B2B Branding And Marketing
One of the programs that I run in companies and in public seminars is that of Business To Business Branding [Marketing & OEM Development]. Some pose the question as to why this topic so much in demand for various organisations ? Let’s consider the interconnected world as well as the economy that we all live in, from an operations perspective we see that more and more businesses are dependant on selling their Products and Services [machinery, ball bearings, stationary, tyres etc etc] to other businesses.
B2C vs B2B Promotion and Communications
That is to say, the bulk of the marketing activities are focussed on individual decision makers [these are in effect the customers] within other companies as opposed to final end user individual consumers. The point to be highlighted is that there are specific differences and complexities when it comes to the branding and marketing process as related to selling to other companies. Most marketing material and branding specifics are based on targetting end user consumers.
Let’s briefly explore this further in terms of the sale of television sets.
Business To Consumer : The electrical outlet store is focussed on selling A TV to the couple, student or individual – they may focus on how they television will look in their home, how easy it is to use and how they can maybe spread the cost over a period of time.
Business To Business : Or OEM [Original Equipment Manufacturer] situations where a TV manufacturer is selling its TV sets to other businesses, they may rebrand and sell to the end user or sell as is to the end user on a distribution basis. The focus of the branding and marketing efforts are on the needs of the BUSINESS that is performing the rebranding or that will be distributing the televisions regionally, nationally or globally.
The sale quantities will be in the 1000s or 10000s, focus will be on supply chain, on time delivery and of the quality of the Tvs. The decision whether or not to purchase will depend on group decisions within the purchasing company – as opposed to the individual who purchased the television for their living room.
These basis distinctions above is fed into the Brand Equity equation and we work through this throughout the training based around Business To Business Marketing And Branding.
Hope you found this useful, feel free to get in touch if you have any comments or if you would like to take on some Business to Business Consulting or Training within your organisation.
To your business to business marketing and branding success,
-Stephen C Campbell
PS : For a summary of the Business to Business Marketing & Branding seminar and consulting process that I employ visit Business Branding & Marketing Consulting Process.