B-to-B Marketing: Word of Mouth, Events, Seminars

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Presentation from LFA Educational Seminar on 9/29/10

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B-to-B Marketing: Word of Mouth, Events, Seminars

  1. 1. B-to-B Marketing: Word-of-Mouth, Events & Networking<br />For<br />
  2. 2. WOM Starts With WOW<br />The Basics<br />
  3. 3. How Do They Talk? Listen?<br />The Basics: Data<br />
  4. 4. Data Drives Decisions<br />The Basics: Data<br />
  5. 5. Set Your Goals<br />The Basics: Planning<br />
  6. 6. Act<br /><ul><li> Direct mail
  7. 7. Personal contact
  8. 8. Promotions
  9. 9. Incentives
  10. 10. Point-of-sale advertising
  11. 11. Placement
  12. 12. Coupons
  13. 13. Telemarketing
  14. 14. In-home
  15. 15. Extended trial
  16. 16. Sales call
  17. 17. Special event</li></ul>Believe<br />Plan for Action<br /><ul><li> User-generated content
  18. 18. WOM
  19. 19. Samples
  20. 20. Trial periods
  21. 21. Demos
  22. 22. References
  23. 23. Case studies
  24. 24. Proposals
  25. 25. Sales presentations
  26. 26. Social shopping
  27. 27. User forum/portal
  28. 28. Trial period</li></ul>Understand<br />Know<br /><ul><li>Online Forums
  29. 29. Trial periods
  30. 30. Demos
  31. 31. References
  32. 32. Case studies
  33. 33. Sales presentations
  34. 34. User guides
  35. 35. Podcasts
  36. 36. DVD/You Tube
  37. 37. Diagrams/ charts
  38. 38. Instructions
  39. 39. Webinars
  40. 40. White papers
  41. 41. Videos</li></ul>Aware<br /><ul><li> Collateral
  42. 42. Brochures
  43. 43. Sell sheets
  44. 44. Fliers
  45. 45. By-lined articles
  46. 46. Speaking engagements
  47. 47. Blog posts
  48. 48. Social networks
  49. 49. Networking events
  50. 50. Tradeshows
  51. 51. Open houses
  52. 52. Business cards
  53. 53. Follow-up letters
  54. 54. Website content
  55. 55. Collateral
  56. 56. WOM
  57. 57. Coupons
  58. 58. Direct mail
  59. 59. Press coverage </li></ul>Unaware<br /><ul><li> WOM
  60. 60. Mass advertising
  61. 61. Press releases
  62. 62. Tradeshows/ Events
  63. 63. Networking/ Referrals
  64. 64. Social Media</li></ul>The Basics: Planning<br />
  65. 65. Orchestrate the Strategy<br />The Basics: Planning<br />
  66. 66. Connectedness<br />Word of Mouth/Referral<br />
  67. 67. “Unique Ways”<br />Word of Mouth/Referral<br />
  68. 68. “Authentic Stories”<br />Word of Mouth/Referral<br />
  69. 69. “Nurture Strong Ties”<br />Word of Mouth/Referral<br />
  70. 70. “Make it Fun & Compelling”<br />Tradeshows<br />
  71. 71. Linear/Outbound<br />Create online hub for benefits& marketing message(s)<br />Request assistance from fans/influencers<br />Ask for help/ participation in promoting<br />Create discussion around the topic<br />Identify influencers & fans<br />“Promote Appropriately”<br />Finalize event agenda<br />GOAL <br />SETTING<br />Determine benefitsfor audience(s) & create marketing message(s)<br />Identify media to match the target audience(s) & associated deadlines<br />Develop appropriate materials for the media w/ messages<br />Send materials per the media preferences <br />Follow-up as needed<br />Ask the market to define the event agenda, dates, locations, etc.<br />Search for related online discussions & participate<br />Respond to requests/ engage registrants<br />Monitor discussions & prepare for VIP treatment<br />Create new channels as needed<br />Finalize event agenda<br />Dispersive/Engaged<br />Hosted Events<br />
  72. 72. “Provide Value”<br />Hosted Events & Networking<br />
  73. 73. “Be Open & Look for Openings”<br />Networking<br />
  74. 74. “Choose Kindness”<br />Networking<br />

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