Last Thursday brought us to the ANA B-to-B Conference in Chicago. B-to-B marketers converged for a day of sharing & learning.
What's interesting about B-to-B marketing versus B-to-C is the high degree of specialization that many of these marketers contend with each day. Working with more limited resources, B-to-B marketers step into integrated marketing programs readily and eagerly - often to stretch their limited budgets.
Other times, a B-to-B campaign must have a big enough idea to support B-to-C components as well. That's where our friend drawing on the whiteboard comes in.
The now famous Whiteboard Guy happens to be the same gent that helped create & shape the ads. Andy Azula serves as SVP/Creative Director at The Martin Agency for his day job. Overtime starts when he picks up the wonderful smelling pen.
Whiteboard offered just what UPS needed to take its "Brown" brand to a new level. Plus, the pure simplicity of the concept lends itself to deep integration. Whiteboard.UPS.com showcases much of the effort so far - 17 commercials, deep interactivity, user interaction, and some seriously good salesmanship.
I dare any business person (or anyone who's ever wondered what's behind those brown trucks) to attempt a quick visit to the site. You can't because the content compels; the execution delights. You'll be pulled into the site to learn tons of great info painlessly and entertainingly. Talk about a great B-to-B marketing success story. Congrats to the client & the agency
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