How to create great B2B advertising

Every week, you see thousands of advertisements in newspapers, on the TV and up on posters. How many can you remember?

Worrying, isn’t it. Especially if you fear it might be your adverts that are being ignored and forgotten.

With all this advertising noice, your business needs to make sure that your advertisements stand out, cut through the clutter and inspire your audiences. So instead of flipping past it, walking past it or zapping it with a remote control, your audience stays with it, enjoys it and remembers it. If that happens, it will affect their buying behaviour.

It’s important from the outset to be clear about whether you want a new advertising idea or a new executional idea; i.e. is it a totally new idea or a new way of freshening up an existing campaign? Once you’ve determined whether the new B2B advertising campaign is required for a new advertising idea or a new execution, you should ensure that you provide your B2B advertising agency with a brief that answers the following questions:

Why do you want new advertising?

What customer insight drives the brief?

Who is the target audience?

What do they think and do now (in relation to your brand and its product category)?

What would you like them to do in response to the new advertising (and how will you measure this)?

What is most likely to achieve this change?

Why should they believe it?

If you can inspire your advertising agency, copywriter or creative designer then you’re on the way to developing great B2B advertising.

But don’t forget, the most effective ads are not those that get your target au

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