Business to Business SBM 338 Lanny Wilke. Boring? Different. Using someone else’s money. More factual, less emotional. Emphasizes immediate response.

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Presentation transcript:

Business to Business SBM 338 Lanny Wilke

Boring? Different. Using someone else’s money. More factual, less emotional. Emphasizes immediate response. Smaller budgets. Most of these products are not sold in the retail market.

But… Still have wants and needs. Copy & design principles still apply. The Internet is important. Branding is very important. Any form of media may work well. People buy products, companies don’t.

Collateral

Collateral is.. Product brochures Corporate image brochures Catalogs Sell sheets Capabilities brochures Personal selling kits Trade-show handouts Annual & quarterly reports

The keys… Have a theme Think of the brochure as a campaign Appeal to the wants & needs of the reader Think visually. Pay attention to type face & size Stretch your thinking. Be creative.

Use the Internet More detailed lower cost. Streaming video, animation, interactive media. Give them a tour or a demo. Links to partners or affiliated companies. Delivers company news as well as new promotions and special deals.

Can use merchant accounts for direct sales Identifies dealers, their locations, and links to their sites. Referrals. Tracks important info.

Interactive Media CD’s DVDs

Business broadcasts Business videos

Other Opportunities for B2B Advertising Sponsored events Sports marketing Sales promotions Contests, sweepstakes Trade-show booths Sales meetings Specialty advertising Cross-promotion

Well, we’ve made it almost to the end. Next time… portfolios