Media-selection: a cost-benefit balance Personal selling: * cost per contact * selectivity * coverage * frequency Advertizing: * cost per contact * selectivity * coverage * frequency
Most effective promotional tool: Personal selling 1. Attention 2. Interest 3. Desire 4. Action 5. Satisfaction (and repeat)
Most effective promotional tools for exporters: Personal (B2B) selling Trade intermediates promotion E-commerce Fairs Missions Catalogueing, company presentation Sampling Discounts
1. B2B, Trade Intermediates Powerful impression; expensive Target: prospects as well as present trade partners Canvassing: interviewing = selling Create trust, personal reliability image Well-planned (in time), systematical Two-way information, no secrets Hot-line reporting
2. E-Commerce Wide coverage, cheap; passive Website / domain (name) Easy, fast references for browsing Full information on supplier Main assortment lines + pictures Interactivity: action possible Identity browser, special interest Immediate reaction Follow-up (repeat, complaints)
4. Company presentation, catalogue Informative, illustrative, not expensive; mailbox pollution Assortment & company presentation USP, management style, capabilities Standards, norms; TQM, control Consistency (house style) Direct-mailing (two-step), E-mailing General sales support/business card
When promoting (export) sales: understand that promotion alone does not make a prospect buy use your money wisely relate promotion to your products, services capitalize on your strong points inspire loyalty (and prove you worth) use impact power use frequency over silence!