Spike your Brand ROI E-Book

Adele R. Cehrs

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2015

Beschreibung

Increase ROI through more effective brand marketing

According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this “creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products?  The truth is, only 5% of people say that social media has a profound effect on their purchasing decisions. Moreover, only 2.7% of people are willing to stick their neck out on the line to recommend your brand via social media, a factor known as “social risk.”

In SPIKE Your Brand ROI, public relations maven Adele Cehrs shares her strategy for effective engagement: it’s all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE  – a Sudden Point of Interest that Kick-starts Exposure. This is your opportunity to reach people when they are primed to hear your message, and your brand is most relevant to their lives.

Based on the author′s actual engagements with clients like Yum Brands, Lockheed Martin, DuPont, and more, this practical guide outlines a new, pragmatic approach that will enable you to: 

• Learn to recognize brand patterns that are driven by audience interests and outside events
• Focus your energy, resources, and money when your brand is top-of-mind
• Decrease your marketing spend while increasing your bottom-line benefits
• Maximize benefits or mitigate damage by anticipating when your company, association, or nonprofit is going to be in the spotlight
• Retool traditional word-of-mouth initiatives for optimum results

With Adele Cehrs' proven methodology, you can turn a SPIKE into a strategic platform from which to improve results, build respect, and boost your ROI.

Leseprobe

Table of Contents

Cover

About the ASAE-Wiley Series

Title Page

Copyright

Foreword

Preface

Acknowledgments

Dedication

About the Author

Chapter 1: What's Real Brand Engagement?

Did You Know?

What Exactly Is a SPIKE?

Relevance and Timing

Chapter 2: Why Your Brand Doesn't Stand Out

How Do Marketers Take Advantage of SPIKEs?

Why Is It So Critical to Use SPIKEs?

The Best Way to Use This Book

Chapter 3: Brand Narcissism

From Aesop to Oprah

If You Care, Don't Miss Out

Anticipate When Your Brand Loyalists Need to Hear from You

Chapter 4: SPIKE Assessment

Self-Assessment

SPIKE Action Questions

Chapter 5: Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE Method

Assembling Your A-Team

The Buy-In Barometer

Checklist for Buy-In

Silo Busters

Ghost SPIKE

Chapter 6: Picking the Perfect Audiences and Crafting Compelling Messages

Not So Different, After All

Don't Forget Traditional Media

What Your Audience Wants

Groundhog-Day Your Messages

Messages and Audience Exercise

Chapter 7: Manufacturing a SPIKE: Provide First-of-Their-Kind Pitches, Stories, and Messages

The News Cycle Has Flipped

What's Trending?

Awards, Celebrities, and Grabbing Some of the Fame

Competitors, Allies, and Relevance, Oh My!

Predicting What People Will Argue About

Presidential Initiatives, Press Conferences, and New Laws

What Brings In the Most Revenue?

Chapter 8: When Is Your Brand Truly Relevant?: Turn Your Editorial Calendar into a Relevance Calendar

Be Aware: Don't Do It When Everyone Else Does

Aim Right and Hit Your Mark

Chapter 9: Brand Patience: Why You Need It

Controversy Can Mean Constructive

One Size Does Not Fit All

Apology Trifecta and Video Addresses

To Respond or Not to Respond: Key Questions to Ask Yourself

Chapter 10: SPIKE Spotting

SPIKE Spotter: Predicting a Positive Brand SPIKE

Revealing Data in an Exciting Way

SPIKE Spotting

SPIKE Spotting for Nonprofits

Chapter 11: The Upshot of a Positive SPIKE

Take a Public Stance and Become a Go-To Expert

Ignite Brand Loyalists and Draw Attention to Your Campaign

Make It Easy for Others to Help Elevate Your SPIKE

Tip Off the Media to Your SPIKE

We Have the Right to SPIKE

Chapter 12: Finding the Lost Principle of Influence

The Availability Bias

How Thinking Styles Influence the Blame Game

Principles of Influence

Chapter 13: Create a Contrarian Brand Platform to Stand Out

Figure Out What Is Polarizing

Create a Brand-Hater Audit

Anticipate Brand Contempt and Get Ahead of Issues

Playing Chicken with Your Positioning Strategy

Dan Snyder: Touchdown or Fan Foul?

Checklist for Creating a Contrarian Brand

Chapter 14: The Fairness Fallacy and How to Call a Time-Out When Things Go Bad

Fight or Flight Mode

Preparing for a Crisis: Trust Always Trumps Likeability

Stop the Clock

Positioning the Gravity of the Negative SPIKE

Chapter 15: Have a Crisis Plan in Place to Handle Negative SPIKEs

Chapter 16: The Real Benefits of Responding to or Ignoring Negative SPIKEs

Managing Negative SPIKEs in Advance

Increased Executive Involvement

Three P's to Evaluate Importance

Chapter 17: Maximize (or Minimize) 15 Minutes (or Days) of Fame or Shame

SPIKE-Spotter Takeaways from PBS

Up and Down the Celebrity Shame Game

Don't Get Caught with Your “Brand Pants” Down

What to Do in a Negative SPIKE

Chapter 18: Why Wait? Anticipate Negative SPIKEs

How Carnival Cruise Ship Sank Its Reputation

Fifteen-Day Analysis

Fool Me Once

“Fortune Favors the Bold”

100 Days Can Be an Awfully Long Time

Anticipation Checklist

Chapter 19: Don't Spin Out of Control, Manage the Viral Spiral

Announcing Change

Handling a Real-Time SPIKE

Chapter 20: Dark Websites See the Light of Day

A Well-Oiled Dark Site

Creating a Dark Site

Evolve the Site as Needs Change

Chapter 21: The Underdog versus Top Dog Effect: How Some Brands Pick Themselves Up and Come Back Stronger

Sara Blakely Spanx the Hosiery World

Who Doesn't Want to Be BFFs with Jimmy Fallon?

Lance Armstrong's Reputational Battle

Mark Sanford: The Political Comeback Kid

Apple's Garage-Made Fortune

The Underdog Is You

Chapter 22: The Pedestal Principle

Get Off the Pedestal or Risk Being Kicked Off

Domino's Pizza Gets Attacked and Comes Back Stronger

Paula Deen: Comeback Queen or Fallen Star?

Chapter 23: Internal SPIKEs

Communicate Major Changes in Structure, Management, or Authority

Head Off Disgruntled Employees

Sound Out New Executives and Board Members

Manage Disputes between Executives and the Board

Explain Changing Product or Service Offerings

Be Open about Dues Increases and Pricing Changes

Plan Messaging for Internal Conferences or Tradeshows

Remember That Transparency Is Paramount

Chapter 24: Measuring the ROI of a SPIKE

Why Failing Is Good for Marketers

Where Do I Start?

Budget for Measurement Up Front

Get Enduring Executive Buy-In

Always Be Closing: Getting the Sales Team on Your Side

Create Measurable Wins

Create a Control Group

ROI Key Takeaways

Where Do We Go from Here?

SPIKE Spotting: Worksheets

Focus on Best Success to Date

SPIKE Spotter

Finding Your Ideal SPIKE

What Does Your Current Customer Really Think?

Who's Your SPIKE Audience?

SPIKE Plan and System

Bibliography

Index

End User License Agreement

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Guide

Cover

Table of Contents

Foreword

preface

Begin Reading

List of Illustrations

Figure 2.1

Figure 7.1

Figure 8.1

Figure 8.2

Figure 10.1

Figure 11.1

Figure 12.1

Figure 18.1

Figure 20.1

About the ASAE-Wiley Series

All titles in the ASAE-Wiley Series are developed through a publishing alliance between ASAE: The Center for Association Leadership and John Wiley & Sons to better serve the content needs of member-serving organizations and the people who lead and manage them.

SPIKE YOUR BRAND ROI

How to Maximize Reputation and Results

ADELE CEHRS

Foreword by Sam Horn

Cover design by Wiley

Copyright © 2015 by John Wiley & Sons, Inc. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Library of Congress Cataloging-in-Publication Data has been applied for and is on file with the Library of Congress.

ISBN 978-1-118-97666-1 (pbk.); ISBN 978-1-118-97667-8 (ebk.); ISBN 978-1-118-97668-5 (ebk.)

Foreword

Adele Cehrs attended a program I presented at ASAE's Annual Conference in Dallas, Texas, in which I introduced a method that shows how to create a one-of-a-kind competitive edge to make your priority project stand out in a crowded marketplace.

Adele was the star in one of our practice pitch sessions. I was impressed with her crackerjack smarts about the PR/marketing industry, and we continued our conversation following my program.

As soon as I heard about Adele's innovative approach for “Maximizing or Minimizing Your 15 Minutes of Fame or Shame,” I told her, “That's a million-dollar idea. You've got to write a book about that.”

Here it is!

Did you know Advertising Age reports there are 35 companies in the United States that spend more than $1 billion on advertising every year? The list includes such household names as Disney, Apple, Ford, Comcast, and #1 ranked Proctor and Gamble, which spends more than $10 billion globally every year.

Think about it. That's the advertising budget for just 35 companies. That doesn't include the advertising, marketing, and PR budgets for all the other companies in the United States and worldwide. We're talking about hundreds of billions of dollars spent trying to influence buyer behavior.

The problem? As Adele reveals in this book, all that money that companies, associations, government agencies, and nonprofits spend on PR and marketing can come crashing down with one poorly managed crisis.

Because understand this: if you're in business, something will go wrong. It's only a matter of time. And, something will go right. Are you prepared to mitigate the PR fallout and damage of a disaster or leverage the positive potential of a success?

Imagine if you were able to predict the SPIKEs of media attention—for better or for worse. Imagine being able to mobilize a preprepared crisis management plan for when it hits the fan. Imagine being able to capitalize on favorable media buzz when your business, product, or CEO are in the news for good reasons. Imagine being able to triage your marketing dollars so you spend them only when you are top of mind with your target customers.

You don't have to imagine it. That is what Adele's book SPIKE Your Brand ROI is about to teach you. You're about to discover why premier companies such as Yum Brands, Lockheed Martin, and DuPont have hired Adele to guide their strategic marketing. You're about to discover why her speaking engagements are packed with fans who love her humor, interactive exercises, and pragmatic recommendations that they can use instantly to reap real-world results and revenue.

In case you're wondering, “What's a SPIKE?” a SPIKE is a Sudden Point of Interest that Kick-starts Exposure: It is a span of time when you and what you care about are thrust into the public eye. This can be cause for despair or cause for delight. By identifying your endgame and clarifying your goals and nonnegotiables, you can turn a SPIKE into a strategic platform that actually increases respect from your target audience—or you can sit back and get skewered.

If you care about your organization's reputation and profits, if you care about the continued respect of your employees, members, and customers, this book is a must-have. Read it and reap.

Sam Horn, Intrigue Expert, author of Tongue Fu! and POP!