How are you bringing B2C approaches to your B2B marketing?
Are you doing it at all?
For far too many B2B marketers, there's a view that never the two should meet. But as I write in my book THE ON-DEMAND BRAND, it's critical that B2B marketers realize business people are just that - people. And their exposure to B2C marketing approaches in their personal lives sets expectations for B2B marketing, whether B2B marketers like it or not.
But some savvy B2B marketers have caught on - big time.
Case in point: Our client LoopNet, the #1 online marketplace for commercial real estate.
Over the last few months, LoopNet has launched an integrated campaign that's predicated on a simple, yet powerful message: If your commercial listings aren't advertised on LoopNet, they may as well be invisible. That's because only LoopNet drives traffic to commercial real estate listings like literally no other option can.
Print, direct mail and online advertising developed by has articulated this theme in compelling, brand consistent fashion.
So when LoopNet decided to fete the luminaries of Los Angeles commercial real estate, we got to thinking: What if we took our message and super-sized it? What if we used a full-motion, building-size canvass to drive home the LoopNet value proposition in an amazing new way?
In short: I wanted to bring 3D projection to our campaign.
So I reached out to Josh Cohen, the CEO of Pearl Media (and its partner Go2 Productions), which has worked on a number of 3D projection mapping experiences for B2C brands like Lexus, Perrier and Chevy Sonic.
I asked him straight up: "Do you think you can make a building in downtown LA go invisible?" He thought about it, and then said: "Yes, I think we can do that."
The concept began gaining traction, and eventually became LA Traffic Jam, Presented by LoopNet - a spectacular, VIP event featuring a private concert by TRAIN ("Drive-by") and our 3D projection experience.
Multidimensional direct mail invites featured cool, die-cut guitar bodies, iPods featuring TRAIN music and a call to action to join LoopNet "at the Corner of Epic & Mind-Blowing."
Fans, attendees and participants could join the conversation via mobile & online at the hashtag #looptrafficjam.
And video of the projection was placed on a special landing page and on YouTube. The client even decided to give viewers the ability to share the video via social media for the chance to win a $1250 Fender guitar signed by the band.
The event was last Thursday night - and it was a blast. Testament to a client who thrives on innovation and embraces a decidedly B2C approach to blockbuster B2B campaigns.
There's a making-of video in the works that I'll share when it's ready, along with more details of what worked, and what didn't, as client and team analysis comes in.
In the meantime, give it a view - and enter for your own chance to win that signed guitar.