A print ad in this day and age? Well, sort of.

As our client Unimax is about to launch an exciting new product, we helped them create a teaser email that they’ll blast to their mailing list today previewing the upcoming announcement. It was fun, partly because it was reminiscent of the days when we cranked out print ads on what seemed like a daily basis. Real old school formula — headline, visual, killer copy.

With print seemingly near extinction, there are not many requests for marketing and design calling for this unique skill set. Is it a dying art? Or will it make a comeback? In Unimax’s case, it will definitely get the job done.

 

 

Splunking: impressive messaging all B2B marketers should aspire to.

While working on a recent B2B marketing project for a software client, I checked out Splunk, a provider of operational intelligence solutions. And I must say, I was totally blown away by their messaging. I can’t say that I’m a IT Director or CIO (their prospect I’m guessing), but I’ve gotta say, their approach is dead brilliant. In literally under 30 seconds, I completely get what they do technically on two important levels:

1. Emotional (‘Listen to Your Data – It’s Trying to Tell You Something’)

2. Intellectual (showing their awesome dashboard in the video)

That’s pretty impressive. Plus they support their claim with business case arguments, which are also backed up with impressive big brand case studies. If I were a director or C-level prospect, I’d be picking up the phone, I’d want to know more.

Am I being overly naive here, or should we all be taking a lesson from this? Splunk simply follows B2B marketing principles to the letter. In my 30-second first impression, they did not mention a single feature, only big picture benefits. They told me what they could do for me (benefits), not how they do it (features).

I’m offering this short post here today, only becuase  it’s rare to see such well-executed B2B communications such as Splunk. While I don’t give them huge kudos for their aesthetic design, the brand approach from a messaging standpoint was literally flawless. I know nothing about operational intelligence solutions, yet in less than a minute I can see what a cool solution Splunk offers.

That’s a principle all B2B marketer should aspire to.