B2B

B2B With 1Belief

At WPR we have taken a different approach to B2B PR. We want to understand the drivers behind our client’s businesses, but we also want to understand the problems and issues that our client’s customers are facing everyday.

That’s why we don’t talk just product; we talk about sector issues and solutions as well, because in this way we can position our clients, in the media, as experts in their field and help demonstrate the added value that is the key to their success.

Much of our B2B work has been based around re-focusing our client’s current PR campaigns. We move campaigns away from a direct appeal to buy a client’s product or services and onto addressing the specific problems and issues that those products can help solve. We challenge traditional notions about who the ultimate customer really is and we encourage our clients to talk in a language that will appeal directly to all stakeholders in the decision making process.

That’s the added value from WPR.

Issues-based PR

Every sector is dominated by one or more issues which define and shape our clients’ approach to market. Willoughby PR is staffed by PR practitioners that are willing and able to get their heads around these often complex and technical issues, leveraging those issues to our clients’ advantage to provide solutions focused PR that appeals directly to our client’s own customers.

Our experienced employees (in present and past PR lives), have helped vehicle leasing companies demonstrate their approach to duty of care issues. We have helped multi-national engineering companies demonstrate their process safety, Six Sigma and alarm management capabilities. In fact we have helped our clients offer advice on issues as diverse as energy management; building and planning regulations; climate change and environmental standards; poor quality Asian car components; obsolete process control equipment and, even, Japanese Overall Equipment Effectiveness (OEE) calculations.

Defining your Audience

It’s not always the engineer who makes the decision to purchase a new variable speed drive or process controller. It’s not always the car fleet manager who makes the ultimate decision about vehicle choice or leasing company. Nowadays there are often multiple stakeholders in the decision-making process and the best PR campaigns will communicate with all of them.

Willoughby PR is at the forefront of designing PR campaigns that engage and communicate with the ultimate decision-makers, the finance department, procurement and those at Board level. Often this involves encouraging our clients to communicate in a different language, the language of payback periods, return on investment, gross margins and profit before tax. We have helped multi-national engineering companies promote alternative methods of financing which circumvent CAPEX constraints; we have helped automotive parts distributors promote their supply capabilities which reduce working capital and we have helped accountancy firms promote alternative methods of debt management to improve cash flow and release investment capital.