1. Ch. 15: Communicating With the Market
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2. Providing Value Through Communication
Members of the buying center respond to messages;
Messages must assist members of the buying center to progress through the buying decision process
Messages must be crafted to implement the positioning chosen in the design of marketing strategy
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3. Good Communication Starts with knowledge of customers
Maintains a clear and consistent message
Messages should be consistent in all media used by the company
Any incongruence will quickly be noted and modified
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4. Marketing Communications Plan
Update and review entire marketing effort for communication consistency
Integrated effort drives marketer to view interdependence of marketing mix, enabling
Design for the customer decision process
Recognition of promotional opportunities
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5. Providing Value Through Communication:
Implications for getting the best messages to audiences in business marketing communications:
Be aware of differences in jargon between industries
Be aware of limitations/distortions introduced by various media
Seek feedback quickly, in all forms, to make adjustments as necessary
Recognize that the customer, the message and the media combined should be selected as the most appropriate for the customers’ industry
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6. General Promotional Mix
Includes the following elements:
Personal Selling
Advertising
Sales Promotion
Public Relations
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7. General Promotional Mix: Personal Selling
Person to person conversation
Immediate feedback allows adaptation of message
Costly per contact, but effective in persuasion
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8. General Promotional Mix: Advertising
Paid access to media – monologue conversation often with no direct feedback
Needs to carry short message
Low cost per contact
Usually not good for direct influence on final decision
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9. B2B Sales Promotions Discount Allowance Free goods Push money
Advertising items
Notes to Accompany Slide:
A manufacturer may offer a straight discount off the list price on each case purchased during a stated period of time (also called a price-off, off-invoice, or off-list). Manufacturers also may offer an allowance (usually so much off per case) in return for the retailer’s agreement to feature the manufacturer’s products in some way. An advertising allowance compensates retailers for advertising the product. A display allowance compensates them for using special displays. Manufacturers may offer free goods, which are extra cases of merchandise, to resellers who buy a certain quantity or who feature a certain flavor or size. They may offer push money—cash or gifts to dealers or their sales forces to “push” the manufacturer’s goods. Manufacturers may give retailers free specialty advertising items that carry the company’s name, such as pens, pencils, calendars, paperweights,
matchbooks, memo pads, and yardsticks.

10. General Promotional Mix: Public Relations
Efforts to get favorable coverage of the business by third-party media and publics – convey simple messages through third-party media
Build a relationship with media
Employ creativity in getting coverage
Useful to retain a PR agency
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11. Trade Shows and Conferences
Personal selling
Product presentations and demonstrations
Relationship building with customers, channels and company sellers
Building customer memory with premium merchandise and print promotion
Building credibility and customer memory with presentations, seminars and panel discussion participation
An opportunity to learn about customers and competitors
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13. Trade Show Key Decisions
Which shows to attend
Who should go
What statement/positioning should design of exhibits reinforce
What is our marketing message?
Follow-up is a must
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14. Web and Internet in B2B Marketing
Internet communications facilitate rapid detailed interaction between customer, marketer, seller and service person
Advantages:
Low-cost interactivity
Immediacy, real time or near-real time feedback and adaptation
Internet communications can be effective in any stage of the buying decision process
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16. Internet Communication Tools
Website
Opt-in
Newsletters
Webinars
Blogs and social media
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17. Effective Internet Communication
Know the customers as well as possible
Coordinate Internet communications with other forms of communications
Track effectiveness – server logs offer good data on user/customer response behavior
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18. Website can be used by customers to…
recognize and understand problems
collect and compare information about alternative solutions and costs
collect and compare information about alternative suppliers, their partners and their successful delivery of value to prior customers
obtain additional materials
use a product configurator to test alternative solution ideas
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19. Internet Communication Tools: Website Design
Designed to address different segments as viewed by the customer
Identify site visitors as they access the site
Designed for ease of use in the customer’s decision process – from the customer’s point of view
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20. Internet Communication Tools: Opt-In Email & Newsletters
Used when an interested person gives permission to send messages
Works best when the prospective customer has visited the web site and has responded positively
Must have something of value to communicate when you send the
Requires attention to updates, current information
Becoming less effective because marketers have abused the trust of the audience and sent too many worthless messages
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22. Internet Communication Tools: Webinars — Online Seminars
If well constructed, these are relatively low-cost
Have the advantage of self-selection by prospective customers who are interested in the information
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23. Internet Communication Tools: Blogs & Social Media
Marketers are still learning how to use these methods
It does seem that having real mutual interests and letting the conversation progress are the keys to useful interaction
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