saatchi masius: how to engage businesses: treat them like people

A new way to engage businesses:

Treat them like people

Welcome to the Real

World

Welcome to the Real

World

There aren’t any poor products left

Global competition and regulation have killed them off

Great product performance and service are expected as a matter of course

Home Truth

#1

The leaders’ performance edge has never been smaller or held for a shorter period of time

Home Truth

#2

Empowered clients, lower cost of entry, economic pressures, complex supply chains and new online channels are changing the shape of markets around the world

Home Truth

#3

Commercial success means moving from transactions to relationships

Companies need longer-term emotional

connections with clients and intermediaries

THE CONSEQUENCE

“When dealing with (business) people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.”

LIFE BLEND

BYE, WORK LIFE BALANCE.

HELLO

Image | Nicko Leonardo Batista from Noun Project

75 Source | Samsung ‘The Amplified Individual’ Image | Milky – Digital innoVation from the Noun Project

of us do personal stuff at work, and vice versa

13.5Source | PSFK – the Nomad Class Debrief Image | Stall from the Noun Project

average time a day an employee spends interacting with work

48Source | PSFK – the Nomad Class Debrief

of executives are compelled to respond to work related emails during nights and weekends

Business Leisure

Source | Business Traveler Research – J C Deceaux

90% of senior executives have extended a work trip for pleasure

And it’s not just our time. It’s how we portray

ourselves online.

Work-Life overlap in

social media

PROFESSIONAL PERSONAL

THE NOMAD CLASS

Source | PSFK – the Nomad Class Debrief

This has given rise to a whole

new breed of people, who live

and work untethered by the

constructs of time and space

We are not business robots!

65% Of senior executives rely on gut instincts when forging business partnerships

Source | Fortune Knowledge Group

Where B2B marketers can get the balance wrong

Short and emotive (Engage)

Comprehensive and detailed (Reassure, explain, SELL)

Broad and interesting (Build credentials)

Customer Journey

Not enough time HERE

Too much time HERE

1. Interesting 2. Accessible 3. Useful

OUR MANTRA.

Be

We’ve dug out some examples to show great ways of being interesting, accessible and useful. Some are our clients, and some aren’t – either way we hope they help as thought starters for

tackling your business marketing issues.

interesting Be

Tap into passion

points

TELL ME SOMETHING I DON’T KNOW

Beautify the boring

RE-TWEET SOMETHING AMUSING

accessible Be

START A PUBLISHING PARTNERSHIP

Create a video library

41 rely on email more than they did a year ago

Source | Quartz Global Executive Study

78 of executives get

their news from an email newsletter

THE IMPORTANCE OF E-NEWSLETTERS

Start a crowdsourcing

forum

PROMOTE FACE TO FACE

useful Be

Live data feed

‘HOW TO’ GUIDES ON SLIDESHARE

Be mobile

Be mobile

CREATE A TAILORED NEWSFEED

1. Interesting 2. Accessible 3. Useful

SUMMARY.

Be

Rosie Duncan Activation Strategist @rosieleeduncan

FEEL FREE TO GET IN TOUCH

Derick Walker Strategic planning directory