Do Industrial Buyers Respond Like Consumers?

Consumer/package goods ad agencies will often try to persuade business marketers to spend big bucks on consumer-type advertising gimmicks. Their motivation may be self-serving, to pad their portfolios with “cutting edge creative.” The rationale: “Oh, but business buyers are people, too! You need killer creative to attract their attention.” Sure, they’re people—but they make buying decisions differently than consumers. Consider these differences:

• Business buyers are motivated by necessity. They must buy products and services that will keep their companies profitable and competitive.
• Consumer buyers can be persuaded to indulge themselves beyond mere necessity.
• Business audiences are more sophisticated in their understanding of the products and services advertised. They tend to be specifications-oriented.
• Consumer audiences are often unfamiliar with the subject advertised. They tend to rely on feelings rather than cold facts.
• Business buyers are hungry for job-related information. They will read long copy if it is clear, interesting, important and relevant.
• Consumers must be led into a buying mode, often where the facts must be obscured (e.g., cigarettes).
• Business purchasing is multi-step, sometimes spanning months or even years.
• Much of consumer purchasing is one-step or even impulse buying.
• Numerous people can be involved in the business buying decision.
• Only one or two are involved in most consumer purchases.

Significant differences, don’t you think? So remember, advertising methods cannot, should not be the same.

Don