McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.

Chapter 11 Communicating Via Advertising, Trade Shows, and PR

REASONS TO ADVERTISE ADVERTISING CREATES AWARENESS - Communicates to any group, including customers ADVERTISING STRENGTHENS ATTITUDES - With customers, in financial markets, with potential suppliers, with government officials ADVERTISING LEADS TO ACTION – Leads prospects through decision process ADVERTISING INFLUENCES FINANCIAL PERFORMANCE – Has a positive effect on business performance 11-3

THE TWO MAJOR ELEMENTS OF ADVERTISING STRATEGY The Creative PlanThe Media Plan The Content of the Message OR What We Want To Say The Channel of Communication OR How We Will Deliver What We Say 11-4

ADVERTISING STRATEGY DEVELOPMENT DETERMINE ADVERTISING OBJECTIVES DETERMINE THE CREATIVE PLAN SELECT MEDIA MEASURE ADVERTISING PERFORMANCE 11-5

THE FOUR KEY ADVERTISING OBJECTIVES Positioning Objective Action Objective Audience Objectives Performance Objectives 11-6

DEVELOP POSITIONING OBJECTIVES FOR A WINNING CAMPAIGN POSITIONING OBJECTIVES Develop the brand personality Create climate for personal sales calls Support other communication channels Stimulate derived demand Project financially healthy image Support distributors or other sellers Create favorable image among difficult-to- match influencers. Exhibit

DEVELOP ACTION OBJECTIVES FOR A WINNING CAMPAIGN ACTION OBJECTIVES Generate leads for field or telemarketing salespeople Increase attendance at a trade show Increase distribution of catalogs Secure investment in company through sale of equities Generate sales Exhibit

MEASURING ADVERTISING PERFORMANCE THE MEASURE : DETERMINED BY: RECALLSURVEYS/FOCUS GROUPS INQUIRESCARD/COUPON RESPONSE, 800- NUMBER RESPONSE POSITIONPRE-AND POST-ADVERTISING ATTITUDE SURVEYS REACHESTIMATE YOUR READERS BASED ON TOTAL CIRCULATION/ READERSHIP AUDITS CPM (cost per 1000)DIVIDE COST OF AD BY READERSHIP EXPRESSED IN 1000s Exhibit

WRITING NEWS RELEASES: A CHECKLIST IDENTIFY YOURSELF AND PROVIDE CONTACT INFORMATION PROVIDE A RELEASE DATE FOR THE NEWSPIECE USE WIDE MARGINS AND SPACINGS KEEP IT SHORT, ONE PAGE IS PREFERRED PROOF THE COPY DON’T FOLLOW-UP ABOUT RECEIVING THE RELEASE DON’T ASK FOR TEARSHEETS DON’T PROMISE ADVERTISING FOR A FREE EDITORIAL SEND THANK YOU FOR RUNNING THE ARTICLE Exhibit

TIPS FOR DELIVERING A WINNING NEWS RELEASE 1.MAKE SURE YOUR SUBJECT IS NEWSWORTHY 2.INCLUDE SAMPLES WHEN / WHERE / IF POSSIBLE 3.PRODUCE 3-MINUTE DEMO DVD TO ACCOMPANY RELEASE 11-11

GENERATING FAVORABLE PUBLICITY 1.STAGE AN EVENT TO DEMONSTRATE A NEW PRODUCT 2.DEVELOP PRESS (OR MEDIA) KITS THAT CONTAIN INFORMATION TO SUPPORT YOUR EVENT OR INTRODUCE NEW INFORMATION. KIT CAN INCLUDE SAMPLES, BROCHURES, AND KEY INFORMATION 3.SPEAKER’S BUREAUS FOR COMPANY PERSONNEL TO SPEAK AT CIVIC AND INDUSTRY EVENTS 4.USE ARTICLE REPRINTS AS THIRD PARTY TESTIMONIALS 11-12

WHAT TRADE SHOWS MEAN TO BUSINESS TO BUSINESS 1.BUYERS DEPEND ON TRADE SHOWS FOR INFORMATION AND DEMONSTRATION 2.TRADE SHOWS PROVIDE OPPORTUNITIES FOR DIALOGUE 3.TRADE SHOWS REACH NEW PROSPECTS 4.TRADE SHOWS STRENGTHEN CUSTOMER RELATIONSHIPS 5.TRADE PRESS RELATIONSHIPS CAN BE DEVELOPED 11-13

TRADE SHOW SELECTION QUESTIONS Will the quality of the show audience be significant? Net Buying Influence is percentage of show audience that influences buying decisions Total Buying Plans is percentage of show audience planning purchases within next twelve months Will there be significant press coverage generated? Will there be a large number of competitors at the show? More is better. What is the type of show that best suits my needs? Trade Association Conventions For-Profit Shows Produced by Exhibition Companies Regional vs. National vs. Global Shows Horizontal vs. Vertical Shows 11-14

GETTING THE MOST FROM A TRADE SHOW SELECT BEST TYPE OF SHOW TO FIT YOUR BUDGET AND OBJECTIVES DEVELOP A PRESHOW PROMOTION CAMPAIGN— Direct mail, advertising, special invitations PLAN FOR SHOW MANAGEMENT—The attention getter, the message, the close COMPLETE POSTSHOW FOLLOW-UP—Lead follow- up, communication MEASURE EXHIBIT PERFORMANCE—Compare objectives to results, visitors and sales 11-15

SHOW MARKETING-STRATEGY ACTIONS 1.PRESHOW PROMOTION MUST BE DONE - direct mail, advertising, salespeople mentions, telemarketing, 2.THE SHOW EXPERIENCE MUST BE MEMORABLE – The attention getter gets people into your space, have a productive message, ask for action 3.POSTSHOW FOLLOW-UP – necessary for success and where actual sales may take place 11-16

BUSINESS TO BUSINESS ADVERTISING PROMOTION ACTIVITIES OFFER TRADE ALLOWANCES PRODUCE COOPERATIVE ADVERTISING WITH PARTNERS DEVELOP TRADE CONTESTS PROVIDE INCENTIVES/BONUSES PROVIDE POINT OF PURCHASE DISPLAYS PROVIDE TRAINING PROVIDE SPECIALTY ADVERTISING PRODUCTS 11-17