Thinking Beyond Print: Communicating News in Today’s B2B Media Environment

Brian Hall
April 27th, 2009

Last month, Industrial Equipment News joined the ever-growing list of traditional trade media outlets that are either printing fewer issues or closing their doors altogether. While the space available in traditional print media outlets continues to decline, the need to communicate key messages to our target audiences in a highly credible manner has never been greater.

 

Here are three simple tips for communicating news in this ever-evolving media environment:

 

  • Targeted Trumps Mass: Today, coverage by an influential blog or e-newsletter can often drive greater business value than mentions in traditional news outlets that reach millions. B2B PR pros must understand which — and forge strong relationships with — traditional and online media outlets their audiences trust most. Success should be measured in terms of audience impact and content, not clip totals or circulation numbers.
  • Broader Media Partnerships: Many trade media outlets offer educational web seminars, podcasts, online videos, downloadable white papers and other digital tools that allow B2B marketers to communicate news and information directly with their target audience. Active involvement by the editors provides credibility; promotion by the media outlet drives awareness; and the interactive elements provide sales leads along with contact information and intelligence about each individual participant (which they provided during registration, online polls, Q&A and exit surveys).
  • Juiced-Up News Releases: Adding multimedia content, hyperlinks, social media sharing buttons and other digital elements to your news releases delivers two benefits: it ensures all media outlets — including bloggers and other online media — receive your news in a manner they can easily share with their readers, and it turns your news release into a powerful search engine marketing tool that is more likely to be seen by your target audience.

Whether your audience is influenced more by a traditional media outlet, an industry podcaster or Google, being savvy about the various ways to communicate news will ensure you continue to generate the combination of credibility and awareness that only PR can deliver.

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Wind Energy: Balanced Communication to All Stakeholders Can Help Turn Promise into Reality

Brian Hall
April 20th, 2009

As thousands of wind energy professionals descend upon Chicago for WINDPOWER 2009 in May, the industry finds itself at a critical juncture.

 

In many respects, excitement about wind energy has never been greater. According to the American Wind Energy Association(AWEA), wind power capacity in the U.S. has grown by an average of 32 percent each year for the past five years. A total of 8,358 MW of wind generation — about 42 percent of the entire U.S. generating capacity — was added in 2008 alone. That’s enough, according to AWEA, to power more than 2 million American households annually.

 

In addition, the new U.S. economic stimulus package promises a number of provisions to encourage the development of wind energy. By some estimates as much as $90 billion will be used for renewable energy projects.

 

Yet dramatic recent drops in oil and natural gas prices, a tight credit market and continued uncertainty about exactly how the economic stimulus funds will be distributed has put many major projects on hold. Even billionaire T. Boone Pickens — whose Pickens Plan calls for the country to use wind to generate 20 percent of its electricity — has delayed his massive Texas wind project, citing a drop in natural gas prices and the tightening credit market.

In addition, there are still technological hurdles to making wind a mainstream energy source. Of vital importance, the current electrical grid does not allow for the effective capture and transmission of wind energy.

 

So, the wind industry is at that critical juncture where an inability to outperform promising press releases can create skepticism and erode credibility.  In turn, this credibility gap can create fewer investments and less enthusiastic legislative support that slows progress to glacial pace.

No matter what part of the wind energy supply chain they are in, B2B communicators must remember that they are not only promoting their specific products or company — they are also working together to build a marketplace that requires support from a variety of hype-weary constituencies. To succeed, they must communicate an optimistic yet balanced and complete story about wind energy to:

  • Government officials who can help create a favorable regulatory environment and funnel stimulus funds to right places;

  • Investors who provide necessary financial support for major projects;

  • The public, which can provide the “license to operate” in their communities as well as an eager workforce;

  • Other public and private sector partners that can develop solutions to overcome the technological challenges that still exist.

As B2B communicators, it’s easy for us to get caught up in our own “latest and greatest” technologies and communications targeting our immediate customers. But even the most advanced wind technology won’t create business value if projects don’t get funding, energy can’t be transmitted to homes and businesses, or the public does not support the presence of turbines in their backyards.

 

There’s no doubt most people believe wind energy can be vital to our country’s economic security, environmental stewardship and job growth. And the President and Congress have set a course to generate 20 percent of the nation’s electricity from renewable resources by 2030.

By understanding the entire value chain and communicating a complete story to all stakeholders, B2B communicators can help ensure the promise of wind energy becomes a reality — while building a bigger, more lucrative market for their companies.

Posted in "Shovel-Ready", Going Green, Media and Marketing | No Comments »

From Candy to Chemicals: Online Dialogue Can Help All Companies Act on Valuable Customer Insight

Brian Hall
April 13th, 2009

A recent BusinessWeek article about chocolate of all things got me thinking this week about how B2B communicators can make better use of digital media and social networking. The article reported that Godiva Chocolatier is using its online social network to pump its most loyal customers for information that is helping it sell more high-end products, despite the recession.

 

By listening to what was being said in the online network, Godiva learned that its customers want baskets for under $25 and individual chocolates for “not much more than the price of a cappuccino.” Acting on this feedback, it created hot-selling products such as a $5.50 chocolate lollipop for Valentines’ day.

 

There’s a very important word in the paragraph above — listening. You see, Godiva understands that digital media and social networking is all about two-way communication. All too often, I’m afraid, companies look at digital and social media simply as a way to push information to their target audience. Or worse, they avoid these forums altogether because they fear losing control over the online conversation. Godiva is also nimble enough — and smart enough — to act on the feedback it receives with viable solutions for its customers.

 

OK, I know what you are thinking: My business is nothing like Godiva’s. While that’s probably very true, there are many ways you can reap similar benefits by using digital and social media to collect valuable intelligence for your business. Create a blog, participate in networking sites such as LinkedIn, get active on Twitter, post online “quickpolls” on your Web site and/or use interactive webinars — these are just a few examples of how you can do it. What’s most important is that you consider these tools in the context of the value they can bring to your customers and/or employees.

 

So, what I learned from my chocolate foray is that inspiration for better communicators can be found anywhere — even on a box of chocolates.  What do candy and chemicals have in common? A lot as it relates to the importance of meaningful customer dialogue. B2B communicators who actively engage their customers will be in for some “tasty” results. The keys are getting involved, tailoring the forum to your audience, encouraging open communication, actively listening to what is being said, and taking action on that insight.

 

Bon appetit!

 

Posted in Media and Marketing, Outside Insights | 1 Comment »

Lights, Camera, Online Video

Steve Halsey
April 6th, 2009

I can still hear it… the click, click, click, click sound of the film reel when the spool ran out.  It was so exciting in grade school, learning by video rather than a static old textbook.  Next I remember the gentle whirrrrrrrr of the high school VCR rewinding at the end of the tape.

 

Today, something odd happens.  When I get to the end of an online video clip … there is no “Pavlovian sound” to signal things are done! 

 

Instead, there are buttons allowing me to replay the video, see related content, forward to a friend, or embed the video in my website or blog.

 

The “sound of video” has changed forever.  And if you’ll pardon the pun, we B2B communicators will be “reeling” from its effects.  Whether we like it or not, a few immutable truths are rapidly emerging.  These include:

  • The Internet’s need for content is never ending

  • Internet users want, seek and prefer dynamic content

  • Video is a highly sought-after item

  • If you don’t provide it, someone else will

Given the quantum leaps in connectivity, video software and the skill level of the average Internet user, video is quickly moving from a “nice-to-have” to a “must-have.”  How are B2B marketers from the manufacturing, energy and technology industries tapping into the growing popularity of Web video?

 

In one example, IBM created a superhero character to market its green solutions to businesses battling high energy costs and overcrowding in data centers. The video clip features IBM’s Green Data Center Man springing into action.

 

Video (2 minutes, 19 seconds)

 

The B2B video from IBM has proven to be quite popular among the green IT community because it effectively brings together good storytelling with solid marketing techniques. The video’s high entertainment value does not detract from its business objectives because it successfully:

  • Introduces a problem that is familiar to its intended audience

  • Associates the brand directly with the solution

  • Concludes with a clear call to action for viewers to engage with the brand

So if you are waiting for the click, click, click sound of the reel to tell you its time to move to online video, you might be waiting a long time.  As for me, I’ll be silently cruising Hulu, YouTube and your company’s Website lamenting the fact that there is no audio signal to tell me when the lesson is over.

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