2020 reminded us that human movement is the touch-paper of global pandemics - the very movement that is Out of Home’s greatest currency. As a nation paused, we could not. Outdoor advertising faced its greatest challenge. We had to react to the now, but we also had to prepare our clients for the next.PML Group seized the opportunity to help clients navigate rapidly changing consumer actions through Now Near Next, a data-led B2B marketing initiative. It drove the OOH agenda in 2020, generated revenue, motivated our clients and protected our business and people through a tumultuous period.unprecedented times.
At Allianz we wanted to increase our online sales to our key SME market via our brokers. We started by identifying the correct broker audience to target and understand the needs and challenges of this group. From research we identified broker decisions are often based on return on their time invested in generating quotations, provider efficiency, trust, and expertise, so this became the focus of our B2B marketing strategy. We leveraged expertise from across our business to implement this strategy. This integrated approach resulted in Allianz substantially out performing all digital B2B targets and commercial objectives during 2020.
This B2B campaign for SME's from An Post, working with our B2B agency Javelin, exceeded every expectation. We created a clear strategy - focusing on their needs and ambitions, driving sales +212% YOY , while creating a support structure to keep SME's trading with ecommerce throughout the pandemic. The media strategy was highly targeted, the creative empathic and inspirational. Most importantly recruitment of SME's increased by 168% across small and new ecommerce businesses all over Ireland, fulfilling An Post's vision of being there to support all businesses of all sizes, at all stages.
At Deloitte, making an impact that matters is what we do. During a global pandemic, that took on a whole new meaning. Making meaningful connections is key to our firm’s success. Bringing the most critical insight and services to Ireland's business community is always at the heart of our strategic ambition, but never had it become so fundamental. Introducing ‘the heart of resilient leadership’- our response focused around the challenges that individual Irish businesses would face, and provided a spotlight on leadership, and the resilience needed to guide organisations through these unprecedented times.
Few could have predicted the challenges Irish businesses would face in 2020. Through a series of targeted marketing campaigns, Skillnet Ireland engaged with the business community, offering a series of impactful business supports and conversion programmes. By focusing our marketing campaigns on the needs of our core business audience, we were able to promote the value of upskilling and drive increased take up of our upskilling programmes and other business supports. Our B2B marketing strategy included developing bespoke programme brands which were activated through print and digital advertising, website features, digital collateral and social media content, delivering on our goal of engaging and successfully supporting this typically hard-to-activate audience.