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TrackMaven Using Influencer Brands to Escape the Echo Chamber
| Date post: | 08-Apr-2017 |
| Category: |
Marketing |
| Upload: | trackmaven |
| View: | 620 times |
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TrackMavenUsing Influencer Brands to Escape the Echo Chamber
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
TrackMaven
Your descriptor copy would go here.
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How do thought leaders…become…thought leaders?
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Your descriptor copy would go here.
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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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Your descriptor copy would go here.
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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
