Our project has been extremely successful, and it has stayed on schedule, too. The team we have been working with was very well prepared and got to know our business fast.
Advertising can easily be boring, and it doesn’t seem to interest anyone. Even if you had the right target audience, the messages are sometimes just painting a pretty picture without a real purpose, or about as exciting as watching the paint dry. The advertising agency is often the one to be blamed, even when it has just fulfilled the wishes of the customer. That’s why we believe at Bermuda that the great outcome comes from great cooperation. In every project, we deep dive to the world of the customer to fully understand what they are all about. This way we can create colorful stories that bring out and stir emotions.
The starting point
Telatek Service is a Finnish company offering high-quality installation and maintenance services operating in many industries, including energy, oil and gas, mining, metal, forest and marine. The customerships of Telatek Service are long lasting, but because the decision-making was divided to silos, expanding the customerships was challenging. Marketing and sales didn’t connect with each other, which was something we wanted to change together.
A crystallized story resonates
Bermuda was asked to create a new, to-the-point, long-term tone of voice with a clear story for Telatek Service to be used in their future marketing communications. Also, we were challenged to find new ways to tell about the value Telatek Service’s customers will get instead of only describing the technology itself. The new look had to be professional, depicting the attitude and the great team spirit of the company.
Bring out the emotions
The main problem of B2B marketing communications is often the fact that companies tend to give details only about the greatness of their products and services. But, to truly draw the attention of the customers, the company must give answers about how they are solving the problems and worries customers have. Companies should devote themselves to find out what these challenges and opportunities are. That’s why we asked who the real customers are – from the people working close to the customers of Telatek Service. During our workshops we were able to define the most crucial problems and opportunities of each specified customer segment. In addition, we found completely new channels to reach new customers.
Dare to be different…
The final key messages were perfected around the themes of anticipation, dedication and reliability. Stress, responsibility of safety and production pressure are everyday reality in manufacturing, and every minute of downtime costs money. In order to minimize unwanted surprises, it’s important to have a trusted partner who is familiar with the industry and machinery and knows exactly how to make production as efficient as possible.
…but don’t promise the moon
Marketing and sales must speak the same language so that both can always deliver their best. To accomplish that, the company promise, terminology, the tender templates and leaflets need to be planned carefully. That’s why we came along in the very beginning when Telatek Service wanted to productize a new all-in-one turbine service package. We created a sales material that is suited precisely to answer the needs of the target audience.
Thoughts from the Project Manager
Even though I know that speaking to someone personally and promising concrete things are vital, I have a fear on the behalf of the customer in the beginning of every project: do the people in the project realize the importance of the joint effort? Even though this kind of matters are common subjects to discuss with other marketing professionals, motivating the employees to create content is often extremely difficult. I was very surprised how easy all of this was with Telatek Service. We were able to create an inspiring atmosphere in our workshops, and the stories told by the employees fascinated us – and it shows in the bold and stylish result. Because our team members decided to give their everything to the project, the customer did so too.
