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Telling the story – from the customer’s perspective
The customer case study is hard to beat for credibility and persuasiveness. We have helped Saft, the battery company, to create a series of customer case studies for its industrial and speciality battery businesses. The growing library of clearly written, succinct and informative leaflets gives salespeople a steady flow of new material and examples to present to customers and prospects.
Fast Forwarding the customer relationship
Growing competition for the attention of customers, whose time is precious, means that any communications material that customers receive must be immediately interesting and appealing. FastForward, the quarterly customer magazine of ABB’s Power Systems business, is designed and written to be just that. Its content covers technical issues in the power distribution and transmission sector, solutions with case histories and information on new products and services. It is entirely researched and written by Six Degrees with design by ArtHaus. The emphasis is on the topics that affect readers rather than simply the products that ABB wants to promote
Precision timing for targeted messages
Ongoing media relations are excellent for building up widespread and influential coverage of a company and its key messages. But sometimes more precise control of timing and content is required, and the advertorial – paid for ‘editorial-style’ advertising – can be the perfect solution. Advertorials are especially useful when detailed and sometimes complex information needs to be conveyed in a highly readable way to a particular audience at a particular time. We have supported global telecommunications network supplier Ericsson with the writing and production of advertorials for national, business and trade/technical press over a number of years. An example is a double-page spread advertorial that highlighted Ericsson’s ability to help telecoms operators boost the traffic, and revenue, generated in their networks. This was used during a major telecoms industry exhibition, where it was inserted in the special edition of the official trade magazine for the event.
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