B2B and B2C use to be two very different worlds. Their own set of languages, marketing tactics and messages. Even the cultures we starkly different. B2B often associated as dry and business like. Whereas B2C was fun and exciting. But what happens when client’s PR and communications needs straddle both?
The difference between B2B and B2C sales tactics used to be stark, just as they were for the communications agencies that promoted them. Now, the immediacy and quick response rate that characterized B2C is translating to B2B. For earned media, PR professionals still need to determine who is the best reporter for their news.
Working with a technology client whose goal is to advance the automotive repair industry, the B2B/B2C line was blurry. A PR plan was constructed with the consumer in mind, rather than the industry professionals who the company markets to. Our job is to break through the noise of other new, more well-known products on the market.
Consumers don’t know how their car is being repaired or even why. But in this niche of automotive, the automotive software industry, are great tools that are making their lives easier, and offer great storytelling opportunities through earned media.
When working with a B2B client, there are three simple ways to make a B2C PR strategy work:
- Craft a message that will immediately appeal to a buyer. Consumers care about two things: Does it make my life easier? Does it save me money? If you check those boxes, chances are the message will be received.
- Get to know the products. If you can demo what your client is selling, you’ll have an easier time explaining to a journalist why they should look further into it.
- Sell the company itself. Consumers want to know that you are thinking about them. In this example, the company’s mission is to advance the automotive industry. How? By making it repairs more efficient. If the mechanic is more efficient, the end consumer spends less time dreading the prospect of their next repair.