Business To Business Advertising

Business-to-Business advertising in its simplest form is called trade and industrial advertising

. Marketing products that one company sells to another, which would be used to create an end product. B2B advertising needs to be done in the right way, at times it is not enough to market the product or service it needs to be done along with a few other mediums to make the sale. Ideally it helps in paving the way for a salesperson to contact, by marketing the product in advance. Let us take an example of a e-mail containing a brochure of products, this would have been sent to the other business in advance, post which the sales executive would come to execute the sales pitch. B2B advertising attracts the attention of the business or client even before the sales executive pitches the product or service.

Tips for Marketers

The marketer needs to understand that sales pitch might not be enough as the business or client would understand the product specifications, the advertisement must be rational in nature. Facts and figures must be provided so that the other business would be able to make their own selection. Benefits, testimonials and news would be added influencers. Testimonials work well, getting feedback from other business and adding them, as testimonials would be beneficial, as these are rational statements. Demonstrations are very effective, showing how the product works is a good idea, they would get to see and understand the products performance.

News always helps, showcasing a new product that was launched in a journal or scientific journal would appeal to other businesses. Industrial journals have information relating to the specific industry. Previously these were limited to print journals, but now e-journals are very popular amongst organisations. Product price and specifications so that other businesses would be able to judge how much they are saving.

Layout of Advertisement

Coming to the actual advertisement, the layout must be kept very simple, avoiding embellishments or ornate designs. The font type needs to be kept simple; it shouldnt be either too big or too small. Ideally they must look like a newspaper article, with a single illustration with three-column text. Headlines need to be catchy as this attracts the attention of the reader. The body copy must be kept to the point, explaining the specification in a neat manner. The advertisement shouldnt be copy heavy as this put-off the reader. Captions must be provided for the illustrations, so that the product is identifiable.

Advertisers need to understand that there are several products and services that are competition; the products price needs to be marketed so that the other business would want to buy the product, as there is a financial benefit. Closing the body copy is a must for these kind of advertisements, they need to have a clear call to action, a phone number or an e-mail address must be provided so that they can get other businesses to call them for the product or service.

Business to business advertising involves marketing products such as copier machines, raw materials and services such as logistics, human resource and facilities such as Internet, security services for both industries and computers. These products or services help in delivering products to the end consumer or customer. Ideally these products are marketed using e-mail marketing newsletters, e-journals such as scientific and technological journals. Brochures and ads in industry magazines are added bonuses, which can specifically target an industry or industries. Computers protection software can be used by several organisations, it not be an industry it could be another service sector industry or business. Businesses while advertising to other businesses need to understand that the target audience understands the product or service; the ad must be appeal to their rationale sense.

by: Rodney Wincaster

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