How are you bringing B2C approaches to your B2B marketing?
Are you doing it at all?
For far too many B2B marketers, there's a view that never the two should meet. But as I write in my book THE ON-DEMAND BRAND, it's critical that B2B marketers realize business people are just that - people. And their exposure to B2C marketing approaches in their personal lives sets expectations for B2B marketing, whether B2B marketers like it or not.
But some savvy B2B marketers have caught on - big time.
Case in point: Our client LoopNet, the #1 online marketplace for commercial real estate.
Over the last few months, LoopNet has launched an integrated campaign that's predicated on a simple, yet powerful message: If your commercial listings aren't advertised on LoopNet, they may as well be invisible. That's because only LoopNet drives traffic to commercial real estate listings like literally no other option can.
Print, direct mail and online advertising developed by has articulated this theme in compelling, brand consistent fashion.
So when LoopNet decided to fete the luminaries of Los Angeles commercial real estate, we got to thinking: What if we took our message and super-sized it? What if we used a full-motion, building-size canvass to drive home... Read more
The other night two commercials ran in successive commercial pods and their juxtaposition caught my attention. The first was a spot for the new iPhone 4 which includes a new video calling feature; the second was a spot from Verizon for their new campaign, Rule the Air.
Both ads were really compelling, each in its own way – together they provide a couple of instructive insights about what makes a great TV ad.
The core of each ad was essentially a product demonstration. In Apple’s case, the ad showed various situations in which FaceTime, the video calling feature, added a special dimension to the call. It started with the more expected scenarios -- the newborn connected to the traveling dad and the graduate connected to the doting grandparents.
Then the spot moved into richer territory as it showed an expectant mother sharing a sonogram with her husband who supposedly is thousands of miles away serving in the military – and ends with a couple using sign-language to express their affection for each other. By using scenarios which could not replicated by audio phone calls alone, Apple clearly demonstrated how great the new phone is.
The Verizon ad also gave a product demonstration, albeit in... Read more