Ceres is more than just a B2B flour producer and distributor. It’s a brand that bakers can rely on for:
- advice (including recipes, but also business and marketing tips)
- POS promotion to help appeal to customers inside their bakeries
- training events.
A company taking up this wider role, needs to effectively propagate this towards clients.
The Ceres website used to be static: it clearly presented their range of flour and cereal products, but did not include any content to build their brand. A blog, event promotion or any other type of timely marketing content did not feature on the website.
“BBC is our trusted and creative partner, and I do mean partner! We work together as a team and this results in clear, beautiful, creative and inspiring campaigns.”
– Isabelle Kiekens, Head of Marketing & Products – Ceres
Ceres and BBC have been collaborating for 10 years and have successfully introduced content marketing to better reach their audience. Together, we have rolled out a proven B2B marketing strategy based on:
- In-depth understanding of personas:
Ceres caters for a niche audience: artisan bakers in Belgium. We have learned, for example, that Ceres agents are the most important communication channel for bakers. Just under half of the bakers visit Ceres’ website and just over half of them promote their bakeries through a Facebook page. These audience insights are crucial in crafting a B2B marketing strategy for Ceres.
- A multichannel approach:
There’s not one way to reach this audience. A mix of traditional and digital marketing is needed: from POS promotion delivered by agents to bakeries around the country, to event marketing, social media, online articles and baking videos.
- A dedicated team of Project Managers, Copywriters and Graphic Designers:
Running a company includes a shed load of tasks. That’s why Ceres counts on BBC for content creation. Each month, a dedicated team of Project Managers, Copywriters and Graphic Designers delivers high-quality content consistent with the Ceres style and brand values.
- Attention for food and marketing trends:
Marketing needs to be timely and relevant, so as part of their package Ceres gets assets to promote new products like seasonal bread offerings or their gluten free mix, as well as articles helping bakers move into the digital age.
- Fully bilingual content:
Ceres works for French-speaking as well as Dutch-speaking bakers in Belgium. By always providing content in both languages, BBC makes sure it is fit for all their clients and prospects.
