B2B Marketing Blog
December 2007 Archives

Christmas emails - death by a thousand cuts

December 21, 2007 7:54 PM | By Joel Harrison
We’ve talked a lot recently about the evolving nature of B2B direct communications, and how email may be gradually taking on the ‘junk mail’ tag from post. Whilst this is certainly still a moot point – particularly for the email service providers – perhaps we can use the issue of Christmas marketing messages to gain a glimpse of the future. The reason Christmas is relevant for a communications comparison between many different companies is that everyone is talking, and everyone is saying pretty much the same thing: ie. “hello, thanks for your business this year, please stay in touch next...
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The changing face of british business?

December 20, 2007 8:44 PM | By Richard Bush
When we do Brand workshops with clients we often include an exercise designed to help them to identify the character they want their brand to portray and I think today I've spotted a trend. During the exercise participants are asked to choose two faces, one that represents how they feel the brand is seen now and the second, to represent what how they would like the brand to be seen. The actual faces are not that important its about the differences between the two faces. Invariably the changes in perception they wish for include: to be more open / accessible to...
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Eurostar: Je ne regrette rien

December 18, 2007 7:37 PM | By Joel Harrison
I make it a point of not naming and shaming, or of moaning about companies who don’t want to play along with my agenda, but I’m going to break this rule for Eurostar. As you may have noted from recent blog posts and articles, I’ve been a massive admirer of Eurostar’s new channel tunnel rail link, its terminus at St Pancras and the opportunity this presents for it in marketing terms. Which is why I wanted to talk to them about it – indeed to sing their praises. So I approached them, asking for a ten minute telephone interview with...
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All aboard for a new era of marketing to business travellers

December 6, 2007 3:37 PM | By Joel Harrison
The latent train-spotter in me has been well and truly seduced by the hype surrounding the new Eurostar terminal at St Pancras. But whilst I’m bowled over by the images of sleek super-fast trains beneath the magnificent neo-gothic wrought iron roof, I’m really looking forward to how Eurostar leverages all the good-will and enthusiasm to target business travellers. I’m genuinely thrilled that St Pancras has been given a new lease of life – its façade used to fascinate me as a child, more like something out of a Germanic gothic fantasy than a train station, sitting out-of-place and semi-derelict amidst...
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