EXPRO 84 – Subcontracting9 – 14 November 2009, Rotterdam, NL

Promotional Instruments

The Situation

Using modern media Exporters are in an excellent position to promote their products in the European Union

Unfortunately their resources are often limited by time, money and access to the right information.

Due to these limited resources Marketing Managers are forced to plan their promotion activities very well.

What to promote?

The product?The consumption ?A life style ?

The Targets

o Official and Formal Institutionso Business, Industries and Trade Sectorso Private Organisationso Citizens / Private End Consumers

Effects onthe target

small / big

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The Goals

What are your promotions objectives?

Push Sales?Improve Image?Improve Reputation?Create Awareness?Find Partners / Customers?Show Opportunities?Create Interest?

The Plan

•Define what goal you want to reach or what reaction you want to cause

•Decide to whom you will communicate•Define your message •Define how you will do it•Define what media you will use•Define when you will do it

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Other Actors

Other actors that can help you to promote your products?

Other Actors Using Marketing AgenciesCostsKnow how to reach the clientAware of local / cultural aspects, sense &

tasteKnow how to formulate the message

Pay special attention to:• A good and detailed briefing of the agency• Check out different agencies / proposals, you

may find big differences in prices.

The Tools

What tools do you know?

The Tools

What tools do you know?

1. Mailings2. Brochures, CD

Rom & Catalogues

3. Web Site4. Trade Fair5. POS Promotion6. Show Room

Discuss:•Pros & Cons•When do you apply•Groups experience oropinion on effectivenessin Automotive

10:00

Promotion Tool:

Mailings

Mail & Direct Mail

Relatively cheap way of promotionbut generally very low response

If you manage to define your target well, response rate goes up significantly.

Challenge: Open the envelope

=> Choose the recipients well, get to know them and make mailing groups by common interests and needs

Promotion Tool:

MailingsElectronic Mail & Direct Electronic Mail

Cheap or no specific costFast and simple to realizeLow response rateSPAM-Filters

Define your target

Challenge: pass the SPAM filter & open the mail

=> Choose the recipients well and know their actual needs and interests. Do not SPAM, watch your reputation, blend promotion with news or useful information for free (reports, trend analysis..)

Promotion Tool:

Brochures•Format: A4 is standard, number of pages depends on

what to promote, but should not be too comprehensive.•Material: Adapt design and quality to what you are

promoting•Content: Focus on Benefits, Illustration in good quality

and colours adapted to CI•Front Page establishes the Image: 5sec Impression• Inside: relevant static information, leaflets for fast

changing information•Helpful: Testimonials or Quality Control Images •Language: Adapted to national language is “must”

And remember: If you send it to a prospect, it is nothing more than a simple mailing

Promotion Tool:

CD-ROMModerate costsReplaces or includes video presentationsMultimedia as eye catcherTime saving: Searchable DatabaseEasy Storage, higher throw-away barriers than paperwork Placed inside the Brochure or substitutes the brochureDisadvantage: Don’t see / browse it instantlyChallenge: Open CD when you are in your office

=> Give the recipient a testimonial of what he will find on the CD, offer a USP and generate interest

And remember: If you send it to a prospect, it is just a little bit more than a mailing

Promotion Tool:

CatalogueDoes not have dynamic content as a CD-ROM, but could be seen instantly and everywhereMore expensive in production and distributionNo changes possible once it becomes obsolete. (CD-ROM: easy updating)Is usually opened (and stored) by the recipient, if not, check needs / interests in your mailing list profile.

Challenge: Must come to the right desk

And remember: If you send it to a catalogue, it still remains a mailing

Promotion Tool:

Mailings in General

Whatever you send to your clients, it always is nothing more than just a mailing.

But the best chances that YOUR mailing will be opened you have when ...

waiting

Promotion Tool:

Web-SiteThe really big difference is .. the attitudebecause he actively comes to your site.This means he has a need or interest and he thinks he might get what he wants from your site: Open Minded Visitor .. Don’t let him down

Challenge: Make him visit your site … and get him coming back frequently

The site itself: fast connection, dynamic content, CMS, free login for advanced information, up to date, easy to browse, added value, direct links & search engine entries, ask for feedback, offer helpdesk & digest

Promotion Tool:

Webvertising•Pay per click•Strategic banner positioning•Do not expect a too high response rate•Cheaper that printed ads•Requires cost control•Ask for details reports

Promotion Tool:

AdvertisingExpensive, so…•Check cost per contact•Check quality of contacts•Define exactly when and where to advertise•Define period, remember an ad in a daily

newspaper is fly-by-night

Pay special attention to the target group: who is going to read the media (newspaper, magazine…)

Ads in mass media: very expensive, so make sure that you have the right product / service / offer for your audience. Example: Tourism, daily “branded” product (Jamaica Rum?)

Your ad here

Promotion Tool:

POS-PromotionCooperation with Exporter and Store Limited resources: time, testimonials, human cap.Gives good resultsAllows feed back

•Limited effect: only in attended area

•Requires strategic position in POS

Promotion Tool:

Trade FairsMost effectiveMost expensiveProject planning requiredFind the right event Find the best exporterPrepare your show wellDo after sales / evaluation

Foto: Logistica, Germany

Promotion Tool:

Show Room

Moderate cost / effect relationshipImprove corporate & country image“Small fair” conceptConnect with social eventInvite key clients

Ask you ESE!!

Promotion Tool:

Personal Sales

Most EffectiveMost Expensive (cost per contact)Only for Key acquisition

- Networks- Opinion Leaders- Joining Missions- Social Events / Receptions / Cocktails- Phone Conversations- Fair Participation- Letters of Recommendations- Seminars- Certificates