Laser
focused.
On the Target Group.
To create a unique Communication Concept – Multiplicable & Channel Independent.
In the 90s, we mainly worked with B2C (business-to-consumer) brands. It’s a long list of experience, and below you’ll find some that might also be known in Canada*.
To be successful in B2C, there are two main ingredients you need to understand: dedication to an in-depth understanding of the target group, and a strong Communication Concept – a solution that is Multiplicable and Channel Independent.
Let us explain what this means and how this mindset enables a huge opportunity for B2B (business-to-business) companies.
A long background to an interesting conclusion
When you compete for consumers’ attention, you have very little time and few chances to make them recognize your offer. It happens in the blink of an eye, and those who succeed are greatly rewarded.
The recipe for success is well-known and no secret in the advertising industry.
Stage 1: The Target Group in focus
The agency needs to creep under the skin of your target group: what are their thoughts, what attracts them, who or what do they trust, etc.? It’s called Planning. A Planner represents the customer at the agency. Their job is to deeply understand the target group to give the best available advice to the creative team to build a Brand Concept.
Stage 2: Creating a strong Communication Concept
The single most important component in building a distinctive brand is the Communication Concept. The Communication Concept is the compilation for how the brand differs in the competition. Something unexpected to give a unique tonality and impression – triggering something interesting beyond the industry’s standard messages that becomes a vital company asset. Every successful B2C brand has meticulously carved out a unique Communication Concept, and it has two major tasks: to attract the target group and to become an intangible asset competitors can’t copy.
What are the signs of a strong Communication Concept?
To be a genuine intangible asset, the Communication Concept, as discussed above, should be unique and something competitors can’t copy. But the Communication Concept also should meet two important conditions: it must be Multiplicable and Channel Independent.
Multiplicable means it can be used in many different ways while still aligning with the Communication Concept. Over time, it builds consistency, and brands with an average campaign life of 713 days see a +15% increase in ad-brand recognition annually**.
Channel Independent means the Communication Concept can be executed across every thinkable target group’s touchpoint/media.
How does this make sense to a B2B company?
The short answer is that both B2B and B2C companies experience competition. And as long as we put the target group at the center, it is very similar. The difference is that B2B often have a more complex cluster of target groups to consider.
For instance, if you sell industrial machinery, you need to convince the users of the machinery that you have the product that fulfills their critical specifications. Then the purchasing officer must see the added value of your product, and if it is a paramount investment, the management, or even the board, needs to be convinced. The brand has to take all those roles into account.
Are procurements exclusively about facts?
That is what we usually think. It is about who best fulfills the tech specs at the most competitive price. It’s logical. But behind all this, there are humans. And it’s not that simple to see clear differences for industry machinery, or any other B2B business, at all. The specs vary because the products/solution are not identical. Then you have to evaluate which one gives the best value. And suddenly you talk about trust. What product/service/solution do I believe is the best for our company – or for my career?
This enters into perceptions territory. Which is exactly the same as for B2C. It is a more complex situation than picking something from a shelf, but still – the human factor exists, and if your company/product/brand is more trustworthy to the target group, you win.
Where most B2B companies go wrong
We have met many, many B2B companies over the last 25 years, and they fall into three categories:
- The I-don’t-care-about advertising’s
- The I-want-the same-as-my-competitors’
- The I-want-something-unique’s
The least common companies are the I-don’t-care-about-advertising’s or the I-want-something-unique’s. The vast majority are the I-want-the same-as-my-competitors’.
They are happy doing what everyone else is doing. To look and behave the same way. Why is it like this?
Culture and Knowledge
Slightly simplified, B2B companies see themselves and their customers as rational, logical beings. Everything is measured and evaluated; emotions and perceptions are not a part of the B2B culture. The other thing is a lack of understanding of how Communication Concepts can add value to their business. It’s seen only as a cost, not a sales driver and an intangible asset.
Invest to Harvest
B2C companies have huge marketing investments in media. Their target group is often broad, and they know they need to invest to reach their goals. To attract attention, they have to be proactive wherever they meet their target groups. They invest heavily in various media, online and offline. They would never rely solely on their own media platforms, e.g., website or social media.
B2B companies often rely on their owned media. It’s a more reactive approach rather than proactively seeking their target groups’ attention. But to utilize this tool to increase your sales, you have to invest to harvest – the same way you invest in sales to improve your business.
A B2C mindset for B2B: that’s how we make a difference
We try to live as we teach. Our target group is B2B companies in the I-want-something-unique category. We have developed solid experience across various industries in building strong Communication Concepts for B2B companies – and we have seen how this can change their trajectory. It is both simple and extremely hard.
The logic behind it is simple. We need to understand companies’ goals, and we have a process, BrandTrail, that helps us listen carefully and dig deeper to gain a better understanding. We put the target groups at the center and create multiplicable, channel independent Communication Concepts that change the future for our clients.
We believe in knowledge, and we value deep cooperation with our clients. Then they get the best out of us.
No one is happier than us when it comes to discussing these things, and if you are interested, we will show you how we have made a difference for others.
* For instance, Electrolux, AEG, Zanussi, Husqvarna, Casio G-Shock, Guess watches, Heinz, Finish, Halti, Nokia, World Wildlife Fund WWF, Roblon, Trend Micro, and American Express. But also many domestic brands: grocery items, beer, jewelry, beds, etc.