What is B2B advertising notorious for? Print advertising and trade shows. Lots of information, uncreative messaging, unimaginative layouts, and rational appeals. Just plain boring, boring, boring. You know what I’m talking about. It’s everything that consumer-facing advertising is not.
But it doesn’t have to be that way. Case in point:
Manheim is the world’s largest provider of vehicle remarketing services. They have set the standard for establishing a reliable environment for buyi ng and selling vehicles at auctions and online. Their primary target: car dealers. Like other companies, Manheim has traditionally reached car dealers via trade shows and trade pubs.
Guess what? Times have changed. Customers in the digital age expect dynamic and engaging communications, whether that target is a college student, a soccer mom, or a car dealer. Not surprisingly, eMarketer predicts a very strong resurgence in online media. Manheim is on top of this trend and has begun to shift the way they deliver their message.
The Web site provides dealers the opportunity to engage the brand: see and hear individual buyer and seller videos, download white papers, access other valuable resources, view instructional videos, check out upcoming events, vote in a dealer survey, and, of course, access Manheim’s online transactional tools. Short versions of the videos will also run in news pre-roll and online flash banners across a variety of Web sites, including www.autonews.com, www.automotivedigest.com, www.autoremarketing.com. Additional promotional elements, such as e-blasts, in-lane auction elements, and print, extend the presence and also drive dealers to the Web site.
But the new world of B2B marketing doesn’t stop there. It must also be accountable. Kilgannon will measure the effectiveness of the campaign via a Scorecard focused on a wide range of perceptual and engagement metrics, from readership studies and customized brand research to site traffic and video views.
If you’re still thinking that B2B is boring, be brash and think again.
— Gary Sayers, VP, Account Director