Brand Marketing in B2b

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Updated on
June 6, 2024

While every tech product company hired product marketers they forgot to hire a brand marketers. Research Says Famous Brands Sell More

In recent times, there has been a noticeable surge in discussions around "The B2B Brand Crisis." The prevailing sentiment is clear: "Get into the top-three consideration set, or else."

The Rise of Experiential Gifting in B2B Brand Marketing

An intriguing trend in B2B marketing is the emphasis on the unboxing experience, making it as significant as the gift itself. This trend is evident from social media feeds filled with unboxing videos, indicating numerous private unboxing experiences. This shift in gifting reflects a broader movement towards creating memorable, experiential brand interactions.

The Shift from Transactional to Experiential Gifting

1. Creating Lasting Associations

- Memorable Experiences: People don't invest in expensive solutions because of a marketing push; they choose brands they recall when a need arises. This recall is fostered by creating memorable and tangible brand experiences.

- Brand Associations: Gifting that offers a unique unboxing experience helps create and refresh brand associations. This approach is far more impactful than gifts perceived as transactional incentives for meetings.

- Enhanced Recall: A well-thought-out unboxing experience can leave a lasting impression, enhancing brand recall and preference when the customer is ready to solve their problem.

2. Gifting as Brand Marketing

- Beyond Linear ROI: Treating gifting purely as a return-on-investment tool reduces it to a transactional activity. The real value of gifting lies in its ability to enhance the overall marketing, sales, or customer service effort.

- Force Multiplier: An experiential gift that resonates personally with the recipient strengthens the brand connection, amplifying the effectiveness of all related activities.

- Brand Building: Viewing gifting through the lens of brand marketing ensures actions are taken with brand-building intentions, rather than mere transactional objectives.

Benefits of Experiential Gifting in b2b

- Enhanced Customer Relationships: A thoughtful unboxing experience can deepen the emotional connection between the brand and its customers.

- Increased Engagement: Experiential gifts often lead to increased social media sharing and word-of-mouth promotion, extending the brand's reach.

- Differentiation: In a crowded market, a memorable unboxing experience can differentiate a brand from its competitors, making it more appealing.

The Future of Experiential Gifting

The growing trend of experiential gifting is a positive sign that brand marketing is naturally integrating into demand generation strategies. As more companies recognize the importance of creating memorable experiences, we can expect to see a continued emphasis on the unboxing experience in B2B marketing.

Conclusion

The shift towards experiential gifting in B2B marketing signifies a move from transactional interactions to creating lasting brand experiences. By focusing on the unboxing experience, companies can foster stronger brand associations, enhance customer relationships, and differentiate themselves in the market. This trend highlights the importance of viewing gifting as a crucial component of brand marketing, poised to significantly impact demand generation efforts.

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