Entertainment brands treat their audience as an ongoing relationship, not a series of transactions. For B2B marketing there are lessons here.
Entertainment brands have always had one clear goal: keep ’em coming back for more. They know how to build anticipation and how to turn a one-time interaction into a long-term relationship. But there are lessons here for B2B marketing that go beyond the flashy campaigns or celebrity endorsements often used to do this. Many of the techniques used in film, music, and broadcasting can apply just as well to industrial or scientific sectors. We just need to be willing to adapt the thinking.
One lesson is the power of anticipation. Entertainment companies are masters of the teaser. They drip-feed information and build excitement before the main event. In B2B we often treat promotions as one-off announcements, because we’re afraid they’re boring and don’t deserve anything better. However, a product launch or major event can have a bigger impact if it feels like the climax of a story rather than a sudden appearance.
Another lesson is emotional connection. Entertainment companies succeed because they make people feel part of something bigger, whether that’s a fan community or a cultural moment. In B2B, this emotional angle is less obvious, but it is still there to be had. Customers want to feel reassured, and part of a partnership. If we can create a sense of belonging, we build confidence.
The common thread is that entertainment brands treat their audience as an ongoing relationship, not as a series of transactions.