1. Business Marketing B2B Communications Strategies & Sales Management Issues November 3, 2011 Dawne Martin, Ph.D.

2. Administrative Things For next time: Read Chapter 12 and prepare Direct Marketing at NanoV, p. 361 Learning Objectives To understand how the different approaches to customer communication are used. To analyze the best mix of media for a specific situation.

3. B2B Communications Why is it very different from B2C communications B2B Communications Mix Integrated message across media – aimed at different influences in the buying decision Direct – both personal and mass communications Advertising Broadcast Public Relations Trade Shows Publicity One-to-One and Social Media

4. B2B Advertising Reasons Creates awareness Strengthens attitudes (post-purchase) Leads to action – call to action Media Magazines Trade journals (reader service cards, fax back) General Business Magazines Current events Magazines Broadcast Media – T.V., Cable T.V., Radio Electronic Media Social Media

5. Public Relations Publicity Generation of news about a company or product Press releases, press kits for events Public Affairs Lobbying Community Involvement

6. Trade Shows Reasons to use Trade Shows Assist buyers in becoming better informed Begin dialog and relationship development Reach new prospects Strength current customer relationships Support channels of distribution Trade show issues Net buying influences Total buying plans Amount of press coverage Association linkages Vertical vs. Horizontal and National vs. Global

7. Direct Marketing Direct Mail List & database issues One-to-One Marketing and customization Response rates Offers and calls to action Communications Goals Goodwill Familiarity & Interest – Loose vs. tight lead strategies Demonstrations Trade show traffic Influence channel Direct order

8. Direct Marketing Telemarketing (Outbound and Inbound) Prospecting, qualify new accounts, contacting dormant accounts Account management Prospecting and dormant accounts Customer service and orders Follow-up to direct mail Synergy between direct mail and telemarketing – lifts response rates

9. Direct Marketing The Message Start with Problem or Issue Cover Technical Issues Based on Audience Needs Appeal to Self - Interest & Company Goals Identify Benefits and Associated Features Prove Your Claims Make an Offer Test Your Message The Offer: What a Prospect Gets & What Has to Be Done Soft Offer -- Request for Information -- 1.5 to 4 % Hard Offer -- Face-to-Face Contact --.5 to 1 % Conversion to Sales --10 to 25 %

10. Recommendations for Direct Marketing Focus on Problem & Product Issues Establish Trust, Credibility & Knowledge Provide Enough Information to Convince Qualified Prospects to Take the Next Step Plan for a Series of Contacts Address Differences in Audiences Be Clear About Product Benefits & Features Address Buyer’s Personal and Business Motives

11. Questions Advertisers use cost per thousand (CPM) measure as a standard for first- cut comparisons across different media. CPM numbers might run $45 for a jazzy color ad in a trade magazine, $450 for a direct-mail program and $4500 for a telephone effort. Brief outline why mail and telephone costs are often justified, despite the apparent advantage of print media.

12. Vivaldi’s New Maestro Software Case Choose a one sentence positioning statement for Vivaldi New Maestro. How would you alter the message for different buying influences? Is advertising the best approach to get the message out? How should Jill measure results of the campaign?