by umc
15 replies
After reading on here for years about things like the 9x12, ads on magnets, coupon books, directories, etc., I realized that most of what is talked about is business to consumer. So that got me wondering about similar avenues of business to business marketing. I remember years ago that businesses would sometimes get sent ads in their fax machines in a page that looked like Coffee News or something, with ads along the sides and little jokes or unique news items to draw them in. What exists today for businesses to market to other businesses en masse? There are lots of threads about cold walking in or cold calling or cold emailing, but that's all one person trying to market their particular marketing service (web design, seo, etc.) to businesses directly. But are there any means out there that are used for the web guy and the seo guy and the commercial cleaning company and printer and janitorial company and .... and.... and.... to market together to other businesses that could use their services? I've wondered about the value of starting something like that and wondered what already exists.
#b2b #marketing #pieces
  • Profile picture of the author Freebiequeen1999
    Interesting idea....

    I put together a promo for a BNI group

    I got paid per bni member

    Now another (rival) group, not bni wants something similar

    I also got a couple bni clients - without paying for a membership LOL - I visit as a guest
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  • Profile picture of the author Ron Lafuddy
    Mike,

    How've you been?

    Just about anything done, in the way of ad projects can (and should)
    include businesses as recipients. Not only is the biz owner a consumer
    of a host of products and services, for the biz and himself, but the
    employees will buy, as well.

    For example, with car detailing, something you're familiar with. I've taught
    a couple of people who needed to raise cash to take a flyer around to the
    businesses in the community. They got jobs fast.

    A smarter move though, would have been to sell ad space on that same detailing flyer.

    They would have been paid for distributing their flyer to the businesses in the area.

    And the services that you mentioned, "web guy, seo guy,commercial cleaning company, printer and janitorial company, all could have been advertisers. So could the dentist, real estate office, attorney, salon, chiropractor
    and others that they detailed cars for.

    10 ads around the outside of the flyer, even at $50 each, would have given them a fast $500.

    The detailing jobs would have been gravy.
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  • Profile picture of the author umc
    I'm doing well Ron, thanks for asking. As well as can be expected, considering I just lost my family while leaving what was basically a cult that I grew up in. But that's a subject for another thread, although I cut my teeth in learning how to talk to people in that religion. (How's that for dropping a bomb in the middle of something totally unrelated, lol.) I hope that you're doing way better than I.

    Speaking of cults, there's that whole BNI thing that Freebiequeen mentioned. Everyone that ever tried to recruit me into one of those had all the markings of a cult in their approach.

    Love the idea of advertising on the flyer. I had no problem going to businesses and getting in to all types with my detailing services. I was hustling back then and single minded in my focus, but something as simple as utilizing my hustle door to door could have benefited other companies as well while I was out there.

    Anyone else out there know of anything that goes to businesses that promotes many b2b services at a time? It seems like there's got to be something out there, but it seems to me like most businesses are promoting themselves one to one, even as I did with my detailing business years ago.
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    • Profile picture of the author Ron Lafuddy
      Sorry to hear about the cult experience. You have to do, what you have to do
      to protect yourself and your family. You did the right thing.

      Back to the flyers. We did a little experiment with the detailers.
      Initially they would walk into a business, say "hello" and leave a
      flyer at the front desk and leave, unless someone asked about the
      service.

      A while back I read about about a car wash business called "The Car Spa"
      I believe. They marketed their business using flyers only. All they did was ask
      permission to leave some of their flyers on the counter, at local businesses.

      They did about 30 million dollars (annually), just from flyers and repeat
      customers.

      Yes, they had several locations, but hey....30 million...from washing cars??

      So, I had the detailers ask if they could leave flyers on the counter at 10
      locations as a test. As I recall, we traced 38 detail jobs back to the counter
      flyers.

      38 x $49 = $1,862, that they would not have otherwise seen.

      The big surprise was some of the 38 who bought, were also business owners. They happened
      to be patients/customers of the businesses, with the flyers on the counter.

      They had not seen the detailing flyer previously, as their business was just outside of the area
      being targeted.

      They became happy customers, who in turn promoted the detailing service to their own
      customers.

      I never figured out all the residual sales from that one change, but it was substantial.
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  • Profile picture of the author AmericanMuscleTA
    I love these threads where I get to put my thinking cap on!!

    First things first... Let me guess, this "cult" (I'm 99% sure which one) you left, and lost your family to, claims they are very family oriented? But, since you no longer believe "their" ways you got excommunicated. So much for the all loving family.

    Whelp, I'm glad you're out! :-)

    Ok-ok, back to B2B marketing.

    What if you have some kind of marketing newsletter you send to businesses for free and advertise co-op businesses.

    And, you could make the newsletters specific. So, you're not going to have a commercial bread company advertise to a dentist. But... you could have a commercial bread company, fire service company, pest control company, HVAC company, etc. advertise to a restaurant. Those are all services they need.

    I'm curious to hear what y'all think too.
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    • Profile picture of the author umc
      Originally Posted by AmericanMuscleTA View Post

      I love these threads where I get to put my thinking cap on!!

      First things first... Let me guess, this "cult" (I'm 99% sure which one) you left, and lost your family to, claims they are very family oriented? But, since you no longer believe "their" ways you got excommunicated. So much for the all loving family.

      Whelp, I'm glad you're out! :-)

      Ok-ok, back to B2B marketing.

      What if you have some kind of marketing newsletter you send to businesses for free and advertise co-op businesses.

      And, you could make the newsletters specific. So, you're not going to have a commercial bread company advertise to a dentist. But... you could have a commercial bread company, fire service company, pest control company, HVAC company, etc. advertise to a restaurant. Those are all services they need.

      I'm curious to hear what y'all think too.
      Would the initials JW tip you off to that religion's name? Yes, they lay claim to love as identifying them as the true religion. And yes, as soon as you start having doubts or start to see that the emperor has no clothes, you can leave on your own or they can boot you out. Either way, you're forever shunned by everyone you ever knew. Good times. At least I have my wife with me. Many end up divorced over it if they disagree. We woke up together. Ugh, sorry, it just kind of permeates everything I do right now, as it's kind of a big deal.

      Your newsletter idea sounds kind of like the fax thing that used to go out. Maybe a little more targeted, as they seemed to be generic, but then again that was a long time ago and I don't know what their strategy was.

      People do lots of co-op strategies like discount cards and such for B2C. I would think it would work for B2B as well. So far it looks like a market that either isn't getting a lot of action or nobody here really knows of anything formal that is put together and send out on a regular basis that is making any noise.
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      • Profile picture of the author AmericanMuscleTA
        Originally Posted by umc View Post

        Would the initials JW tip you off to that religion's name? Yes, they lay claim to love as identifying them as the true religion. And yes, as soon as you start having doubts or start to see that the emperor has no clothes, you can leave on your own or they can boot you out. Either way, you're forever shunned by everyone you ever knew. Good times. At least I have my wife with me. Many end up divorced over it if they disagree. We woke up together. Ugh, sorry, it just kind of permeates everything I do right now, as it's kind of a big deal.

        Your newsletter idea sounds kind of like the fax thing that used to go out. Maybe a little more targeted, as they seemed to be generic, but then again that was a long time ago and I don't know what their strategy was.

        People do lots of co-op strategies like discount cards and such for B2C. I would think it would work for B2B as well. So far it looks like a market that either isn't getting a lot of action or nobody here really knows of anything formal that is put together and send out on a regular basis that is making any noise.

        Gotchya! I actually thought it was the other one... LDS... But they're pretty much one in the same when it comes to "cult."

        Well, at least you have your wife with you!

        I think the B2B co-op could work. Well, maybe the newsletter won't work as well, but how about a catalog?? You could have a bunch of businesses advertising their products all in one place rather than getting 50 catalogs a month from 50 different companies.
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  • Profile picture of the author digichik
    You may want to check out Bob Ross' M3 program. He has an interesting twist on ways various businesses can get together for promotion.
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    • Profile picture of the author umc
      Originally Posted by digichik View Post

      You may want to check out Bob Ross' M3 program. He has an interesting twist on ways various businesses can get together for promotion.
      Thanks! I think I actually have that on an old hard drive. I'm going to see if I can dig it up. I got it a long time ago and that sounds like a refresher I that could prove beneficial.
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  • Profile picture of the author Freebiequeen1999
    I hear ya bout the cult aspect of BNI (and hey I am from Pittsburgh where "that" jw started...so yes I knew peeps in it..in fact some 2nd cousins were always trying to get my parents involved)....i also think BNI works for people for a bit and maybe better for some things that others....

    the one good thing about it is that they all were together, pitched, signed up - paid - well not all of them but the program filled fast....the "honchos" of the group got the newbies to take action

    might work with other networking groups too
    hang in there
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  • Profile picture of the author umc
    One good thing about active BNI groups is that they really are in it wholeheartedly. They sell out for that stuff and really do generate leads. Of course, some people bring garbage leads because of the pressure to have something to contribute, but you do have a group of people that are sincere in their desire to participate and help. They're looking for something actively, so they're basically raising their hand and showing that they're willing to get involved and that they are actively pursuing more business.
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  • Profile picture of the author sbishop
    I will tell you that BNI started my marketing education. I turned around a failing computer repair business about 5 yrs ago and BNI played a big part in the turn around.

    I'm going to skip over the cult side topic and jump right into the main point.

    I have worked in many different industries and they all have publications/magazines/newsletters. I am still receiving Vending Times(vending machines), Target(direct marketing), and a few other industry mags. They are free all you have to do is fill out info about your business and they set you up. They need the numbers to charge the ad rates they want.

    A few yrs ago I managed apartment complexes and was a member of the local apartment association. They had a monthly newsletter and sold adds to vendor members. We they stopped sending it out, I asked why. the answer was that they did not have the time to sell ads to cover the cost. I thought of asking them if I could publish it for them if they would let me sell the ads, but I did not have the time to take on the project.

    Some other ideas I have had along this theme are:
    1. welcome wagon for new businesses. Get the list of new business permits in an area and do a monthly mailing to them. Same content each month... Welcome to the business community...here are some resources for your new business...ads,ads,ads!!!

    2.insert an offer in the welcome wagon to subscribe to a small biz magazine(free of course) and send it out monthly or quarterly. Trade ads to an accountant, business lawyer, banker, ect for some content and sell ads.

    there were others but i'm drawing a blank right now. Hope this helps
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    • Profile picture of the author umc
      Originally Posted by sbishop View Post

      Some other ideas I have had along this theme are:
      1. welcome wagon for new businesses. Get the list of new business permits in an area and do a monthly mailing to them. Same content each month... Welcome to the business community...here are some resources for your new business...ads,ads,ads!!!

      2.insert an offer in the welcome wagon to subscribe to a small biz magazine(free of course) and send it out monthly or quarterly. Trade ads to an accountant, business lawyer, banker, ect for some content and sell ads.

      there were others but i'm drawing a blank right now. Hope this helps
      I think this could be a really good idea, though I'm not sure how many people start their businesses with money to spend on things. I guess it depends on the kind of business it is, but many are on a shoestring and doing things themselves, speaking of small time contractors and such. Still, I'm sure that many do need help if they have the funding available to them.

      I'm still surprised that nobody knows of much done in this manner, sans the industry magazines. I wonder if that means there isn't much of a market, or it's just that nobody has really worked the B2B angle in a cooperative manner much.
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      • Profile picture of the author Dannn36
        Originally Posted by umc View Post

        I'm still surprised that nobody knows of much done in this manner, sans the industry magazines. I wonder if that means there isn't much of a market, or it's just that nobody has really worked the B2B angle in a cooperative manner much.
        IMO, I think the barrier for many companies is more cost related to advertise in trade magazines.

        Since you mentioned web design & SEO in your OP specifically, think of the web design companies you know. How many are niche specific, and how many are general firms that will accept any client from any niche. If you do research and look into industry specific magazines and tradeshows, you'll see how few companies actively advertise ... specifically for web design & SEO. It's interesting, but not surprising.

        The cool thing is that you can actually advertise in trade publications without cash if you're creative & build affiliates at industry tradeshows if you think big picture (i.e. who works and actively sells with your targeted business clients ... is it a 'rep' of some sort?)

        And to speak on "I wonder if that means there isn't much of a market" ... I'll just say my business partner who niched his specific service offering and used specific niche advertising (tradeshows / magazines) turned six figures in several months. Just because a lot don't do it doesn't mean it doesn't work. Blind leading the blind in many ways more than one
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        • Profile picture of the author DABK
          I know a guy who works for a printer. He puts out a newsletter. He gets business owners to provide articles. He sells ads on it too. Some of the writers end up buying ad space and the other way around it.

          He found a couple of post office routes that have 320 addresses, 1 residential, the other ones businesses. So he sends EDDM his newsletter to these businesses.

          Picks up clients for himself, businesses that place ads pick up clients for themselves... He has ads from accountants, bookkeepers, IT/computer people, attorneys, limo company, office supplies company...

          The accountant's been placing his ads for 2 years (the newsletter goes out every other month).

          You might find postal routes with mostly (if not only) businesses in your area too.

          But even if you do not, it's a great idea... I got computer problems about 6 months ago, I called a guy I met at some business after hours event... If I had 'met' him in an ad, I'd have called him... Assuming his ad were good...

          If I had not just met that guy, I'd have Googled...
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