BUSINESS MARKETING

Technology Marketing

 

Kerridge Commercial Systems rebrands the Big Leap way

What does your brand say about your business? Do your customers know what your company stands for? How do you keep your customers engaged if you decide to change your brand? When Kerridge Commercial Systems needed a new brand that answered these questions, Big Leap was on hand to develop a compelling and creative brand story designed to strengthen the company’s position as international leader in the distributive trades market… So we set about rebranding the Big Leap way: Gathering insights and analysing our primary research Defining the principles of the new brand Writing a brand story that tied the company’s past to its future Creating a choice of dynamic and engaging concepts Developing the design toolkit for the chosen option Detailing the Guidelines with frameworks for consistent brand expression Inspiring the team with a Brand Application workshop Mike Beech, Product Marketing Director and Rebranding Project Lead at Kerridge Commercial…

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Autumn put a spring in your step?

Despite the drop in temperature and the leaves on the ground – the client teams we’re working with show no signs of heading for hibernation. In fact, Autumn has put a spring in the step of a fair few of our clients as they embark on projects to rebuild and refresh their websites. As with the change in seasons, they recognise that they need to continually evolve to keep the appeal they have to new and existing customers. Naturally we’re delighted to be working with them on these projects, offering bang up to date advice on user journey, responsive design, and CMS tech. More on this subject coming soon… Sadly its not all autumnal sunshine and smiles; with the end of summer came the departure of the lovely Alex – much missed for his social buzz. We wish him well for his final year at University and hope he comes to work with us again…

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A lesson (from Banksy) in how to attract attention

Love or hate him/her, engineered or not, Banksy is a first class marketer – and Dismaland is a shining example of how to apply creativity to attract attention. Marketing lesson number 1 – Start a conversation As humans we love nothing more than being let in to ‘the secret’. If someone says, “it’s a secret”, we’re hard-wired to want to discover what the big secret is. Banksy knows this. The Tropicana has been under wraps, shrouded in mystery, gaining attention and getting everyone guessing as to what might be going on inside. Heads turned as the disused lido became the talk of the town and people watched, listened, speculated and discussed the possible plans for the site. Without uttering a word, Banksy started a conversation, then shaped the conversation by posting clues (or rather misdirections) around the Tropicana. When starting a conversation, you don’t have to introduce your company or…

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Shaun the Sheep and the elevator pitch

Walk or drive around Big Leap’s home town of Bristol at the moment and you will more than likely bump into a Shaun the Sheep. ‘Shaun in the City’ is an art trail born from local business and world famous animators Aardman Animations. A flock of more than 70 brightly decorated ‘Shauns’ (he’s even got his own app!) compete for our attention, fighting to stand out from the crowd. So like Shaun, how can we in the B2B world stand out from the flock? First, we have to know our offering. Who we are, what we do and why we are the best. One of the best places to get this straight is through a good elevator pitch. What is an elevator pitch? It’s that short, concise sound bite that explains what you do. In today’s business environment, you’re likely to get a maximum of 30 seconds to deliver the pitch before…

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3 Tips for effective Product Classification

When it comes to Software and Technology, effective labelling – or ‘product classification’ in marketing speak – can mean the difference between a target buyer finding your solution, or not. However, in mature, highly fragmented markets like Business Intelligence and Human Capital Management – classifying and then categorising products and services for maximum exposure is no easy task. Listing your product’s endless modules, features, or possible uses on your website might get you some business – but it’s no substitute for classifying your products in a way that makes it really easy for your prospects to understand you provide what they are looking for. Even disruptive technologies and those first to market with new categories of product need to understand how best to classify products so that when customers go looking for a solution to overcome their problem, they might find your competitors – but they’ll also find you. Understanding…

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What are your customers actively searching for?

A conversation about ‘labels’ last week caused quite a stir at a client meeting… Whilst as people we may not like to be pigeon-holed, when it comes to B2B tech products and services, effective labelling – or ‘product classification’ in marketing speak – can mean the difference between a target buyer finding your solution, or not… Inspired by Chris Froome’s performance in ‘Le Tour de France‘, we got into a debate about bikes to prove the point: A two-wheeled, pedal powered transport vehicle is universally recognised as a ‘bicycle’ or ‘bike’. The term was decided on many moons ago, and since then there have been many variations on the theme – with over 1 billion in use worldwide – purchased for any reason from racing, to commuting, to pootling around Bristol ‘Boris Style’. If you need/want a bike in your life, you’ll go searching for a ‘bike’. You might have specific needs in…

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Storytelling and Content Marketing

    “Happily Ever After” Storytelling and Content Marketing at Bristol Media’s Masterclass Written by Tiff Donnelly Once upon a time in a land far away (well Bristol actually!) over 80 people from creative agencies across the South West gathered together to hear marketing insights on a range of topics and to network. First up were UWE Business school, sharing their research on Client-Agency relationships, followed by presentations discussing ‘Marketing Strategy’, ‘Thinking Bristol: Working Globally’, and ‘Growing a Digital Agency’. The IPA then chaired an interesting panel session about the future of marketing and agencies, (which partly lies in employing a younger generation, who already think, act, and do what is set to become the future of things). Following this we heard speakers on other topics including Conversion Rate Optimisation and Social Media (unlike the beauty in the fairy tales – it never sleeps!). But the hero of this tale has to be…

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56% are missing out on customer engagement

Hi there, Bea here with some thoughts on B2B Marketing’s recently published Content Marketing Benchmarking Report, 2015 – which unveiled some revealing stats about marketing in practice. 56% of marketers don’t personalise content. To gain traction these days, we need to be aiming for hyper-personalisation. Not just addressing an email to the right recipient, but actually delivering the right sized, precision-targeted content at the right time. Whilst limited time, resources, and tech put this goal beyond the reach of many companies, it’s a good start to understand each segment of your target audience – what keeps them up at night, what motivates them. There is no ‘one size fits all’ message. 31% of marketers don’t have a content strategy. Not to be confused with a content marketing strategy – not having a content strategy means businesses aren’t using their content as a business asset. If you haven’t got a strategy for…

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How many answers do you get – 20 or 1?

Hi there, Maria here, wondering if 20 people in your business were asked “What does your company do?” – would you get 20 different views, or 1 clear well defined answer? How many more sales could you win if everyone in your business could clearly and consistently articulate the value of your services and products to your customers and prospects? This valuable sales technique is rarely given enough thought, written down, or universally known within businesses. At the start of one project with an established IT company with a 360 strong workforce, we heard nearly as many versions of ‘what the company does’ as there were employees. In marketing speak, the ‘answer’, comes from your ‘Value Proposition’, and it’s one of our specialist areas. We work with our clients to get better sales engagement by helping them to really understand the value of what they provide and the benefits to different people in the…

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Snacking on Strawberries.

Hi, Lorraine here. With Wimbledon just around the corner I thought I’d share a few insights from a superb presentation I saw recently by Rosemary Brown of IBM and Jonathan Gapper from Ogilvy Group… Turn on the footage of Wimbledon (it’s always on in the studio) and you can’t fail to see that IBM is as synonymous with Wimbledon as Wimbledon is with strawberries. In fact for the last 25 years they’ve been providing the tech to collect and analyse data for the event. You’d think as a major sponsor, IBM would get a lot of business out of Wimbledon – but the trouble is, who wants to talk Big Data & Analytics at a major sporting event? Over the years IBM has come to the conclusion that the answer is ‘very few’! But still the Sponsorship team had to find a way to fill the Salesforce pipeline. So they tried…

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