Amazon Leverages Big Brand Equity for B2B Marketing

For brands like Amazon Web Services (AWS), a cloud computing and web programming company, creating an emotional connection with their key audience represents more of a challenge than consumer-facing businesses. Business-to-business brands face larger hurdles in developing successful advertising campaigns than their B2C counterparts who can leverage emotional appeals and benefit from shorter purchase decision making journeys. Needing to reach the harder-to-sway business decision maker, these messages tend to build more on rational benefits messaging and return on investment value for corporate buyers.

For their latest airport advertising campaign, AWS has deployed digital creatives featuring their work for a vast array of businesses and institutions that have significant brand equity with the average American- ranging from BMW to Disney to the NASDAQ. This marketing strategy allows the B2B software-as-a-service company to leverage the valuable name-recognition, emotional connections and brand associations that these major companies have already built.

Co-marketing is a well-recognized and highly-effective strategy; in fact, data shows that “68% of consumers were able to make buying decisions even before speaking to sales representatives after being exposed to co-marketing campaigns”. Amazon is going big with this strategy, growing the typical partnership between two brands to incorporate nine major brands in their AWS advertising.

Implementing this campaign across JCDecaux’s premier Digital Brand Experience network of 24 digital spectaculars brings high-visibility and impact to this impressive set of partnerships. Located in Los Angeles International Airport’s Terminal B, the campaign is set to capture the attention of all domestic passengers and international departures as they pass this long-read placement.