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    b2b Communication

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    IUANAB
    This document discusses various communication methods for B2B markets, including personal selling, advertising, sales promotion, public relations, and feedback. It covers topics like the communication process, marketing communications, message interpretation, what promotion can and cannot do, sales promotion categories, the role of advertising, developing advertising programs and messages, and the power of internet marketing communications. Key communication methods covered are print promotions, corporate advertising, trade shows, public relations, and using the internet and websites for B2B communications.

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    b2b Communication

    Uploaded by

    IUANAB
    48 views40 pages
    This document discusses various communication methods for B2B markets, including personal selling, advertising, sales promotion, public relations, and feedback. It covers topics like the communication process, marketing communications, message interpretation, what promotion can and cannot do, sales promotion categories, the role of advertising, developing advertising programs and messages, and the power of internet marketing communications. Key communication methods covered are print promotions, corporate advertising, trade shows, public relations, and using the internet and websites for B2B communications.

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    This document discusses various communication methods for B2B markets, including personal selling, advertising, sales promotion, public relations, and feedback. It covers topics like the communication process, marketing communications, message interpretation, what promotion can and cannot do, sales promotion categories, the role of advertising, developing advertising programs and messages, and the power of internet marketing communications. Key communication methods covered are print promotions, corporate advertising, trade shows, public relations, and using the internet and websites for B2B communications.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    48 views40 pages

    b2b Communication

    Uploaded by

    IUANAB
    This document discusses various communication methods for B2B markets, including personal selling, advertising, sales promotion, public relations, and feedback. It covers topics like the communication process, marketing communications, message interpretation, what promotion can and cannot do, sales promotion categories, the role of advertising, developing advertising programs and messages, and the power of internet marketing communications. Key communication methods covered are print promotions, corporate advertising, trade shows, public relations, and using the internet and websites for B2B communications.

    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    of 40

    Communicating with the

    B2B Markets

    Elements of the Promotional Mix


    Personal Selling
    Advertising

    Sales Promotion
    Public Relations

    Exhibit 13-1 A Model of the Communication Process

    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)
    4

    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.
    5

    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.

    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
    7

    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
    8

    The Role of Advertising


    Integrated Communication Programs.
    Enhancing Sales Effectiveness.
    Increased Sales Efficiency.
    Creating Awareness.
    Interactive Marketing Communications.
    Advertising Cannot
    Substitute for effective personnel
    selling.
    Advertising along cannot create
    product preference.

    The Decision Stages for


    Developing the Business-toBusiness Advertising Program
    Advertising is only one
    aspect of the entire
    marketing strategy.
    The advertising decision
    process begins with the
    formulation of
    advertising objectives.
    Equally important is the
    evaluation and selection
    of the media.

    10

    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.
    11

    B2B Advertising Message


    Development
    Determine advertising objectives.
    Evaluate the buying criteria of the
    target audience.
    Analyze the most appropriate language
    for presenting the message.

    12

    Developing the Message


    Perception
    Focus on Benefits
    Understanding Buyer
    Motivations

    13

    The Power of
    Internet Marketing Communications
    1.
    2.
    3.
    4.

    Integrate the Internet into Media Plans.


    Capture the Economies of the Internet.
    Make Real-Time Changes.
    Create Unlimited Shelf Space for
    Products.
    5. Reach Customers on a Global Scale.
    6. Build One-to-One Relationships with
    Customers.
    14

    The Primary Areas for


    Advertising Evaluation
    1.

    2.

    A sound measurement
    program entails substantial
    advanced planning.
    The advertising strategist
    must determine;
    1.
    2.
    3.

    3.

    what is to be measured,
    how,
    in what sequence.

    A pre-evaluation phase is
    required to establish a
    benchmark.

    15

    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 the
    product 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.

    16

    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?

    17

    Important Measures by Exhibit Surveys


    Net Buying Influences
    Measures the percentage of the show
    audience that has decision authority for
    the types of products being exhibited.
    Total Buying Plan
    Measures the percentage of the audience
    planning to buy the products being
    exhibited with the next 12 months.
    18

    19

    20

    21

    22

    23

    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)
    24

    Ex 13-3 Buying Decision Processes and


    Methods of Nonpersonal Communications
    DEFINITION STAGE
    Process Flow Stages
    Problem definition
    Solution definition
    Product specification

    Nonpersonal
    Communications Can
    Help identify
    problems
    Provide information
    for defining solutions
    Help customers
    remember vendors 25

    Ex 13-3 Buying Decision Processes and


    Methods of Nonpersonal Communications
    SELECTION STAGE
    Process Flow Stages
    Solution provider
    search
    Acquire solution
    provider(s)

    Nonpersonal
    Communications Can
    Provide information
    on vendors
    Provide information
    on products and
    partners
    26

    Ex 13-3 Buying Decision Processes and


    Methods of Nonpersonal Communications
    DELIVER SOLUTION STAGE

    Process Flow Stages


    Customize as
    needed
    Install/test/train

    Nonpersonal
    Communications Can
    Deliver service and
    training information

    27

    Ex 13-3 Buying Decision Processes and


    Methods of Nonpersonal Communications
    END GAME STAGE
    Process Flow Stages

    Nonpersonal
    Communications Can

    Operate solution
    Reach end result
    Evaluate outcomes
    Determine next set
    of needs

    Provide reinforcement
    Deliver service
    information
    Share performance
    data for evaluation
    28

    Print Promotions

    Convergence
    of the
    Promotion Mix

    Corporate
    Advertising

    29

    Types of B2B Print Promotions


    Advertising in
    Trade Journals

    Directory Advertising

    Consumer Media
    30

    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 wellknown companies will frequently get the
    business over a smaller, lesser known
    competitor
    31

    Types of Sales & Support Literature


    (also called collateral materials)

    Catalogs,
    Product Brochures,
    and Data Sheets

    Capabilities
    Brochures

    Technical
    Bulletins,
    Test Reports, and
    Application
    Histories

    32

    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?

    33

    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

    34

    B2B web sites can help buying


    center members in several ways:

    Recognize and
    understand their
    problems

    35

    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

    36

    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

    Collect and compare


    information about
    alternative suppliers,
    partners, and delivery of
    value
    37

    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

    Collect and compare


    information about
    alternative suppliers,
    partners, and delivery of
    value

    Provide access to training


    manuals, user manuals,
    and troubleshooting guides
    for use during installation,
    testing, and product use
    38

    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.
    39

    Newsletters

    On-Line
    Seminars

    Newsletter
    Advertising

    Other Types of EApplications


    in B2B
    Communications

    Opt-In e-mail

    Effective Internet
    Communications

    40

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