4MD3 Business to Business Marketing

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4MD3 Business to Business Marketing

• Steve Howse, C. Dir
• February 14, 2008

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Steves Tip

• You decide.

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SegmentationTargetingPositioningThe 4 Ps

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INTRO TO PROMOTION

• three classes
• overall aspects of Promotion aka IMC
• Advertising
• Sales Promotion and Publicity
• Direct Marketing
• Personal Selling

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PREVIEW OF PROMOTION AND ADVERTISING SECTIONS

• 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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THE ELEMENTS OF PROMOTION

• advertising
• sales promotion
• publicity
• personal selling
• direct marketing
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INTEGRATED MARKETING COMMUNICATION (IMC)

• Also known as MARCOM
• gives the required coordination
• by stating product position consistently
• Marcom Manager is in charge
• high-level objectives of IMC
• predispose customer to action
• get customer to take action

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BM/CM DIFFERENCES PROMOTION IN GENERAL

• business promotion never creates a product
  position  
• the theme is more rational
• promotion smaller percent of revenues
• personal selling dominates promotion
• mass elements of promotion are secondary
• advertising is dominated by magazines  
• sales promotion by trade shows

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BM/CM DIFFERENCES MASS/NON-PERSONAL PROMOTION

• primary goal is to support the sales force by
• generating sales leads  
• creating a suitable selling climate  
• conveying simple information
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• secondary goals
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• "creative" more often done in-house  

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ADVERTISING

• represents about 55 of the 25
• creates awareness
• creates positive attitudes i.e. preference
• inspires action
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• long ad-to-sales lag
• trade publications and directories dominate
• ad costs vary widely

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TRADE PUBLICATIONS

• vertical trade mags 
• horizontal trade mags
• hybrid trade mags
• use CARD in all cases
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• most publish annual "buyers' guide issue
• "controlled circulation" is common 
• ability to tailor message is limited
• ability to get response is limited

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CHOOSING THE RIGHT TRADE PUBLICATION

• identify candidates
• request kit
• count qualified readers
• determine ad cost
• calculate raw cpm  
• adjust using effectiveness data
• make choice based on adjusted cpm
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TRADE DIRECTORIES

• they show manufacturers by product
• used by designers purchasing agents
• Canadian examples  
• the listings are free  
• the ads are not
• cant change message quickly
• good for research  

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BROADCAST MEDIA

• more logical when business product widely used
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• also good for reaching consumers
• i.e. for telescopic marketing
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• also for reaching employees and neighbors
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• wastage high but raw CPM low

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MAKING YOUR BUSINESS ADS SING

• focus on conveying your positions
• just one or two
• use similar words every time  
• show your position in the "head"
• and in the picture  
• and in the picture caption  
• and in the body copy
• use sub-heads  to break up body copy
• use pictures of people