There’s a perception that business-to-business (B2B) marketing is quite boring – and definitely not as sexy as business-to-consumer (B2C) marketing. Where are the huge television commercials (TVCs)? What about the glamorous Cannes-or Loeries-type awards ceremonies? When people think about business buyers, they think of pragmatism – procurement processes, decision-making units and an approach to comparisons that’s driven more by spread sheets than by emotion.
The truth is, people are not robots and emotion does play a role in purchasing decisions, even if they’re tempered by pragmatism. There’s a case, then, for creating initial interest in a B2B brand with an emotive B2B marketing campaign – like Volvo Trucks did in the ‘Epic Split’ TVC they created with Jean-Claude van Damme doing the splits between two trucks. If you think about the buying process for purchasing a fleet of trucks, it’s a very organised and comparative process. All the competitor trucks offer a similar cost-t...
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