McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.

Chapter 11

CommunicatingVia 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 ELEMENTSOF ADVERTISING STRATEGY

The Creative Plan The Media Plan

The Content of theMessage

OR

What We WantTo Say

The Channel ofCommunication

OR

How We WillDeliver What We Say

11-4

ADVERTISING STRATEGY DEVELOPMENT

• DETERMINE ADVERTISING OBJECTIVES

• DETERMINE THE CREATIVE PLAN

• SELECT MEDIA

• MEASURE ADVERTISING PERFORMANCE

11-5

THE FOUR KEYADVERTISING OBJECTIVES

PositioningObjective

Action Objective

AudienceObjectives

PerformanceObjectives

11-6

DEVELOP POSITIONING OBJECTIVESFOR 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 OBJECTIVESFOR 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: 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

Exhibit 11-411-9

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

• DON’T FOLLOW-UP ABOUT RECEIVING THE RELEASE

• DON’T ASK FOR TEARSHEETS

• DON’T PROMISE ADVERTISING FOR A FREE EDITORIAL

• SEND THANK YOU FOR RUNNING THE ARTICLE

Exhibit 11-511-10

TIPS FOR DELIVERINGA 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

11-11

GENERATING FAVORABLE PUBLICITY

1. STAGE AN EVENT TO DEMONSTRATE A NEW PRODUCT

2. DEVELOP PRESS (OR MEDIA) KITS THAT CONTAIN INFORMATION TO SUPPORT YOUR EVENT OR INTRODUCE NEW INFORMATION. KIT CAN INCLUDE SAMPLES, BROCHURES, AND KEY INFORMATION

3. SPEAKER’S BUREAUS FOR COMPANY PERSONNEL TO SPEAK AT CIVIC AND INDUSTRY EVENTS

4. USE ARTICLE REPRINTS AS THIRD PARTY TESTIMONIALS

11-12

WHAT TRADE SHOWS MEAN TOBUSINESS 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

11-13

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 Shows11-14

GETTING THE MOSTFROM 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 MANAGEMENT—The attention getter, the message, the close

• COMPLETE POSTSHOW FOLLOW-UP—Lead follow-up, communication

• MEASURE EXHIBIT PERFORMANCE—Compare objectives to results, visitors and sales

11-15

SHOW MARKETING-STRATEGY ACTIONS

1. PRESHOW PROMOTION MUST BE DONE - direct mail, advertising, salespeople mentions, telemarketing, e-mail

2. THE SHOW EXPERIENCE MUST BE MEMORABLE – The attention getter gets people into your space, have a productive message, ask for action

3. POSTSHOW FOLLOW-UP – necessary for success and where actual sales may take place

11-16

BUSINESS TO BUSINESSADVERTISING 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