Advertising in b2b

The means by which firms attempt to inform,

persuade and remind customers directly or
indirectly about the products or brands that
they sell

Imc
Creating awareness
Reaching members
Increasing efficiency and effectivity
Reminding
Lead generation
Supporting distribution channel members
 techniques
Visual magnetism
Right audience
Invite reader
Logical
Person to person
Ad must be easy
Reflect company
Emphasize service and not source
 Some of the most commonly used platforms in
Industrial marketing communication are:
Personal Selling
Advertising
Trade Shows/ exhibitions
Direct Mailers/ catalogs
Internet which is slowly gaining prominence
ADVERTISING
Definition Any paid form of non-
personal presentation and
promotion of ideas, good or
services by an identified sponsor
Role of Advertising
To increase sales effectiveness
To generate awareness
For IMC
OBJECTIVES OF INDUSTRIAL
ADVERTISING
To inform
Fact driven, has an interested reader,
can be attractive, colourful, etc
To bring in inquiries/ orders
usually from new customers
To induce trial orders
To get into the Buyers Resource File
Most industrial companies maintain a
record of all the firms selling the
articles that they need
 FURTHER OBJECTIVES OF
INDUSTRIAL ADVERTISING
To reduce selling expense
Salesmen visit can be more expensive and at
times, prohibitive

To establish recognition and

reputation
Especially for relatively new players

To motivate distributors
To create preference, loyalty, support in the value
chain

To influence the end consumer

For products where the brand name matters to the
end consumer. E.g. Intel processor
DESIGNING THE MESSAGE
What do I want to communicate?
Advertising Objectives
Message generation and evaluation
Key message, positioning, information to be inserted

Development of the idea and execution

Copy, visuals, other effects, material to be used - based on
the medium
Buyer considerations first time/ repeat/ what is in it for him?

What am I communicating through?

Choice of media Trade journals, newspaper, catalog, etc
Frequency, Reach and Impact
BUDGETS MATTER
Industrial Advertising, like mentioned
earlier, is relatively smaller as
compared to consumer advertising
However, typically, these methods
are followed:
% of Sales method either on past sales
or estimated sales
Object Task method specific task driven
Combination of both where a top limit is
imposed in the form of a maximum % of
expected sales that can be spent
TRADE SHOWS AND EXHIBITIONS
Offers the manufacturer an
opportunity to display or
demonstrate his products to a larger
number of prospects
Some of the benefits of such shows
are:
Meeting potential customers
Making direct sales
Building prospect lists
Introducing new products
Demonstrating non-portable equipment
Checking competition
 SITUATIONAL ANALYSIS
COMETITION

MARKET ANALYSIS

CUSTOMER ANALYSIS

POSIOTIONING ANALYSIS
MARKETING COMMUNICATION OBJECTIVE

Creating Brand Awareness And

Building Brans Equity
Providing Information

Increasing Sales

Differentiating The Brand

Influencing Customer Behavior

 DEVELOPING A MARKETING
COMMUNICATION PROGRAM

Which strategy to adopt- pull or push

Then
Selection of marketing communication mix
Advertising, Sales Promotion, PR, Direct Marketing, and
Personal Selling
Creative Strategy
Message Content Rational, Emotional and Moral
Message Structure Conclusion, the argument type
and order of the argument.
Message Format color, music, time etc.
Media Decisions
Evaluation and control of marketing
communication program

This can be done by the marketing

communication audit. The MC audit
answers issues like
What programs are being carried out
by the company?
How they are being carried out?

How effective these programs are?

 Communication audit
consists of-
Planning and design

Research and measurement

Analysis and Reporting

 Linking communication strategies
with channel conditions
Frequency: overload/
repetitive...little...lack of information,
motivation etc.
Direction: unidirectional( from
manufacturer to intermediaries) or
bidirectional ( flow to and from
organisations that are equally
powerful)
Modality: formal or planned or
informal
 Communication strategies
IORs
Persuading, investments and
adaptations, showing commitments,
building trust, exercising powers
Effective communication control the
behaviour of business partner.
Trustful and committed relationships
are necessary supported by good
communication.
 How does a firm make sure that
communication is good???
In b2b: fewer opportunities to use
mass media, so marketer has to
think differently.
 General comm. strategies
Pull strategies , product or service focus: in b2b..push
but for communication with organisational end
user...pull is important, direct mailing
Push strategies: product or service focus pushing
intermediaries to stock to resale: personal selling,
promotions, trade advertising
Reputation strategies: company
focus...reputation...buy or not buy....different
message for different audience...financial gains to
stakeholders, environment message for customers
etc.
All strategies are used
 B2b via internet
Interactivity
Bidirectional
Global reach, 24/7, up to date information,
exploring capabilities, cost effectiveness,
distributor support, customer service, JIT
inventory, gathering knowledge about
competition and commercial research.
Pricing is difficult....global, poor site...frustration,
in case of change....resistance by the buyers,
website congestion, non user friendly
2 tools are company website and email
 Company website
Internet handles textual data, audio and visual
messages...utility in all promotional elements
Websites are static online brochures...e com
transactions and handle bi directional communications,
offering genuine dialogue
Well designed websites are easy to navigate, suppliers
to give detailed answers to queries, focused and
personalized solutions. Try to minimize their search
time. Good content enhances the reputations. Blogs are
useful. Information in much personal tone.
Flick to click: browsing catalogue and then going online
to enter the product code in search box of website.
 E mail
Speedy, efficient
HP printers purchasers will get mails
regularly under a heading growing
business run better on HP. Either call
or click on link embedded in the email.
Handling the responses: acknowledge
the receipt, initiate action and send
confirmation email. If by
outsourced...give proper guidelines
 effectiveness
Magazines: trade press
Newspaper: high reach,
Television
Radio
Outdoor media