Transcript solution marketing

Chapter 13
Communicating with the Market
Prepared by John T. Drea, Western Illinois University
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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 (nonpersonal communication).
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 marketing are 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 the
“storage
function” – the
portion of a
message
retained
that is recalled.
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What Promotion Can and Can’t Do
• Promotion can…
– Encourage awareness
– Inform about
availability
– Persuade trial
– Build image
– Encourage repurchase
– Support selling efforts
• Promotion can’t
– 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
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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
promotion
focused on
customers
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Public Relations
• PR defined:
– All efforts to obtain the attention and favorable
coverage of the firm’s 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)
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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 10
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
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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
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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
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Print Promotions
Convergence
of the
Promotion Mix
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
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
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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 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?
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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
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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 solutions
and 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 solutions
and 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
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
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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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Newsletters
On-Line
Seminars
Newsletter
Advertising
Other Types of EApplications
in B2B
Communications
Opt-In e-mail
Effective Internet
Communications
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