Here is an interesting difference between B2C and B2B marketing. In the B2C arena, it is common to label products with “upmarket” labels, even if they are fairly cheap, to give the impression that you are getting a lot for your money. This fails if transferred over to B2B marketing, because the purchase usually has to be approved by someone who doesn’t get to see the full context.<\/p>\n
Two examples. I was recently booking a hotel room (in a place clearly marketing itself in its strapline as a “business hotel”), and the lowest-grade choice was described as a Premier<\/em> room. The second example is a supplier of education robotics products: a fairly basic kit, containing just about enough stuff to get a project working, is called the “deluxe” set (hey, the ’70s are calling and want their marketing strategy back). In both of these cases they are setting themselves up for a fall; I have to go through the embarrassment of putting in a purchase order or expenses claim, and potentially get a snarky note back from the Dean asking if I could manage with a basic room or whatever. <\/p>\n","protected":false},"excerpt":{"rendered":" Here is an interesting difference between B2C and B2B marketing. In the B2C arena, it is common to label products with “upmarket” labels, even if they are fairly cheap, to give the impression that you are getting a lot for your money. This fails if transferred over to B2B marketing, because the purchase usually has […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[12,13],"tags":[],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=\/wp\/v2\/posts\/343"}],"collection":[{"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=343"}],"version-history":[{"count":1,"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=\/wp\/v2\/posts\/343\/revisions"}],"predecessor-version":[{"id":344,"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=\/wp\/v2\/posts\/343\/revisions\/344"}],"wp:attachment":[{"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=343"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=343"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/colinjohnson.me.uk\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}