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...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.