Transcript Roger’s Vision for the Next Three Years

4MD3 Business to Business
Marketing
Steve Howse, C. Dir
February 2, 2009
Steve’s Tip
• Have an elevator pitch
• 3 minutes on who you are
• Two ways:
o Historical growth
o Who I am and how I got here
• 10 minute version to overview your CV
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Segmentation
Targeting
Positioning
The 4 Ps
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INTRO TO PROMOTION
• three classes
o overall aspects of Promotion aka IMC
o Advertising
o Sales Promotion and Publicity
o Direct Marketing
o Personal Selling
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PREVIEW OF PROMOTION AND
ADVERTISING SECTIONS
• the elements of Promotion
• how IMC differs from Promotion
• BM/CM promotional differences
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intro to Advertising
advertising in trade publications & directories
and in broadcast media
making your business ads “sing”
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THE ELEMENTS OF PROMOTION
• advertising
• sales promotion
• publicity
• personal selling
• direct marketing
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MORE ON PROMOTION
• each element contains media
• each medium contains vehicles
• use all three in combination
• but that requires coordination
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INTEGRATED MARKETING
COMMUNICATION (IMC)
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Also known as MARCOM
gives the required coordination
by stating product position consistently
Marcom Manager is in charge
• high-level objectives of IMC
o predispose customer to action
o get customer to take action
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BM/CM DIFFERENCES –
PROMOTION IN GENERAL
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business promotion never creates a product position
the “theme” is more rational
promotion smaller percent of revenues
personal selling dominates promotion
“mass” elements of promotion are secondary
advertising is dominated by magazines
sales promotion by trade shows
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BM/CM DIFFERENCES –
MASS/NON-PERSONAL
PROMOTION
• primary goal is to support the sales force by…
o generating sales leads
o creating a suitable selling climate
o conveying simple information
• secondary goals
• "creative" more often done in-house
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ADVERTISING
• represents about 55% of the 25%
• creates awareness
• creates positive attitudes i.e. preference
• inspires action
• long ad-to-sales lag
• trade publications and directories dominate
• ad costs vary widely
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TRADE PUBLICATIONS
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vertical trade mags
horizontal trade mags
hybrid trade mags
use CARD in all cases
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most publish annual "buyers' guide“ issue
"controlled circulation" is common
ability to tailor message is limited
ability to get response is limited
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CHOOSING THE RIGHT TRADE
PUBLICATION
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identify candidates
request kit
count qualified readers
determine ad cost
calculate raw cpm
adjust using effectiveness data
make choice based on adjusted cpm
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TRADE DIRECTORIES
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they show manufacturers by product
used by designers & purchasing agents
Canadian examples
the listings are free
the ads are not
can’t change message quickly
good for research
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BROADCAST MEDIA
• more logical when business product widely used
• also good for reaching consumers
• i.e. for ”telescopic marketing”
• also for reaching employees and neighbors
• wastage high but raw CPM low
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MAKING YOUR BUSINESS ADS
“SING”
focus on conveying your positions
just one or two
use similar words every time
show your position in the "head"
and in the picture
and in the picture caption
and in the body copy
use sub-heads to break up body copy
use pictures of people
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