As any good creative does, I’m constantly on the lookout for ideas and inspiration from others in the B2B space. True, there’s plenty of inspiration in the consumer space as well, but sometimes you just want to see what ideas another B2B marketer came up with while facing similar challenges.
1. This marketing/PR promo piece for Catalyst Direct. It was brought to meetings with the editors of trade publications to encourage the editors to call Catalyst when they needed a quote or information. The hangtag for “deadline emergencies” reads “Catalyst Direct is always available.” Makes the point, and memorable too.
2. This direct mail piece for Makino machine tools. It contained a fake shirt pocket and a Flip video camera, and was sent to key prospects they hoped to meet at an upcoming trade show. Makino wanted to help the attendees videotape interesting exhibits they saw at the show, as well as form some goodwill with the company. Clever. But expensive!
3. This website for business video hosting site Wistia. The terms of service of most of the free video hosting sites don’t allow businesses to store video, so when we were in the market for a service, I stumbled across these folks. The site design is simple, but most importantly, the interface quickly gets across how valuable the Wistia video hosting service can be to businesses like ours. (We signed up on the spot.)
4. This business card for voiceover talent Chris Fisher. What a great use of clever design and die cuts to stand out and instantly tell your audience what it is you’re involved in. Probably the best business card I’ve seen all year.
5. This landing page for a client of ours. (What, you didn’t REALLY expect me to do this review and not throw a VantagePoint marketing project in there, did you?) We’re helping our client, a manufacturer of motors and drive systems, show that you’ll save more energy by optimizing the entire drivetrain of your manufacturing equipment than by just replacing the motor. An integrated print and online campaign directs visitors to this landing page; the visual calculator at the top allows you to quickly see how much energy you can save with each part of your drivetrain. Those who want to learn more can download the white paper, which covers the topic in depth. We also hosted a webinar with key trade editors that landed several follow up interviews and articles. (Go ahead – try the site for yourself.)
Do you have a favorite piece of B2B creative? I’d love to hear about it. Let me know!