Sep 2 2015
I’ve spent my entire 20+year career helping B2B technology brands “market” themselves better. And one thing I’ve discovered is this: most companies don’t have any idea who they’re talking to.
Don’t worry; it’s not just your brand; it’s a universal challenge. Size of the company doesn’t seem to matter, nor does the volume of PR and marketing investment, or the passion of its employees. Most B2B technology brands simply don’t have a solid understanding of their target audience and what motivates buyers to write a check.
When asked, these same companies will insist they know their audience. At least, they have a gut feeling from all the years of experience so that should be good enough, right? Wrong.
Not understanding the behaviors, motivators and influencers of buyers is one of the top reasons why companies waste marketing budget, spin wheels and feel like the “market just doesn’t get us.” It can also frustrate the sales team, confuse the market and empower the competition.
So, do you know who you’re talking to? Here are three of the most obvious signs that you don’t (and how you can take a step…
One of the most popular products to hit the beverage industry in recent history came in the form of Not Your Father’s Root Beer (NYFRB). This beer-slash-soda brand has taken the market by storm, as it represents one of the newest trends in alcohol, “malternatives” aka alternative malt beverages (usually artificially flavored). Social media has been in a tizzy as consumers frantically search for it on the shelves of their local retailers. The consumer is truly engaged with the product and shares updates about where to find it and what it taste likes. Instagram feeds flooded with photos of the bottles with captions such as “YES! Finally, was able to get my hands on some. Now to see if the hype is true” and “I tried it and like it! #NotYourFathersRootbeer.” One NJ liquor store posted: “Not Your Father’s Root Beer is back in stock. Limit one six-pack per person. Don’t wait it will be gone in a day or two.”
But why has this brand been so successful and what can we learn from their product launch? Not Your Father’s Root Beer…
Sep 1 2015
Ever notice the similarity among ads for communications firms? Differentiating an agency with a headline and body copy is a real challenge, especially an agency with as much to offer as PadillaCRT. I’m pleased to say that our Creative group overcame that obstacle with the Where Passion Meets Purpose campaign we’re rolling out this month. Our agency is all about enabling our clients to articulate their purpose, then connecting that purpose with the people who are important to their success. Since ours is a people business, why not let readers connect with some of the great people who live their purpose inside the workplace and out? And since our agency has transformed into one with complete “paid-earned-shared-owned” capabilities, a paid campaign – developed in-house – was the perfect vehicle to showcase the breadth of our talent. You’ll see our ads in the PR trades and regional business magazines. This campaign combines individual expertise with our collective vision as an employee-owned agency. In our first ad (seen here) of a series, I’m paired with a user-experience expert, and his beloved Harley®, at a vintage gas station. Tell us what you think when an easy rider meets the leader of the…