ABSTRACT
O Much promotional literature is ineffective because it relates more to the supplier than to the customer 9.1
O Promotional literature can often be significantly improved in a relatively short time if it is judged against certain guidelines by an in-house panel
o Literature often attempts to reach too many different targets
o Proposals and responses to invitations to tender often fail to differentiate the supplier from other competitors. It is essential to identify, emphasise and develop the ‘win themes’ 9.2
o A proposal can often be significantly improved in a relatively short time if it is judged against certain guidelines by an in-house panel
o Most web sites only contain information about the supplier and the services offered, and do little to promote the services or identify with the needs of the customer. Most of them would benefit from being rewritten 9.3
o Sales letters, mailshots and e-mail are often not read because insufficient thought has been given to the message and the response expected 9.4
o A well-designed reply form can increase their effectiveness
o Use of the telephone for marketing can be made much more effective by following simple principles 9.5
o Much of the money spent on exhibitions is wasted. Properly planned and used, exhibitions can be one of the most cost-effective tools of marketing communication 9.6
o Qualification of leads is the key to exhibition follow-up o Much of the money spent on advertising is wasted
because its purpose is not clearly understood 9.7 o Public relations (PR) creates a background against
which other marketing efforts can become more effective. Public relations is often under utilized by high technology service organizations 9.8
Imagine the scene. Someone is expecting to receive a piece of our literature through the post that morning. He wakes up and says to his wife, ‘I’m looking forward to today - XYZ are sending me their new brochure’! He arrives at the office and enquires eagerly whether the post has arrived. He asks his secretary to cancel his appointments and take his telephone calls so that he will not be
disturbed, clears his desk and spends two hours reading the brochure from cover to cover.
