Among the many forms of marketing, you’ll find a branch that has a specialty all of it’s own. Business to business direct marketing should be designed to sell your products or services to another business, not individuals.
Advertisement that appears in trade publications and journals is one form of direct marketing. Fliers, mailings and catalogs are another. People tend to think that business to business direct marketing is, in it’s core, a technical advertising. They cannot be further away from the truth. Sending office supplies catalog, like the big chains do, to offices and businesses, is a form of a direct marketing technique and is not technical at all. Business advertising is the kind of marketing that looks for a reaction from the reader. The goal is to elicit immediate action.
The strategy is different because the target client is different. Instead of selling to many customers one product at the time, This type of marketing aims at selling many products to one customer. The buyer in the campaign is different because it is part of his job description. He has the company’s money to spend and he needs to make a good impression. This creates a difference in relationship that needs to be cultivated.
Some of the same principals of business to person marketing still apply; focusing on the target clients, compiling an accurate mailing list, creating the advertising and making sure it is a call to action on the part of the recipient. A coding system in the mailer or catalog is very useful in determining what worked where. A test of the campaign should be performed, and so on.
The aim of marketing is to create a community with the customers and maintain it by offering incentives and bonuses. Customer satisfaction is very important. Developing added venues of communication with the customer, building retention and loyalty and enlarging the pool of customers by good word of mouth are essential in any business to business direct marketing campaign.