Corporate advertising, also known as B2B advertising, aims to attract other businesses to buy goods and services. Strategies include print ads, direct mail, and email campaigns. All kinds of products and services can be marketed, with a focus on providing something that a particular company needs to function.
Also known as business to business or b2b advertising, corporate advertising is the strategy of attracting the attention of another business and convincing that company to buy the goods and services offered by another business. This type of advertising will likely use all of the normal forms of advertising generation, including the placement of print ads in appropriate periodicals, direct mail campaigns, and any other means that may produce the desired sales. Industrial advertising is common in nearly every profession or type of industry and helps meet the demand for a wide variety of items needed to conduct business within that industry.
With an industrial advertising situation, the key component is providing something that a particular company needs to function. For example, a company that manufactures raw olefin fiber will try to attract the attention of a company that refines various man-made and natural fibers for making furniture upholstery, automobile seats, and other items. In terms of services, a telephone company will want to get the attention of companies that operate call centers and request a number of incoming and outgoing telephone lines for that call center.
The exact strategies used in an industry advertising campaign will vary slightly, depending on the nature of the industry concerned. Print ads in trade magazines are a common approach. Advertisements are often geared to attract the attention of decision makers within other companies and to motivate them to seek out more information about what the manufacturer can offer in terms of quality goods or services. To reinforce these announcements in trade magazines, the same basic format could be used for a direct mail message sent to those same decision makers. The same basic text and graphics can also be the basis for a targeted email advertising campaign, with emails only being sent to people who have indicated through a third party that they are interested in receiving such emails.
Almost all kinds of products can be marketed to other companies. In manufacturing circles, the promotion of raw materials, production equipment and parts needed to keep equipment operational are often the focus of b2b or industrial advertising. Similarly, communication services, network systems support, business travel support, and all kinds of services are promoted as part of an advertising campaign. There are even companies that specialize in designing promotional materials for other businesses, such as giveaways for use at conventions and other get-togethers or for distribution to existing and prospective customers. If one company needs a particular good or service in order to improve the productivity of the operation, there are surely other companies that have what they need and are actively advertising in different mediums that the company is certain to use on a regular.
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