Download outbound marketing inbound marketing

OFFLINE PROMOTION
MIX
Laszlo Klucs - CBI
OUTBOUND MARKETING
Outbound marketing is a
strategy in which a business
promote their products and
services by presenting
information to consumers
even if they are not looking
for those products or services.
Commonly referred to as
“interruptive”
AT THE HEART OF
PROMOTION
INBOUND MARKETING
Inbound marketing refers to
marketing activities that bring
visitors in, rather than marketers
having to go out to get prospect’s
attention. Inbound marketing
earns the attention of
customers, makes the company
easy to be found and draws
customers to the company by
producing interesting content.
Outbound v.s Inbound Marketing
WHY OFFLINE PROMOTION?
OFFLINE PROMOTION MIX
1
Build a professional network of contacts
2
Promote your online presence
EU buyers like to meet you in person
PROMOTION MIX
1
ADVERTISING: Presentation and promotion of ideas, goods, or
services by an identified sponsor. Examples: Print ads, radio,
television, billboard, direct mail, brochures and catalogs, signs,
in-store displays, posters, motion pictures, Web pages, banner
ads, and emails.
PROMOTION MIX
2
SALES PROMOTION: pre-defined advantages and benefits
offered for a limited period of time to stimulate market
demand for services or products. Mostly used in retail and B2C.
PROMOTION MIX
PROMOTION MIX
3
PERSONAL SELLING: A process of helping and persuading
prospects to purchase a good or service or to act on any idea
through the use of an oral presentation. Examples: Sales
presentations, sales meetings, sales training and incentive
programs for intermediary salespeople and samples.
PROMOTION MIX
DIRECT MARKETING: a form of advertising that allows businesses
to communicate directly with their customers.
The difference between advertising and direct marketing is that in advertising the
potential customers should FEEL something about the product or services while in
direct marketing the potential customers are required to DO something.
4
Characteristics:
•targeted with a database of potential customers and their
relevant data.
•the messages are addressed directly to this target market.
•call - to- action
•traceable, measurable responses, results and costs related
5
PUBLIC RELATIONS: Paid stimulation of market demand for
a product, service, or business unit by planting significant
news about it or a favorable presentation of it in the
media.
Examples: newspaper and magazine articles/reports, TVs
and radio presentations, charitable contributions, speeches
and presentations at seminars and conferences, blogging,
social media marketing
Examples: e-mail marketing, telemarketing, social media
marketing
What about
EVENTS
Trade fairs
Conferences / seminars
B2B matchmaking
Business dinners, sport tournaments, networking events, Service/product launches, customer
retention parties, charity functions, press conference, receptions, incentive events (journalists),
sponsorship, partner with BSOs,
Material/Tools/Methods/People you need
THE MECHANICS
NO!
KEY QUESTIONS:
TIME TO WORK
CAN IT BE USED/RELEVANT?
CAN THEY BE LINKED/REUSED?
TOOLS/METHODS TO BE USED?
RELATED CONTENT?
WORK ON YOUR ACTION PLAN:
Most important EU events?
Offline promotion mix elements?
Tools, people and content to
be reviewed or created?
Laszlo Klucs
Senior Consultant,
Software Services & Outsourcing
e: [email protected]
w: www.prodea.nl