The “One Size Fits All” approach no longer is effective.  If we want to influence the prospect early in the buying cycle, and then throughout the entire buying curve,

we need to use many of the tools in our Marketing Toolbox.

The Buyers Learning Curve consists of five phases:

1.  Awareness (that they have a need, problem)

2.  Education/Knowledge Gathering

3.  Preference

4.  Conviction/purchase

5.  Post-Sales involvement/connection 

Your “Marketing Toolbox” contains a variety of tools for each step in the Buyers Learning Curve:

  Ads in Print Trade Magazines     Webinars

  PR/articles in trade magazines          eBooks

  Company Newsletter and/or MagazinePodcasts

  Online Advertising - Websites, eNewsletters Blogs

  Search Engines and Website Search Optimization      Trade Shows

  Email and Direct Mail List Rental                                      Sales Calls

  Roadshows/Seminars

Your Marketing Budget Allocation:

Product MarketingChannel/Partner Marketing

Branding/Awareness    Research

Field Marketing     Telemarketing

Corporate Communications

Imaginative Marketing Strategies

for sales abundance

Liz Stott 

Penton Media

10 Fawcett Street

Suite 500

Cambridge MA 02138

(617)649-0418  Office    (913)514-6914  eFax       

Email:  liz.stott@penton.com

Integrated Marketing for all stages of the Buying Curve. 

Print ads still makes significant impact in the Awareness, Knowledge and Demonstrating  Competitive Advantages stages of the Engineer's Buying Cycle.

LizStott

(617)649-0418     Liz.Stott@penton.com

Integrated Marketing