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We CommunicatePowerful Messagesto Demanding Markets
comvort Annual Meeting in Hamburg
October 4 - 7, 2012
Workshop Looking for Synergy Effects:B2B Public Relations Competence in Our Network
Who we are and what we do
Full service communication agency with B2B focus professional competence in technology and IT
founded in 1986, owner managed
staff: 13 permanent and 4 freelancers
member of international networks and business associations
consulting, PR & Marketing for national & international companies
Tailor-made services branding, reputation management, (image-)positioning,
thought leadership campaigns
PR, media work, marketing, sales support
online-PR and online marketing, social media campaigns
corporate publishing, copywriting, website consulting
Full-Service Planning and Implementation
Sales support and marketing services
sales support: flyers,image brochures
customer mailings
customer and employee magazines and newsletters
event planning and organisation
lead generation programs
executive letters
Professional media work
personal contacts with journalists of trade, daily and financial press
issue management, agenda setting, storytelling
press events, interviews, press tours
online and social media campaigns
web content
outstanding text quality
Consulting &planning
positioning
image development and branding
market and target group analysis
communication strategy
defining PR measures
activity and budget planning
Core expertise: high-tech/IT PR and marketing
Content for different communication activities
PR strategies and activities
sales support
customer advocacy program
marketing flyers
mailings
corporate publishing
lead generation
social media
Taking Advantage: The Synergy Effects of Content Marketing
Our Current Customers
ActanoProject Management Software and Services
AKIPrint Management
ECA InternationalInternational HR Solutions
European CommissionVarious projects
Master Climate Solutions
MicrofinSourcing and Outsourcing
PanayaERP Testing
RumsauerHigh-tech Gardening Equipment
SAS Business Intelligence
SoftconCIS Procurement Controlling Solutions
TeldatNetwork and PBX Solutions
Trina SolarPV Panels and Solutions
TÜV SÜD Product ServiceTÜV SÜD Management Service
VersantExtreme Database Performance
Würth Phoenix IT Consulting and Solutions
B2B — B2C: The Big Difference
What is…
...Business-to- Consumer (B2C) PR?
…Business-to- Business (B2B) PR?
PR for decision-makers and users in companies, clearly defined target groups / target markets
users ≠ decision-makers, importance of decision-making-process within the company
user = decision-maker
PR for private consumers, usually very large target groups
emotional approach
rational approach
B2B Communication: Structures & Processes
Successful communication with B2B target markets
Strucures of the specific industry sectors
Decision-makers‘ information behaviour
Decision-making processes in companies
Decision-makers in companies
Adapting Messages to Objectives
Image Building
Sales Support
Recruiting, HRM
Investor Relations
Product PR
Corporate PR and employee matters
Corporate PR, Product PR focussing on financial news
Why do I want to communicate?
Corporate PR
Adapting Messages to Target Groups
Who is interested in what? Who are supporters/doubters? Benefits for each target group (example: CRM-Software)
Managing director
Controlling
IT department
HR; trade unions; data protection department
Specialised department
Investment security, stability, image
Return on investment, rentability
innovative, low-maintenance, compatible
Data privacy
User-friendly, increasing sales
Communication Facing Radical Change – Web 2.0
Transformer Web 2.0 everybody can publish
everybody can comment
everybody can create opinion
dialogue and participation instead of monologue
Consequences extreme acceleration
less possibility to control communication
large variety of communication channels
high transparency, „the web doesn‘t forget“
no more defined boundaries between marketing, PR and advertising
PR & B2B: comvort Business Opportunities
Public Relations and Business-to-Business Communication: Big opportunities to increase business!
Who are the PR and B2B professionals within the comvort network?
We should know each other
We can build PR and B2B sub-networks within the comvort network
We should exchange special know-how and experiences regarding
communications, technologies and industries
Other types of agencies within comvort (advertising, design, etc.)
should know the PR and B2B professionals to use these expertise
and professionalism for special PR and B2B projects
Let’s get started !
How can we strengthen PR and B2B agencies’ cooperation?
How can we bring awareness about PR and B2B communication
issues among comvort agencies?
Which structures and processes can be implemented to gain new PR
and B2B customers?
Which structures and processes might help to work on national and
international PR and B2B projects?
Which tools can we use to promote our PR and B2B competence
within the network (Annual Meeting, Infocast, Facebook private group,
eMails, conference calls, microsite, PR guide, B2B guide)?
Which tools can we use to promote our PR and B2B competence to
the relevant markets, to existing customers and potential customers
(mailings, newsletters)?
PR & B2B: comvort Action Items
Dr. Annegret Haffa, [email protected]. Horst Hoefflin, [email protected] Munich, Burgauerstr. 117
Dr. Haffa & Partner GmbH+49 89 993191-0www.haffapartner.de
We love to build a strong
PR and B2B community
within our comvort network!
Your ideas are welcome!
