business to business advertising

8/8/2019 Business to Business Advertising

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Business to Business AdvertisingBusiness to Business Advertising

Submitted By:-

Ritesh Mehta

PGDM-III (Marketing)

Roll No. MB71


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Case StudyCase Study


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A few days ago, my company met with a business-to-businessclient that had hired us to help position its firm as a leader in a

category it had recently entered.

We presented a handful of concepts that were different,compelling, and that would stand out among all the bland ads intheir targeted trade publications.

Usually, when an ad agency is presenting new ideas, you canpretty much tell how the meeting is going by the looks on theclients' faces. This one wasn't going so well.

. When we finished our presentation, the room wasuncomfortably silent until one of the representatives of the client

team spoke up.

He was the one who gave us the assignment, and he could seehow the campaign would accomplish the objectives set out forus.


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He thought it was different. He thought it was breakthrough. Hethought it was smart.

But it wasn't long before one of his colleagues weighed in.

He, too, thought we had something to work with but "suggested"

a few changes. He didn't want the campaign to be too attention-getting. He

thought it should look more like those that were already in the

magazines.

He was afraid that a captivating appeal like the one we weresuggesting wouldn't be direct enough. And he wanted to include

more copy points and product shots. In other words, he wanted a

typical B2B ad


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Time to Debunk

This is a common occurrence that happens inconference rooms across the country every day.

It's not that there's anything inherently wrongwith copy points and product shots, but thereseems to be a powerful gravitational pull towardsthe bland in business-to-business advertising.

The reasons, I believe, are because of a handful ofpersistent myths that permeate the industry'sthinking.


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Of Business To Business Advertising


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Myth 1: B2B is different

This is probably the most common misunderstandingthat somehow the rules of everyday marketing don'tapply in a business-to-business context.

Sure, selling to a company is different than selling to a

consumer. But it's no more different than sellingtoothpaste is to selling paint, or even than selling wineis to selling beer.

In each case, you're trying to win over a unique groupof people with an existing array of preconceptions and

a distinct set of needs. No two marketing assignments are alike, yet every

marketing assignment is subject to the samefundamental and unchanging principles


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Myth 2: Information trumps emotion

Anybody who has spent time working in business-to-business advertising will hear this refrain: "Make theproduct the hero," or "Get right to the point," or "Just makesure it has a strong call to action."

It's as if the people who read B2B ads don't buy Nike shoes,attend Cirque du Soleil, or shop at Target on the weekends.Or if they do, they somehow disengage the right sides oftheir brains Monday through Friday.

That's not to say that information isn't important, and

especially so when you're dealing with purchases that canrun into the thousands or millions of dollars.

But the bigger the purchase, the longer the sales cycle. Thisaffects the role that an ad can be expected to play


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Contd.

In most advertisingconsumer as well as B2Bit's thejob of the ad to open the sale, not close it.

And just because you want your prospects to know

something doesn't mean they want to hear it. At leastnot at first.

There's a saying that people don't care how much youknow until they know how much you care, and there'struth to that even in advertising.

First you must demonstrate that you understand thechallenging world in which your prospects live, andthen perhaps they will be willing to listen.


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Myth 3: Creativity isn't important

This myth is less likely to be articulated but still widelyheld. It's why ads in trade magazines tend to be riddledwith bullet points.

There's nothing wrong with making advertising for eventhe most mundane products tasteful and aestheticallyappealing.

Even people who wear pocket protectors enjoy a goodwine, a well-crafted movie, or a beautiful piece of art.

With apologies to ad great David Ogilvy ("Theconsumer isn't a moron; she is your wife."), theprospect isn't a robot; he is your neighbour.


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Myth 4: Companies buy things

Companies don't buy things, people do.

True, a committee may need to approve your

purchase, but even committees are composed of

people. And in all but the rarest of cases, there's one person

on that committee who holds the keysomeone

with thoughts and feelings and likes and dislikesand hopes and dreams.

Someone who can be captivated and motivated to

move your request along.


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Contd.

But what about the "second sale" that's oftenrequired in business-to-business transactions? It'strue that once you win one person over you may

still have a lot of work to do. However, this real and challenging complexity

doesn't change the fundamental equation. AndB2B marketers aren't alone in facing it.

Ask a breakfast-cereal maker who's moreimportant to win overjunior or Momand theanswer you'll get is: "both."


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Myth 5: You are your target

One of the most common mistakes all of us make isprojecting our own attitudes, perceptions, andbehaviours on other people.

I don't have a MySpace page, and I don't watch Grey'sAnatomy, but I'm pretty sure a whole lot of otherpeople do.

You probably have a lot in common with those in your

industry, but you have many differences as well. Justbecause you respond to an ad in a certain way doesn'tmean other people will do the same. Especially sinceyou're already sold on what your company sells.


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The New Role of PR in B2B Marketing

Strategies in the marketing mix must be quantified, compared andvalidated against other options to escape budget cuts

Since customer-facing activities are mission-critical to the B2Bmarketing plan, only data can prove their readership, attendance

or influence. PR being hard to measure. Its just not true. Before and after

perception data, unaided recall, brand consideration and intent topurchase metrics, and influencers in behaviour and choice are allmeasurable deliverables that PR can and should produce.

CRM system has proven that exactly five touch points with thecustomer are required by sales and marketing before a contractlands


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Contd.

The touch points statistically proven to garner theresults are:

direct mail,

Seminars, Channel promotions

Phone calls.

Now, insert specific PR tactics into the mix of touch

points - it might be

read product review," referred by customer," "mailed a

news release," analyst recommended,


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Contd.

Its not easy to reach a business buyer- they have

the least time,

their careers are at stake, they do not appreciate interruptions.

PR is the polite way to

invite them in to learn,

grow their business,

establish relationships of lasting value.


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Contd.

Since business customers do their homework,scrutinize, read reviews, ask peers, and test valuepropositions, the new B2C customer is starting to look

quite similar. Were finding that most of the tried and true practices

in B2B PR are extremely effective in the B2C mix.

Product performance reviews, third party

endorsements, channel relationships, case studies, andlearning environments are now critical, given thegrowing mistrust of advertising and marketing.


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Contd.

We find that the touch points required to

close a sale reduce to two,

The cost per lead is reduced by 40 percent every marketing rupee can be spent more

effectively with PRs insertion into the

marketing model


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Conclusion

Over the years, companies has struggled with the creativity-limiting effects of myths like these many times.

But some companies have also enjoyed breakthroughs withforward-thinking clients who overcome their pull.

What I have learned is that people are people, and whetherthey're making a purchase for themselves, their families, theircompanies, or even their government, their decision-makingprocesses aren't entirely rational.

Even when they're thumbing through the trades , they'reattracted to appeals that are unique, interesting, andcompelling.

When everybody's zinging, it's a good time to zap. Discard themyths that hold most B2B advertising back, and win your

company the attention it deserves.

business to business advertising

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