CARS, CEREALS, AND CONTENT
One of our biggest clients, Avis Budget Group, is a good example.
You probably think of them as a B2C brand. When you’re on vacation and you want to get around, you rent a car from Avis.
But Avis doesn’t serve sightseers alone. They also keep large corporate accounts, providing rental cars to business travelers at different airports around the world.
Even a classic “B2C” company like Kellogg's is really primarily in the B2B business. Kellogg's sells Frosted Flakes in the grocery store, but who do they really sell to? They sell to supermarkets. They sell to distributors, who carry their product.
Take another one of our largest clients, NBC. They're an entertainment company. They're beaming their content into your household.
That makes them a B2C company. And of course, they are.
But who really pays their bills? Advertisers. NBC is constantly selling airtime to companies that want their products to be seen by people who are tuned in to the TV network’s shows.
It’s similar to how a sports league like the NBA makes money. While the revenues derived from ticket sales are considerable, it makes a whole lot more from corporate sponsorships, licensing deals, and television contracts.
In other words, the NBA sells their basketball games to advertisers, merchandisers, and broadcasters.