McGraw-Hill/Irwin

Copyright 2009 by the McGraw-Hill Companies, Inc. All rights rese

Chapter 11 Communicating Via Advertising, Trade Shows, and PR

REASONS TO ADVERTISE

ADVERTISING CREATES AWARENESS Communicates to any group, including customers ADVERTISING STRENGTHENS ATTITUDES With customers, in financial markets, with potential suppliers, with government officials ADVERTISING LEADS TO ACTION Leads prospects through decision process ADVERTISING INFLUENCES FINANCIAL PERFORMANCE Has a positive effect on business performance
11-3

THE TWO MAJOR ELEMENTS OF ADVERTISING STRATEGY

The Creative Plan The Content of the Message OR What We Want To Say The Media Plan The Channel of Communication OR How We Will Deliver What We Say
11-4

ADVERTISING STRATEGY DEVELOPMENT

DETERMINE ADVERTISING OBJECTIVES DETERMINE THE CREATIVE PLAN SELECT MEDIA MEASURE ADVERTISING PERFORMANCE
11-5

THE FOUR KEY ADVERTISING OBJECTIVES

Positioning Objective Action Objective

Performance Objectives

Audience Objectives
11-6

DEVELOP POSITIONING OBJECTIVES FOR A WINNING CAMPAIGN

POSITIONING OBJECTIVES

Develop the brand personality Create climate for personal sales calls Support other communication channels Stimulate derived demand Project financially healthy image Support distributors or other sellers Create favorable image among difficult-to-match influencers.

Exhibit 11-1
11-7

DEVELOP ACTION OBJECTIVES FOR A WINNING CAMPAIGN

ACTION OBJECTIVES
Generate leads for field or telemarketing salespeople Increase attendance at a trade show Increase distribution of catalogs Secure investment in company through sale of equities Generate sales

Exhibit 11-1
11-8

MEASURING ADVERTISING PERFORMANCE

THE MEASURE:
RECALL INQUIRES POSITION REACH

DETERMINED BY:
SURVEYS/FOCUS GROUPS CARD/COUPON RESPONSE, 800NUMBER RESPONSE PRE-AND POST-ADVERTISING ATTITUDE SURVEYS ESTIMATE YOUR READERS BASED ON TOTAL CIRCULATION/ READERSHIP AUDITS DIVIDE COST OF AD BY READERSHIP EXPRESSED IN 1000s
Exhibit 11-4
11-9

CPM (cost per 1000)

WRITING NEWS RELEASES: A CHECKLIST

IDENTIFY YOURSELF AND PROVIDE CONTACT INFORMATION PROVIDE A RELEASE DATE FOR THE NEWSPIECE USE WIDE MARGINS AND SPACINGS KEEP IT SHORT, ONE PAGE IS PREFERRED PROOF THE COPY DONT FOLLOW-UP ABOUT RECEIVING THE RELEASE DONT ASK FOR TEARSHEETS DONT PROMISE ADVERTISING FOR A FREE EDITORIAL SEND THANK YOU FOR RUNNING THE ARTICLE

Exhibit 11-5
11-10

TIPS FOR DELIVERING A WINNING NEWS RELEASE

1. 2. 3.

MAKE SURE YOUR SUBJECT IS NEWSWORTHY INCLUDE SAMPLES WHEN / WHERE / IF POSSIBLE PRODUCE 3-MINUTE DEMO DVD TO ACCOMPANY RELEASE

11-11

GENERATING FAVORABLE PUBLICITY

1. 2.

STAGE AN EVENT TO DEMONSTRATE A NEW PRODUCT DEVELOP PRESS (OR MEDIA) KITS THAT CONTAIN INFORMATION TO SUPPORT YOUR EVENT OR INTRODUCE NEW INFORMATION. KIT CAN INCLUDE SAMPLES, BROCHURES, AND KEY INFORMATION SPEAKERS BUREAUS FOR COMPANY PERSONNEL TO SPEAK AT CIVIC AND INDUSTRY EVENTS USE ARTICLE REPRINTS AS THIRD PARTY TESTIMONIALS
11-12

3. 4.

WHAT TRADE SHOWS MEAN TO BUSINESS TO BUSINESS

1. 2. 3. 4. 5.

BUYERS DEPEND ON TRADE SHOWS FOR INFORMATION AND DEMONSTRATION TRADE SHOWS PROVIDE OPPORTUNITIES FOR DIALOGUE TRADE SHOWS REACH NEW PROSPECTS TRADE SHOWS STRENGTHEN CUSTOMER RELATIONSHIPS TRADE PRESS RELATIONSHIPS CAN BE DEVELOPED
11-13

TRADE SHOW SELECTION QUESTIONS

Will the quality of the show audience be significant? Net Buying Influence is percentage of show audience that influences buying decisions Total Buying Plans is percentage of show audience planning purchases within next twelve months Will there be significant press coverage generated? Will there be a large number of competitors at the show? More is better. What is the type of show that best suits my needs? Trade Association Conventions For-Profit Shows Produced by Exhibition Companies Regional vs. National vs. Global Shows Horizontal vs. Vertical Shows
11-14

GETTING THE MOST FROM A TRADE SHOW

SELECT BEST TYPE OF SHOW TO FIT YOUR BUDGET AND OBJECTIVES DEVELOP A PRESHOW PROMOTION CAMPAIGN Direct mail, advertising, special invitations PLAN FOR SHOW MANAGEMENTThe attention getter, the message, the close COMPLETE POSTSHOW FOLLOW-UPLead followup, communication MEASURE EXHIBIT PERFORMANCECompare objectives to results, visitors and sales
11-15

SHOW MARKETING-STRATEGY ACTIONS

1. 2. 3.

PRESHOW PROMOTION MUST BE DONE direct mail, advertising, salespeople mentions, telemarketing, e-mail THE SHOW EXPERIENCE MUST BE MEMORABLE The attention getter gets people into your space, have a productive message, ask for action POSTSHOW FOLLOW-UP necessary for success and where actual sales may take place
11-16

BUSINESS TO BUSINESS ADVERTISING PROMOTION ACTIVITIES

OFFER TRADE ALLOWANCES PRODUCE COOPERATIVE ADVERTISING WITH PARTNERS DEVELOP TRADE CONTESTS PROVIDE INCENTIVES/BONUSES PROVIDE POINT OF PURCHASE DISPLAYS PROVIDE TRAINING PROVIDE SPECIALTY ADVERTISING PRODUCTS
11-17