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Prickly Issue #1 - B2B
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. Itâs been one of the most consistent conversation pieces
over the past year: tuned-in MDs commenting on the
somewhat confused state of B2B communication. Itâs
changing, everyone feels it, but how? And why such a
Grand Canyon sized gap between enticing âpullâ B2C
campaigns and the somewhat dull hard-sell âpushâ
tactics oft-used for B2B?
4. Case 1
K-Swiss
K-Swissâs
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
âIn 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, itâs 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 didnât 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 didnât know them. We sent the resulting double-sided demand for retailers to stock more
a global scale if thatâs 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 campaignâs 36% jump in positive conversations about
company archives. success. K-Swiss.
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
âFit for the Winter Gamesâ campaign that travelled well
beyond the agentsâ offices and ended up a global cult hit.
Oh, and the ïŹrst direct charter ïŹights to Sweden.
9. Case 3
VisitSweden
Insight
To challenge the Dutch annual Alps agents â in return they could win a
routine, Sweden needed a serious limited-edition âFit for the Winter
edge, and we quickly pinpointed one, Gamesâ bag.
an insight the Swedes themselves
werenât 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 â and lost. We didnât see losing
winter hotel stays after the campaign
bids however, we simply saw proof
doubled and the ïŹrst winter charter
that Sweden had world-class facilities.
ïŹight to Are took off from Schiphol.
B2C results were also impressive: over The lowdown
Campaign 800,000 video views, a 200% increase
The âFit for the Olympic Gamesâ 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 ïŹlms highlighting search results for âSwedish winter some situations you need
Swedenâs Olympic ambitions and its sportâ. to activate them like
key USPs. We told the story through consumers. If they like
two fanatical Swedes who dream of something theyâll 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 donât, encourage them
and a streaker. In addition to DM, a DM, Events, PR: plugging & seeding other ways like giving
ïŹyer team, web and taking the ïŹlms them free give-aways.
consumer direct via YouTube, we sent
agents a special package with DVD
and brochures and encouraged them
to send the ïŹlm to at least three other
10. B2P
B2B short 1
Amsterdam Schiphol Airport
Shorts
Schipholâs
âMagic in functionâ ïŹlm
Itâs not just enough to be Europeâs 5th largest hub and one high-quality partners. More speciïŹcally, the short ïŹlm
of the most innovative airports in the world. Sometimes, combines the Schiphol elements people know with behind-
âLemon managed to reinvent our
you have to remind people that behind the business thereâs the-scene action they donât â the functional and the magic
corporate message and create a
a clearly deïŹned mission §and vision. Our âA day in the of an airport.
brand story that makes us appealing
Lifeâ B2P campaign for Schiphol was designed speciïŹcally
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!â
Chella Busch, Brand Manager Schiphol Group
11. B2P
B2B short 2 B2B short 3
Amsterdam RAI WYSTC
AmsterdamINTENSER DE ERVARING WYSTC 2011âs
RAIâs
Shorts
HOE
inspiring âexperience
HOE KOSTBAARDER DE HERINNERING fake travel trend
angelâ 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 Weâre 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
â large corporations, CEOs, organizers â of the Eliciumâs 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 âEliseâ, we didnât change the RAIâs 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 weâve
USPs into an emotionally relevant story. Elise turned positioned WYSTCâs authoritative insights against all those
all the RAIâs 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: âHoly Land
a teddy bear that businessmen could take home to their tours spike as European youth rediscover religion.â 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 doesnât 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 ïŹashy microsites â 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
Canât share? Despair! Embrace employee
advocacy
Synchronize your voice
survival
guide
Even B2B initiatives should link to If it doesnât inspire Jane in accounting, Create a clear and consistent tone
YouTube, Vimeo, Facebook, Flickr, it wonât 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 canât share them they arenât 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
youâve got to produce unique and for B2B credibility is turning
compelling content â 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 peopleâs 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