Communication strategies & planning: Pull (MR, unit 6)

The 3Ps:

1. PULL strategy - to reach consumers
   
2. PUSH strategy - to reach channel members
   
3. PROFILE strategy - to reach all stakeholders

PULL - stimulate demand by encouraging consumers to pull products through the channel
DRIP
Differentiate - reposition and add value, so customer clear what brand means
Reinforce - remind lapsed customer of values and encourage to buy again
- reassure customers that recent purchase was wise
Inform - build awareness so when customer thinks of category, thinks of brand
- raise awareness at certain times: new variances, competitor entrants
Persuade - to behave in certain way (try, call for catalogue, collect tokens)

The ‘Strong’ theory assumes that advertising works by conversion [ads directly persuade consumers to purchase]; in contrast, the ‘Weak’ theory assumes advertising works significantly by reinforcement [create long-term memory & recall].

Strategy differs according to frequency of purchase:

• Routine - reinforce brand values, ensure high level of pack recognition at point of purchase
• Less regular - provide reassurance purchase is appropriate, use advertising to remind benefits of brand usage and advantages over competitors
• Infrequent - establish brand values, provide information on how it performs better than competitors

B2B & B2C strategies
B2C - common to use advertising & sales promotions
B2B - common to use personal selling

No buyer is more rational as decisions always taken by people.

B2B: The Decision Making Unit (DMU)

• Many people make decision
• Each may require different information: performance, financial, technical
• Product may be monitored for B2B needs
• Personal contact most common (often in-depth if big order or negotiations lengthy)

B2B: Possible marketing communications objectives:
create & maintain awareness, generate sales leads, pre-sell sales calls, contact minor members of DMU, build corporate & product images, communicate technical information, support promotional effort

Internet has transformed MC in B2B - extranets & intranets enable closer relationships
Personal selling most motivating BUT most expensive

B2B: Create & reinforce awareness

• Interval between purchases may be long so need to ensure cost-effective way of retaining contact & awareness
• Direct marketing may be most cost-effective solution:
• generate leads by maintaining contact
• create corporate & product awareness by tailoring messages to job functions
• pre-awareness of the proposition results in a more effective sales visit