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Strategies

B2B branding

B2B branding is different from B2C in some crucial ways, including the need to closely align corporate brands, divisional brands and product/service brands and to apply your brand standards to material often considered “informal” such as email and other electronic correspondence. It is mainly of large scale when compared with B2C.

Product (or service)

Due to the fact that business customers are focused on creating shareholder value for themselves, the cost-saving or revenue-producing benefits of products and services are important to factor in throughout the product development and marketing cycles.

Target market

Quite often, the target market for a business product or service is smaller and has more specialized needs reflective of a specific industry or niche A B2B niche, a segment of the market, can be described in terms of firmographics which requires marketers to have good business intelligence in order to increase response rates. Regardless of the size of the target market, the business customer is making an organizational purchase decision and the dynamics of this, both procedurally and in terms of how they value the product offered, differ dramatically from the consumer market. There may be multiple influencers on the purchase decision, which may also have to be marketed to, though they may not be members of the decision making unit. In addition the research and decision making process a B2B buyer undertakes will be more extensive. Finally the purchase information that buyers are researching changes as they go through the buying process (see sample decision map).

Pricing

The business market can be convinced to pay premium prices more often than the consumer market if you know how to structure your pricing and payment terms well. This pricing premium is particularly achievable if you support it with a strong brand.

Promotion

Promotion planning is relatively easy when you know the decision making habits of your customer base and what they are looking for, not to mention the vocabulary unique to their segment. Specific trade shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each industry/product area. What this means is that once you figure it out for your industry/product, the promotion plan almost writes itself (depending on your budget) but figuring it out can be a special skill and it takes time to build up experience in your specific field. Promotion techniques rely heavily on marketing communications strategies (see below).


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Some of our recent successes on the TSX:

Colt Resources
TSX:GTP / OTCQX:COLTF /FWB:P01

Colt Resources is a Canadian based junior exploration company engaged in acquiring, exploring, and developing mineral properties with an emphasis on gold and tungsten. It is currently focused on advanced stage exploration projects in Portugal, where it is the second largest lease holder of mineral concessions. Colt is presently 51% owner and operator of the advanced stage Montemor gold project located in southern Portugal.
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Allana Potash Corp.
(AAA.TSX):
We initiated our email program in early December, as well, at 19 cents a share. Since then, the stock has traded as high as 50 cents and the volume has increased five- to seven-fold.
Following the success of the first two email programs subscribed to by Allana Potash, we have recently initiated a third program for this company in order to maintain the high level of its volume.

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