B-to-B Marketing Fundamentals Don’t Change (Long)
While technology, communications channels and media usage habits change over time, the fundamentals of profitable business-to-business marketing do not. In this excerpted video from a live staging of the classic McGraw-Hill “Man in the Chair” ad at the business marketing Association’s 2009 national conference, opening speaker Ralph Oliva, executive director of the Institute for the Study of Business Markets, drives home the fundamental similarity between how buyers and sellers built awareness, credibility and business relationships 50 years ago and how they continue to do so today, albeit with many new and revolutionary tools and techniques at their disposal. For more information on BMA’s “UNlearn” conference and to see the original “Man in the Chair” ad, go to http://www.marketing.org/conference and http://www.marketing.org/images/Mcgraw-Hill.ad.jpg
Duration : 0:5:41
Gary Slack of …
Gary Slack of Chicago’s Business Marketing Assocation showed this clip at a recent event and the nodding heads as it played made us look like a room full of bobbleheads.
I experienced this …
I experienced this from the front row. Believe me when I say it was riveting. I felt like I was literally witnessing the passing of an era. The ovation @4:38 was obviously edited out because the audience went nuts!
Super-kudos to the people who put this together and executed so well.
RICK SHORT
I doubt that this …
I doubt that this smart demo will make a dent in the lives of today’s marketers.
Everything Ralph says here is true, but the “marketers” today are focused only on the new toy in technology, in research, online, in social media, in shopper marketing etc.
Call these new gizmos whatever you want, as long as we are called “humans” the basic questions remain: who the are you and what do you want from me?
If you answer both in a relevant way for my needs, I’ll consider doing business with you.
I first saw this ad …
I first saw this ad on the wall of Ray Gillette’s office at DDB in the mid-90s. I loved the sentiment then and grew to love it more as it is now plastered 8 feet tall on our office lunchroom wall. I think the live update to modern communication channels was both humorous and enlightening. Great job BMA!