Engaging with SMEs across the UK

Nectar Business and its coalition partners wanted to raise its emotional connection within the SME community. A high profile nationwide campaign was required to make SMEs feel like Nectar is on their side, acting as a secret weapon that will reward their business expenditure.

The ‘Festival of Points’ campaign strategy was able to drive top level awareness, raising the profile of Nectar Business and the partner brands, and then go beyond this by creating rewarding customer experiences with high levels of engagement across channels, including:

– Newspaper print adverts
– Paid and organic social
– Emails
– Campaign landing page
– PPC and display banners

At the heart of the campaign was an interactive points competition, boosting engagement. The competition creative used a combination of quirky imagery and animation to represent each partner brand, delivering high levels of fun, engagement and personalised rewards.

The winning mix of campaign strategy, great content execution, targeted media and cross-channel orchestration resulted in better results than ever before:

• Over 45K leads from campaign landing page
• 12.7K competition entries from social media
• Huge spikes in positive brand sentiment

Lights, camera, action: Live streaming at Ignite 2018

by Lotte Wilkinson

For the second year running, we were delighted to be the official live streaming partner of the world’s largest growth marketing event, Ignite 2018 hosted by B2B Marketing. And this year we went bigger and better!

Production…

Our carefully planned production schedule and broadcast studio were geared up to stream event highlights and exclusive content live from the 1-day event. This included opening and closing keynotes, a session on industry hot-topic: customer experience, and interviews with highly-respected B2B gurus, presenters and exhibitors – from the likes of LinkedIn, Salesforce and Marketo.

Top quality broadcasts with high production values, were achieved by our on-site team which consisted of a presenter, producer/art director, camera crew of two, a sound engineer, production assistant and social media specialist. Notice: multiple camera angles, audio quality, on-screen branding and captions, professional-standard interviews etc.

Highlights…

Opening keynote on behavioural science in B2B marketing from Rory Sutherland, Ogilvy Group UK:

The Crocodile’s MD Jason Talbot talking CXy Marketing:

Watch all videos from the day here: www.facebook.com/marketingB2B.

Impact…

In total we produced 13 live videos, which resulted in:

  • 17,000 individuals reached / online event ‘attendees’
  • 1,577 post engagements (an 18% increase on last year)
  • A strong 10% organic engagement rate
  • 24% increase in video views versus last year

The day was a challenge – as all live streaming is – but one we relish with our well-oiled production machine. The team is proud of the huge success of this year’s broadcasting, and pleased to have the opportunity to push ourselves to exceed last year’s efforts in terms of approach and technical skills.

Want to talk about how live streaming can support your campaign or event? Get in touch.

CXy Series. Part 1 – Why B2B Marketers should give a XXXX

By Jason Talbot, Managing Director

As marketers, we can get so caught up in strategy, that we forget the most important part of the process: our customers and their experience with our brand.

Speaking in the Customer Experience (CX) stream at Ignite 2018 this week, I urged B2B marketers to keep CX front of mind and to be prepared to lead the conversation with their CEOs going forward.

Much has been written about CX and when I speak to people it’s clear many see it as another lofty abstract idea or soundbite from the jargon list of marketing. I’m of the opinion it’s a big deal that’ll have positive, far reaching consequences for our profession.

And apparently I’m not alone in this opinion:

Today’s reality is that customers conduct a referendum on your brand every day. That’s across every aspect of the business, across every touchpoint. They’re not thinking in channels or departments, all they care about is the overall experience and how you make them feel.

I don’t subscribe that these expectations are exclusive to B2C – of course they apply to B2B marketing. B2B or B2C, when we start looking at the world through the lens of CX, customer expectations are set by the daily exposure ‘people’ have to – well, everything!

And the forward-thinking companies have not only realised it but they are tapping into it. They’re chucking outdated product or silo-led strategies and are pivoting to customer-led strategies. This train has already left the station, don’t get left behind.

I’ll also wager over the coming months/year the CEO party line will continue to shift from “digital transformation” to “customer experience”. It seems to be the natural progression from a more operational led statement to a benefit and growth-based statement. As marketers it’s definitely time for us to challenge our perspective on things.

Peter Drucker, called the ‘father of business consulting’, and in my mind a marketing rockstar had high expectations for the industry. I LOVE THIS QUOTE. He’s telling us to stop managing channels and platforms and realise our true value – making happy customers.

This couldn’t be more relevant right now. We’re in a world where customers have never been more sceptical about brands, about big business and are even paying to ignore digital marketing!

As marketers we should all be in the business of building trust, relevance and stronger customer relationships. The customer experience agenda should matter to us as B2B marketers, because CX is a business strategy that can place marketing right back at the heart of business. Let’s make Drucker happy, by making our customers happy. It’s what he would want.

 

Article 2: No BS Fundamentals