BDB’s brief was to reposition the Glanbia Nutritionals Ingredient Technologies US brand by delivering consistently high levels of informed coverage driving a shift in audience perceptions. A high profile trade PR campaign achieved this by delivering on-message coverage throughout all identified target media to both engage the audience and redefine Glanbia’s brand image.

Winners will be announced at the awards lunch on Thursday 20 June in Leeds.

Following the success of the event in 2012, the one-day conference aims to provide the knowledge and tools to implement an effective digital marketing strategy.

There are still tickets left to the conference here.

To keep up with the event on the day, follow the Twitter hashtag #edgemanc.

MacMillan provide practical, medical and financial support and push for better cancer care.

The Christie is a leading expert in cancer care, research and education and has been pioneering cancer research breakthroughs for over 100 years. It is committed to helping all those affected by cancer.

BDB is joining over 40,000 for one of the UK’s best supported races.

As an industry built rooted in engineering, we talked in an earlier blog post this week about how it can sometimes be one that needs to think a little more creatively when it comes to promoting the benefits of the products on offer.

In many cases, suppliers to the major companies face a challenge in talking credibly about the problems they solve because they are often limited in what they can say about the companies they supply to.

This shouldn’t stop you. Consider five ways to communicate innovation driven value in supply chain through excellence in marketing communications:

1.    Turn your website into a content hub

Rather than adopting a broadcast, feature based self absorbed approach, repostion it to answer customer questions, to talk benefit and to solve problems. Make it a place industry professionals come for information.

2.    Use manuals and data sheets as communications tools

When looking to secure new contracts, we know gestation periods in engineering can run into years and at every stage of the research, shortlist and selection process, information is critical. Servicing existing customers is equally important. Nothing demonstrates expertise more than a thorough and transparent sharing of product information. This information is often available but rarely used to effect deeper customer engagement.

3.    Develop apps for use anywhere in the world

Online hosted or device specific product selectors and apps are the best way to make sure your key audiences have the latest information at their fingertips. Even more so in environments where they may not have data access – or computer technology and servers at their fingertips

4.    Provide technical bulletins

Use product software and literature updates as a way to create a touch point with customers. Use this strategically as a tool to develop deeper relationships with customers. The more you offer, the more they will come to rely on you.

5.    Deliver legislative and environmental insight

You know the most about how your products perform in different environments. You designed and tested them. Use your industry knowledge to great effect by delivering added vale in terms of advice on ‘operational’ areas like legislation and environmental factors.

BDB works with global manufacturers and suppliers targeting the offshore supply chain and we’re at the OTC all week. Drop me a line here to talk about how to start making your innovation know-how drive business.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Louise progressed from account executive to client services director, responsible for service and quality across BDB’s client portfolio, in just over six years. A member of BDB’s leadership team, Louise contributes to the strategic management of the agency and spreads positive energy, a progressive approach and entrepreneurship across the business. A key contributor to BDB’s outstanding client retention rate, Louise supports others in providing excellent service to the agency’s clients across the world.

BDB’s exhibition PR service covers pre, during and post-show support to maximise media opportunities and coverage for its clients. This includes preparation of press kits and arranging one-to-one meetings with key editors – all in Japanese or the relevant local language(s).

Please get in touch if you would like to meet one of the team. We look forward to seeing you in Tokyo!

For me, too many industrial manufacturers targeting sectors like oil and gas spend vast sums on collateral, advertising, exhibition stands but fail to follow marketing fundamentals. They then wonder why the lead generation, nurture and conversion funnel often under-delivers.

Your company might be the best-in-class and provide genuine world class products, service and people. You might understand and empathise with your customers. You will probably know who influences and who makes the ultimate buying decision. But are you doing all you can to help your customers choose you?

At BDB, we’ve learnt over 25 years how to position technically engineered products to ensure customers actively seek them out. The methods evolve, but so too does the mindset.

Competing in a global sector that draws over 2,000 exhibitors and 80,000 delegates to an annual four-day show in Houston is an acute reminder of the scale of competition. So, how to stand out?

Here’s five ways energy sector facing manufacturers and suppliers can stand out and position on expert added value

1. Solve a problem

Companies buy products and services that they can’t deliver themselves. They don’t want to spend money and don’t want to spend more than they need to. Don’t promote the inherent features of what you do. Focus on the benefits that features provide and the pain they eliminate. Think reliability, performance, waste reduction, and efficiencies and quantify it with numbers.

2. Deliver a great product

Don’t over-promise. You’ll get found out. Every company under the sun claims to solve problems, offering streamlined efficient innovative solutions. Make sure that the whole organization and every possible touch point is on message, delivering a great product and great service.

3. Freely provide information

Business buyers take time to make decisions, taking years on very large capital expenditure specification driven purchases. As a supplier in offshore, your biggest challenge can be convincing customers to switch. Make a commitment to providing as much information as possible to help guide customers and educate them on best practice and the benefits of working with you. Content is increasingly becoming lead generation with the advent of video, presentation, whitepaper and blogging as viable and sought after communication tools.

4. Encourage conversion

How easy do you make it for prospective customers to do business with you? Make it easy for customers to learn more (view/read), opt in to more information (subscription/download) and get in touch (forms).

5. Show your human side

People do business with people. Build your communication around your people – their expertise, attitude, professionalism. Profile key people from across the business and demonstrate the problem solving culture of your business through your marketing communications. This can be the biggest challenge of all but an area that can add the most value and serve to empower teams and individuals right across your business to better performance and productivity.

Want to have a conversation about your marketing challenges whilst at OTC? I’m at the show all week. Drop me a line here.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Amidst this haze of self publicity, everybody has an opinion. Whether it’s tweeting directly to a brand or commenting on a blog, the lines are blurring between traditional and citizen journalism. The media world has adapted to this change as journalists have become fixtures on the social media scene. But can the same be said for brands?  Does this culture of comment and opinion have a damaging effect on your brand, or is this a trend that marketers can embrace?

The good news is that you can still maintain a degree of control over your brand and get involved. While it’s true that b2b marketing remains slower paced in terms of comment and opinion than its consumer sister, it’s still important to recognise the shift in culture.

Don’t get left on the sidelines – there is a place for reactive comments and opinions in b2b marketing too. Here are my five top tips for staying informed about your brand:

• See what’s trending on Twitter. While it might not be directly related to the brand, it will show that you’re up to date with recent events. Search for your brand with hashtags, as well as with the Twitter handle, as this is inexpensive and an easy way to keep track of discussion.
• Encourage discussion on social media. Ask questions and reply to enquiries. People respond better to people, so make your brand personable.
• Enable comments on news sites and blogs. This can be a positive feature and can increase further engagement. Just make sure to approve all comments first.
• Jump on the SEO bandwagon. By writing a blog post on a topical subject and using keywords that are mentioned on news article, your post could increase its ranking on Google.
• Align your messaging. Make sure that you have agreed messaging and spokespeople before making your opinion known.

If you’d like to see how we can help you with your b2b brand, contact us today.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

These days, retailers go to all kind of extremes to get people through the door. Take the scantily clad surfer dudes who hang around outside Abercrombie and Fitch posing for photos, the glass fronted chic and cool of the Apple store or the fake queues outside designer stores that supposedly can’t cope with more than a handful of customers at a time.

Whether people are shopping or visiting potential suppliers at a trade show, something different, attractive, interesting or intriguing will invariably capture their attention. And the feeling they might be missing out is sure to send them in the right direction.

Creativity is essential if you are going to stand out without breaking the bank. Here are some of the latest technology and environmental issues we consider when building stands.

Experiential technology

There are lots of cost effective and dynamic ways to display information instead of relying on simple panels and graphics including:

• Flyaway 3D holographic projections
• 3D digital projections on particular areas of the stand, allowing graphics to change on regular basis
• Transparent digital display
• Flexible LED display – unusual shapes with high brightness and low light attenuation, low work voltage, low power consumption
• Augmented reality – it blurs the line between what’s real and what’s computer-generated by enhancing what we see, hear, feel and smell.

Environmental technology

BDB partners with designers and partners who work to the BS8901 standard which sees sustainable event management systems comprising sustainable materials and reclaimed timber elements used whenever possible.

• Use of stirling timber (which is reconstituted timber) which has the added benefit of being inkjet printer compatible, so full colour print is possible for extra impact
• Most timber waste goes into the premises furnace for heating
• Use of gardens and natural timber which are very effective and can then be donated to a local charity straight after the show

We build trade show stands for our clients around the world and are delivering five for the FiE show in November. Contact us today if you want to talk about your next exhibition brief.

These international capabilities have enabled us to successfully respond to the needs of global packaging solutions specialist tna. BDB has been working with tna for almost three years, implementing a PR campaign which now spans 14 territories.

About tna

tna is a supplier of pioneering integrated packaging solutions to the world’s leading food manufacturers. Founded 30 years ago, it provides a comprehensive range of products including spraying, distribution, seasoning, weighing, packaging, metal detection and identification solutions, plus system controls and integration technology. tna has over 6,000 systems installed across more than 120 countries.

Thinking global

Achieving widespread coverage of its products and capabilities in the global packaging and food trade media was the primary objective for tna. To support these aims, BDB devised a proactive international PR campaign that would help position tna as a leading supplier of turn-key integrated, flexible packaging solutions for food production companies around the world.

Key objectives for the tna PR campaign were:

• To highlight attendance at key international exhibitions
• To demonstrate innovation through new product launches in relevant markets
• To communicate news of customer installations
• To reinforce tna’s position as a knowledgeable and credible global supplier.

We then selected the best PR tools to respond to this brief: a combination of new releases to highlight NPD, by-lined features to communicate market knowledge, comments in editor-led articles for share of voice and case studies to reinforce credibility.

Acting international

All tna’s PR activity is handled by BDB’s multilingual team. This ensures consistency of message and content, but (and importantly in global campaigns) takes into account fundamental regional differences where necessary.  And, although copy is generated in English, tna’s global audience is always top of mind to maximise pick up throughout international markets. When press material is translated into a specific language, all translations are reviewed by BDB’s fluent language speakers who check for both content accuracy and suitability for the trade press in that country.

And the results are in!

BDB’s global PR campaign for tna has yielded exceptional results. Since 2010, PR activity has achieved:

• Opportunities to see the tna name over 7 million times in print and online publications
• 43 per cent of coverage achieved in non-UK-based publications.
• Weighted advertising equivalent value of over 5 times PR spend
• Widespread communication of key customer case studies – 34 individual items of coverage to date in 7 territories
• Prominent positions for tna in journalist-led calendar features covering topics such as bagging, automation and conveying
• High numbers of exhibition preview clippings promoting attendance at trade shows around the world
• Improved editor relationships through press support at international exhibitions (Interpack, PackExpo), visits to customer installations and invitations to manufacturing facility openings.

“We wanted to build our global profile and were looking for an agency that offered both international capabilities and an understanding of the worldwide food packaging industry. BDB delivers on both fronts.  We continue to be impressed with the coverage BDB achieves for tna – we seem to be in every magazine, whatever the language. It’s great to have BDB on board – they really are a key member of our marketing team.” Shayne De la Force, group marketing manager, tna

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Alison said: “Well done to all three finalists from the MMU’s highly regarded Business School, who beat off strong competition to reach the final round last week. It was an extremely difficult decision this year, as every team presented an exciting business idea that showed strong potential.

“I’m delighted to mentor the winning team, Quirky Charms, whose original jewellery collectibles tap into a growing trend in the market. Congratulations to founder Shanaz Roye on a very well deserved win – I’m looking forward to working with you in the run up to the national finals.”

Shanaz Roye said: “I am so proud to have won, and it’s such an achievement to represent my university in the national final. Overall this experience has been an amazing opportunity and I thank all the people that have been involved in my successful journey.”

Inspired by the popular BBC TV series, the MMU Business School’s Dragons’ Den was created to hone the business and marketing skills of its final year students.  With potential start-ups pitching their business ideas to the panel, the event sets a series of realistic business scenarios that give undergraduates a first-hand insight into the business world.

The next stage is for Quirky Charms to compete against the best from each region in the national finals of the Goldman Sachs Young Innovators Programme Awards London final, with the winners announced on 21 May 2013.

In this post, I’ll recap what a marketer needs to uncover when conducting a piece of research for strategy development, before providing some key practical research tips.

What are we looking for? The overriding themes

The main areas that need to be considered in a research project are far reaching, but can largely be broken down into the following broad categories:

•  ‘big picture’ issues – understanding the external factors that are, or will soon be, impacting on an organisation and its publics
• stakeholders – identifying the key audiences an organisation should prioritise its communications with, and the best ways to reach them
• the competition – analysing the ways in which industry peers are positioning themselves and the activities they are undertaking

It shouldn’t be forgotten, however, that a thorough marketing strategy should also involve a rigorous internal analysis. This area can often be overlooked, but it’s critically important to not only consider how issues external impact upon an organisation, but also how an organisation’s activities are perceived by its target audiences. After all, the best thought-leadership positioning will ultimately fail if an organisation’s actual actions, culture and values do not align with the outward perception it is trying to create.

The building blocks of good research

With the scope of a research project defined and analytical tools at the ready, the next step is to start collecting the data. To get your market research off to the best possible start, follow these important tips:

Find out what you already have

A potential easy win and handy starting point for the research journey, all desk-based research should start with an assessment of internal information.

It’s often the case that, over years of doing business, an organisation has amassed a rich array of market insights, competitor knowledge, and expertise in key industry issues. However, a great deal of information may not have been collected or created for marketing purposes. So while an organisation may have existing intelligence which could be used to position it as an industry thought leader, it may be hidden away in, say, internal NPD folders.

So, as a first step, connect with relevant contacts in other departments. Let them know what types of data you are looking for and why, and you may be surprised at what they provide.

Make the most of official statistics and data

Official data sources are a fantastic resource when searching out the ‘meta-trends’ which could impact on particular markets, as well as the wider economy. In the UK, for example, the Office of National Statistics houses a vast database of social and economic information, which can be tracked over a number of years, while the Europa website contains many statistical reports covering the EU.

Government departments’ websites can also be useful for gaining deeper insights into key issues and getting to grips with upcoming hot topics. The DEFRA website would a good place to find information on the political landscape in the UK’s food sector, for example. The UK Government’s website provides links to all its departments – as well as their various executive and arm’s length bodies – making it a very useful resource for any researcher. All UK departments are also required to establish and regularly update a four-year ‘business plan’; a great way to plan ahead for impending initiatives and agendas, these can all be found on the official website of the Prime Minister’s office.

Of course, official sites aren’t the only sources of rich, relevant information for a marketing strategy. And in the next blog I’ll look at some more useful data sources, as well as providing other tips on marketers can ground their strategies in sound evidence-based foundations.

In the mean time, get in touch with us to learn how we could develop a campaign strategy for your business that’s based on a detailed understanding of your key audiences and the issues most important to them.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Audience focus

In my view, there are two key reasons behind the success of Vitafoods. The first is the premise and focus of the show. Founded in 1998, Vitafoods has stuck firmly to its target audience but developed in line with it over the past 16 years. There are dozens of events – not only in Europe, but worldwide – that compete for the attention (and budget) of Vitafoods participants. But the organisers identified a niche audience, understood its specific challenges and opportunities, created a product that meets the needs of both exhibitors and visitors, and, importantly, continue to develop and adapt that product as the industry moves. And a customer-led strategy, as marketers know, is a sensible approach for any business.

Controlled growth

The second Vitafoods success factor is its controlled growth. It could be argued that, in a very specific and still relatively niche market, growth can’t be astronomical. But this is a sector that sits between pharmaceuticals and food – two giants which both have a very keen interest in nutraceuticals. But Informa has picked a careful route to growth, launching shows outside Europe when the time was right (Asia in 2011 and South America last year), and gradually adding new features to retain and extend interest. This year sees the first Nutra Insights Hub in Geneva, where top industry associations and research bodies will share their wisdom, and guided Innovation Tours, which will help delegates quickly find information exactly tailored to their interests from the offerings of more than 600 exhibitors. What a great idea for time-pressed visitors.

And yet, despite its growth, Vitafoods still feels like a compact, very manageable exhibition – not one of the 20-hall, 10-day long marathons that are the hallmark of some other industries. As someone who attends up to six shows each year, I really appreciate that variety in exhibition size and atmosphere.

What to expect in Geneva

Vitafoods 2013 promises to be an exciting show. Looking at preview publicity, exhibitors are promising interesting product innovations across the spectrum, with healthy ageing a key priority. The well-respected conference features nearly 50 speakers this year, covering hot topics such as brain and gut health. All this against a backdrop of evolving legislation and regulation – only five months ago, more than 1500 proposed article 13 health claims were banned; there are still massive regulatory differences between Europe, the US and China (all of whom are represented at Vitafoods); and EFSA is re-evaluating the safety of over 50 additives and colours before the end of the year.

This is an industry in continuous evolution. Driven by ingredient technologies, demographic trends, economic development, government priorities and regulation, nutraceuticals manufacturers face bigger opportunities – and challenges – than ever before. Quality trade shows like Vitafoods will remain a critical tool in helping the sector flourish.

A BDB team will be in Geneva, helping several ingredients suppliers build their profiles, launch new products and grow their businesses. If you’d like a chat, drop us a line.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Inspired by the popular BBC TV series, the MMU Business School’s Dragons’ Den was created to hone the business and marketing skills of its final year students.  With potential start-ups pitching their business ideas to the panel, the event sets a series of realistic business scenarios that give this years’ graduates a first-hand insight into the business world.

Alison said: “This year’s students have really raised the bar and I’ve been impressed by their creativity in approach and determination to succeed. It’s encouraging to see such talent and potential in the North West business arena – good luck to the three remaining contenders!”

David Taylor, Undergraduate Coordinator and Leader of Enterprising Management at MMU Business School, added: “This year’s competition has been one of the best yet – with our undergraduates coming up with some great business ideas and really engaging in the process. Thanks to our panel of judges for helping make this year’s event such a success.”

The Enterprise Unit’s Dragons’ Den final takes place on 19 April 2013.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

The marketing power of natural products could arguably outweigh their efficacy, cost and necessity. At a recent Natural Beauty Summit, Horst Rechelbacher from Intelligent Nutrients drank some of his hairspray to prove how natural it was. The stunt alone is sure to encourage interest and probably sales. But will it enjoy a short-lived success?

The truth is that consumer perceptions of the safety, healthiness and environmental impact of cosmetics products are driving major change in the industry. But are perceptions always reality?

The simple answer is yes. Unless any company or interested party has vast amounts of money to spend on consumer education and awareness programmes about the safety of ingredients and products, a major shift in perceptions is unlikely.

As a consumer of beauty products, my initial reaction to the hairspray stunt is that surely it won’t be able to keep my hair in place if I could drink it. It’s unlikely I will give it the chance to prove me wrong. Could it be that I am representative of many consumers? Perhaps I’m just a cynic.

‘Eau naturale’

Another interesting focus at the upcoming show is the role of water in cosmetics production. The show organisers have decided to dedicate a show trail or ‘walkthrough’ to innovation in water. A bold focus given the amount of highly technical, innovative ingredients and technologies that will be on show?

Taking a step back to highlight this fundamental component of the majority of cosmetics products is an interesting take. Billed as ‘a unique opportunity to discover new ingredients, new product concepts and technologies, uncovering ideas on how to improve water management in the name of beauty’, it will be revealing to see how many visitors take part.

As one of the biggest consumer demands in the beauty arena, healthy skin is greatly influenced by water. Many of us know and attempt to live by the beauty mantra of ‘drink two and half litres of water a day’. So maybe the focus on H2O will help to focus industry innovators on simplicity, hydration and beauty from within in its crudest and potentially most effective form.

We will be at in-cosmetics to talk to cosmetics ingredient and equipment suppliers about creative, results-focused b2b marketing communications. Drop us a line to set up an appointment.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Experienced in the international marketing of various oil and gas pipeline components including valves, gears and drives, seals, plate heat exchangers, lubricants, industrial coatings and other, BDB will be at the show Monday through to Thursday night.

If you are an exhibitor wanting to arrange a free consultation, or a journalist wanting an introduction to one of our clients, please get in touch to meet one of the team there.

Visit the OTC website for more information on the show and follow the #otchouston hashtag on Twitter to keep up to date with what’s going on.

But while this may be true for some sectors, I’m delighted to say the packaging industry seems to be bucking this trend.  In 2012, many trade show organisers declared record exhibitor and visitor numbers in their post-event communications.  The PMMI’s Pack Expo in Chicago, for example, highlighted a 7% increase in the number of exhibiting companies while total attendance was up 5% compared to the 2010 show. Emballage also reported an impressive 470 new companies exhibiting last November compared to the previous year. And with the 2013 packaging trade show season now in full swing, these numbers seem to be continuing their upward trajectory. Last week’s ICE Europe was claimed to be the biggest ever – visitor numbers were up 16% compared to the show’s previous outing.

So, why am I so happy about these figures? Well for me, nothing truly replaces good old-fashioned face-to-face meetings as a way of nurturing existing customer relationships and developing new ones.  A trade show provides a unique opportunity for engagement with a variety of audiences – from long-term customers and exciting prospects to suppliers and the media. And, after all, people want to meet real people and do business with real people, rather than an online avatar.

Trade shows also provide manufacturers with the perfect opportunity to showcase their equipment in action.  YouTube clips and online videos of the latest tray sealing technology are all well and good but nothing beats the chance to see the machine operating ‘live’ to convince potential customers of the benefits it can bring to their manufacturing lines. Plus, they can discuss the machine, its functionalities and benefits with the individuals who developed it and truly understand every inch of what the system has to offer. And nothing beats holding a finished package in your hand, having the chance to open and sample it.

Yes, trade shows are a significant investment, both in terms of time and money.  But, if planned in advance and combined with a well executed marketing campaign, the value and opportunities they can bring to companies should not be underestimated.

If you would like us to help you plan an exhibition, get in touch with us today.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Reader isn’t the first service that Google has quietly put out to pasture. Remember the short-lived Google Notebook or Google Buzz?  Google’s policy of concentrating resources on a few key products quite simply means less popular offerings have no long-term place in its portfolio. Brutal, but this sink-or-swim attitude has played an important part in keeping Google where it is today.

Reader is a slightly different kettle of fish than previous Google cast-offs. While its users may be few, they tend to be loyal and highly reliant upon the service. The BuzzFeed Network, a set of partner websites with more than 300 million combined users found that Reader remains a significant source of traffic for online news – certainly more so than Google+, which Google continues to pour significant resource into. With a core base of users highly reliant upon Reader to provide them with tailored content, it’s little wonder that over 130,000 people have signed a petition on change.org to keep the service up and running.

Effective alternatives

Many businesses – whether large or small, b2c or b2b – use blogs and news feeds with in-built RSS feeds to share and promote their content with key audiences.  Once Reader closes, these direct and influential connections could be lost, unless a business acts quickly to maintain its links. Reader users will be looking for alternative ways to keep hold of their online sources. You might switch to another platform like Feedly (500,000 new users and rising) and export your data and carry on with RSS regardless.

Looking for a longer term solution?  Email sign-up.

Email marketing is an effective communications medium, particularly when combined with a strong content marketing platform. Now is the perfect time for businesses to suggest subscribers sign up to an email list to receive content. Unlike RSS feeds, email newsletters place businesses in total control of their conversations with audiences, creating a direct link without a third party controlling the content flow.

The best content can get lost in a sea of information if a business does not place the requirements of target audiences at the heart of their distribution strategy. The loss of Reader may impact many business’ content-sharing strategy, but it’s important to see this as an opportunity to create more direct links upon which to build an effective engagement platform.

If you would like discuss the best ways to share and promote your content, as well as the power of effective email marketing, get in touch with BDB.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Despite this being one of the more forward-thinking sectors when it comes to embracing social media and digital, feedback from the sessions and my one-to-one discussions with exhibitors confirmed there’s still a widespread lack of understanding of social media and, in some cases, a real fear.

Control

We’ve all heard stories about social media “going wrong” and they are a completely different way of listening and talking to audiences and stakeholders. Change can be scary, especially when you know that you’re going to cede a large amount of message control. That’s not a thought that sits comfortably with most marketers.

But like it or not, social media is here to stay. Granted, it is not as prevalent in b2b as it is in b2c marketing, but that’s changing, fast. Even if you’re not using it now, chances are your customers are – and consumers definitely are. As everyone’s appetite for knowledge and supply chain transparency grows, embracing social media is becoming a must.

My workshop delegates confirmed their biggest concerns about social media are loss of control and lack of time and resource. Both are perfectly justified but can be managed if you plan carefully, understand your audience, select your platforms wisely and find the right people to handle your social media, integrating it with the rest of your marketing communications.

Perception shift

It was interesting to see how people’s perceptions changed quite dramatically after listening to a 20 minute presentation and seeing how other companies in the packaging industry are using social media successfully. By focusing just on the most relevant platforms and giving pointers on how to get the best out of them, I can safely say there are converts taking tips and ideas back to their offices this week and taking the social media plunge. I’m really looking forward to watching how those new friendships pan out.

To understand the benefits and risks of social media, see which platforms suit today’s packaging industry and look at best-practice case studies, view the slides below or download direct from SlideShare here. And if you’d like extra detail, or want to get more out of your social media, get in touch.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

RAR (Recommended Agencies Register) recommends marketing suppliers to brand owners and marketing managers through an approval ratings system based in a number of critical service areas.

BDB is listed in the following categories: best in events, best in public relations and best on budget. The winners will be announced at a ceremony on 18th April in London.

For more information visit http://www.recommendedagencies.com/agency-awards/2013/finalists/

1.   Social media goes mainstream

It’s no longer true that social media isn’t relevant in b2b. Not all platforms are created equal but at the very least you should have a good presence on Linkedin – 200 million users and rising – and Twitter. Neither is social media a standalone discipline. It can, and should be, part of an integrated strategy, interfacing particularly with your website, content marketing (in all its forms), PR and events. Good use of social media will amplify your brand, reinforce your messaging, help you find and engage large audiences deliver timely customer service and nurture prospective customers.

2.   Mobile’s moving up

The use of smartphones and tablets is still rocketing. People research, chat and work using these devices at home, at work, on the go and everywhere in between. In 2012, 32% of UK adults accessed the internet using a mobile phone every day[i] and a recent US survey found that 40% of total internet time is from a mobile device[ii]. Combine this with the continued blur between work time and pleasure, and it’s critical your digital communications are mobile-friendly so people can find you where, when and how they want to.

3.   Get personal

Despite the phenomenal growth of social media and virtual networks, people still buy from people. You might have got so immersed in the digital world that you need to come back a little more to the real one. There’s no substitute for face-to-face contact. If you feel it’s been too long since you were in a room with a customer or prospect, it has been too long. Get yourself out from behind the screen and make your proposition real.

4.   Don’t just generate: nurture

Lead generation is all well and good, but in 2013, it’s not enough. Leads need to be qualified, prioritised and handled appropriately. This might mean many are not passed on to your sales department for several months – or even longer – while you nurture them and move them closer to conversion. Content marketing and marketing automation are growth areas with an abundance of options which allow you to evaluate sales leads and nurture prospects while optimising your other precious resources. Improving marketing’s relationship with sales – by handing over only warm or hot leads – is just an added bonus.

5.   Back to basics

It’s more than four years since the current economic slowdown started, but budgets are still tight. Thorough evaluation tells you which aspects of your marketing are working, and which aren’t. Extravagance is a luxury few of us can afford, so if it doesn’t work, change it, or stop it to improve your marketing ROI.

6.   Joined up thinking

Marketing silos can ruin creative thinking and implementation. While I understand the rationale for them in b2c, those arguments are far weaker in b2b, especially industrial marketing. On the contrary, the massive transformation of communications channels, the ongoing internationalisation of business and the pressure on marketing spend fuse to make 2013 the year of integration. It’s simpler, more consistent, transparent and can deliver more bang for your buck.

But what would you add to the list? What else should industrial marketers start doing sooner rather than later?

Whichever medium you’re using, design should serve a purpose and be easy to use / read / view. And ultimately, the best design should be appealing, creative and inspiring.

But what constitutes ‘good’ design? Here are a few factors to consider:

First impressions

Whether it’s the entrance to an exhibition stand, the front cover of a brochure or your website homepage, the initial user experience really does count. This vital stage influences whether a person will enter, open, click through. So you need to make sure it’s eye-catching and intriguing, with no barriers to taking the next step. Clear navigation, for example, is critical to good web design and one of the most important features in an effective homepage.

Composition

Think about how people will interact with your design. For formats such as printed materials aimed at Western users, positioning key elements in the top left and bottom right can aid usability as it follows how the eye generally moves. Highlighting, rows, columns and grouping items together can all give signposts to the user too. Equally, inclusion of tables and diagrams can overcome issues of displaying complex data – the popularity of infographics in b2b communications is testament to this.

Colours

Clever use of colour can attract attention, enhance visual appeal, aid brand recognition and differentiate your business. For example, in the cosmetic ingredients market where blue is the norm, the use of green across all its creative work achieved stand-out positioning for Innospec.

But careful use of colour is also needed. Keep to a consistent colour palette, use complementary colour combinations and be careful not to apply too many different colours in one concept. And for design with an international audience in mind, check for particular cultural preferences and customs relating to colours.

Interested in learning more about design? My recommended read on this subject is Universal Principles of Design (William Lidwell, Kritina Holden, Jill Butler).

And remember, it’s not about what you like (more on this here) but what will engage, excite and ignite your audience into action.

We’d love to hear your thoughts on the best in b2b design – please share them below. And get in touch if you’d like to talk about design for your business.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.

Once upon a time…

…functional food and nutraceuticals manufacturers could really go to town on their product marketing. Then regulations tightened, EFSA started to dictate on-pack wording and everyone started to play safe with woolly intangibles. Ask yourself, what are your key messages? Innovative? Solutions? It’s likely you’re not alone.

Take a look round a tradeshow or browse a few competitor websites – many of your peers are adopting alarmingly similar themes. All of which raises the distinct possibility that every company’s points of differentiation will start to converge into one instantly forgettable approach.  So what can you do to stand out from the crowd?

To read the full article published in Nutraceuticals Now, Winter 2013, click here.

The views, opinions and positions expressed within any BDB blog posts are those of the author alone. We accept no liability for any errors, omissions or representations. For guest posts, authors retain copyright and any liability with regards to infringement of intellectual property rights remains with them.