B2B Brands - ‘Let us entertain you’

With lines between B2B and B2C marketing getting ever more blurred and information overload in all media channels, how do you get your brand’s message to stand out? “Me too marketing” that fails to differentiate simply won’t cut it. And even when you have great content behind your messaging, you still need to create that point of engagement.

Content may be king but pure entertainment, where the media is the message, can be a powerful tool. A great example of this is Intel’s Museum of me. A three minute long compilation of all your Facebook information, seeing your life online as a museum certainly grabs the attention. It’s actually a promotion for Intel's Core i5 processors, and as a use of media it simply screams ‘we are innovators and at the top of our game’. Precisely the perception of the brand that IBM want to convey.

In times where accountability is the mantra - budgets are tight and everything is about ROI, it’s easy to dismiss this type of activity as indulgent – but it’s not and it can engage an audience in a way that many other forms of marketing only dream of.

"people may forget what you said, people most certainly will forget what you did, but people will never forget how you made them feel" [1]

[1] Maya Angelou, 1928 - Worth Repeating: More Than 5,000 Classic and Contemporary Quotes (2003) by Bob Kelly, p. 263