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,
With the ever increasing widespread use of the internet for business strategy development, for advertising and for marketing – we attract clients from all over the world and with that prospective clients, as well as those clients who have had some experiences with us can say what they wish to about us – all online. This calls for organisations to be concerned about managing the reputation of their business online.
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 :-
… 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.
OEM marketing and business development is where I spend a few years managing clients within Europe, the United States and the Far East. It is an exciting part of business to be involved in as so many people are unware of the fact that when they are driving a car or using a computer – that many of the components in the product are not manufactured and developed by the company that has its name stamped on it.
This is where OEM – Original Equipment Manufacturer – business development comes into play where the 10s of millions of $s of revenue are generated where companies supply various parts and components to other companies. This could be :-
… and many other components parts that are necessary to manufacturing lines operating.
The question of how to make use of emotional intelligence with businesses is one that is being asked by people found all over the world. It is the seperation of Personal And Self Development from business that it looked at which up until recent years was the way to look at things.
Now of course, we are looking at the most successful leaders and managers [see the book Primal Leadership] and noting that it is something more than their academic accomplishments or their straight line IQ neural connection but; their ability to adapt to and connect with other people.
Emotional Intelligence and the associated Social Intelligence is a critical attribute that is to be embraced by leaders as it is the ability of the manager or leader to get other individuals in the team to execute tasks and to be willing to come up with new ideas.
As we continue to live in this technologically advanced world with organisations looking for the competitive edge, it looks as though this focus on [some say] the more ‘woolly aspects of our skillset could well be the component that sets one manager apart from another.
I’ve felt privileged to have the requisite skillset to be able to combine Business Strategy Development and Self Development skills in order to help organisations and individuals to move foward by first understanding and getting in touch with Emotional & Social Intelligence.
Feel free to contact me should you wish to discuss this or any other business development matter.
… and Business MarketingStrategy development – we covered development of appropriate Marketing Channels, Segmentaiton of the Market from both a Demographic and Psychographics perspective as well as working on which Category of the Marketing Lisa’s business would be operating in.
Some months after working on the business, I coached Lisa form a Self Development perspective as often, this is the part that is underdeveloped in many of us.
Here you will find a testimonial from one client who is a London based expert in the Personal Development field.
The strategy Process that I have developed over the years has enabled me to be able to work with clients found in a variety of industries. This was based on one of my mini daily consultations for those not in need of one the more complete longer term Strategy Consultations.
I found Stephen's Professional Consultation to be highly invaluable. The
consultation enabled me to get more focused and clear on my product and
the service I had to offer.
Stephen skillfully assisted me in looking at various ways in getting my
product on the market and how to go about marketing myself in a more
I was impressed with how rapidly I was able to make progress with my
business, from just simply making use of the Consultation and know
that a fuller consultation can only benefit me more greatly.
I would highly Stephen in terms of good customer care and support,
and in his high level of professionalism and marketing expertise.