When a serious B2B company with a whimsical name needed to change its marketing approach, it looked for a different way to tell its story. Henny Penny, one of the country’s largest manufacturers of foodservice equipment, asked VantagePoint Marketing to help make the financial case for its products. This quick-moving presentation will explore the creative and strategic process behind an integrated campaign that won top honors from BtoB Magazine and BMA Carolinas. The moral of the story? Marketing industrial B2B products doesn’t need to be boring to be effective.

1. Dave
McQuaid
VP
Crea0ve
&
Digital
VantagePoint
Marke0ng

4. B2B
20
years
na+onal
global

34. History.
Product
benefits.

35. STRATEGY

52. Equa+on:
Product
benefits.
Math.
Food.

53. +
–
x
=
<
>

68. “Where
do
we
go
from
here?”

70. • Con0nue
the
story.
• Explore!
• Think
money.
• Deal
with
peer
pressure.
• Find
your
own.

89. Failure!
136

90. Success!
In
6
months:
• 5000+
unique
microsite
visitors
• 3.5+
minutes
average
0me
on
site
• Nearly
2500
visits
from
ads
• Over
60%
of
ad
readers
said
they
would
take
ac0on
• Distributor
appointments
because
of
kit

91. Success!
111%

108. Thank you!"
"
about.me/vantagepoint"