BMC posed the question “Is B2B Marketing Boring?” to agency and client-side marketers from around the East Midlands

RIP ‘Corporate Video’

First up in the event’s cracking speaker line up was the ever-entertaining Neil Rostance, Partner and Head of Creative at Fat Free Media, a full service creative agency specializing in live action video and animation.

Having made over 2,000 films in his career as a filmmaker and ‘bus driver’, his passion for his work stands out when he talks about what he loves – telling compelling stories. Banning the phrases ‘Corporate video’ and ‘Corporate Communications’ from his agency some time ago, Neil believes that B2B has had a tough times over the years – although, after showing a comical selection of talking heads from the world of 1980s corporate videos, it was clear to see why!

Video killed the customer

Sadly, we haven’t left these style videos behind. Neil explained how B2B hasn’t fundamentally changed – the methods of storytelling are the same, there are just many more channels: “B2B marketing is littered with bias and assumptions. B2B marketers assume the world already cares that it is a good idea, then it bombs. It’s not that it is boring – it is that no-one cares. What holds back real human connection is trying to please their boss, peers but not their audience. The audience are humans and they want meaningful moments.”

Free your mind

Using a clever analogy about what your choice of seat on the bus says about how you want to be seen, Neil (the bus driver) went on to share different mind sets for visual marketing, including treating it like a first date and considering what you would put on your own TV channel for 24 hours. Pro tip: Don’t be a 24 hours news channels!

Be human, not boring

Neil wrapped up by saying “Successful B2B marketing content which captures attention needs to stop talking about what your business does. It needs to prove how much you love what you do and why in a human way. Everyone has a story to tell. B2B marketing is not boring, the bosses are boring. There is an expectation is that most of it will be dross, but it definitely doesn’t need to be.”
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B2B is more creative than B2C

Next up, a controversial lead in from Neil Berry, a B2B marketer with a decade of client and agency experience gathered at Capgemini, Fujistu and Affari Media, amongst others. His opening statement suggested that B2B marketing is naturally more creative that B2C, because sometimes it’s painful. Because you are limited by bosses, budget and having to sell the most boring crap. B2B is naturally more creative than B2C as you have to be more exciting.

Neil Berry presented the idea that B2B needed to have a heart and courage to have more impact and be less boring

From greyscale to colour

In a Wizard of Oz themed presentation, Neil discussed ideas, creativity, Account Based Marketing (ABM) and strategies for personalization of direct mail with wow factor.

The phrase “I just don’t have a creative brain” Neil suggested was an excuse and a myth.

He believes B2B has lots of great ideas but sometimes it is the content implementation that lets it down, adding that “If you are not evoking emotion in someone then you will not get the audience to feel anything – if you are not excited about it no-one else will be.”

For more on ‘Is B2B Boring?’ visit the BMC’s website. To read about previous events, check out ‘The Rise of the Humans – Are we experiencing purpose overload?”.

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Often asked, ‘How do you motivate yourself when you work at home?’, it’s honestly never been a problem. Until recently. Procrastination, fidgeting and feelings of isolation were beginning to creep in and, after celebrating a successful three years in business, it felt like time to refocus, think a bit bigger and ‘go to work’ again.

Literally and metaphorically, the old nursery space wasn’t big enough to build on. Clients and projects were getting bigger (and so was I due to lack of commuting!), the need for a meeting and collaboration space cropped up more frequently and also regular contact with like-minded people sounded like a good idea.

That’s why moving into shiny new coworking space Works Social this month is a milestone for Big Old House. As business has expanded beyond expectation and outgrown its back bedroom, it has its sights set on bigger things for the next few years. Not quite ready to move into a serviced office all of its own, Works Social offers the perfect solution.  With 24/7 access, high speed wifi, a dedicated desk with a secure locker and a ready made community of like-minded freelancers and small independent businesses wanting to create a relaxed, yet professional coworking community, it fits the bill very nicely.
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In just a few days it has already proved itself to be the right decision. Very happy that Big Old House has a big new home to grow.

Fancy popping in for a nosey round and a chat? Drop us a line.

The post Big new home for Big Old House appeared first on Big Old House.

At the first BMC of 2019, the East Midlands contingent gathered at Accelerate Places in Nottingham for an evening of good food, booze and lively discussion. The evening’s exchange was kicked off by OpenWrks head of marketing and event organiser David Coghlan, who opened with the question ‘are we experiencing purpose overload in marketing?’.

Dave’s enthusiastic intro referenced Bloom’s Brand Ladder and explored the notion of ‘What is the meaning of the brand in our life?’. Giving examples of the Pepsi’s brand disaster and Gillette’s recent attempt to join the #MeToo movement, heavily slated by Mark Ritson, Dave pointed out that both brands have tried to move up the brand ladder but  used a purpose at odds with their product and positioning and as a result lost customers.

Positive purpose

To keep things on a positive note, the one brand who seems to get hearts and minds right every time was praised. Nike. With the recent Colin Kaepernick campaign they nailed it by making a narrative that resonates with the core principles of their brand. It also spoke specifically to Nike’s target audience, so even while there was some outrage online with people burning Nike shoes, that was an acceptable risk with non-core customers and actually strengthened the relationship with their core audience, thus making complete commercial sense.
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Mark Saxby talks ‘humanising social media’ at East Midlands BMC

So, how can B2B marketers translate purpose and make it relevant in our marketing?

In a series of insightful presentations, brand and language strategist Ben Afia gave an educational and entertaining overview of how language reveals your truth, can unlock doors and make brands more human.  Mary Harmon  lead designer from OpenWrks shared design insights from start-up land and top tips for being human in design. To close the show, Mark Saxby, founder of Status Social rounded off with a warning about robotic social media and the pitfalls of posting for the sake of it.

Couldn’t make it to the event? Read the full write up to learn more about how not to communicate and adopting the language of the tribe.

Fancy coming along to the next BMC event? To join in the discussion about ‘Is B2B marketing boring?’ Sign up here.

The post The Rise of the Humans – Are we experiencing purpose overload? appeared first on Big Old House.