4MD3 Business to Business Marketing Steve Howse, C. Dir February 9, 2008

2 the elements of Promotion how IMC differs from Promotion BM/CM promotional differences intro to Advertising advertising in trade publications & directories and in broadcast media making your business ads “sing”

3 PREVIEW OF SP, P & DM Sales promotion oTrade shows oOther SP tools Publicity Direct marketing oDirect mail oTelemarketing oThe WWW

4 SALES PROMOTION about 40% of the 25% trade shows dominate the 40% many other SP tools used as well

5 TRADE SHOWS an annual industry event! shows are big business various types… oshows, fairs and expos otrade marts oconventions and conferences vertical shows (oil and gas) horizontal shows (Comdex)

6 THE UPSIDE OF TRADE SHOWS FOR MARKETERS great for "off-site selling“ post-show selling costs are reduced (4 to 1.3) many attendees are qualified several attendees per customer firm customers can talk to other customers customer pays own way (cont’d)

7 THE UPSIDE OF TRADE SHOWS FOR MARKETERS (CONT’D) attendees are pre-disposed to hearing your sales message there are fewer distractions for customers customer can view and try the product other visuals also possible

8 THE DOWNSIDE OF TRADE SHOWS FOR MARKETERS random customer arrival competitors present perceived compulsion to exhibit declining popularity of trade shows about $ per qualified contact

9 SHOWS MAKE PARTICULAR SENSE WHEN… your product is complex your product is demonstrable your product is early in its life cycle conventional selling too expensive

10 MANAGING YOUR TRADE SHOW EFFORT pre-show promotion is a must careful selection and training also key post-show categorization of leads e.g. o“A” leads to field sales force o“B” leads to telemarketing force o“C” leads to direct mail list

11 NON-SELLING SHOW OBJECTIVES enter new markets contact key industry “players” quickly establish other important contacts gather info on competitors boost internal morale

12 THE OTHER SP TOOLS WEB TRADE SHOWS free listings catalogues/data sheets sales presentation aids installation lists “showcase installations” specialty advertising business gifts contests, sweepstakes and games (cont’d)

13 THE OTHER SP TOOLS (CONT’D) onewsletters otailored seminars odemonstration centres ocustomer training schools ohandbooks o800 lines odealer support kits

14 PUBLICITY the remaining 5% of the 25% media carry publicity free so why isn’t it 0%? credibility high control low slow to act

15 PUBLICITY TOOLS press releases and articles press conferences staged events press kits technical presentations memberships (cont’d)

16 PUBLICITY TOOLS (CONT’D) sponsorships - teams or events plant tours speakers' bureaux charitable donations political donations