A Business-to-Business Advertising Primer

Many business-to-business marketing efforts are primarily centered on direct sales and some also utilize telemarketing programs (the telemarketing industry is shifting and rules must be adhered to regarding the do not call list). Advertising is useful to develop leads, expand your target market list, increase visibility and increase direct inquiries from potential business customers.

The following are some advertising mediums to review. As with all advertising, it is important to track the response and be aware of what works best for each company. Be sure to target the design and wording of each advertisement towards the target market.

Direct Mail - A direct mail campaign allows businesses to target their potential customers as specifically as possible with the use of clean, updated lists and direct mail pieces created for a specific audience. Consider the type of industry (target those most probable to respond), size of companies, sales, or location(s) when obtaining lists. Keep direct mail lists clean with constant updating. A personal contact at each business increases the success rate.

Magazines/Trade Journals - There are many magazines available; concentrate efforts on trade journals that your business audience reads or advertises in. A full-page ad is not always necessary; just create a noticeable ad attracting your specific audience. Track results before placing all advertising funds in trade journals.

Radio - A business-oriented station or programs that attract business listeners is what successful marketers will look for. This type of advertising is useful if your product or service is unique yet has a broad base business appeal. General advertising placement on local stations is not an effective use of advertising funds.

Yellow Pages - Service businesses generally find great success utilizing the yellow pages for advertising.

Newspaper - Overall, newspapers are not considered high-impact for business-to-business advertising. The medium is not directed to specific business markets; especially small town papers. If a business insists on placing an ad in the newspaper, the business section or a business-oriented newspaper is where to place an ad. Effectively targeting specific markets is difficult with newspaper advertising.

Television - Television advertising is highly visible if purchased in large amounts and during popular time slots (which is expensive). Expensive and professional TV production and placement is best for national advertisers. Small business-to-business companies can utilize funds more efficiently in other mediums with better results.

Outdoor - Billboards and transit advertising is not a good choice in most business-to-business marketing efforts. The audience is random and is directed at the general public. 

2004 Trend Watch

Every day brings change in the marketplace; group preferences, world events, economic shifts, lifestyle changes, new interests and human responses to society that affects the market place.
Trends are in response to changes in society; for example, when a "group conscious" grows, a demographic group moves to a new stage in life (ie: the aging of baby boomers) or new needs are created. These trends change and force businesses to meet the demands of the market and ultimately make profits. A basic in business is to create a supply in line with demand.

Trends to watch in 2004
Telecommuting
Although telecommuting has been coming on strong since the mid to late 90's, many more companies are turning towards the option of allowing their employee to “telecommute” or become a “virtual employee.” A telecommuter is an employee who spends some of their time working outside of the office.

While it seems smaller companies, who prefer to stay more in touch with individual employees, would be more willing to experiment with telecommuting, it has also proven to be a way of business on the larger end of the scale. The International Telework Association and Council's (ITAC) Telework America 2000 Survey finds that 35,000 AT&T employees telecommute while 56% of managers telecommute once a month, 27% one day a week and 11% telecommute 100% of the time.

There are obvious advantages of telecommuting, such as saving on operating costs, increased productivity which cuts absenteeism which in turn results in reduced turnover. Telecommuting also has environmental benefits. Working form the home cuts down on traffic congestion and released vehicle emissions, which can be tied to Bill Clinton's Clean Air Act signed in 1995.

While the advantages of not packing a sack lunch sound enticing, be aware of the disadvantages. As a boss or manager you'll need to keep in mind what motivates a person to work. There will be less structure outside of the work office. Are you sure your new “telecommuter” can be counted on to perform their duties? Also the line between work and home can become very thin for some people.

Other trends to watch:

Enrichment programs in response to parents wanting their children to have fun and prepare for a good education.

Kids’ Fitness programs in response to the rising obesity rate in children.

Technology (training and support) as families are more and more dependent on their technology for home-management, education and leisure.

Tax preparation in response to the increasing technology explosion and ever-changing tax law.

DIY Home Improvement is in response to the importance of family and the home sweet home mentality.

It is important to be aware of your industry and business trends to stay on top of your customer’s needs.

Sales are the life line of business. There are a wide variety of marketing strategies to utilize that will increase sales. This MCS Marketing Minute will briefly review how to grab your reader’s attention through direct mail campaigns and individual letters to customers or potential clients. Direct mail campaigns are a basic avenue for many businesses to capture new business, increase customer retention and expand sales to existing customers via “upselling messages”.

Sales letter tip: Get Your Reader’s Attention
Standing out from the clutter of mail is crucial. There are a number of ways to cut through the clutter to increase the chances of getting through to potential customers.

The following are a few basic Attention Getting Tips to consider:

• Consider using unique paper, design, color or offer on the envelope to capture the attention of the reader. The first goal is to have the reader actually OPEN your letter.

• The hurdle of gaining your reader’s attention is not complete if you cannot get the letter to be read. People have a very short attention span. If you do not capture the reader’s attention in the headline, your letter is likely to be filed into the wastebasket. Give them the information they are looking for upfront, spark their interest, and tell them something they always wanted to know.

Attention-getting wording for headlines:
" HOW TO………"
A headline beginning with "How To….." is an effective attention-getter; people like to learn how to do things; it provides them a benefit. Remember, the benefits are more important to customers than features.

" SECRETS OF …………..REVEALED!"
People want to know about "insider secrets". Many believe "knowledge is power", seeking knowledge is important to people. Generally, those with more information feel more powerful. Most people enjoy knowing things that only a few are privy to. The word "secret" eludes to a mystery and many are fascinated with solving mysteries when the "secret" is used.

" WARNING: DON’T EVEN THINK OF …….. UNTIL YOU……."
One of the most motivating emotions is fear. This headline appeals to fear and demands attention. Just the word "warning" many times receives a response of hesitation and alertness to read the message (to avoid loss or danger).
There may be other words that grab your reader’s attention; use the words that have punch when writing a letter or marketing message to get the attention you deserve.

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