It’s not that often that I get excited about B2C marketing. I spend too much time living B2B and B2G. But I”m always a big believer in direct approaches. What Domino’s Pizza is going is pretty incredible. You may have caught their new TV commercials in between fast forwards on your DVR.

Watch their video where Domino’s really beats their pizza up.

Read the Bnet interview with Russell J. Weiner, Domino’s chief marketing officer.

Marketing materials are an important part of the sales process for most B2B and B2G companies. But not all companies, even the ones selling high end services and solutions, meet the challenge. Here is part two of the recent article, 8 Reasons Why Collateral Still Matters.

Regardless of what you call it—marketing materials, sales collateral, leave behinds, sales tools—collateral still works. Collateral still influences purchasing decisions, distinguishes brands, tells stories and communicates competitive differentiators. Collateral matters. Here is part one of 8 reasons why collateral still matters at Designerscouch.org.

Read Q2’s Becky Sheetz-Runkle’s Challenging Government Marketing Myths and Reaching Buyers in the influential MarketingProfs @ http://www.marketingprofs.com/articles/2009/3092/11-tips-for-challenging-government-marketing-myths-and-reaching-buyers#

We’ve been focusing on a favorite topic of mine—branding for government contractors. I’ll be the first to tell you that revenue generating initiatives are of greater value in a down economy than branding efforts. But federal contractors are different. Generally speaking, they tend to lack the strong brand identity and recognition of their commercial sector counterparts. Only, unlike their commercial counterparts, successful government contractors, with a greater immunity to the recession, can afford to make the investment in brand building now. 

Building or maintaining a strong brand should be an important short and long term revenue goal for your company. Especially in a recession. But for many federal contractors, the time, attention (and money) dedicated to this initiative fall short. The reasons for this are many and range for too much emphasis on set-aside status, to a desire to make marketing materials look and sound like other industry players. For example, many small government contractors want their marketing materials to sound like Lockheed Martin or CSC, but of course don’t have the marketing budgets of the big boys.

• What is unique about my organization or brand in the context of the industry as a whole?
• Which of these factors are most important to my clients and prospects?
• Which of these factors are most difficult for your competitors to imitate?
• Which of these factors can be most easily understood by my prospects?

1. For the brand to be effective, it has to be unique.
2. For the brand to make an impact and be memorable, it has to be clear and compelling.
3. For the brand to generate revenue, it has to foster a sense of ownership by my clients, partners and employees.
4. For the brand to be credible, it must be believable.

Check back soon for more of what works and what doesn’t in branding for government contractors.

• Webinars
• Seminars
• Speaking Engagements
• White Papers

[Tech Marketing Feature] It’s taking longer to close sales than it did this time last year, or even earlier this year. Many companies are making decisions more slowly. There’s a good chance your company is among the slower movers. When possible, companies are purchasing more incrementally, putting a toe in the water to purchase only what they believe they need. Buyers are decidedly risk averse. We know the economy is to blame, but it’s time to be proactive. What do we do about it?

The good news is that opportunities still exist. But while it’s taking longer to move prospects through the funnel, marketers need to put programs in place to impact these lengthening sales cycles—today. Here’s how:

1. Continue your direct marketing programs. Now more than ever, you need to communicate consistently with your buyers and prospective buyers. Resist the knee-jerk tendency to cut this aspect of your marketing budget. Your clients need to keep hearing from you. They need to know that you’re solving problems for companies like there’s. They need to be able to trust you with their money and time. And they need to know that you’re a source of stability, not risk. Well executed ongoing direct marketing programs can help you accomplish this. If you make the mistake of going silent, your buyers will go to a competitor that’s still making noise.  

2. Maintain and boost credibility. Help prospects and existing clients feel good about purchasing from your organization with a credibility, or public relations program. Credibility can appear in various manifestations from bylined articles and blogs to coverage in trade and news press. Awards for financial excellence or leadership can also be important. Make sure you leverage this credibility and your prospects and customers are aware of it. Ask yourself what mediums your organization and key players should be featured in to impact your buying base. Then map out a strategy to do it. Tie your credibility programs in with your direct marketing program for maximum synergy.

This is no small undertaking. If you are serious—and smart—about public relations, it can yield very big returns. PR takes time, strategy and talent. Expect PR budgets to be cut. This is a good thing for those of us who continue to diligently make an impact with credibility programs.

3. Lead with cost savings. There is no better time to lead with ROI and cost savings than when spending tightens among your buyers. If this benefit applies to your offerings, are you leading with it? If not, buyers will pick competing products or services with marketing messages that clearly offer a tangible return on investment. Of course, this won’t apply to all products and services, but to the extent you can save money and time, make that message clear.

4. Let your clients talk for you. Another way to overcome your audience’s potential fears of risk is to leverage your client base and let them do the talking for you. Peers can communicate your value proposition much more effectively and meaningfully than you can. Use testimonials from your biggest fans and make sure they are featured prominently in your marketing materials and mediums. Video testimonials are even better. There are many clever ways of making these testimonials work, from having them on your home page or blog, to linking from YouTube.  

5. Don’t be a loser. Everywhere I go I talk with executives who have had to lay off employees, talented professionals who’ve gotten the axe, and sales and marketing experts who are feeling the pinch. But generally, there are two responses. There’s pity and foreboding in one corner. Then there’s optimism, will and drive in the other. As a marketer for your business, keep those stark contrasts in mind and always remember that people want to surround themselves with winners, trust winners and give their business to winners. In all of your marketing activities, create programs worthy of a winning company, and harness the attitude of a winner.

6. Get with the strategy. What do you want to communicate about your company, products, etc? Is it your ubiquitous market penetration, dominance in an industry, product innovation, new line of business? If you’re going to be true to your goal of moving prospects through the pipeline, you need to be strategic in what you’re telling your audiences and why. Make all the programs you’re putting in place hit hard on that theme, and do it consistently, creatively and in a way they will remember.

Keep this strategy in mind and lead with messages that matter, consistently, and in meaningful ways. And watch those slow movers pick up the pace and decide to give you their business. Just remember to track the programs you put in place and the status of that pipeline so you’ll be able to demonstrate that those cycles shortened because of your marketing insight.

One more note from today’s Washington Technology newsletter. The same slowing trend is occurring with mergers and acquisitions. Read more here: http://www.washingtontechnology.com/print/23_16/33816-1.html.

Right about now, it can be easy to let ourselves get down. From the most recent Dow drop, to our shrinking 401k values, to having our marketing budgets either slashed or frozen. Sometimes the silver lining is hard to find.

Clients, colleagues and friends—even the optimistic ones—have shared that they’re bracing for a difficult 2009. Their venture capitalists are cautioning them to be very careful with spending. Tech service providers in the financial services sector are expecting—though not yet fully experiencing—repercussions. Manufacturers aren’t reimbursing marketing spending as they have in the recent past.

The bottom line: many are hoping to finish 2009 with flat growth.

But as marketers, we have the power to create success and drive revenue for our organizations. We have the potential to represent differentiators for the companies we represent. 

Six Ways Marketers Can Create Corporate Success

Tomorrow is uncertain, my fellow marketers. But some things are for sure. In uncertain times like these, we need to double back and remind ourselves of the certainties we do have. We know what we know and the principles of sound marketing remain the same. Marketing will still drive revenue growth. Profits are still being made—and they will continue to be made. Smart, innovative, well-managed companies will succeed. Some will flourish. Here’s howe we can drive our companies to come out ahead:

1. Remember the basics.

This is also a euphemism for “keep it simple, stupid.” The basics of tried and true tech marketing are the same. They’re even more important when budgets tighten. Now more than ever, you must demonstrate your value proposition in a way that differentiates you from your competitors. Revisit your company’s high level messaging. Is your value statement compelling?  Be clear and motivational in leveraging past performance. Now more than ever, talk about ROI.

2. Be positive.

Some days this is easier than others. (Has the Dow dropped since you began reading this?) But it’s important for us to focus on the positive. Focus on our achievements corporately and as marketers. No one wants to work with losers. No one wants to be surrounded by negativity. If you tend toward negativity or could use some positive reinforcement, Napoleon Hill’s timeless Think and Grow Rich is a fantastic motivator.

3. Innovation breeds longevity.

In addition to leveraging the power of basics and positivity, be innovative in your marketing strategies and execution. If you have a smaller budget, you’re probably being called on to do just as much as you did when you had more. That’s going to call for some creative thinking. This is where smart marketers can really shine. And it’s where hand-wringers fall flat. Insert your own cliche about rubber and road, wheat and chafe, etc. The point is that this situation presents an opportunity for the exceptional among us to excel. 

4. Toot your own horn.

There’s no time more important than now to shine a spotlight on the achievements of your marketing department. Temping trends in corporate marketing, even at the senior level, are at an all-time-high. Need a better reason? To demonstrate your wins, you absolutely need to have quantification strategies in place for your programs. Learn more about executing measurable marketing programs here: http://www.marketingprofs.com/7/four-tips-building-quantifiable-marketing-programs-sheetz-runkle.asp

5. The trust factor.

When times are tough, there’s turnover. Keep up with colleagues who move on. The plethora of social media outlets make that easier than ever before. You never know from where you next career opportunity will come, or how your paths may cross in the future.

6. Be a resource.

Commit altruism. Help people. Be a resource for colleagues and friends. Connect people with other professionals, information, products, etc. Keep your eyes on the big picture and the actions you take on behalf of others will come back to your benefit—in one way or another.

Check Q2’s Technology Marketing Blog frequently, or subscribe to the feed for more regular features on current tech industry trends and what marketers can do about them.