Redefining the Clevertouch brand to meet ambitious growth forecasts
Services used
Strategy
Brand
Web
Content
Digital
The Client
Sahara Presentation Systems is the UK’s leading distributor of Audio Visual products. Following a £50m acquisition by NASDAQ listed corporation Boxlight, Sahara commissioned a brand re-positioning for Clevertouch – their flagship range of large format interactive touchscreen displays. Developed by Sahara in 2009, Clevertouch has grown to become the UK’s most popular front-of-classroom interactive display and it is laying claim to similar accolades in markets across Europe, North America and Australasia.
To drive an export lead growth strategy that forecasts annual revenues to double in the next few years to over £200m, a significant expansion and diversification of the Clevertouch range was recently rolled-out by Sahara’s Product Development team. This incorporated new products, new software, a native App Store and an innovative online platform that enables instant management of all displays from any location.
While Clevertouch has built an enviable reputation as a respected, multi award winning displays brand, the ambitious growth strategy required a brand redefinition that more closely reflected the transformative proposition.
Common B2B Channels
One difference between B2B marketing and B2C marketing, is the various channels and types of content used to reach their prospective audiences. Some of the most common types of B2B communication efforts include:
Blogs and knowledge-based articles
Blogs are great for introducing a variety of content, from infographics to videos. They add relevant content to websites (read more about B2B website design), which will boost SEO efforts but mainly they can be used to educate and offer value to potential clients, showing that you are consistently updating your site with new content and continually investing in what you do. Clients are also looking to learn from agencies so investing in education-based content is a great way to do this.
SEO or PPC
While best practices remain the same, there are always improvements and tweaks to Google's Algorithm to enhance the search results. B2B companies often invest in B2B SEO to ensure they are visible when another company is looking for their goods and services.
Whilst B2C social media efforts are often focused on Facebook and Twitter, LinkedIn is predominantly used for business or professional-related interaction. LinkedIn is the world's largest professional network on the internet and is the go-to place to find and connect with prospective customers in the B2B world.
Though it’s important to be careful with email in this age of SPAM filters, it is still a viable and respected channel to communicate your message with other businesses.
To unify building communications across a connected world, driving business forward without barriers. From desk space to meeting place. Form classroom to coffee shop. From lecture theatre to living room. Clevertouch Technologies harnesses the productivity of people, bringing everyone into the room to think the big thoughts and inspire the big ideas that shape all of our futures.
