When you think of the differences between B2B and B2C communications, you may immediately think of the purchaser audience:
But there’s more to audience discovery than meets the eye. Consumer audiences are an important consideration for many B2B businesses. While these companies may be selling products or services to another business, there’s often an end-user, community or consumer audience to consider. Plus, consumer preferences can play an important role in decision making processes. For example, while automakers don’t sell cars directly to consumers – but rather to the dealerships – they still market to consumers to prompt dealers to buy more of a particular model. Consumer preferences also play an important role in how a vehicle is designed and to who the automaker markets.
Over the years, we’ve worked with clients both on the B2B and B2C side of the business to help them understand who they should be communicating with, how these audiences prefer to be communicated to and what type of messages best resonate with these audiences.
Here are just a few examples:
Consumers and B2C
When Granite City Food & Brewery looked to open its third Michigan restaurant in Detroit in 2015, they called upon Franco to help break through the city’s rapidly growing restaurant scene to stay competitive and bring a concept that resonates with the Detroit market, while connect with the GMRENCEN’s captive workforce-based audience.
To assist Granite City in discovering more about its audience, we conducted and aggregated data from a variety of surveys and focus groups. Our team:
- Developed thought-provoking questioning and identified incentives to encourage participation
- Promoted the surveys and focus group applications in communications from the GMRENCEN and direct to the GMRENCEN workforce
- Hosted a series of 90-minute focus group sessions
In total, more than 454 survey responses were received with an additional 36 participants selected for focus group sessions. Among direction on food items, happy hour specials and other restaurant offerings, the focus group feedback encouraged the creation of a mobile app developed specifically for the Detroit location where GMRENCEN tenants and other Detroit visitors could order food direct from their phones.
Consumers and B2B
Since we began work with the Steel Market Development Institute in 2014, our goal has been to assist the association in positioning steel as the material of choice for the automotive industry among automakers, media and consumer audiences. While SMDI would traditionally be classified as a B2B organization, our team understood the influence consumers have on automakers in their vehicle design decisions. Prior to the start of our work in 2014, amidst high fuel prices, stringent federal fuel efficiency regulations and a major automaker exploring alternative materials, SMDI commissioned a survey to gauge consumer awareness and preference of materials used in vehicles. Five years later, our team conducted a second consumer survey to see how consumer opinions had changed. We later used these results as part of an integrated communications campaign.