PR as a marketing tool in B2B

The purpose of the seminar : Send participants how effective PR for B2B

Workshop objectives:
To provide participants with opportunities to use PR challenges of B2B
To inform participants on the conditions of effective PR for B2B
Send participants specific techniques PR

Audiences seminar: marketing managers and PR-podrazdeleny companies, which reach out to corporate clients


Programme:

SPECIFICITY AND OPPORTUNITIES IN PR B2B
Specific communications in the B2B. The limited pool of potential customers. The difficulty of access to them. The ability of potential customers expert knowledge of its business. The impact of sound in deciding whether to buy. Much of the information needed in deciding whether to buy. Length decision on the purchase. Poor customer confidence to direct advertising. Requirements for the communication of B2B.
The PR in the B2B.
PR and direct advertising in B2B communications. PR and BTL. PR and direct marketing. Model tasks in the field of B2B PR tools. Limitations of PR.
Conditions effective PR in the B2B.
TARGET impact, evaluation methods and security. Develop PR-resheny based on an in-depth study of specific areas. Possession of terminology (conversation with the task force on the "one language"). Necessity of positioning and good arguments in PR. Priority direct channels of communication with potential clients. Systematic and lasting impact on the target group. Methodologies preliminary assessment of the effectiveness of the proposed PR-resheny for B2B.
Analysis of PR in the B2B. The analytical services. The analytical services. Sources of information. Methods of extracting information (databases, business and specialized media, quantitative and qualitative research). The processing and analysis of the information received with regard to the specific PR-zadach for B2B communications. The main structure of the model and analyses needed to design PR-resheny : Market Review; Analysis positioning competitors; Analysis of advertising and PR-aktivnosti competitors; The concept of positioning the product / service / business; Analysis of the characteristics of the target audience; Analysis channels of communication with the target audience. How to use the information gathered to develop and PR-kampany PR-aktsy
PR TOOLS IN B2B
Classification PR tool in communication B2B. Three main groups of instruments - business activities, relationships with the media, sponsorship and marketing events. The PR to be resolved by each group. Restrictions Biznes-actions as a PR tool. Major business events, presentations, professional conferences, seminars, and events at the exhibition, open days and tours of businesses. Capabilities and limitations of each of these activities in terms of PR. Effective biznes-meropriyatiya : necessary actions to a) find invited potential customers; B) establish their motives for attending activities; C) securing the status of activities; G) inviting potential customers. The visitors' activities and establish contacts with them.
Annex : exercises business activities of the practices leading seminar
Interaction with the media as a PR tool. The media environment analysis, the preferred target audience. The priority groups for Media : TV, the business press, public and the press, radio, news agencies, specialized press, the Internet edition. Identification of priority information media. Develop a communications policy to the media a priority. Methods for dealing with the media, regular exchange of information, press events, information service. Capabilities and limitations of each method. The basic principles of effective interaction with the media. The optimal intensity of the interaction with the media.
Annex : exercises interaction with the media on the basis of the experience of leading seminar
Sponsorship and marketing events. Sponsorship Opportunities in B2B. Limitations : what can not be accomplished with the help of this tool. Efficient choose to sponsor events in B2B : focus, the scale of exclusivity sponsorship opportunities. Methods of assessment of the activities proposed to fund. Using sponsored events for PR-objects.
Annex : exercises effective budgeting practices of leading seminar