Advertising aims to make children their own ambassadors
Posted: Sat Apr 05, 2025 5:45 am
Their parents or even uncles and grandparents who are the real buyers.
In our example, a snack company benefits from reaching the decision-maker within the family (yes, the child) and with the same message can be addressed to him (with a surprise inside the snack), but also to the mother (how many nutrients are in this snack).
In business marketing, however, it is necessary to directly target a specific individual or a small group of people within the company better known as “decision makers”, managers or something like that.
If we use the example of snacks in B2B marketing, we can think of a “happy work” campaign aimed at a company’s employees, to make the work environment more welcoming.
However, a campaign set to this target can only fail, after all, it is not the employee who decides. The B2B marketing campaign should therefore be aimed at those who can make the decision or who can influence the decision-maker. In this example, this could be the HR manager.
Decision making
We are all buyers in B2C marketing campaigns. Whether we buy fax lists a product in-store or online, do some research online (or visit multiple stores), compare a few products from different brands, check out a few forums, and then proceed with the purchase.
In many cases, we buy immediately, driven by the advertising message we see. In any case, in B2C the purchase decision is quick, reduced to just an afternoon of shopping or an hour on the computer.
In B2B marketing, on the other hand, it is necessary to take into account a longer decision-making process, which involves more people with different characteristics. In this case, it is ideal to have a specific team for recognizing potential customers, and we are not talking about the sales team.
We are talking about a team that finds a potential lead, understands who the actors in the scene are (manager, sales consultant, area specialist) from the other company, understanding their characteristics, and then passing on a report with this information to the sales team.
From here on, it will be much easier to sell, as the sales team already has prior knowledge of who makes the decisions, and can then create a personalized service script. Who makes the decisions in the companies your company works for? Think about it.
In our example, a snack company benefits from reaching the decision-maker within the family (yes, the child) and with the same message can be addressed to him (with a surprise inside the snack), but also to the mother (how many nutrients are in this snack).
In business marketing, however, it is necessary to directly target a specific individual or a small group of people within the company better known as “decision makers”, managers or something like that.
If we use the example of snacks in B2B marketing, we can think of a “happy work” campaign aimed at a company’s employees, to make the work environment more welcoming.
However, a campaign set to this target can only fail, after all, it is not the employee who decides. The B2B marketing campaign should therefore be aimed at those who can make the decision or who can influence the decision-maker. In this example, this could be the HR manager.
Decision making
We are all buyers in B2C marketing campaigns. Whether we buy fax lists a product in-store or online, do some research online (or visit multiple stores), compare a few products from different brands, check out a few forums, and then proceed with the purchase.
In many cases, we buy immediately, driven by the advertising message we see. In any case, in B2C the purchase decision is quick, reduced to just an afternoon of shopping or an hour on the computer.
In B2B marketing, on the other hand, it is necessary to take into account a longer decision-making process, which involves more people with different characteristics. In this case, it is ideal to have a specific team for recognizing potential customers, and we are not talking about the sales team.
We are talking about a team that finds a potential lead, understands who the actors in the scene are (manager, sales consultant, area specialist) from the other company, understanding their characteristics, and then passing on a report with this information to the sales team.
From here on, it will be much easier to sell, as the sales team already has prior knowledge of who makes the decisions, and can then create a personalized service script. Who makes the decisions in the companies your company works for? Think about it.