The Empire State Building - a masterclass in Connected Marketing for almost 100 years

Anything can be a brand – a business, a person, a building. ?The Empire State Building in NYC, built in the early 1930s, represented the technological prowess and strength of the US. ?It was the tallest building in the world for 40 years before the first Twin Tower was built in 1971. When you enter the building, the history is all around you, the story behind the world’s tallest building built in record time, the endeavour, the determination, the strength, the Art Deco. ?A reminder that if we put our mind to something, anything is possible. ?Whatever dreams you have, they can be followed, and achieved.

A reminder that brands must be authentic to be believed. ?What a brand promises, it must deliver. Brands have the power to connect with their audience and, indeed, at times, disconnect.

To maintain a brand's power to connect, a brand must have: ?

Clarity … of purpose, what they stand for (in the case of The Empire State Building a beacon of strength and a ‘can-do’ attitude, and now a beacon of celebrating diversity and inclusion), what sets them apart and what they are prepared to be judged by

Consistency … of brand experience, at whatever point you interact with the brand, it is always the same (whether that is speaking to reception, looking at the views, or being escorted in the lifts to the observation levels) ?

Continuity of communication … always there, consistently reminding you.? The Empire State Building 'Tower Lights' light up celebrating holidays, festivals, countries, the NY Knicks playing at home - all resonating with different audiences at different times. And as seen here, on 8th September 2022, the tower lights shone purple in memory of the late Queen Elizabeth II.

Creativity … ?connecting with you and reinventing that connection whilst maintaining it. The Empire State may no longer be the tallest building, but it is the tallest Art Deco beacon in the world, celebrating diversity with its dazzling chameleon light show shining out for all to see.

In Emberson, we call it Connected Marketing.?In B2B, once the brand has been created and visualised (often through a website) and the digital communication platform created, there are 5 continuous elements of Connected Marketing:

FIND more of the right people that you want as prospects, future employees, stakeholders

CREATE campaigns that will connect to your audiences

ENGAGE your audiences through campaign deployment

EVALUATE campaign effectiveness, ROI and prospect behaviour

PASS the most engaged leads to the sales team, supporting them with the tools they need to open conversations further and close the 'deal'.

Connected marketing must be relentless. In B2B, where client-side departments are often small, the support and resources from a trusted agency that understands and can help with connected marketing is key to success.

Emberson helps B2B companies build brands that win more business, faster. We seamlessly connect brand creation, marketing and lead generation to create integrated campaigns that attract and convert more and better prospects, continuously.?

Get in touch to find out how our connected marketing approach could help your business grow.?

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