Profiling partner programmes through thought leadership Identifying differentiators in your market Profiling topics and personalities rather than programmes Finding the right personality: Tone, voice, behaviour

1. 1© 2015 by PRecious Communications
1
Profiling partner programmes through thought
leadership
YOUR REPUTATION IS PRECIOUS …
Lars Voedisch
Principal Consultant
lars@preciouscomms.com
@larsv

2. 2© 2015 by PRecious Communications
Profiling partner programmes
through thought leadership
Why?
What?
How?

3. 3© 2015 by PRecious Communications
THOUGHT
LEADER?
THOUGHT
LEADERSHIP?
• WHAT IS A THOUGHT LEADER TO
YOU?
• WHAT IS THOUGHT LEADRSHIP
TO YOU?
FOOD FOR THOUGHT..

4. 4© 2015 by PRecious Communications
Definition
A thought leader is an individual or firm that prospects, clients, referral sources,
intermediaries and even competitors recognise as one of the
foremost authorities in selected areas of
specialisation, resulting in its being the go-to individual or organisation
for said expertise.
Russ Alan Prince and Bruce Rogers, authors of Profitable Brilliance
A thought leader is a person who identifies trends, common
themes and patternswithin a particular industry or functional area
of expertise to help others identify new opportunities or solutions for growth.
Glenn Llopis, thought-leadership, human capital and business strategy consultant
THOUGHT LEADER

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Definition
Thought leadership should be an entry point to a relationship. Thought
leadership should intrigue, challenge, and inspire even
people already familiar with a company.
It should help start a relationship where none
exists, and it should enhance existing relationships.
Daniel W. Rasmus, author of Listening to the Future
THOUGHT LEADERSHIP

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How to become a thought leader?
Source: Forbes.com, Dorie Clark

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How to become a thought leader?
1.Start with one thing
2.Ride a growing wave
3.Expand your empire
4.Go where the people are
How could this apply for some
of your programmes?

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• Why should you identify key differentiators?
– Defines your position in the market/industry among
competitors
– Also referred to as Unique Selling Point (USP)
• It should be unique, measurable
and defendable
• Answers the question of
“Why should I purchase the
product/service from you versus
other similar alternatives?”
Identifying key differentiators –
What’s yours?

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So… What is your Partner
Programmes’ USP?
For whom?

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The Challenge of Profiling
• How should you profile
you and your partner
programmes?
– Get your thought leader hat on
and
stop profiling programmes
and
start profiling…

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Personalities

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Personalities
But:
• Partner programmes are more than one
person
• The people associated with the programme
might change
• Our experts might be media shy
• Limited availability
• Not everyone is like Steve Jobs
…

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Nobody wants to talk to an
academic

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Nobody wants to talk to an
academic
Media wants real life
experts

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Finding the right match
• Tone
– Authoritative
– Confident
Brand Matching Challenge:
• Your brand
• Partner Programme Brand
• The Person
Thought
Leadership
101

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Finding the right inroads
Angles
– Current Affairs
– Trends
– Research
– Commentary
– Perspective
Must-haves
– Relevance
– Accessibility
– Timeliness

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Topics
• Step one – Identify your area of expertise
• Step two – Determine how you will contribute
valuable new insights to the topics
• Result – Establishing your thought leadership
position via the topics

18. 20© 2015 by PRecious Communications

19. 21© 2015 by PRecious CommunicationsSource: MarketWired
Any questions or
comments?

20. 22© 2015 by PRecious Communications
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