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B2B Ads From the Past

I always find it interesting to take a look at the work done by our predecessors in B2B marketing.

In post in Jackie West’s UK Industrial Marketing Blog, she mentions Richard Stone’s Insights into PR and Online Marketing blog post where he links to The Vintage Ad Browser.

Simply click on one of the categories in the Vintage Ad Browser, or type something into the search window, and you will get to see some of the advertising work done by those B2B marketers that came before us in what then was called “industrial advertising.” 

Speaking of B2B advertising from the past, one ad that never grows old for me is this one from McGraw-Hill:

McGraw Hill Ad

The copy reads:

“I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now—what was it you wanted to sell me?”

I believe McGraw-Hill was right, and still is. When prospects are reading your ads, emails, or any other of your marketing communications, this is what they are thinking.

You’ll need to address these issues before your prospects will be in a position to buy your product or service.

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Comments

Here’s the old and new versions of the man in the chair…
http://www.youtube.com/watch?v=DgyrONjjXZo

 

Michael,

Thanks for pointing out that video of that Business Marketing Assocation (BMA) presentation. It is both entertaining and thought-provoking.

As a side note, I think all B2B marketers should belong to the BMA (www.marketing.org).

-Mac

 

Out of curiosity, I visited the Vintage Ad Browser. Great site! Even found myself there, I wrote this: http://bit.ly/5ODmtL back in 1987.

 

Hi Mac,

Thanks for the link to my Blog (Insights into PR and Online Marketing) – always appreciated. Really enjoyed the McGraw-Hill poster. It reminds me of a client, let’s say he was called John Smith, who, after a year of concerted technical PR, entered a sales consultation and was asked by his prospective customer, “Are you the John Smith?”

Doesnt always happen by any means, but it’s truly satisfying when it does!

Richard

 

[...] this day, the popular ad remains a staple in direct marketing education because it demonstrates so clearly how hard it is to win the trust of new [...]

 

[...] this day, the popular ad remains a staple in direct marketing education because it demonstrates so clearly how hard it is to win the trust of new [...]

 

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