How You Can Make B2B Adverts More Effective

Learn why advertising works and how you can make your adverts even more effective. Whether you are building a brand or running search adverts to sell products, understanding why ads work and how to make them better is essential.

We cover:

- How advertising has changed
- The key theories that matter
- How to use the theory to make better adverts
- Why great adverts worked
- Review of modern industrial ads

1. Napier Webinar – B2B Advertising Secrets August 2024

2. Agenda How advertising works History of advertising Marketing theories Mad Men - advertising in the 1950s The science of creating an ad campaign Is creating advertising a science? Advertising frameworks Advertising examples What can we expect from advertising?

3. Definition of Advertising “Advertising is the practice and techniques employed to bring attention to a product or service.” Wikipedia

4. History of Advertising Papyrus Trademarks Newspapers Printing press (flyers) Advertising agencies Slogans Behaviourism Radio Academic research TV Email Marketing Online advertising Search advertising Social media advertising L ost and found advertising in Ancient Greece and Rome 1670s price list “a dangerous practice” 1840 Volney B. Palmer – advertising space broker (first agency?) 1880s “Good morning, have yo u used Pear’s soap?” 1920s – love, hate and fear 1978 – first spam email 1934- Launch of The American Marketing Journal 1941 – first TV ad 1994 – first banner ad 1920s (but not in the UK until 1972) 1997 – Yahoo displayed banner against search results 2000 – launch of Google AdWords 2006 – Facebook signed deal for advertising with Microsoft

5. Channels are New But theories are old…

6. Early Advertising/Marketing Theories

7. AIDA Model First advertising/marketing framework Credited to E. St. Elmo Lewis In 1898 he said: attract attention, maintain interest, create desire Later added get action

8. Repetition Daniel Berlyne (1970) Novelty, Complexity, and Hedonic Value More frequency increases liking (wear-in) But eventually we will get bored (wear-out) Question on whether many B2B brands get to the point of wear-out Moderately complex ideas are more appealing than simple or very complex

9. Customer Journey Developed for services Customer blueprint scheme Shostack, G.L. Designing services that deliver. Harv. Bus. Rev. 1984 Touchpoints are key Lockwood, A.; Jones, P. Creating positive service encounters . Cornell Hosp. Q. 1989 First customer journey map 1998 (according to Wikipedia) OxfordSM (at the time called Oxford Corporate Consultants) in 1998, in support of Eurostar Evidence mapping was done earlier in 80s and 90s

10. Maslow’s Hierarchy of Needs – Consumer Advertising Self-Actualisation: education/courses Esteem: luxury cars Belonging: Facebook Safety: insurance Physiological: food Physiological Safety Belonging Esteem Self-Actualisation

11. Maslow’s Hierarchy of Needs – B2B Advertising Self-Actualisation: environmental initiatives Esteem: McKinsey Belonging: HubSpot Safety: ”No one gets fired for choosing IBM” Physiological: ? Physiological Safety Belonging Esteem Self-Actualisation

12. People Are Different Process communication model (PCM) Thinkers: perceive the world through thoughts, and logic is their currency. Persisters: perceive the world through opinions, and value is their currency. Harmonizers: perceive the world through emotions, and compassion is their currency. Imaginers: perceive the world through inaction and imagination is their currency. Rebels: perceive the world through reactions, and humour is their currency. Promoters: perceive the world through actions, and charm is their currency.

13. A Young Mike Maynard… Choosing FPGA vendor for company First big project I felt… Excited Proud I was learning My career was progressing Despite workmanlike announcement…

14. Classic Adverts (late 1950s) Created by David Ogilvy

15. The Secrets of Advertising Design* Prove your case (logic) Use case studies Engagement (e.g. quizzes) Use cutaway drawing, diagrams, graphs Include prices Concentrate (top 2 not top 5 pubs) Smaller ads, 2 colours Long copy *Secrets only valid in 1974!

16. Modern Advertising

17. There isn’t a “Right Way” or “Science” Lots of research and theories on Communication Measurement Impact BUT…Academic research doesn’t give us an answer to “How do I Create a Great Ad?”

18. How to Buy a Gorilla

19. Advertising Frameworks There are a few “standard” advert frameworks We’re focussing on those suitable for digital So limited space for copy Whatever the structure, you generally end advert with: Proof point CTA

20. Advertising Frameworks (1) FAB Features Advantages Benefits

21. Advertising Frameworks (2) PAS Problem Agitate Solve

22. Advertising Frameworks (3) Buyer Objection Identify objection Address concerns Introduce product

23. Advertising Frameworks (4) Storytelling Character introduction Conflict Journey Resolution

24. Advertising Analysis – Schneider Electric

25. Advertising Analysis - GE

26. Advertising Analysis - Ogilvy

27. Advertising Analysis - McKinsey

28. Advertising Analysis - McKinsey

29. Your Audience is Diverse – Even if They are Engineers!

30. What Can We Expect from Advertising No magic bullet! If advertising drove sales easily we’d all spend more money Just like SaaS companies B2B customer journey is long and complex Be realistic Design your adverts to drive small steps Would you spend 30-40% of annual revenue on marketing?

31. Measuring the Impact of Advertising Hard to measure advertising Particularly branding Vanity metrics mislead CTR, clicks, opens, etc Perception research is expensive Hard to tie perception to value Attribution isn’t incrementality Testing is usually the only way

32. Key Take-Aways No one has “the secret” to advertising Basic frameworks are still relevant It’s hard to create great adverts Going beyond logic is important B2B advertising isn’t leading Opportunities to really stand out Testing is essential Be realistic about what one advert can achieve

33. Our Next Webinar: How to Spy on Your Competitors’ Ads Tuesday, 17 th Sept 2024 3 pm UK 10am Boston 7am San Francisco https:// qrcodes.pro / dziwug

34. Questions? www.napierb2b.com [email protected]