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 what we call “Multi Channel Marketing” which is being expected and demanded by the end user customer more and more these days. So – why Multi Channel Marketing ? one may ask. Well it is for the exact reason that is has been shown that many people will not end up purchasing a product until they have heard about it through a number of different sources or what we call marketing channels.
This is why it is so important not to focus all your marketing efforts just on one channel, such as :-
Word of moout
or even Television Advertising.
There are so many different marketing channels that are available for any company to make use of in order to a) promote its products and services and b) to actually deliver given products and services into the hands of customers, with that said it is advisable to make the efforts to divide up and spread out company advertising and marketing efforts and making use that multiple marketing channels are used. This is particularly true when we speak of digital marketing; this in itself is a marketing channel that can readily be further sub divided into sub digital marketing channel through which specific and targeted marketing messages can be pushed.
Looking into multi channel marketing further, another reason why companies may well want to look deeper into making use of multi channel marketing a key component of their top level business development strategies is the fact that different channels are likely to reach different target market segment customers. One simple classification can be made with the use or non use of digital marketing; it is clear that some customers that may wish to be reach may spend a lot of time on the internet, whilst a certain segment of the population may not want to or care for using computers in their everyday lives.
When it comes to the topic of direct marketing; the evidence shows that some people just tend to throw away direct marketing mail items without even looking at them, while others always look to see what type of deal are on offer from the company in question.
The points above are made in order to illustrate the fact that by using multiple marketing channels companies will be able to reach more people in total with their product and service offering messages. Of course with any coherent marketing strategy development and execution appropriate research into the desired target market in advance will determine which types & classfications of channel marketing to make use of. Marketing professionals will then be able to determine which channels to market are more likely to reach the client that they are attempting to reach.
When it comes to online internet and digital marketing [search engine and social media] methods this can a great way to reach those that are known to be tied to their technologies that continually interface with the internet, on the internet there will be certain clients [all of this would be defined within the definition of the ideal client profile for the business] while more traditional print, radio, and television advertising might be better methods for reaching those that are maybe more elderly or prefer not to be using the internet as often as other target market clients.