Being a b2b Tech PR bod through and through I have just recently been asked by my consumer colleagues to help out on a “little” b2c campaign for .
The product we are pitching is being endorsed by a famous American record producer, rapper, and record executive. The media loves him and the product he gave his name for. Radio, glossy men’s magazines and the crème de la crème of the consumer electronics press – are all mad about the gadget we are pitching.
So, I was thinking… can’t I have a celebrity for all my b2b campaigns as well? It would make live so much easier. Would it? Not really. I guess I can’t really have Paris Hilton endorse ethernet services and ask Brad Pitt to support a product launch for a new multifactor authentication product.
But that’s fine because b2b has its own celebrities. It think the Microsoft’s, the Googles, the SAPs and the Nokia’s of this world are “b2b celebrities”. If I am approaching a journalist and mention that I am calling on behalf of “b2b celebrity company X” or that my client has just partnered with “b2b celebrity company Y” things usually start off much easier... or if not easier I am at least assured that people know who I am talking about.