Getting B2B results: John Deere, DM & WOM
The Ultimate Skid Steer Smackdown: a DM campaign for John Deere by GyroHSR
When John Deere wanted to move into a new category of earth-movers, GyroHSR conceived a campaign centred around head-to-head contests between JD and the competition. The following article looks at how the campaign evolved and the results it delivered.
Since its launch in April [...]
Re-positioning B2B brands: a quick case study
The leopard cannot change its spots
In other words, basic characteristics cannot be altered.
Oh, yes they can…
The spots on these ‘leopards’ were changed to fingerprints as part of brand re-positioning for clients demonstrating biometric-based access control solutions at Europe’s biggest corporate security show in 2006.
This was just part of a campaign to influence market perceptions [...]
The WOMsta monsta
Social media and B2B. Hitting the bottom line?
Referring to social media in a post on PR & B2B, I used the example of John Deere’s ‘Ultimate SkidSteer Smackdown’ and the comments it’s attracting on YouTube – people are swapping product-opinions based on their experiences of using earthmovers.
But will this positively influence John Deere’s sales or [...]
PR and B2B. The perfect couple
Cultivating communications is no job a public-relations agency can do for a company.
This emphatic little gem comes from Regis McKenna in his book ‘Relationship Marketing’. Published in ’92, it’s about how to ‘Own the market through strategic customer relationships’ and is still seen as one of the books on the ‘customer-is-king’ topic.
Well, I think he’s [...]
