LPCP & VSSI Case

Part 2

During her college tenure, Hedley took an amazing course on Sales & CRM. That course taught her how strong and effective B2B marketing assists sales efforts. It creates awareness of a company's products and services for potential customers making the selling process smoother and faster.

LePetomane has never undertaken any serious B2B marketing to support their sales efforts but company President and founder William LePetomane has been convinced by this bright young salesperson that their new line of products may be just the time to start B2B marketing.

Based on this, VP Sales Tony Fu has asked Hedley for a recommendation of options and approximate costs of various awareness tools that she thinks would be appropriate to target the spa / hair salon / beauty industry in Canada.

Part 2 Questions

2) Conduct original real-life internet research on the spa / hair salon / beauty industry in Canada and create recommendations for B2B marketing efforts that would support sales.

Identify at least 10 options for B2B marketing in the spa / hair salon / beauty industry in Canada only (not in the USA, globally or in Europe) based on what you learned in Module 4. The option must be ones that a personal beauty appliance maker could use to create B2B awareness of their products.

For each option you should note:

• the approximate costs of the option (if available). Estimate costs only as best you can from publicly available data, if none is available note that (i.e.: you do not need to contact organizations to get cost information if they do not state it).
• who exactly is the option's target
• what is estimated number of businesses the option hits

See the fictional examples below. Please note: there is no requirement to prioritize the options, only identify them with above information.

Tip

1) Review the list of B2B marketing options from the module to guide your search.

2) Google topics like

" spa / hair salon / beauty industry trade shows in Canada"

" spa / hair salon / beauty industry magazines in Canada"

Answer example (not real):

1) B2B Personal care / beauty industry trade publications exist in Canada and I recommend LePetomane consider:

1. Hair Care Monthly Magazine:

Target: Barbers and hair dressers across Canada [Answering Who specifically does this options target?]

Distribution: 11,500 barbers and hair stylists [ How many businesses in the target does it hit?]

Costs: Full page ad: $2,000 [What is the cost of this option?]

1. Le Manicurist Monthly Newsletter:

Target: Manicure Professionals in Quebec only

Distribution: 1,200 manicure and pedicure professionals

Costs: Full page ad: $600

You should have at least 10 awareness generating B2B options.

Note: Your answer must have specifics not just general ideas.

"Internet: LPCP should use the internet." is NOT an acceptable answer. Your answer must contain specific internet options you think would be the best targeted to potential their B2B customers