General Electric (GE) sells some of its goods directly to consumers — but most of its sales are to other businesses. While lots of B2B advertising and promotion is pretty boring, GE wanted to avoid that trap. According to CMO Beth Comstock “We are all emotional beings. We want context. We want relevance. We want connection.” This article at Advertising Age, “GE Tells the Secret of Making Geeky Cool,” (October 5, 2013), provides a great summary of some of the interesting promotion GE is doing right now:
- See its Datalandia site its web series that attempts to show how big data solves problems,
- Inspired scientists (young and old) use the GE promoted hashtag (#sixsecondscience) and post videos of no more than six seconds on Vine (click here to see some examples), and
- the “Brilliant Machines” campaign which deals with another emerging technological developments like what GE calls the “Industrial internet” and others sometimes call the Internet of Things (see ad below).
It might be fun to show this ad when you cover organizational buying and B2B — perhaps asking students how well each campaign communicates to GE’s business customers. What are the objectives of each campaign? These also provide good examples of integrated marketing communications in a B2B context — which is nice since most of our examples of IMC are for consumer products. We have also posted this at Learn the 4 Ps.