TrackMavenUsing Influencer Brands to Escape the Echo Chamber

Jamey JeffSSVP, Customer Success and

Operations Mavenjamey@trackmaven.com

571.382.0880@jameyjeff

Rebecca ChaninMarketing Director

@rebachan@jkmoving@caprelo

‣ $90MM enterprise servicing public and private sector commercial, government, and residential customers

‣ 2015 debut on Washington Business Journal’s Top 100 Private Companies List (#88)

‣ Global moving, relocation, storage, and logistics (anyone, anything, anywhere around the world!)

‣ Enterprise Brand Promise: You will be treated with care and respect

JK Moving Services & CapRelo

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How do thought leaders…become…thought leaders?

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Follow the Leader

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Look outside

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Back to Basics

‣ Who are we trying to reach?‣ What are their needs?‣ How does our product meet

those needs?

‣ Which brands are authorities on the topics that are key to our strategy?

‣ Which brands speak in a similar tone?

‣ Which brands are highly effective in their tactics?

Who Can We Learn From?Who is our Audience?

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JK Moving Services and CapReloKEY MARKETING OBJECTIVES

‣ Increase positive brand awareness and perception

‣ Drive qualified leads

‣ Customer engagement to increase referral business and convey value

KEY CHALLENGES

‣ A “me too” competitive mindset

‣ A low-interest category and an industry that lacks “sex appeal”

‣ Notoriously long sales cycle (CapRelo)

‣ The self-service economy vs. a high-touch category

‣ Conveying scope and size of capabilities

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Why TrackMaven?

✓ Understanding what competitors are up to (and just as importantly, what they are NOT up to)

✓ Comprehensive view of what’s working, where we see growth, and areas for improvement

✓ Sales intelligence

✓ Efficiency

✓ It’s beautiful!

✓ The team listens

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Our Competitors

‣ Tone conveys “mom and pop”

‣ Content is not especially inspiring, engaging, or valuable to the customer

‣ Even among the few that are diligent in their efforts, engagement is low-to-nonexistent

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Our Audience & Their Values

TARGET AUDIENCEHuman Resources professionals, focused on talent recruitment/retention/management

BUYER VALUESWants a “seat at the table” ─ to be viewed as a strategic contributor; needs to tie HR decisions to business outcomes

TARGET AUDIENCEProfessional female influencer who wants to be treated respectfully

BUYER VALUESLow-frequency purchase that needs to be perceived as reliable, no-hassle, and no surprises. Moving as a non-event: should be unremarkable in how smoothly it goes

How can CapRelo produce content that ties relocation to buyer values, articulate the business value of relocation?

What Matters Most® - we take care of what you care about

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Influencer Brands in TrackMaven

Top 5-6 HR / Talent management brands

‣ What are the topics that are top of mind / most engaging for our target audience?

‣ Emerging trends in HR / Talent Management

‣ How do HR / TM brands speak about relocation; be ready to join this conversation

Low-volume, highly trusted brands that focus on reliability over the core product

‣ Life insurance‣ Homeowners insurance‣ Major appliances

THE RESULTS

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CapRelo LinkedIn Audience Growth

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JK Moving Twitter Audience Growth

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Results & LearningsObservations:

Your audience has interests and needs well beyond what you’re selling

Are you adding value to the customer/prospect’s day?

Are you relaying stories and/or enough of them?

How well do your own employees contribute to your marketing success?

Actionable Items:

Post ─ and re-post ─ often, especially on Twitter and LinkedIn

Give people a reason to interact with you – a poll, a question, etc.

Things people can’t resist: tips, how-to, listicles

Profile your own employees

Questions?

Jamey Jeff@jameyjeff

Rebecca Chanin@rebachan