Meet the B2B Consumer

Most B2B marketers don't think of their customers as "consumers."

But according to Tony Zambito, originator of "buyer persona" research, "there is an increasing consumerization effect happening in B2B buying."

B2B buyers no longer progress, zombie-like, through the buying cycle.

Instead, they behave like living, breathing consumers.

As proof, Zambito points to five trends:

Mapping. With so much content on the Web, B2B buyers are "mapping" the discovery process. B2B marketers who want to court them need to understand how customers are finding their way through the jungle.

Ecosystems. All B2B buyers work in corporate "ecosystems." Gone are the days when a buyer made a decision on her own. Marketers need to adapt by incorporating "ecosystem views" into their strategies and organizations.

New rules. B2B buyers are basing buying decisions on new variables, such as globalization and economic uncertainty. Marketers need a firm grasp on the "new rules of decision-making," so they can support how buyers are making decisions.

High stakes. Organizations have become risk-averse and now see buying as a high stakes game. Marketers need to understand why B2B buyers buy. That means grasping buyers' shared attitudes, goals, beliefs, perceptions and motives.

Post-purchase assurances. As the stakes increase, B2B buyers want better assurances after the purchase. Marketers need to move away from "funnel thinking" and put stronger effort into engaging customers after the sale. "Post-purchase support and talent can no longer be an afterthought," Zambito says.

Mad Man: Copy Rules

I grew up in the 1950s and '60s, a few miles outside New York City.

Both good and bad ad campaigns were pervasive.

There were posters and billboards everywhere: on roadways, in train stations, at bus stops and on the sides of buildings.

I've forgotten all the bad campaigns, but still vividly recall the good stuff.

One of my favorites, a campaign for Levy's Jewish Rye, was cited last week by ad man George Lois in an interview by NPR.

I was delighted to learn from the interview that Lois believes in the primacy of copy.

Even though the synergy between words and images is crucial to a good ad, the copy must come first, Lois insists, "because a line, a slogan should be famous."

Guns Don't Kill People. Associations Do.

The lonesome death of Trayvon Martin has prompted me to wonder why.


Why did George Zimmerman shoot a 17 year-old kid strolling down the road, minding his own business?


I've followed the chain of causation from that gated community in Florida back to its original link.


The chain leads to the doorsteps of a handful of pro-gun associations.


It's no secret: associations, when sufficiently funded and mobilized, are powerful packagers and pushers of legislation.


In this case, the legislation sold by those associations promotes and protects vigilantism.


I'm no "criminal coddler," but vigilantism isn't ground I can stand on, or for, or behind.


We all should tremble when the National Rifle Association, the Gun Owners of America and the National Association for Gun Rights want to talk bullet points.

Controlling Drayage Costs

Blogger Valerie Hurst wrote today's guest post.  She is an account executive for Skyline Exhibits.

Tradeshow exhibitors, how many times have your show services been estimated—and all costs seem to be under control—when you receive the post-show service invoice, and the drayage costs shock you and throws you over your budget?

The official definition of drayage (aka, "material handling") is "the unloading of your exhibit properties; storing up to 30 days in advance of the show at a warehouse; delivering properties to the booth; the handling of empty containers to and from storage; and removing of material from the booth for reloading onto outbound carriers" (source: Freeman).

Here are my top five recommendations for controlling drayage costs:

Consolidate shipments under 200 pounds into one shipment. There is always a minimum drayage charge for every shipment delivered to the warehouse or show site. By consolidating shipments, your charges will be based on the total shipment weight, instead of individual minimum charges. Plus, by consolidating shipments, your properties will stay together and have less chance of being misplaced!

Know the material handling rates. Sometimes it is less expensive to ship to the warehouse, while other times it is more cost effective to ship direct to the show site. Some shows now include the cost of drayage with booth space, but usually require you to ship direct to the show site. Do your homework: review the show kit, compare freight costs and the timing of the arrival of freight, and decide what makes sense for your booth space.

Know the target dates to avoid overtime charges. Every warehouse accepts freight between certain hours and for each show there is a warehouse deadline. If you miss this deadline, overtime charges are often 25 percent more than the standard rates. Consider shipping direct to show site if you can; or, if your shipment is small, ship to your hotel and hand-carry your items into the show. Again, the information you need is in the show kit.

Understand what is considered "special handling". Did you know that if carpet and padding are shipped with your crated exhibit properties, that special handling charges often apply? Did you know that, if a truck requires ground unloading, or if you ship via FedEx, UPS, Airborne or DHL, these shipments are also charged at a higher rate? Understand the general contractor's definition of special handling and work with your traffic manager to ship your items, properly labeled, in the right size truck, and not mixed with loose items.

Is your move-In or move-out target date on an overtime day? Many shows have targeted move-in and move-out dates. Perhaps your booth is scheduled to move out on a Saturday, even though the show ends at 2 pm on Friday. Review the show kit to find the person you can contact to request to have this date changed. Many times this will be allowed, but of course it depends on the size of your booth and where you are located on the show floor. It does not hurt to inquire, as it could save you money.

Photo courtesy of Tim Wilson.

Why NFC is the Next Big Thing

Get set for yet another marketing revolution.


NFC will change the way customers discover your content.


NFC (the acronym for "Near Field Communication") is a form of short-range wireless that bridges the gap between the real and virtual worlds.


The technology allows anyone with an NFC-ready mobile phone or tablet to access your content by touching the device to a comparable one—or to a "smart poster."


Thanks to the manufacturers, nearly one-third of new phones are NFC-ready right now. Three years hence, all will be.


With NFC, customers will be able to touch your sales reps' and ambassadors' phones and instantly download anything you now deliver on line. Videos. PowerPoint slides. Spec sheets. White papers. Price lists. Discount coupons. You name it.


Sales rep not around? No worries. Customers can do the same thing by touching one of your smart posters.


But wait, there's more.  


Provided the nearest cash register is NFC-ready, your customers will be able to pay for your products with a touch of their phones.


The marketing revolution NFC will usher in isn't pie in the sky.


It's underway as we speak.


That's the reason CNN has labeled 2012 "the year of NFC."


Take time today to get smart about NFC, if you want to stay ahead.


Disclaimer: I'm the marketing director for ITN International, which provides NFC apps and solutions to event producers worldwide.