Complex B2B products

A consumer product usually requires very little explanation (what is there to tell for instance about soda water?). Communicating consumer products is founded almost exclusively on the perceptions of the brand.

B2B products often have the rather annoying characteristic of requiring explanation. And not just to one person, but usually to a whole group of people who have an impact on the purchasing decision. But explanation alone is not sufficient. It is often the case that brand perception and brand image also have an impact on the decision-making process in B2B when it comes to choosing between different suppliers.

Different types of professionals

Each type of communication demands different types of professionals. In an above-the-line-advertising agency you will find Account Executives who are highly skilled when it comes to advertising campaigns. They will be able to explain very clearly how a radio or a TV campaign need to be put together, too. The creative staff in such an agency is accustomed to thinking in terms of slogans and creating impact with catchy images, but is forced to pass when it comes to a rather more complex product and when a brochure or a technical folder needs to be designed and written.

BBC - B2B experts

At BBC you will find communication consultants who have experience in putting together communication strategies that fit into B2B environments. They know the importance of a well-balanced communication mix in which each communication medium needs to be weighed against its effectiveness. From brochures to advertisements and from direct mailings to e-marketing. The creative people at BBC are accustomed to familiarising themselves totally with their clients’ material in order to communicate complex products in a bright and fresh manner. This can result in creative and striking communication, as is proven by the awards and the reactions of our clients.

Conclusion: the main reason you would choose a B2B agency? Because by doing so, you bring other areas of expertise in-house than simply those skills that you normally find in a consumer agency.