The Case for Creativity in Business to Business Advertising

Let’s be honest, sometimes the typical formula for B2B marketing materials can be dry. You can make a checklist of what the typical ad entails: product shot, list of features and benefits, a few specifications, maybe a price, a logo with contact information, and a call to action. It's easy to forget that there is another person on the other end, a person who will make a connection to your product by experiencing an emotional response to your brand. Of course, in the end the consumer will likely compare apples to apples in regards to specs to price, but the emotional marketing techniques for B2C can still be invaluable for B2B. In an ad, you have a split second to make an impression. Whether you’re using a bold color, a [...]