Marketing
Issue No. 38 - December/January 07/08
B2B Marketer - Get savy with your B2B media plan
by Kimon Lycos
Have you ever fallen into the routine of doing something because it’s what you have always done, and seems to be the right thing because everyone else is doing it?
In that mode, you can be blind to the business case because it feels “safer” to not to change.
Today, B2B marketers need to think beyond their traditional marketing methods so they engage with their target audience in a new space that is not crowded by competitors. In this way, the Internet has forever changed the rules of engagement for B2B marketers.
Take, for instance, a well-attended trade show - the “must do” for many.
Even when you know that essentially many of the attendees are there to check out the competition and your people face three to four days of standing around praying for someone to talk to them, it still feels like you might be missing out on something if you don’t go.
According to Exhibit Surveys Incorporated, the number of “buyers” (percentage of attendees planning to purchase one or more products exhibited as a result of the show) on average was cut in half between 1992 and 2002.
One of the fundamental arguments for participating at a trade show in the first place is that the show provides a unique opportunity for specialised buyers and sellers to come together. This was very true before Internet, but now with our global village, a new lead or channel partner is just a click away.
Marketers must learn how to take advantage o...
