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B-to-B Marketing Fact Pack 2015

Blog B-to-B charts-smallerwithheadersThe Fact Packs produced throughout each year by AdvertisingAge are great at-a-glance resources for keeping up with the ever-changing advertising world. The B-to-B Fact Pack was just released in October. Peebles Creative Group is always trying to make life just a bit easier for our clients, so we’ve recreated some of the most helpful infographics and posted them here for you.


You’re welcome.


Peebles Creative Group has over 18 years of experience acting as strategic marketing and brand advisors for business-to-business and business-to-consumer organizations. Check out two of our clients that are doing a great job with B-to-B marketing.

Grow Licking County CIC


The City of Delaware




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A Creative Recharge

Colorado ImagesAs designers, we do NOT want to become just pixel pushers. We are problem solvers, innovators, the guide to a beautiful and functional design. Creative block is always a scary possibility for any creative person. Personally, traveling and seeing new things are ways I gain inspiration. I recently visited the beautiful state of Colorado and discovered beauty in many forms.


Denver was an art mecca at the foot of the Rockies. Art is present all through the Mile-High city. You couldn’t turn a corner without gazing upon a graffiti mural or rummaging through hand-crafted goods sold at nightly bazaars. The Denver Art Museum boasted seven floors of breathtaking art and a massive sculpture of a dustpan and broom called “Big Sweep” by Claes Oldenburg and Coosje van Bruggen.


Driving all over Colorado I visited some magnificent views made by
mother nature herself. Hanging Lake, accessible through a mile hike straight up a mountainside, was the highlight. The crystal clear blue water and hanging gardens seemed to take life from a painting.


We all have different ways of unwinding.
Here are 10 steps to recharge your creativity from


1 – Embrace uncertainty. In the words of philosopher Erich Fromm:
“Creativity requires the courage to let go of certainties.”


2 – Erase and start over. Sometimes a fresh take will make all the difference.


3 – Dare to go against the norm.


4 – Brainstorm efficiently. Work without distractions or in an environment that nurtures new ideas.


5 – Get a different view.


6 – Think like a child, play like a child.


7 – Expand your resources. Practice in a medium you don’t normally.


8 – Meditate and focus your mental energy.


9 – Indulge yourself (One of my personal favorites)


10 – Build your creative muscle. Collaborate with others and share ideas. Think outside the box.



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Want more from digital ads? Consider pre-roll.

As often as we can, we include pre-roll ads as a portion of our digital advertising recommendations. Pre-roll ads (those short commercials that precede a video) can be 2.5 times more effective than banner ads. We recently finished a pre-roll campaign for COSI’s Top Secret exhibit, watch the video ad here.


Twitter is rolling out a new video ad program that lets brands buy pre-roll slots that appear before organic videos. To learn more about Twitter pre-roll, Ad Age sat down with Twitter Amplify Boss Mike Park for a Q&A.


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Digital Advertising Success

Digital advertising is as stable as almost every marketing plan we craft. Plus our creative team has great skill in designing these small but powerful ads….like this anniversary ad we just completed for Black Wing Shooting Center in Delaware, Ohio.


As for digital advertising success, we monitor our digital campaigns weekly with clients to see what’s works and tweak what needs to be improved. If you’re just getting started with digital advertising, this article from MarketingProfs provides some insightful guidelines.


If you want to make sure your ads are seen by the right audience, it’s time to combine some digital marketing tools and strategies that make targeting (almost) as successful as selling hot chocolate at the ice rink.



1. Behavioral Targeting

Traditionally, digital marketers have targeted places, not people. To reach young affluent mothers, we advertise on a mom blog. However, that approach ignores the rest of a mom’s internet experience. Behavioral targeting solves that problem by letting you advertise to one user profile across multiple outlets and channels. The profile—in this case, young affluent mothers—is based on thousands of attributes derived from Web searches, browsing patterns, multivariate testing, and other actions. Behavioral targeting is a logical first step to improve the accuracy and efficiency of your advertising campaigns.


2. Use Offline Info Online

When you’re targeting people online, offline data can help distinguish your real audience from the crowd. Offline data vendors can provide location data, in-store purchase histories, political donations, census data, and other information that behavioral targeting may exclude. That data is powerful because it can answer very specific questions. For instance, if you want customers to buy drill bits from your store, you want to target people who have purchased power drills from a brick-and-mortar location. Offline data can identify those people.


3. Device Matters

When you’re target consumers who own a smartphone, tablet, and desktop, which device you also target makes a difference. If, for example, your fast food chain wants to advertise breakfast coupons, don’t bother serving them on desktop. If people are sitting at a desktop computer, they’re probably at work, post breakfast, and they don’t want to print a coupon just to get a dollar off fast food. If people are going to use your coupon on the go, then target mobile devices. On the other hand, if you sell B2B software and want people to download your freemium product, target desktops. Just make it as easy as possible for your audience to take action.


4. Viewable Impressions

To guarantee that real people will see your display and video ads, buy viewable impressions. Cost-per-thousand (CPM) impressions and cost-per-click (CPC) models were always a gamble because fraudulent bot traffic was rampant and ad technology couldn’t tell whether ads were actually seen by visitors. With viewable impressions, you are charged only if the ad appears on the user’s screen for a minimum standard duration (display, 50% of pixels for one second; video, 50% for two seconds). And bots cannot deceive viewability technology. However, because viewable impressions are relatively new, many ad services will sell viewable impressions only at the industry minimum. So, be sure that you can buy guaranteed time slots (e.g., 5, 10, or 20 seconds) from your provider, especially if you plan to run video ads. With a 10-second slot, you’d be charged only if your ad was continuously viewable for 10 seconds or longer. What you pay will reflect the amount of time your audience spends with the ad.

* * *

Because online identities and motivations are complex, reaching your audience on the Web can be difficult. The more services, products, and information people seek on the Web, the more challenging it becomes to distinguish your audience from the crowd.


Metaphorically, you want to be selling hot chocolate at an ice rink to freezing-cold people. When you combine behavioral and offline data, target by device, and pay for viewable impressions, you create the best odds of doing exactly that.


Read more here



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Logos…think bigger

When a company so prevalent that it has become a verb in our common vocabulary changes its primary mark, eventually every computer, smart phone, tablet, watch, car console, whatever-user is going to see it, and probably have an opinion about it.


Recently, Google introduced a new logo, owning that, “This isn’t the first time we’ve changed our look and it probably won’t be the last,” and with the accessibility of social media, anyone and everyone can make their thoughts on the matter known. When I submitted my vote to an AdAge poll, I saw that 28% voted, “I love it—so uncluttered!,” leaving the majority at 71% saying, “I hate it—Fisher Price wants its look back.”


I am definitely a Google-loyalist and latched on to it in the early days as my browser-of-choice thanks to all the white space on the homepage. In a world with cluttered options like Netscape, Yahoo, and AOL, Google was so refreshing to these designer eyes. These days, I most often see the logo in the corner of my gmail inbox, and it seems like most often that space has a Google Doodle instead, and it’s rare to see the actual logo. I always enjoy the constantly innovative ways the logo can be reconfigured to fit holidays and important events while still reading as “Google.” The doodlers take a lot of liberties with the typeface used to spell out Google and often use totally different characters than in the main logo, but sometimes the true mark is present in the illustration. It will be interesting to see if some of the personality of the old logo, with its quirky lowercase “g,” will be lost in doodles going forward since the new typeface is more streamlined.


Just like many of the doodles that hint at the brand, the four simple dots that are a part of the new identity system still come across as “Google” without any characters at all since they’re just the right brand colors. To me, that sums up the power of a brand. Unassuming shapes as basic as circles can still communicate quite a bit with the right branding behind them. It’s a concept even my two year old knows since she yells, “TARGET!” every time she sees their two red circles, even if we’re not making one of our many Target runs and just diving by the store.


My favorite site for new identity reviews is Under Consideration, and I think they sum up the change well by saying of the old logo, “We currently think it’s good and many are mourning its demise not because it was a great piece of design like the IBM logo but because we’ve grown so accustomed to it that anything different is an assault on what we know to be dear and true on the internet. To me, it was about time for that logo to go away.” The post goes on to say, “This ‘boring’ solution is safe and almost expected but it’s extremely appropriate… The official, short verdict from me is that this is great. Really great. It’s not a groundbreaking logo but it doesn’t need to be.”


What do you think of Google’s new sans serif and still primary-colored mark? Love it? Hate it? Find it meh? Since the internet is full of opinions on the change, I’ll save you some Googling, and here are a variety of perspectives:      <>



Outdoor from a designer’s point of view

BHOFG-billboardOutdoor advertising is an integral part of most marketing plans. It’s an effective medium…if done correctly. But many times clients may want all the information that is on their print ad to also be on the billboard. The problem is, on average a viewer will spend 4 seconds looking at your message which makes it impossible for them to digest all that information. With digital billboards you are also sharing time with other advertisers in a rotation, so actual viewing time may even be less. So long story short… Messages need to be simple but impactful.


COSI-THOR-BillboardI happen to pass 3 different digital billboards on the way to and from work and have a firsthand view of messaging that is impactful and messaging that isn’t. The great thing about digital billboards is that your message is much easier to adjust, revise or replace if needed – you can also run multiple messages during a campaign week so that you’re getting the most of your media buy plus with multiple boards you’re not asking one billboard layout to do too much.



If I see one of the billboards that we created that could be better, we have a discussion when I get into the office, revise the art, show the client, and send over a new JPEG for them to add to their rotation within minutes. Easy peasy.