b2b dell com plan
TRANSCRIPT
B2B Communication Plan
Outline:Defining objectivesDefining targetsDefining budgetDefining media plan Design of the copy strategyDesign of the operational planImplementation of the communication plan
Who is DELL?Dell is a technology company which develops,
manufactures, sells, and supports:personal computers, services, data storage
devices, network switches, software, televisions and other technology-related products.
The company has its operations based in Round Rock, Texas. As of 2008, Dell employed more than 95,000 people worldwide.
Approaches:Three different strategies for different clients with
different accounts:
Strategy No1 – big accounts More than 1M euros
Strategy No2 – medium accounts Between 100K and 1M euros
Strategy No3 – small accounts Less than 100K euros
StrategyDefining objectives
Have to be SMART:
SpecificMeasurableAchievableRealisticTime framed
Strategy No1Defining objectives
There are four different types of communication:
Internal communication
Institutional communication
Product communication
Co-branding communication
Strategy No1Defining objectives
There are three different types of communication objectives:
Awareness objective
Image objective
Behaviour objective
Strategy No1Defining objectives
For big accounts:
Two types of communication/objectives:
Institutional communication: Image objective: To enhance brand image by 10% in less than 6 months for our specific target audience by using means such as: PR, advertising, factory visits, sponsoring, mécénat …
Product communication: Behaviour objective: To enhance product purchase by 20% in less than 8 months for our specific target audience by using means such as: advertising, PR, showrooms, peer to peer programs, factory visits, …
Strategy No2Defining objectives
For medium accounts:
Two types of communication/objectives:
Institutional communication: Image objective: To enhance brand image by 15% in less than 8 months for our specific target audience by using means such as: PR, advertising, sponsoring, mécénat …
Product communication: Behaviour objective: To enhance product purchase by 20% in less than 10 months for our specific target audience by using means such as: advertising, PR, showrooms, peer to peer programs, …
Strategy No3Defining objectives
For small accounts:
Two types of communication/objectives:
Institutional communication: Image objective: To enhance brand image by 15% in less than 10 months for our specific target audience by using means such as: PR, advertising, sponsoring, mécénat …
Product communication: Behaviour objective: To enhance product purchase by 15% in less than 12 months for our specific target audience by using means such as: advertising, PR, showrooms, peer to peer programs, …
Strategy No1Defining targets
For big accounts:
Shareholders, stakeholders, decision makers, business users and competitors which have a potential higher than 1M euros
Strategy No2Defining targets
For medium accounts:
Shareholders, stakeholders, decision makers, influencers, business users and competitors whose potential is between 100K and 1M euros
Strategy No3Defining targets
For small accounts:
Shareholders, stakeholders, decision makers, influencers, business users and competitors whose potential is less than 100K euros
StrategyDefining budget
In general (for all accounts):
Must be 1% of the net income of a company: in Dell’s case, $26million
Summ devided among the accounts: (rough estimates) $13M for Big accounts $9M for Medium accounts $4M for Small account
StrategyDefining media plan
For all accounts: Advertising:
Generalist press (magazines, newspapers) – once a week, every week
Professional Press (eg. Newsweek, Capital, Business Week) – 1/week, every week
Internet search engines (eg. Google, Yahoo) – displayed for a year
Email providers (Hotmail, Gmail, etc) – displayed for a year
Internet websites (Dell's and others) – displayed for a year
Blogs – deal with provider for a one year contract TV - interviews, press conferences and manufacturers' visits
Editorial/Technical articles, reviews: Newspapers, magazines – from as many publications as possible
(both generalist and professional press), as often as possible
Strategy No1Defining copy strategy
The promise : bring technology experience to the next level
The proof : advanced, high-tech and reliable hardware,
software, and business solutions
The benefit : better performing / easier to manage / reliable service
The tone : elitist, professional, business solutions-oriented …
Strategy No1Defining copy strategy
For big accounts:
Dell will bring technology experience to the next level.Dell offers advanced, high-tech and reliable hardware,
software, and business solutions and the services that go with them.
With Dell’s products are better preforming and they are easier to manage.
Strategy No1Defining copy strategy
For big accounts:
Dell will bring technology experience to the next level.Dell offers advanced, high-tech and reliable hardware,
software, and business solutions and the services that go with them.
With Dell’s products are better preforming and they are easier to manage.
Strategy No2Defining copy strategy
For medium accounts:
Dell will bring technology experience to the next level.Dell offers advanced, high-tech and reliable hardware,
software, and business solutions and the services that go with them.
Dell’s P are better preforming and they are easier to manage.
Strategy No2Defining copy strategy
For medium accounts:
Dell will bring technology experience to the next level.Dell offers advanced, high-tech and reliable hardware,
software, and business solutions and the services that go with them.
Dell’s P are better preforming and they are easier to manage.
Strategy No3Defining copy strategy
For small accounts:
Dell will bring technology experience to the next level.Dell offers advanced, high-tech and reliable hardware,
software, and business solutions and the services that go with them.
With Dell’s products are better preforming and they are easier to manage.
Brand awareness.
Strategy No3Defining copy strategy
For small accounts:
Dell will bring technology experience to the next level.Dell offers advanced, high-tech and reliable hardware,
software, and business solutions and the services that go with them.
With Dell’s products are better preforming and they are easier to manage.
Brand awareness.
AdvertisingPublic RelationsShowroomsSponsoringMécénatPersonal sellingDirect MarketingFactory visitsSales PromotionWord of Mouse/Mouth
Design of the operational plan
Design of the operational planAdvertising
Form of communication with the purpose to inform potential customers about products and services and how to obtain and use them.
Advertising in professional press is one the first medias on BtoB marketing.
Types of advertising:written advertising (the announcer write an article and
pays the space),Technical articles (written by a journalist on a news, with
our material), interviews, press conferences and manufacturers visits, press reviews, professional year book presence and Internet (Yahoo,
Google …), company newspaper, magazines.
Design of the operational planPublic Relations (PR)
PR takes actions for dealing with the company image and notoriety.
Targets:public administration and institutional professional association bankers, auctioneers clients, prospects, suppliers journalistsinternal staff (salesmen…)
Design of the operational planShowrooms
The most important media in B to B marketing.They represent the first budget criteria.The shows are invited by users and prescribes who
are seeking information on the market.
Characteristics:The strong presence of the media.The shows welcome conferences and seminars.
For Dell: 15 to 20 each year, in the world's biggest events
Design of the operational planSponsoring
Is a financial way that the company gives to a sportive and/or cultural activity.
In the meantime the company benefits from a better image example.
For Dell:Human Rights Campaign Black Tie Gala Founding Sponsor of the Green Grid
Design of the operational plan Mécénat
Financial or material support brought by a company or a private individual to an action or activity of general interest (culture, research, humanitarian...). The mécénat (patronage) is distinguished from sponsoring by the nature of the constant actions and the fact that there are normally no advertising contractual counterparts for the support of the patron.
For Dell:The Progeria Research Foundation
Design of the operational plan Personal selling
Is a promotional method in which one party uses skills and techniques for building personal relationships with another party.
Personal selling involves personal contact.Face-to-face meetingsVia a telephone conversation, Though newer technologies allow contact to
take place over the Internet including using video conferencing or text messaging
Design of the operational plan Personal selling
For Dell:
Personal selling is that the cost of a sales-person for an individual customer makes no economic
sensebut if you are selling many computers, printers, servers
and other products and ancillaries to one customer then personal salespeople are required to understand the customer’s needs, offer appropriate solutions and sell the correct package.
In this regard, Dell must compete with HP and IBM for business customers on a more personalised service basis
Design of the operational plan
Direct Marketing Is based on technical analysis (data-mining) of
clients data and those which allow us to convert in useful information in order to elaborate action plans.
The objective is to identify the most active clients, to develop long lasting business relations.
Approaches:To send high value messages To send them at the right time To the right personOn the appropriate format (newsletter, catalogue,
mail, e-mail…)
Design of the operational plan
Direct Marketing For Dell:
Most computer companies sell their products to retailers, who sell them on to customers through their shops. This indirect distribution process obviously adds cost and the customer must pay for this. Dell eliminates this additional cost by selling directly to the customer
Design of the operational plan Factory visits
Are organized visits to the companies facilities.Visitors can attend production process, as well as
quality control tests.Beside production process, visitors can attend
presentations and small seminars. All visitors are receiving company materials, such as:
Calendars, pencils, magazines, visit-cards…
For Dell: accept up to 2 factory visits per year, propose one
Design of the operational plan Sales Promotion
Media and non-media marketing communication are employed for a pre-determined, limited time to increase:consumer demand, stimulate market demand or
improve product availabilityCan be directed at either the customer, sales staff, or
distribution channel members.
For Dell: Big accounts: 10%Medium: 5%Small: 5% (but more seldomly than for other
accounts)
Design of the operational planWord of Mouse/Mouth
Is a reference to the passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner.
Types:a face-to-face spoken communication although phone conversations text messages sent via SMSweb dialogue:
profile pages, blog posts, message board threads, instant messages and emails
Perso SellingMécénat
PRPR
LoyaltyUsagePurchase/ Trial
PreferenceRelevanceUnderstandgAwareness
In House
Direct Mkt
Perso Selling
Factory Visits
Show room
Adv
AdvShow room
Factory Visits
Word of Mouth
Sales Promo
In HouseDirect Mkt
Adv
AdvDirect Mkt
PR
PR
Perso Selling
Sales Promo
Sponsoring
In House
HIERARCHY OF EFFECT Model
Strategy No1Implementation of the communication plan
For big accounts: SHARED COSTS:
$7M Advertising: Professional Press (eg. Newsweek, Capital, Business Week) – weekly / Internet websites
$3M Public Relations $5M Showrooms – 4 to 6 per year (depending on cost, time, etc) $1M Sponsoring + $1M Mécénat
INDIVIDUAL/SPECIFIC COSTS: $2M Personal selling (developer) 3 times a year $1M Direct Marketing $1.5M In House Events $1M Factory visits (twice a year if they ask/propose once) 10% Sales Promotion (not part of the $13M) (free) Word of Mouse/Mouth
Strategy No2Implementation of the communication plan
For medium accounts: SHARED COSTS:
$7M Advertising: Professional Press (eg. Newsweek, Capital, Business Week) – weekly / Internet websites
$3M Public Relations $5M Showrooms – 4 to 6 per year (depending on cost, time, etc) $1M Sponsoring + $1M Mécénat
INDIVIDUAL/SPECIFIC COSTS: $2M Personal selling (developer) twice a year $0.5M In House Events 5% Sales Promotion (not part of the $9M) (free) Word of Mouse/Mouth
Strategy No3Implementation of the communication plan
For small accounts: SHARED COSTS:
$7M Advertising: Professional Press (eg. Newsweek, Capital, Business Week) – weekly / Internet websites
$3M Public Relations $5M Showrooms – 4 to 6 per year (depending on cost, time, etc) $1M Sponsoring + $1M Mécénat
INDIVIDUAL/SPECIFIC COSTS:$1M Personal selling (developer) twice a year5% Sales Promotion some times of the year (not part of the $4M)(free) Word of Mouse/Mouth
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