Feeling chill?
Hello, and welcome to the September edition of the SLG Agency newsletter.
There’s a chill in the air, the leaves are falling, and the pumpkin spice latte is back (apparently), so we must be approaching the end of the year.
There’s no let-up in marketing-land, however, as focus turns to delivering those final projects, setting budgets for 2025 and making sure Q1 campaigns are ready to go. With that in mind, this month’s lead content focuses on what brands should be keeping in mind as they gear up for growth next year.
Winning the boardroom battle and ensuring that marketing is (rightly) seen as the essential business-growth function, is the perennial challenge at this time of year. If you’re up to your eyes in plans and figures, there’s plenty of similar content on the SLG Insights hub on our website – we’re always happy to chat, too.
Enjoy the articles.
Entertainer or educator; have you got the balance right?
It’s almost Halloween, so how about an early scare??According to ‘hot-off-the-press’ research from LinkedIn’s B2B Institute, the average B2B digital advert is only viewed for 12.3 seconds. So, that splashy five-minute film you’ve just commissioned might not be the best thing to live ‘in feed.’
It gets worse; according to eye-tracking data from MediaScience, of that 12.3 seconds, the audience only pays attention for 3.7 seconds and switches their attention 2.4 times. Yikes…??As always, in adversity comes opportunity, and the B2B brands that are able to entertain as well as inform are at a huge advantage – and in tricky economic times the possible commercial gains multiply.
This is a phenomenon that’s becoming increasingly prevalent; particularly as younger audiences, that are more cynical towards traditional advertising messaging, advance in their careers to the point of being decision-makers and budget-holders.
Here, our Account Director Milica Trifkovic takes you through how to strike that balance between entertaining and selling, something to consider as you set your plans for 2025.
The Horizon is almost here…
We can tell you what’s really scary… heading into a ‘boom’ period for the market and being left behind by your peers. The kind of thing to wake you up in a cold sweat in the middle of the night.
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One surefire way to avoid that, is to arm yourself with the intel you need to win the day on strategy (and budget) internally. That’s what our annual Horizon report does, the only survey of its kind to take the pulse of construction marketers, who represent brands from across the supply chain, to gauge their confidence and assess their plans into the new year.
?We’re offering exclusive access to contributors to this year’s survey from next week, and to the rest of the market thereafter. Want to secure yourself early access? Simply download this year’s report and we’ll be in touch: https://www.slg.agency/horizon-2024/
A new campaign – with no need to wait
It’s always exciting to see new work out in the world – particularly when you’ve helped from the original concept to the tactical execution.
Through in-depth research and key insights, we redefined a new brand position for CMS Cepcor and then further enhanced it into a creative brand campaign entitled 'Wait for Nothing'.
The execution is a series of ads featuring a customer ordering for the first time and then experiencing the speed at which CMS Cepcor processes, packages and despatches its products - arriving to site, out of the blue, and in a multitude of scenarios. The original hand-sketched storyboard was brought to life with incredible accuracy by the creative and production teams on site.
Check out the full creative, including brand refresh (also delivered by SLG) here: https://www.slg.agency/portfolio/cms-cecpor-brand-refresh/
Keep your eyes peeled – SLG out and about
It’s a busy period for the agency as we head into quarter four. Here’s some things to keep an eye out for:
?·?????? The team are attending, and supporting, the Construction Inclusion Coalition’s first annual summit, the Coalition in Conversation event this week
·?????? Our MD, Ryan Jones, will be a guest as part of the launch of the new ‘Build Up’ podcast, discussing the importance of audience in the brand development process
·?????? Ryan will also be a guest on the popular ‘Own the Build’ podcast with Paul Heming , with the episode due out in November
·?????? We’ve been busily putting the finishing touches on our CMA entries this week - so keep your eyes peeled for next month’s shortlist - we will be!
·?????? There’s also a few more exciting account wins to share, too