. Elements What you’re doing
e.g.
The offering
The value
The proof
Your story
Your people
Your ideas/thinking
Pitching
Tell stories
Providing facts
Explaining
Guiding
Teaching
Persuading
Moving to next step
#2 Clear, comprehensive, engaging content
Using
Words
Explainer graphics
Icons
Illustrations
Photos
Video

33. Reflects your defined personality.
1. Logo, fonts, colours
2. Graphical style, photography style and see how it will work in a
variety of mocked-up communications.
#3 An appropriate visual style

37. In all materials With the team
Website
Print materials
PDFs
Sales presentation
Proposal documents
Social media presence
Trade show stand
Signage in your premises
Vehicles
Packaging
All singing from the same hymn
sheet.
Especially:
Management
Sales
Service
#4 Consistently and fully brought
to life across all touch points

38. Clear, comprehensive, engaging content
A clearly defined position
An appropriate visual style
1 to 3 consistently and fully brought to
life across all touch points
4things you need
//
//
//
//

39. Common pitfalls

40. Value proposition unclear?
Everything will be unclear.
What you do, how you’re different, for who, how to do it.

41. Fuzzy construct
Need a clear, logical construct for your solution.
The information architecture. In summary and in detail.

42. Industries & Applications Product type Consistency Delivery Product Detail
Construction
Stabilise soil Quick Lime Coarse Powder Bulk Tanker Clayfix 6
Increase durability of asphalt Hydrated Lime Powder Bulk Tanker & 25kg bags Duralime
5
Manufacture of lightweight concrete blocks Quick Lime Fine powder Bulk Tanker Ecolime P
2
Increase workability & durability of mortars &
plasters
Hydrated Lime Powder Bulk Tanker & 25kg bags White Rhino Hydrated Lime
5
Agriculture & Horticulture
Increase crop yields Quick Lime Granules 1.5 ton pallets Growmax 6
Protect animals (sanitation)
Hydrated Lime/Agri
Lime
Powder
1 ton sacks & 25kg bags
(25kg bags are a more
potent product)
White Rhino Hydrated Lime
5
Deactivate Brucellosis Hydrated Lime Liquid - 'Milk of Lime' Bulk Tanker White Rhino Milk of Lime
2
Control Foot & Mouth Hydrated Lime Liquid - 'Milk of Lime' Bulk Tanker White Rhino Milk of Lime
2
Industry
Refining Mineral Ore Quick Lime Lumps Tipper Truck TBD 2/3 – initially 1
Processing Paper & Pulp Quick Lime Lumps or Coarse Powder Tipper Truck & Tanker TBD
2/3 – initially 1
Fluxing Agent for Steel Production Quick Lime Lumps Tipper Truck TBD 2/3 – initially 1
Sugar Refining Quick Lime Lumps Tipper Truck TBD 2/3 - initially 1
Environmental
Drinking Water Treatment Hydrated Lime Fine Powder Bulk Tanker & 25kg bags Hydrapure
5 – initially 1
Waste Water PH Correction Hydrated Lime Powder
Bulk Tanker or , 400kg sacks
& 25kg bags
Now called: HydraPhix
4 – initially 1
Waste Water Phosphorus Precipitation Hydrated Lime Powder
Bulk Tanker, 400kg sacks &
25kg bags
Now called: HydraPhix
4 – initially 1
Flue Gas Desulphurisation Quick Lime Coarse or Fine Powder Bulk Tanker
Ecolime, Ecolime P, Ecolime
G
5 – initially 1
Flue Gas Scrubbing Quick Lime Coarse or Fine Powder Bulk Tanker
Ecolime, Ecolime P, Ecolime
G
5 – initially 1
Sanitising Sludge Quick Lime Coarse Powder or Granules
Bulk Tanker or 1.5 ton
pallet
Sterilime & Sterilime
Granular
5 – initially 1

43. You got the proof?
Prove everything - your values, your difference, your results
With stories, testimonials, facts/stats - ideally video testimonials
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54. So what now?
What do I do next?
What will happen?
An appropriate selection of ‘calls to action’, all
clearly explained. And keep persuading!

57. What does it take?

58. MD/CEO & the team
Commitment

59. There are rules
Principles

60. Senior team & internal
project manager.
• Workshops
• Creating raw content
• Reviewing, reflecting & providing feedback
• Organising and chasing people
Work

61. 4 months+
Time

62. Communications director(s) +
Researchers, planners, copywriters,
photographers, graphic designers,
print designers, web designers,
website builders.
Talent

63. Depends on standard of current
content, complexity of offering,
level of detail, scale of outputs.
Cash

64. Start?
Get an independent audit of your current communications.
Develop a business case for investing in communications.
Or just begin!
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65. Ed Field
087 699 7068
+353 61 620 147 ext 203
edfield@maverick-intl.com
www.maverick-intl.com
Raise your
expectations.