fuel international growth | ed field - maverick marketing

Fuel international growth.How to use best-practice B2B branding, communications and marketing to open up new markets.

Enterprise Ireland

Digital Strategies for International Markets.

Crown Plaza, Dublin, 26th October 2017

Presenter:

Ed Field, Managing Director, Maverick ( www.Maverick-intl.com )

In today’s digital world, how we research, select, evaluate and engage with providers has changed

dramatically - and continues to evolve.

Change

You can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze.

Opportunity

We all need to re-think and re-invent how we present ourselves, how we become known and how we stimulate engagement.

Right comms + Right marketing tactics = Unprecedented success

Action

Hard to see the wood from the trees. And hard to take the time out to re-think and re-invent. Need strong, independent, external support.

It’s a big shift with many parts. To align and implement all takes a wide variety of expertise: planners, designers, copywriters, engineers, digital marketing specialists. Unlike the big guys, the SME rarely has the resources or expertise to orchestrate multiple providers, for them one end-to-end partner is a usually a better fit.

Embracing this change can be a challenge

There is a way…

Since 2005. Team of 13. See maverick-intl.com

Fuelling success for ambitious, internationally focused B2B companies and brands.

MarketingCommunications

+Strategy. Positioning. Branding.

Copywriting. Photography. Video. Websites. Sales Presentations.

Content. ABM. Social. SEO. PPC. Email. Display. Landing Pages,

Marketing Automation.

A powerful combination that’s driving extraordinary success in the technology, industrial and professional services sectors.

Audits

Communications Services.

Research Strategy Fundamentals

Planning

Value Propositions

Identities Copywriting Content Graphics

Websites Sales Materials

Insight

Marketing Services.

Planning Content ABM

Social

Search

Sponsorships Display Sales Enablement Automation

Revenue generating programmes30+ International B2B Clients

Professional Services

Centre of Project Management (UL)Target Sectors:Engineering, Pharma, BioTech. Construction, Healthcare, Gov.

Leading Edge GroupTarget Sectors:Healthcare, Medical,Pharma

University of Limerick MBA Target Sectors:Pharma, Medical, BioTech, Manufacturing, Finance, Energy,

Industrial

Carey GlassTarget Sectors:Architects, Glazing & Building Contractors.

FloorTechTarget Sectors:Pharma, Transport, Retail, Food & Beverage, Auto.

Safety StorageTarget Sectors:Pharma, Medical Devices, Energy, Construction, Food.

Technology

EmisoftTarget Sectors:Oil & Gas, Chemicals, Metals & Mining, Pharma, Biotech.

SolgariTarget Sectors:Healthcare, Fintech, Recruitment, Financial Services.

ECATTarget Sectors:Transport & Logistics, Retail, Facilities Management.

MarketingCommunications

+Strategy. Positioning. Branding.

Copywriting. Photography. Video. Websites. Sales Presentations.

Content. ABM. Social. SEO. PPC. Email. Display. Landing Pages,

Marketing Automation.

A powerful combination that’s driving extraordinary success in the technology, industrial and professional services sectors.

There is a way…

Challenge & change

The Challenge

Needing sharper tools to break new markets

Carey Glass

Note: the text has been blurred on this shots.

The Challenge

Internationalise

Emisoft

The Challenge

After multiple acquisitions it was time to

unite all under one strong communications

umbrella and kick-start lead gen and cross sell

Enva

The Challenge

Production orientation to marketing

orientation. From commodity to brand.

LSM

A few more examples…

Technology sector.

Industrial Sector.

Services Sector.

There is a way…

The Path to Transformation

See the way Insights from company, market, clients & competitors.

Define Foundations Purpose, Positioning, Proposition, Personality.

Plan Shaping a succinct communications development plan.

Implement

3 2 1

4 • Brand identity & visual style• Writing• Detailed specification for all

• Photography & videography • Design website etc.• Production of website etc.

People first engage with ‘why’ you do what you do, not ‘what’ or ‘how’. A clear purpose, for an organisation or brand, underpins the development of effective communications.

Purpose

Phase 2 - Define Foundations

Our purpose is to help smart, ambitious, internationally focused, B2B companies realise their full potential.

We do that by ensuring they have everything they need in terms of positioning, branding, communications and sustained marketing activities to realise their ambitions.

Maverick’s purpose.

Phase 2 - Define Foundations

Phase 2 - Define Foundations

PositioningA lead attribute e.g. LSM: strong. Paycheck Plus: precise. Carey Glass: big.

What is the company and its people like? How do they look? How do they sound? What type of personality will connect with your prospects and customers?

Personality

Phase 2 - Define Foundations

Personality – Enva

Five key facets to our personality. Everything we do and say reflects this personality.

We look, sound and act;

• Professional – Capable, the people who will get the job done right - right people, right equipment, right approach, right partners, right documentation, right processing of waste.

• Helpful & Collaborative – Going the extra mile.

• Established - Solid/Sound. Experienced.

• Progressive – Innovative. Scientific.

• Environmentally aware – Innovations and operations which are making a significant contribution to environmental protection and reducing waste. We’re on the front line.

Phase 2 - Define Foundations

Brand Identity & Visual Style

Brand Identity & Visual Style

PlanA complete, succinct communications development plan.

Phase 3 - Plan

Implementation pointers

Engaging Copy – clear, relevant, true, human, digestible

Proof – testimonials, stats, case studies

Clear Next Steps – multiple options, make it easy

Consistency in message and design – across all touch points

Phase 4 - Implement

Engaging Copy

Clear, relevant, true, human, digestible

// Engaging Copy

// Engaging Copy

// Engaging Copy

// Engaging Copy

// Engaging Copy

Proof

Testimonials, stats, case studies

// Proof

// Proof

// Proof

// Proof

Clear Next Steps

Multiple options, make it easy

// Clear Next Steps

// Clear Next Steps

// Clear Next Steps

// Clear Next Steps

Consistency in message and design

Across all touch points

In all materials With the team

Website

Print materials

PDFs

Sales presentation

Proposal documents

Social media presence

Trade show stand

Signage in your premises

Vehicles

Packaging

All singing from the same hymn sheet.

Especially:

- Management

- Sales

- Service

Fully and consistently brought to life across all touch points

The Path to Transformation

See the way Insights from company, market, clients & competitors.

Define Foundations Purpose, Positioning, Proposition, Personality.

Plan Shaping a succinct communications development plan.

Implement

3 2 1

4 • Brand identity & visual style• Writing• Detailed specification for all

• Photography & videography • Design website etc.• Production of website etc.

Simplicity Wins

Simplicity is the ultimate sophistication

“

Leonardo da Vinci

Simple can be harder than complex: You have to work hard to get your thinking clean, to make it simple. But it’s worth it in the end because once you get there, you can move mountains.

“

Steve Jobs

Impact

The impact.

Retain and up-sell existing clients.

Protect and increase margins.

Increase lead-to-sale conversion rates. Reduce effort required.

Increase flow of high quality warm leads.

Improve recruitment and increase motivation.

Make easier work of business.

Open up to realise the full potential of the business.

More sweet spot customers.

Greater profitability.

You can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze.

Raise your expectations.

Arm your organisation with powerful comms. Reach and engage your most lucrative prospects.

Speed your growth.

Ed Field // 087 699 7068 // +353 61 620 147 ext 203

edfield@maverick-intl.com // maverick-intl.com

There is a way.