B2B Vs B2C

Business Classification Chart

Company

B2B

B2C

Business Communication

Consumer Communication

But Why?
Same name and same strategy may cause harm to your both the existing businesses.

B2B is not B2C

B2B

B2B- Agenda
Understanding B2B Buyer - Core Communication Brand Story

Corporate Identity ( It establishes the brand with visuals, word types and colours)
Points of Contact (Through Google Search, exhibitions, in gathering exchanging biz cards, references, targeting by database) Communication Mediums Website ( Soft copy of Brochure & AV Video) Brochure (Soft copy in CD & AV Video) Internet Marketing (FB, Twitter, You Tube, Content Blogging & Organic Search) A Marketing Presentation Direct Mailers Exhibition Kit Loyalty Programs

a. b. c.

d. e. f. g.

Understanding B2B Buyer

(Subject Matter & Solution Expertise)

Im Rational & Logical

Rational & Logical

The business buyer is sophisticated, sometimes understands our product better than we do, and wants or needs to buy products or services to help their company stay profitable, competitive, and successful. He understands his business very well and is very clear about his expectations from his supplier He must purchase according to a set of purchasing specifications Focus on Quality (including certification).

Understand My Business

Know me to help me

Be Consultative & Innovative

Give them that extraaaa..

a. Reduce Risk & Cost b. Increase Profit & Productivity c. Be Reliable

In favour of buyer

Task is

R to R Rationality to Relationship

If these are the challenges, then what should be our core B2B Communication Strategy?

Speaking to them in their language is the solution.

Rational & Logical

- Problem Solver - Differentiators - Quantify the quality

- Thought Leadership

Why he should buy from us

To show competency

Understanding their Business

Communication should reflect our understanding of the industry in general and what difference it can make to our clients business in particular.
Know me to help me

Consultative & Innovative

- Give them the personal touch. Nothing can substitute interacting with an industry expert. - Tailor Made / Custom Solution

- Share your experiences about the innovations that helped your clients in the form of case studies
Give them that extraaaa..

a. Reducing Risk & Cost b. Increasing Profit & Productivity c. Reliability

- Make him perceive the Value

( Customer Service / Quality / On-Time Delivery)

- Value in use - Invite for a Factory Visit

- Testimonials
In favour of buyer

After having understood the problems and found solutions. Now its time to take help of our findings to develop our core b2b communication.

Speak out only the differentiators

Without beating round the bush, we should say how different we are and not what all we are. Simply because an intelligent mind finds only the answers for the question it already has and does not read the exaggerated profile prose.

If these are our key Differentiators

( We arrive at differentiators based on understanding the B2B buyer)

People (Experience / Innovations ) Technology ( Largest Production Capacity / Imported Sophisticated Technology / Form Retain / other machine highlights) Product ( Variety / International Flavours/ International Preparation Methods/ Lip Smacking & Highly Nutritious Recipes ) Systems ( Excellent Tracking System / Facility run as per International Norms / Safety / Hygiene)

How should the differentiators be presented. Lets pick up some marketing wisdom adopted by the market leaders which created ripples in the market.

Boost

3 Times More Energy

Medimix

18 Herbs

The phrase is

Quantify the Quality

Have 10 Selling points

1 2 3
4 5

6 7 8
9 10

1 2 3
4 5

Experts in the Field/ Ask The Experts

(Consultation) Largest Production Capacity

6 7 8
9 10

Excellent Tracking System

Safety & Hygiene

Sophisticated Technology

International Preparation Methods

Variety / International Flavours

Certifications / Accolades

R&D :Lip Smacking & Highly Nutritious Recipes

Factory Visit

Because the buyer wants to know how different you are in petite time.

B2B Touch Points in Communication

B2B Buyer
Google / IM / SMM

Direct (Referrals)

Website

Trade Fair

Marketing Presentation

Company Literature (Brochure)

First.. Getting our identity (the face of business) right.

Corporate Identity
Biz Card Envelope Letterhead Company Name Board Employee T-Shirts Files & Folders Stamps & Seals Bags for Samples

Brand Standard Manual

Brand Standard Manual will guide through the successful and effective implementation of the corporate identity

Touch Points Effective Usage

Corporate Brochure
A new innovation A mix of print and digital experience. Dont just read it but also see it, hear it and feel it. Separate pouch will be provided containing the soft copy of the brochure / videos.

Brochure Layout Front & Back

One Punch line asking for Sale A Business Partner with International Acumen

Logo

Contact details

Brochure Layout Inner Pages

6 Excellent Tracking System

Company Profile
Experts in the Field

Safety & Hygiene

Largest Production Capacity

International Preparation Methods

Sophisticated Technology 9 Certifications / Accolades

Variety / International Flavours 10 R&D :Lip Smacking & Highly Nutritious Recipes Visit our factory

CD

Internet
a. Corporate Website b. Internet Marketing

A. Corporate Website
Information
Product People Technology Systems Accolades Testimonials Contact

Interaction
- Live Chat - Enquiry Form - Follow us links (FB / Twitter / Linked In)

B. Internet Marketing
Social Media Marketing
- FB / Twitter / Linked In

You Tube Videos SEO Paid Search ( SEM / PPC)

Effective Marketing Presentation

Customized promotional setup ( Invites / Posters / Standees / Backdrops / packaging the sampling etc..)

Creating interesting / effective Marketing Presentation (strategy / design / visuals )

Trade Fair
Stall Designing Standee Wall Hangers Panel Designs Handouts

Photo Opps.(Interesting
Product Hangout )

Strong Loyalty Programs

Tour Packages
Timely reminders Some innovative programs..

B2C

B2B- Agenda
Understanding B2C Buyer - Core Communication Brand Story Corporate Identity ( It establishes the brand with visuals, word types and colours)

Points of Contact

Communication Mediums a. Leaflet ( with QR) b. Website & Internet Marketing (FB, Twitter, You Tube, Content Blogging & Organic Search) c. Theatre Slides d. Posters / banners / Innovative cut outs e. In campus promotions

Emotional decisions backed by Logical reasoning

Our product already satisfies the rational attributes. Now we have to concentrate on building the aspiration around the brand with the help of those rational attributes.

All the emotional attributes change with the trend in the market. Which becomes a style statement. Which also becomes a peer group pressure. So people can feel of what good can be and are highly intuitive about it.

Now its the trend of Ingredient marketing, Manufacturing / Preparation Story..

And consumers like to hear this.

.and this is the reason why open kitchen restaurants are successful (even in Chennai )

Residency Hotel, Chennai

Remember Complan, Amul, Volkswagen and Aarogya Ads

We can take this trend one step forward and also become a trendsetter in our industry which very few players in the market have adopted and gained success.

But you obviously cant spend like Amul, Aarogya, Volkswagen But impact like these brands in small level is possible.

Volkswagen

http://www.bestadsontv.com/ad/32275/Vol kswagen-Polo-Crying

Empower your consumers with knowledge.

This is what the all the tech companies are doing which has created a mindset in the consumers which has made them to Check the specs first.

What actually happens with marketing Manufacturing / Preparation story?

Consumers today want first hand information. And when you narrate your story it allows them to gain more info about your product from the primary source and also displays your confidence on the product. Fear of uncertainty is removed / Confidence with surety sets in.
Transparency : In the first case you dont have to actually narrate your story like this but you go out of your way and share more info it which creates a positive image about your company.

Also consumers feel respected. Marketing Humbly You feel it is dutiful to inform them about they are actually consuming.

This itself can become a buzz and can earn you some free PR in NDTV Hindu.
Very few have tried this method and have been successful but a bad product can never try this.

How to say it

Packaging :The First Salesman

Idea is create a pack which will not only give an attractive / appetizing feel to the product, but will also serve as an efficient salesman. Imagine a pack narrating to its consumers how the product in it is made with audio and visuals.

Check out this QR Code to know how each bread is baked with due care to give the most perfect, delicious and healthy bread in the world

Logo

Brand Story

Product Story with varients

Also try:

Bread (3 Main USPs)

- New types of breads (Variety) - The breads are prepared in a way such that the natural goodness of the grains added in the bread are retained, the consumer gets the full nutrition whereas the other bread manufacturers soak the grains in water before preparation which makes the end product have reduced amount of nutrition. And the no. of grains added are more than the competitors (appropriate method of preparation / full nutrition/ more grains) - One can see the various grains added in the bread with naked eyes, just to emphasize you visibly see the ingredients. (see it to believe it)

Buns
The 3 main usps are - the buns are omega-3 rich (healthy) - the buns are stuffed from end to end unlike other buns in the market (more creamy) - they have vanilla, coconut, chocolate..etcs stuffed buns (variety)

We have some highly innovative and effective ideas to promote your brand

Bread day ideas will follow.