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The new role for B2B PR - Five Minute Pitch
- 1. Five minute pitch Paul Maher Positive Marketing
- 2. Once it was Oh so easy... 1. Target hard-to-find buyers 2. ‘Free advertising’ 3. Explain what complex products do Information Democracy Consumer Technology Search Optimization 2
- 3. Three disruptive changes Information Democracy Consumer Technology Search Optimization Infinite information always available Technology is every day Information is everywhere 3
- 4. Huge Upside NOW YOU CAN.. 4
- 5. Prospect in more places
- 6. Discuss (demo) products any time 6
- 8. This is not free – or strategic Information Democracy Consumer Technology Search Optimization Search is not Brand Building Clicks are not Leads Leads are not Prospects 8
- 9. But what about ‘Free advertising’?
- 10. Today there is a ‘River of News’ SOMEONE NEEDS TO START THE CONVERSATION Source: Google CTechTargetHow IT buyers Search Online)the Purchase Process, 2009 10
- 11. Someone needs to own your branddiscussions. So why Positive MARKETING?
- 12. Discussions. Not Ad breaks 12
- 13. Positive values Information Democracy Consumer Technology Search Optimization 13
- 14. We can start tomorrow. Can you?
Notes de l'éditeur
- Hello and welcome to the Positive Marketing Five Minute pitch. We want to spend five minutes convincing you that we can create more relevant discussions about your brand. Here’s how..
- Once upon a time. B2B PRwas simple. It involved1. Targeting B2B buyers who, unlike CONSUMERS, were not in STORES (because they were at their DESKS doing DAY JOBS) but who DID read print media. 2. Avoid ADVERTISING which was expensive. But use PR, which many called ‘Free advertising’, despite the fact it was neither free nor advertising! 3. Then explain, in print, what exactly complex your HARD TO UNDERSTAND products or services could do for themPR back then required three thingsPress Packs – Which was GREAT for Printers BUT Wasted time, money and trees Boozy Lunches – GREAT for Restaurants. BUT Destroyed afternoon productivityThe Vanity HQ = GREAT for Real Estate Agents. Not GREAT for commuting workers,the environment or even agency profits. A good PR plan might be summarised asHIRE AN EXPENSIVE AGENCYPAY THEM A LARGE RETAINER SHOW UP AT PRESS LAUNCHES EVERY SIX MONTHS
- The internet blew away the print media information monopoly. Now the cognoscenti browse for their own information.Consumer technology has spread the net even wide and also makes difficult-to-understand technology unappealing.Searching became the gateway to information. Now customers can learn all they need to know from wherever they are, so PR has become more like publishing. So who needs PR? Before we answer that, let’s Look On The Bright Side of LIfe
- There is huge upside because now you can.
- Now customers are everywhere. As the media landscape has atomised, companies can find and influence customers in many more places. Often in more specialist online venues such as Blogs,Microblogs like Twitter, Online groups in sites such as LinkedIn or online communities of interest. From a sales perspective this may make them more qualified leads, because you know more about them. This virtual presence reduces the bills for canapes, flights and hotels but increases the need to be ‘Always On’. In fact you need to ‘Always On’ in more places. Your brand can be reviewed 24x7 – not always in a good way.
- Audiences also come to you on the Web. You can explain and answer questions in Real Time at the users own desk’s (even at home) at VERY LOW COST. You still need to ATTRACT AN AUDIENCE because sadly customers, like everyone else, are a little overloaded these days. They just cannot ‘spare’ 60 minutes for EVERY interesting product. So if your widget is the best, how are they going to find out about it?
- Well, one way is good ole display advertising, Advertising is great for brand building but, as the ad says, it is still ‘reassuringly expensive’. YES Those are REAL prices! Unless you have high margin best-selling product facing stiff competition, or just like hanging around groovy advertising people, this is best avoided in B2B.
- Free? In fact, there are more ways to pay than ever in the online world.Organic Search – A sort of arms race for consultants in White Coats called Search Engine Optimization experts. Their work never ends.Pay Per Click – Advertising but increasingly under pressure to prove that that one final click is 100% responsible for the sale. How exactly did the mouse end up hovering on the button?Pay Per Lead –Providing unqualified leads, through techniques like telemarketing and Whitepaper hosting. Much more results-based, but like the rest, really just the first part of sales process. Do any of these build a brand, in the same way that glossy advertising or solid PR would? Er, No.
- So where did all that free advertising, I mean, PUBLIC RELATIONS, go?
- The theory used to be that advertising, somehow INTERRUPTED people and showed how them products which solved urgent problems. This was a myth and is less believable now than ever. Awareness is more like a meandering river or a journey (as even Google has realised, according to their slide here)We are In fact, bombarded with paid-for messages from cereal packets, call centre hold messages, Spotify adverts, Text messages, Web Pop Ups, as well as via the three online tactics we discussed earlier. These are all part of a customers journey to the final mouse click or phone call. Along the way, there will be many touchpoints for customer to learn about your brand and products on and off line. Pleasingly, this requires the building of lots and lots of relevant, persuasive content for Websites, blogs, Tweets and comments. This is the new PR.
- There are a lot of ways to get involved in discussions, some evolving as we speak. Positive Marketing is leading the way forward using experience and energy to engage customer effectively in your brands.
- Here are three real examples of how Positive Marketing managed real-life brand discussions for its clientsAwareness Raising – An outstanding PR Profile of client Precise Software. This was mailed to clients by sales as proof points.Preference Dfferentiation – Global Thought Leadership research. Used to craft a new identity, one aligned with customer requirements, for one of the world’s largest enterprise services organizations.3. Helping Customer make informed Choices – A Lead Generation White Paper campaign for client MKS. Which resulted in 120 excellent quality leads in just three weeks.
- Here is why Positive works well for our clients.POSITIVE IS EXPERIENCEDWe create killer B2B discussions based on our experience of: What content will best influence sales Where we we Add most Value to our customers(from Marketing Strategy to PR/AR execution)POSITIVE IS ENGAGINGWe work globally, regionally or by LoB based on : Where Sales and Marketing teams need most help Where and when strategic discussions are neededPOSITIVE IS EFFECTIVEWork to your budget with,no fancy offices, no ‘On the Job’ learning We align with marketing plans and understand deadlines, budgets (and how to avoid politics) We likeusing projects to build up longer-term relationships Our goal is to service clients who become advocates and we want you to be both
- Thanks for spending your time with Positive Marketing. Hope you profited from the discussion and it will help deliver results. We can start tomorrow. Are you ready?