Lecture 6 how mpr adds value

transcript

Marketing Public Relations and Audience Lecture 6

How MPR Adds Value

Developed and Presented by

Roy Ying, Msc., BSG, B.Comm., MHKIoD

Note: Pictures used in this power point file

is for academic Purpose only

Post Graduate Diploma in PR & Exhibitions Management

Table of Contents

• Building Credibility

– 3rd Party Credibility

• Building Trust

– 6 Drivers

• Building Long Term Relationship

– Customer Service, Loyalty, CSR and Personal

Engagement

Value of MPR

• Enhancement of company credibility, trust and long term relationship with target audience

How to Build Credibility?

• Via 3rd party credibility

Brand Association / Partnership

• Why do you always think of Coke in McDonald’s and Pepsi in Burger King?

Why Barclays is willing to spend

£82.25 million as a sponsor?

• Vision: Barclays aims to be a top 5 global bank

• Football has global appeal

• Barclays has long association with Football

• Premier league is the most successful and

frequently watched in the world

Sponsorship

Brand Cross Over

• Why Versace wants to partner with H&M?

Client List

• You probably don’t know what Kemp is, but you should know their clients.

Testimonials

• Traditional: Quotes from notable clients

• Modern: Youtube clips from clients

• Emerging: Showing client’s success

Case Studies / Reviews

Content Strategy

• This is your MPR activity plan

• MPR managers need to know when and how to deploy tools such as sponsorship of events, client testimonials on youtube, launch collaboration with another brand.

Your Intellectual Property

• With the right mix of MPR tools, your brand should be credible on customer’s minds. One way to measure it to see your brand frequently searched.

Your Intellectual Property

• Surveys will see your brand rise to the top

Value of MPR

Building Trust

• In 2009, 1,000 US companies were surveyed on the subject of brand trust. Results show:

Source: Concerto Marketing and Research Now (2009)

Building Trust

6 Drivers in Building Trust

Source: Concerto Marketing and Research Now (2009)

Stability

• What MPR tool can enhance this?

– Brand management

Stability

• Which watch brand do they represent?

– Brand management

Titoni used him once,

but there is no stability

Stability

• Assurance helps, but you have to deliver your promise.

Stability

• Participation in “trust” scheme helps, but you have to pick the right one.

Stability

• Media endorsement helps, but you have to stay there.

Innovation

• Awards can help, but you need to keep winning the ones that matter.

Innovation

• Thought leadership helps, but you have to know how to groom successor.

Innovation

• Trade shows are good platforms to showcase your new products to target customers, but you have to keep investing in R&D.

Relationship

• You have to develop a set of values on your customer relationship

Relationship

• It’s about getting feedback, even bad ones so you can fix problems.

Relationship

• FeedbackCollection Channels

Practical Value

• Your products or services are solving consumer’s problems

• Example: Why LED is becoming popular?

Practical Value

• Yes, it’s not a PR issue, but making sure people know about the practical value is.

These are the 2 stages where

MPR tools can be deployed.

The type of tools depend on

your target audience’s media

consumption behavior.

Practical Value

• If you are concerned about fuel prices, you might want to think of Hybrid cars. Where do people like me look for information?

Practical Value

• Where would people slightly older look for information on Toyota Prius?

Practical Value

• Where would the younger population look for news on Toyota Prius?

• Well….not likely owing to its outlook.

• But if there is such as demand, I would think they’d pick the social media, search engine and online discussion rooms

Vision

• Consumers now like to know what the company’s vision is.

• Apple, when it was created, produced personal computers.

• Steve Jobs knew Apple had to catch up with technology so he later described Apple as a “Mobile Devices Company”

Vision

• What products do you think of when you see the following brands?

Which company do you think will have a clear vision on mobile communication?

Vision

• What do you think of Levi’s?

Levi’s failed because the company had no vision on high-end suits market

Competence

• Yes, it is an HR issue, but we as PR managers have to build “competent” brand images and position ourselves as industry’s thought leaders.

• HOW?– Media

– Staff Training

– Spokesperson Management

– Public Affairs

Competence

• Media – the strategy is to make sure the journalists will turn to you for quality information.

• Regular press conferences keep your brand in the news.

Competence

• Columns

Competence

• Staff Training

– Customer service performance pledge

– Uniform (image of the company)

Spokesperson

• Identify senior management staff to be groomed as company’s official spokespersons

盛品儒亞洲電視執行董事陳志雲商業電台行政總裁

Spokesperson

• Or specialists

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施永青先生中原地產創辦人

Public Affairs

• Participate in politics

李國寶東亞銀行主席兼行政總裁

陳健波慕尼黑再保險董事

田北辰G2000創辦人

Public Affairs

• Or you help future stars (it’s a gamble!)

Value of MPR

Long Term Relationship

• It is a commitment to your industry, your customers, the community you operate in.

• Long term relationship does not happen overnight, but can be built via:

– Customer relation management

– CSR campaign

– Personal engagement

Customer Communications• providing customer feedback forms

• asking about customer needs when customers call with problems

• training call-center staff to handle disputes uniformly and constructively

• responding directly to feedback

• demonstrating how the company listens to its customers

• encouraging a service culture throughout the organization

Long term relationship

• Customer Feedback - don’t forget the social media. There are more messages left on the web than anywhere else.

Customer Loyalty

• creating a point system that offers rewards once a customer accumulates enough points

• offering discount or free-product coupons

• running contests in which customers may win prizes by entering a drawing

• offering service guarantees

• CSR is a commitment to building long term relationship with local communities

• CSR may also be showing a form of commitment to the industry.

• CSR Nightmare

Personal Engagement• Website

– Search function (especially contact persons)

– Email enquiry is a must, and the emerging

trend is to connect it with an online chat

function.

Personal Engagement

• Personal connections

– Instead of CRM, account servicing and

personal relationship are preferred.

Personal Engagement

• Customers feel they are a part of the brand, the shop, the products

• Differentiated products

– Companies would rather spend money on a

superior quality products which are different

from those of competitors.

– The process of creating a differentiated

product must involve MPR’s customer

engagement tools.

Lecture 6 how mpr adds value

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