25th May 2015

Is B2B communications dry?

Aaron Blog

If you believe the old adage, B2B communications can be dry and rooted in a traditional approach.

So, when I began working on communications campaigns at Tangerine for Encirc, a market-leading glass bottle manufacturer that also specialises in filling its bottles with wines from across the world, I definitely saw the funny side. Would I be doing the PR equivalent of a crisp Sauvignon Blanc?

The answer is an unequivocal ‘no’.

Among press office work and social media, I’ve spent the last few months working with the Encirc team to bring to life their presence at the London Wine Fair, the vintage exhibition on the UK wine industry’s calendar.

From helping to create a concept for a show-stopping stand to showcase Encirc’s sustainability credentials and liaising with key journalists in the wine and packaging media to discuss the latest hot topics, my work has been vast and varied. In the run-up to the show I also cultivated pertinent conversations on Twitter with renowned wine trade bodies and other influential voices.

The show itself was an incredible three days, brimming with dynamic people, insightful seminars and the best wines this fine planet has to offer.

I spent my time live tweeting from debates curated by wine industry experts, meeting editors from the wine and packaging world’s big hitters – such as The Grocer and Harpers Wine and Spirit – and blogging about the latest trends, for example the rise of Prosecco from niche product to industry behemoth.

B2B communications embraces all types of media and our work with Encirc is part of a unified approach that makes the most of traditional press, the fast-paced online sphere and the instantaneous nature of social media.

Through Twitter, we’ve opened up dialogue with some truly inspirational individuals and placed Encirc front and centre of the debates raging on at London Wine Fair and beyond.

Bringing together event management, media liaison and digital support is incredibly worthwhile. This approach to B2B communications is the perfect blend of ingredients – and a recipe for true success. Like fine wine, if you will.

By Aaron Eastwood B2B, Senior Account Executive