The BMC kicked off the New Year with a group of Client Side Marketers sharing their secrets to 2017 success.
4 Speakers – 4 Awards
Peter Richards, Vice President of Marketing and Communications at Lloyds Register. Award: B2B Marketing Award for Best Digital Customer Experience.
Lloyds Register is an engineering consultancy that offers engineering advice and training on hazards to be aware of on an oilrig and operating a physical pipeline. The training is ordinarily delivered via Powerpoint and safety training within large organisations can sometimes be quite boring, so Peter’s team decided to explore the use of VR making training more interactive to further engage their students. With the strapline of ‘Working together for a safer world’, they created a VR interactive training simulator, which in turn created huge profits and fully booked training studios. The training simulator gave students the opportunity to put themselves within the oilrig environment giving them the ability to clearly identify hazards.
· Spend time with the Agency and build a relationship
· Create a clear and robust brief
· Engage the business in the brief
· Trust your Agency
Monami Bose, Associate Director at EY. Award: B2B Marketing Awards – 2017 Best B2B Internal Audience Campaign.
EY has to keep pace with the fast-changing financial services landscape. With this in mind, the firm’s EMEIA Financial Services Organization (FSO) refreshes its Market Leadership Plan every three years. Last autumn, the plan identified changes EMEIA FSO needed to address. These were categorised into seven priorities based on four themes: Talent, Go-to-market, Innovation, and Profitability.
A communications campaign was needed to:
• Bring the new priorities to life
• Convert priorities into people behaviours
• Stimulate and inspire while having an element of fun
• Develop the feeling of One EMEIA FSO
• Deliver an improvement in Global People Survey scores
13,000 employees and Partners in EMEIA FSO, across 15 markets (all within Europe)
Branding the priorities
They needed to explain what the priorities are, what they mean for each employee, and how they enable people across the organisation to help shape the business. To capture this, EY created a tangram – a perfect metaphor for the flexibility and adaptability required to ensure EMEIA FSO thrives as a business. The tangram has seven separate pieces, representing each priority. When combined they can form almost any shape, demonstrating that the priorities will help them to respond to any challenge ahead. So they invited employees to use their seven priorities to discover more, with the key campaign message of ‘Shape our future’.
The big launch
A campaign of this importance required a big kick-off, starting with a teaser campaign to create intrigue and impact – using ambient posters, e-postcards and plasma-screen displays which were placed around EY offices, inviting users to register for a Pan-European live broadcast from the Leadership Team. The broadcast was part of a series of ‘FSO Live’ events about our priorities.
Game-playing was introduced, allowing employees to get hands-on with the tangram and learn about the business priorities in an engaging way. Employees were also invited to unlock more on each priority, week by week, with educational information and video content introduced from ‘priority leaders’. The campaign was also seeded across virtual spaces such as Yammer (EY’s social media platform), which featured a section encouraging our people to discuss how they were ‘Shaping our Future’
Other deliverables included:
• Elevator pitch summarising key campaign message
• A series of FSO Live events that together showcase the new priorities
• A digital SharePoint hub hosting all the key materials/content which people access on the move
• Interactive booklet articulating the full story and key messages
• ‘Gamification’ and toolkits for partners and senior managers to use in team meetings
• A video series featuring EY priority leaders outlining the details behind each business priority
• FSO Together, a strategic magazine promoting our talent agenda through articles either recommended or written by our people
Outcome, including formal evaluation of results
‘Shape our Future’ ran from the start of 2017 and evolved into “The Next Step Forward” to reflect the actions they were asking employees to take. The various strands embedded their priorities and created a culture of inclusion and innovation that’s needed if people are to feel empowered to put their company priorities into action
· The thinking behind the idea is as important as the end result
· Involve employees
Brian Macreadie, Head of Brand and Campaigns Marketing at BLP. Award: The Best use of Content Marketing 2017.
Over to the guy that said, “Content Marketing hype was a crock of s**t”, (sorry Brian we won’t let that one slide).
The campaign aim was to create new leads in the financial services sector. They achieved almost ten-times their target number of in-person meetings, generated over 1500% ROI based upon booked revenues, and also saw the campaign featured in The Wall Street Journal.
Bank and Company Directors can find themselves personally responsible if financial regulations are not met – including the threat of criminal proceedings. BLP’s Lawyers address this issue and help companies to ensure they meet these regulations.
Brian’s team came up with a creative solution, a selection of bank heist style movies using the marketing team as their actors! The videos were shared on social and generated a massive amount of engagement and leads.
· Specify your target niche
· Start with the end goal and work backwards
· LinkedIn was a fantastic platform and sponsored updates saw high engagement.
Dave Stevens, Head of Marketing at British Land. Award: 2017 Property Marketing Award.
To market a property usually begins with a brochure, online content and a marketing suite. So Dave’s team decided to do something a little different and to build a marketing program based on a strategy asking the question:
What is it that they would like people to think?
It was very much a case of researching and they found that happiness was the foundation of a piece of research and they really wanted to explore and steer away from the usual in terms of marketing.
Their strategy was that all of their marketing would be about promoting happiness and in turn drive productivity.
One of the striking things about Paddington Central is that it runs along a canal. So instead of having another standard marketing suite they decided to buy a boat, this was not only a learning curve but also literally became a balancing act!
This was such an innovative way to present content around Paddington and also allowed you a view of the space itself. The idea created an experience and it saw more usage than any other marketing suite, increasing the number of Agent presentations and leases.
· Create an experience!
Our Client Club New Year Marketing Resolutions:
· Be more creative
· Read more
· Be brave
· Keep learning
· Think bigger and bolder
· Understand the brief
· Don’t over complicate – Simple messages sell!
If you’d like to come along to the next Client Club or BMC event in your region, head over to our events page to register and find out more.
Claire Sherriff – Freelance Marketing and Design Consultant