If you read this blog regularly, you know I write mainly about 2 things. The first is that we marketers need to stop talking about ourselves and focus on our customers.
The second is that marketing can be more effective at creating value for our own business when we seek to meet the needs of our customers.
Well, almost as a rule, I try to follow my own advice and don’t use this site as a platform to promote what we are doing at SAP. But I think we have a great example launching today on how to use customers to tell our story. And how to focus on meeting their needs.
So with that request for forgiveness but hope that you find some value in the example, I invite you to read about how we’re trying to put these principles of customer focus and customer storytelling to work in our latest advertising campaign…
Run without warehouses. Run with a department of one. Run with less hardware. Run anywhere, anytime. What’s your vision for how your company can run like never before?
With the launch of our new Run Like Never Before advertising and marketing campaign, SAP is inviting people to imagine what is possible for their businesses today. The campaign is designed to show how companies are transforming with powerful business innovations – not only to run better, but to run like never before.
The “Run Like Never Before” campaign is aimed at telling the story of innovation – and how SAP’s strength across the categories of mobile, cloud, analytics, and in-memory computing is bringing the future into focus – today. Rather than using a traditional landing page with product information, the Run Like Never Before campaign links back to the Business Innovation from SAP site to let people further explore how these innovations can enable their vision for their business.
Unlike many B2B campaigns, “Run Like Never Before” aims to connect to audiences across the world on a human level, speaking not to businesses, but to the people behind those businesses. Our campaign is designed to create an emotional impact with imagery, music, and film techniques more typically associated with consumer advertising.
Filmed in five countries and across three continents, the campaign seeks to reflect what global business means today and saying: “whether you’re a small local business or a global corporation, SAP is ready to partner with you to help achieve amazing things for your company.”
As I said, I don’t normally talk directly about our marketing efforts at SAP. But I’ve been personally involved in the campaign as editor of the landing experience. (See this post on creating inbound marketing destination pages for your customers.) So I invite you to check out the “Run Like Never Before” campaign on this site or through the SAP Youtube, Facebook or Twitter accounts and let me know what you think!