Business to BusinessMarketing Collateral

Final ProjectPatti Bowes

University of St. Thomas

Business to Business Marketing

Targeted customer audience to reach

Limited budget means choosing effective communications

Major part of budget is collateral Collateral is non-advertising material Usually for use by sales staff

Which type of collateral to choose?

Choices of Collateral

There are now more choices of media to use for collateral or sales support material. Brochure E-Mail Web site Compact Disk

Brochure - the traditional choice

Advantages

TraditionalCreative ControlEasy to shareCan show breadth and depth of line

Disadvantages

Material ages

Costly to reprint

Looks old fashioned?

New electronic media

Or should I use one of the new electronic media?

Like:

E-Mail

Advantages

Inexpensive to distribute

Easily updated

Can contain links to web site

Disadvantages

Computer virus fears

Easy to delete

Computer and design compatibility

Web Site

AdvantagesCan include action and visualsUpdated easilyAvailable to all Internet usersCan contain almost unlimited amounts of information

Disadvantages

Must be at Computer to view

Ease of viewing depends on users access speed

Navigation must be easy to follow

Compact Disk

Advantages

Very new age

Can be interactive

Can produce TV quality commercials

Disadvantages

Costly to produce and make changes

Take time to view

Must be at computer to view

Topic Question

Is there a preferred way for business buying decision-makers to receive marketing material?

Who Was Surveyed?

Three different groups were asked for their preferences. The same survey was sent by U.S. mail and e-mail. Twin Cities business executive networking group,

surveyed by e-mail (300 e-mail) Dun & Bradstreet mailing lists, executive

Manufacturing $5 Million in sales(100 mailed) Manufacturing $150 Million in sales (100 mailed)

Who Replied?

Of the total 500 surveys sent out. There are 92 replies which is an 18% response rate.

39 replies from 300 sent by e-mail to Minnesota business executive group

52 replies from 200 sent by U.S. mail to manufacturing executives

Replies by Job Position

Purchasing3%

Finance27%

Operations31%

Mkt/Sales18%

CEO18%

Other3%

Replies by Age

Information about respondents

95% have Internet access at desk

98% receive new product information

Conclusion:

Reached a good test audience

Format Preferences

Format Chosen 1st

Brochure33%

Email31%

Web Site35%

CD1%

Ease of Sharing

Email41%

Brochure27%

Print Web2%

Web Address

30%

Which Format Is Preferred?

There is no clear choice of format Means freedom to choose from the top 3 picks.

The 3 top choices in both preferred format and ease of sharing with others are: Web Site E-mail Brochure

Compact disk eliminated as an option

E-mail Advertising

53% yes would like to receive advertising by e-mail.

71% No to unrequested e-mail

Strong indication for opt-in only

Web Site

67% Found Web Sites “very” useful for getting information.

Direct Mail Advertising

72% Felt direct mail advertising was useful or at least neutral.

Conclusions

Accept using electronic media of: Web Sites E-mail

Still accept brochuresWant control over use of e-mailAccept direct mail advertisingBusiness executives using electronic media

Questions?

Thank you for coming

Patti Bowes