Beth Negus Viveiros wrote a cool B2B marketing case study blog post about an old dog—er pig—that’s learned the tricks of new marketing extremely well. There are tons of lessons for small businesses to “hog” (borrow) from the way business-to-business company New Pig manages its marketing, its blog and its branding.
New Pig invents, manufactures and distributes thousands of products for a clean, safe workplace that are used in over 70 countries. New Pig’s industrial products are used for cleaning up spills, containing spills, and making work facilities safe among many others.
New Pig, established in 1985, decided long ago to disregard the advice of an agency that told them not to name the company ‘Pig’. The New Pig products win industry awards see the list here and marketing awards too click here.
3 Pig (Big) Takeaways from New Pig’s New Marketing
Okay, this is the last Pig reference….
1. Make your B2B home page drop dead simple for buyers, customers and prospects to understand. When you land at New Pig’s home page, there’s no question about how they can help you solve your industrial cleaning and safety issues.
Check out their top rotating product images on the home page—all are based on the “Your Problem” and “Our Solution” approach.
Your Problem: Drum lids are hard to open.
Our Solution: Put our lid on it.
Makes figuring out how New Pig helps you clear as mud, right? (LOL).
2. No time for a company blog? Launch a group blog where each of your team members can contribute as time permits. The Pig Blog is a stellar example of a B2B group blog.
One post example: Here is a thoughtful, helpful, problem-solving post for New Pig’s customers from Karen, the tech blogger. Since New Pig helps its with safety and clean products, this post titled “EPA can’t help you pick a spill kit – but we can!” is a prime example of how-to posts. Prospects and buyers love “how to” posts!
3. Make it as easy as pie for your buyers to contact you anyway that works for them. New Pig does! They offer an award winning print catalog, easy to order from website and the toll free number 1-800-HOT-HOGS(R) is visible on every page.
You can read the complete blog post by Beth Negus Viveiros over at the Chief Business Marketer Blog here.
Check out the New Pig site, its Facebook page and “The Pig blog” and then come back here to Small Company Big Image blog and tell me what you think.
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I got the push back from marketing agents when I named my company Happy Grasshopper. They said I needed something more product focused. I knew that our culture would come through in our name and that people would remember us because of it. I can’t tell you how many people tell me how much they like our name now and how often they say its so easy to remember. You can’t be afraid to take risks, they can pay off.
Great post.
Love the idea of a team blog. Thanks, just might put that one to work !
Thx again!
Hi Shara,
Yeah for team blogs!! Invite your customers, partners, suppliers to guest blog too. Let me know how it goes.
Cheers,
Cynthia