Communicating with the Market

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Chapter 13 Communicating with the Market
Prepared by John T. Drea, Western Illinois
University
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Elements of the Promotional Mix
Personal Selling
Advertising
Sales Promotion
Public Relations
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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)

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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.
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Message interpretation is subject to
Selective Exposure Refers to the actual media
to which a receiver may be exposed.
Selective Attention Only useful information is
seen or heard. It is used to prevent information
overload.
Selective Retention Refers to the storage
function the portion of a message
retained that is recalled.
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What Promotion Can and Cant Do

• Promotion can
• Encourage awareness
• Inform about availability
• Persuade trial
• Build image
• Encourage repurchase
• Support selling efforts

• Promotion cant
• Sell products that are not needed
• Substitute for a bad product or poor marketing
  strategy.
• Convince customers to go out of their way when a
  comparable product is available
• Convince customers to pay more than perceived
  value

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There are three categories of sales promotion.
Sales promotion focused on the sales team
Sales promotion focused on channel intermediaries
Sales promotion focused on customers
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Public Relations

• PR defined
• All efforts to obtain the attention and favorable
  coverage of the firms 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)

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Ex 13-3 Buying Decision Processes and Methods of
Nonpersonal Communications
END GAME STAGE
Process Flow Stages
Nonpersonal Communications Can
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Convergence of the Promotion Mix
Direct Mail
Sales and Support Literature
Print Promotions
Corporate Advertising
Channel Promotions
Promotional Merchandise
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Types of B2B Print Promotions
Advertising in Trade Journals
Directory Advertising
Consumer Media
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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

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Types of Sales Support Literature(also called
collateral materials)
Catalogs, Product Brochures, and Data Sheets
Capabilities Brochures
Technical Bulletins, Test Reports,
and Application Histories
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Trade Shows

• Determining which trade shows to attend?
• Which shows are important to customers?
• Which shows are important to industry analysts?
• Which shows have the best audience for
  announcements?
• Which are likely to be attended by the target
  audience?

• Trade show issues
• Who should attend?
• Should your company have an exhibit?
• What will the exhibit be?
• How can we capitalize on the trade show after it
  is over?

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Internet and Web Communications in
Business-to-Business Marketing
The Web is used for two primary functions in B2B
marketing
Facilitating Product Sales and Channel Functions
Communicating with Customers and Channel Members
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B2B web sites can help buying center members in
several ways
Recognize and understand their problems
Collect and compare information about alternative
solutions and costs
Provide access to training manuals, user
manuals, and troubleshooting guides for use
during installation, testing, and product use
Collect and compare information about
alternative suppliers, partners, and delivery of
value