Marketing Tips for B2B marketing

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When Advertising Works

One of my favourite ever advertisements from an unlikely source: Victorian Worksafe.

Why do I like it?

It’s never going to win awards for it’s soundtrack or cinematography, but I think the intention of the message is spot on. The TAC have been using different forms of shock-tactics to get their message across with gruesome narratives and images for years. They seemed to have become the benchmark for government agencies — how else can you get through to people?

But with this offering Victorian Worksafe have looked at their message from a different angle. Considering that most people tend to feel themselves as invincible (Smoking kills? Speeding kills? Drugs kill? Who cares?), this advert focuses on a strong emotional bond to try and change your behaviour: the effect you have on the people you love if you get badly injured at work.

Perhaps I’m more focused on the affect I have on my family now that I have a dependent, but for me, this advert is as compelling to me as any terrible injury image could be, perhaps more so. And that’s why I’m more likely to modify my behaviour. I still think I’m invincible, but I’d do anything for my family…

Andrew Silcox

Need help from a marketing consultant with your B2B marketing or lead generation campaigns? Director of The Lead Agency, Andrew Silcox has over 15 years experience in B2B marketing strategies and lead generation campaigns. He knows that best results are based on building great marketing conversations. The more you engage and communicate with your customers and prospects, the more likely they will understand, need and value what you offer.

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