For me, the answer is yes.

Corporate fear, aversion to risk taking and a misunderstanding of creativity, can make B2B marketing very boring to those delivering and receiving marketing communications. The pharmaceutical sector is one example amongst many.

However, I do appreciate the forces that can make those operating within B2B marketing, compelled to adopt a certain approach.

If executed with the correct weighting i.e. appropriateness, B2B marketing professionals should not feel too uneasy when adopting certain B2C marketing communications tactics. In short: showing a bit of personality.

Granted, due to either of a complex marketing environment or product offer, there are specific marketing communications differences between B2B and B2C. This may range from the formal message reception stance to the greater use of rational, logic and information based message content as displayed within the B2B marketing environment.

This approach along with other factors is a result of the high involvement and perceived risk position adoption by B2B purchasing decisions maker(s) requiring as expressed, for example under ‘Involvement Theory’ the application of a serious, formal and information tinted marketing communication approach primarily focusing on features and benefits and a promotional mix dominated by personal selling.

However, could the consensus governing B2B buying behaviour and subsequent marketing communication approach still apply when faced with a marketing environment which precipitates a situation where everyone is ‘saying or doing the same thing’, thus making competitive value differential difficult to attain.

Might certain well executed B2C marketing tactics such as greater use of emotions and imagery; provide sufficient room for cognitive stimulation and awareness amongst a saturated and boring B2B marketing environment? Therefore, leading towards a positive consumer attitude formation on which the traditional B2B marketing approach and buying behaviour protocols can find space and time to work their magic?

Rupak Dey

Oh lighten up, it's fine. B2B marketers can learn plenty from B2C, and adopting some of their techniques and approaches is something I have been advocating at my place of work for some time. Sure it's a bit more complex working for businesses, and understanding and nurturing the relationships (often a bit complex) between them, but let's not forget that somewhere in there we are dealing with human beings and they have needs, desires and emotions whether working in a B2C or B2B environment.

Steve Morris makes a good point: "...but let's not forget that somewhere in there we are dealing with human beings and they have needs, desires and emotions whether working in a B2C or B2B environment." The emotive qualities of marketing deserve as significant a role as the qualitative and informational aparatus. Of course B2B demands its share of supporting figures but ultimately the decision is made by a human who will measure the value of the message by its impact. Adopting some B2C measures, including some humor, may bring the recipient to eye level; opening the door.

Far too seriously. B2B marketing isn't end-of-life consultation; it's business. As in money. Fame. Golf outings. Holiday parties. The "rule of boredom" in B2B marketing was imposed by stuffed shirts who didn't have a creative bone in their bodies. In order to get promoted by stodgy bosses, their young minions perpetuated that rule. There's no logic to it -- just corporate politics.

AFLAC's duck has significantly increased awareness and sales of a dry product. Quick: can anyone name another company that sell supplemental insurance? Though more consumer-oriented, GEICO's cavemen, gecko, and talking pothole have actually made an insurance brand likable. (Gasp! The horror, the horror!)

And look at all the free coverage that KPSol (who?) is getting right now because of Arnie. Would we be talking about KPSol now - or even know who they are - if they used a stock photo of smiling suits in a boardroom, and an elderly couple holding hands on the beach? (Excuse me for a sec while I purge my mind of those stock visions.)

B2B buyers are human, believe it or not, who also happen to be consumers in real life. Some actually do things like go to movies and dress up for Halloween. Unless the stagnant office depicted in "The Office" (harsh British version) is our ideal of business nirvana, then we need to lighten up. I hope that vibrant, fun-loving Gen Y will ultimately put this false-notion of "business must be gravely serious" to rest. That's one end-of-life consultation I endorse.

I think it is about time that someone like KPSOL is learning from B2C marketing techniques and utilising these in a B2B arena.

I fully agree with Freddy who believes that these guys are human - KPSOL have clearly looked at their target market which appears to be freelance professionals and understands that a B2B product can be communicated in a B2C way - especially considering that they are likely to be internet savvy.

I've come across this character before referred from a colleague. Interestingly, it seems that "Arnie" is appearing in associated social media as well. When searching for Arnie Armadillo in google, there are various social media sites which appear in the results. Do Kpsol who use the armadillo take any value from its Facebook and Twitter pages?? What I do think is clever is getting a target audience to engage and interact with your brand. Clearly, we've all seen compare the meerkat achieve this and I think it's a brave but positive step that B2B marketers can create a similar link to their customer base. Using humour to sell insurance, I believe, is a great step forward in developing the emotive ties with your target audience.

Does anyone know which agency came up with this idea for Kpsol?

This article ( http://www.b2bm.biz/blog/2009/11/stop-being-relevant-and-start.html ) also covers similar issues. hopefully people are learning...

OK, let’s own up, we at The Power Station (in conjunction with our digital partner Fuse) are the agency responsible for the KPSol viral.

Arnie the Armadillo was developed by our creative team for our client, Kingsbridge Professional Solutions (KPSol) , who provide online insurance solutions to freelance contractors, consultants and sole traders. Since we’re targeting individual business people, we’ve designed the campaign to stretch across B2B and B2C markets. To stand out in this increasingly competitive part of the insurance market, we needed to give KPSol a vibrant personality and point of focus for their marketing – which is where Arnie comes in.

Arnie has a big part to play in helping us meet the client’s brief - to raise brand awareness for KPSol, drive increased traffic to the website, and increase customer numbers. We’re excited to see that the campaign has created a stir and divided opinion amongst B2B marketers.

We’re all for the debate and from our standpoint long live creativity and humour in B2B marketing!

I was impressed to see how marketers are thinking about communicating to their customers. It's good to see that a branding exercise has gone one stage further with a video.

What I did think to be an interesting concept is the Direct Line style communication (humour and characterisation) on a B2B strategy. Branding does work, and if individuals are buying from brands they associate with, then why cannot businesses? I think this is brave but the right decision in moving B2B marketing strategies forward. Simon does make a good point about the use of social media. Whoever the marketing manager is has certainly taken a brave but confident step forward. I'd be interesting to see how Arnie develops in the future

I was impressed to see how marketers are thinking about communicating to their customers. It's good to see that a branding exercise has gone one stage further with a video.

What I did think to be an interesting concept is the Direct Line style communication (humour and characterisation) on a B2B strategy. Branding does work, and if individuals are buying from brands they associate with, then why cannot businesses? I think this is brave but the right decision in moving B2B marketing strategies forward. Simon does make a good point about the use of social media. Whoever the marketing manager is has certainly taken a brave but confident step forward. I'd be interesting to see how Arnie develops in the future

Business to business, business to consumer. I was initially going to say that the single factor separating their marketing strategy would be partnership development and loyalty. However, this is not correct, as consumers are also as loyal as the formal business partnership. I am not certain I actually understand the fear that this article is intimating. A solid marketing strategy that incorporates, sales and service and business principle that are focused on their clients emotions, needs and business expectations does not alter. Social media is a fantastic tool and one that is rising to be the next avenue for marketing your product. Equally this can be used to foster the sense of importance and value for your customer whether it is business to business or business to consumer.

Bizarrely, our very first national TV Ad started airing this week, and we're definitely not taking our selves too seriously in it!
(as illustrated by our ending tag line)

Our concept too is a cartoon, animal character-based short starring "Joe Hare" as an office worker with a plan.
(though there was a lot to squeeze in for a 30 second spot)

We based it around the fable of the Toroise and Hare, with a different angle:
"far from getting things done quickly being a bad thing, if we change the way we work, and learn where we go wrong, we can achieve more and have time for more important things"

Running on the SkyNews channel in the UK over the next couple of weeks, the campaign is backed up by a character profile of our protagonist Joe Hare on facebook, as well as business networking and communications with existing customers. It's our first foray into national advertising, so we're monitoring the results to see how we fare.

As our product (mailing real letters from a website) is still little known, and little understood, we're targetting awareness that such a thing exists, with a short, sharp description of what we do through the story, to grab attention enabling fuller explanation on our website. We included an industrial feel, alongside the comic-book styling to try to cover all bases, as the product's aimed at businesses of all sizes (we're serving anyone from international recruitment agencies, to major banks, to sole traders, not for profits, private clubs & even some home users)

Needless to say, we've already seen some positive response, in terms of new customer signups, and some increase in web traffic after the small number of screenings so far over the last couple of days.

Will Gunby

TV Landing Page:
http://www.docmail.co.uk/

The TV Ad is avilable online here:
http://www.cfhdocmail.com/video2.html

Joe Hare's facebook:
http://www.facebook.com/joeyhare