Komunikační strategie na B2B pro Adwheels

The thesis is about creating a suitable communication strategy on business-to-business market for marketing start-up called Adwheels, which offers large-format advertising on truck trailers for its clients. The main goal of the strategy is to sell at least one “Adwheels Full” service (a combination of 2 tarpaulins and a rear-door sticker on a advertising truck trailer) within the first month and a half of the campaign. The bachelor thesis is divided into three parts. The first part is intended to define the terms within the communication strategy. Among other things, the key sales techniques and communication mix in the B2B market are described here. The second part deals with situation analysis. The "truck advertising" service is defined together with unique selling arguments, analysis of direct and indirect competition, SWOT and PESTEL analysis and analysis of target groups. Adwheels' market position is determined based on this analyses. The third part of the work is dedicated to the creation of the communication strategy itself. We selected a suitable target group, defined the insight and then use the SEE-THINK-DO-CARE method for creating the strategy. We defined key marketing messages and designed promotional materials which we will use during the campaign. Verification of the effectiveness and functionality of the communication strategy was was discussed and approved by market experts. Because of the fact, that the author is a co-founder of Adwheels, he will personally participate in the launch of the strategy, which is scheduled for June 2021.