by Vin DiGioia
Want to generate some positive PR for your biotech brand and endear yourself to the local workforce? Here’s one way not to execute a B2B publicity stunt:
Recently, here in Connecticut, a local biotech manufacturer actually decided to halt its proposed expansion plans in the state simply because – whether intentionally or not – Connecticut’s governor didn’t use their product.
As the story goes, Governor Dannel Malloy received a flu shot made by an overseas company instead of an alternate flu vaccine developed by Meriden, CT-based Protein Sciences Corp. In response to this, Protein Sciences Corp’s president Don Adams went on the record, claiming “the governor’s actions have left Protein Sciences no choice but to go to New York.” Sounds like a joke, right? It’s not. He’s serious.
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by Chuck Mascola
As with all things in the world of advertising, it’s about the timing. As businesses struggle, year after year, they turn to the latest marketing trend to help them remain relevant.
While the pace of change quickens, it’s more critical than ever to stay on the cutting edge of communicating with your customers. Every week, a new threat to the survival of your company seems to emerge. Business owners lie in bed, staring at the ceiling when they should be sleeping. They worry about the threats: Threats that take the form of new competitors — domestic, overseas, and on-line; rising overhead costs for materials and salaries; government regulations in the form of taxes and insurance requirements; and labor concerns from minimum wage to finding skilled workers.
When it comes to marketing, there is more to worry about than ever. For B2B marketers, the danger is clear — embrace change or become irrelevant. Social media is that change.
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by MGB2B
Whether you’re marketing to both consumers and other businesses or just the latter, you need to put as much thought and creativity into your marketing as you would if you were just a B2C brand.
Here are the Top 5 ways brands disrespect their B2B customers (and themselves):
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