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Creating offline BUZZ with online strategies

by Principal
16 replies
Hi Warriors,

I am talking to a probable new client. I am working with the CEO, of a $30 million dollar a year B2B software company. They make software used by manufacturers (industry specific supply chain) and retail outlets (industry specific point-of-sale)

They need all of the basics, site redesign, optimized places, and nation-wide SEO. We are go to go in those areas.

But he wants more, he wants me to create "BUZZ" for his company. What are you guys doing to create EFFECTIVE buzz? By effective, I mean buzz that will produce new sales leads.

We need to develop an internet marketing campaign that that is sustainable while creating buzz. They aren't doing anything with social media, press releases or PPC.

Would love to hear your ideas and get a good discussion going here!
#buzz #creating #offline #online #strategies
  • Profile picture of the author Vincenzo Oliva
    Press Releases. Create impossible to ignore stories.
    Crazy YouTube stunts.
    Facebook fanpage tied into twitter and main site. -special events, contests, polls.
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  • Profile picture of the author Rus Sells
    Buzz!

    I would produce a viral video series that attracts a demographic that they'd like to target.

    Use YouTube and other media sites to drive views and traffic, forget Google's traffic. Yeah I said that! LOL

    There's other things I could do but I think effectively harnessing Video related media's already engaged users is where to find the buzz. Many users use YouTube as a video search engine think about that.
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  • Profile picture of the author Principal
    Vincenzo & Russ thanks for your thoughts.

    I thought you guys would go do the PR route, that was part of my plan.

    I am actually surprised both of you thought youtube....

    Have any of you seen success promoting B2B products on youtube?


    FB definitely has potential...I starting to work with it with my business to consumer clients...not sure of the right strategy for B2B. So similar question to above, how are you having success with FB in the B2B space?
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    • Profile picture of the author BrashImpact
      Principal,
      one of the things i would strongly consider,
      100-200 localized keyword rich domain feeder sites.

      Looking for researched keywords that fit your clients
      demographic. You can charge 75 to 100.00 per site
      or more, and crank them up and out. Getting
      200-400 hits a month per site on a local level
      creates buzz.

      On the top of each of these pages i would create a
      mobile texting contest to capture mobile database.

      Kick in 20k for the prize give a way pool by company
      and start the Campaigns and PR rolling big time.

      The buzz should be fantastic... now how many clients
      would they need to capture to break even on 50k in
      expenses? make sure and break that down by the year
      if they make $50k return in profit that is 100% ROI the
      first year. If its ongoing revenue then it becomes infinity.

      Plus, those 100-200 feeder sites are working for the client
      non stop after the first year.

      Good luck...let us know how you pan out.
      Regards,
      Robert
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      • Profile picture of the author Principal
        Hey BrashImpact,

        Met with the potential client today to present current findings, work through more discovery details and set priorities.

        We are now talking about 3-4 major projects. That first is for their web properties and promotion. We will probably aggressively use quality press releases. This is not the main concern though.

        The higher concerns/priorities are in their client channels. They market to a vertical stack - main clients are FT 500 companies who have developed a distribution channel that markets through intermediaries to retail outlets, who market to consumers. At least one of these FT companies are now interested in working more directly with the retail outlets, by passing to an extent their current distribution channel.

        Long story short, my client wants to sell his FT client on an idea to market directly to the retail outlets. We are providing the marketing strategy and if successful, we will execute the strategy. We are discussing a number of ideas, but the idea that has the most traction at present, is creating local "city sites". The sites will be optimized to rank locally. These sites will be data driven with local data containing the end client retail locations. They need to be dynamic for a whole host of reasons, including easy ad administration and retail outlet changes.

        As currently envisioned, the sites will be populated from data extracts of end client retail locations. I am thinking to sell the idea of my client branding these sites with their branding, and placing ads of the FT 500 client that will drive traffic (through coupons, etc.) to the retail outlets. Although we wouldn't create 100's of static sites, there could be in effect be 100's dynamically created based on cities where the FT 500 wants to target.

        We could VERY well include some of your ideas of contests, etc for the city sites, which are business to consumer focused. We main also include a phase where there is facebook and mobile promotions.

        I am positioning this project as we "own" the website real estate but are populating the websites with their data and leasing prime ad space for recurring fees.

        We are also working on a couple of other thoughts around building templated websites for the retail outlets. These sites would also be locally optimized, subsidized, with appropriate branding in exchange for discounts.

        Hopefully this all makes sense

        Thanks for any more ideas!


        Originally Posted by BrashImpact View Post

        Principal,
        one of the things i would strongly consider,
        100-200 localized keyword rich domain feeder sites.

        Looking for researched keywords that fit your clients
        demographic. You can charge 75 to 100.00 per site
        or more, and crank them up and out. Getting
        200-400 hits a month per site on a local level
        creates buzz.

        On the top of each of these pages i would create a
        mobile texting contest to capture mobile database.

        Kick in 20k for the prize give a way pool by company
        and start the Campaigns and PR rolling big time.

        The buzz should be fantastic... now how many clients
        would they need to capture to break even on 50k in
        expenses? make sure and break that down by the year
        if they make $50k return in profit that is 100% ROI the
        first year. If its ongoing revenue then it becomes infinity.

        Plus, those 100-200 feeder sites are working for the client
        non stop after the first year.

        Good luck...let us know how you pan out.
        Regards,
        Robert
        Signature


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  • Profile picture of the author LasseKohau
    Hi Principal,

    I would do a targeted combined article- and press relase campaign for the company.


    You could easily get all the facts you need !

    a) Market and market trends, indications, devolepment
    B) Customers, new and old, prospecting and alliance customers
    C) Products, high sellers, medium sellers, and products in pipeline.


    Do a combined article and press relase campaign for the company, taken into consideration the market efforts of high selling, high end products and a loyal customerbase.

    Plan a year ahead, at least.

    Put in into action, invoice and outsource the ted. tasks in a forum. Enjoy your new big client for bigger profits.

    Afterwards, build them a customer loyality program.

    kind regards, LASSE
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    • Profile picture of the author Principal
      Hey LasseKohau,

      Love your ideas around market trends, etc. for content for our press releases. We will also have some article marketing that will leverage the same trends.

      The Loyalty program idea is interesting...I am digging into current/past marketing programs and will see if they have done anything with loyalty. I suspect they have. If they have an existing program we will try to couple our current activities with whatever exists. If there isn't one, we will look hard at creating one.

      Cool idea!


      Originally Posted by LasseKohau View Post

      Hi Principal,

      I would do a targeted combined article- and press relase campaign for the company.


      You could easily get all the facts you need !

      a) Market and market trends, indications, devolepment
      B) Customers, new and old, prospecting and alliance customers
      C) Products, high sellers, medium sellers, and products in pipeline.


      Do a combined article and press relase campaign for the company, taken into consideration the market efforts of high selling, high end products and a loyal customerbase.

      Plan a year ahead, at least.

      Put in into action, invoice and outsource the ted. tasks in a forum. Enjoy your new big client for bigger profits.

      Afterwards, build them a customer loyality program.

      kind regards, LASSE
      Signature


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      • Profile picture of the author BrashImpact
        Principal,
        if if you need some help let me know. The local push and Mobile
        is superior to anything else IMHO. Doing it now with a couple
        of major brands. If you need help, PM me with Your contact
        info, and i will try to catch you over the weekend.

        Regards,
        Robert Nelson
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        • Profile picture of the author Principal
          Pm sent. Thanks Robert

          Originally Posted by BrashImpact View Post

          Principal,
          if if you need some help let me know. The local push and Mobile
          is superior to anything else IMHO. Doing it now with a couple
          of major brands. If you need help, PM me with Your contact
          info, and i will try to catch you over the weekend.

          Regards,
          Robert Nelson
          Signature


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          • Profile picture of the author TJ Kazunga
            Create buzz for a B2B? Not convinced Facebook is the place to go frankly. Myself I would look at LinkedIn (don't forget they have DirectAds - pretty cool). Advantage with LinkedIn is you can target to specific roles in specific industry. They can also set up their own Group on LinkedIn and build up profile that way (sharing awesome content JUST for LinkedIn group members)

            PRs are definitely the way to go but its what you say in a PR that counts.
            Create valuable content to share (good white papers go viral)
            Create tools that help target group
            Run a survey and announce the results
            Those sort of things can get traction for a PR.

            Also, what about events? Award ceremonies? Sponsorship? Those types of activities can quickly build up a brand within an industry.

            Good luck.
            TJ
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            • Profile picture of the author Principal
              TJ, Awesome contribution!

              Experimenting with LinkedIn ads had fallen off my todo list! It is back on. Love that idea as well as the rest of your contribution TJ. All great stuff.

              I will concentrate on the online suggestions (my strength) vs the offline awards. Great idea, just not me. I have done a white paper in a few years...I don't know what we will want to call it, but good downloadable content is always a good way to go. That is in our online marketing warchest.

              I really like the LinkedIn reminder...

              Thanks!

              Originally Posted by TJ Kazunga View Post

              Create buzz for a B2B? Not convinced Facebook is the place to go frankly. Myself I would look at LinkedIn (don't forget they have DirectAds - pretty cool). Advantage with LinkedIn is you can target to specific roles in specific industry. They can also set up their own Group on LinkedIn and build up profile that way (sharing awesome content JUST for LinkedIn group members)

              PRs are definitely the way to go but its what you say in a PR that counts.
              Create valuable content to share (good white papers go viral)
              Create tools that help target group
              Run a survey and announce the results
              Those sort of things can get traction for a PR.

              Also, what about events? Award ceremonies? Sponsorship? Those types of activities can quickly build up a brand within an industry.

              Good luck.
              TJ
              Signature


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              • Profile picture of the author TJ Kazunga
                Originally Posted by Principal View Post

                TJ, Awesome contribution!

                Experimenting with LinkedIn ads had fallen off my todo list! It is back on. Love that idea as well as the rest of your contribution TJ. All great stuff.

                I will concentrate on the online suggestions (my strength) vs the offline awards. Great idea, just not me. I have done a white paper in a few years...I don't know what we will want to call it, but good downloadable content is always a good way to go. That is in our online marketing warchest.

                I really like the LinkedIn reminder...

                Thanks!
                Glad you liked. I know what you mean about awards but still something to consider.
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  • Profile picture of the author internetPro
    wow this is all french to me its amazing the knowledge that is being passed back and forth at no charge awsome gentlemen and if there was a ladiy
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  • Profile picture of the author rhj12345
    Check these guys out.

    Arkayne - Socialize Platform For Online Marketing

    Get a free account, and see how it works.

    This one looks good, but I have not tried it.

    http://sharetoget.com/

    Hope this helps.

    Rob
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  • Profile picture of the author Matt B.
    I would definitely look into marketing on Facebook. That thing is a monster!
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  • Profile picture of the author Jimian
    First, it would have to be a Marketing Message that answers the question, "Why should I do business with you versus any and all others in your industry?"

    It's from Dan Kennedy.... Also, "What is it that differentiates him from the others."

    Danny boy says "marketing message FIRST, type of media to use, second."
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    OFFLINE Marketing Strategies For The OFFLINE Warrior
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