Book description
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.
Table of contents
- Cover Page
- Title Page
- Copyright
- Contents
- Foreword
- Preface
- Acknowledgments
- Dedication
- About the Author
- Chapter 1: What's Real Brand Engagement?
- Chapter 2: Why Your Brand Doesn't Stand Out
- Chapter 3: Brand Narcissism
- Chapter 4: SPIKE Assessment
- Chapter 5: Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE Method
- Chapter 6: Picking the Perfect Audiences and Crafting Compelling Messages
- Chapter 7: Manufacturing a SPIKE
- Chapter 8: When Is Your Brand Truly Relevant?
- Chapter 9: Brand Patience
- Chapter 10: SPIKE Spotting
- Chapter 11: The Upshot of a Positive SPIKE
- Chapter 12: Finding the Lost Principle of Influence
- Chapter 13: Create a Contrarian Brand Platform to Stand Out
- Chapter 14: The Fairness Fallacy and How to Call a Time-Out When Things Go Bad
- Chapter 15: Have a Crisis Plan in Place to Handle Negative SPIKEs
- Chapter 16: The Real Benefits of Responding to or Ignoring Negative SPIKEs
- Chapter 17: Maximize (or Minimize) 15 Minutes (or Days) of Fame or Shame
- Chapter 18: Why Wait? Anticipate Negative SPIKEs
- Chapter 19: Don't Spin Out of Control, Manage the Viral Spiral
- Chapter 20: Dark Websites See the Light of Day
- Chapter 21: The Underdog versus Top Dog Effect
- Chapter 22: The Pedestal Principle
-
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
- SPIKE Spotting: Worksheets
- Bibliography
- Index
Product information
- Title: SPIKE your Brand ROI: How to Maximize Reputation and Get Results
- Author(s):
- Release date: February 2015
- Publisher(s): Jossey-Bass
- ISBN: 9781118976661
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