Individuals aren’t the only ones who make purchases. Every business is a consumer as well as a seller.
For example, a business in an office needs to buy computers, purchase industry-specific software, and hire a cleaning company. A lawn-care company needs to purchase mowers, shovels, trimmers, a cargo trailer, and other tools. A construction company requires raw materials, such as pipes and lumber, for every project.
Like other consumers, businesses want their purchases to solve a specific problem. They want to see advertising that is about them, rather than about the business doing the selling.
Unlike individual consumers, who often shop around for one-time deals or irregular purchases, businesses usually need to buy the same products over and over. They look for a long-term relationship with a seller so that purchasing necessary materials becomes a predictable part of their business model.
Industrial advertising is intended to connect with consumers (in this case, other businesses) and encourage them to make a purchase. Industrial ads are intended to attract buyers, increase sales, expand distribution channels, and spread awareness of a company’s brand.
If you are a B2B business, industrial advertising should be a strategic part of your marketing mix.