The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
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Dave McQuaid VP Crea0ve & Digital VantagePoint Marke0ng
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When a serious B2B company with a whimsical name needed to change its marketing approach, it looked for a different way to tell its story. Henny Penny, one of the country’s largest manufacturers of foodservice equipment, asked VantagePoint Marketing to help make the financial case for its products. This quick-moving presentation will explore the creative and strategic process behind an integrated campaign that won top honors from BtoB Magazine and BMA Carolinas. The moral of the story? Marketing industrial B2B products doesn’t need to be boring to be effective.
Transcript of The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
Dave McQuaid VP Crea0ve & Digital VantagePoint Marke0ng
B2B 20 years
na+onal global
History.
Product benefits.
STRATEGY
Equa+on: Product benefits.
Math. Food.
+ – x = < >
“Where do we go from here?”
• Con0nue the story. • Explore! • Think money.
• Deal with peer pressure. • Find your own.
Failure!
136
Success!
In 6 months:
• 5000+ unique microsite visitors
• 3.5+ minutes average 0me on site
• Nearly 2500 visits from ads
• Over 60% of ad readers said they would take ac0on
• Distributor appointments because of kit
Success!
111%
Thank you!""about.me/vantagepoint"
