Unemployment in the UK has risen by over 80 per cent in the past year, giving rise to an army of redundant professionals. Out of work and likely to be suffering financially, these individuals may not represent a B2B marketer’s initial or ideal target – but it would be unwise to strike them off your list.
By the time they get back into the workforce, you don’t want to have lost your connection. Individuals won’t warm to your brand if you drop them at the first sign of trouble. Relationships take time to build, and too often they are lost all too quickly.
In recognition of this fact, and armed with a genuine desire to help, many trade bodies and training providers are offering free or reduced-cost services – whether in the form of general guidance and support, careers counselling or free access to events. Mike Petrook, head of press and PR at the Chartered Management Institute (CMI) – which has over 80,000 members – explains, “Long term, by saying you are here to help, it’s good CRM. It’s effective relationship-building.”
The CMI launched a ‘Redundancy Support Service’ around five months ago, which it has been promoting on its website, via email and also in press campaigns. “Managers are saying to us that they no longer fear redundancy – they see it as inevitable,” adds Petrook.
Building networks
Research conducted by the CMI also found that 38 per cent of managerial-level marketers are making a greater effort to develop their own personal networks. Many organisations can help here, and build on established relationships at the same time. At the very least, B2B marketers should ensure that their organisations have a presence on online social business networks, which a growing number of professionals are using to help them win business and generate income on a self-employed basis.
The IDM has also realised the value it can offer members by helping out in a difficult situation. “We recently introduced a 25 per cent ‘between jobs’ discount on all our training courses,” says Lisa Turner, marketing director. “In the autumn, we plan to work far more closely with external organisations such as outplacement consultants and recruitment companies.”
Innovative brand advocacy
None of this tends to be entirely altruistic, even within charitable organisations. Some commercial enterprises have also discovered that, by offering help and support to redundant professionals, they may have an opportunity to establish a network of loyal brand ambassadors – not to mention revenue-streams when these individuals get back into work.
Software and training company Autodesk, for example, has taken a long-term approach by appealing directly to the newly-redundant. Having recognised the impact of today’s economic challenges and the need for unemployed architects, designers and engineers to maintain and develop their skills, it has launched the Autodesk Assistance Programme, which provides design software tools, education and resources to help professionals enhance their 3D design technology abilities. Available until the end of March 2010, the programme is open to anyone who has worked in architecture, engineering, design or manufacturing but is currently unemployed.
It’s an original idea and one that should certainly help Autodesk to remain front-of-mind within its existing customers as well as appealing to prospects. These professionals are unlikely to be out of work indefinitely, and will need to keep their skills alive. As Kevin Ison, EMEA industry marketing director at Autodesk, explains, “We will come out of this situation. By offering our technology, individuals will be trained in our software and are more likely to suggest us to a new employer.”
He continues: “We run regular customer surveys and we gather information from customers during sales calls. We hear from our customers that they are suffering skills shortages.
“Civil engineering and mechanical engineering also suffer from a problem of perception. The community is gradually getting older and the numbers of new graduates have not been so high,” he adds.
The Autodesk Assistance initiative was suggested by a colleague in central Europe, taken up in the US back in March, and then rolled out in Northern Europe about six weeks ago. Ison admits: “It was a case of learn-as-you-go.”
The firm markets primarily through a network of over 3000 resellers worldwide. It was suggested to these partners that they place adverts in the local press, where individuals are likely to hunt for jobs. Autodesk also conducted some media outreach itself, via its PR agencies.
By offering free student software term licences, enabling participants to experience the latest product releases, online training and reduced-cost formal training and certification, the benefits to brand perceptions are clear. “We do anticipate commercial gain, though not in the short term,” adds Ison.
Online outreach
Although B2B Marketing was told it is too early to release figures about the number of registrations for the programme, Ison says that the LinkedIn group, ‘Autodesk Assistance Alumni’, grew rapidly.
Having used blogs, Twitter, Facebook and YouTube to promote the scheme, he says he ‘never ceases to be surprised’ about what can be achieved on the Internet. And, by conducting so much of the campaign online, it cost less than one per cent of the overall marketing budget.
“As a technology company, we do have some advantages as we operate licence agreements. But I don’t see this type of campaign as sector-specific. Literally anything related to improving people’s knowledge could be marketed in this way,” he adds.
It’s all about relationships
Sadly, B2B brands still believe that ‘communication’ is all about selling and marketing. “But this couldn’t be further from the truth,” says Chris Wilson, managing director, marketing communications, The Team. “Great B2B brands build a long-term, two-way relationship with their customers.”
“The sooner we can start to see B2B marketing as a relationship-building exercise – rather than just plain selling or marketing – then the sooner we’ll all gain more respect and, ultimately, long-term growth and profit,” he adds.