The Draconian B2B-B2C-D2C Split Makes Way For D2ALL – Opinion piece

September 28, 2020

Having worked across brands in the B2B, B2C and D2C space, I’ve always found it an interesting divide. One could go as far to say a little old-fashioned, particularly when it comes to communications, engaging with your audience and your brand’s approach.

B2B Products blowing up B2C

Whist working on the Dyson Airblade™ hand dryer during the mid-2000’s, it became very clear that this was a non-consumer product. Excluding the rich and famous (yes we did put a few in very large mansion houses with a lot of extra power added) this was to be a high-end ‘B2B’ product.  It was designed for high-traffic restroom environments. We wanted it to be specified into the very latest leading-edge LEED buildings that were shooting up in the major cities globally. In the most forward-thinking hospitals. In the cleanest food manufacturing facilities, yet the first thing we did was to develop a consumer marketing strategy.

Consumer evangelism

And you are probably wondering why? We knew the single biggest way to get facility managers to specify an $800+ hand dryer was to have consumers and real people ask for it. For the CEO or chairman to ask for it.  Because all products need a consumer pull, because all decision-makers are consumers, because users are consumers. The power of the consumer want can sometimes help to tip the business influencer by giving them evidence that people really want this.

We used this evidence as part of the sales pitch and it worked. It was quite revolutionary and undoubtedly helped Dyson gain traction in a brand-new product category, which they hadn’t really played in before.

Do we need a label?

I can’t help but think that this black and white, draconian split, is holding brands back. We are currently working with a really interesting and growing talent solutions brand in Greenville, South Carolina, that offer a range of services from recruitment and executive search, to HR support and developing talent. In the recruitment sector, you often have two audiences, client and candidate and yet in this example, these audiences (and their roles) are interchangeable. Clients become candidates; candidates become clients. It’s a virtuous circle for those that get it right.

It makes absolute sense to treat all audiences as consumers first and to develop your product offer, tone and even social content on this basis. It’s what we do day in and day out at Bodhi and Co. We are always looking at ways to stand-out and create evangelism. RIP old fashioned marketing, here comes D2ALL –

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Dani Wilkinson

Dani has a passion for making brands sparkle. From Dyson vacuum cleaners to Pies, she built brands from the ground up and has a strong perspective from both high-level, to actual practicalities and how to get something done.

Watch Out For David – Opinion piece on Marketplaces

September 2, 2020

Walmart are taking on Amazon, Tech Data is taking on Ingram Micro (Cloud Blue), the war of the Marketplace has truly begun, but as we all know the art of war is in the strategy. Amazon is investing $18 Billion to get an army of independents on their side, Walmart have a counter strike with fast delivery and ‘cashierless’ checkouts, compelling to the countless consumers. Ingram invested over $1 Billion in acquiring their platform and hundreds of thousands in a technical rewrite, Apollo have committed $750 Million to fight back. Do we dare to approach an arena with such Goliaths swinging their mighty swords. I feel so…

Marketplace War

War is only lucrative if you win, the secret therefore must be not to lose. Whilst the Goliaths fight there will be a series of onlookers waiting for the victor to look for their next fight.

At this point the smart David will realize that his opponent is less agile, less creative, tired and fearful of his financial investors. He will resort to the only weapon he has, will try to use brute force. David just needs a sling… or preferably a HK416, David needs to work with the right vendors, to take the right products to market, that have the biggest impact. If David is smart, he will work with a series of vendors and be loyal to his partner base to arm them all with the tools they need to be collectively victorious.

David. With great power comes great responsibility, don’t screw it up.

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Spencer Wilkinson

Spencer is the tech guru. From leading teams around the world building revolutionary SaaS marketplaces to consulting on large-scale digital transformation. He also loves NFTs.

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