B2B 5 Communications)

8/7/2019 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

B2B 5 Communications)

Documents

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