Branding Tips for B2C Part One
A B2C business model has certain properties that are of great importance for B2C branding strategies. B2C brand marketing is characterized in particular by the following features:
- A large number of anonymous customers
- Most of the time, the purchase is made from a sales partner (indirect sales; that is, the agent must first be convinced of the product)
- Fast and emotional purchase decision by the customer
- The customer usually decides alone about the purchase of the product like sticker printing
At the same time, the type of product has an impact on B2C marketing. A distinction is made here between consumer goods with a short lifespan (where a purchase decision is made directly) such as food and consumer goods with a longer lifespan such as televisions or washing machines, which are usually compared before buying.
These characteristics of B2C marketing shown differ in essential features compared to B2B marketing (business-to-business marketing), which only has companies as customers. The following shows which branding strategies you can use in B2C marketing.
Special Characteristics of The Service In B2C Marketing
The service sector now accounts for around 75% of all employed persons in the United States. It is therefore worth taking a look at the special characteristics of a service.
This differs from the classic product in essential points, which affects the design of B2C marketing:
- A Sservice is immaterial
- In the service, the customer is often involved as an external factor, such as the hairdresser
Due to the immateriality of the service, it cannot be touched or viewed beforehand. It is therefore not possible to check the quality. This lack of haptic purchase argument can lead to a loss of trust in the provider.
To counteract this, communication policy in B2C marketing must focus on building trust. Trust can be built by naming references, a free test phase of the service, or increased branding measures.
If a customer is involved in creating service as an external factor (e.g., designing a website), the customer's well-being is essential.
If a customer feels comfortable while the service is being provided, customer satisfaction can increase significantly, which leads to increased customer loyalty.