Target Groups: Business-to-business

 

This paper outlines the characteristics of business-to business advertising as compared and contrasted with consumer marketing. The author emphasises the complexity of defining and reaching target a ...

1999-2000 campaign for Scotiabank, hitherto the lowest spender among the `big six'. Need to build a brand personality (a more `human face') and re-establish links with consumers. Campaign focused on f ...

The primary objective of this small company operating in the organic grocery sector was to differentiate itself from other organic companies and develop a profile that would open doors to grocery buye ...

This is a description of how a new company in the recruitment sector was successfully launched into a highly competitive market place. It involved changing the name of the company and differentiating ...

This paper studies the successful positioning of a Clubman train service between Birmingham and London. It describes how it was transformed from a poorly perceived service to one of success. Within a ...

This case study is set against Granada's purchase of 45% of Ireland's TV3, consequently Coronation Street left RTE the Republic of Ireland station which had enjoyed the major share of viewing. The dis ...

The paper outlines a campaign aimed at improving perceptions of and attitudes towards Manchester and to unite the various organisations set up to promote the city in marketing or financial terms. The ...

The author, who founded Captivate Network Inc, describes how to reach business professionals via elevator advertising. His company has installed flat-panel, high-resolution screens in over 3600 eleva ...

The author argues that too many business decisions (especially in a recession) are intuitive. He sees the need for counterintuitive thinking based on sound targeting, better market research, and usin ...

Campaign for Business Pages, a business-to-business phone directory. Objective: to get a boring product noticed by creating some emotional links. Media used: personalised phone books and the Metro fre ...

The marketing challenge of this study was to create awareness that IBM was not just a technological conglomerate but a leading software company. TV was the only medium used including heavy prime time ...

Using the metaphor 'herding cats' which had come to describe hopelessly impossible technology feats, EDS restaged and reintroduced itself to the world during Super Bowl XXXIV. 'Cat Herders' brilliant ...

This article describes an initiative by three US (business to business) media organisations to develop a standardised online registration form that is acceptable to business users, media providers and ...

Air France has decided to announce its new ambitions, positioning itself as 'a company in perpetual movement' whose efforts and efficiency are entirely focused on the client.

The advertising objective was to shift the position from conservative insurance supplier to an innovative business consultant.

Using e-business as a core theme, IBM rejuvenated its brand image and built business with EMEA.

The campaign, 1998-2000, to inform people of the new changes in telephone number codes (including the 020 numbers in London), to convince of the need for this, and to prompt the required behaviour cha ...

1994-1998 Norwegian campaign for Yellow Pages (Telenor Media). Objective was to improve awareness, knowledge and perceptions of Yellow Pages among advertisers, users and employees. Advertisers had to ...

1998-1999 campaign for Bowmore Islay Single Malt Whisky. Bowmore had succeeded in establishing the brand, and had to maintain / increase distribution in multiples (which account for 64% of malt volume ...

Describes brand-building campaign for Star Alliance, a new kind of travel network in which 15 partner airlines work together, launched in 1997. Objective: to create awareness and preference for Star a ...

Scoot.com is a directory, analogous to (and competing with) Yellow Pages but electronic, launched 1997. Key features are: works by internet or phone, national coverage, finds solution nearest to you, ...

Discusses integrated communications in the context of business-to-business marketing (B2B). Integration has always been at the heart of B2B, and goes well beyond media and communication. The article e ...

In 1997, Richmond, Virginia had the second highest per capita homicide rate in the US. To reverse the increase in gun violence the US Attorney's Office developed Project Exile, whereby criminals convi ...

All marketing and opinion research carried out on the Internet must conform to the rules and spirit of the main ICC/ESOMAR International Code of Marketing and Social Research Practice and also to Data ...

Campaign in 1999 by OgilvyOne and Mindshare for the IBM website e-business News. Development of the concept described: the use of independent experts to present and discuss e-business. Right media env ...

Argues that, instead of trying to measure returns on communication investment (since we are still not agreed how), it would be better to measure 'what customers or prospects return to the firm in cash ...

Discusses the problems of research in business-to-business markets. Seven challenges are discussed: 1) encouraging participation in surveys; 2) actionable segmentation; 3) establishing what really mak ...

Describes how Neuro-Linguistic Programming (NLP) can help target business marketing communications. NLP theory is that 'the way people speak and the words they use reveal more about them than they rea ...

The business brand is increasingly important for business marketing. This article describes how to plan and build a business brand strategy, using the `zero-based' planning system of IAS Marketing and ...

Discusses advertising on taxi cabs: who uses it and why, the audience (75% ABC1 in London), the nature of the medium. Creativity, size and placing issues (some examples quoted). Campaigns using 1,000 ...