The Importance of B2B Branding
Creative Content Is King
Building a Memorable B2B Brand
Do you buy your favorite soft drink because it “delivers 30% more fizz than other brands?” Coca-Cola advertising begs to differ. Iconic consumer brands became household names by creating memorable, emotional connections. As Zig Ziglar, the great sales trainer would say, “People buy on emotion and justify on logic.” Newsflash: the decision-makers buying your brand are people, too. And they want more.
As covered in the first LinkedIn Collective post, while 70% of senior marketing leaders agree that B2B purchasing decisions are just as emotionally driven as B2C, 48% of them find B2B ads boring. Worse, an astonishing 71% of B2B ads are likely to drive no sales at all! Why?
Most B2B ads are focused on lead generation, click-throughs and ROI. According to The B2B Institute, nearly 80% of B2B marketing budgets are spent on performance marketing. After all, what’s measurable feels safe – especially in a climate where every expenditure needs justification. But what is actually happening is that marketers are sacrificing long-term brand profitability on the altar of quantifiable metrics.
Building brand is about memory. It can take up to seven interactions with a brand before a decision maker is in a position to even consider buying. That’s why a campaign that delivers an emotionally compelling message across all your marketing channels is so important. Without it, your brand is not likely to be remembered long enough to be in the consideration set. So, what’s the answer?
At Triad, we believe B2B brands can take a page from B2C marketers and emphasize creativity more. Research shows that creative is the single biggest contributor to sales in an ad campaign (47%) with great creative driving 10-20X more sales.
“Creative campaigns aren’t just for consumer brands. Every brand has a story to tell – the key is telling it in a way that makes it memorable.” Says Tom Prikryl, Triad’s founder and CEO.
And that’s just what we’ve done for clients like All-Pro Fasteners. To support All-Pro’s unique 360° approach to fastener supply, we developed a social campaign that used memes to tap into common industry frustrations and position All-Pro as the answer. You’ll find a description, and some examples of this campaign in the image gallery in the section below.
Interested in seeing how we might make your brand story unforgettable? Contact us any time to set up an exploratory meeting to learn more.
Social Media Campaign
Uses Humor to Address Supply Chain Issues
With the industrial world just emerging from massive supply chain issues, fastener sourcing continued to be a critical issue for many manufacturers. Triad’s client, All-Pro Fasteners, a leading distributor of fastening products, had done a quality job of product sourcing and wanted to promote the reliability of their fastener supply process. The goal was to inform the market of All-Pro’s fastener supply process via a social media campaign, which not only emphasized the importance of a reliable supply of fasteners but also addressed other fastener supply issues of concern to manufacturers.
To meet this objective, Triad created a LinkedIn campaign, where fastener supply issues were treated as a “syndrome,” branded as Fastener Supply Pain Syndrome (FSPS). FSPS manifested itself in worries about shipments, invoicing, and order accuracy – issues that manufacturers were experiencing in their jobs every day.
The cure for FSPS? The professionally reliable services delivered by All-Pro Fastener.
The FSPS campaign included a post/week over a two-month period and was successful in better establishing All-Pro Fasteners as the reliable source for fastener supply.