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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
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Table of Contents
• Building Credibility
– 3rd Party Credibility
• Building Trust
– 6 Drivers
• Building Long Term Relationship
– Customer Service, Loyalty, CSR and Personal
Engagement
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Value of MPR
• Enhancement of company credibility, trust and long term relationship with target audience
4
How to Build Credibility?
• Via 3rd party credibility
5
Brand Association / Partnership
• Why do you always think of Coke in McDonald’s and Pepsi in Burger King?
6
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
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Brand Cross Over
• Why Versace wants to partner with H&M?
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Client List
• You probably don’t know what Kemp is, but you should know their clients.
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Testimonials
• Traditional: Quotes from notable clients
• Modern: Youtube clips from clients
• Emerging: Showing client’s success
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Case Studies / Reviews
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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.
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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.
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Your Intellectual Property
• Surveys will see your brand rise to the top
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Value of MPR
• Enhancement of company credibility, trust and long term relationship with target audience
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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)
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Building Trust
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6 Drivers in Building Trust
Source: Concerto Marketing and Research Now (2009)
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Stability
• What MPR tool can enhance this?
– Brand management
TODAY
1973
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Stability
• Which watch brand do they represent?
– Brand management
Titoni used him once,
but there is no stability
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Stability
• Assurance helps, but you have to deliver your promise.
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Stability
• Participation in “trust” scheme helps, but you have to pick the right one.
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Stability
• Media endorsement helps, but you have to stay there.
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Innovation
• Awards can help, but you need to keep winning the ones that matter.
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Innovation
• Thought leadership helps, but you have to know how to groom successor.
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Innovation
• Trade shows are good platforms to showcase your new products to target customers, but you have to keep investing in R&D.
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Relationship
• You have to develop a set of values on your customer relationship
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Relationship
• It’s about getting feedback, even bad ones so you can fix problems.
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Relationship
• FeedbackCollection Channels
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Practical Value
• Your products or services are solving consumer’s problems
• Example: Why LED is becoming popular?
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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.
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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?
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Practical Value
• Where would people slightly older look for information on Toyota Prius?
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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
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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”
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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?
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Vision
• What do you think of Levi’s?
or
Levi’s failed because the company had no vision on high-end suits market
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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
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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.
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Competence
• Columns
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Competence
• Staff Training
– Customer service performance pledge
– Uniform (image of the company)
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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
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Spokesperson
• Or specialists
梁兆基梁兆基梁兆基梁兆基匯豐銀行大中華區首席經濟師
施永青先生中原地產創辦人
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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
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Public Affairs
• Or you help future stars (it’s a gamble!)
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Value of MPR
• Enhancement of company credibility, trust and long term relationship with target audience
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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
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Long Term Relationship
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
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Long term relationship
• Customer Feedback - don’t forget the social media. There are more messages left on the web than anywhere else.
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Long Term Relationship
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
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Long term relationship
• CSR is a commitment to building long term relationship with local communities
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Long term relationship
• CSR may also be showing a form of commitment to the industry.
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Long Term Relationship
• CSR Nightmare
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Long Term Relationship
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.
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Long Term Relationship
Personal Engagement
• Personal connections
– Instead of CRM, account servicing and
personal relationship are preferred.
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Long Term Relationship
Personal Engagement
• Customers feel they are a part of the brand, the shop, the products
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Long term relationship
• 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.