b2b 5 communications)
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B2B Marketing
Communications
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B2B
Promotion Mix
Four More Ps:
Personal Selling
Paid AdvertisingSales Promotion
Publicity
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What else is different aboutindustrial promotion?
Not much mass media. Mostly print advertising
Messages logical/factual, vs. emotional
May need different promotion to
different organizations, or even peoplewithin a single organization.
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Available Promotional Tools I General Business Publications: Forbes
Trade Publications
Horizontal: Job/Function focused: purchasing
Vertical: Industry focused: steel, agriculture Industrial Directories: Thomas Register
Trade Shows
Catalogs
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Cost/Effectiveness of Promo Mix
Field Salesperson
Inside Salesperson
(Telemarketing)
Trade Shows
Direct Mail
Catalogs/Manuals
Trade Journals
Other Advertising
Cost/Contact
High
Medium
Low
Effectiveness
High
Medium
Low
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Review of Buying Process
Problem Awareness: Sr. Mgmt/Current Users; useTrade Shows and Trade Publication Advertising
Solution Identification/ Information Search:Techies; use Catalogs, Samples, Trade Journal Advertising,
Sales Force (defense)
Evaluate Alternatives: Purchasing Mgrs.; useComparative Adv., Testimonials, Sales, Tech Reports,
Publicity
Decide/Purchase: SALES: negotiate, persuade, adapt
Post-Purchase Evaluation: Advertising, inside
sales, direct mail
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Why businesses should advertise.
Can reach people in the buying center that
sales cant reach
Good tool for prospecting (1-800; reply card)
Can lay groundwork for salespersons call Creating awareness
Providing general information
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Why businesses should advertise.
Can reduce cost of sales call
Motivate/support intermediaries/distributors
Can create pull for customers products,leading to increased derived demand
Can convey desired image
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Print Media
Advantages
Not fleeting like broadcast
Can include technical information
Buyer can go back and see again
Buyer can go through at own pace & focus onwhat she/he is interested
Disadvantages
Cant possibly include all pertinent informationMay not be seen
Difficult to assess effectiveness (like all adv.)
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Advertising Objectives
Express as sales or market share (easy tomeasure)
Could also use awareness levels or changesin attitudes, beliefs, or perceptions
Might just be reminder (esp. in decline)
Post-sale reassurance (reduce cognitivedissonance)
BE SPECIFIC: Time and Audience Unfortunately, most managers dont know
or understand their objectives
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See how many objectives this IBM ad targets
IBM ad.flv
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Advertising Objectives II
Objective Strategy Characteristics
Awareness CorporateGeneric
Diffuse, Long Term Benefits; LowPersuasion Informative, not
comparative
Knowledge Preemptive Establish superiority. Informative,
moderate persuasion
Liking Brand Image Focus on benefits, not competitors
Emotion, moderate persuasion
Preference
Conviction
Positioning Focus on differentiation vs. competition.
High/moderate persuasion
Purchase Unique
Appeal to action
What comp. Does not do. Hi persuasion
Incentive to act. High persuasion
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How much to spend?
High Low
Standardized Products Customized Products
Broad product line Narrow product line
Superior product quality Lower product quality
High price Low/Average price
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The Message
Need visual magnetism: get attentionColor, contrast, angles, straight lines, oddities,
Select the right audience
Invite reader into the scene: identify with ad
Promise reward (benefits, good performance)
Back up promise: support claimTestimonials, tech standards,
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The Message .contd
Organize ad to present message in logicalsequence
Speak to reader as an individual, personalize,keep simple, ACTIVE VOICEAvoid Clichs
Easy to read What vs. where or who: Focus on product or
service first, not the company (except)
Reflect companys character & personalityBe consistent, takes long time to develop and
maintain image
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Choosing Media General B. Publications (Forbes, Business
Week)
Good for products with broad appeal to large # of
customers, who are geographically dispersed.Good to project image to business community.
May be best to reach upper level management.
Cost up to TEN TIMES price of trade journal ads.
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Choosing Media
Trade Journals (Modern Metal, Purchasing Today) Special Interest. Knowledgeable readers.
Vertical vs. Horizontal.
Useful for directing specific, technical messages
Can reach technical people who read these journals
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Choosing Media contd
Industrial Directories (Thomas Register)
List suppliers of variety of product types
Also Catalogs, like Sweets
Telemarketing
Incoming and outgoingComplaints, inquiries, orders, service requests
WWW
Catalogs, orders, email, phone directories,information on company and products
Direct Mail: Brochures, Intro letters
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Evaluating Advertising
Compare outcomes to goals.
Look at bottom-line increases in sales. Be
sure to account for other factors (pricing,sales efforts, competitor actions)
Nonlinear relationship, diminishing returns
Time lag can be months
Was target audience reached?
Which medium was most effective? $/sale
Effect of adv on audience attitude,
awareness, recall, behavioral intent (to buy)
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Sales Promotion Supplements and complements sales
Samples
Contests for distributors
Advertising Specialties: Trinkets and Trash Trade Shows, conventions
Catalogs Distribute Technical Reports
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Trade Shows
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Benefits of Trade Shows
Formal exhibition of products
Opportunity to make lots of contacts at once
Good for customers to ask questions and
compare competitors
Introduce/demonstrate products Build awareness
Make personal contacts Parity with competitors
Recruit employees, reps, and distributors
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Tips while participating in Trade Shows
Need to identify goals Measure effectiveness
Know which shows to focus on Displays and Literature: Location, Quantity/Quality
Static Displays: Well trained salespeople.
Attention-Getters: Contests, Shows, Games, Gimmicks
Audiovisual Presentations: Tapes, Computers, Films
Live Product Demonstrations: 10 Minutes
Be on MUST SEElist
Take-Aways: Literature, brochures, samples
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Catalogs Contain information on the
companys line of products.
Might include price lists &warranties.
Can customize
Use Direct Mail, TradeShows, Sales to distribute
Put on-line
Publish in industrydirectories
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Technical Reports Describe product and its
use
Gives fairly detailedspecifications (customerunderstanding, no trade
secrets) Graphs, charts, illustrations May give results ofproduct
testing Distribute via direct mail,
trade shows, sales
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Publicity
FREE (or at least less than advertising)
Credibility: Objective 3rd Party
Events: Seminars, etc Sponsorships (even sponsor lunch, tour, etc)
Press releases Press conferences
Public speaking (CEO invitedBill Gates)
Article Writing in trade journals
Supplemental Role: Inform about new products;
Generate inquiries; Increase awareness
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