4MD3 Business to Business Marketing

1
4MD3 Business to Business Marketing

• Steve Howse, C. Dir
• February 28, 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
• horizontal shows  
•  

6
THE UPSIDE OF TRADE SHOWS FOR MARKETERS

• great for "off-site selling
• post-show selling costs are reduced
• many attendees are qualified
• several attendees per customer firm
• customers can talk to other customers
• customer pays own way (contd)

7
THE UPSIDE OF TRADE SHOWS FOR MARKETERS (CONTD)

• 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

• free listings  
• catalogues/data sheets
• sales presentation aids  
• installation lists
• showcase installations
• specialty advertising 
• business gifts 
• contests, sweepstakes and games
• (contd)

13
THE OTHER SP TOOLS (CONTD)

• 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 isnt 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 (contd)

16
PUBLICITY TOOLS (CONTD)

• sponsorships - teams or events 
• plant tours 
• speakers' bureaux 
• charitable donations
• political donations