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Event Supplier and Services Association (ESSA)

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Beechin Wood Lane

St Mary's Platt

Kent | United Kingdom | TN15 8QN

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Exhibition Stand Design: The Difference Between B2C and B2B; Marketing Ideas for Events


Here at Glass Shed Exhibition Stand Design London, we’re not just experts in the field of exhibition stand design; we also happen to have clocked up a fair amount of know-how when it comes to understanding marketing. We have, after all, been in the business now for over thirty plus years. We appreciate first and foremost that any great marketing strategy has to begin with understanding the needs of your target audience.

That’s why we make it our business to get to know your business.

B2C vs. B2B

Ah yes, those very similar but vastly different acronyms.

They’re both about your business, yes, and how you market it, sure, but they’re targeted at two vastly different audiences, each of which requires a unique approach when it comes to showcasing your company at events and exhibitions.

One is about enticing consumers, the other engaging businesses. Both require entirely different approaches to succeed.

What is B2C Marketing?

Simply put, it’s any business selling products or services directly to an end customer, resulting in a transaction of some shape or form taking place.

Typical examples of B2C companies include:

  • Online and bricks and mortar retailers

  • Large FMCG companies

  • Consumer tech and innovation companies

  • Car manufacturers

Marketing activity undertaken by B2C companions can include:

  • Social media and online advertising campaigns

  • Marketing eBlasts with promotional, value and discount offers

  • Loyalty schemes, referrals and new customer incentives

  • Affiliate partnerships and influencer marketing campaigns

When it comes to event marketing ideas for the B2C sector, the following tend to resonate best:

  • On stand product giveaways

  • Photo Booths to capture those “insta-worthy” moments

  • Immersive and sensory experiences

The beauty of working with Glass Shed Exhibition Stand and Design London is that we can help turn your marketing ideas into creative and unique three-dimensional spaces that reflect your brand’s core personality and characteristics while directly appealing to your target audience.

What is B2B Marketing?

Equally as important, this kind of business markets to other services and businesses, as opposed to a general consumer.

Examples of B2B companies include:

  • Companies creating business software

  • Agencies supplying website and content creation services

  • Consultancy service offers

The kinds of marketing activity that work well in the B2B sphere include:

  • Relationship building at relevant conferences and trade fairs

  • Industry-specific advertising in online and print publications

  • Hosting networking events or targeted workshops and training days

What kind of B2B marketing ideas yield positive results?

In the world of B2B marketing, relationships are the key to success. You must be able to demonstrate a real and tangible need for your product and it’s benefit to your clients’ business.

That’s why when we’re designing and building a stand for a B2B event, we try to ascertain as much valuable and insightful information as possible about your key business metrics and measurables.

  • Marketing methods that work particularly well on a B2B stand include

  • Interactive displays with pertinent statistics and information

  • Highly visual and compelling graphics including things like customer testimonials

  • Live product and service demonstrations

Client education is so often the key to success so here at Glass Shed London we work with you to create an exhibition stand that enables you to engage and communicate with your business customers in as many varied ways as possible.

Are there any similarities between B2B and B2C marketing?

Well, yes, there are and although the overarching marketing strategy may differ, depending upon whether your customer is a business or a consumer one, they will both demand the same end results; high quality, dependability, and an impeccable experience.

Regardless of whether you are in the B2B or B2C arena, customers will expect to interact with your product and service in a positive, engaging and visually appealing way and for that, you need a team of talented designers to execute the perfect stand for any event.

Why not get in touch with is today for an initial consultation?