Posts Tagged ‘b-to-c’

BurrellesLuce Newsletter: Branding in 2011: 6 Tips to Help Optimize Your Efforts

Wednesday, March 23rd, 2011
Marketing Funnel resized

March 2011

People typically equate a company’s brand with the company’s logo. But a brand is much more than a stylized name: It is a primary symbol of an organization’s purpose, vision and values. Indeed, the act of branding represents a strategic endeavor that encompasses a range of corporate functions—marketing, public relations, and customer service, not the least, among them.

Branding also includes the way employees present their company to its various constituencies, whether intentionally through the communication of key messages or incidentally through everyday emails, social-media engagement and phone conversations.

Digital’s Impact on Branding

Before the advent of digital technology, buyers in both the business-to-consumer (B-to-C) and the business-to business (B-to-B) space would be open to receiving sales communications from a number of brand ambassadors. They may have been exposed to messages pushed to them from dozens of companies, clients, or products from which they could reduce the pool of realistic choices to those offerings that were closely aligned with their needs.

Marketing and other communications professionals relied on this traditional “funnel” approach, and reached out to their prospects and audiences at specific intervals in the selling cycle—most often at the point of “consideration.” The ball was essentially in the seller’s court.

Things are very different today. “Consumers in both the B-2-C and the B-2-B markets still want a clear brand promise and offerings they value. What has changed is when—at what touch points—they are most open to influence, and how you can interact with them at those points,” David C. Edelman states in this Harvard Business Review article. “In the past,” Edelman explains, “marketing strategies that put the lion’s share of resources into building brand awareness and then opening wallets at the point of purchase worked pretty well. But touch points have changed in both number and nature, requiring a major adjustment to realign marketers’ strategies and budgets with where consumers are actually spending their time.” He goes on to suggest that consumers are now most open to influence at the “evaluate” stage and not at the “consider” stage.

Read more about digital’s impact on branding and learn six tips to help optimize your branding efforts in this month’s BurrellesLuce newsletter.

Highlights from PRSA Travel & Tourism 2010: Tom Hoehn, Kodak Eastman, & Johna Burke, BurrellesLuce

Wednesday, June 9th, 2010

Transcript –

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and I’m here at the Travel and Tourism PRSA Conference with Tom.

Tom, will you please introduce yourself?

TOM HOEHN:  Sure thing, Johna.  I’m Tom Hoehn.  I’m director of interactive and web marketing at Eastman Kodak Company.

BURKE:  And, Tom, you just did a session on merging traditional and social media.  And Kodak is a very traditional company, but you all are having a lot of fun with your social media programs.  Can you just share with the group what one of your favorite campaigns was?

HOEHN:  Sure, sure.  It was–it was a great presentation.  By the way, I love this, doing this thing at PRSA.  It was fun, fun, fun.  And we do more than have fun at Kodak with social media, too.  There’s a lot of results that are being driven from this, as well.

As far as a favorite campaign, I guess I’d look at the whole body of work and say that we’ve been at this for almost four years now, starting with blogs and things like this, and we still look at blogs as the heart of our social media efforts.  Tweets, Facebook wall posts, everything else lead back to blog, where we can tell a richer and deeper story.  So in terms of campaigns, I could say that we’ve used that kind of tactic to have rich and deep content on the blogs for printer campaigns, camera campaigns both in the B-to-B world and the B-to-C world as well, to get the most out of say trade shows, all kinds of things.

BURKE:  Great.  Thank you so much.  And where can people find you on the web and in social media, Tom?

HOEHN:***(as spoken).

BURKE:  Excellent.  Thanks so much.

HOEHN:  Thank you.