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4MD3 Business to Business Marketing

4MD3 Business to Business Marketing. Steve Howse, C. Dir February 9, 2008. the elements of Promotion how IMC differs from Promotion BM/CM promotional differences intro to Advertising advertising in trade publications & directories and in broadcast media making your business ads “sing”.

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4MD3 Business to Business Marketing

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  1. 4MD3 Business to Business Marketing Steve Howse, C. Dir February 9, 2008

  2. the elements of Promotion • how IMC differs from Promotion • BM/CM promotional differences • intro to Advertising • advertising in trade publications & directories • and in broadcast media • making your business ads “sing”

  3. PREVIEW OF SP, P & DM • Sales promotion • Trade shows • Other SP tools • Publicity • Direct marketing • Direct mail • Telemarketing • The WWW

  4. SALES PROMOTION • about 40% of the 25% • trade shows dominate the 40% • many other SP tools used as well

  5. TRADE SHOWS • an annual industry event! • shows are big business • various types… • shows, fairs and expos   • trade marts   • conventions and conferences • vertical shows (oil and gas) • horizontal shows  (Comdex)

  6. THE UPSIDE OF TRADE SHOWS FOR MARKETERS • great for "off-site selling“ • post-show selling costs are reduced (4 to 1.3) • many attendees are qualified • several attendees per customer firm • customers can talk to other customers • customer pays own way (cont’d)

  7. THE UPSIDE OF TRADE SHOWS FOR MARKETERS (CONT’D) • attendees are pre-disposed to hearing your sales message • there are fewer distractions  for customers • customer can view and try the product   • other visuals also possible  

  8. THE DOWNSIDE OF TRADE SHOWS FOR MARKETERS • random customer arrival • competitors present • perceived compulsion to exhibit • declining popularity of trade shows • about $50-150 per qualified contact

  9. SHOWS MAKE PARTICULAR SENSE WHEN… • your product is complex   • your product is demonstrable • your product is early in its life cycle   • conventional selling too expensive

  10. MANAGING YOUR TRADE SHOW EFFORT • pre-show promotion is a must   • careful selection and training also key  • post-show categorization of leads e.g. • “A” leads to field sales force • “B” leads to telemarketing force • “C” leads to direct mail list

  11. NON-SELLING SHOW OBJECTIVES • enter new markets • contact key industry “players”  quickly • establish other important contacts • gather info on competitors   • boost internal morale

  12. THE OTHER SP TOOLS • WEB TRADE SHOWS • free listings   • catalogues/data sheets • sales presentation aids   • installation lists • “showcase installations” • specialty advertising  • business gifts  • contests, sweepstakes and games (cont’d)

  13. THE OTHER SP TOOLS (CONT’D) • newsletters   • tailored seminars   • demonstration centres  • customer training schools  • handbooks • 800 lines   • dealer support kits

  14. PUBLICITY • the remaining 5% of the 25%  • media carry publicity free • so why isn’t it 0%? • credibility high • control low • slow to act

  15. PUBLICITY TOOLS • press releases and articles • press conferences   • staged events   • press kits  • technical presentations  • memberships (cont’d)

  16. PUBLICITY TOOLS (CONT’D) • sponsorships - teams or events  • plant tours  • speakers' bureaux  • charitable donations • political donations

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