Entries Tagged as 'B2B marketing'

Great marketing and advertising quotes

Like good taste, marketing is difficult to define. But let’s define it by quoting or paraphrasing some of the masters of the art and science of marketing–which they generally used call advertising.

“Advertising is what you do when you can’t (afford to) go see somebody.”

Fairfax Cone, principal of Foote, Cone & Belding – 1963

“Advertising is salesmanship mass produced. No one would bother to use Advertising if he could talk to all his prospects face-to-face. But he can’t.”

Morris Hite, author of Adman: Morris Hite’s Methods for Winning the Ad Game- 1988

“Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force – an extension, if you will, of the merchant who cries aloud his wares.”

Rosser Reeves, Reality in Advertising – 1986

“Advertising is the foot on the accelerator, the hand on the throttle, the spur on the flank that keeps our economy surging forward.”

Robert W. Sarnoff, quoted in John P. Bradley, Leo F. Daniels & Thomas C. Jones, The International Dictionary of Thoughts – 1969

“Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.'”

– Leo Burnett, quoted in 100 LEO’s – 1995

“I do not regard advertising as entertainment or an art form, but as a medium of information.”

David Ogilvy, Ogilvy on Advertising – 1985

“If you can’t turn yourself into your customer, you probably shouldn’t be in the marketing writing business at all.”

Leo Burnett, quoted in 100 LEO’s – 1995

“The consumer isn’t a moron. She is your wife.”

David Ogilvy, Confessions of an Advertising Man – 1971

“There is no such thing as ‘soft sell’ and ‘hard sell.’ There is only ‘smart sell’ and ‘stupid sell.'”

Charles Browder (1958), president of BBDO, quoted in James B. Simpson, Contemporary Quotations – 1964

“The more facts you tell, the more you sell. An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.”

Dr. Charles Edwards, quoted in Leonard Safir and William Safire, Good Advice – 1982

“The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.”

– Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game – 1988

“To establish a favorable and well-defined brand personality with the consumer the (marketer) must be consistent. You can’t use a comic approach today and a scientist in a white jacket tomorrow without diffusing and damaging your brand personality.”

Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game – 1988

“Promise, large promise, is the soul of Advertising”

Samuel Johnson, English author – 1759

“Advertising in the final analysis should be news. If it is not news it is worthless.”

Adolph S. Ochs – 1958

“What you say in Advertising is more important than how you say it.” David Ogilvy

“The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are Advertising.”

David Ogilvy, Confessions of an Advertising Man – 1971

“I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn’t know what it meant myself.”

David Ogilvy, Confessions of an Advertising Man – 1971

“I think central to good writing of advertising, or anything else, is a person who has developed an understanding of people, an insight into them, a sympathy toward them. I think that that develops more sharply when the writer has not had an easy adjustment to living. So that they have themselves felt the need for understanding, the need for sympathy, and can therefore see that need in other people.”

George Gribbin, quoted in Denis Higgins, The Art of Writing Advertising: Conversations with Masters of the Craft – 1990

“I don’t know the rules of grammar. . . If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

David Ogilvy

“You must make the product interesting, not just make the ad different. And that’s what too many of the copywriters in the U.S. today don’t yet understand.”

– Rosser Reeves

“The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance.”

George P. Rowell, quoted in Advertiser’s Gazette – 1870

“There is no way for the American economic system to function without Advertising. There is no other way to communicate enough information about enough products to enough people with enough speed.”

John O’Toole, The Trouble with Advertising -1981

“We find that advertising works the way the grass grows. You can never see it, but every week you have to mow the lawn.”

Andy Tarshis, A.C. Nielsen Company, quoted in Martin Mayer, Whatever Happened to Madison Avenue? Advertising in the ’90s -1991

“Many a small thing has been made large by the right kind of advertising.”

Mark Twain, quoted in Edward F. Murphy, The Crown Treasury of Relevant Quotations -1978

“Advertising is Cyrano. He comes under your window and sings; people get used to it and ignore it. But if Roxane responds, there’s a relationship. We move the brand relationship up a notch. Advertising becomes a dialogue that becomes an invitation to a relationship.”

– Lester Wunderman, Young & Rubicam, quoted in Martin Mayer, Whatever Happened to Madison Avenue? Advertising in the ’90s – 1991

“Advertising is the king’s messenger in this day of economic democracy. All unknowing a new force has been let loose in the world. Those who understand it will have one of the keys to the future.”

Editorial, “Messenger to the King,” Collier’s – – 1930

“Advertising moves people toward goods; merchandising moves goods toward people.”

Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game – 1988

“Advertising says, ‘Buy me and you will overcome the anxieties I have just reminded you of.'”

Michael Schudson, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations – 1993

“Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people – and he won’t do very well in advertising.”

Leo Burnett, quoted in 100 LEO’s

“You see, advertising is a substitute for a salesperson, so it should be likeable. Who would buy from a salesperson who is rude, arrogant or insulting? People like to do business with people they like, therefore they respond to advertising created by people who like people.”

Jerry Goodis, Canadian ad executive, quoted in John Robert Colombo, The Dictionary of Canadian Quotations – 1991

“In American business today, with so many good companies offering bewilderingly similar products, Advertising has become perhaps the critical factor in the consumer’s decision of which one of those products to buy.

Skip Hollandsworth

“There’s no secret formula for advertising success, other than to learn everything you can about the product. Most products have some unique characteristic, and the really great Advertising comes right out of the product and says something about the product that no one else can say. Or at least no one else is saying.”

Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game – 1988

“There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good Advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.”

Fairfax Cone, of Foote Cone & Belding, quoted in John O’Toole, The Trouble with Advertising – 1981

“Effective marketing is really quite simple: Identify your destination (goals). Determine how best to get there (strategy). Get started (tactics). Measure your progress (reporting and analysis). Make course corrections as needed (continuous improvement).”

Mac McIntosh – 2004

 

Graphic design tips from one of our experts

This is another in an ongoing series of tips from experts in
B2B marketing
, B2B lead generation & B2B marketing automation.

Kim Getker

Meet Kim Getker, one of AcquireB2B’s graphic design experts. Kim designs marketing and campaign materials for our clients including emails, landing pages and other online and offline marketing materials such as “offer” content including white papers, how-to guides, checklists, case studies and presentations.

Here are Kim’s top three design tips:

  1. Looking good is only half the battle. If the graphics don’t support the message, no amount of cool design and eye-catching graphics are going to increase your revenues.
  2. Less is more. In an age where we are bombarded with information, it’s a good idea to leave some white space. Don’t crowd copy and design in. Give your targets some space to respond to your message, ask a question, or interact with your brand.
  3. Honor your brand. Hold true to your brand standards to make an impression on your targets. Over time, it imprints your brand on their minds… giving a tacit stamp of approval.

Worth considering:
Need help designing your B2B lead generation and lead nurturing campaigns and content? Consider putting AcquireB2B’s experts to work. Learn more here.

Readers, what are your tips regarding B2B marketing and content design?

 

Marketing Speaker Demo Video – Mac McIntosh

Normally I don’t directly promote my own services in this blog. I hope you don’t mind, but this time I’m making an exception. I promise to deliver more business-to-business marketing how-to information starting with my next blog post. Thanks. – Mac

speaking/training servicesWatch videoB2B marketing speaker and training services Do you need an engaging and effective marketing speaker for your next meeting or event? If so, please consider putting me to work.

Here is a quick 5-minute video designed to give you a feel for my presentation style, an understanding of the benefits you and your audience will receive from my sessions. It also includes some brief comments about my presentations from a couple of recent attendees. Please take a look and let me know what you think by posting a comment below. It will be much appreciated!

If you put me to work as a speaker at your next event, I will help your attendees take advantage of proven business-to-business marketing strategies and tactics–including the latest marketing 2.0 tactics–which they can use to drive more leads and sales and to get a better overall return on their marketing investments.

I am well-qualified to present on B2B marketing topics including sales lead generation, lead nurturing and lead qualification; database-driven direct marketing, including direct mail, e-mail and telemarketing; event marketing, including seminars, webinars, workshops and executive briefings; online marketing, including turning websites into lead generation machines and B2B Search Engine Optimization (SEO); and more.

Types of sessions I am qualified to present:

  • Keynotes
  • Breakout sessions (1 or 2 hours)
  • Half-day seminars and workshops
  • Full-day seminars and workshops
  • Multi-day seminars and workshops
  • Webinars or online seminars

If you’d like to learn more, please use my Speaking/Training Contact Form, call me directly at 1-800-944-5553 or +1-401-294-7730, or check out the speaking and training pages on my website, which include meeting planner testimonials and quotes from attendees.

 

A creative director’s take on marketing strategy and tactics

This is one of a series of occasional interviews with top practitioners on topics of interest to B2B marketing professionals. 

Lead generation is a top objective of B2B marketers. Yet when it comes to messaging, offers, and the tactics for generating those leads, marketers are not always as specific as their agencies need them to be.

Peter AltschulerPeter Altschuler is the Creative Director at AcquireB2B, an agency that specializes in generating, nurturing, and qualifying leads – transforming them from people who are “just looking” into prospects who are “ready to buy.” As creative director, Peter turns business and sales objectives into provocative, compelling, and highly focused lead generation campaigns.

Mac asked Peter about his approach to developing creative strategies and tactics for the agency’s clients, and what follows is taken from their discussion about the essential information that leads to creative brilliance.

Mac: Clients give us all sorts of input, right?

Peter: “All sorts” is a good way to describe it.

But it’s rarely in the form of a brief that you and I rely on to understand what a client expects from any given project.

But we can take their input to create a brief – which I think is vital – just so that we’re all working from a common set of parameters and expectations.

And we do that a lot. But from the creative end, which is your focus, what do you consider the bare essentials that clients have to provide to be sure they get what they want?

And what they need.

Right.

There are ten basic elements and, though they seem pretty straightforward, each one should be, as Einstein said, as simple as possible but not simpler. In other words, as the term “brief” implies, the information should be reduced to its most concise… and precise… form without leaving out anything that’s vital to know.

I want you to give me an example, but first tell me the ten basic elements.

O.K. Number one is the product and, in B2B, that may be the physical item or the core service, or it may include installation, upgrades, maintenance, consulting, training, and warranties. So the product has to be described very specifically.

Two is the objective, and the objective is never to sell more stuff.

I thought it kinda is.

Ultimately, sure, but getting to that point requires intermediate steps. Like increasing or establishing awareness in a particular industry vertical, generating qualified leads from companies of a certain size or location, attracting more visitors to a product offer page, persuading existing customers to purchase a complementary product or add-on, or using a discount to attract more prospects who are ready to buy.

Each of those seems to have two parts.

They do because, otherwise, they’re too generic. They’re simpler than possible, to go back to Einstein. Without the second part, there’s not enough focus. It would be like an ad for Coke that says, “It’s refreshing,” but doesn’t have an image that indicates who finds it refreshing – a family at the beach, for instance; describes how it’s refreshing, like poured over ice or drunk through a straw; or suggests when it’s refreshing by showing a guy wiping his brow as he takes a gulp.

Got it.

Number three is the audience, which makes the objective even more precise.

How so?

By clarifying exactly who you want to reach. If you’re selling office supplies in bulk, the office or purchasing manager is a better target than the head of finance, even if the message involves cost savings. That’s because the finance executive doesn’t buy supplies. He or she probably doesn’t even get them from the supply room. The executive’s assistant does that. But…

But?

But if you’re introducing a new product like, I don’t know… digital paper that transfers what you write into text in a software application, then you probably want to target the end user. If the user wants it, they’ll ask the office or purchasing manager to stock it – an item the manager would never consider buying if there wasn’t a demand from employees.

Makes sense. But how to do reach those users?

You’re a step ahead. That’s number four. The media. Once you know the audience, you have to pick the best way to reach it. That could be email, postal direct mail, digital or print ads in specific publications, video (which could be part of an email campaign), or billboards.

Billboards? For B2B?

Sure. Like between a convention venue and the main hotel to attract attendees to a tradeshow booth. Spot TV can do the same thing. Or maybe Apple wants to persuade public transit commuters to read the Times or the Post on iPads and uses busboards and subway posters.

But there are nuances.

Aren’t there always?

Yeah. If the medium is email, what other medium matters?

The device?

Yes! It’s essential to know where the email will be read – on a phone, tablet, laptop, desktop – so that the creative can be modified appropriately. There was an interesting study released in August of 2015 that showed that desktop views of email increased and mobile views decreased in B2B categories. But in fashion, a B2C category, the opposite happened.

So the media have secondary considerations just like objectives and audience.

What’s five?

The fifth essential is the primary message. What’s the one thing, more than anything else, that you want the audience to receive? Or let me rephrase that. What’s the one very specific thing that you want the audience to “get.”

I did a campaign years ago for a company that used a knowledge base, which is like a database on 3-D multi-media steroids. A database can hold alphanumeric data in tables. A knowledge base can incorporate audio, video, graphics, as well as text and numbers and store it in an unstructured repository. Don’t look so worried. That’s as technical as this gets.

Good.

To get across the point that databases were limited, the first ad showed a picture of Bo Diddley’s trademark cigar box guitar, and underneath it was the headline “Databases don’t know diddley.”

Clever. I like that.

And it worked great. The first two sentences of the very short body copy established the difference between data and knowledge bases, and the inquiries poured in.

The client, to be honest, thought the appeal was too narrow. They wanted to make a big, blue sky statement about the future of information management, but we pointed to examples from earlier campaigns that fell flat, and that I had nothing to do with, by the way…

Of course. I assumed that.

… and that helped us talk them out of it. What’s kind of interesting is that item six, a unique selling proposition or USP, was incorporated into that primary message.

Their USP was that their technology could store and retrieve any type of information – this was a few years before Google – and no one else could claim that at the time. But, even if someone could, it wouldn’t matter if my client claimed it first.

I’m not sure I follow.

There’s a classic story about a beer brand that gave a tour to its agency’s creative team, and the copywriter was fascinated by the process they used to sterilize bottles using steam. The writer wanted to focus on that as a differentiator, but the brewery said that everyone sterilized their bottles the same way. Didn’t matter, the copywriter said, because the brand’s customers didn’t know that bottles were sterilized or that it was a common practice. So the agency promoted the beer as cleaner and healthier because the bottles were sterilized, and sales went up.

But couldn’t every other brand make the same claim?

Yes, but if they were the second or third or fourth, they’d look guilty of me-too-ism and might be perceived as copying from the now higher profile brand, instead of coming up with something better of their own.

Understood.

From there, creatives need to know the benefits and then the corresponding features – items seven and eight. The benefits tend to be more important to the people who want a solution to a problem; the ones who want to know if it will be more efficient, cost-effective, durable, and so on.

Purchase initiators, short listers, recommenders, and decision makers would be in that group. For researchers, evaluators, and influencers – the people who want to know how it works, whether it will integrate with or replace other components, and so on – the features are probably more important.

For copy and art teams, though, both are important if they’re creating materials for all of those different individuals. The need to know what to say and what to show based on who’s expected to read, watch, or listen to the information.

The content?

Yeah, that’s the current catchall name for what used to be called collateral or sales aids or marketing literature, depending on your generation, and it’s all been used in B2B marketing and sales for more than a hundred years. It’s only since the Internet put buyers in charge of obtaining all that information, instead of having marketing and sales departments dole it out, that it’s now seen as something new. The media and formats are new, but the relevance and variety of the information – content – hasn’t changed much.

OK. Is there anything else? I think we’re only up to number eight.

Nine is competitive information. We need to know what other vendors are saying and doing to be sure that we don’t wind up with me-too-ism, that we don’t just do a better job of saying and doing the same thing as the other guys, and that we understand what the competition thinks is important to the market so that we can find an area they’re ignoring or aren’t tapping into very well. If we know all that, we can create something that stands apart and endures for as long as the market stays stable.

What do you mean by “stable”?

These days, new products and services appear much faster than they used to. They could be disruptive entrants that offer something entirely new or improvements to existing offerings or more aggressive pricing of those offerings. Or even new regulations from government that affect how a product can be used or if it can still be used at all. Government isn’t a competitor, but it can have a pretty big impact.

So the creative strategy should incorporate a plan B and, probably, C and D to anticipate potential what-if situations and be ready with an alternate approach that can be launched in close to real time.

Like real time marketing in B2C – the kind that responds to things like a blackout during the Super Bowl using Twitter.

That’s a great example, though B2B may not need to respond quite that fast. But B2B does use marketing automation to respond immediately in other ways like sending instant replies to website inquiries or email responses. And that kind of responsiveness itself can be a competitive advantage or part of a company’s brand USP.

And we’ve done that kind of thing for clients for years now. It’s a great way to motivate companies to create repositories of messages, offers, and content that can be distributed as soon as a response or inquiry is submitted.

Just as long as everything is coordinated in terms of style which, conveniently, is the tenth and final item on my list. If we don’t understand the look and sound and feel that conveys the brand’s or product’s character, we risk confusing the audience.

It’s hard to think of a B2B example that everyone’s familiar with, so I’ll cheat a little and use two B2C firms – T-Mobile and Apple. T-Mobile blares at you with bright magenta color schemes, attacks on competitors’ pricing and contracts, and outrageous and often profane statements from its CEO. Apple relies on visual minimalism using an abundance of white space, it acts as if it has no competition, and its public statements are either well-planned in advance or, under Tim Cook, very measured when the company has to respond to situations like the bending iPhone 6 Plus.

If we created an Apple campaign full of multi-colored backgrounds crammed with products and long blocks of text, the reactions from each Apple user on the planet would be massive. And if we did a T-Mobile campaign that veered toward Apple’s style, well… people might think that the CEO was sacked or that the company was sold to Cupertino.

Or the account was given to another agency.

That, too.

Peter, thanks so much for taking the time to elaborate on the ten essential elements of a productive marketing brief.

It was my pleasure.

Readers, join the conversation!

Please add your comments by clicking on the word “comments” in the line below the Share button.

 
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com