The one who laughs last, laughs all the way to the bank.
Testing
Business-to-Business Programs for Marketing and Sales within Companies, Services, and Practices
These externally directed promotional programs are designed to garner a response, either initially or over a period of time. The objective may be five-fold – introduce company/representative/products, generate enough client/customer interest to schedule an appointment or obtain a referral, trail or test the product or service, submit a proposal, and obtain a sale or contract for services. Often-times, working in tandem with other promotional means, the promo-incentive portion of a program may include:
Unique product-solution tied announcements and special offers, invitations to seminars, events, trade-shows, and hospitality suites that may include sweepstakes entries, game pieces, or contests that preclude representative-customer interaction, and loyalty building redemption programs. Efforts may also be directed to multiple levels within and organization – introduction of solutions on a high level to senior management and then gain-access and follow-through with mid-level decision makers.
A full range of promotions, incentives, and thank-you reminders may be used.
Also, see Businesss-to-Business Program Selections and Program Planning Template.Program Examples
Simple Program
Objective: Schedule an appointment for presentation with person responsible for approval and blessing of Professional Services Contract.
Program Type: A memorable, attention getting themed direct mail introduction that impresses the recipient with the cleverness and originality of its concept and creation, but equally as well, displays an understanding on the part of the service for the potential client’s business. This introductory promotional piece creates the idea in the mind of the recipient that this service may help my organization; it is one whose capabilities and consul I should investigate.
Theme: Top-tier consulting brings superior industry knowledge
Slogan/Memory Hook: IDEA L s for Sale
Materials: A unique three-dimensional direct mail piece that briefly introduces the firm but also stands out for its appropriateness to the market, its understanding of the client’s needs, and motivational impact to communicate that this is a company that merits review.
Branded Promotional Items: These items can be highly individualized, such as: a soaring, cut-paper eagle delivered to investment firms – kean-sighted overview helps focus on investment decisions, a simulated gold-plated ear of corn for the Pork Producers Association, a personal, high-tech desktop fan for a software product named Breeze, or a miniature replica of a hot air balloon along with a boarding pass, hand delivered to a major commercial real estate developer by an aerial photography company, redeemable for an actual balloon ride.
Extended Program
Objective: Over a three month period, introduce, generate awareness, demonstrate, and make a trial installation in key upscale track homes and mid-price custom homes of a new, easy-to-install wireless lighting system.
Program Type: A multi-part Business-to-Business program features an combination public relations, media, advertising, and direct mail program supported by promotional products that build interest on the part of the media, home builder and end consumer.
Theme: Increased appeal and profit for builders through the introduction of a lighting system that delivers a new level of lifestyle quality and security for the middle-market homeownwer. Ignite home sales and light-up your homebuyers faces when they find out how they can inexpensively add an up-scale feature to their new home.
Slogan/Memory Hook: Lightstyle for All Occaisions
Materials: Lighting System presentation jacket and overview brochure detailing the advantages, benefits, features, and installion process of the lighting system. Individual lighting system product sheets. Wireless demonstration unit. Direct mail teaser featuring turn-on and switch to Lifestyle lighting for your homes.
Promotional Items: Key-bob light with key that opens a door to a prize and lighting system demonstration. Branded Gold-plated Light bulb. Branded 3-D pop-up of home that lights up and delivers a short message when removed from its delivery package.
Note: Branded items are also available for purchase.
Business-to-Business Program Templates — Use a program template that assists you in the selection of your promotional and incentive items and helps guide you through the design and entry of your own program elements. If you choose, the promotional criteria that you enter can be available to you for various periods of time.
Personalized Service for Specialty Products
Take advantage of quick turn-around on custom silk screening and dye sublimation printing and imprinting of your specialty products.
Call or email David Merton to promote your image and build your brand. Image!Mart Dallas 972.754.5992 david@imagemartdallas.com
