Why B2E Is the New B2B


Originally posted on Campaign US.

The communications landscape has gotten far more complicated than simple business-to-consumer and business-to-business campaigns. Today, everyone is a stakeholder, and companies and marketers need to talk to all of them. There was some discussion of business-to-human communications at the recent Cannes Lions Festival, but really what it comes down to is B2E—business-to-everyone.

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Corporate Branding Digest, Nov. 7, 2013

Marketers Are Putting Their Money and Confidence in Social Media
(Mashable, 01.11.13)

Business to business (B2B) marketers are utilizing content marketing strategies more and more in the digital age to promote their brands. They’re becoming confident in creating content supported by the brand, such as magazines, books, articles, how-to guides and more.

To Create Something Powerful, Enlist Your Emotional Barometer
(PRWeek, 30.10.13)

“You’ve got to create an emotional connection. That’s really the key.” Raise your hand if you’ve heard that line before. Maybe even muttered it yourself on occasion? Keep those hands raised. As cliché as it might be, there’s no shame in it—because it’s true.

Harness the Power of Social Media to Sell Anything and Everything
(Social Media Today, 29.10.13)

Advertising strategy is now trending so marketers use the Internet to make their sales pitches. The power of using social media platforms for your advertising front is becoming increasingly common. All businesses from television shows to auto insurance providers, including the, now use social media to attract a wider audience. The reason behind the success of such advertising boils down to two major factors.

How Corporate Transparency Can Create a Brand Customers Love
(Business2Community, 11.10.13)

One of the challenges we hear from companies who are just starting to blog is not only struggling with what topics to blog about, but also a hesitancy that by blogging they’ll be sharing too much, or giving away proprietary information.

“The respect of those you respect is worth more than the applause of the multitude.” —Arnold Glasow

Pittsburgh Shines Again

Although the Steelers are on the skids, the Pittsburgh office of Havas PR keeps scoring. Last Thursday, they won six Golden Triangles from the International Association of Business Communicators’ local chapter: two Awards of Excellence, for writing (a bylined article for Bayer MaterialScience) and media relations (for the One Young World summit in Pittsburgh last year), and four Awards of Honor, for poster design (the “Checklist for Access” for the International Play Equipment Manufacturers Association), communication management (for One Young World), speech writing (Transitions Optical’s North America Marketing keynote at Transitions Academy) and employee/member communication (also for Transitions Optical, our 20th award for work for our longtime client in the past four years alone, for the “Vision and Values” statement we developed for the company).

A Brand-New Brand Award

After a 12-month research and judging process (more than 1 million nomination forms were sent to business leaders around the world), @erwwpr has been given a 2012 Corporate INTL Global Award in the category of Advisory Firm of the Year in New York for Brand Positioning. Readers of the magazine are legal and financial advisers, venture capitalists, and senior managers (CEO or FD level) for public and private firms worldwide, among other areas of business. The latest way we’re advising corporate leaders like these? Our CEO branding thought leadership. It’s aimed at helping modern C-suiters use the disciplines of personal branding to achieve great win-win-win-wins for themselves, their company, their community and the nation. To learn more, read our own CEO’s 10-part series on the topic, starting here.

@erwwpr Wins at the PRWeek Awards

On Thursday night, PRWeek honored our agency with its top award in the Multicultural Marketing Campaign category for our “Meeting the Eye Health Needs of Culturally Diverse Groups” program for Transitions Optical. “Euro RSCG’s efforts to make diverse communities ‘see’ their eye health needs is brilliant,” said one judge. Our agency was also one of only five finalists in the Cause-Related Campaign of the Year category, for the “Portraits of Heroes” song contest we created for Sears to honor our country’s warriors. [ read more ]

Our Pittsburgh Office Continues Its Long Awards Streak

On Thursday night, @erwwpr’s Pittsburgh staff brought home 15 honors from the PRSA Renaissance Awards. Leading the list was Katie McSorley, President, Mid-Atlantic, who won the PRSA Pittsburgh Chapter’s Hall of Fame Award. Other winners—in creative tactic, special event, brochure, speech and community relations categories—include Transitions Optical and our very own initiative to (successfully) bring One Young World to the Steel City in 2012; one entry from each was also a runner-up for Best in Show. Plus, we were honored with eight awards of merit. [ read more ]

@erwwpr Gets Finalist Nods for 2012 PRWeek Awards

The “Portraits of Heroes” song contest we created for Sears to honor our country’s warriors (Josh Gracin’s hit song “Can’t Say Goodbye” was the result) was recognized in the Cause-Related Campaign of the Year category. And our “Meeting the Eye Health Needs of Culturally Diverse Groups” for Transitions Optical was named a finalist for Multicultural Marketing Campaign of the Year. Winners will be announced on March 1.

iSee It Now

Among all the news coverage about Steve Jobs stepping down as Apple CEO, the most interesting to me was Piers Morgan’s interview with Apple co-founder Steve Wozniak. Remember him? (Oh, heck, some of you weren’t even born!)

Remember when you first heard the name Apple? Why on earth would someone name a company after a piece of fruit?

A self-professed engineering geek and without Jobs’s rock-star charisma, Wozniak had such clarity in describing what made the other Steve unique that I almost forgot he was an engineer. But what Wozniak said was only partly rocket science. He explained that Jobs had a laser focus—always—on the end-user benefit. Every new capability or gee-whiz feature Jobs interrogated accordingly.

It wasn’t engineering for engineering’s sake, and it wasn’t marketing for marketing’s sake, like much in the rest of the world. It was all about innovation that would make itself instantly, compellingly necessary to your life (my paraphrasing). Based on that standard, it’s easy to understand why Jobs—and Apple—are in a class by themselves.

Wozniak impressed me. He was an optimist, a class act (I haven’t read the books to know if there was ever bad blood between them) and forgiving of any moments where Jobs might have been harsh by his interrogation of ideas.

Apple. I get it now. It’s all about forbidden fruit. Polish. Sustenance. Flavor. Wisdom. And, sadly, with last week’s news, it’s now about being perishable as well.

Photo Credit: google/s.columbia.edu

Hands Off Ronald!

Far be it from me to condone the nutritional value of the food at McDonald’s (although they have been trying a little harder lately), but when it comes to Ronald? Hands off!

In one of the more potentially forgettable yet memorable points in my early public relations career, I spent several days chauffeuring a Ronald McDonald to children in isolated community hospitals throughout western and central Pennsylvania. We made hospital visits and were the news story wherever we trekked.

It was a memorable road trip for several reasons. I must say I quickly forgave Ronald for all the relentless one-liners meant to entertain me and help the miles fly by. He lit up the lives of the seriously ill and disabled children and their families and caregivers who, along with the health-care facilities where they were housed, were literally on life support. No matter how grim the prognosis, how tired the staff and how long the day of bedside cheer had been, Ronald was the purveyor of hope and a moment’s escape for the smallest, sickest kids. For these “customers” of the McDonald’s brand, Happy Meals were most likely a distant memory, or perhaps symbolized that they would be regular kids again.

Retire Ronald? Honestly, for all the good all the Ronalds do for the world, the food police should find another target. The benefits of Ronald are worth more than their nutrition label.

So when it comes to Ronald and his value to the world, I say, “Super Size me!”

Photo credit: creative commons/ by sfxeric