Think from the consumer's perspective: what keeps them awake at night?
Content does not mean that Kennedy van der Laan does everything online. The agency created a magazine for the seminar 'The mayor is competent: what can, may and must'. Simply because the visitors, indeed, mayors, are not yet online "en masse". This was recently made clear again during Project X Haren. Huisman's main learning: "Think from the consumer's perspective. What keeps them awake at night, where do they look for their information, what do they want from you? Make sure you have an idea of your target group and adapt your content to that. People do not search for employment law or corporate law, but for words such as dismissal, mergers and company takeovers. That is also what we sell." It took some getting used to for many lawyers that the firm did not display all specialisms on the homepage. That same homepage does not really have a content-driven look and feel. "That is because 70% of the visitors come via Google," Huisman explains. "So why then a homepage that loses too much of its feeling with the legal world? With art on our homepage we want to show that we are a little bit different.”
Time for a prize; the annual B2B Marketing Award. It rightly went to DeliXL with Foodreporter . An interactive platform for the hospitality industry, with stories about events, innovative ideas and products, rising cooking stars and so on. Marco van Davenhorst of DeliXL: “On Foodreporter we do not tell our own story, but offer a platform to people within the hospitality industry. We say: we have the audience and the stage, so if you have a story we will come by; speak.” 20% of the content is paid content. “We facilitate conversations with the right people for companies. Create a shareable story about their brand, ensure views and likes, involve the right people in their story. To make their brand loveable.” However, the platform does not serve as a cash cow. The goal is vietnam phone data to increase brand awareness around the DeliXL brand. “We are mainly known as a supplier for healthcare institutions and yes, that is also our largest market. We only have a small share in the hospitality industry, and that is where we want to grow, that is where we want to expand our network.”
Think like Google
“Think like Google.”
“Think like Google.”
That worked. Influential hospitality figures talk about Foodreporter and more and more chefs and other food and beverage bigwigs are following the platform. Result: DeliXL had a market share of 5.15% in the hospitality industry and that has grown to 7.5%. Despite the fact that the market is at a zero line, with volumes declining. So impressive. And all that in exchange for two cameras of €150, two microphones of €40 and a WordPress website of €1200. Furthermore, there are three employees (25% effort per week) and three interns (50% effort per week). Everything is managed in-house, so nothing is outsourced to third parties. Another confirmation of the trend that companies are increasingly acting as publishers, certainly also within B2B. “Think of Oprah”, Volpe exclaimed earlier. Referring to the enormous media company that hangs behind her name. Tip from Davenhorst: “Talk about what your target group is talking about, and not about what you like to talk about. Think like Google. First sow reach and brand awareness and then start making money. Traditional market development no longer works.”
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