Balanced Marketing Diet Essential for Brand Health

If the saying “Man cannot live by bread alone” were adapted to comment on an effective business-to-business (B2B) marketing plan, it might read: “A business cannot succeed on one marketing tactic alone.” Just as a well-balanced diet is important to the health of our bodies, a well-balanced marketing plan is essential for optimal company growth.

Unfortunately, B2B marketers don’t have standards like the food pyramid to guide them. There is no magic formula that determines the right mix of tactics a company needs for a healthy marketing plan. And sometimes, even when you’ve devised a smart plan, changes in the marketplace make it necessary to adjust the amount of emphasis given to each tactic; otherwise it forces changes to key messages.

Just like our bodies need certain nutrients to help others work efficiently, one marketing tactic can boost the success of another. A pre-show direct mail piece drives traffic to your booth. Your Web address in your trade ad drives traffic to your site. Synergies between tactics give you multiple opportunities to tap prospects using more than one tactic.

Among the tactics that should have a place on the marketing plate:

Trade advertising: Build mindshare among customers and prospects. A well-thought out media plan includes both horizontal (i.e., food ingredients) and vertical (i.e., natural food ingredients) trade publications. Don’t try to say too much in your ads. Practice the five C’s: clear, concise, coherent, consistent and (strong) call-to-action.

Web site/electronic communication: Your site shouldn’t be an electronic version of your brochure. It should be dynamic, with new information that encourages visitors to check back often. Post news releases, white papers and articles to keep content fresh and raise your search engine listings. Send e-newsletters to visitors who opt-in to build your e-mail database and inexpensively communicate with customers and prospects on a regular basis.

Trade shows: The main reason trade shows aren’t successful for companies is they just show up. Have a plan for choosing which shows to exhibit at and know your goals for each show. Most importantly, make sure the booth staff knows the goals. Having the right people with the right mindset working at the booth is a must to ensure you qualify the prospects most likely to turn into a sale after the show.

Print materials: While the role of collateral materials is changing, it is still an essential tool in B2B sales. Even though prospects may do research on the Web, there comes a point where they want something they can hold in their hand and share with others. Literature is a key fulfillment tool for Web site requests and trade show prospects, as well as an effective leave-behind for face-to-face meetings.

Direct response: This isn’t “junk mail”. When done right, direct mail is still one of the most effective marketing tactics. Start with a well-defined mailing list that targets only the audience that meets your demographic parameters. Create a mailer that will cut through the clutter and stand out. Build in a strong call-to-action and, most importantly, follow up with phone calls. One mailing with no follow-up is doomed to fail.

Public relations: At trade shows, set one-on-one appointments with trade editors to share hot news. Proactively contact them throughout the year to discuss editorial opportunities. Be available to make their jobs easier in any way you can to make them more likely to call you to contribute for upcoming articles. Ongoing communication is essential to ensure you take advantage of editorial coverage opportunities.

Promotions/premiums: Don’t overlook the power of this touch point. Items imprinted with your brand have the potential to be a part of your customers’ and prospects’ everyday lives. They can increase the effectiveness of a direct response piece and leave a lasting impression after a trade show. Be sure your sales staff has access to a wide variety of items for wearing and sharing.

Just as each ingredient in a dietary supplement or food formulation provides a specific functionality, each of these tactics has a unique function in brand development. Because all customers are different and vertical segments have different sales cycles, it is likely that your marketing mix may look totally different year to year. The mix also depends on the company’s specific goals for that year—more international growth or focus on a new product roll-out, for example. Be flexible, but always have a plan to follow.

There is no cookie cutter way of using these tools. But the goal should be to move prospects and customers along a sales continuum from awareness and interest to desire and action. And the best way to accomplish this is to evaluate the health of your current marketing plan and develop a balanced mix of the right communication ingredients. 

Alan Harrington is the president and co-creative director of Adfinity Marketing Group (www.AdfinityMarketing.com), a full service, business-to-business advertising agency that specializes in the food industry.

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