Chapter 13 Communicating with the Market

Prepared by John T. Drea, Western Illinois University 1

Elements of the Promotional Mix

Personal Selling Advertising

Sales Promotion Public Relations

Exhibit 13-1 A Model of the Communication Process

Basic Terms
Marketing communications (Marcom)
Methods of communication other than personal selling When public relations is performed at the corporate level, what remains is called A & SP (nonpersonal communication).

Marketing communications -Public relations Advertising & Sales Promotion (A & SP)
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Feedback
Rapidly changing markets frequently require feedback before sales results are available. Direct response requests (surveys, warranty registrations) can be important, but require an active interest by customers to provide feedback. Personal selling and relationship marketing are critical to the feedback process they allow for immediate and personal feedback. 5

Message interpretation is subject to

Selective Exposure
Refers to the actual media to which a receiver may be exposed.

Selective Attention
Only useful information is seen or heard. It is used to prevent information overload.

Selective Retention
Refers to the storage function the portion of a message retained that is recalled.

What Promotion Can and Cant Do

Promotion can
Encourage awareness Inform about availability Persuade trial Build image Encourage repurchase Support selling efforts

Promotion cant
Sell products that are not needed Substitute for a bad product or poor marketing strategy. Convince customers to go out of their way when a comparable product is available Convince customers to pay more than perceived value
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There are three categories of sales promotion.

Sales promotion focused on the sales team

Sales promotion focused on customers

Sales promotion focused on channel intermediaries

Public Relations
PR defined:
All efforts to obtain the attention and favorable coverage of the firms business by third party media and publics.

PR activities:
These can include special events, press tours, public appearances by company executives, participation in media dialog, trade shows or guerilla marketing activities (attention-getting small events to get the company noticed and obtain word-of-mouth)
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Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications DEFINITION STAGE
Process Flow Stages Problem definition Solution definition Product specification Nonpersonal Communications Can Help identify problems Provide information for defining solutions Help customers remember vendors 10

Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications SELECTION STAGE
Process Flow Stages Solution provider search Acquire solution provider(s) Nonpersonal Communications Can Provide information on vendors Provide information on products and partners
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Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications DELIVER SOLUTION STAGE
Nonpersonal Communications Can Deliver service and training information

Process Flow Stages Customize as needed Install/test/train

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Ex 13-3 Buying Decision Processes and Methods of Nonpersonal Communications END GAME STAGE
Process Flow Stages Operate solution Reach end result Evaluate outcomes Determine next set of needs Nonpersonal Communications Can Provide reinforcement Deliver service information Share performance data for evaluation
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Print Promotions

Convergence of the Promotion Mix

Corporate Advertising

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Types of B2B Print Promotions

Advertising in Trade Journals

Directory Advertising

Consumer Media
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Corporate Advertising
Why use corporate advertising?
Company reputation increases chances of getting a first hearing at a new account. Community concessions and subsidies can be enhanced. All things being equal, larger and more wellknown companies will frequently get the business over a smaller, lesser known competitor
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Types of Sales & Support Literature

(also called collateral materials)

Catalogs, Product Brochures, and Data Sheets

Capabilities Brochures

Technical Bulletins, Test Reports, and Application Histories

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Trade Shows
Determining which trade shows to attend? Which shows are important to customers? Which shows are important to industry analysts? Which shows have the best audience for announcements? Which are likely to be attended by the target audience? Trade show issues Who should attend? Should your company have an exhibit? What will the exhibit be? How can we capitalize on the trade show after it is over?

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Internet and Web Communications in Business-to-Business Marketing

The Web is used for two primary functions in B2B marketing:

Facilitating Product Sales and Channel Functions

Communicating with Customers and Channel Members

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B2B web sites can help buying center members in several ways:

Recognize and understand their problems

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B2B web sites can help buying center members in several ways:
Collect and compare information about alternative solutions and costs

Recognize and understand their problems

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B2B web sites can help buying center members in several ways:
Collect and compare information about alternative solutions and costs

Recognize and understand their problems Collect and compare information about alternative suppliers, partners, and delivery of value

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B2B web sites can help buying center members in several ways:
Collect and compare information about alternative solutions and costs Provide access to training manuals, user manuals, and troubleshooting guides for use during installation, testing, and product use
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Recognize and understand their problems Collect and compare information about alternative suppliers, partners, and delivery of value

Attracting Visitors to a Web Site

Banner advertising
Click-through rates have declined significantly

Attract visitors through search engines

Bid for the highest ranking, then pay for each click-through Design the web site to achieve higher rankings on search engines Purchase key words on search engines your ad is displayed when a search is for your key word.
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Newsletters

Newsletter Advertising

On-Line Seminars

Other Types of EApplications in B2B Communications

Effective Internet Communications

Opt-In e-mail

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