Session 7: Internet, Packaging and Trade Shows

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Session 7 Internet, Packaging and Trade Shows

• GBA 633

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Internet ________________

• Sending messages
• Transferring files
• Monitoring news opinions
• Searching browsing
• Posting, hosting presenting information
• Advertising

• Public relations
• Sponsorship
• Sales promotion coupons, contests
• Direct sales
• Virtual exhibitions
• Marketing research
• Intranets and extranets

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_____________________Offered by Marketing
Agencies

• Building databases
• Designing e-mail campaigns
• Creating fun and innovative games
• Creating incentive programs
• Translating documents, catalogs, etc., for the
  Internet
• Adding Web site graphics

Source Ellisor, Business-to-Business Offer WWW
Opportunities, Houston Business Journal,
(September 17, 1999), Vol. 30, No. 7, p. 18B.
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_______________ of the Internet

• Advertising
• Sales support
• Customer service
• Public relations
• E-commerce (Retail store)

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__________________________

• Re-buy situations
• Brand name
• Requires Incentives
• _______________
• _______________
• _______________
• Online exchanges and auctions
• Store or warehouse locator

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___________________________

• Worldwide sales
• Watch for
• Websites in different languages
• Call Centers

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What drives People to a New Site?

• Internet content search (38)
• Word-of-mouth (30)
• Internet banner (20)
• Television ad (7)
• Print ad (5)

Source Don Jeffrey, Survey Details Consumer
Shopping Trends on the Net, Billboard, (May 29,
1999), Vol. 111, No. 22, p. 47.
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Internet_________________

• Saves money
• Stretches marketing budget
• Saves time
• Second way to buy
• Low pressure
• Rich information
• Interactive

• Real time communication
• Instant global reach
• Low barriers to entry
• Equal access
• Continuously available

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E-Commerce Components

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E-Commerce Incentives

• __________________.
• Secured sites
• Experience
• __________________.
• Financial incentive
• Cyberbait
• Convenience-based incentive
• Value-added incentive

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Why Dot.Com Print Ads Fail to Grab and Holder
Attention
Research Study by Roper Starch Worldwide
(November 13, 2000 Http//www.roper.com/news/cont
ent/news221.htm.

• Lack visual power.
• Ambiguous illustrations that require too much
  time and effort to understand.
• Often is not legible.
• Contains no optimum flow.
• Tends to ignore the readers question, whats in
  it for me?

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B-to-B Techniques to Boost Web Site Awareness

• Putting the Web address on printed materials and
  promotional items. (91)
• Advertising in trade journals. (74)
• Registering the Web site with search engines for
  key words. (72)
• Buying banners on other sites. (25)

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The Internet and the IMC

• ________________________
• Support brand image
• Cyberbranding
• Brand spiraling
• Halo brand effect
• ___________________________
• Easier to communicate
• One-on-one communication

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The Internet and the IMC (cont.)

• ________________________
• Provide information.
• Qualify prospects.
• Provides history.
• _________________________
• Reduce cost
• FAQs
• E-mail questions
• Access buyers database for product and service
  information.
• ________________________

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________________________

• Ideal medium
• Interactive marketing
• Web content
• Promotions
• E-mail
• More access
• Viral marketing

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Clues to Poor Design

• Clueless banners
• Slow loading front page
• Numerous screens
• Too many words
• Too technical
• Hard to navigate
• Out of date
• Nosey
• Hard to change

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Tips to Creating Winning Web Sites

• Decide strategic purpose.
• Easy access and quick loading.
• Written content should be precise.
• Content is key.
• Graphics should support content.
• Make an offer to encourage a response.

• Ask for site evaluation.
• Provide easy to use navigation links on every
  page.
• Use gimmicks to gain attention at the beginning.
• Change web site on a regular basis.
• Measure results continually.

Source Based on Ray Jutkins, 13 Ideas That
Could Lead to Successful Web Marketing,
Advertising Ages Business Marketing, (June
1999), Vol. 84, No. 6, p. 27.
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Packaging Functions

• Communications tool
• Aesthetically pleasing
• Visual impact
• Living expression of brand
• Emotional link
• Add consumer value to product
• Protect product
• Tamper evidence
• Convenience reuse
• Add value for retailers
• Hinder shoplifting
• Brand identity

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_________________

• Money-off pack
• Bonus Size
• Coupon on packaging
• On-pack premium
• In-pack premium
• Premium packaging
• Self-liquidator

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________________ features

• Color
• Typography
• Logo
• Type/material
• Shape/structure
• Label or mark
• Size

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Packaging Considerations

• ______________
• Tamper-evidence
• ______________
• Promotional role
• ______________
• Environmentally responsible
• Marketing strategy

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____________ Facts

• Of US firms that do shows, 22 of marketing
  budget is spent on them
• 9000 trade shows held annually in US
• Cost of a qualified prospect at a trade show is
  132 (compared to 251 in the field)
• BUT, jurys out on whether shows are cost
  effective

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Top 10 Reasons for Exhibiting

• Get competitor intelligence
• Interact with distributors
• Keep up with competitors
• Get edge on non-exhibitors
• Meet new distributors

• Meet new customer
• Enhance company image
• Promote existing products
• Interact with customers
• Launch new products

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Selecting the Proper Shows

• Appropriate for your products?
• Visitor profile?
• ____________?
• Availability of GOOD locations?
• ____________?
• Other exhibitors?
• Prestige level?