"Tonight we set aside petty differences, forget old feuds and start new ones" said Bob Hope famously, hosting the Oscars in 1971. Year after year, for 84 years, the Oscars have been all about honoring the best in the world of cinema. As for the show, in its long run, it has reinvented itself many times over to keep audiences engaged and entertained. Is there a lesson here somewhere for us B2B marketers?

1. Why B2B Marketing is like the Oscars

2. A good story always wins
A silent film. A black and white film. A film set in
the 1930s...
But all that mattered was that „The Artist‟ told a
story that resonated with the audience.
Do you have a good story to tell?
A story that will help you build an emotional
connect with your prospects and
customers?

3. Keep it simple, silly
45 seconds. That‟s it. Your Oscar acceptance
speech.
Shortest acceptance speech ever? “This is an
honor and privilege. Thank you very much.”
Joe Pesci, 1990
Clarity and simplicity in your
messaging is of utmost importance.
Make it easy for everyone to understand.

4. Sparkle, sizzle and shine
Bold colors. Basic blacks. Vintage couture.
Trendy bling. Sparkles, sequins, beading and
embroidery.
Every star is out to stun on the red carpet.
Design is as important as your story.
Your website, collaterals, campaigns, content
assets – dress them up to win
your prospect‟s attention.

5. Keep experimenting
Alec Baldwin and Steve Martin, hosts 2010 –
wildly successful.
James Franco and Anne Hathaway, hosts
2011. Bought on to revive the declining
viewership and connect with younger
audiences. Widely panned.
Understand your target audience.
Learn what they want. Use A/B testing and
keep experimenting with your campaigns.

6. Ignore social media at your own risk
Television viewership – 39.3 million
Social activity during show - 4.2 million
Red Carpet coverage - 3.9 million hits
For an 84 year old event, they sure knew how to
work the new media!
B2B social media marketing is efficient,
cost effective, has greater reach and
tremendous viral potential.

7. A good host makes all the difference
Bob Hope. Steve Martin. Whoopi Goldberg.
Billy Crystal.
Singing, dancing, playacting, joking – they have
done it all to keep the audiences entertained.
A marketing champion is important
for your success - ability to lead, adapt to
change, clear
communication, creativity, confidence and humor.

8. Blog Live Demo
Images Courtesy http://oscar.go.com