Tag Archives: business to business marketing

Caterpillar Powers Lantern Festival

Caterpillar

Marketing to businesses presents a different challenge than does marketing to consumers. Sure, the process and components are nearly the same, but because the size and length of purchases differ, so too do the campaigns and messages needed to promote sales of expensive equipment to businesses. Case in point: How does Caterpillar show the value of its heavy equipment to companies and communities?

In a new campaign from the company, Caterpillar vividly shows the power of a 252,000-watt generator when it is used to provide power to a remote Chinese village. In the short video titled “Lantern Festival,” the isolated community of Yuhu Village in China faced challenges in its annual celebration of Lantern Festival, a 2,000 year old tradition symbolizing prosperity and good fortune. While the town does have electricity enough to power homes, outside electricity is at a premium. Working with the Yuhu villagers, Caterpillar delivered its generator at 7,900 foot Jade Dragon Snow Mountain. When the power is finally switched on, the village lights up with happiness.

Group Activities and Discussion Questions:

  1. Discuss the differences in business-to-business marketing versus marketing to consumers.
  2. Show the Caterpillar video: http://youtu.be/SRaSBzfGwNk
  3. The behind the scenes video: https://youtu.be/u0ubTvDrcYs
  4. Discuss the key messages and purpose of the video in Caterpillar’s marketing programs.
  5. Divide students into teams. Have each team select a product that is sold to businesses and develop a marketing campaign that highlights the company/product abilities in a unique way.

Source: Caterpillar

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Super-sized Scoreboards from South Dakota

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There is no doubt that the Super Bowl is a big stage for marketers. But, think also about other companies that gain from a Super Bowl presence. After all, professional sports teams and franchises are also big spenders, providing fans with the best experience possible and sparing little expense to lure people off their couches and into the stadiums and arenas.

Consider the humble score board whose job it is to track the plays, excite the fans, and provide the big screen game experience to thousands of fans. Ever wonder about where the score boards originate and how they are manufactured? It’s a fascinating story of engineering combined with marketing. View the video from CBS Sunday Morning and get an inside look at how Daktronics builds the video scoreboards to increase excitement of fans and consumers.

Group Activities and Discussion Questions:

  1. Discuss organizational buying. How is marketing different when selling to businesses rather than consumers?
  2. View the video:
  3. Bring up Daktronics’ Web site: http://www.daktronics.com/en-us
  4. Divide students into teams and have each team brainstorm new businesses that might benefit from visual signs (not just sports teams).
  5. Select one of the business and design a marketing campaign to sell video signage.

Source: CBS Sunday Mornings, Manufacturing Business Technology

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