An advertising copy can always tell how a marketer wants you to perceive a brand. In this post, let’s compare a couple of key B2B advertisers in this region and see what’s inside the mind of these marketers.

Global Sources uses “Source from quality China, Asian & Indian Suppliers in Hong Kong” to promote its October edition of China Sourcing Fair.  The message appeals to the audiences for a reason to visit the trade show.

Canton Fair’s copy is “More Opportunities in 2009. Phase 2 and 3 brought forward bringing big opportunities earlier.” It pretty much emphasizes on the size of the event means huge business opportunities.

HKTDC has the similar approach as Global Sources, “International Buyers Sourcing For Electronics & Electrical Appliances.” It is a pretty flat tone.

Yiwu International Commodity Fair has an interesting visual that appeals to the buyers in South America. I like the presentation. It is eye-catching and not falls into too traditional B2B.

Alibaba conveyed this message months ago, “Visit our B2B site for a wide collection of Baby Care Products at low prices.” The creative was very functional with a flat tone.

But the recent Alibaba’s US advertising campaign: “Find It. Make It. Sell It” has demonstrated an interesting plot. My favorite one is called “The Itchbot Story.” It is about “How two guys & a robot became an awesome business.” The plot is presented in a very different way compare to all the previous Alibaba’s advertisements.

In my opinion, the success of crafting a good copy or creating a marketing plot depends on how the marketer can actually see things from the audience perspective. In my everyday work I come across a lot of B2B advertising copies and most of the tones are just over functional that to a point they pose almost no effect for catching the audiences’ attention.

So in your next B2B advertising campaign when all your competitors have the same USP, try to use emotional reward to engage your audiences’ mind. Perhaps it might work better.

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