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LETS GET DOWN TO BUSINESS.

Question :
Out of the box B2B marketing

Kia ora, e te whānau,
I have recently launched a really exciting new initiative for my business – the Bush Boardroom! Supported with corporate packages (https://www.natureandnosh.co.nz/corporate-packages/) , I’ve placed a beautiful big boardroom table in the middle of Sanctuary Mountain Maungatautari where I host corporate teams for a day of the office. The bush boardroom can be used for a team strategy and planning session, a lunch under a lush native canopy, and we can bring in a facilitator to run a leadership workshop, breathwork workshop etc – depending on what the business is interested in. I complement this with mindful hikes, wild food foraging and other outdoor activities. A good portion of the corporate package fees go straight back to the conservation work the trust do at the maunga. We’ve had around 10 companies out so far since last December and the feedback has been incredible. I’ve relied heavily on free media, using my contacts and the Waikato chamber of commerce to help me get the word out. Cash reserves are low from the investment of setting this all up, plus the flipside of my business is leisure hiking and food tours, we took a big hit after covid. So in terms of marketing budget, I’m running extremely lean! I’ve got Seven Sharp coming out in a couple of weeks to feature it (so cool if it all comes together). My background is in marketing and PR, however I’m not familiar with B2B and the corporate retreat / day out market, so I’m really looking for a) Some insight on who I should be targeting and when (i.e operations managers, exec assistants or pa’s, team leaders, wellbeing coordinators – I’ve reached out to a few local business coaches to collaborate) are there specialised corporate agents I can work with, b) any ideas on the best way / channels to approach them / advertise to them without it costing the earth c) insights on the time of the year teams have their away days or look for strategy planning sessions, although I suspect this varies between companies and industries. d) General feedback on the packages and bush boardroom!
I’m thinking of setting up a seperate fb and insta for the Bush Boardroom to help keep it a little more seperate from my leisure tours. I’d love to launch more bush boardrooms with the same package offerings – one closer to Auckland to service that market better would be amazing. All thoughts and ideas welcome – I know I’ve got something special here, I would just love some sounding board and direction on it all!

Question submitted 15/04/21 @ 11:05am
Industry: Brand & Marketing
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      Hi Kylie,

      Congrats on what you have achieved with a change in the business last year. The Bush Boardroom sounds really cool and would love to host something there myself.
      My suggestion would be to most certainly start a separate marketing channel (eg social media) for something like this. When talking to different audiences it pays to do this. You can then plug all the benefits of what this specific offering is all about. This doesn’t discount from cross promotion but it would be worth calling this out as a separate brand. Case studies (as you probably know) are very powerful and for something like this word of mouth works really well. Target audiences are hard as it will differ from business to business. Maybe even approaching a organisation like ‘Appoint Better Boards’ or something along those lines which have links into various Boards/organisations could be an angle. LinkedIn will be extremely helpful as well.

      Good luck and happy to help if you require any more info.

      Cheers,
      Nick

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        Thanks Nick – of course I’d love to help you host a team out there! It’s a magic spot. Those are great suggestions, I’d never thought about Appoint Better Boards, that’s perfect. Yes I definitely need to seperate the bush boardroom brand – the sooner the better. Cheers!

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      Morena Kylie.
      Such a beautiful spot and what a great way to give businesses a way to experience it. Building on the suggestions above, I thin a Linkedin presence is also worthwhile – as a business platform it is a great place to highlight a business service. Yes I would target information to PAs, executives and also to coaches and facilitators who often drive the location of the sessions they run.

      Good luck!

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        Thanks Vicky – I’m trying to build a profile for myself around mindful hiking and this unique venue. I probably need to spend more time engaging in LinkedIN and writing articles. To be honest LinkedIn is a bit of a hard one to crack in my opinion!

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      Hi Kylie,

      In terms of your target market (and how to reach them), I would take a look at the customers you’ve had through the experience so far – what was the job title of the people who you interfaced with the most (you can always look them up on LinkedIn if you don’t know). You may then want to reach out to those people and ask them for 30 mins of their time as a follow up to their experience, and ask them questions such as:
      – what about the Bush Boardroom appealed to them the most? (Why did they try the expereince)
      – where do they usually find information on experiences for their teams?
      – how did they find out about Bush Boardroom?
      – would they recommend the Bush Boardroom experience to others? (if the answer to this is YES, consider sending them a pre-made FB or IG or LinkedIN post, and ask them to share to their networks)
      – who are their Thought Leaders?
      – which online website / blogs do they read frequently?
      – which industry magazines/conferences/trade shows do they read or attend?
      – how frequently would they consider an experience like this?
      – what are THREE companies they could (warm) introduce you to that would likely enjoy the experience (or if you don’t feel comfortable asking for an introduction, perhaps ask them for a list of companies and a contact name at each). Then call and reference the person who suggested that you reach out, letting the company know they had a Bush Boardroom experience recently.

      If you can interview 5-10 of your existing customers, then you can use this information to build your customer persona, and identify where they are most likely find information, as well as what makes Bush Boardroom stand out. Focus your marketing $ and sales efforts in those places. Remember word of mouth is incredibly powerful so don’t be afraid of asking for referrals (or even offering an incentive to the referrer/referee).

      I hope that helps!

      Kirsty

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      Hi Kirsty, I love this approach of using a ‘warm’ referral. I’ve got some connections who I’d call ‘champions’ of the bush boardroom, so I may use this approach with them to and ask them to help me out by intro’ing me to a couple of businesses. Thanks so much!

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