b2b Communication

7/30/2019 b2b Communication

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Communicating with theB2B Markets


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Elements of the Promotional Mix

Personal Selling

Advertising

Sales Promotion

Public Relations


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Exhibit 13-1 A Model of the Communication Process


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Basic Terms

Marketing communications (Marcom)

Methods of communication other than personal selling

When public relations is performed at the corporate level,

what remains is called A & SP (nonpersonalcommunication).

Marketing communications

-Public relations

Advertising & Sales Promotion (A & SP)


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Feedback

Rapidly changing markets frequently require feedback

before sales results are available.

Direct response requests (surveys, warranty

registrations) can be important, but require an active

interest by customers to provide feedback.

Personal selling and relationship marketingare critical

to the feedback process they allow for immediate

and personal feedback.


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Message interpretation is subject to

Selective

Exposure

Refers to the

actual media

to which a

receiver may

be exposed.

Selective

Attention

Only useful

information is

seen or heard.

It is used to

prevent

information

overload.

Selective

Retention

Refers to thestorage

function the

portion of a

message

retained

that is recalled.


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What Promotion Can and CantDo

Promotion can

Encourage awareness

Inform about

availability Persuade trial

Build image

Encourage repurchase

Support selling efforts

Promotion cant Sell products that are

not needed

Substitute for a bad

product or poormarketing strategy.

Convince customers togo out of their waywhen a comparableproduct is available

Convince customers topay more thanperceived value


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There are three categories of sales promotion.

Sales

promotion

focused on

the sales

team

Sales

promotion

focused on

channel

intermediaries

Sales

promotionfocused on

customers


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The Role of Advertising

Integrated Communication Programs.

Enhancing Sales Effectiveness.

Increased Sales Efficiency.

Creating Awareness.

Interactive Marketing Communications.

Advertising Cannot

Substitute for effective personnelselling.

Advertising along cannot create

product preference.


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Advertising is only one

aspect of the entire

marketing strategy.

The advertising decision

process begins with theformulation of

advertising objectives.

Equally important is the

evaluation and selectionof the media.

The Decision Stages for

Developing the Business-to-

Business Advertising Program


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Determining Advertising Expenditures

Percent of Sales

Allocate some percent of sales to advertising.

Makes advertising a consequence rather than a

determinant of sales and profits.

Objective-Task Method

An attempt to relate advertising costs to the

objective it is to accomplish. Focuses on the communications effects of

advertising, not on the sales effects.


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B2B Advertising MessageDevelopment

Determine advertising objectives.

Evaluate the buying criteria of the

target audience.

Analyze the most appropriate language

for presenting the message.


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Developing the Message

Perception

Focus on Benefits

Understanding Buyer

Motivations


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The Power of

Internet Marketing Communications

1. Integrate the Internet into Media Plans.

2. Capture the Economies of the Internet.

3. Make Real-Time Changes.4. Create Unlimited Shelf Space for

Products.

5. Reach Customers on a Global Scale.6. Build One-to-One Relationships with

Customers.


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The Primary Areas for

Advertising Evaluation

1. A sound measurementprogram entails substantial

advanced planning.

2. The advertising strategist

must determine;

1. what is to be measured,2. how,

3. in what sequence.

3. A pre-evaluation phase is

required to establish a

benchmark.


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Trade Shows: Strategy Benefits

An effective selling message can be delivered to a

relatively large and interested audience at one time.

New products can be introduced to a mass audience.

Customers can get hands-on experience with theproduct in a one-on-one selling situation.

Potential customers can be identified, providing sales

personnel with qualified leads.

General goodwill can be enhanced. Free publicity is often generated for the company.


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Trade-Show Communications Strategy

1. What functions should the trade show perform in the

total marketing communications program?

2. To whom should the marketing effort at trade shows be

directed?

3. What is the appropriate show mix for the company?

4. What should the trade show investmentaudit policy

be? How should audits be carried out?


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Important Measures by Exhibit Surveys

Net Buying Influences

Measures the percentage of the show

audience that has decision authority forthe types of products being exhibited.

Total Buying Plan

Measures the percentage of the audienceplanning to buy the products being

exhibited with the next 12 months.


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Public Relations

PR defined: All efforts to obtain the attention and favorable

coverage of the firms business by third party

media and publics.

PR activities: These can include special events, press tours,

public appearances by company executives,

participation in media dialog, trade shows orguerilla marketing activities (attention-getting smallevents to get the company noticed and obtainword-of-mouth)


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Ex 13-3 Buying Decision Processes and

Methods of Nonpersonal Communications

Process Flow Stages NonpersonalCommunications Can

Problem definition

Solution definition

Product specification

Help identify

problems

Provide information

for defining solutions

Help customers

remember vendors

DEFINITION STAGE


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Solution provider

search

Acquire solution

provider(s)

Provide information

on vendors

Provide information

on products and

partners

SELECTION STAGE


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Customize as

needed

Install/test/train

Deliver service and

training information

DELIVER SOLUTION STAGE


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Operate solution

Reach end result

Evaluate outcomes

Determine next set

of needs

Provide reinforcement

Deliver service

information

Share performance

data for evaluation

END GAME STAGE


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Convergence

of the

Promotion MixPrint Promotions

Corporate

Advertising


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Types of B2B Print Promotions

Advertising in

Trade Journals

Directory Advertising

Consumer Media


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Corporate Advertising

Company reputation increases chances of

getting a first hearing at a new account. Community concessions and subsidies can

be enhanced.

All things being equal, larger and more well-

known companies will frequently get thebusiness over a smaller, lesser knowncompetitor

Why use corporate advertising?


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Types of Sales & Support Literature(also called collateral materials)

Catalogs,

Product Brochures,

and Data Sheets

Capabilities

Brochures

Technical

Bulletins,

Test Reports, and

Application

Histories


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Trade Shows

Determining whichtrade shows to attend?

Which shows areimportant tocustomers?

Which shows areimportant to industryanalysts?

Which shows have

the best audience forannouncements?

Which are likely to beattended by the targetaudience?

Trade show issues Who should attend?

Should your company

have an exhibit?

What will the exhibitbe?

How can we capitalize

on the trade show

after it is over?


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Internet and Web Communications in

Business-to-Business Marketing

The Web is used fortwo primary functions in B2B marketing:

Facilitating

Product Sales

andChannel Functions

Communicating

with Customers

and ChannelMembers


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B2B web sites can help buying

center members in several ways:

Recognize and

understand their

problems


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Recognize and

understand their

problems

Collect and compare

information about

alternative solutionsand costs


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Recognize and

understand their

problems

Collect and compare

information about


Collect and compare

information about

alternative suppliers,

partners, and delivery of

value


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Recognize and

understand their

problems

Provide access to training

manuals, user manuals,

and troubleshooting guides

for use during installation,

testing, and product use

Collect and compare

information about


Collect and compare

information about

alternative suppliers,

partners, and delivery of

value


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Attracting Visitors to a Web Site

Banner advertising

Click-through rates have declined significantly

Attract visitors through search engines Bid for the highest ranking, then pay for each

click-through

Design the web site to achieve higher rankings on

search engines Purchase key words on search engines your ad

is displayed when a search is for your key word.


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Other Types of E-

Applications

in B2BCommunications

Newsletters

Opt-In e-mail

Effective InternetCommunications

On-Line

Seminars

Newsletter

Advertising

b2b Communication

Documents

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