Business-to-business advertising promotes products or services to other businesses, focusing on value and efficiency. Trade publications are a common platform, while broadcast media is less effective. The four ps of marketing are addressed, and customer testimonials are often used. Real-world customers may receive a discount for providing a testimonial.
Business-to-business advertising, also known as commercial advertising, is a form of promoting a company that is geared towards other companies or businesses. Thus, the main focus of business-to-business advertising differs somewhat from consumer product advertising. In most cases, commercial advertising seeks to find a way to show businesses what value a particular product or service can add to their final products. This can be in the form of promotion or in the form of efficiencies that can be realized in production.
A great deal of business-to-business advertising is done in trade publications, where there is a captive audience looking for new ideas to create product awareness and efficiency in manufacturing it. For example, a printing company might be very interested in a new printing press, better ink or paper. Those who can supply these products to the business can focus on how cost-effective their products or services can be compared to current equipment or methods.
To a lesser extent, business-to-business advertising can be done through broadcast media. In most cases, broadcast media reaches a more general audience and therefore may not be cost effective. In some cases, such as shows that directly relate to business, it may be possible to reach large enough audiences where these media are effective. If so, it’s usually programming closely related to the business that uses the show for advertising, such as those promoting brokerage services or corporate infrastructure.
As with most forms of advertising, there are four specific aspects that business-to-business advertising will likely address. These include product, placement, price and promotion. These are considered the four ps of marketing. The advertisement describes the product, perhaps explains where it can be purchased, and promotes its benefits. Advertisements may not directly discuss pricing, but they often allude to why it makes sense to buy the product from a cost perspective.
One technique that business-to-business advertising often employs is customer testimonial. This involves finding a customer who has used your product or service and having that person explain the benefits. This is often very effective from a business perspective because it shows other businesses what they can expect.
In many cases, real-world customers can receive a discount on the product if they provide a testimonial. This needs to be factored into the cost of business-to-business advertising, but it could be a much cheaper way to go. Besides not having to hire actors, the company doesn’t need to come up with expensive ad copy.
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