Page 172 - SKU-000506274_TEXT.indd

Chapter 48—Mass Media Tactics
(Radio, TV, Out of Home)

These tactics may seem like familiar marketing, because they
are so prevalent in the B2C world. But in B2B they are much
less common, because they reach a broad audience and
therefore come at a significant cost—and for most B2Bs the
ROI isn’t sufficient.

Radio

Radio can be a great tactic for B2B if there is a local target
market, and there is a station that aligns with what you
offer—the business or news stations on the AM may be
effective. That said, I don’t usually see radio included in the
plans of B2B companies who have a marketing budget under
one million.

TV

TV is also not commonly used for B2B. TV has been the
mainstay of B2C, because it enabled companies to reach
large audiences. But commercials are expensive to produce
and even more expensive to air. Because B2B companies
target buyers in niches, it’s rare that TV makes sense for a
B2B company. The results of TV can be very strong but only if
you have the mega budget to undertake it.

Out Of Home

“Out Of Home” marketing (billboards, for example) is usually
prohibitively expensive for small and midsize B2B companies,

195

© 2012 Lisa Shepherd