Monday, September 26, 2005

B2B activity *NOT* worth doing

I have two posts that talk about what cost effective activities are worth doing for B2B companies. In this one, I am going to talk about some of the activities that most small B2B companies should NOT do as they are usually not cost effective.

One thing that is often asked about is whether branding activities should be done, and for many people that means the look and feel of literature, website, logos, etc. In reality, branding is much more than a logo or a slogan, but is made up of all impressions which a prospective customer has of your business and product. This includes phone calls, whether the product worked or broke down, etc., along with all the slogans and logos.

For small companies, the focus should be on providing products and services that provide a high level of value to your customers, and it will be based on this as to how your brand will be perceived. Have the product your customer needs, don't make them jump through hoops to be able to order it from you, etc. is what I am talking about.

It would be nice if you had the money to make new logos, update all the literature and web, etc., but this is generally not the best place for small companies to spend their limited resources.


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