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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

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 THE FOUR KEY
ADVERTISING OBJECTIVES

Positioning
Action Objective
Objective

Performance Audience
Objectives Objectives

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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.

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 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

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 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

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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

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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

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 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

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 FUNCTIONS OF TRADE SHOWS

• SEE EXISTING CUSTOMERS

• DEVELOP NEW CUSTOMERS

• STRENGTHEN MEDIA RELATIONSHIPS

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 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
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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
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 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 MANAGEMENT—The attention getter,
the message, the close
o COMPLETE POSTSHOW FOLLOW-UP—Lead follow-up,
communication
o MEASURE EXHIBIT PERFORMANCE—Compare
objectives to results, visitors and sales

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