4MD3 Business to Business Marketing Steve Howse, C. Dir February 2, 2009

2 Steve’s Tip Have an elevator pitch 3 minutes on who you are Two ways: oHistorical growth oWho I am and how I got here 10 minute version to overview your CV

3 Segmentation Targeting Positioning The 4 Ps

4 INTRO TO PROMOTION three classes ooverall aspects of Promotion aka IMC oAdvertising oSales Promotion and Publicity oDirect Marketing oPersonal Selling

5 PREVIEW OF PROMOTION AND ADVERTISING SECTIONS 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”

6 THE ELEMENTS OF PROMOTION advertising sales promotion publicity personal selling direct marketing

7 MORE ON PROMOTION each element contains media each medium contains vehicles use all three in combination but that requires coordination

8 INTEGRATED MARKETING COMMUNICATION (IMC) Also known as MARCOM gives the required coordination by stating product position consistently Marcom Manager is in charge high-level objectives of IMC opredispose customer to action oget customer to take action

9 BM/CM DIFFERENCES – PROMOTION IN GENERAL business promotion never creates a product position the “theme” is more rational promotion smaller percent of revenues personal selling dominates promotion “mass” elements of promotion are secondary advertising is dominated by magazines sales promotion by trade shows

10 BM/CM DIFFERENCES – MASS/NON-PERSONAL PROMOTION primary goal is to support the sales force by… ogenerating sales leads ocreating a suitable selling climate oconveying simple information secondary goals "creative" more often done in-house

11 ADVERTISING represents about 55% of the 25% creates awareness creates positive attitudes i.e. preference inspires action long ad-to-sales lag trade publications and directories dominate ad costs vary widely

12 TRADE PUBLICATIONS vertical trade mags horizontal trade mags hybrid trade mags use CARD in all cases most publish annual "buyers' guide“ issue "controlled circulation" is common ability to tailor message is limited ability to get response is limited

13 CHOOSING THE RIGHT TRADE PUBLICATION identify candidates request kit count qualified readers determine ad cost calculate raw cpm adjust using effectiveness data make choice based on adjusted cpm

14 TRADE DIRECTORIES they show manufacturers by product used by designers & purchasing agents Canadian examples the listings are free the ads are not can’t change message quickly good for research

15 BROADCAST MEDIA more logical when business product widely used also good for reaching consumers i.e. for ”telescopic marketing” also for reaching employees and neighbors wastage high but raw CPM low

16 MAKING YOUR BUSINESS ADS “SING” focus on conveying your positions just one or two use similar words every time show your position in the "head" and in the picture and in the picture caption and in the body copy use sub-heads to break up body copy use pictures of people