Advertising, Trade Shows and PR

8/9/2019 Advertising, Trade Shows and PR

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Advertising, Trade Shows and

PR


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Advertising to Business

Why Advertising?-

1. Advertising creates awareness

2. Advertising strengthens attitudes3. Advertising leads to action


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Advertising Strategy

It consist of the creative plan and the

media plan

Determining advertising objectives Determining the creative plan


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Examples of advertising objectives

Positioning objectives

Develop the brand

Create favorable climate for personal sales calls

Support other communication channel

Stimulate derived demand

Project a financially healthy image

Support distributors or other resellers Create favorable image among difficult to reach

influencer


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Action Objectives

Generate leads for field or telemarketing

salespeople Increase attendance at a trade show

Increase distribution of catalogs

Secure investment in company throughsale of stock or other methods

Generate sales


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Avoiding common B2B mistakes

Too much information-highlight one important benefit from thecustomers perspective

Failed to address audience needs concerns, question or problems-focus on problem being solved

Too much corporate- avoid over sensationalizing companies

capabilities Lack human interest, emotion or passion- what are the people

benefits, not just the business benefits?tell a story.

Too safe-no creative risk- get out of the office and into the mind ofthe buyer

Lack visual interest-place products and benefits in unusual or

unrelated context Lack of continuity across campaigns or even within a campaign-

create a positioning a branding strategy and use that to drivecreative strategy


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Media selection

Magazines-trade publications, magazine

written for particular trade, profession or

industry Magazines are distributed free to qualified

readers

Audience quality is an important variable

Cost per Thousand (CPM)


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Broadcast Media1. TV and Radio are the form of broadcast media

2. Many of the audience may not be the part of desired

market

3. Use to build companies image

4. Radio can also deliver the frequency and reach of TV

and at much more affordable rate

5. The medium also allows a high degree of creativity


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Electronic media

It includes internet and worldwide web

Effectiveness is measured in hits" the

number of times someone looked at thepage)

It can be interactive

It is responsive- it results in two-waycommunication


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Directories

Industrial buyers sometimes use

directories to locate potential suppliers Many trade publication include annual

directories


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Advertising measures

Recall- through survey-if the ad is remembered it is effective

Inquiries-did the ad cause readers to take action? Were the people

who responded really interested in buying the product.

Position- attitude towards a product through survey-did the ad

change the market attitudes the attitude now what we want it to be

Reach- using circulation or readership audit, the number of reader

among target market is calculated-it is used to assess media

choices, rather than the effectiveness of a particular advertising

CPM (Cost per thousand)- how does the reach of this magazine

compared to reach of similar magazine, relative to how much eachcharges, again used to assess media choice.


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Public Relations

It is the management function that focuses

on the relationship and communications

with individuals and groups in order to

create mutual goodwill.

It is more than crisis management

Effective marketing communicators seek

to have strong, positive relationship before

and in spite of any crisis


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Checklist for writing a news release

Identify yourself

Provide a release date

Use wide margins-double spaced for print media andtriple space for broadcast media

Keep it short Proof the copy

Dont call to see whether the editor received your release

Dont ask for tear sheets

Dont promise you will advertise if the item is published

If an article run, send a thank you to the editor


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Public affairs

Lobbying

Community involvement


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Trade Show Marketing

It ranks second only to advertising in terms

of marcom budget

Buyers depends more on trade shows Relationship with trade press can also

developed at shows


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Setting trade show goals

Seeing current customers, creating new

customers

Strengthening relationship with press Setting goals depend upon overall

marketing strategy

Show selection


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Show selection

Net Buying influence: it is the percentage

of the show audience that has influence in

the buying process

Total buying plan: it is the percentage bof

audience planning to buy exhibited

product within the next 12 month

Amount of press that participate


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Types of show

Association-sponsored versus for-profit

Regional versus national or global

Vertical versus horizontal- a vertical showsare one that focuses on industry or

profession and an horizontal show

includes many industry


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Trade show

Gifts and merchandising

Manufacturing and engineering

Computer and electronics

Jewelry and apparel Sports and recreation

Hospitality and service

Food and beverages

Medical and related fiels

Print

Broadcast and communication

Automotive and trucking


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Show marketing strategy

Preshow management

Show management-the show experience-

1.The attention getter2.The message

3.The close

Post show follow-up-

1.Lead follow-up

2. communication


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Measurement of tradeshow

performance

Traffic count

Direct mail redemption

Attraction efficiency Total press coverage

Anecdotes

recall


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Specialty advertising

Specialty advertising is use of products toadvertise another product or company- forexample putting companies names on pen

and pencil It is called premium, freebies and

giveaways

Split premium are becoming popularwhere half of the freebie is mailed theother half is given at the booth

Advertising, Trade Shows and PR

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