Lecture 6 how mpr adds value
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The document discusses how marketing, public relations, and audience (MPR) adds value by building credibility, trust, and long-term relationships. It outlines tools used in MPR like sponsorship, brand partnerships, client lists, case studies and more to build credibility through third party associations. Six drivers of trust - stability, innovation, relationships, practical value, vision and competence - are examined. Finally, developing long-term relationships through customer service, loyalty programs, CSR initiatives and personal engagement are covered.
Lecture 6 how mpr adds value
- 1. Post Graduate Diploma in PR & Exhibitions Management 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 1
- 2. Table of Contents • Building Credibility – 3rd Party Credibility • Building Trust – 6 Drivers • Building Long Term Relationship – Customer Service, Loyalty, CSR and Personal Engagement 2
- 3. Value of MPR • Enhancement of company credibility, trust and long term relationship with target audience 3
- 4. How to Build Credibility? • Via 3rd party credibility 4
- 5. Brand Association / Partnership • Why do you always think of Coke in McDonald’s and Pepsi in Burger King? 5
- 6. Sponsorship 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 6
- 7. Brand Cross Over • Why Versace wants to partner with H&M? 7
- 8. Client List • You probably don’t know what Kemp is, but you should know their clients. 8
- 9. Testimonials • Traditional: Quotes from notable clients • Modern: Youtube clips from clients • Emerging: Showing client’s success 9
- 10. Case Studies / Reviews 10
- 11. 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. 11
- 12. 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. 12
- 13. Your Intellectual Property • Surveys will see your brand rise to the top 13
- 14. Value of MPR • Enhancement of company credibility, trust and long term relationship with target audience 14
- 15. 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) 15
- 16. Building Trust 16
- 17. 6 Drivers in Building Trust Source: Concerto Marketing and Research Now (2009) 17
- 18. Stability • What MPR tool can enhance this? – Brand management TODAY 1973 18
- 19. Stability • Which watch brand do they represent? – Brand management Titoni used him once, 19 but there is no stability
- 20. Stability • Assurance helps, but you have to deliver your promise. 20
- 21. Stability • Participation in “trust” scheme helps, but you have to pick the right one. 21
- 22. Stability • Media endorsement helps, but you have to stay there. 22
- 23. Innovation • Awards can help, but you need to keep winning the ones that matter. 23
- 24. Innovation • Thought leadership helps, but you have to know how to groom successor. 24
- 25. Innovation • Trade shows are good platforms to showcase your new products to target customers, but you have to keep investing in R&D. 25
- 26. Relationship • You have to develop a set of values on your customer relationship 26
- 27. Relationship • It’s about getting feedback, even bad ones so you can fix problems. 27
- 28. Relationship • Feedback Collection Channels 28
- 29. Practical Value • Your products or services are solving consumer’s problems • Example: Why LED is becoming popular? 29
- 30. 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. 30
- 31. 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? 31
- 32. Practical Value • Where would people slightly older look for information on Toyota Prius? 32
- 33. 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 33
- 34. 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” 34
- 35. 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? 35
- 36. Vision • What do you think of Levi’s? or Levi’s failed because the company had no vision on high-end suits market 36
- 37. 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 37
- 38. 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. 38
- 39. Competence • Columns 39
- 40. Competence • Staff Training – Customer service performance pledge – Uniform (image of the company) 40
- 41. Spokesperson • Identify senior management staff to be groomed as company’s official spokespersons 陳志雲 商業電台行政總裁 盛品儒 亞洲電視執行董事 41
- 42. Spokesperson • Or specialists 梁兆基 施永青先生 匯豐銀行大中華區首席經濟師 中原地產創辦人 42
- 43. Public Affairs • Participate in politics 李國寶 陳健波 田北辰 東亞銀行主席兼行政總裁 慕尼黑再保險董事 G2000創辦人 43
- 44. Public Affairs • Or you help future stars (it’s a gamble!) 44
- 45. Value of MPR • Enhancement of company credibility, trust and long term relationship with target audience 45
- 46. 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 46
- 47. 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 47
- 48. Long term relationship • Customer Feedback - don’t forget the social media. There are more messages left on the web than anywhere else. 48
- 49. 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 49
- 50. Long term relationship • CSR is a commitment to building long term relationship with local communities 50
- 51. Long term relationship • CSR may also be showing a form of commitment to the industry. 51
- 52. Long Term Relationship • CSR Nightmare 52
- 53. 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. 53
- 54. Long Term Relationship Personal Engagement • Personal connections – Instead of CRM, account servicing and personal relationship are preferred. 54
- 55. Long Term Relationship Personal Engagement • Customers feel they are a part of the brand, the shop, the products 55
- 56. 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. 56