You are on page 1of 14

11-1

Chapter Eleven

Communicating with the Market


Advertising, Public Relations,
and Trade Shows
McGraw-Hill/Irwin Copyright 2006 The McGraw-Hill Companies, Inc. All rights reserved.
THE TWO ELEMENTS
OF ADVERTISING STRATEGY

The Creative Plan The Media Plan

The Content of the The Channel of


Message Communication

OR OR

What We Want How We Will


To Say Deliver What We Say

11-3
THE FOUR KEY
ADVERTISING OBJECTIVES

Positioning
Action Objective
Objective

Performance Audience
Objectives Objectives

11-4
DEVELOPING 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.

11-5
DEVELOPING 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

11-6
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


11-7
MEASURING ADVERTISING PERFORMANCE

THE MEASURE: DETERMINED BY:


RECALL SURVEYS/FOCUS GROUPS
INQUIRES CARD/COUPON RESPONSE, 800-
NUMBER RESPONSE
POSITION PRE-AND POST-ADVERTISING
ATTITUDE SURVEYS
REACH ESTIMATE YOUR READERS
BASED ON TOTAL
CIRCULATION/ READERSHIP
AUDITS
CPM (cost per 1000) DIVIDE COST OF AD BY
READERSHIP EXPRESSED IN
1000s
11-8
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


11-9
TIPS FOR DELIVERING
A WINNING NEWS RELEASE

1. MAKE SURE YOUR SUBJECT IS


NEWSWORTHY

2. INCLUDE SAMPLES WHEN / WHERE / IF


POSSIBLE

3. PRODUCE 3-MINUTE DEMO DVD TO


ACCOMPANY RELEASE

11-10
FUNCTIONS OF TRADE SHOWS

SEE EXISTING CUSTOMERS

DEVELOP NEW CUSTOMERS

STRENGTHEN MEDIA
RELATIONSHIPS

11-11
WHAT TRADE SHOWS MEAN TO
BUSINESS TO BUSINESS

1. Buyers depend on trade shows for


information and demonstration
2. Trade shows provide opportunities for
dialogue
3. Trade shows reach new prospects
4. Trade shows strengthen customer
relationships
5. Trade press relationships can be developed
11-12
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
11-13
GETTING THE MOST
FROM A TRADE SHOW
o SELECT BEST TYPE OF SHOW TO FIT YOUR
BUDGET AND OBJECTIVES
o DEVELOP A PRESHOW PROMOTION CAMPAIGN
Direct mail, advertising, special invitations
o PLAN FOR SHOW MANAGEMENTThe attention
getter, the message, the close
o COMPLETE POSTSHOW FOLLOW-UPLead follow-
up, communication
o MEASURE EXHIBIT PERFORMANCECompare
objectives to results, visitors and sales

11-14