Archive for May, 2009

Top Marketing Challenges of B2Bs

Tuesday, May 19th, 2009

B2Bs Have a LOT More Competition

Think about how few soft drinks struggle for market-share compared with how many accounting firms, IT support or financial services companies compete in just one city. Differentiation for the B2B company is a daunting task. The key to success is finding out what makes the B2B really special. Trust me, your first thought is what all of your competitors say – dig deeper. Rapport helps you do the digging by getting to know our clients well enough to pull the information out of them – that’s our differentiator.

B2B also is all about developing leads. At Rapport we ask: how can we use your differentiator to develop a lead generating plan, something that makes you STAND OUT?

Applying Your Differentiator

Consider all points of contact (e.g. business card, ad, etc.) and what they’ll inspire prospects to do next (i.e. visit your web site, then join your mailing list or contact you for a consultation). Maybe your differentiator can be developed into a physical, usable marketing piece that is unique (see our portfolio sample below). Or perhaps it can be turned into an original web-based application like a calculator or a tour that makes your site immediately helpful to visitors. Check out New Toronto Group’s snazzy new web site with a “find a course” web application that shows of their own ColdFusion talent.

At Rapport, our goal is to listen, push, listen more, then dig out your differentiator. We bring in extra professional help where needed – then create marketing and branding that makes you stand out in a sea of competition.

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Diversifying with Consistency

Tuesday, May 12th, 2009

Your marketing efforts should be spread across a few different communication channels to better your chances of effectively reaching your target audience.

Sounds pretty obvious, doesn’t it? Just common sense. Create a brochure, place an ad here, send an e-newsletter there, sprinkle on some networking, and mix it all together with your bi-monthly blog.

A Little Consistency Goes a Long Way

But many times these efforts are made without consistency in branding and communications messages. You spend a lot of time and money on developing your brand, making it something you are proud of, something that truly reflects who you are, what you stand for, and how your work enriches the lives of your clients. But when it’s time to spread that message around, too often we forget the common theme.

Diversifying your marketing is about creating different pieces of marketing around one concept. You don’t necessarily have to keep the specific message exactly the same, but the tone you use, the look of the piece, and the overall perception of the message by your target market should be the same and reinforce each other. Let your brand come shining through in your marketing and it will remind or inform people why your product, company, or service deserves their attention.

Keep it fresh. Keep it simple. Keep it consistent.

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Diversify Your Impressions

Tuesday, May 12th, 2009

Think about diversity and all the creative ideas and interesting results it brings into the world. My inspiration project is from a client who specializes in diversity in the workplace and the media. They wanted an interesting way to share their views and challenge others’ impressions. This led to the creation of a viral tool/flash movie (featured below) and the alternate theme of this newsletter, which is about diversifying your marketing materials.

This video was embedded using the YouTuber plugin by Roy Tanck. Adobe Flash Player is required to view the video.

Be Bold, Stand Out

Why not try something different? We don’t suggest blowing your whole budget on something unconventional, but perhaps using a small portion for some unusual marketing techniques could garner the kind of attention no one else currently gets in your field. Lead the pack. Be bold. Make an impression.

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Remembering thank you

Tuesday, May 12th, 2009

Rapport’s branding was inspired on the value our firm places on good client relationships. We appreciate our clients who bring us their business over and over again, and we value those who refer others to us. We also continue to thank our suppliers who make our business run smoothly (e.g. ask our courier, Michael from Dana Point, about the cookies and donuts!).

Show Your Appreciation for Their Business

Rapport also encourages every businessperson to be thankful and show appreciation. Beyond expressing gratitude, appreciation leads to more business. Customers will talk about you and your expressions of appreciation will promote your branding.

One of our longest running clients, Signal Group, taught us that you get much greater value from giving appreciation to your existing clients than advertising to win new clients. The key is to make your customer appreciation item something that is useful or entertaining, is good enough “to keep”, and shows off your company.

Some Useful Ideas

Rapport’s creative team has produced some great customer appreciation ideas: customized/branded holiday cards and gifts, thank you cards and gifts for referrals, newsletters or emails with free tips and advice, giveaways for a party or event, and branded gifts (and believe me, finding the right s.w.a.g. is an art, not to be taken lightly).

Whatever the gesture, express your customer appreciation from the heart and always make sure the branding is consistent with your other materials.

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