B2B Marketing Principles 7: Poor creative

B2B marketing is often epitomised by lazy and tired creative. I’m not talking about high end bespoke photography or clever five word slogans, I’m talking about the basics.

But if we assume that there hasn’t been the attention to details like targeting, the specifier or an effective value proposition, it’s not a surprise.

Like adverts aimed at equipment buyers in the oil & gas sector with – you guessed it – an oil rig in the background and a product shot in the foreground!  Flick through whichever sector specific trade magazine you like (I recommend Oil & Gas Engineer) and you’ll find at least ten clichéd advertisements.

Or like brochures that rely on over-used stock photography like this I talked about in a previous blog.

Or the use of flamboyant, over the top and ultimately undeliverable benefits.

What do they have in common? They were probably designed in isolation with little consideration of the environment in which they would be seen, with little appreciation of the requirements of the customer or an understanding of the competition and how they are positioning themselves.

To their credit, IAS B2B produced a great piece of direct mail in 2008 when they created 101 B2B Cliches. If you missed it, check the site out here.

And if you’re sick of lightbulbs, targets and handshakes representing what you do, challenge yourself to look at what everyone else is doing and do the opposite.

Image from Flickr


2 responses to “B2B Marketing Principles 7: Poor creative

  1. The subject is fully clear but why does the text lack clarity? But in general your blog is great.

  2. Hi Dear,
    Your effort for providing such useful information is truly appreciable. This information is really very useful and one should go through these details for keeping an increase in their B2B sales and holding on to the customers and attracting new ones.
    keeping these things in mind we have developed a new e-marketplace e-marketplace http://www.qalixa.com based on a unique concept of B to A which is business to all…providing a better source for a wider approach to the people, based on B2A, B2B, B2C and B2G concept which will make things easier for B to B people.
    We hope you will like our unique B2A concept, which is simply Business for All….
    we hope to hear from you….


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