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Trade shows, expositions, scientific/technical conferences, conventions. The name may vary
but the basic function of the activity represents a major industry marketing event. They are
events that bring together, in a single location, a group of suppliers who set up physical
exhibits of their products and services from a given industry or discipline (Black, 1986).
(Herbig, OHara and Palumbo, 1998)
Virtual marketing
Trade Shows
Interactive Media
Content
Engagement &
interaction.
Relevant
information &
experience
Drive
Awareness of
value offer
Continuing
contact and
added value
Ensure
customer stays
engaged.
Discriminating
information
about your
value offer
Meet
expectations
and create a
great
experience
Promote
opportunities for
members to act
as WOM
ambassadors
Blogs
The new voice of corporations
Effective blogs provide a personal face to
corporate
Use to inform NOT to sell (CONTENT)
Linked In posts can be a form of mini-blog
Make sure they are relevant and
interesting
This is a form of CONTENT marketing
Content
Positioning
PR
Inform and Engage
What do we say?
How do we say it?
When do say it?
Where do we say it?
Advertising
http://www.mediascope.com.au/mediascape-advertising-industry-guides
Direct marketing
A tailored, targeted communication direct from the selling company to a contact in a potential buying
company
Targets individuals within organizations
Personalise messages
It must be useful and informative
Aim to build relationship
Used together with personal selling, trade shows
and events
Problems
Poor targeting creates poor reputation
Poor databases leads to missed targets
DO NOT use for cold calling
Most companies have spam, junk and phishing filters to remove unwanted or unsolicited
emails
Text messages do not work
For Emails
Fast / Targeted / Cost efficient
Requires excellent follow-up processes (See page 309)
Against emails
Inaccurate mailing lists can lead to SPAM & damage the Brand
Low response rates less than 1%
Public Relations
http://www.intermedia.com.au/
http://www.sterlingpublishing.com.au/about-us/
Content
Is King
Community Events
Networked with
Planet Ark &
Schools &
environmental
groups
Print
Press releases
Case studies or news stories
Advertising
Stand alone or part of integrated campaign
Cross promotions
Joint online and print
Brochures and spec sheets
Has longest shelf-life
Newspapers
Wide reach
Very current and read daily
Useful for corporate announcements
Focus on benefits for customers
Compare the business section of a newspaper
Less adverts and different types of adverts
Problems? Very expensive and requires repeat ads to gain recall. Does not stimulate
or motivate purchase.
YouTube
Create great content - upload content that is useful, relevant and interesting.
B2B marketers should share videos such as:
Product demonstrations
How to & expert advice
Case studies
Conferences/events
Thought leadership
https://www.hallaminternet.com/2015/b2b-youtube-marketingtips-and-case-studies/
Online Media
Specific
Digital Channels
Website / e-Commerce
Social Media Platforms
- Linkedin
- Twitter
- Youtube
- Facebook
- Industry Blogs
SEM / SEO
E-Direct mail
Online content amplification / syndication
Online communities
Webinars
Online Video
Online Display Advertising
Mobile App marketing
Considerations
A customers buying process
A suppliers communications / sales process
Corporate Objectives
Relationship Strategy
Marketing Objectives
Generating Leads
Nurturing / Progressing Leads
Growing Reputation & Brand Awareness
Reach / Targeting / Cut-Through
Targeted vs Mass Communications
Thought Leadership
Public Relations
In-person events
Personal Selling
Surveys / Research
Direct Mail
Networking
Sales Promotions
Word of Mouth
Telemarketing
Tradeshows / Conferences
Print Advertising
Sponsorship
CSR / Community Events
Print advertising
White papers
Business Reports
Trade Press
References
Karl Hellman (2005) Strategy-driven B2B promotions. Journal of Business & Industrial
Marketing Volume: 20 Issue: 1 2005. http://www.emeraldinsight.com/Insight/
viewContentItem.do?contentType=Article&contentId=856547
Anja Geigenmller (2010) The role of virtual trade fairs in relationship value creation (pp.
284 - 292) Journal of Business & Industrial Marketing Volume: 25 Issue: 4; Keywords:
Channel relationships, Trade fairs, Value added.
Singh T., Veron-Jackson, L. and J. Cullinane (2008). Blogging: A new play in your marketing
game plan. Business Horizons. 51 (281-292)
BtoB magazine online http://www.btobonline.com/
How B2B Marketers Use Social Media socialmediaexaminer.com. April 2012
Lead Generation Cheat Sheet, BtoBonline, October 2013
Social Media PowerPlays for your Events BtoBonline, October 2013
Capturing business value with social technologies, Bughin, Chui and Manyika, McKinsey
Quarterly, November 2012
Greenhat B2B Marketing Report 2015.