4MD3 Business to Business Marketing

Steve Howse, C. Dir

February 9, 2008

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• 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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PREVIEW OF SP, P & DM

• Sales promotiono Trade showso Other SP tools

• Publicity

• Direct marketingo Direct mailo Telemarketingo The WWW

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SALES PROMOTION

• about 40% of the 25%

• trade shows dominate the 40%• many other SP tools used as well

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TRADE SHOWS

• an annual industry event!• shows are big business

• various types…o shows, fairs and expos  o trade marts  o conventions and conferences

 • vertical shows (oil and gas)• horizontal shows  (Comdex)

 

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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)

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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  

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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

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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

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MANAGING YOUR TRADE SHOW EFFORT

• pre-show promotion is a must  • careful selection and training also key • post-show categorization of leads e.g.

o “A” leads to field sales forceo “B” leads to telemarketing forceo “C” leads to direct mail list

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NON-SELLING SHOW OBJECTIVES

• enter new markets• contact key industry “players”  quickly• establish other important contacts• gather info on competitors  • boost internal morale

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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)

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THE OTHER SP TOOLS (CONT’D)

o newsletters  o tailored seminars  o demonstration centres o customer training schools o handbookso 800 lines  o dealer support kits

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PUBLICITY

• the remaining 5% of the 25% 

• media carry publicity free • so why isn’t it 0%?• credibility high• control low• slow to act

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

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PUBLICITY TOOLS (CONT’D)

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