Recently, I sat down with Lois Brayfield, CEO of J.Schmid, to chat about challenges and opportunities around brand position across channels. During this conversation, she mentioned the phrase, “Print is the New Digital Champion” and how they are using this in their client conversations. That discussion and Brent Niemuth’s video resonated with me so much that I asked to use it for this article. (She said YES by the way!) Digital overload is perhaps the biggest challenge facing modern retailers along with combating an ever-shrinking consumer attention span. It would be simple to view this as a contemporary technology battle. The truth is, we aren’t so much as competing against technology and diminishing attention spans as we are against brands using technology better than we are! Since print is part of the technology discussion, I’ll say it like this: #printisthenewdigitalchampion.
When we first think of brand campaigns, what immediately comes to mind are all the greats. You know the ones. Got Milk. Just Do It. But there have been some great B2B campaigns, too. Remember Staples’ That Was Easy? So simple it was brilliant. It tied Staples directly to the solution, and everyone from CEOs to summer interns had one on their desk. B2B marketers can and should consider campaigns as powerful tools in their arsenal. If done well, they build brand awareness; they can galvanize all your marketing channels around a specific hook, idea and goal; and provide the steady drumbeat of a consistent message to the right audience. To that end, the building blocks of a successful B2B campaign follow the same tenets as a B2C campaign. But there are some considerations to keep in mind when developing a campaign for a business audience.
learn more at: https://www.jschmid.com/blog/campaign-building-blocks-b2b-success/