Transcript Integrated Markting Communications

Business Marketing
Integrated Marketing
Communications & CRM
Dr. Dawne Martin
November 8, 2011
Learning Objectives
• To understand how integrated marketing
communications is used in the business-tobusiness context
• To identify the difference between businessto-business communications and consumer
communication
• To understand how the role and goals of
business-to-business communication varies
Customer Relationship
Management (CRM)
• “…process that addresses all aspects of
identifying customers, creating customer
knowledge, building customer relationships
and shaping their perceptions of the
organization and its products” (p.304)
– Determining how to deliver value
– Determining how customer’s wish to interact
– Setting appropriate expectations
Integrated Marketing
Communications
• Strategic, two-way communications targeted at
specific customers (and their information needs)
and their needs, all coordinated through a variety
of media
• Roles of Business-to-Business Marketing
Communication
–
–
–
–
Create and Strengthen Image
Create Favorable Climate for Sales People
Generate Sales Leads
Close Sales
IMC Planning Process
• Set communications goals-- strategic &
tactical
– Determine audience
– Determine information & desired action
• Strategic goals: What do you want it to do?
• Tactical goals: Desired outcomes for specific
communications
• Action goals
• Place messages in appropriate media
• Measure results
• Make adjustments to messages or media
Goals
• Strategic goals -- what will the overall
communications strategy accomplish?
• Tactical goals & Action -- desired outcome for
specific communications?
•
•
•
•
•
•
•
•
Positioning
Customer Retention
Generating Direct Sales
Generating Requests for Information
Generating Trade Show Attendance
Generating Leads for Sales Force
Gathering Additional Information
Supporting Channels of Distribution
Hierarchy of Effects
Publicity, direct
marketing,
advertising, trade
shows, internet
Awareness
Interest
Knowledge
Liking
Personal Selling, direct
response, telemarketing,
internet
Telemarketing,
direct marketing,
publicity & PR,
personal selling,
internet
Preference
Purchase
Prospecting Funnel
Anderson & Narus, Business Marketing Management,
Prentice Hall, 1999
Communications
Cost & Impact of
Objectives
Promotion Tools
Cost & Impact
Awareness
Leads
Interest
Inquires
Evaluation
Prospects
Trail
New Customers
Adoption
Established
Accounts
Loyal/Profitable Customers
Social Media, Media
Advertising Event
Marketing Publicity
Brochures, DirectMail, Catalogs, Fax
Marketing, Disk &
CD Demos WWW
Sites, Videos, Trade
Shows, Demo Centers,
Telemarketing, Field
Sales, Strategic
Accounts Programs
High Cost & Impact
Communications Strategies
• Customer relationship communication: strengthen
customer relationships, meet growth objectives
– Proactive Communications
• Identify all communications opportunities
• Focus on need to minimize costs of acquisition
– Make dialog easy
– Make it easy to respond
• Customer acquisition communication
– Convenience buyer to receive the communication
COMMUNICATION TOOL KIT
1.
ADVERTISING—Directed to a general audience, primarily through trade publications, the
web, television, radio, billboards
2.
DIRECT MARKETING—Directed to a specific audience to generate leads and generate
sales through the mail, by fax or Internet and catalogs
3.
PUBLIC RELATIONS—Focuses on relationships to create goodwill and support
relationships
4.
INTERNET & Social Media —User groups, website information and support and e-mail
for communicating
5.
TRADE SHOWS—Exhibits and demonstrates products and services in a public venue
with personal interaction
6.
TELEMARKETING—Inbound and outbound electronic communication allowing greater
feedback opportunities
7.
PERSONAL SELLING—Adaptable selling method established by one-on-one contact
8.
MARKETING RESEARCH—Capturing information that will enable stronger customer
relationships
10-11
THE ROLES OF ADVERTISING
• Close Sales
Generate Sales Leads
Create Favorable
Climate for Salespeople
Create or Strengthen Image
Exhibit 10-6
10-12
WHERE MARKETING COMMUNICATION
DOLLARS ARE SPENT
Online
Marketing
Direct Marketing
Advertising
Market
Research
Premiums &
Incentives
Other
7.7%
7.7%
5.8%
24.8%
24.8%
4.2%
4.4%
4.4%
3.1%
3.1%
3.1%
10.8%
10.8%
16.9%
16.9%
Trade
Shows
Public
Relations
Sales Force
Management
18.0%
18.0%
Sales Promotion
Exhibit 10-8
10-13
THE BUDGET BREAKDOWN METHOD
(Allocates Total Available Budget)
TOTAL AVAILABLE BUDGET FUNDS
Allocated to:
Trade Show
Sales Force
Mail
Magazines
Internet
Newspaper
Radio
Exhibit 10-10
10-14
THE BUDGET BUILDUP
(Creates Total Budget)
How Much is Needed for Objective
Trade Shows
Radio
Mail
Newspaper
Magazines
Sales Force
Internet
Creates Total Budget
Exhibit 10-10
10-15
Budget Time
• How can Maria justify the increase in
budget she has requested?
• What information does she need to support
her trade show expenditures?
• How can she address the comments about
trade shows made by the national sales
manager, Shelly Tap.
Questions
• Advertisers use cost per thousand (CPM)
measure as a standard for first-cut
comparisons across different media. CPM
numbers might run $45 for a jazzy color ad
in a trade magazine, $450 for a direct-mail
program and $4500 for a telephone effort.
Brief outline why mail and telephone costs
are often justified, despite the apparent
advantage of print media.
Summary
• Communications must be coordinated
across all media types
• Different media work better for various
communications objectives
• More B2B advertising expenditures are
moving to consumer media (like TV)