When Emotions & Rationality Meet In B2B

B2B / September 16, 2015 / No Comments
Male and Female Logic

Despite the myths, the rational and emotional parts can be merged within a B2B solution, and you can’t bet only on the rational aspect. Today we’ll talk about how significant emotions are in viral advertising for B2B, how to create an emotional connection with your brand, and how to do it with the help of viral video.

So how does an average promo video look like? As a rule, the concept itself is very similar to some presentation, which logically explains how can one benefit from a particular product or service, what are its advantages over the other and so on. It is not surprising, because in most cases, marketers believe that a business audience makes decisions based on reasoning and logical conclusions.

However, this opinion is disputed by the results of research and Google CEB’s Marketing Leadership Council, conducted in 3,000 companies from 36 different market segments. They are completely dispel the myth that emotional video does not work for the promotion of B2B solutions. Emotional connection with the brand consumers and B2C companies ranges from 10% to 40%, whereas in B2B it is estimated at 50% or even higher.

According to the company that conducted the survey, such difference between B2B and B2C develops because of the different degree of probability of the risk of customers. If an ordinary consumer buys a defective product, it simply return it. In the second case, if the client is a company, the wrong choice can mean anything from falling sales or dismissal of an employee to serious financial problems.

There is a misconception that the B2B buying decisions depend only on the maximum value to the business. However, studies show that only 14% of the clients see the difference between the business value proposition of various brands and appreciate this distinction so that they are ready to pay more. In fact the high value proposition for business only helps in catching attention, but not in making a purchase decision. Therefore, when deciding whether companies are guided not only information about the product, but also on the emotional character of the brand, it is an ability to inspire confidence.

HTP Digital, an innovative b2b digital marketing player based in Manchester, has also conducted a study on rational and emotional aspects in brands promotion, depending on what they are betting in its marketing strategy. As a result, they found out that the majority of buyers prefer emotional companies whose products bear personal benefits.

Forget about yourself and remember the audience

Everyone has long fed up with intrusive television advertising, which speaks only for itself. Then how much more effective to pay attention to the client, its problems and expectations, and not talk about the benefits of your new products, as, for example, the company Cisco, sympathize with the client or to draw him a wonderful future full of satisfaction and personal gain. However, do not get carried away and do not forget to make the client remember that the movie is connected with your brand. (more…)

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All You Should Know About Lifting Crane Equipment

Industrial / September 13, 2015 / No Comments
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Currently, virtually all the varieties of hoisting units are in demand – regardless of whether it is electric and manual equipment. Perhaps, the leading roles in industrial spheres are played by overhead electric double-girder or overhead traveling cranes. In cranes construction the number of beams defines the lifting capabilities of the equipment. For example, double-girder overhead traveling cranes are used in those cases when there is a need to transport cargo weighing more than 10 tons. In the same case, when the weight of the load is relatively small, single-beam suspension design is quite suitable. Electrical control of lifting equipment, in contrast to the manual one, it provides greater productivity and is characterized by higher wear resistance. The installation of such units shall is based on a wide array of requirements, including fire safety, performance safety and many more.

Installation aspects

With the professional installation the customers reduce the risks breakage and equipment failure, getting more confidence in the integrity and safety of the equipment, and most importantly, the health and lives of employees. As a rule, in case of minor breakages, the repair of bridge cranes (both double-girders and single-beam devices) is carried out not only cost-efficiently, but also in a very short period of time, which has a paramount importance for production. Certain equipment types, especially custom ones, are even backed with the lifetime warranty.

Industrial facilities construction almost inevitably implies utilising a range of lifting equipment. The market of lifting cranes provides you with myriads of options, and to make a proper choice you should be guided by a long list of variables. Perhaps, the most widely applied design is hoist crane, which is confirmed by the statistics – thus, Granada Material Handling, an innovator of lifting equipment manufacturing, admits the bestselling products as for 2014 where gantry hoist and overhead crane devices. Currently, this type of lifting equipment is successfully applied in vessels construction and a huge variety of prefabricated buildings construction. Custom equipment accounts for nearly a half of sales; in general the core benefits of custom projects lie in boundless opportunities, allowing servicing the most sophisticated areas and meeting the most complicated requirements.

The pricing model

Like dozens of other lifting equipment options, gantry cranes come with a huge number of design features. Runway is the basis for strong pillars and the main part of the structure. The price of a gantry crane is largely defined by performance and functionality capabilities (the cost can be largely impacted by control panel design). An overwhelming majority of manufacturers concentrate their efforts on producing equipment that handles up to 500 tons and provide the 30-35 meters height lifting. The installation procedure of automatic equipment is narrowed to programming the control panel, making the interaction with the equipment as user-friendly as possible.

For the storage areas the lifting mechanism with a fixed cabin is preferred, while in other operating conditions mobile cabin or even radio control can be more effective. Normally, the installation and repair of gantry cranes is provided by the manufacturer (in some cases even lifetime guarantee on crucial parts is provided).

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