B2B DELL COM PLAN

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


There are three different types of communication objectives:

Awareness objective

Image objective

Behaviour objective


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, …


For medium accounts:


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, …


For small accounts:


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



Shareholders, stakeholders, decision makers, influencers, business users and competitors whose potential is between 100K and 1M euros


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 …


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.





Dell’s P are better preforming and they are easier to manage.


For small accounts:



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


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…)


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


For medium accounts: SHARED COSTS:



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


For small accounts: SHARED COSTS:



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

Thank you for your attentionP.S.

We hope you liked it…

B2B DELL COM PLAN

Documents

Transcript of B2B DELL COM PLAN