Industrial Marketing Advertising


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Industrial Marketing Advertising

  1. 1. Role of advertising in industrial marketing <ul><li>Creating Awareness </li></ul><ul><li>Reaching members of buying centre </li></ul><ul><li>Increasing sales efficiency & effectiveness </li></ul><ul><li>Efficient Reminding </li></ul><ul><li>Sales Lead Generation </li></ul><ul><li>Supporting Distribution Channel Members </li></ul>
  2. 2. Few techniques of advertising in business magazines <ul><li>Visual Magnetism </li></ul><ul><li>Selecting The Right Audience </li></ul><ul><li>Inviting the Reader </li></ul><ul><li>Logical Sequence </li></ul><ul><li>Talking Person-to-Person </li></ul><ul><li>Emphasize the Service and Not the Source </li></ul><ul><li>Making the Ad Easier to Read </li></ul><ul><li>Reflecting the Company Character </li></ul>
  3. 3. Visual Magnetism Inject emotion into the visual. Readers are not robots. Use four-color for better results Concentrate on one idea in both the visual and the text.
  4. 4. Promising a Reward <ul><li>Make the promise as clear as possible in the buyer's mind. </li></ul><ul><li>Load the headline with promise. </li></ul><ul><li>Talk to readers like you're on their side, as if you're a consumer. </li></ul>
  5. 5. Selecting The Right Audience Use dramatic visuals that the target audience will immediately recognize. Include sub-photos that will intrigue the target audience, for example, the made-to-order window that conformed to the curvature of the hotel.
  6. 6. Selecting the Right Audience Coordinate the copy with the sub-photos. Leave readers with the clear impression that the advertiser stands for something.
  7. 7. Selecting the Right Audience Convince readers through the visual and text that the advertiser can solve a problem that no one else can. The headline and visual must connect.
  8. 8. Inviting the Reader Customize and personalize the copy so it will be quickly recognized by the target reader. Tell readers about some-thing they care about. Include a coupon to suggest you want some action. Add a prop—like an envelope, if it’s a direct mail product. Use the right words; speak their language.
  9. 9. Logical Sequence Intrigue the reader with a visual image. It helps if there's something unusual about it—an antique look, for example. A small, unique detail, like a banjo, can further draw the reader in. Draw readers into the headline that may attract them through wordplay, humor, or a dramatic promise.
  10. 10. Logical Sequence Concentrate on one good idea and say it with great imagination. Take the target audience where you want it to go through creativity and simplicity. Simple graphics and language can help the journey.
  11. 11. Talking Person-to-Person Don't rely on industry jargon; it means different things to different segments of the target audience.
  12. 12. Making the Ad Easier to Read Don't overload an ad with too many elements. Use white space liberally to create an elegant, understated look.
  13. 13. Emphasize the Service and Not the Source Run a series of ads or spots to demonstrate an advertiser's wealth of services. Use a case history that provides a real-life example of the advertiser serving a customer. Explain how your service translates into bottom-line benefits for the customer.
  14. 14. Emphasize the Service and Not the Source Involve the customer company from start to finish in ads that emphasize the service. Beware of the pitfalls inherent in using customer testimonials or case histories - some companies may be reluctant to participate.
  15. 15. Reflecting the Company Character Reflect the same creative style in print, direct mail and TV. Take a leadership role on an issue critical to the industry. Work closely with an &quot;evangelist&quot; on the client side to help champion controversial ads.
  16. 16. Industrial Advertising Media <ul><li>General Business and Trade Publications </li></ul><ul><li>Directory Advertising </li></ul><ul><li>Consumer Media </li></ul><ul><li>Direct Marketing </li></ul><ul><li>- Direct Mail </li></ul><ul><li>- Tele Marketing </li></ul><ul><li>- Catalogues and Data Sheet </li></ul>
  17. 17. Sales Promotion Methods <ul><li>Trade Shows/Fairs </li></ul><ul><li>Premiums </li></ul><ul><li>Incentives </li></ul><ul><li>Specialty Advertising </li></ul>
  18. 18. Publicity of Industrial Products <ul><li>Signed Articles help improving a company's technical image. </li></ul><ul><li>Signed articles extend the reach of sales engineers. </li></ul><ul><li>Signed articles are an important source of information to customers. </li></ul><ul><li>Signed articles appear in publications that are well read by customers. </li></ul>
  19. 19. Ways of Developing the Industrial Promotional Program <ul><li>Determine the communication objective </li></ul><ul><li>Identify the target audience </li></ul><ul><li>Determine the promotional budget </li></ul><ul><li>Develop the message strategy </li></ul><ul><li>Select the media </li></ul><ul><li>Evaluate the promotion’s results </li></ul><ul><li>Integrate the promotional program. </li></ul>
  20. 20. <ul><li>THANK YOU </li></ul>