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Marketing je jednou z oblastí, která se mění každým dnem. Objevují se stále nové postupy a nástroje, které jsou stále sofistikovanější a umožňují skutečně přesně zacílit tam, kam potřebujeme. Problémem ale je, že mnoho firem těchto možností stále ještě nevyužívá. A mnohdy o nich možná ani neví. Nejen pro ně, ale i pro všechny ostatní, které zajímají novinky z oblasti B2B marketingu, připravila společnost Top Vision další ročník konference Marketing Challenge Forum.
I F I T D O E S N ’ T C H A L L E N G E Y O U
I T W O N ’ T C H A N G E Y O U
“Marketing by interrupting people isn’t cost-effective anymore.
You can’t afford to seek out people and send them unwanted marketing
messages, in large groups, and hope that some will send you money.”
MAKE YOUR BRANDS
A TANGIBLE EXPERIENCE
IN CONSUMERS' LIVES
EITHER IN PERSON
FIND OUT HOW
Brands are being built around
how consumers experiencethem.
Experience is what brands do to get
I only advocate brands when
I have had great personal
3 out of 4
them for themselves.
Customers are no longer interested in
hearing a list of features; they want the chance to
Did you know that the right offer
at the right time and right place
can increase your response up to
GET IT NOW
Make your brands a tangible
presence in consumers' lives
either in person or digitally.
free media.What matters to us and to
clients is the free media.
conversion.Connection of any visual environment,
including retail with digital media, justifies
an investment in an experience knowing
that it will pay dividends when people share.
The most viewed automotive commercial on YouTube ever with over 80 million
views. Shared by over 40 million on Facebook. Thousands of spoofs, adding an
extra 60 million of views. Free media $150m. Sales increase 25%.
"It kind of had everything. It had the product at the heart of the story, it
was a fantastic demo. But it was more than that. It was a spiritual
meditation, had a huge emotional punch as well as the product
message, which we found extraordinary."
- Al Mosely, Cannes Lions
VOLVO - B2B CAMPAIGN OF THE DECADE
IBM is a tech retail company, but one without the ﬂashy consumer appeal of an
Apple or Google. However, IBM has a long and rich history in the computing world,
which gives it a unique market position. The brand’s marketing team did a really
smart job of leveraging that history in its recent 60 Years in Singapore campaign.
Why It Works
They paired stories about the history of IBM in Singapore with projects
and trends 50 years in the future, showing where the company has
been and where it’s going. They share first-person stories of real
employees and historical events in Singapore. Their microsite utilizes a
really cool interactive layout and navigation structure.
IBM: 60 Years in Singapore
In a whimsical 60-second TV spot, BBDO makes industrial equipment such as jet
engines, hospital machines and locomotives come to life through the eyes of a
child whose mom works for GE. To get its employees engaged, GE created an online
video of employees' kids talking about their parents' work—all showing the
human, imaginative element of GE's b-to-b business.
Why It Works
There’s a cute kid. Cute kids are super engaging.
The story appeals to our emotions—and emotional content is twice as
effective as purely rational content, according to some studies.
The video brings imagination to life in the real world.
GE: Childlike Imagination
Data center security software is about as boring as you can get when it comes to
B2B marketing. And yet somehow, Juniper Networks managed to make their
product engaging and fun with a mobile game called Deception Force.
Why It Works
People love playing games on their phone, especially when the app is
free. The game actually relates to what Juniper does as a company,
without the topic detracting from the gameplay itself.
It’s an appropriately nerdy idea for data security people.
Juniper Networks: Deception Force
When you’re building a relationship, you not only need to know who you’re
talking to, but also where and how to talk to them. Fish where the big ﬁsh
is. No one buys a chain link by link. People either buy the whole chain or
they don’t. It is the same with converting business. Did you know that the
right offer can increase your response up to 300%? An identiﬁcation of the
right point at which a customer performs a desired action is eminent.
A true brand experience is so much more than just an interaction. It
enhances customer experience in the real world. It directly engages
consumers and invites and encourages them to participate in the evolution
of a brand. Remember the old teaching adage about the importance of
showing, not telling? The same principle applies to experiential marketing.
Customers are no longer interested in hearing a list of features; they want
the chance to experience them for themselves.
Tactics not grounded in strategy always fall short of the target. We operate
on multiple levels (rational, emotional, psychological, etc.) and execute the
right mix of modes and media (online, ofﬂine) that are authentic to the
interests, behaviors and expectations of your customers. The result is a
natural, participatory brand experience that cuts through the clutter and
truly engages, rather than just interrupts. In summary we build strong
relationships between a brand and its consumers.
Content | word of mouth
bloggers | inﬂuencers
management | reporting
Audio & video content
banners | animations
web | mobile | apps
Award winning campaigns
Events | celebrities
technologies | art | science
public relation management
Desktop | mobile
On-life / off-life system
Ofﬂine & digital
guerilla | promotions
Conversion's & KPI's
one touch-point reporting