Business MarketingB2B Communications Strategies & Sales Management Issues

November 3, 2011Dawne Martin, Ph.D.

Administrative Things For next time: Read Chapter 12 and

prepare Direct Marketing at NanoV, p. 361

Learning Objectives To understand how the different approaches

to customer communication are used. To analyze the best mix of media for a

specific situation.

B2B Communications Why is it very different from B2C

communications B2B Communications Mix

Integrated message across media – aimed at different influences in the buying decision

Direct – both personal and mass communications Advertising

Broadcast Public Relations Trade Shows Publicity One-to-One and Social Media

B2B Advertising Reasons

Creates awareness Strengthens attitudes (post-purchase) Leads to action – call to action

Media Magazines

Trade journals (reader service cards, fax back) General Business Magazines Current events Magazines

Broadcast Media – T.V., Cable T.V., Radio Electronic Media Social Media

Public Relations

Publicity Generation of news about a company

or product Press releases, press kits for events

Public Affairs Lobbying Community Involvement

Trade Shows Reasons to use Trade Shows

Assist buyers in becoming better informed Begin dialog and relationship development Reach new prospects Strength current customer relationships Support channels of distribution

Trade show issues Net buying influences Total buying plans Amount of press coverage Association linkages Vertical vs. Horizontal and National vs. Global

Direct Marketing Direct Mail

List & database issues One-to-One Marketing and customization Response rates Offers and calls to action Communications Goals

Goodwill Familiarity & Interest – Loose vs. tight lead strategies Demonstrations Trade show traffic Influence channel Direct order

Direct Marketing Telemarketing (Outbound and Inbound)

Prospecting, qualify new accounts, contacting dormant accounts

Account management Prospecting and dormant accounts Customer service and orders Follow-up to direct mail

Synergy between direct mail and telemarketing – lifts response rates

Direct Marketing The Message

Start with Problem or Issue Cover Technical Issues Based on Audience Needs Appeal to Self - Interest & Company Goals Identify Benefits and Associated Features Prove Your Claims Make an Offer Test Your Message

The Offer: What a Prospect Gets & What Has to Be Done Soft Offer -- Request for Information -- 1.5 to 4 % Hard Offer -- Face-to-Face Contact -- .5 to 1 % Conversion to Sales --10 to 25 %

Recommendations for Direct Marketing

Focus on Problem & Product Issues Establish Trust, Credibility & Knowledge Provide Enough Information to Convince

Qualified Prospects to Take the Next Step Plan for a Series of Contacts Address Differences in Audiences Be Clear About Product Benefits & Features Address Buyer’s Personal and Business

Motives

Questions Advertisers use cost per thousand

(CPM) measure as a standard for first-cut comparisons across different media. CPM numbers might run $45 for a jazzy color ad in a trade magazine, $450 for a direct-mail program and $4500 for a telephone effort. Brief outline why mail and telephone costs are often justified, despite the apparent advantage of print media.

Vivaldi’s New Maestro Software Case

Choose a one sentence positioning statement for Vivaldi New Maestro. How would you alter the message for different buying influences?

Is advertising the best approach to get the message out?

How should Jill measure results of the campaign?