Media & Publishing « Skyron Blog

New Beta BBC homepage vs FT web app

by Yannis

|September 21st, 2011

If the new BBC homepage is from tabloid Mars, then the FT web app is from broadsheet Venus. It’s a bit unfair comparing the just released BBC homepage with the fully launched and comprehensive FT web app. Nevertheless, it’s worth doing a quick comparison for two reasons: first because both brands are giants of the publishing industry and second because the world of tablets and smartphones is in such a flux that any innovation which might point to a new UX convention ought to get everyone to sit up and take notice.

The new Beta BBC homepage

The FT web app

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Corporate sales presentations: CXOs love the iPad and put a spanner in the works

by Yannis

|March 13th, 2011

When it comes to sales presentations this is the story so far: whether in media and publishing, professional services, or technology, our clients have been facing similar frustrations: long stacks of slides, uninspiring content, unclear messages and lack of impact. We have been responding to such frustrations by planning, writing, designing and building sales presentations in PowerPoint, or Flash that grab the audience by the lapel and give them something to think about.

In the past 6 months the iPad has entered the board room and is becoming the gadget of choice for CXOs. The knock-on effect is that our clients, partially responding to pressure from above, have been making noise about adding iPads to their sales presentation kit, which of course raises the question of how on earth do you get sales presentations to play on iPads. If you are a one man/woman outfit and want to switch your presentation hardware to iPads, you can get yourself the Keynote iPad app for £5.99 and you are sorted. At an enterprise level though the situation is complicated and unfortunately at the moment there is no simple solution.

It is worth reviewing afresh the main presentation creation tools, what they are best suited for, and their iPad compatibility.

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Time-wasting enquiries down 90% after website delivers the right content to the right audience in the right format

by Yannis

|September 24th, 2010

Here is another great example of a classic scenario: great content meets loving audience and they live happily ever after.

We developed this website for a single reason: to provide a small and targeted group of people – advertising production professionals – with the information they need to do their job better – ad specs and delivery details.

Previously, the support line featured on the website was being inundated with calls from frustrated users on a daily basis. The new website delivers the right information to them in the right format. The result? A 90% drop in time-wasting enquiries and a very happy client.

The strikingly simple recipe for this is nothing new, but worth repeating:

Understand your audience
Generate relevant content
Make the content easily accessible
Sit back and reap the benefits

We love it when a plan comes together.

Link: http://www.niadhelp.com/

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News International B2B campaign converts over 75%

by Yannis

|August 19th, 2010

News International Commercial launched a week-long campaign to boost brand awareness of The Sun amongst planners and buyers from London’s top media agencies.

The strategy was for 5 days to immerse the audience into The Sun brand, to engage them with daily entertainment and to present them with cold, hard success facts about the newspaper. The campaign was extremely targeted and included product sampling, daily quizzes, prize draws and plenty of factual information. Skyron created, hosted and supported all the digital assets including 5 quizzes, registration, winner selection facility and a series of email announcements and reminders starting a few days before the campaign kicked off and ending a few days after.

The B2B campaign was extremely well received with over 75% of people visiting the microsite registering for the daily prize draws.

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iPad advertising will create amazing opportunities for B2B brands

by Yannis

|August 12th, 2010

We have been commissioned to create some engaging interactive advertising for a global B2B brand that will run on a publisher’s iPad application. Having spent some time reviewing the best and most adventurous advertising on iPad apps it feels like we are back in the late 90s when a few pixelated GIF banners went on to profoundly transform the advertising industry. At the moment most iPad app ads are simply print ads that magically rearrange themselves when the iPad changes orientation. Some brands have started experimenting with more interactive formats but so far they are the exception.

The opportunity for B2B brands is enormous

Demos of solutions or products are very often a critical part of the B2B marketing and sales process of many organisations. But what does it take to stick a prospect in front of the product/solution demo you spent days creating? If you go through your usual sales process it might take months of hard work to set up the demo meeting; if you advertise on your industry’s portal, you’d be lucky if more than 0.3% of users click to see your online demo; if you try to gather a crowd for a Webinar, the reach is extremely limited.

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Skyron launch B2B lead generation microsite for The Sun Classifieds

by Yannis

|June 29th, 2010

The Sun Classifieds team are targeting the recruitment sector with a new message and a lead generation campaign. At the heart of the campaign is the microsite designed and built by Skyron.

The purpose of the microsite is to communicate the wide and diverse readership of The Sun, to share insights about reach and engagement and to encourage new business enquiries. The microsite’s rich interactive content has been composed to resonate with and appeal to professionals in the recruitment industry.

Visit: www.themisconception.co.uk

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Analytics help News International uncover the lead generating power of their B2B website

by Yannis

|April 16th, 2010

The website of News International Commercial (NIC – the trade marketing arm of NI) is a typical B2B exercise. It promotes the brand, showcases products and features case studies, news, insights and contact information. And like a lot of other B2B websites it could easily be left to its own devices condemned to a sad life of brochureware insignificance. Such neglected B2B sites, and there are quite a few around, act like a black hole where an unspecified number of users go in and out, but nobody knows what they get up to – and consequently nobody has with any idea how to make any money from them. So when the strategy behind the NIC website was drafted, Skyron advised the marketing team on the commercial benefits of analytics. Everyone agreed that to extract maximum value from the effort and money invested, a closer monitoring of the website’s performance would be the way forward.

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New Beta BBC homepage vs FT web app

Corporate sales presentations: CXOs love the iPad and put a spanner in the works

Time-wasting enquiries down 90% after website delivers the right content to the right audience in the right format

News International B2B campaign converts over 75%

iPad advertising will create amazing opportunities for B2B brands

Skyron launch B2B lead generation microsite for The Sun Classifieds

Analytics help News International uncover the lead generating power of their B2B website

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