By Robert Bly
Company to company Direct advertising is the single booklet that discloses how you can benefit from crucial weapon within the business-to-business marketer's arsenal: direct marketing.Loaded with realworld examples of ways the professionals constantly raise reaction and generate extra and higher leads, enterprise to company Direct advertising and marketing grants the suggestions to create and strengthen narketing communications that win each time. Veteran company marketer Bob Bly unlocks the secrets and techniques at the back of the seven key thoughts and strategies of busines-to-direct advertising. he's taking the reader step by step during the kinds of communications and media on the marketer's disposal. Bly indicates you the way to: reduce during the hype and get genuine advantages from advertising and marketing within the more recent digital media, together with the realm huge internet. raise the pulling energy of each print advert. Get extra inquiries and orders from each advert. Make your junk mail reaction premiums start. strengthen reaction from revenues brochures. Maximize orders from company catalogs. Create not easy and tender bargains that promote extra. make the most of postcard decks. Use press releases and have articles as direct reaction instruments. Generate leads from speeches and seminars. Create inquiry achievement applications that shut extra revenues. effortless to appreciate and use, enterprise to company Direct advertising is a gold mine of time-tested rules and strategies certain to produce extra ecocnomic communications with enterprise purchasers.
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Additional info for Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, Second Edition
Printed in the United States of America International Standard Book Number: 0-8442-3243-2 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 Page iii For my sons, Alex and Stephen Page v CONTENTS Preface vii Acknowledgements xi Part I Fundamentals of Effective Business-to-Business Direct Marketing 1 Strategic Differences Between Business-to-Business and Consumer Marketing 3 2 Tactical Differences Between Business-to-Business and Consumer Direct Marketing 25 3 Applying Direct Reponse Techniques to Business-to-Business Marketing 51 4 Target Marketing 99 5 Soft Offers 121 6 Hard Offers 147 Part II Business-to-Business Direct Marketing Tasks 7 Print Advertising 171 8 Direct Mail 185 9 Postcard Decks 209 Page vi 10 Sales Brochures 217 11 Catalogs 231 12 Press Releases 247 13 Feature Articles 261 14 Newsletters 275 15 Speeches, Presentations, and Seminars 287 16 Business-to-Business Marketing on the World Wide Web 297 17 Electronic and Audiovisual Media 311 18 Telemarketing 327 19 Trade Shows 353 20 Inquiry Fulfillment 369 Appendix: Resources 389 Index 397 Page vii PREFACE According to a recent cover story in Business Marketing magazine, annual business-to-business direct marketing revenues are now approaching $1 trillion.
Could you imagine the response coupon for such an ad? Yes, I'm interested in controlling pollution in my chemical plant. &2751 Please send me an XP-800 Wet Scrubbing System. Our check for $750,000 is enclosed. I understand that if for any reasonor for no reasonthe XP-800 is not for us, I may return the pollution control system, and you will refund our money in full. . This example is absurd, but it illustrates the point: Most business-to-business direct marketing seeks to generate a lead, not a direct sale.
Direct marketing consultant Ray Jutkins says three types of people are involved with business buying decisions: the user of the product or service; the influencer, who is usually someone higher up than the user; and the decision maker, usually an upper-middle or upper management person. Other buying influences that may be involved, according to Jutkins, include: the buyer, a purchasing agent, financial officer, or other person Page 19 from whom you actually get the purchase order; the initiator, who pushes for acquisition of the system or product; and the gatekeeper, usually an executive secretary or administrative assistant who protects the other buying influences you want to reach.