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Dear [contact-First_Name],
Business-to-Business (B2B) Marketing and
Communications is an integral part of the
marketing mix. Kaleidoscope believes that
the B2B2C (Business-to-Business-to-Consumer)
triangle is a powerful business model for
any company. As always, we invite your
comments and to visit our website for past
Scoop issues or to browse our company
profile. Visit us at
KaleidoscopeResults.com
today!
What about B2B?
B2B is an aspect of marketing that is based
on the needs of the client or intermediary
and not solely on the wants of the end user
or consumer. B2B tends to be more technical
and definitely more sophisticated, driven by
the requirements to educate the intermediary
through solution-based initiatives. As with
all marketing, it is critical that the
message is strongly linked to the core value
proposition, becoming the vital link between
a company’s product and the end user or
consumer. B2B marketing is often supported
by B2C marketing – connecting the consumer
to the intermediary. Ultimately the consumer
receives the marketing message at a
corporate level as well as through its
extended sales force.
B2B marketing is in the growing stages with
marketing strategies mirroring business
goals and successes through ROI. It has been
predicted that B2B marketers will focus on a
more tactical approach to marketing and
encourage corporate growth as a result.
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The B2B (Business-to-Business)
industry
is gaining a popular reputation
within the marketing and online
world. New Media
is attracting the financial markets
with
B2B business dominating that sector:
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16% of Canadian
companies have
a clear B2B strategy
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Most B2B
companies tend to use
small-midsize marketing agencies
for their advertising campaigns
and projects
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B2B sales have
been a driving force of the
Internet economy accounting for
nearly 90% of all e-commerce
activity in North America
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73% of Canadian
online B2B financial newsletters
were opened
by business professionals in
2005
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92% of Canada’s
B2B revenue occurred primarily
in Ontario
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One of the strengths that Yvette and Kate
bring to the table is the ability to see
things from multiple points of view. This is
evident in the ratings of the Good, the Bad
and the Ugly!
Kate and Yvette use the following system to
rate current marketing campaigns….
The Good – something to be proud of.
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively
rancid!
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Campaign:
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Microsoft Ad Campaign, “People
Ready” -
B2B2C Campaign |
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Venue: |
National Television |
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Date:
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The Campaign:
Microsoft’s “People
Ready” campaign was a $500 million global
sales and advertising effort for both new
and upgraded products and software
including, Vista, Microsoft Office 2007,
Office Communicator Mobile, and Microsoft
Exchange 12, focusing on empowering business
users and individuals. Microsoft hit the
consumer market with this B2B message
through a variety of media.
Kate’s
Rating: GOOD. Yvette’s Rating: GOOD.
[
Read their critiques
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DealerAccess – current ad series / campaign
Challenge:
DealerAccess is an online portal that connects
automotive dealers with lenders. It enables dealers
to submit applications online to multiple lenders,
capture leads online and pull credit reports.
DealerAccess was interested in capturing market
share from its competitors and promoting their
solution to the automotive marketplace. Their
current ads did not have strong brand consistently
and did not stand out in the publications.
Typically, ads in the automotive trade publications
used images of cars, car parts, roads and other
vehicle-related imagery. DealerAccess had many ads
previous to Kaleidoscope’s campaign that fit into
this category, and blended in with the rest of the
auto industry advertising.
more >> |
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DealerAccess has enjoyed a strong
relationship with Kaleidoscope for almost 2
years – the majority of it as our
Agency-of-Record. I consider them to be a
valuable strategic marketing partner that
has driven us to promote our business in new
ways. They took the time to fully understand
our industry and the unique challenges of
marketing to the automotive industry. In
addition, Kaleidoscope understands the
financial services component of our business
and the relationships we have with both
prime and sub-prime lenders. Working with
our senior management team, they helped
develop all of our promotional materials,
including two major contests per year, sales
support materials, press releases, web
updates and new product launches. They have
worked on the re-branding as DealerAccess
became part of DealerTrack – one of the
largest automotive portals in the U.S. I
would strongly recommend Kaleidoscope to be
part of any B2B strategic marketing team.
David Trinder
President – DealerTrack Aftermarket Services
Inc
President & CEO – DealerAccess Canada Inc
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