Laugh and Learn featuring @fearlesscomp: Episode 12 – Simplicity

(With our brand new laptop undergoing repairs and not returning till next week, today we bring back a “best of laugh and learn” show. This is one of our favorites!)

How can you promote the idea of simplicity?


Shout it….or show it?

Lots of B2B companies say their products are simple. They shout it on their website, in their marketing materials and their sales emails. They shout the message.

But is there a better way? Yes there is. Kinaxis, the supply chain software company in Ottowa, Canada nailed it and we share it here.

Kinaxis Won Best B2B Marketing Idea of the Year award 2010.

In this episode of Laugh and Learn, we share the story of a software company used an innovative story-telling approach to explaining simplicity. Instead of shouting it, they use a clever way to show it.

What is the benefit to Kinaxis? Here’s what Social Media B2B wrote:

“Kinaxis used the same dating/relationship storyline to poke fun at a supply chain management rival, but thankfully  Sally Ann Perkins is not wearing a monogrammed t-shirt.  This kind of humor is perfect for its target  – inside jokes are flattering to your audience, and can build rapport by making fun of a shared pain.   Clare McDermott told me when prospective customers meet Kinaxis’ representatives at trade shows, they say that watching the video has made them feel like they already know the company.   There’s your ROI.”

New contacts feel they already know your company when they meet you for the first time? Who wouldn’t love that?

What do you think? We love comments and people who share.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers – a website filled with great free content on B2B lead generation and marketing.
He presented “How to Build a Great Personal Brand” at the 140 Social Media Conference on Long Island and discuss best practices in lead nurturing on Sales Lead Management Radio yesterday.

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