Let’s face it, b2b technology doesn’t exactly equate to „wildly creative“ – it’s more like „wildly…technical.“ But here’s the thing: The most successful b2b PR campaigns are creative. They stand out. They turn „yet another software update“ into „oh, that’s actually pretty cool.“ So, how do you launch a creative PR campaign that makes waves in the b2b world?
This is how we proceed at Red Lorry Yellow Lorry:
1. Find the story behind the specifications
Your product has 17 new features and three new integrations? Fantastic. But what problem does it solve for your target audience, and why should they care? The heart of every creative campaign is a killer story. Tap into the emotions, urgency, and needs of your audience. Humanize the technology by making it relatable. If you have a product that makes their life 50% easier, don’t just tell them, show them! Preferably with some straightforward storytelling.
2. Question the b2b status quo
„But b2b buyers don’t care about creativity.“ That’s cute. But wrong. They’re human too, and they see the same boring campaigns every day. So do something different! Whether it’s an interactive digital experience, bold visual content, or a campaign angle that challenges the industry, take the road less traveled. At worst, you’ll at least make some people pay attention. At best, you’ll break through the noise.
3. Keep it real
Authenticity is key. Don’t hype up your product with buzzwords that mean nothing (nobody wants to „exploit synergy“ for the millionth time). Journalists, for example, won’t be blown away by an ice cream company that churns out research proving everyone needs to eat more ice cream! Instead, use your creativity to find unique ways to convey real value. Maybe it’s a customer focus that tells a compelling success story. Maybe it’s a surprising data point. Whatever it is, make it real, relevant, and interesting.
4. Address the right target group with the right message
A creative campaign is only effective if it reaches the right people. Segment your audience and tailor your messages to each group. Different people have different motivations, so find out what resonates most with each one and get creative when speaking to them. Want to grab the attention of your TikTok-loving shopper? Maybe it’s time to crank out some light memes. The magic happens when the right story meets the right audience.
5. Leave room for experimentation
In b2b tech PR, data-driven decisions are important, but creativity thrives when there’s room for experimentation. A/B test campaign assets, try unconventional approaches and see what sticks. Some of the best creative ideas come from that „let’s give it a shot“ moment.
6. Amplify, amplify, amplify
A creative campaign needs a megaphone, not a whisper. That means media outreach, paid social media advertising and influencer partnerships. Make marketing your best friend. Make sure your creative spark reaches as many people as possible. And don’t be afraid to shout about it. Because if no one hears your great idea, did it even happen?
Contact us!
At Red Lorry Yellow Lorry, we’ve worked with brands big and small to develop, deliver and amplify needle-shifting creative campaigns. Whether it’s client-based or one-off projects, our experience spans digital and marketing, media and influencer communications. You name it, we’ve got it covered.
Are you ready to add some creative flair to your next big campaign or product launch? Contact us today. We’d love to help you make a difference (and maybe have a little fun while we’re at it).
