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,
The visual and audio summary of the Business To Business Marketing and Branding seminar and consulting process that I follow may be viewed/listened to in the video below for those who prefer to take in information from an audio and visual perspective :-
For a quick rundown of the sections that we will go through should you employ me to conduct consulting/training in your organization is as follows :-
Differences Between B2C & B2B Branding
Reasoning behind the structure is to first give a grounding in the fundamentals of the topic, to look at some of the terminology and establish the overall framework and methodology for marketing and establish branding excellence to other organizations as opposed to the more common marketing and branding targeted to individual consumers.
It is important to make clear distinctions between the branding and marketing process in terms of the goal of selling products and services to other organizations. Whether your business to business marketing efforts are for the purpose of the partner company reselling your products as a component of their finished product [as part of an OEM business partnership] or; for the purpose of the partner organisation reselling or distributing your product – there are key fundamentals that need to be brought to mind and paid attention to if one organisation is going to be successful selling to another as the success of the selling company and the one selling to the end user are tied.
The Equity of the Brand is explored in the “Branding Dimensions” section and gives the marketer the fundamental business parameters on which to focus on in order to raise the equity of the brand in order to make the selling, marketing of the organization’s products and/or services run more smoothly.
The “Branding Process” section deals with some of the organizational complexities that need to be address if successful B2B Branding and Marketing ongoing campaigns are to be executed within the company. Ownership and management involvement is a key component that is addressed as this is one of the reasons why companies fail to make as much out of the B2B Products & Services as they otherwise could be if they do not adopt some of the structure and process management highlighted within this consulting process.
Finally we look at why some organizations fail in their B2B marketing and branding efforts by examining real life cases in order to extract the key learnings so we make sure that we do not make the same mistakes.
Do get in touch if you would like to discuss receiving some B2B branding and/or marketing consulting and training within your company.
Now that you are convinced of the need for multi channel marketing, you should consider all of the different options available and how they might be useful to you.
First, there are the more traditional print marketing strategies, such as
inserts in various papers
Next, you can do email marketing campaigns. You can use your customer database, or you can use squeeze pages to get potential new clients to market to. You can also use co registration or advertise on other people’s newsletters.
Another big trend is to use social media, either by placing advertisements or adding blogs or videos. You can join different networks as well to get your company name out there.
Search engine marketing is another common strategy. You want to do things that will get your website listed near the top of the results through various SEO techniques, as well as using RSS feeds, pay-per-click campaigns, link building campaigns, and tagging.
Radio and television ads can also be used, including short or long ads or infomercials.
Take advantage of free and paid public relations opportunities, and use inbound and outbound sales calls and teleconferences as well in order to market your product.
Joint ventures with other companies that offer complimentary products can also be of great benefit.
You will have access to their customer databases and marketing efforts as well as your own, and as long as the products are complimentary you should be able to increase your sales since the target audience of both products should be similar.
It is a great way to reach new people that are likely to be interested in what you have to offer.
The options listed above are just a few of the opportunities you can take advantage of in order to set up your multi channel marketing campaign.
In recent months, much of my work has been centred around that of Channel Marketing and I cover specifically that of
Multi Channel Marketing which is being expected and demanded by the end user customer more and more these days.
So – why Multi Channel Marketing ? It has been shown that many people will not end up purchasing a product until they hear about it through a number of different sources or channels.
This is why it is so important not to focus all your marketing efforts just on one channel, such as :-
or even Television Advertising.
There are so many different channels available to you, so it shouldn’t be hard to spread out your marketing efforts through a number of different channels.
Another reason why you should use multi channel marketing is the fact that different channels are likely to reach different people. While some people spend a lot of time on the internet, others don’t even use computers.
Some people throw away direct marketing mail items without even looking at them, while others always look to see what type of deal is being offered.
By using multiple channels you will be able to reach more people overall with your message. Of course you should do some research into your target market before you determine which types of channel marketing to use. You will then be able to find out which channels are more likely to reach the market that you are trying to target.
Online internet and digital methods can be a great way to reach those in younger markets, while more traditional print, radio, and television advertising might be better methods for reaching those that are more elderly.