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Unconventional Marketing for B2B
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Unconventional Marketing
Better, faster, smarter.
What’s Unconventional?
“During tough times, some people cry.”
What’s Unconventional?
“Others sell tissue paper.”
More brands have launched and thrived in the last 20 years than at any time in history.
Google founded 1988.Wikipedia founded 2001.Facebook founded 2003.
“Your targets are SMEs.”
<Visual: Use drawing 1.>
<Visual: with question mark appearing.>
“They want practical, sensible advice in 20 minutes.”
<Visual: See Drawing 2.>
<Visual: Drawing 3 - Words appear: Don’t get too “cheem”.>
<Visual: Insert face to Drawing 4 : “Make it light, simple and enjoyable”>
“First thing, Monday morning.”
<Visual: Drawing 5; Face, with blurb coming on: “Wake them up GENTLY>
<Visual: See Drawing 2.>
<Visual: Insert drawing 6, blurb: “Oh shit!”.>
<Visual: Drawing 5, face only.>
<Visual: Insert Drawing 7 - Words appear one by one each slide - ‘Light’, ‘Easy’, ‘Enjoyable’.>
<Visual: Insert Drawing 7 - Words appear one by one each slide - ‘Light’, ‘Easy’, ‘Enjoyable’.>
<Visual: Insert Drawing 7 - Words appear one by one each slide - ‘Light’, ‘Easy’, ‘Enjoyable’.>
<Visual: Drawing 8, Smiling face, lightbulb appears>
<Visual: Written words, ‘Marketing made easy, just like CRISP’>
<Visual: Written words, ‘Marketing made easy, just like CRISP’>
24
Copying,
Responsiveness,
Innovation,
Speed,
Partnership
C is for copying the big boys -
Don’t!
Never look the same, sound the same, feel the same.
Be ‘big’ in the mind where the big guys are ‘small’.
Add visual: Drawing 12 – Brain with ‘PAP’
Add visual: Drawing 12 – Brain with ‘PAP’
Add visual: Drawing 12 – Brain with ‘PAP’
Add visual: Drawing 12 – Brain with ‘PAP’
Unique Tell your ‘sell’, functional - USP.Show your ‘soul’, emotional - ESP.
R is for Responsiveness
Really listen, engage and build around your Customers
The Long-tail RevolutionFocus on your
Top 20%
The Long-tail RevolutionFocus on your
Top 20%
CRMMake lovers
out of friends(Loyalty, Promotion, Email, Mobile, Social etc)
Your customer is a
POWERFUL media-owner
Add visual: Drawing 14 – big man and small boy
Make use of
Make use of
SocialMedia
<Visual: One woman telling many>
<Visual: One woman telling many>
<Visual: One woman telling many>
<Visual: One woman telling many>
<Visual: One woman telling many>
<Visual: One woman telling many>
I is for Innovation
Innovation is being
Marketing First.Not necessary the best.
<Visual: Use Drawing 16, let it come up 3-2-1 placings>
<Visual: Use Drawing 16, let it come up 3-2-1 placings>
<Visual: Use Drawing 16, let it come up 3-2-1 placings>
<Visual: Use Drawing 16, let it come up 3-2-1 placings>
S is for Speed
A flatter structure means speed.
Use it.
Opportunist steals the market.
Fast WinsQuit at 70% Colin Powell’s “50-70” window of decision-making
Don’t be perfect; perfect it as you go.
Don’t be perfect; perfect it as you go.
Don’t be perfect; perfect it as you go.
Only God is perfect. And even then…
P is for Partnership
No brand is an island.
Find great partners Database. Bundling. SPRING. Expert Skills.
‘Halo’ Brand AllianceCollaboration works better than competition
Get into Branding
Get into Branding Who You Are. What You Own & Sell. How You Engage Customers.Who You Partner.
BRAND: Identity, Assets (you own), Customers, Partners
Singapore needs a few SME Winners
Goal: Turn SMEs into
Singapore needs a few SME Winners
Goal: Turn SMEs into
Winners
SMEs
NEWs
NEWs =
NewlyEmergingWinners
NEWs =
Invitation:DDB will work with two SMEs this year
CRISP anyone?