Category: News

26 May 2020

Marketing
A digital presence, key for the future of B2B brands

Due to the uncertainty caused by the present situation, companies must take actions that not only consider how to stop current blows, but which also focus on promoting future recovery. More than ever, those with a long-term vision and the ability to adapt will be able to withstand these circumstances, although the end of the lockdown will probably not lead to immediate acceleration.

Digital activity will continue growing: an online presence, which is already fundamental, has become critical for all sectors.

Staying in touch with customers and specifiers, adapting your message, and being present on all communication channels, thus ensuring brand visibility and direct contact with your markets, are fundamental. The same goes for continuing to convey trust, efficiency, and professionalism.

According to Eurostat 2019, only 32% of European Union companies in the construction sector are present on social media, as opposed to 44% of companies in the industrial field, and 58% of companies in the retail sector. This is far from 81% of companies in the tourist accommodation sector (hospitality and others). Their website tend also to be more limited and less interactive, despite it being key in B2B brands’ strategy nowadays.

Although these differences vary from country to country, the construction and architecture field clearly has room for improvement in the digital world.

Emprises using social media | Eurostat

Social media offers a multitude of applications in the B2B realm: from a direct line of communication with customers and prescribers, to a customer service platform, to a powerful tool for training. On the other hand, an efficient webpage is an essential and strategic tool, designed to achieve specific and relevant business objectives and allowing results tracking.

We offer you our experience and knowledge in digital marketing and B2B communications, as well as our international perspective, to activate a communications strategy adapted to an ever-changing reality.

We are here for you, Contact us!

29 Mar 2020

Marketing
The often-understated key points of B2B marketing

To be effective, a B2B marketing strategy must:

  • Identify all of the actors in the business process, especially the specifiers involved.
  • Generate opportunities and qualified business contacts (leads), in addition to building brand awareness and image
Acquisition process | Zekluu

Our clients’ business objectives are the starting point when we start building the most appropriate strategy for them, as well as the related action plan.

Below is a list of some of the improvement areas that we frequently identify, particularly in the architecture and building sector, but also with manufacturers in the lighting and energy efficiency industry. There might be many others:

  • The brand’s website should be its first and main channel of communication: optimizing it is an absolute priority. A good SEO firm allows you to define the best web design and significantly increase qualified traffic to your site. Are you interested in analyzing your website’s SEO efficiency? Contact us if you would like more information

  • The content on your website should be aimed at quickly addressing the needs and questions of the prospective customer, inviting them to leave their information with you. Investing in relevant content and data capture strategies is definitely worth it (landing pages, forms, newsletters, etc.). Would you like to optimize your website content or develop a data capture strategy? Contact us for more information

  • Integrating direct marketing actions by using specialized industry media can be very helpful in terms of increasing awareness and entering new or export markets. Is your goal to develop a brand presence outside of the national market, whether in France or the rest of Europe? Are you searching for database segmentation? Contact us

At Zekluu, we are a team of experts in B2B marketing and communications. We support export businesses and those with an international presence, helping them to strengthen their visibility, define their message and develop their business.

We design and implement both targeted actions and medium to long-term plans for our clients, identifying and communicating with key actors in their markets, from Specifiers to Buyers. Don’t hesitate to contact us for any of your B2B marketing needs.

26 Feb 2020

Architecture
Villa Cavrois, the rebirth of a project ahead of its time.

Unveiled in 1932, this masterpiece symbolizes the perfect understanding between an architect and his clients. Robert Mallet-Stevens, an innovative architect, lover of straight lines and conceptual simplicity, was hired by the Cavrois, a bourgeois couple from northern France who had heard about the architect’s previous work and who had a very clear and avant-garde vision of the home they wished to build. 

Surrounded by a 200,000-square-foot garden with a modern pond, the chateau that the Cavrois dreamed of had a stark facade measuring 200 linear feet, plus 30,000 square feet of livable space. Its large windows and numerous terraces, along with a multitude of bright, ample interior spaces, were quite unconventional for that time in history. Natural materials, such as wood and marble, very advanced technologies for the era (central heating, telephones, elevators, etc.), and an absolutely functional layout continue to lend a heavy dose of modernity to its light-filled interior spaces. Robert Mallet-Stevens was responsible for not only the architectural aspect, but also the interior design, the furniture, and the rest of the project, all based on straight lines, simple shapes, superior materials and maximum functionality.

Both an architectural icon and an artistic legacy, Villa Cavrois was recognized as such by the French government when it was acquired in 2001, with the aim of carrying out a thorough restoration process, necessary given the mansion’s general state of abandon and destruction after it was abandoned in the late 80s and subsequently looted and vandalized.

Prior to beginning work, a group of historians, architects and expert artisans performed an in-depth study of the existing documentation, allowing the restoration to be carried out in perfect harmony with the original project.

They were able to restore or reproduce the majority of the decorative pieces, such as lighting and furniture, thanks to old photographs and archaeological remains. The original materials were identified and located. Expert artisans reproduced techniques that are no longer used in order to preserve the project’s personality and originality, despite the passage of time and the damage incurred. Remnants of paintings left on the walls helped them identify the exact colors that were so characteristic of the mansion’s interior spaces.  The villa, though quite sparse in terms of decoration, had boasted luxurious materials, robbed or destroyed in the 20 years leading up to the restoration. The marble, which disappeared in the 90s, was reinstalled, and the parquet floors were restored 70 years later by the same company that installed them in 1932… It was also decided that one of the bedrooms in the upper part of the building would be left unrestored, as a testament to the mansion’s tumultuous past. 

The restoration of the building’s exterior took 12 years, and the interior spaces were only finished in 2015. This work is estimated to have cost about 23 million euros.

Since 2012, Villa Cavrois has been part of a global restoration program for iconic homes from the twentieth century, and it is open to visitors. All of the beauty and charm from its perilous history is now on display. It’s an essential trip for anyone visiting the Lille area.  Take a look at the before and after, the rebirth of Villa Cavrois.

25 Jan 2020

Self-Development
Ikigai: the meaning of life

Why do we exist? What do we live for? What is our purpose in life? These questions, always hard to answer, are a representation of our constant search for the meaning of life, on both a collective and individual level. Even when we’re at work, we want whatever we’re doing to be something that not only provides us with money, but also happiness, passion, and a sense that we are achieving our personal goals.

The Japanese have developed a technique called Ikigai, which, although lacking a direct translation into English, is essentially an analysis that helps us define what it is that feeds the motivation that makes us get out of bed each morning. This can be identified by reflecting on four areas: what you love, what you are good at, what the world needs, and what you can be paid for.

The space where these four ideas intersect allows us to pinpoint which activity could provide us with balance and total satisfaction. In other words, something that you’re passionate about, that pays well, and that the world needs. If you can’t be paid for the activity, a lack of money will mean you’ll eventually have to give it up. This concept also applies to your inner or spiritual life. You might work in a profession that you’re very talented at, which provides something the world needs and pays you well, but if you don’t enjoy it, you’ll feel a certain emptiness that, in the long-run, will throw you off balance. 

The everyday hustle and bustle of life, plus our desire to get every last second out of the weekend, both keep us from really thinking. What do I want? Why do I do what I do? It’s always good to take a moment and reflect, so that we can continue to grow.

24 Oct 2019

Events
Barcelona’s Architectural riches, Available to All.

Each year, during the last weekend of October, 48H Open House Barcelona is held in the city. This event allows you to discover the great architectural riches of the Catalan capital, for free.

Moreover, the 2019 installment is a special edition, marking the 10th anniversary of the event, which remains committed to its goal of promoting architecture as something that should be recognized as an essential part of any culture.

In its 10th edition, Open House Barcelona will be centered around the topic of Female Architects. Thus, the event has decided to select ten professionals from the industry, with each one representing a different part of the festival, or one of its geographical areas.

Indeed, one of the secrets that makes Barcelona so well-known for its architecture is the harmonious way in which Gothic, Romanesque and Modernist architectural styles coexist in the city, in addition to myriad contemporary trends. This fact is even more evident at Open House Barcelona, where you can visit buildings from all of these different styles, taking an authentic trip through the history of architecture and art, all in a single weekend.

The event goes beyond simple, superficial visits, offering attendants the possibility of participating in guided tours with professionals, allowing you to gain an even more detailed understanding of each building.

So, don’t miss out on the opportunity to walk around the city’s Gothic Borough and visit the discreet, majestic Cathedral with its impeccable Gothic style, or the terraces of the Catedral del Mar. Plus, take a moment to enjoy the fascinating modernist works that are open to the public, like the Antigua Fábrica Casaramona (Caixaforum) or the Arc de Triomf.

Santa Maria del Mar church in Barcelona, Spain.

In total, more than 200 spaces throughout Barcelona, as well as different cities in the Metropolitan Area and Maresme County, will open their doors with the goal of making the city’s great architectural riches more accessible, not only to professionals, but also those simply interested in the world of architecture.

Link to the different activities of the 48h Open House Barcelona

14 Mar 2019

Trends and design
A new year, a new color.

With the arrival of the new year, there are news trends, new designs, and, of course, new colors. The Pantone company, whose chromatic color scale is the most well-known one in the visual arts world, has for more than 20 years presented the “Pantone Color of the Year”, an exact trend-setting color that defines product development and leaves its mark on the textile industry, industrial design, packaging, etc.

Behind the selection of this color is a rigorous process of identifying and analyzing trends and new influences. This can include the analysis of the film industry, art collections, fashion, popular travel destinations, etc. Anything goes when it comes to choosing the perfect color capable of moving anyone.

2019 will be a “coral” year, or, more specifically, Living Coral 16-1546. Vibrant, but still maintaining that bit of serenity that reminds us of sea beds, Living Coral is a tone that, according to Pantone, warmly envelops and nurtures us with the tranquility and strength to confront changes in our environment.

In response to the constant integration of technology and social media in our lives, this color seeks to be an authentic characteristic that connects with the consumer by providing the warmth it embodies.