One of the programs that I run in companies and in public seminars is that of Business To Business Branding [Marketing & OEM Development]. Why is this topic so much in demand ? Because in the interconnected world and economy that we live in, more and more business are dependant on selling their Products and Services to other businesses. That is to say, the bulk of the marketing activities are focusses on individual 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.
Business to business marketing and branding is at the heart of society considering that the majority of goods and services that we purchase are in fact a subset of what goes on in the b2b branding and marketing realms. This aspect of business development is being given a lot of attention and for good reason when we consider that in some cases the sales process can take years but – securing a business to business supplier contract could means many tens of thousands of dollars of revenues.
In my training and consulting I have developed a framework from which to move on to craft a business strategy in marketing and branding products and services to another business. Much of this comes from my experience when managing in the OEM [original equipment manufacturer] business unit for Hewlett Packard [in Europe, Japan, the U.S. and S.E. Asia].
Some things to consider :-
- purching frequency
- purchasing quantity
- brand equity
- brand positioning
- brand relevance
… and many other terms which need to be understand and worked on in order to develop excellence as a business to business supplier.
When we consider that the strength of the business that we are selling to is directly proportional to the strength of the brand of the weakest component – we want to ensure that our brand is not the cause of say –
- the production line stopping
- end user customers having to make returns
The above is when we consider product quality but what about sales and marketing ?
Of course we will take steps to market our products to our business partner but whose responsibility is it to create pull in the market place ? Could we take steps to co market our business partners product ? Considering that the more that they sell the more revenue we will generate – depending on our product and/or service, maybe we could move from simply selling product to a business partner and leaving them to perform all of the marketing promotion.
Maybe we could move to education the market place, training our business to business partner and many other specific activities depending on the development of the strategy.
Strategy development can take many months but in the first instance I would typically run a day’s seminar on the topic [anywhere in the world – based on demand]. Hopefully, I have touched on a few points which can serve as food for thought so you can take and use in your business.
Should you wish to make contact to explore working together – do not hesitate to get in touch.
To your business success,
Stephen C Campbell
I was reading an interesting article the other day about the Billions, yes Billions of dollars that GE as a company adds to its bottom line in additional revenue because of the power of the GE brand. The question I ask myself, consulting clients and seminar attendees is – how much does your brand allow you to …
- charge more for your products and services
- get referrals
- get clients coming to you
- add to your bottomline revenue ..
… and the list could go on. Of course, what we are talking about here is the amount of Brand Equity that we have in the market place that can be translated into revenues.
Now, depending on what business you are in, you may develop a strategic plan to base your brand equity around what you consider to be your strength in the market place. This could be in the …
- supply chain
- technology innovation
- product quality
- technical support
… and other aspects of the business that can be used to differentiate you from the competition.
It is of course important to state that what any company focusses on may radically change based upon whether they are focussing their efforts on …
Business To Business or in the Business To Consumer
… marketing strategy development and branding activities.