The question often arises on "how do you keep abreast of what is going on in your industry?" Personally, I believe in keeping my ear to the ground and networking whenever and wherever possible. This is supplemented with daily newspapers, trade and industry magazines, on-line and off-line, trade shows and industry associations. I did some desk research and found that most of my colleagues use the same methods.

A new study commissioned by the trade association American Business Media looked at how executives spend time with B-to-B media across platforms and how B-to-B media compares with traditional media and affects purchase
decisions.

Interestingly, one of the major findings of this study shows that advertising during a down economy can have a long-term impact on brand awareness and purchasing decisions.

Key findings on B-to-B information sources
B-to-B executives were asked which media they get their information from and how that influences their purchasing decisions.

Media findings (Medium, IS=Information Source, PI=Purchase Influence)

General findings:

	86% of executives said that when they see advertising by a company in a down economy, it keeps that company top-of-mind when they make purchasing decisions and it makes them feel more positive about that company's commitment to its products and services.
	99% said that it is important to keep abreast of new products and services for their industries.
	97% said it is important to continue to invest to remain competitive.
	46% of executives rank trade magazines and professional journals as their No. 1 source of information.
	44% use Websites.
	30% read general business magazines.
	On average executives spend 2 hours and 46 minutes on B-to-B Websites per week.
	They visit an average of 7.5 Websites during the month.
	On average they spend 2 hours and 15 minutes per week reading B-to-B magazines.
	They read an average 4.6 B-to-B titles during the month.
	In addition, executives' visits an average of 2.9 B-to-B trade shows a year.

Building Your Brand
On the same note - another interesting survey conducted by Patrick Marketing Group on Building Your Brand shows the following. B-to-B executives are increasingly placing branding at the centre of their marketing agenda. The survey found that only 3% of executives view branding merely as advertising, indicating that (97%) believe
in integrated marketing communications (IMC), which is gaining widespread acceptance.

	70% of executives said their companies have a consistent message in every marketing medium.
	66% said their companies' Intranet is the most important internal branding medium.
	55% said their companies promote their products tastefully.
	43% said brand building was of vital importance to their companies.
	25% said that not doing sufficient research is the biggest mistake companies make when creating a branding campaign.
	8% said a lack of internal and external communications is the biggest mistake companies make when creating a branding campaign.
	3% view branding as merely advertising.

So, even in times of economic uncertainty - many may think it is a bad time for business. Even a bad time to be advertising or a bad time to be selling. But, according to the experts - global business is poised for market growth - deep into the Trillions. That's big money!

Remember it is back to basics, back to business - serious business.

Winnifred Knight and Luisa Mazinter, email win@cubesquare.co.za or phone 082 575 9922

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