Who says B2B clients will not jump on your digital marketing campaign bandwagon? These award winning digital marketing campaigns for the usually hesitant Business-to business, prove otherwise.
By Hando Sinisalu,
Best Marketing International
Digital marketing, especially social media and mobile, is often considered to be the discipline for consumer marketing. Business to business companies are usually hesitant to jump on the digital media bandwagon.
Here are three great examples of B2B social media marketing, from different business sectors. They have all won prestigious digital marketing awards and have demonstrated excellent business results.
(Winner of NMA Digital Effectiveness Award, best mobile campaign, UK)
The client, Premier Inn is UK's and Ireland's biggest and fastest growing hotel company. The client noticed they were receiving approx 250,000 hits a month to their website from mobile devices, but only about a thousand of these converted into actual bookings. Customers were struggling to navigate the non-mobile optimised Website from their smart-phones. Premier Inn has wide range of customers who use different kind of mobile phones.
The objective was to make this service available to anyone and everyone with a smartphone, and overall to drive additional revenue.
The Solution was an app that the customers could download via a single link, which appears on the Premier Inn Website. Users' handset (Android, iPhone, Balckberry, Windows) will be automatically detected and the right app for their phone will be downloaded.
Within three months since the launch, approx 50% of the company's same-day bookings were coming via the mobile application. During six months there were well over 1 million downloads generating an average of £2m a month for the hotel chain. "We recognised that there are a variety of platforms in the market, with Android growing fast and Blackberry's strong business audience, so it was key that our app should support all leading smartphone types,” said Steve Conway, Head of Marketing, Premier Inn.
- Mobile is a great way to get new business – not just get the same customers via different channel
- For business customers, Blackberry is still the favourite platform. Blackberry customers were the most profitable for Premier Inn.
(Winner of NMA Digital Effectiveness Award, best B2B campaign, UK)
The brief was to raise the profile of Bing search engine within large digital media agencies in UK and show its true potential as an advertising platform (PPC) . The market is dominated by Google and Bing was not even on the radar of media agencies.
To tackle this B2B challenge, the starting point was to highlight key features of the search experience in a fun and engaging way.
Over 7,400 employees from 100 British agencies were targeted with email campaign inviting them to take part of Bing ‘Bling' contest, allowing contestants to win ‘Bling' prizes, such as notebooks covered with Swarowsky crystals Each weekly question on campaign website was narrated by a funny animal character created for this campaign: Peaches – the grumpy dog living in a designer bag.
"We were talking to hard-nosed media planners and we needed to create a campaign that had real cut- through. The dog came from the idea that media people are quite cynical and our dog was also "with attitude”, so media planners could relate to such character”, commented David Harris, Executive Creative Director of Wunderman.
In total resulting 30 media groups to take part of the competition. The campaign generated 693 product trials. Overall, 50% of involved media planners were more likely to recommend Bing to their clients. "This competition was not only a great way to explore some less obvious features of Bing and their implications for agencies, but was also great fun”, said Stacy Oakley, Online Account Director at Atom42, the agency that won the competition.
- Gamification and contests work well in B2B marketing, if done properly;
- Use relevant style and tone of voice (media planners could identify with Peaches the dog)
- Brits love "funny animals" in advertising
During the six months there were well over 1 million downloads generating an average of £2m a month for the hotel chain.
The campaign generated 693 product trials. Overall, 50% of involved media planners were more likely to recommend Bing to their Clients
L'Oreal Facebook ProgramME
(Winner of Forrester Research Groundswell awards, USA) The Salon Facebook Program is an innovative and breakthrough digital project developed by the L'Oreal Professional Products division that allows the brands and their salons to partner in a marketing effort using the power of social media.
As salons struggle to drive more business in a weak economy, the program enables salons to market themselves to existing and potential clients using special Facebook platform provided by L'Oreal. More than 4,000 salons now have the ability to launch dynamic content on their official Facebook Page without the need to learn any technical aspects of Facebook. Features that salons can launch include how-to videos, an appointment-booking engine and information on L'Oreal products.
Through this nationwide salon program, L'Oreal aimed to increase awareness and sales of their products at national salons, as well as create a more efficient platform for all of their affiliated salons. By the end of 2011, the combined salon participation exceeded 6,000 salons reaching approximately 1.7 million clients.
Cost for reaching target audience (CPM) was significantly lower than cost of advertising in professional magazines, the usual vehicle for L'Oréal partner campaigns.
Additionally, L'Oréal USA was able to gain access and insights about their salons and customers.
- Social media is excellent tool for developing B2B partner relations.
- Social media offers better ROI than B2B magazine advertising.
More than 4,000 salons now have the ability to launch dynamic content on their official Facebook
The coming Malaysian Media Conference (MMC) 2012 is themed as 'Digital Disclosures'. MMC will attempt to unravel the issues in terms of understanding the new connected user, optimisation of current working processes (role of technology), managing client expectations and Big Data through these exciting times ahead. The Malaysian Media Conference will frame this scenario and the way forward for all thinking media practitioners... Email
to register your participation!
||April 2, 2012 (Monday)|
||8.30am – 6.00pm|
||Sime Darby Convention Centre, Bukit Kiara, KL.|