fuel international growth | ed field - maverick marketing
TRANSCRIPT
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Fuel international growth.How to use best-practice B2B branding, communications and marketing to open up new markets.
Enterprise Ireland
Digital Strategies for International Markets.
Crown Plaza, Dublin, 26th October 2017
Presenter:
Ed Field, Managing Director, Maverick ( www.Maverick-intl.com )
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In today’s digital world, how we research, select, evaluate and engage with providers has changed
dramatically - and continues to evolve.
Change
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You can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze.
Opportunity
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We all need to re-think and re-invent how we present ourselves, how we become known and how we stimulate engagement.
Right comms + Right marketing tactics = Unprecedented success
Action
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Hard to see the wood from the trees. And hard to take the time out to re-think and re-invent. Need strong, independent, external support.
It’s a big shift with many parts. To align and implement all takes a wide variety of expertise: planners, designers, copywriters, engineers, digital marketing specialists. Unlike the big guys, the SME rarely has the resources or expertise to orchestrate multiple providers, for them one end-to-end partner is a usually a better fit.
Embracing this change can be a challenge
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There is a way…
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Since 2005. Team of 13. See maverick-intl.com
Fuelling success for ambitious, internationally focused B2B companies and brands.
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MarketingCommunications
+Strategy. Positioning. Branding.
Copywriting. Photography. Video. Websites. Sales Presentations.
Content. ABM. Social. SEO. PPC. Email. Display. Landing Pages,
Marketing Automation.
A powerful combination that’s driving extraordinary success in the technology, industrial and professional services sectors.
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Audits
Communications Services.
Research Strategy Fundamentals
Planning
Value Propositions
Identities Copywriting Content Graphics
Websites Sales Materials
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Insight
Marketing Services.
Planning Content ABM
Social
Search
Sponsorships Display Sales Enablement Automation
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Revenue generating programmes30+ International B2B Clients
Professional Services
Centre of Project Management (UL)Target Sectors:Engineering, Pharma, BioTech. Construction, Healthcare, Gov.
Leading Edge GroupTarget Sectors:Healthcare, Medical,Pharma
University of Limerick MBA Target Sectors:Pharma, Medical, BioTech, Manufacturing, Finance, Energy,
Industrial
Carey GlassTarget Sectors:Architects, Glazing & Building Contractors.
FloorTechTarget Sectors:Pharma, Transport, Retail, Food & Beverage, Auto.
Safety StorageTarget Sectors:Pharma, Medical Devices, Energy, Construction, Food.
Technology
EmisoftTarget Sectors:Oil & Gas, Chemicals, Metals & Mining, Pharma, Biotech.
SolgariTarget Sectors:Healthcare, Fintech, Recruitment, Financial Services.
ECATTarget Sectors:Transport & Logistics, Retail, Facilities Management.
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MarketingCommunications
+Strategy. Positioning. Branding.
Copywriting. Photography. Video. Websites. Sales Presentations.
Content. ABM. Social. SEO. PPC. Email. Display. Landing Pages,
Marketing Automation.
A powerful combination that’s driving extraordinary success in the technology, industrial and professional services sectors.
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There is a way…
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Challenge & change
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The Challenge
Needing sharper tools to break new markets
Carey Glass
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Note: the text has been blurred on this shots.
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The Challenge
Internationalise
Emisoft
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The Challenge
After multiple acquisitions it was time to
unite all under one strong communications
umbrella and kick-start lead gen and cross sell
Enva
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The Challenge
Production orientation to marketing
orientation. From commodity to brand.
LSM
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A few more examples…
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Technology sector.
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Industrial Sector.
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Services Sector.
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There is a way…
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The Path to Transformation
See the way Insights from company, market, clients & competitors.
Define Foundations Purpose, Positioning, Proposition, Personality.
Plan Shaping a succinct communications development plan.
Implement
3 2 1
4 • Brand identity & visual style• Writing• Detailed specification for all
• Photography & videography • Design website etc.• Production of website etc.
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People first engage with ‘why’ you do what you do, not ‘what’ or ‘how’. A clear purpose, for an organisation or brand, underpins the development of effective communications.
Purpose
Phase 2 - Define Foundations
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Our purpose is to help smart, ambitious, internationally focused, B2B companies realise their full potential.
We do that by ensuring they have everything they need in terms of positioning, branding, communications and sustained marketing activities to realise their ambitions.
Maverick’s purpose.
Phase 2 - Define Foundations
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Phase 2 - Define Foundations
PositioningA lead attribute e.g. LSM: strong. Paycheck Plus: precise. Carey Glass: big.
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What is the company and its people like? How do they look? How do they sound? What type of personality will connect with your prospects and customers?
Personality
Phase 2 - Define Foundations
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Personality – Enva
Five key facets to our personality. Everything we do and say reflects this personality.
We look, sound and act;
• Professional – Capable, the people who will get the job done right - right people, right equipment, right approach, right partners, right documentation, right processing of waste.
• Helpful & Collaborative – Going the extra mile.
• Established - Solid/Sound. Experienced.
• Progressive – Innovative. Scientific.
• Environmentally aware – Innovations and operations which are making a significant contribution to environmental protection and reducing waste. We’re on the front line.
Phase 2 - Define Foundations
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Brand Identity & Visual Style
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Brand Identity & Visual Style
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PlanA complete, succinct communications development plan.
Phase 3 - Plan
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Implementation pointers
Engaging Copy – clear, relevant, true, human, digestible
Proof – testimonials, stats, case studies
Clear Next Steps – multiple options, make it easy
Consistency in message and design – across all touch points
Phase 4 - Implement
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Engaging Copy
Clear, relevant, true, human, digestible
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// Engaging Copy
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// Engaging Copy
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// Engaging Copy
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// Engaging Copy
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// Engaging Copy
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Proof
Testimonials, stats, case studies
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// Proof
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// Proof
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// Proof
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// Proof
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Clear Next Steps
Multiple options, make it easy
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// Clear Next Steps
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// Clear Next Steps
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// Clear Next Steps
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// Clear Next Steps
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Consistency in message and design
Across all touch points
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In all materials With the team
Website
Print materials
PDFs
Sales presentation
Proposal documents
Social media presence
Trade show stand
Signage in your premises
Vehicles
Packaging
All singing from the same hymn sheet.
Especially:
- Management
- Sales
- Service
Fully and consistently brought to life across all touch points
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The Path to Transformation
See the way Insights from company, market, clients & competitors.
Define Foundations Purpose, Positioning, Proposition, Personality.
Plan Shaping a succinct communications development plan.
Implement
3 2 1
4 • Brand identity & visual style• Writing• Detailed specification for all
• Photography & videography • Design website etc.• Production of website etc.
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Simplicity Wins
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Simplicity is the ultimate sophistication
“
Leonardo da Vinci
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Simple can be harder than complex: You have to work hard to get your thinking clean, to make it simple. But it’s worth it in the end because once you get there, you can move mountains.
“
Steve Jobs
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Impact
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The impact.
Retain and up-sell existing clients.
Protect and increase margins.
Increase lead-to-sale conversion rates. Reduce effort required.
Increase flow of high quality warm leads.
Improve recruitment and increase motivation.
Make easier work of business.
Open up to realise the full potential of the business.
More sweet spot customers.
Greater profitability.
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You can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze.
Raise your expectations.
Arm your organisation with powerful comms. Reach and engage your most lucrative prospects.
Speed your growth.
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Ed Field // 087 699 7068 // +353 61 620 147 ext 203
[email protected] // maverick-intl.com
There is a way.