Both disciplines work in crowded markets. To get cut-through on that page or with that influencer your idea must be so on point and that rests on experience and knowledge of either discipline.
Techniques we love — the best of both. We love that the B2B team are masters at creating market leadership and consumer borrows big for our national and trade campaigns. Both sides have a deep knowledge of international campaigns and cross cultures that help our teams get the most working for international companies — and on international briefs.
We are both often charged with building sales leads , building trust, creating stories and delivering behaviour change. We love swapping insights, tricks and techniques from both sides. As you can see it is a fascinating conversation. Long may it continue. In contrast, B2C PR concentrates on targeting the general public, presenting a product or brand directly to the consumer.
Although both are technically customers, and human beings, B2C and B2B tend to differ in their approach. It is important to remember what drives each target audience when considering your PR approach. Working towards approaching a business market, B2B PR professionals are engaging with business buyers who are driven to buy products that will help their company be profitable. This is in contrary to the consumer-driven B2C PR campaigns, which are directed at you, the public, who buy based on emotions associated with status, desire and price.
With a focus on brand awareness, B2C PR is motivated by style, working towards building a product that is reputable amongst its relevant verticals. Similarly, B2B PR works to build a reputation within the targeted field. While the methods may differ between sector, the overall objective is to create a trustworthy relationship between the brand and the targeted audience.
Driving your target audience to purchase a product, service or brand is not always black and white, the process can be blurred when it comes to B2B and B2C PR.
Every decision we make consists of many conscious and subconscious emotions. We all have the same basic emotional triggers and needs that drive action. Needless to say, the triggers for B2C and B2B buyers are different. Fear is a powerful emotion. FOMO refers to a general anxiety that other people are having more fun, living better lives, or experiencing better things than you. Savvy brands have cottoned on to this and play on it in their comms.
In the lead-up to product launches , they use social media to build hype. They deliberately leak product details which Apple fans excitedly share with the world. A side effect of FOMO is the desire to be the first to know. Once the hype is at fever pitch, Apple release a limited quantity of each product, making people want them that much more. This is a textbook example of FOMO marketing. In the age of the internet and social media, consumers expect to find services, products, and information on demand.
As a result, we no longer have to go to a shop to rent a movie. We have Netflix. We have Spotify. We can get pretty much anything we want, instantly. Make it crystal clear in your interviews, editorials and interactions with your customers and the media, how your product or service can fulfil an immediate need. Take, for example, paint brand Dulux. Incidentally, instant gratification often leads to instant purchases.
B2B customers are triggered by different emotions. The stakes are high for B2B buyers as the purchases are typically worth more.
Jobs, reputations and livelihoods can be on the line. For this reason, B2B buyers tend to be risk averse. Anything you can do to reassure them that you and your business are reliable will work in your favour. Computer hardware brand IBM is renowned for using this tactic. Trust is one of the most effective triggers in emotional marketing. Trust leads to brand loyalty, which ultimately leads to repeat business.
As consumers, we tend to make purchase decisions quickly, if not on-the-spot.
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