centerline capabilities - content and the buyer's journey

Content Examples | Powering the Buyer’s JourneyAugust 2012

of the60%B2B buying processis over before thefirst sales touch.

WE ARE A

CONTENTMARKETINGAGENCY

We believe in

accountable creative:strategies and assets that our clients love, and that achieve business goals.

Centerline Services & Deliverables

We are a single-point solution, working as an extension of our client’s in-house marketing team. We help our clients craft the right content strategy, and create the digital content to activate that strategy.

SERIOUSGAMES

SOCIAL MEDIAPLANNING &

DESIGN

VIDEOPRODUCTION

CASUALGAMES

INTERACTIVEDESIGN &

DEVELOPMENT

2D / 3DANIMATION

WRITING

MOBILE / WEB APPS

SEO &SEM

EDITING

SOUNDDESIGN

SALESTOOLS

STRATEGY

YOU

Content Creation & Delivery (Our Sweet Spot)

When it comes to the buyers journey, we help you do the heavy lifting. Creating awareness isn’t easy. But it’s also not as difficult as moving people from consideration to purchase to advocacy. Once someone becomes aware and decides to learn more, you have to be ready to nurture them through the buying process with a series of well-timed and crafted touchpoints. Content is the key.

AWARENESS CONSIDERATION DEMONSTRATION OPPORTUNITY PURCHASE ADVOCACY

MICROSITE

PRODUCT & SERVICEDEMOS

CUSTOMER REFERENCEPROGRAM

SERIOUS GAMES/SIMULATIONS

CUSTOMERREFERENCES

THOUGHTLEADERSHIP

PIECES

SALES TRAININGVIRTUAL

WHITE PAPERSWEBSITE

ASSESSMENT TOOLS& CALCULATORS

SALES ENABLEMENTTOOLS

OVERVIEW VIDEOS/ANIMATIONS

LIVE EVENTCONTENT

EMAIL NEWSLETTERSETC.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17SAMPLES:

CEI “Color For Pennies” Broadcast Commercial

We created a robot to help brand an office automation company. Think Transformer. This animated character has been put in commercials, on vehicles, on NHL Jumbotron screens and in print to proliferate this company’s unique brand. Using the well-known Transformer motif, we incorporated that branding around the notion of “Transform Your Business.”

BACK TO THE JOURNEY

Awareness

DuPont Kapton Product Animation

An animation that helps illustrate the universal applicability of DuPont’s Kapton product. This "voice of the expert" animation was given an organic, whiteboard feel… to create the feeling that the DuPont engineer himself is walking you through the benefits of the product.

BACK TO THE JOURNEY

Awareness

Physicians Pharmacy Alliance - Manifesto Video

Illustrating one company’s bold vision to make a huge difference. PPA has developed a disruptive technology that will change the way physicians, payors and pharmacies (which PPA is) will work together to help the most chronically ill patients in America. As such, this manifesto is a first shot to make the industry sit up and take notice. It is part of a complete re-brand.

BACK TO THE JOURNEY

Awareness

IBM “History of Tape Storage”

Spreading the legacy of a great innovation. IBM distinguished fellows reflect on tape storage innovation and its significance. This was a premier episode of a series of IBM thought leadership series.

BACK TO THE JOURNEY

Awareness/Consideration

IBM Microelectronics Thought Leadership

Thought leadership on the state of an important industry. The simple goal of this piece was to help establish IBM as the principal technical innovators behind most all of the technology inside mobile phones. They truly enable our connected world.

BACK TO THE JOURNEY

Awareness/Consideration

Wake County Economic Development - Defense Microsite

Disparate content doesn't mean a disjointed experience. A well-done landing page eases customers in by capturing their curiosity first. Here video interviews lead to a site leveraging focused content and rigorous infographics to illustrate the industry potential of a major metropolitan area.

BACK TO THE JOURNEY

Consideration

Coca-Cola Bottling Company Customer Reference for IBM

Authenticity and empathy lead to connections. That’s why customer references are so important to a content marketing mix. And the importance of video customer references is growing. They are now as influential in the purchase process as written case studies; and the Google Panda changes — the latest change to the search algorithm — has increased the value of video in search results.

BACK TO THE JOURNEY

Consideration

Eaton UPS “Professor Wattson”

A unique and engaging story begins with the storyteller. Character-driven animations — in which the viewer can identify with the personality and humor of the presenter — help translate complex concepts into informational, yet entertaining demos.

BACK TO THE JOURNEY

Consideration

IBM Mobility Infographic

Sometimes, the “facts” are powerful, but simply aren’t that engaging. A well done infographic can make them so. Why? Because the best infographics create a narrative — information plus interpretation — that give statistics gravity. And in the case of the Mobility Infographic, the extra step was taken to make it interactive, giving the site visitor an extra dose of emphasis.

BACK TO THE JOURNEY

Consideration/Demonstration

IBM Smart Work 3D Interactive

Teaching a C-level audience to work smarter. The IBM Smart Work Interactive cleverly illustrates how various industries are working smarter, and then strategically ties those solutions to IBM’s products and services. This quickly became the second highest grossing lead generation tool for this IBM division.

BACK TO THE JOURNEY

Demonstration

IBM CityOne

Training today’s workforce for tomorrow. In IBM’s CityOne serious game, users learn how to effectively deal with business, environmental, and logistical issues to make a city thrive. The launch of the project received such enormous publicity that it resulted in 7,000 pre-registrations, 10,000 registrations in the first month, and became the #1 lead generating asset for this division in 2010.

BACK TO THE JOURNEY

Demonstration/Opportunity

Lowe’s Shop Class “How To” Videos

How-to videos for one of America’s biggest home improvement stores. Quality video content generates revenue by converting passive viewers into active participants. With this strategy in mind, CENTERLINE partnered with Lowe's to revamp their online Shop Class series, and then began producing the videos, from script to shoot to post-production.

BACK TO THE JOURNEY

Demonstration/Opportunity

IBM “The Living Frame” - Event Opener

Exciting a large crowd with a very cool 3D animation. The goal of this piece was to get people energized about IBM Smarter Computing with a novel approach to illustrate the power of Smarter Computing across a lot of industries to an event audience.

BACK TO THE JOURNEY

Opportunity

IBM Mobile Storage Efficiency Calculator

“Proof in the Field.” This mobile ROI calculator helps customers match solutions to their environments as they are walking through them. This truly is a mobile sales tool for “in-the-field” sales support.

BACK TO THE JOURNEY

Opportunity/Purchase

IBM Smarter Computing Workload Simulator

Helping to illustrate IBM product differentiation. This is an online comparison tool allowing users to analyze the value of different computing environments. Its goal was to illustrate the real-cost savings and efficiencies, at scale, for customers exploring workload solutions on their own. The power in this tool is its ability to immediately render a simulated workload environment in 3D.

BACK TO THE JOURNEY

Opportunity/Purchase

IBM Rational Customer Reference Program

Advocacy is earned by providing compelling, ongoing value... they kind of value that triggers references. By letting your customers tell their story in their own words, you create evidence of your value in a more objective setting; and done right, your customer can gain a tool to express their value to their own clients, which is a universal victory.

BACK TO THE JOURNEY

Advocacy

Invensys Rail DimetronicChevrolet Volt

IBM Reference Hub

This is the future of sales-enabling, enterprise Content Management Systems. The Reference Hub was born of the idea that your sales teams, business partners and advocates need to be able to create custom content on the fly. It’s rip, mix, burn for serious business.

BACK TO THE JOURNEY

Advocacy

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