Promoțional

Business-to-business advertising is where your business uses advertising to attract custom from other businesses rather the general public.

Picking the right media

Unlike advertising to the general public the choice of media for a B2B campaign is limited. You need to select trade magazines and newspapers that talk to decision-makers in companies. This means devising a very targeted campaign using your specialist knowledge of your customers.

Expensive radio and television advertisements that talk to a broad spectrum of people are unlikely to be very useful. Instead, stick to specialist magazines, local newspapers or the broadsheet newspapers that have a large number of company decision-makers among their readers.

Target market - Ask yourself some questions to determine your target market:

- Who are you trying to reach through advertising-

- Who normally buys from you or is likely to buy from you-

- Who in a company usually places the orders- (e.g. the office manager or the finance director?)

- What types of businesses are likely to buy from you- (e.g. do you normally sell to high-tech companies?)

Customer satisfaction surveys or market research information can help you to evaluate your target market more effectively. Or why not read our guide on identifying your customer base.