Law Trade Brochure

MARKETING TO BUSINESS REDEFINED

If you’re reading this as a B2B client, some of it might be

very familiar – or some might be a bit of a shock. Either

way, there are some real home truths here – written by

someone who knows, having had a lifetime of exposure

to clients of all types in international agency groups as

well as smaller businesses. Here, we have anticipated

some of the questions that you might ask about LAW

Creative and B2B Marketing.

KEITH SAMMELS EXECUTIVE CREATIVE DIRECTOR

FIRST, WHY IS LAW WRITING ABOUT B2B? THAT’S NOT REALLY WHAT YOU DO, IS IT?OK, let’s start by considering what LAW is, rather than what it is not. Our client list is primarily consumer-based and has a focus on guest, leisure and hospitality accounts. We work with InterContinental Hotels Group, one of the biggest hotel groups in the world, as well as a whole clutch of household names from that sector, from Mecca Bingo to Butlin’s to Caesars Entertainment.

Now, the thing about this experience is that it is in a business area that depends massively upon digital – from data handling, social, content, web, SEO, analytics and importantly the detailed strategic planning that runs the whole show, utilising both digital and more traditional forms of marketing. So we combine the 9 million emails a month that we send from our AMP system with press, film, advertising and POS, in a totally integrated way.

A bad reputation in the digital world for leisure clients (poor peer reviews on TripAdvisor for instance) can lead to substantial loss of business. It’s a world that we are fully immersed in. And every day we work hard at assisting clients in the provision of positive content and superior customer engagement.

GOOD FOR YOU. WHAT’S IN IT FOR ME?Primarily, the skills that we have developed to become the leading agency that we are.

In the B2B world, digital disruption can make a huge impact on your business. We would argue that if you are running your B2B marketing through a dedicated B2B agency, it is unlikely that they will have been as exposed to and accountable for the kind of digital success that LAW can provide. This might seem like a sweeping statement, but we actually know, through talking to some B2B clients (and winning them – more about that later) that they have not been kept as fully up to date as they could be from a digital perspective in particular. For example, recent research of B2B Marketing Directors reveals that although for some 60% of them video spending is rising, only 19% regard ‘conversion’ as an objective: but we know that video on a landing page can, in some cases, increase conversion by 80%!

DIGITAL MAY BE DISRUPTIVE, BUT I RELY ON A LOT OF TRADITIONAL WORK.Again, there are benefits in working with a consumer-based creative director and creative teams, planners and account handlers. We can’t get away with just a picture of a product on a page – we have to have ideas which stand out with high impact.

And we have to work within tight brand standards, which build cumulative impact, as well as developing more subtle aspects of the creative art, such as giving brands that we are responsible for a distinctive tone of voice, so that the character and values provide a competitive edge and an insight into what kind of company is behind the brand.

I THINK THAT YOU ARE TALKING ABOUT SMALL B2B AGENCIES, BUT WE’RE A GLOBAL COMPANY WHO GENERALLY WORK WITH BIG AGENCIES.That’s good – it means that some of the aspects that we have covered above will be taken care of, and that you agree with our general premise. But if you are already with a global player, how important are you to your agency?

If you’re a big B2B player, spending upwards of $5m globally, your spend will be fragmented and, in some markets, will probably be small compared to the other multinational accounts that your agency handles. When it comes to allocating resource and skill to your $250,000 annual spend in China, compared to a huge cosmetic company account spending that much every week, who do you think the agency worries about most? Our personal experience of having worked in and run multinational groups is that this is a very real issue. Often, it means exposure to junior account handlers (with the odd call from the account director), little in the way of ‘local’ strategic planning and work provided by the most inexpensive creative resource. Don’t forget, the agency has to make money and this is how they will make your budget yield revenue for themselves.

SO WHAT’S YOUR PITCH?Put simply, at LAW, we can provide international lead agency skills based on the latest tools and knowledge, working within carefully defined guidelines and making sure that only the best people handle your account, because we’ll care about it.

We’re not huge, or a multinational, but we supply the international planning and creative frameworks for a number of global clients and manage local adaptations and local co-ordination activity on our clients’ behalf, to whatever extent they want. You get the ability to have consumer thinking and skills applied to your B2B account, including a regular strategic refresh, and trends and a future view provided by our internal ‘Future Trend’ team.

“INTERNATIONAL LEAD AGENCY SKILLS

BASED ON THE LATEST TOOLS AND KNOWLEDGE,

WORKING WITHIN CAREFULLY DEFINED GUIDELINES, MAKING

SURE THAT ONLY THE BEST PEOPLE HANDLE YOUR

ACCOUNT, BECAUSE WE’LL CARE ABOUT IT.”

WHO HAS BEEN CONVINCED BY THIS APPROACH?We recently won the global lead agency role for TRW, the largest Automotive Safety Equipment OE supplier in the world, working for the Aftermarket Division, based near Frankfurt.

In their business, the existing distribution models are being affected by the digital effect to an increasing extent. Some of their various agency thinking may not have been as current as required in an ever competitive market. In the four-way pitch, we were the only consumer based agency presenting and the client feedback was that strategically, creatively and digitally the difference really showed.

Since winning the account, we have been responsible for marketing on an international basis, running campaigns everywhere in the world, tightly controlled to reflect the brand positioning, and added massively to the ability of the company to maintain a digital lead.

In fact, let’s be honest, it was this win that suggested to us that this was a good route for our own business to head down, as it became apparent that we could add much more value than is typically available in a B2B agency, or in a multinational agency that sees your budget as small and difficult to make a profit from.

IF YOUR APPROACH IS REALLY DIFFERENT, HOW ARE YOU GOING TO DIFFERENTIATE YOUR OFFER?We’re going to redefine the B2B sector. In fact, we’re not even going to use the B2B term.

To our way of thinking, trade marketing, in its fullest sense, is as complex and demanding, competitive and challenging as any consumer brand and maybe more so in some cases. And despite the ‘B2B’ tag that is now bandied about, to us, the category deserves to be called something that recognises the difference that we can bring. So welcome to ‘TRADE Plus’.

If you want to find out more about how we can really help to deliver results from your trade marketing, in whatever format it takes, get in touch. And to tempt you, we’ll throw in a couple of days to meet with you and write a strategic overview of your marketing and how we might improve it.

After all, we’re all in the same business.

And that’s getting more of it.

TRADE Plus. Marketing to Business Redefined.

“WE WERE THE ONLY CONSUMER BASED AGENCY

PRESENTING AND THE CLIENT FEEDBACK WAS THAT STRATEGICALLY,

CREATIVELY AND DIGITALLY THE DIFFERENCE

REALLY SHOWED.”

TRW AFTERMARKET. TRUE ORIGINALS. REAL CREATIVITY.TRW is the leading safety products Original Equipment manufacturer for the world’s vehicles. Now part of the ZF Group, the business is the second largest in the Global Aftermarket (the part of the business that supplies parts to cars already on the road).

With sales of more than €30 billion, the company has the skills, coverage and resource to be able to take advantage of explaining the brand benefits of being a leading OE manufacturer to the aftermarket.

Our campaign umbrella theme of ‘True Originals’ reflects that fact. It reminds aftermarket buyers that they can do no better than to specify parts that the car makers themselves buy. The result is product innovation, optimum safety and prolonged life. To make the point relevant to both the brand and its products, we involved the staff of the company from global locations to find individuals who themselves are true individuals – originals – to reflect the fact, for example, that they are as passionate about their work for TRW as they are for the jazz band that they play in, or the equestrian eventing that they compete in.

Here are a couple of examples of what this strategy means when converted into creative content.

LESS IS MORE.Ever wished that your alloy wheels didn’t get pitted and made dirty by brake dust?

TRW has the answer. The launch of the DTEC range of brake pads, featuring unique Cotec friction coating (which helps stop cars in less distance than competitor brands) dramatically cuts down dust as well as improving safety.

Our True Original? Guido Orth-Gauch, a man who wants an appreciative audience, whether he’s playing in his jazz band or writing a brake pad manual.

The theme is carried through into print, digital, social, POS and film.

After all, if you’re a True Original you want everyone to know!

TRUE

Scan image to watch the film. Available for iOS and Android.

TRUEORIGINALS

TRW AFTERMARKET BRAKE PADS CAMPAIGN.

Responsive Landing Page


Trade Press Advertisement

Responsive Email


Promotional Point of Sale

Promotional Posters

TRUE

PREPARE TO BE SHOCKED, TWICE OVER.Amelie Beauger is the product controller for steering, suspension and shock absorbers at TRW’s German European Headquarters.

When she’s not heavily engaged in expanding and promoting the range, she’s using her outstanding equestrian skills to tackle some of the toughest riding conditions anywhere in the world. She’s a True Original. And so are the parts that she’s responsible for.

She knows that braking distances are improved by 8% when shock absorbers are replaced in pairs, rather than just changing a single defective part.

The message? Buy in pairs and be safer and, like Amelie on her horse, enjoy the ride of your life.

Scan image to watch the film. Available for iOS and Android.

TRUEORIGINALS

TRW AFTERMARKET SHOCKS CAMPAIGN.

Responsive Landing Page


Trade Press Advertisement

Recruitment Landing Page


Promotional Point of Sale and Counter Stand

Promotional Posters


Promotional Mirror Hanger

look twice

Is it a TRW shock absorber? Best fitted in pairs.

trwaftermarket.com

Open/Closed Signage

90 Long Acre Covent Garden London WC2E 9RZ

T: +44 (0)20 7849 3035

4 – 8 Waterside Station Road Harpenden Hertfordshire AL5 4US

T: +44 (0)1582 469 300

Rheinstraße 96 | F1

56235 Ransbach-Baumbach Deutschland

T: +49 (0)2623 86 99 496

UNITED KINGDOM GERMANY

lawcreative.co.uk

Law Trade Brochure

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