Vicinity Buses, a division of Grande West Transportation Group, recently debuted its new B2B campaign, titled 'The Right Tool.' The advertisement targets transit authority professionals in small towns and communities across the United States and Canada through a humorous marketing video.
The Right Tool video features a man zealously attempting to trim a bonsai tree using a chainsaw. This overkill scenario highlights the video's main point: don't use a large bus in a small town. The campaign emphasizes Vicinity's purpose-built buses that are beneficial to smaller cities that require a smaller scale bussing system. The ad further highlights the advantages of Vicinity Buses including more affordable costs, less green-house gas emissions, and more efficiency.
This eye-catching campaign is a great example of how a business targets other businesses through marketing. The campaign will include video, digital marketing, email marketing, and social media marketing.
Key Themes Behind This Trend
- Purpose-built Buses
- Developing and marketing smaller scale, efficient, and eco-friendly buses that are tailored and beneficial to smaller rural communities.
- Humorous B2B Marketing
- Entertaining B2B marketing campaigns that convey a clear message in a humorous and engaging way.
- Multi-platform Campaigns
- Cross-platform B2B marketing campaigns that promote products through various digital and social media channels.
Where This Applies
- Transportation Industry
- Opportunity for manufacturers to innovate and create more eco-friendly and cost-effective vehicles for smaller towns and rural communities.
- Marketing and Advertising Industry
- Opportunity for marketing and advertising agencies to create more humorous, creative, and engaging B2B campaigns for their clients.
- Digital Media Industry
- Opportunity to develop and implement digital marketing strategies that target specific industries and communities using social media, email, and video marketing.
