By Shaune Jordaan, MD, Saatchi & Saatchi Pro
B2B is often associated with boring, unimaginative and old school creative work. Perhaps too many agencies have decided that direct mail and professional print were the only things they could do, and dozed off. Well it’s time to wake up. The new digital revolution is an alarm call redefining the way we communicate to B2B professional audiences, because in no other sector does digital’s ability to deliver transformed, personalised and targeted experiences have greater potential than within B2B. The key is to remember that people are people. We are all driven by emotion and prejudices when making a purchasing decision, and technology or communications should move us accordingly.
End user orientated ideas supported with technology are a must within the B2B space, as the challenges are more complex and must be solved without large media budgets to rely on. Take for example the problem Heathrow express faced with presenting passengers with an easy to read price and time comparison for their onward journey to Central London. Saatchi & Saatchi Pro's ‘journey comparison generator’ enabled Heathrow passengers to get into London as speedily, easily and as cheaply as possible. The campaign won a category award for digital advertising at The Drum, Creative Out of Home Awards.
Equally, B2B business challenges often mandate a technology or digital solution. Sometimes this is because the direct response needed lends itself to the data and measurement that is born within technology and digital communications. Sometimes it is because the problem requires a deeper solution than communications, where digital platforms and technological innovations are best placed to deliver.
If I am trying to influence a select few individuals its obvious that digital or technology is the answer.
Interestingly B2C communications strategies can also play a part in B2B. Take for example the Carlsberg TV advertisement we launched trying to convince key distributors to stock Carlsberg, just ahead of the 2014 football world cup. According to Saatchi & Saatchi Pro's Chairman Peter Lovatt, "Ian Wright, Jeff Stelling and Paddy McGuinness fronted the Carlsberg Fan Squad – a rapid reaction force whose mission was to put right the frustrations that the fans put up with to watch the game they love. Not only a commercial success with the trade, the campaign also helped consolidate Carlsberg’s unique 30-year involvement with British football and its fans."
B2B businesses have boring creative work? Think again.