Many of our clients have both a wholesale and retail component to their business. When creating their business-to-business advertising, there’s always one extra wrinkle that usually takes some finesse. Not only do we need to highlight the product benefits – what’s in it for the end user – but we also have to emphasize the benefits for the retailer. These could be trends that suggest strong sell-through, special offers, drop-shipping options, small or no minimum orders, or similar benefits.
Covering two sets of benefits — one for the retailer, the other for the consumer — can be tricky to do in a small space, but it makes for a much stronger ad. I’m frequently amazed by the number of advertisers who address only one and ignore the other.