Enterprise Ireland - eMarketing Event - Dublin - October 2017

1. Fuel international
growth.
How to use best-practice B2B branding, communications and marketing to
open up new markets.
Enterprise Ireland
Digital Strategies for International Markets.
Crown Plaza, Dublin, 26th October 2017
Presenter:
Ed Field, Managing Director, Maverick ( www.Maverick-intl.com )

2. In today’s digital world, how we research, select,
evaluate and engage with providers has changed
dramatically - and continues to evolve.
Change

3. You can now cut through the clutter, reach
anyone, anywhere and engage, educate, excite
and amaze.
Opportunity

4. We all need to re-think and re-invent how we
present ourselves, how we become known and
how we stimulate engagement.
Right comms + Right marketing tactics = Unprecedented success
Action

5. Hard to see the wood from the trees. And hard to take the time out to re-think
and re-invent. Need strong, independent, external support.
It’s a big shift with many parts. To align and implement all takes a wide variety of
expertise: planners, designers, copywriters, engineers, digital marketing
specialists. Unlike the big guys, the SME rarely has the resources or expertise to
orchestrate multiple providers, for them one end-to-end partner is a usually a
better fit.
Embracing this change can be
a challenge

6. There is a way…

7. Since 2005. Team of 13. See maverick-intl.com
Fuelling success for ambitious,
internationally focused B2B
companies and brands.

8. MarketingCommunications
+Strategy. Positioning. Branding.
Copywriting. Photography. Video.
Websites. Sales Presentations.
Content. ABM. Social. SEO. PPC.
Email. Display. Landing Pages,
Marketing Automation.
A powerful combination that’s driving extraordinary success in
the technology, industrial and professional services sectors.

9. Audits
Communications Services.
Research Strategy Fundamentals
Planning
Value
Propositions
Identities Copywriting Content Graphics
Websites Sales Materials

10. Insight
Marketing Services.
Planning Content ABM
Social
Search
Sponsorships Display Sales Enablement Automation

11. Revenue generating programmes
30+ International B2B Clients
Professional Services
Centre of Project
Management (UL)
Target Sectors:
Engineering, Pharma, BioTech.
Construction, Healthcare, Gov.
Leading Edge Group
Target Sectors:
Healthcare, Medical,
Pharma
University of Limerick MBA
Target Sectors:
Pharma, Medical, BioTech,
Manufacturing, Finance, Energy,
Industrial
Carey Glass
Target Sectors:
Architects, Glazing &
Building Contractors.
FloorTech
Target Sectors:
Pharma, Transport, Retail,
Food & Beverage, Auto.
Safety Storage
Target Sectors:
Pharma, Medical Devices,
Energy, Construction, Food.
Technology
Emisoft
Target Sectors:
Oil & Gas, Chemicals, Metals &
Mining, Pharma, Biotech.
Solgari
Target Sectors:
Healthcare, Fintech, Recruitment,
Financial Services.
ECAT
Target Sectors:
Transport & Logistics, Retail,
Facilities Management.

12. MarketingCommunications
+Strategy. Positioning. Branding.
Copywriting. Photography. Video.
Websites. Sales Presentations.
Content. ABM. Social. SEO. PPC.
Email. Display. Landing Pages,
Marketing Automation.
A powerful combination that’s driving extraordinary success in
the technology, industrial and professional services sectors.

13. There is a way…

14. Challenge & change

15. The Challenge
Needing sharper tools to
break new markets
Carey Glass

22. Note: the text has been
blurred on this shots.

25. The Challenge
Internationalise
Emisoft

34. The Challenge
After multiple acquisitions it was time to
unite all under one strong communications
umbrella and kick-start lead gen and cross sell
Enva

39. The Challenge
Production orientation to marketing
orientation. From commodity to brand.
LSM

45. A few more examples…

46. Technology sector.

51. Industrial Sector.

56. Services Sector.

61. There is a way…

62. The Path to Transformation
See the way Insights from company, market, clients & competitors.
Define Foundations Purpose, Positioning, Proposition, Personality.
Plan Shaping a succinct communications development plan.
Implement
3
2
1
4
• Brand identity & visual style
• Writing
• Detailed specification for all
• Photography & videography
• Design website etc.
• Production of website etc.

63. People first engage with ‘why’ you do what you
do, not ‘what’ or ‘how’. A clear purpose, for an
organisation or brand, underpins the
development of effective communications.
Purpose
Phase 2 - Define Foundations

64. Our purpose is to help smart, ambitious,
internationally focused, B2B companies
realise their full potential.
We do that by ensuring they have everything they need in terms of
positioning, branding, communications and sustained marketing
activities to realise their ambitions.
Maverick’s purpose.
Phase 2 - Define Foundations

65. Phase 2 - Define Foundations
Positioning
A lead attribute e.g.
LSM: strong. Paycheck Plus: precise. Carey Glass: big.

66. What is the company and its people like? How
do they look? How do they sound? What type of
personality will connect with your prospects and
customers?
Personality
Phase 2 - Define Foundations

67. Personality – Enva
Five key facets to our personality. Everything we do and say reflects this personality.
We look, sound and act;
• Professional – Capable, the people who will get the job done right - right people, right equipment,
right approach, right partners, right documentation, right processing of waste.
• Helpful & Collaborative – Going the extra mile.
• Established - Solid/Sound. Experienced.
• Progressive – Innovative. Scientific.
• Environmentally aware – Innovations and operations which are making a significant contribution to
environmental protection and reducing waste. We’re on the front line.
Phase 2 - Define Foundations

68. Brand Identity
& Visual Style

69. Brand Identity
& Visual Style

70. Plan
A complete, succinct
communications
development plan.
Phase 3 - Plan

71. Implementation pointers
Engaging Copy – clear, relevant, true, human, digestible
Proof – testimonials, stats, case studies
Clear Next Steps – multiple options, make it easy
Consistency in message and design – across all touch points
Phase 4 - Implement

72. Engaging Copy
Clear, relevant, true, human, digestible

73. // Engaging Copy

74. // Engaging Copy

75. // Engaging Copy

76. // Engaging Copy

77. // Engaging Copy

78. Proof
Testimonials, stats, case studies

79. // Proof

80. // Proof

81. // Proof

82. // Proof

83. Clear Next Steps
Multiple options, make it easy

84. // Clear Next Steps

85. // Clear Next Steps

86. // Clear Next Steps

87. // Clear Next Steps

88. Consistency in message and design
Across all touch points

89. In all materials With the team
Website
Print materials
PDFs
Sales presentation
Proposal documents
Social media presence
Trade show stand
Signage in your premises
Vehicles
Packaging
All singing from the same hymn
sheet.
Especially:
- Management
- Sales
- Service
Fully and consistently brought
to life across all touch points

90. The Path to Transformation
See the way Insights from company, market, clients & competitors.
Define Foundations Purpose, Positioning, Proposition, Personality.
Plan Shaping a succinct communications development plan.
Implement
3
2
1
4
• Brand identity & visual style
• Writing
• Detailed specification for all
• Photography & videography
• Design website etc.
• Production of website etc.

91. Simplicity Wins

92. Simplicity is
the ultimate
sophistication
“
Leonardo da Vinci

93. Simple can be harder than
complex: You have to work
hard to get your thinking
clean, to make it simple. But
it’s worth it in the end because
once you get there, you can
move mountains.
“
Steve Jobs

94. Impact

95. The impact.
Retain and up-sell existing clients.
Protect and increase margins.
Increase lead-to-sale conversion rates. Reduce effort required.
Increase flow of high quality warm leads.
Improve recruitment and increase motivation.
Make easier work of business.
Open up to realise the full potential of the business.
More sweet spot customers.
Greater profitability.

96. You can now cut through the clutter, reach
anyone, anywhere and engage, educate,
excite and amaze.
Raise your expectations.
Arm your organisation with powerful comms. Reach and engage
your most lucrative prospects.
Speed your growth.

97. Ed Field // 087 699 7068 // +353 61 620 147 ext 203
edfield@maverick-intl.com // maverick-intl.com
There is a way.