B2B Advertising and Sales Promotion

Document Sample
B2B Advertising and Sales Promotion Powered By Docstoc
					Chapter 13
Communicating with the Market
                   Prepared by John T. Drea, Western Illinois University
                                                                   1
Elements of the Promotional Mix

          Personal Selling

            Advertising

          Sales Promotion

          Public Relations



                                  2
Exhibit 13-1 A Model of the Communication Process




                                              3
                    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 (nonpersonal
    communication).


                Marketing communications
                           -Public relations
    Advertising & Sales Promotion (A & SP)

                                                                 4
                     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 marketing are critical
to the feedback process – they allow for immediate
and personal feedback.                                   5
  Message interpretation is subject to…

                 Selective         Selective
 Selective       Attention         Retention
 Exposure
                                  Refers to the
                  Only useful       “storage
Refers to the   information is   function” – the
actual media    seen or heard.     portion of a
 to which a      It is used to      message
receiver may         prevent         retained
be exposed.       information    that is recalled.
                   overload.

                                                6
  What Promotion Can and Can’t Do

• Promotion can…              • Promotion can’t
  – Encourage awareness         – Sell products that are
                                  not needed
  – Inform about
                                – Substitute for a bad
    availability
                                  product or poor
  – Persuade trial                marketing strategy.
  – Build image                 – Convince customers to
  – Encourage repurchase          go out of their way
                                  when a comparable
  – Support selling efforts       product is available
                                – Convince customers to
                                  pay more than
                                  perceived value
                                                     7
There are three categories of sales promotion.


    Sales                           Sales
  promotion                       promotion
 focused on                      focused on
  the sales                        channel
    team                       intermediaries
                   Sales
                 promotion
                focused on
                 customers

                                                 8
                Public Relations

• PR defined:
   – All efforts to obtain the attention and favorable
     coverage of the firm’s 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 or
     guerilla marketing activities (attention-getting small
     events to get the company noticed and obtain
     word-of-mouth)
                                                          9
    Ex 13-3 Buying Decision Processes and
   Methods of Nonpersonal Communications

             DEFINITION STAGE

                            Nonpersonal
Process Flow Stages
                         Communications Can…
•Problem definition      •Help identify
•Solution definition     problems
•Product specification   •Provide information
                         for defining solutions
                         •Help customers
                         remember vendors 10
    Ex 13-3 Buying Decision Processes and
   Methods of Nonpersonal Communications

             SELECTION STAGE

                          Nonpersonal
Process Flow Stages
                       Communications Can…
•Solution provider      •Provide information
search                  on vendors
•Acquire solution       •Provide information
provider(s)             on products and
                        partners
                                               11
    Ex 13-3 Buying Decision Processes and
   Methods of Nonpersonal Communications

        DELIVER SOLUTION STAGE

                          Nonpersonal
Process Flow Stages
                       Communications Can…
•Customize as           •Deliver service and
needed                  training information
•Install/test/train


                                               12
   Ex 13-3 Buying Decision Processes and
  Methods of Nonpersonal Communications

            END GAME STAGE

                          Nonpersonal
Process Flow Stages
                       Communications Can…
•Operate solution      •Provide reinforcement
•Reach end result      •Deliver service
•Evaluate outcomes     information
•Determine next set    •Share performance
of needs               data for evaluation
                                           13
                   Convergence
Print Promotions
                      of the       Corporate
                   Promotion Mix   Advertising




                                            14
Types of B2B Print Promotions

 Advertising in
Trade Journals


         Directory Advertising



                         Consumer Media

                                          15
          Corporate Advertising
      Why use 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 the
  business over a smaller, lesser known
  competitor

                                                  16
   Types of Sales & Support Literature
              (also called collateral materials)




                                               Technical
    Catalogs,                                   Bulletins,
                        Capabilities
Product Brochures,                          Test Reports, and
                        Brochures
 and Data Sheets                               Application
                                                Histories




                                                         17
                  Trade Shows
• Determining which           • Trade show issues
  trade shows to attend?         – Who should attend?
   – Which shows are
     important to                – Should your company
     customers?                    have an exhibit?
   – Which shows are             – What will the exhibit
     important to industry         be?
     analysts?                   – How can we capitalize
   – Which shows have              on the trade show
     the best audience for         after it is over?
     announcements?
   – Which are likely to be
     attended by the target
     audience?
                                                     18
     Internet and Web Communications in
        Business-to-Business Marketing

The Web is used for two primary functions in B2B marketing:



     Facilitating                   Communicating
   Product Sales                    with Customers
        and                          and Channel
  Channel Functions                    Members


                                                       19
    B2B web sites can help buying
   center members in several ways:


Recognize and
understand their
   problems




                                     20
    B2B web sites can help buying
   center members in several ways:

                     Collect and compare
Recognize and
                      information about
understand their
                     alternative solutions
   problems
                           and costs




                                             21
        B2B web sites can help buying
       center members in several ways:

                            Collect and compare
    Recognize and
                             information about
    understand their
                            alternative solutions
       problems
                                  and costs

 Collect and compare
   information about
  alternative suppliers,
partners, and delivery of
          value
                                                    22
         B2B web sites can help buying
        center members in several ways:

                               Collect and compare
    Recognize and
                                information about
    understand their
                               alternative solutions
       problems
                                     and costs

 Collect and compare         Provide access to training
   information about          manuals, user manuals,
  alternative suppliers,    and troubleshooting guides
partners, and delivery of    for use during installation,
          value               testing, and product use
                                                        23
   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.

                                                        24
                               Newsletter
Newsletters                    Advertising


              Other Types of E-
                Applications
On-Line            in B2B
Seminars      Communications           Opt-In e-mail


                Effective Internet
                Communications


                                                  25

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:341
posted:1/4/2011
language:English
pages:25
Description: B2B Advertising and Sales Promotion document sample