Archive for July, 2007
Free Webinar on Communicating Green
Communicating an environmental message is usually something that most companies dodge completely or take a very defensive stance on. From a B2B perspective, the environment should really be woven into an overall benefits-base message. Using less energy usually costs less money.
There is a free webinar next week on communicating a green message from the Business Development Institute and PR Newswire:
The green movement is more than just the latest trend. Aside from global warming, political and economic realities are forcing our nation to embrace cleaner energy and other green initiatives. Companies and organizations are asking themselves how they participate in the movement. Business Development Institute and PR Newswire have partnered to produce a half day conference that specifically addresses the questions, issues, and opportunities facing the corporate communicator and marketer.
How are leading organizations embracing the green movement?
What are specific examples and case studies that demonstrate how companies communicate and participate in the green movement?
What’s the business case for going green?
How does my company go green authentically without being perceived as “jumping on the bandwagon”?
What resources are available to my company to help go green?Speakers
» Deb Berlin, Director of Marketing, U.S. EPA Climate Leaders
» Steve Etzler, Founder and CEO, Business Development Institute
» Bart Feder, President & CEO, The FeedRoom
» Adrienne Garland, Vice President Marketing, PR Newswire Association LLC
» Stephen P. Giannetti, Vice President and Group Publisher, National Geographic Magazines
» Jim Hartzfeld, Managing Director, InterfaceRAISE & Past Charman, U.S. Green Building Council
» Mona Astra Liss, USA Corporate Public Relations, IKEA
» Usha Raghavacha, Escape Hybrid Marketing Manager, Ford Motor Company
» Linda Recupero, EVP Public Affairs, HSBC USA
The reduced rate to attend this conference is $155.00. But luckily PR Newswire and MultiVu will be offering a FREE Webcast of “Green Communications – the Case Studies.”
Register here: (Link)
Add comment July 19, 2007
The Difference Between Feature and Benefits Based Marketing
When anything involves technology (and let’s face it, EVERYTHING involves technology) knowing the difference between features and benefits is important. To a certain extent, features, or how something works, can help differentiate a product. But often, in the realm of B2B, these features dominate marketing. Here are two examples from software companies that targeting the video editing/enhancement market. I won’t say these are two competitors, but they are targeting the same market. One focuses only on the benefits of their product and the other on features. Just imagine you are looking for a tool that can help you improve the quality of video production and cut budget. Which video accomplishes that most successfully. Hint: it’s the one that you’ll probably watch all of…
1 comment July 16, 2007
Boeing: A Lesson in Benefits-Based Marketing
Hats off to Boeing for the successful launch of its 787 ‘Dreamliner’ this week. The company has done an excellent job in marketing it new product (and in developing the product) based on the needs of the marketplace. This sounds like a ‘no duh’, but consider what you heard about the new Airbus: it’s big. Boeing peppered the media with knowledge about it’s product: customers will feel more comfortable in a higher humidity cabin with larger windows and more headroom. Airlines will realize cost savings because the plane is more fuel efficient. Noise pollution will be reduced because the plane is quieter. Airbus: big, big, big.
The jury’s still out on the plane, since it hasn’t flown yet, but, for now, Boeing shows that concentrating on a lot of less glamorous benefits pays off even when the competition has a much…bigger…story.
NPR’s story on the launch shows how a benefits based PR approach can pay off in the news. (Link)
Add comment July 13, 2007
Brands Evolve — But Does B2B?
There are few branding mechanisms more persistent than children’s breakfast cereal characters. Capt’n Cruch, The Trix Rabbit, and the Cocoa Puffs Bird all date back 30 or 40 years! The marketing for these products has changed as well. In the videos below, it’s interesting to see that the commercials have gotten a lot shorter and there is more of an emphasis on nutrition, and the animation technology has evolved to integrating live action and computer-generated graphics.
But here’s the striking part: the B2B part has remained essentially the same. It’s in the same rectangular box with a printed cartoon image on the front!
Marketing is the key to change in any B2B situation. In the case of the cereal box, production, shipping, and store shelves all make changes to the size and shape of packaging more complicated. But is it more complicated than changing a cartoon character? Aren’t millions spent on production values and television advertising?
Fortunately, trends seem to be tipping in favor of B2B becoming more relevant as marketing finds its tradition tools less and less effective. Television ratings are down and the marketplace has become more fractured. Marketers would be smart to move some budget to changing that box which would involve a much needed dialog with the B2B community — suppliers of materials, filling equipment, and converters.
Here’s an interesting article on cereal trends:
LookSmart’s FindArticles – Cereals run sweet and healthy – 2003 New Products Annual: Cereals – trends and product introductions in breakfast cereals, world – Industry Overview
Prepared Foods, March, 2003, by Mike Pehanich
1 comment July 12, 2007
Packaging Highlighted on ‘Cool Hunter’
Communicating with brand owners and designers isn’t confined to traditional channels of the media. Cool Hunter is a good example of a site that attracts an audience of the generally curious, to serious artists, designers, and brand experts.
For example, the site has a section on ‘cool’ packaging and has, arguably, one of the best galleries of global packaging design from around the world. Not only is packaging elevate above the simply functional in this forum, it is cited as a way to elevate a brand and drive sales.
Sites like Cool Hunter are an important conduit to communicating beyond commodity. They are read by decision makers that know the value of differentiation. In addition, creating a B2B dialogue with these types of sites establishes credibility in the marketplace with designers, brand owners and even the public. Perhaps most important, is that these sites are a rare opportunity to leverage B2C trends and opinions in the B2B world.
Check out CoolHunter’s packaging section (Link).
1 comment July 5, 2007
