About this article

Read time:

4 minutes

Category:

Uncategorized

B2B companies using TV advertising – Is B2B going into mass media?

Traditionally, B2B marketing and TV advertising are two phrases scarcely seen together, but the recent approach ServiceNow has taken to promote its digital workflow platform has made some of us question whether B2B mass media evolution is on the horizon.  

The adverts in question are a breath of fresh air, using Willy Wonka and the Chocolate Factory to add a nostalgic touch whilst conveying the benefits of digital workflows in any business field. Employing ad agency ‘BBDO,’ ServiceNow seems to be looking to revolutionise the world of B2B marketing. The main piece shows Dominic Marsh as Wonka (filling the iconic shoes of Gene Wilder), stressed after a nightmare about supply issues to candy stores. His business partner ‘Maxine,’ then explains how, with workflows, you can proactively ensure that customers are kept supplied and happy. The advert is complimented by a series of 15 second shorts which show Wonka-world examples of how workflows can help. The campaign has become a hit online, having amassed 18,000 YouTube views in just under two months, but what might it tell us about B2B advertising? 

Common methods of B2B marketing tend to include online PPC (pay-per-click), email marketing and link building. These have been trusted methods of driving traffic for a long time, but innovative ideas seem to be repeatedly helping businesses to stand out, given the success they evidently come with. Another excellent example of such marketing genius are the QuickBooks payroll adverts, which show miniature people dealing with a business’ entire needs, as a metaphor showing how it can all be managed from a mobile phone ‘in the back pocket of every successful business owner.’ Will the success of these light-hearted adverts and creative concepts pave the way for more B2B organisations to consider TV advertising?  

BBDO creative directors, Kate Catalinac and Corinne Goode, spoke to reel360.com about how challenging it was to sell the concept of workflows using video advertising. They referred to the project as ‘breakthrough B2B work,’ commenting “a B2B campaign filled with magic and wonder doesn’t have to be the stuff of pure imagination”.  

If your business is struggling to find new leads, and needs to gain more exposure, it might be wise to take a leaf out of ServiceNow’s book. Whilst an entire video ad campaign is not always the most effective option, simply looking for ways to differ from the norm and inject a bit of fun and creativity could be a great way for your organisation to stand out from the rest.  

About this article

Read time:

4 minutes

Category:

Uncategorized

Skout’s 2024 Annual Offsite: Glitz, glamour and mystery

Why is tech news only happy when it rains?

Browse more blog posts

Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....
Posted on
byLee Simpson
Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications. Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key...
Posted on
byLee Simpson
Meeting PR agencies from different regions around the world is something we are always keen to explore. Whether that’s to work in partnership with one another, or simply to understand and learn more about their region. We recently spoke to Mitabh Saud, director of India Operations at Priority Consultants about why India’s tech sector is booming, and what the future...
Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
bySkout team
Why was Operations your chosen career? I realised that Business Operations and Finance is the ideal path for me as I’ve always been passionate about finance and business, and I really love problem-solving. I love the challenging nature of the role and it is incredibly satisfying for my numerical mind to tackle challenges and turn them into opportunities for growth....
Posted on
byRebecca Brown
There is no denying that Josh Cole Bolland is an early starter. He started working as a freelance photographer and graphic designer aged just 16 and lived the dream, working with bands and musicians. He opened his own photographic studio just two years later and gradually integrated graphic design and video into the mix before he was joined in the...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.