In order to stay relevant to customers and the changing times, brands undergo a variety of transformations ranging from logo redesign to changing marketing direction. Having an effective digital marketing plan can especially aid a company in having a successful turnaround. Utilizing an existing social network or fan base along with creating unique and engaging content can greatly help any business achieve its objectives. The following are examples of B2B brands that successfully changed and succeeded online:
1) General Electric (GE)
To the average consumer the GE brand is synonymous with appliances and industrial manufacturing, despite their expansion into healthcare, energy, capital services, and much more. Overall the brand was seen as boring or too vague because of their diverse holdings. In order to combat this perception, GE began a widespread campaign using not only traditional TV ads but cleverly utilized online channels as well.
GE wanted to rebrand themselves as imaginative innovators and thought provokers. Utilizing projects and contests such as GE Quest to challenge developers to improve current systems in healthcare and aviation. They also humanized the brand through the use of their social media accounts. On Instagram not only do they post striking photos of their various business sectors and employees, but also post inspirational and positive quotes. GE also produced a series ofweb videos titled “Unimpossible Missions,” documenting crazy experiments and further emphasis on their new mission of innovation.
Not to be confused with Volvo Cars, a separate divisionwhich was sold in the 90’s.In 2012, Volvo Trucks wanted to launch an ad campaign to generate excitement around their new line of trucks debuting later that year. Rather than promoting the usual factual data in brochures or trade shows, the company took a more B2C approach by filming a series of dramatic demonstrations called “Live Tests”, where the trucks’ new features were tested in unconventional conditions. Their most famous video, Epic Split, went viral and crossed over into pop culture circles. As a result, Volvo gained immense audience brand awareness, engagement and most importantly truck sales.
3) Maersk Line
As one of the world’s largest container shipping companies,Maersk initially used social media platforms as lead gen channels, much like any other B2B company. However, through the creative and active use of their accounts they were able to engage customers and employees. On LinkedIn, they addressed industry wide issues and promoted discussion on current shipping events with other ocean shipping professionals.Maersk also wisely used Facebook and Pinterest to proactively address bad press, such as the time when a ship struck and killed a whale.
Similar to GE’s brand image issue, Xerox, was known for copiers. To combat this Xerox redesigned its site andre-focused its content away from office machines, promoting its business by offering useful articles that offer business advice and highlight relevant news events. They also tailored their video ads, to reflect their focus on business services as well.
Adobe originally made its mark as a creative and multimedia software company. Their photo editing software, Photoshop, is so widely used that the terms “photoshopped” or “photoshopping” are commonly used in everyday speech. With their purchase of Omniture in 2009, they needed to expand their brand, shift market perceptions, and target B2B companies. Adobe started by utilizing Omniture’s site CMO.com as a content marketing hub to generate an audience base and brand awareness. They also extended it to humorous video ads, where they not only promoted their product, but its power to generate valuable insights beyond basic metrics like clicks and impressions.