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Communicating with theB2B Markets
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Elements of the Promotional Mix
Personal Selling
Advertising
Sales Promotion
Public Relations
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Exhibit 13-1 A Model of the Communication Process
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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 (nonpersonalcommunication).
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 marketingare 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 thestorage
function the
portion of a
message
retained
that is recalled.
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What Promotion Can and CantDo
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 poormarketing strategy.
Convince customers togo out of their waywhen a comparableproduct is available
Convince customers topay more thanperceived 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
promotionfocused on
customers
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The Role of Advertising
Integrated Communication Programs.
Enhancing Sales Effectiveness.
Increased Sales Efficiency.
Creating Awareness.
Interactive Marketing Communications.
Advertising Cannot
Substitute for effective personnelselling.
Advertising along cannot create
product preference.
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Advertising is only one
aspect of the entire
marketing strategy.
The advertising decision
process begins with theformulation of
advertising objectives.
Equally important is the
evaluation and selectionof the media.
The Decision Stages for
Developing the Business-to-
Business Advertising Program
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Determining Advertising Expenditures
Percent of Sales
Allocate some percent of sales to advertising.
Makes advertising a consequence rather than a
determinant of sales and profits.
Objective-Task Method
An attempt to relate advertising costs to the
objective it is to accomplish. Focuses on the communications effects of
advertising, not on the sales effects.
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B2B Advertising MessageDevelopment
Determine advertising objectives.
Evaluate the buying criteria of the
target audience.
Analyze the most appropriate language
for presenting the message.
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Developing the Message
Perception
Focus on Benefits
Understanding Buyer
Motivations
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The Power of
Internet Marketing Communications
1. Integrate the Internet into Media Plans.
2. Capture the Economies of the Internet.
3. Make Real-Time Changes.4. Create Unlimited Shelf Space for
Products.
5. Reach Customers on a Global Scale.6. Build One-to-One Relationships with
Customers.
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The Primary Areas for
Advertising Evaluation
1. A sound measurementprogram entails substantial
advanced planning.
2. The advertising strategist
must determine;
1. what is to be measured,2. how,
3. in what sequence.
3. A pre-evaluation phase is
required to establish a
benchmark.
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Trade Shows: Strategy Benefits
An effective selling message can be delivered to a
relatively large and interested audience at one time.
New products can be introduced to a mass audience.
Customers can get hands-on experience with theproduct in a one-on-one selling situation.
Potential customers can be identified, providing sales
personnel with qualified leads.
General goodwill can be enhanced. Free publicity is often generated for the company.
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Trade-Show Communications Strategy
1. What functions should the trade show perform in the
total marketing communications program?
2. To whom should the marketing effort at trade shows be
directed?
3. What is the appropriate show mix for the company?
4. What should the trade show investmentaudit policy
be? How should audits be carried out?
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Important Measures by Exhibit Surveys
Net Buying Influences
Measures the percentage of the show
audience that has decision authority forthe types of products being exhibited.
Total Buying Plan
Measures the percentage of the audienceplanning to buy the products being
exhibited with the next 12 months.
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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 orguerilla marketing activities (attention-getting smallevents to get the company noticed and obtainword-of-mouth)
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Ex 13-3 Buying Decision Processes and
Methods of Nonpersonal Communications
Process Flow Stages NonpersonalCommunications Can
Problem definition
Solution definition
Product specification
Help identify
problems
Provide information
for defining solutions
Help customers
remember vendors
DEFINITION STAGE
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Ex 13-3 Buying Decision Processes and
Methods of Nonpersonal Communications
Process Flow Stages NonpersonalCommunications Can
Solution provider
search
Acquire solution
provider(s)
Provide information
on vendors
Provide information
on products and
partners
SELECTION STAGE
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Ex 13-3 Buying Decision Processes and
Methods of Nonpersonal Communications
Process Flow Stages NonpersonalCommunications Can
Customize as
needed
Install/test/train
Deliver service and
training information
DELIVER SOLUTION STAGE
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Ex 13-3 Buying Decision Processes and
Methods of Nonpersonal Communications
Process Flow Stages NonpersonalCommunications Can
Operate solution
Reach end result
Evaluate outcomes
Determine next set
of needs
Provide reinforcement
Deliver service
information
Share performance
data for evaluation
END GAME STAGE
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Convergence
of the
Promotion MixPrint Promotions
Corporate
Advertising
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Types of B2B Print Promotions
Advertising in
Trade Journals
Directory Advertising
Consumer Media
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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 thebusiness over a smaller, lesser knowncompetitor
Why use corporate advertising?
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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 whichtrade shows to attend?
Which shows areimportant tocustomers?
Which shows areimportant to industryanalysts?
Which shows have
the best audience forannouncements?
Which are likely to beattended by the targetaudience?
Trade show issues Who should attend?
Should your company
have an exhibit?
What will the exhibitbe?
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 fortwo primary functions in B2B marketing:
Facilitating
Product Sales
andChannel Functions
Communicating
with Customers
and ChannelMembers
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B2B web sites can help buying
center members in several ways:
Recognize and
understand their
problems
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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 solutionsand costs
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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 solutionsand costs
Collect and compare
information about
alternative suppliers,
partners, and delivery of
value
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B2B web sites can help buying
center members in several ways:
Recognize and
understand their
problems
Provide access to training
manuals, user manuals,
and troubleshooting guides
for use during installation,
testing, and product use
Collect and compare
information about
alternative solutionsand costs
Collect and compare
information about
alternative suppliers,
partners, and delivery of
value
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Attracting Visitors to a Web Site
Banner advertising
Click-through rates have declined significantly
Attract visitors through search engines Bid for the highest ranking, then pay for each
click-through
Design the web site to achieve higher rankings on
search engines Purchase key words on search engines your ad
is displayed when a search is for your key word.
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Other Types of E-
Applications
in B2BCommunications
Newsletters
Opt-In e-mail
Effective InternetCommunications
On-Line
Seminars
Newsletter
Advertising