BUSINESS TO BUSINESS MARKETING COMMUNICATIONS

CHAPTER 13

1Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5

Published by Routledge 2013

B2B vs. B2C Marketing Communications

2Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Conduit Model of Communications

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Fig. 13.1 Conduit model of communications

Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Pool of Meaning

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Fig. 13.2 Pool of shared meaning

Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Icon.• Index.• Symbol.• Semiotics: the study of signs.• Syntax: the structure of

communication.• Semantics: the relationship of

signs to reality.• Meaning: the result of

processing signs.

Signs and Meaning

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Fig. 13.3 Agricultural icons

Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Numbers.

• Space.

• Artefacts.

• Kinetics.

Silent Communication

6Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Cognition – what is known.

• Affect – what is felt.

• Conation – what is intended.

Attitude

7Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Add a new salient belief.

• Change the strength of a salient belief.

• Change the evaluation of a salient belief.

Changing Attitudes

8Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Stimulus rejection.

• Attitude splitting.

• Accommodating the new attitude.

Mental Readjustment

9Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Central route appeals to cognition.

• Peripheral route appeals to affect.

Central and Peripheral Routes

10Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Ignore the dissonant information.• Distort the dissonant information.• Play down the importance of the issue.• Change the behaviour or the situation.

Buyer Tactics: Reducing Cognitive Dissonance

11Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Marketing Channels

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Fig. 13.4 Developing the marketing communications program

Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Global B2B Communications Mix

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Fig. 13.5 Determining the global B2B marketing communications mix

Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Create a favourable climate for personal selling.

• Reach inaccessible buying influences.

• Reach unknown buying influences.

• Generate leads for salespeople.• Supplement field sales

communications.• Inform channel intermediaries.• Stimulate derived demand.• Project a favourable corporate

image.• Provide an economical

promotional mix.

Role of Advertising in B2B

14Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Opens a dialogue between buyer and seller.• Is tailored to the recipient.• Is easily monitored and controlled (especially

using computers).• Must be carefully-targeted.

Direct Response Advertising

Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

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• Tracking responses.• Recording speed of fulfilment of the sale.• Tracking responses in different sectors.• Comparing conversion rates to response rates.• Assessing the effectiveness of media in

reaching the target audiences.• Comparing response levels in different media.• Recording customer data captured in the

course of the campaign.

Databases’ Monitoring Effectiveness

16Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Choosing a Trade Journal

17Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Impact of Technology

18Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Hierarchical databases.

• Network databases.

• Relational databases.

Types of Databases

19Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• How will the database support business

objectives?

• What is expected from the system?

• What are the main requirements?

• What applications will it be used for?

Database Design: Common Questions

20Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Database will not affect the capacity of the firm’s internal systems.

• No need to recruit/train extra staff.• The database will be managed by specialists.• Outsourcing may be more cost-effective.

Advantages of Outsourcing Database Management

21Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Common Errors in Databases

22Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Identify and examine key elements of the name and address.

• Form access keys.• Develop a scoring system for potential duplicates.• Identify the acceptable level of duplication.• Prioritize duplicates.• Change the records.

Six Stages of De-Duping

23Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Same product, same communication.• Same product, different communication.• Different products, same communication.• Different products, different communication.

Standardization vs. Adaptation

24Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Translating Advertising Copy

25Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Greater consistency increases impact.

• Communications reinforce each other.

• People respond differently to different media.

• Economies of scale.• Members of the organization

become clearer about organizational aims.

Integrate Marketing Communications

26Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Difficulties with delivering the corporate message.

• Employees might not deliver the corporate message.

• Globally, firms will need to adapt the message for different cultures.

• Communication is not a magic bullet.

Difficulties with Integration

27Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

• Clear objectives from the outset.• Informative site.• Simple graphics.• The impact of communication should not depend

entirely on graphics.• The site should be set up to gather information

from visitors.• Encourage interactivity through sales promotions,

offers, competitions.• Fast hyperlinks.

Establishing a Successful Website

28Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013

Summary

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• Business buyers actively seek information.• Communication is a cooperative process.• Sought communications are those that buyers

look for; unsought communications are those that sellers send out.

• Attitude consists of cognition, conation and affect. • Attitude change begins by changing one of these.• Cognitive dissonance causes breakdowns in

communication.• Business buyers rarely buy as a result of

advertising alone.• Direct mail must be carefully targeted.• The main trade-off in international communication

is whether to standardize or customize.

Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5Published by Routledge 2013