12+ +industrial+communication+strategy

8/8/2019 12+ +Industrial+Communication+Strategy

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INDUSTRIAL INDUSTRIAL

PROMOTIONAL PROMOTIONAL

STRATEGYSTRATEGY



Communication ToolsCommunication ToolsConsumer MarketsConsumer Markets

ADVERTISING ADVERTISING

Sales PromotionSales Promotion

PERSONAL SELLINGPERSONAL SELLING

Direct MarketingDirect Marketing

PR/ PublicityPR/ Publicity



ommun ca on oo sommun ca on oo s

Industrial MarketsIndustrial Markets

PERSONAL SELLINGPERSONAL SELLING

Direct MarketingDirect Marketing

Sales PromotionSales Promotion

Advertising Advertising

PR/ PublicityPR/ Publicity



Communication ToolsCommunication Tools

Industrial MarketsIndustrial Markets

Exhibitions or EventsExhibitions or Events

Seminars and ConferencesSeminars and Conferences

Press ReleasesPress Releases

Editorial CommentsEditorial Comments

Feature ArticlesFeature Articles



Communication/Promotional tools

Personal Sellingsales calls

sales presentation

team selling

relationship marketing

Direct marketing

direct mail

telemarketingonline marketing channels



Communication/Promotional tools

Sales PromotionTrade shows or Exhibitions

Catalogues

Sales incentives (one kind of motivation for sales force & dealers)

Promotional novelties( gifts)

Seminars

Demonstration

Promotional letters

Entertainment



Communication/Promotional tools Advertising

Print mediaGeneral business publications (Business India, Business world, Business

Today)Trade journals (particular technology or industry, Security, Building,Hospital products)Industrial directories( yellow pages, business dairies)

Public relation and publicityPublic relations department typically located at the corporateheadquarters and deals with various categories of people, including customers,suppliers, shareholders, employees, press, legislators, government officials,and public interest groups. Company has to manage these groups in order to build a

good image.

Charitable donations Adopting villagesCommunity relations (club membership)News item and press



Basic Objectives of Basic Objectives of

CommunicationCommunication AwarenessAwareness

PerceptionPerception

EnquiriesEnquiries

Qualified LeadsQualified Leads



Uses of Industrial AdvertisingUses of Industrial Advertising

Create AwarenessCreate Awareness

Reaching buying influencersReaching buying influencers

Disseminate Information on ProductDisseminate Information on Product

Enhance Company·s ReputationEnhance Company·s Reputation

Generate Leads to Sales PeopleGenerate Leads to Sales People

Enhancing the sales callEnhancing the sales call

Increasing over all sales efficiencyIncreasing over all sales efficiency

To Reassure Consumers andTo Reassure Consumers and

Overcome Post Purchase DissonanceOvercome Post Purchase Dissonance

Supporting channel membersSupporting channel members



Identify the Target AudienceIdentify the Target Audience

Determine the Communication ObjectiveDetermine the Communication Objective

Determine the Promotional BudgetDetermine the Promotional Budget

Developing IndustrialDeveloping Industrial

Communication ProgrammeCommunication Programme



Develop the Message / StrategyDevelop the Message / Strategy

Select the MediaSelect the Media

Evaluate the Promotional ResultsEvaluate the Promotional Results

Integrate the Promotional ProgrammeIntegrate the Promotional Programme

Developing IndustrialDeveloping Industrial

Communication ProgrammeCommunication Programme



TARGET AudiencesTARGET Audiences ² ²

External or InternalExternal or Internal Existing CustomersExisting Customers

Potential CustomersPotential Customers

Past CustomersPast Customers

IntermediariesIntermediaries

External InfluencersExternal Influencers



AudiencesAudiences ² ²

External or InternalExternal or Internal External InfluencersExternal Influencers

-- PressPress-- Professional BodiesProfessional Bodies

-- Trade AssociationsTrade Associations

-- ConsultantsConsultants

-- AcademiciansAcademicians



AudiencesAudiences ² ²

External or InternalExternal or Internal Customer Facing EmployeesCustomer Facing Employees

-- Internal and ExternalInternal and External

Sales ForceSales Force

-- Service PersonnelService Personnel

-- Telephone OperatorsTelephone Operators-- ReceptionistsReceptionists

-- SecretariesSecretaries



PROMOTIONAL BUDGET

Companies are facing the question as how much to spend onpromotion or what should be the promotional or communicationsbudget.

There are four common methods used to set a promotion budget. Are as follows

Affordable Method: company thinks what can afford

Percentage of sales method: certain percentage of sales set apart for promotion

Objective & Task Method: task involved in achieving theobjectives & estimating the costs to perform the tasks.

Competitive Parity Method: the budget is set at that level whichmatches the promotional expenditure of the competitors.



Developing the Message strategy

What says it ( message to say) ( content) How to say it logically (Message structure)

How to say it symbolically (Message format)

Who should say it ( Message source)

The decisions regarding message content, message

structure, message format and message source areinfluenced by certain factors in the businessenvironment like cultural factors, legal factors,customer characteristics and buyer behavior.



Media selectionPrint media

Business magazines,Trade publications,

Industrial directories

Direct Marketing

direct mail,( promotional letters, catalogues, audiotapes, videotapes, and computer diskettes)

Telemarketing,( for lead generation)Catalogs and

Data sheets( techy information, benefits, photographs, competitive informationfor comparison)

Electronic Media

E-commerce: Internet advertising like online marketing channels: database

search, bulletin board, product support, online shopping.internet users can send email, access information, use the company website tosearch data and shop for products.

Television and Radio normally uses to create a demand among the customers sothat derived demand arises.



Evaluation of AdvertisingWhile evaluation of advertising pre-testing and post-

testing has to be done on the following key areas.Pre testing Post testing

Markets : Measure reaction of message Measure changes in awareness

Motives : Product benefits appeal to them Measure motives did purchase occur

Messages: What message says & how well it said Determined if ad was seenremembered, believed

Media: Determine the best combination of media whether media used effective inreaching audience

Scheduling: Determines reach, frequency & continuity Determines if schedule was effective.

Budgeting: Determine the optimum level of expenditure Evaluates effectiveness of budgetingusually done through computer simulation strategy

Over all results evaluates whether objectives were achieved. Determineswhether to continue or change, and how much to

spend in the future



Integrate the promotional programme

The basic objective in integrating the variouscommunication tools is to provide clarity, consistency,maximum impact and the cost effectiveness to thecompanys communication plan. To achieve this objective,the following points are suggested

The company should appoint a head of communication

The company should build a database by measuring theresults of promotional plan in relation to the goals, cost effectiveness and the message consistency

Conduct the training programmes for all the handlingvarious communication tools so that they think of integrating the promotional communication programme.



Use of sales promotion in IM Trade shows

Setting specific objectives Reaching the target audience Allocating funds Premiums, incentives and specifically advertising

( Ballpoint pens, calendars, cigarette lighters,base ball caps or gifts to the prospects)

Use of publicity in Industrial Market:

Publicity gives high credibility and low cost, its an effectivepromotional tool. When favorable editorial material(articles) about a company or product placed in the media,it generates sales leads and brings better relationship withcustomers.



Thank YouThank You

12+ +industrial+communication+strategy

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