1 © hsr business to business. all rights reserved. wednesday, january 29, 2003 an introduction to...

© HSR Business to Business. All Rights Reserved.

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Wednesday, January 29, 2003

An Introduction to HSR

Presented to:


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HSR Business to Business offers the most advanced approach to Business to Business marketing More than 20 years defending the premium value of

leading business brands Inspired by the unique challenges of business

marketing Award-winning work that sets us apart from other

business to business specialists


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Business to business marketing is now characterized by sweeping changes

Globalization Deregulation/privatization Rapid commoditization E-business


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The complex challenges of business to business marketing

Considered purchase with often lengthy decision cycles

Large number of specifiers and influencers with multiple needs and agendas

Inter-related community of customers and channels Product complexity


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Our Core Competencies

Mastery of integrated business to business marketing Creative excellence in shaping substantive communications Leadership and foresight in Internet marketing Attuned to time-to-market acceptance pressure

We understand your issues and can create opportunities.


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The only agency ever to receive Advertising Age’sBusiness to Business “Agency of the Year” honor three times

Awarded “Agency of the Year” honors in 1995, 1998 and 2002

Third largest business to business specialty firm in the U.S.

Ranked among the top 100 Interactive agencies in the U.S. by Advertising Age magazine

Ranked in top 200 PR agencies in the U.S. by PR Week magazine


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The only agency invited to be a member of the Institute for the Study of Business Markets (ISBM)

ISBM Membership

AccentureAdvanced EnergyAgilent TechnologiesAir Liquide AmericaAir Products andChemicals, Inc.Alcan AluminumAllegheny EnergyAT&TBayerBPCiba SpecialtyChemicalsConocoCorningCorporate ExpressDelphi AutomotiveDow Chemical

Dow CorningDuPont CompanyEastman Chemical Co.Eaton CorporationEDSEli LillyExelon Corp.ExxonMobil ChemicalFoamexGartnerGeorgia-PacificGlaxoSmithKlineGoodyearHarte-HanksHercules Inc.Hewlett-Packard Co.Highmark, Inc.Honeywell

HSR Business toBusinessIBM CorporationIndium CorporationInfineonInternational SpecialtyProductsKennametalLyondellMonitor GroupNational Analysts, Inc.NIST/Mfg. Ext.PartnershipNokiaOmnexusParker HannifinPPG Industries, Inc.Sabre Inc.

SAP AmericaScientific-AtlantaShell Chemical Co.Southern CompanySouthern MillsSprintSwagelokTeleflex3M CompanyTicona, LLCThe Timken Co.Unisys CorporationUPSW.L. Gore &Associates, Inc.W.R. Grace & Co.Xerox Corp.


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Wealth of specialized industry knowledge

Able to draw from deep reservoir of experience in a variety of businesses

Capable of cross-pollinating best practices across industries

Quick, enthusiastic studies on the complexities of non-consumer products

Strong relationships with the leading publishers and editors in trade and business media

Experts in the distinct discipline of business to business marketing communications that unites all the industries


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Clients we serve


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The B-to-B World Class Agency network managed by HSR Business to Business through four tier-one agencies with presence in 37 different nations

NORTH AMERICAHSR Business to

Business(headquarters)

Cincinnati

EUROPEMARSCHNER + KUHN

Frankfurt

SOUTH AMERICAAD COMMUNICACAO

Sao Paulo

ASIA/PACIFIC RIMPR PARTNERSHIP

Hong Kong

FLAGSHIP AGENCY


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Strategy & Client Services

Advertising & Promotion

Internet Services

PublicRelations

We Help Leading Brands Stay That Way

Defending the premium value of the leading brand requires an integrated approach that makes the most of all your communications. We organize that work into four main categories:


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HSR Business to Business Team

Strategy & Client Services

Advertising & Promotion

Public Relations

Internet Services

Rick Segal Tom Rentschler Kellie Grob Mike Hensley

Strategy Development & Integration

Senior StrategyConsultant

Implement Integration

OptimizeBest Practices

Senior Executives

Senior Client Service ExecutivesMarketing ManagementSpecialists

Art DirectorsCopywritersGraphic Designers

PR ConsultantsProject ManagersArt DirectorsCopywritersUI Designers

How our resources are deployed on behalf of our clients


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Insightful Strategy Rigorously Developed

Understanding the client’s perspective on their brand’s strategy, positioning, brand equity, market challenges, key differentiators, priority target audiences, and what motivates the purchaser

Validating and supplementing that input with primary and secondary research and competitive analysis

Resulting in a recommendation that includes target market segmentation, positioning, and most importantly, your message strategy, where we isolate the single issue of value around which you can claim superiority

A message strategy that is developed into a message planner, the road map we use to ensure that every form of communication will drive home the premium value of your brand

The HSR Business to Business strategic development process is distinguished by:


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Belief that creative work is only as good as the strategy that informs it

The insight that business decision-makers are human beings first and subject matter experts second

The drive to dig deeper than the obvious and to give our clients the unexpected

Compelling; entertaining; often surprising creative that breaks through the clutter, and speaks your brand’s message loud and clear

Powerful Messages Artfully and Faithfully Executed Across All MediaThe HSR Business to Business creative development process is distinguished by:


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Earned Media Presence That Delivers Bottom Line Benefits

Public and Media Relations team that works behind the scenes to build and defend the premium value of your brand

Leveraging valuable intellectual capital, by establishing your company as a thought leader in its industry

Positioning your company in front of industry decision-makers through speaking engagements and high-profile PR opportunities

Keeping your brand out front in a challenging business environment

The HSR Business to Business public and media relations capability is distinguished by:


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Interactive Solutions That Facilitate the Purchase Decision Cycle

The unique ability to accurately interpret marketing objectives while meeting IT requirements

An understanding that it’s not enough to simply get people to your Web site; the real challenge is to keep them coming back

The development of exciting new forms of e-marketing to build traffic to your corporate site, as well as your extranets and intranet

Belief that it’s vital to establish a dialogue with your customers, then maintain it by creating an experience that brings them back repeatedly

An understanding that a user’s Web experience is a brand experience

The HSR Business to Business approach to Internet marketing development is distinguished by:


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Conclusion

Insightful strategy, rigorously developed for the complex challenges of business to business marketing

Powerful messages, artfully and faithfully executed across all media; electrified by an early and vigorous embrace of the Internet

Your marketing communications, unified into one harmonious whole

1 © hsr business to business. all rights reserved. wednesday, january 29, 2003 an introduction to...

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