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B2B vs B2C – How to Craft Your Marketing Approach to Your Customer Type

August 07, 2019

To be successful in any form of marketing, it’s imperative that you first understand your target audience. A business that targets other businesses as their ‘client’ should be doing their trade show marketing differently than business-to-consumer marketers. Different marketing approaches take planning and lots of thought based on a specific type of clientele. Here are some things to keep in mind when planning your trade show marketing efforts based on your audience type (business-to-business vs business-to-consumer):


What information to share:

B2B: With business-to-business marketing, remember that the choices being made by your potential clients are affecting more than just them. These decision-makers will need to be convinced that whatever you’re selling will better their entire company. To be as convincing as possible, give plenty of solid information and back up your claims with evidence and statistics. Providing proof that your business solutions have worked for many other businesses is good leverage in standing out amongst the competition. These buyers want to know that there will be a significant return on their investment.


B2C: Consumers, on the other hand, don’t have an entire company to think about impacting with their purchase. It won’t take quite as much in-depth information to convince them that your company has some great aspects that are worth their money. Single consumers are a little less worried about statistics and will be more focused on how your brand makes them feel. Do you tend to go to certain stores because you enjoy their atmosphere more, even if you have to spend a little more there? This is how you should approach your marketing. Share with them the fun, exciting aspects of your brand and its uniqueness that sets you apart from the crowd. Let them engage with your products or services in a fun way like a contest or game to create a positive experience around your brand. 


How to share information:

B2B: Once you figure out what type of information you want shared and the type of messaging you want to use, you’ll need to identify how exactly you’re going to share that information. One thing’s for sure when your business is selling to other businesses – relationships are huge. When you’re working to sell to decision-makers in a specific market, there will be fewer opportunities than when you’re selling to the masses, but each prospect will have greater potential that comes along with gaining them as a business client or partner.

When you’re thinking about how you’re going to share important information with them, don’t look at them as “just another customer” to quickly run information by and move onto the next. Think of them as a significant propeller to your business, work hard to gain their trust, and create relationships with them. Take the time to sit down with them, make them feel heard, and work hard to make your relationship a lasting one rather than one that ends when they leave your booth. Engage in follow up conversations after your trade show and make sure that your relationship with them doesn’t burn out.


B2C: When you’re a business-to-consumer marketer, it’s not quite as important to create personal relationships, though don’t shy away from good one-on-one conversations in your booth. Rather than focusing on in-depth conversations with each prospect, a large focus should be on creating an overall good brand image. To do this, create engaging and memorable experiences for your booth guests. Since B2C marketing requires more of a sales-focused approach than relationship-focused, get people to interact with your brand. Excite them with product giveaways, include a photo booth, provide touchscreen kiosks, host a game, or offer up some intriguing samples!


Audience spending habits to keep in mind:

B2B: As mentioned earlier, buyers who are making decisions that impact an entire business are going to take a lot of factors into consideration before they make a final buying decision. Since business decisions are not usually made on a whim by just one person, it’s not detrimental to have an excess number of products ready and available for purchase. Buyers will likely take the information they gathered at a trade show and bring it back to discuss with management before a decision is finalized. Because of this, it’s important to follow up after the show to keep in touch and remind prospects why you’re the best solution to their problem.


B2C: Since consumers don’t have anyone to confide in when they are making a purchase, it will be a lot easier to sell to them in the moment. These types of buyers typically make purchases on more of a whim. You can use this type of buying habit to your advantage by having products available and ready to be purchased at your event. This is where special offers and discounts are a great tactic to get buyers to make purchases on the spot, not wanting to lose out on a deal, and generate more sales for your business.


As there are many things to keep in mind when targeting separate buying audiences, there are some things that will always stand true for all trade show attendees.


  • No matter if you’re targeting a consumer or a purchaser for a business, both parties expect a top-notch customer experience. Make your booth engaging by doing product demonstrations, offering interactive displays, virtual reality experiences, and more.



  • Buyers want to see the quality of your product or service portrayed in your exhibit. Of course, they’ll also need to see how your business offerings provide some type of significant value to them.


  • All audiences want the ability to interact with products and company reps to learn more about your brand and what sets it apart. That’s essentially what it all comes down to when they decide to purchase from you over your competitors – that your individuality makes you the best choice for them.


  • Since trade show attendees are all human, meaning they have short attention spans and gravitate toward things that catch their eye, your booth display must be visually appealing. Attendees are drawn toward booths that stand out and impress them off the bat, so be sure your booth does just that.


Reach out to us today to begin creating a visually appealing booth that draws in guests and helps you meet your trade show goals. 

booth, crafting your marketing message, target audience, EVENT MARKETING, business-to-consumer, business-to-business, Trade show marketing
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