B2B PR is often overlooked by those considering a career in PR. B2C always seems so much more creative and alluring. But the truth is, B2B PR is more than just B2C PR’s boring sister. In fact, B2B PR can be just as exciting, fast-paced and creative!
If you read our blog on the differences between B2B and B2C PR then you’ll know that while B2B public relations typically focuses on technical information and analytical data, emotion is still a key driving force when it comes to B2B campaigns.
In today’s blog, we’re explaining why that’s the case, and why B2B PR can be just as creative and boundary-pushing as B2C.
Cutting through the noise requires creativity
B2B audiences are bombarded with information every day, and so creative, emotionally resonant messaging is necessary to help a company stand out. By using unique and innovative PR strategies, businesses can capture the attention of decision-makers who may very well be jaded by the same-old marketing tactics. Fresh thinking is often what gets the best results.
People buy from people
People buy from people, not businesses, and so while yes, B2B PR does often target decision-makers within a company, it’s important to remember that those decision-makers are still people. By using emotion in B2B PR, companies humanize their brand and create better connections with their target audience. The result – greater brand loyalty and more meaningful business relationships.
Connect with a broader audience
Similarly, remember that businesses, now matter how big, are made up of lots of individual people. By creating messaging that resonates with individuals on an emotional level, B2B PR campaigns can broaden their reach and connect with a wider audience.
Emotionally resonant messaging better drives engagement and increase the likelihood of your audience taking action. By creating content that inspires a response, businesses can encourage decision-makers to take the next step and move forward with a purchase or partnership.
Even though B2B PR is typically more technical and data-driven, creativity and emotion can play a critical role in creating effective campaigns that stand out, connect with decision-makers, and drive meaningful business outcomes.
To end, here are a couple of examples of B2B PR campaigns that really pushed creatively!
Hectare’s Tudder – Tinder for Cows
Octopus Group, in partnership with Hectare, launched Tudder, a dating app designed for cattle, as part of a Valentine’s Day-centered PR and social media campaign. The app, which functions similarly to Tinder, allows users to swipe left or right on profiles of cows and bulls. When there is a match, a mooing sound is played, and the interested party is directed to the SellMyLivestock platform for more information. Hectare aimed to raise awareness about “livestock love” through this campaign. Alongside the app, personalized Valentine’s Day cards were sent to targeted journalists, and exclusive briefings were held with media contacts. A comprehensive social media campaign was also implemented.
Slack – “So yeah, we tried Slack…”
Slack leveraged the popularity of hit sitcoms such as The Office and Parks and Recreation by producing a humorous, mockumentary-style video advertisement to showcase the superiority of its platform over other professional communication tools.
The video features Sandwich Video, an actual Slack customer, as they introduce the platform to their office. The video serves both as a testimonial-packed case study and a funny piece of media that entertains viewers.