TRANSLATING CONSUMER SUCCESS into b-to-b success

A few months ago we started taking a hard look as to why brands that are consumer centric often struggle in the b-to-b space. After some basic research and thinking about what we regularly experience, we crafted a white paper,  TRANSLATING CONSUMER SUCCESS INTO BTOB SUCCESS. We found that there are six common and might we say avoidable mistakes when crossing over from a consumer centric space to business marketing. We’d welcome your thoughts and comments on a topic that we believe warrants more discussion.

NeoCon 2008 commentary

Each year in early June, tens of thousands of people make a pilgrimage to Chicago’s Merchandise Mart to see this year’s latest and greatest contract design products. It’s an exhibition that as its name implies is about “new.” Yet it’s a show so lost in the weeds that its exhibitors believe that unveiling new products is in itself a marketing plan.

I’ve been told again and again that architects and designers don’t want to be told how to use a product—that they will create a vision based on their project need. That they’re  enlightened artists who can intuit how “new” will be utilized. And that a mere suggestion of a concept to tell the story of the design risks clouding their uncluttered minds. (Or at least that’s what the exhibitors at NeoCon would have us think.)

But does that preclude the idea of telling the story of what the product means on an emotional level? Does that exempt the need to build an experience with the brand? Are we saying that these new products’ intrinsic beauty alone will forge deep connections because the A&D market is so visual, so creative? Please.

How can an industry based on design be so devoid of conceptual thinking? I speculate that the majority of people attending the show had a hard time differentiating the products in their minds. Separating one “new” color palette from another at a neighboring showroom. Or recognizing how superior the rectilinear shape of this year’s model is to its predecessor.

Here’s another question: How can the industry that spawned “Green” be addicted to “new”? Perhaps the label of successful is more appropriate for products that remain appealing after twenty years. That’s brilliant design.

So here’s some advice to exhibitors who may be thinking that maybe “new” isn’t enough:
•    Connect emotionally, not just visually—a cool rug with a new product isn’t a strategy
•    Create a reason to remember a product and realize there’s lots of other candy out there that smells and tastes like yours
•    Tell a story that’s memorable and different
•    Create new product experiences that are visceral
•    It’s OK to create messages that sell product, but make sure the messages are relevant to your audience
•    Stimulate the brain as well as the senses

Lastly, realize that while architects and designers are creative, they’re still ordinary folks. They consume the same Coca-Cola, lattes, iPods, tacos and cell phones you and I do. They wake up in the morning, get dressed  (probably in black) and get stuck in rush hour. They even read and watch the same news we do. Perhaps it’s time we started making emotional connections with them the same way we do with everyday people. How’s that for a marketing plan?

Wave Hello To Brand Loyalty

As marketers we are always looking for ways to bring the "experience" of the brand to our consumers. By reaching out in such a personal way, research shows that we are able to build a stronger bond with them, and, thus, instill greater loyalty.

But try as hard as we might, nobody can create that bond better than the customers themselves. That "revelation" came to me on a sunny summer evening as I was driving my Jeep Wrangler, with the top town and the tunes blaring.

My wife, who usually drives our little 4-wheeled toy, noticed a phenomenon: Every time she passed another Jeep Wrangler, she'd get a friendly wave. I just chalked it up to politeness or coincidence or, I dunno, maybe somebody subtly hitting on my wife.

But then it was my turn to take the Wrangler for a spin. As luck would have it, I passed a Jeep Wrangler driven by a 20-something guy. He waved.

About a mile further down the road, I passed a middle-aged woman in a Jeep Wrangler. She waved.

And as I neared the end of the journey, I passed a gray haired man in a Wrangler convertible, who, reached out and waved to me like I was his long lost brother.

It was a branding experience like none other I've ever had. I felt a bond with the guys in Jeeps. I felt proud to be part of their little unspoken club. And, I gotta admit, I can't wait to get back in that vehicle and meet up with my new pals.

I'm not a big car guy. I'm fine driving the minivan with the kids gum stuck to the seats. But I am now officially a Jeep guy.

I'm bummed when I'm driving and I pass a Wrangler and I'm NOT in ours.

In the course of 6 miles I went from "brand aware" to "brand loyal." Not because some ad told me to. Not because some dealer put a rocky test track in the dealership. But because I got a wave. A wave that touched me on a personal and emotional and organic level.

Redefine your ownership online and offline

My new favorite online toy is seeqpod.com. SeeqPod is an audio and video search engine. Just like any other search engine, you type in what you're looking for (a song name, a video, a podcast, etc) and results are shown in the SeeqPod player. You can instantly hear the song, or watch the video you've searched for. It's instant gratification, totally free, and totally legal (for now.)

The thing I love about SeeqPod is that instant gratification. You can immediately hear that song that somehow got stuck in your head and you don't have to pay for the privilege of doing so. It has totally stopped those random iTunes store purchases that have been clogging up my iPod, the ones that make me cringe when I'm in shuffle mode-- you know, those songs that are just a harmless blast from the past-- they burn up my play counts for a day, maybe more, then are immediately buried as dirty little secrets in an anonymous playlist on my iPod. Fugazi? Doll Parts? Hanoi Rocks, anyone?

Sometimes you really don't need to purchase a song. Sometimes you just want to hear it once (or maybe five times in a row.) The availability of information online has made what was once an impossibility to a total necessity in my music library. It has truly challenged my ideas as to what the need and value of "ownership" is.

Music is on demand now, just like consumer demand forced the same for TV and movies. In order to survive, we need to move away from the old model of "ownership" and redefine what it means. Not only in our personal choices, but in our advertising, our brands-- our entire presence online. Truly you really don't need to own something to fully appreciate its value anymore.

Interactive media: a growing opportunity

For years, marketers have complemented their traditional media plans with ‘test-case’ online buys. Typically, less than 10% of a client’s media buy was allocated to purchase online banners and sponsorships. Today, interactive marketing spend continues to increase and, according to Forrester Research, is estimated to triple to over $61 billion over the next five years.

Marketers are finally recognizing the benefits of interactive media, which provides the ability to target buyers more precisely, to measure results and to generate business leads. And, there is an opportunity to creatively engage buyers on an emotional level with this dynamic media.

Are you still just experimenting with online? Why not take the plunge and embrace interactive – search engine marketing, social media, online videos, blogs – as a foundation of your integrated media plan?