Clients are clients are clients, right? Pretty much, except when one of your clients is a 'B2B' client and one is a 'B2C' client.
B2B stands for business-to-business, and B2C means business-to-consumer. B2B clients will market their products and services to business-focused people (e.g. advertising agencies, office furniture manufacturers and commercial real estate companies), and B2C clients will market to consumers (e.g. restaurants, retail stores and tourist attractions). Some (such as a cleaning company that cleans both commercial office spaces and private homes) will market to both.
Whilst your experience of working with B2B and B2C client contacts will be very similar, the strategic output that you produce for these clients will be very different.
Both B2B and B2C clients will require your agency's input into their advertising, promotions and publicity exactly the same (though the tactical execution of the campaigns will be different); and both B2B and B2C end-customers want quality customer service; and to know they are purchasing from a reliable and trusted source.
However, the key similarity is that all of your campaign work (whether it's B2B or B2C) is simply P2P (person-to-person), a.k.a. H2H (human-to-human).
Agencies are realising that businesses don't make decisions, people do. No matter what kind of industry your client is in, they deal with people. P2P promotions should move past simply promoting products and services and let customers know how much your client can actually help them.
This concept works well for B2C clients, but is much harder to communicate for B2B clients (when conveying 'boring' facts plays an important role in how you communicate to the customer). Even in a world where you are helping your client to sell widgets (that require the inclusion of specifications and data) the people buying the widgets are still people. By thinking outside-the-box in the way you communicate to these B2B customers, you can appeal to their emotions just as much as if you were selling softdrink to a teenager.
When you are thinking about B2B and B2C strategies and tactics, don't forget the people of the P2P and your campaign will be richer for it.
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