McGraw-Hill/Irwin
Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.
Chapter 11
Communicating
Via Advertising, Trade
Shows, and PR
REASONS TO ADVERTISE
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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 Media Plan
The Content of the
Message
The Channel of
Communication
OR
OR
What We Want
To Say
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
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•
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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-tomatch 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:
DETERMINED BY:
RECALL
SURVEYS/FOCUS GROUPS
INQUIRES
CARD/COUPON RESPONSE, 800NUMBER 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 11-4
11-9
WRITING NEWS RELEASES: A CHECKLIST
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•
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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 11-5
11-10
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
11-11
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 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
11-13
TRADE SHOW SELECTION QUESTIONS
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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
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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 followup, 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 BUSINESS
ADVERTISING PROMOTION ACTIVITIES
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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