Why does B to B usually mean Boring to Boring?
Here at Camp Fuze we are heavily vested in several vertical industries, but the some of our largest clients are true B to B players. It is often that these clients revert back to being conservative vs. sticking their next out a little bit. This tends to go against our advice, but for the sake of being safe, they opt to go this direction. The results are watered down advertising and campaigns that struggle for relevance and meaning. A watered down campaign makes the intended audience yawn and say, "so what?". In some cases you insult their style by assuming they have a "lack of", and quite simply, you lose their attention which goes a long way towards eliminating any interim interest or final conversion.
To defend my point, I came across this video blog post from marketing guru Martin Lindstrom who clearly explains the Boring to Boring concept and why companies are losing out on $$ and opportunities because they are underestimating their customers ability to enjoy witty and fun messages just because they wear a suit and tie to work every day.
View Martin's message here...it'll take you a whopping 2 min and may change your focus some.
Stay witty businesses...
BL
