Sharing Genius: B2C Trends for your B2B Communications

Optimise your B2B marketing by taking a leaf from B2C’s books

How-to guides

There’s no reason B2B shouldn’t be as spectacular as B2C.

After all, it’s still a human you’re talking to – and interesting and engaging executions connect just as strongly with someone in a suit and brogues as they do with someone in a t-shirt and Converse. And if you need any help convincing stakeholders of how transformative creative communications can be, you can take a look at our Case for Creative post here.

So, for a few tips on spicing up your B2B comms, read on.

Transporting your audience to other worlds through VR
Recently, Holiday Pirates published their list of innovative museums offering virtual tours in light of the coronavirus pandemic. And it got us thinking about how powerful B2C technologies can be for B2B messaging.

Because VR can be a particularly powerful medium to show environments, creating experiences to share in demonstrations can be a valuable tool – whether it’s at a trade show or in the office.

Arizona State University | VR Experience
Arizona State University | VR Experience

Having created rich educational immersive experiences for world-leading universities like Arizona State University and engaging VR learning experiences for industry titans like EDF Energy, along with a range of projects for other organisations, we’ve gathered valuable first hand experience in delivering quality experiences that give your audience a compelling and memorable insight into another world.

EDF Energy | VR Experience
EDF Energy | VR Experience

Showing real-world applications with interactive technologies
While VR is an incredible string to your bow for showcasing entirely new environments, AR comes into its own for bringing products to life in real-world scenarios. With B2B products often being impractical to bring and display physically, AR offers a pragmatic alternative.

For example, Canadian bridal company Park and Fifth recently began offering virtual dress fittings. Using their devices in the comfort of their own home, their audience is able to import their physical sizes to find their sizes. Other B2B aficionados have used AR to share a portfolio of products in a lot better detail than can be delivered in a mere pitch deck.

JFK Moonshot | Augmented Reality
JFK Moonshot | Augmented Reality

Adapting products to evolving needs
Your audience’s needs are constantly evolving, but sometimes that change happens fast. And one of the things technology has enabled is to adapt to meet those needs faster than ever before.

With the recent coronavirus outbreak, fitness organisation Class Pass modified their products into home-based workouts and yoga programmes and published them – all within a few days of the lockdowns. Part of this is being dialled in to your audience’s needs and thinking about how you could repurpose your offering, but part of it’s also having a proactive strategy that allows you to react fast. We’ve seen the same thing with Deliveroo changing their offering for contact-free deliveries, and Samara Bags providing anxiety relief through breathing exercises.

It’s all customer-centric adaptation dedicated to meeting evolving needs. And that’s the benefit of digital – you have open channels to communicate through 24/7, so you’re able to be more agile.

Wrapping it all up

Ultimately, B2B comms based in strong creative isn’t just a nice-to-have any more. With more and more brands adopting more compelling approaches to B2B, it’s vital – otherwise, you risk being left behind.

So if you’re looking for a fairy godmother to give your B2B comms a little flair for their happily ever after, get in touch with our experts today.

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