Branding and Creative

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Is B2B advertising a facts-only zone?

Does emotion work in business-to-business marketing? Many people would say no. Making a technical equipment purchase involves different considerations than, say, buying a new breakfast cereal. A bad decision for cereal can lead to unhappy family members, but a bad decision when buying an industrial component or a business service could have major business repercussions. It could even cost someone his job. So the thinking traditionally goes like this: The B2B prospect needs information, not emotion. Let’s just explain features. Our target is a technical expert so don’t try to sell. Play it straight and stick to the facts. That’s why trade ads often […]

By | September 10th, 2014|Branding and Creative, Media Planning|

Is CCC full of Mad Men?

As a woman in advertising there’s a lot I don’t like about AMC’s hit series, Mad Men: The way women are treated in the workplace and in marriages. The drinking. The smoking. What do I like? The fashion’s fun. The acting’s very good. It’s true to the era. And it’s certainly a truer portrayal of the darker side of this business than I’ve seen elsewhere. However, being involved in B2B marketing—rather than the heady world of consumer brands the TV series covers—means I look at the show with different eyes. CCC doesn’t have a bunch of off-the-wall, cut-throat Mad Men or Women on staff, for a couple reasons: […]

By | August 5th, 2014|Branding and Creative, Public relations, Social media|

Pack of volunteers builds new website for animal-lovin’ non-profit

As the public face of an organization, a website is an essential marketing tool for any business or non-profit. For non-profits especially, website development, maintenance and updating can get lost in more pressing needs like [...]

To Create a Plan, First Know Where You’re Headed

Any plan begins with objectives…goals…what you want to achieve…the desired results. Marketing communications plans are no different. There’s sometimes confusion, though, as to what B2B marketing communications can do. Here’s a list of objectives that marketing communications programs can achieve.

BUILD CREDIBILITY

A company may want to be seen as an expert in their field. In this case, they need to be accepted as a credible information source. Tactics that can be used to build credibility include:
  • Marketing public relations, especially articles, whitepapers and case histories
  • Blogs/newsletters
  • Social media [...]

Does your website help sell?

Websites are the number-one resource prospects turn to when making a buying decision. So, while you may have many corporate objectives for your site, it is vital your site supports your marketing communications program and ultimately, sales. Corporate must-haves aside, if your website isn’t helping your prospective customer, eventually not much else will matter. Company websites can be asked to do many things: act as your online business card, brochure and catalog, educate visitors about your product category and make it easy for prospects to contact you. Some house ongoing blogs, provide investor information, showcase videos and even double as portals for distributors, suppliers and customers. But does your website work in concert with […]