1. Business to Business Marketing Collateral Final Project Patti Bowes University of St. Thomas

2. Business to Business Marketing Targeted customer audience to reach Limited budget means choosing effective communications Major part of budget is collateral Collateral is non-advertising material Usually for use by sales staff Which type of collateral to choose?

3. Choices of Collateral There are now more choices of media to use for collateral or sales support material. Brochure E-Mail Web site Compact Disk

4. Brochure - the traditional choice Advantages Traditional Creative Control Easy to share Can show breadth and depth of line Disadvantages Material ages Costly to reprint Looks old fashioned?

5. New electronic media Or should I use one of the new electronic media? Like:

6. E-Mail Advantages Inexpensive to distribute Easily updated Can contain links to web site Disadvantages Computer virus fears Easy to delete Computer and design compatibility

7. Web Site Advantages Can include action and visuals Updated easily Available to all Internet users Can contain almost unlimited amounts of information Disadvantages Must be at Computer to view Ease of viewing depends on users access speed Navigation must be easy to follow

8. Compact Disk Advantages Very new age Can be interactive Can produce TV quality commercials Disadvantages Costly to produce and make changes Take time to view Must be at computer to view

9. Topic Question Is there a preferred way for business buying decision-makers to receive marketing material?

10. Who Was Surveyed? Three different groups were asked for their preferences. The same survey was sent by U.S. mail and e-mail. Twin Cities business executive networking group, surveyed by e-mail (300 e-mail) Dun & Bradstreet mailing lists, executive Manufacturing $5 Million in sales(100 mailed) Manufacturing $150 Million in sales (100 mailed)

11. Who Replied? Of the total 500 surveys sent out. There are 92 replies which is an 18% response rate. 39 replies from 300 sent by e-mail to Minnesota business executive group 52 replies from 200 sent by U.S. mail to manufacturing executives

12. Replies by Job Position

13. Replies by Age

14. Information about respondents 95% have Internet access at desk 98% receive new product information Conclusion: Reached a good test audience

15. Format Preferences

16. Ease of Sharing

17. Which Format Is Preferred? There is no clear choice of format Means freedom to choose from the top 3 picks. The 3 top choices in both preferred format and ease of sharing with others are: Web Site E-mail Brochure Compact disk eliminated as an option

18. E-mail Advertising 53% yes would like to receive advertising by e-mail. 71% No to unrequested e-mail Strong indication for opt-in only

19. Web Site 67% Found Web Sites “very” useful for getting information.

20. Direct Mail Advertising 72% Felt direct mail advertising was useful or at least neutral.

21. Conclusions Accept using electronic media of: Web Sites E-mail Still accept brochures Want control over use of e-mail Accept direct mail advertising Business executives using electronic media

22. Questions? Thank you for coming Patti Bowes