by Yannis Marcou 
|August 19th, 2010
News International Commercial launched a week-long campaign to boost brand awareness of The Sun amongst planners and buyers from London’s top media agencies.
The strategy was for 5 days to immerse the audience into The Sun brand, to engage them with daily entertainment and to present them with cold, hard success facts about the newspaper. The campaign was extremely targeted and included product sampling, daily quizzes, prize draws and plenty of factual information. Skyron created, hosted and supported all the digital assets including 5 quizzes, registration, winner selection facility and a series of email announcements and reminders starting a few days before the campaign kicked off and ending a few days after.
The B2B campaign was extremely well received with over 75% of people visiting the microsite registering for the daily prize draws.
by Yannis Marcou |August 12th, 2010
We have been commissioned to create some engaging interactive advertising for a global B2B brand that will run on a publisher’s iPad application. Having spent some time reviewing the best and most adventurous advertising on iPad apps it feels like we are back in the late 90s when a few pixelated GIF banners went on to profoundly transform the advertising industry. At the moment most iPad app ads are simply print ads that magically rearrange themselves when the iPad changes orientation. Some brands have started experimenting with more interactive formats but so far they are the exception.
The opportunity for B2B brands is enormous
Demos of solutions or products are very often a critical part of the B2B marketing and sales process of many organisations. But what does it take to stick a prospect in front of the product/solution demo you spent days creating? If you go through your usual sales process it might take months of hard work to set up the demo meeting; if you advertise on your industry’s portal, you’d be lucky if more than 0.3% of users click to see your online demo; if you try to gather a crowd for a Webinar, the reach is extremely limited.
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by Yannis Marcou |June 29th, 2010
The Sun Classifieds team are targeting the recruitment sector with a new message and a lead generation campaign. At the heart of the campaign is the microsite designed and built by Skyron.
The purpose of the microsite is to communicate the wide and diverse readership of The Sun, to share insights about reach and engagement and to encourage new business enquiries. The microsite’s rich interactive content has been composed to resonate with and appeal to professionals in the recruitment industry.
Visit: www.themisconception.co.uk
by Yannis Marcou |May 25th, 2010
Good branding, relevant content and clear navigation lead to valuable user experiences that can drive revenue generation.
Within two months from launch, the Baker Tilly International website (designed, developed and supported by Skyron) landed a substantial new business opportunity. A Global FTSE 100 company looking for tax compliance and advisory services in 25 European countries reviewed Baker Tilly International member firms’ relevant credentials on the new website. The experience and content provided on the website were compelling enough for the prospect to contact Baker Tilly International and initiate discussions, despite having little previous knowledge of the accountancy network.
The purpose of the website is to capture new business and interest and channel these to the appropriate Baker Tilly International member firms around the world.
by Yannis Marcou |April 23rd, 2010
I used to like the sales funnel. It made sense, was easy to understand, and had universal appeal. Unfortunately, the sales funnel has had its day. The world of marketing and business development has moved on and the funnel is not an accurate representation of the sales process anymore. Here are 3 reasons why:
It’s a one way process
Some people do remember to add the last bit at the bottom that says “repeat”, but very few remember to act on it. And considering the comment we often hear from marketing directors, “we could do a lot more to reduce churn”, the funnel definitely points in a single direction, and that’s down.
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by Yannis Marcou |March 16th, 2010
Just like in the B2C world, pull marketing could easily be every B2B marketer’s fantasy. The appetite for pull marketing is out there but not many people understand it and worse, they label it as “viral marketing”. Everyone with a marketing budget wants a bit of viral. In B2B viral fantasy world the marketer commissions the campaign to an agency, launches and then sits back and watches the eyeballs roll in. Reality is much harsher.
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News International Commercial launched a week-long campaign to boost brand awareness of The Sun amongst planners and buyers from London’s top media agencies.
