Jane Cooper of Cooper Hong Inc., a public relations and marketing communications agency attending the marcus evans B2B Marketing Summit 2011, on creating customer engagement through social media channels. Interview with: Jane Cooper, president and chief executive officer, Cooper Hong Inc.

1. November 13-15, 2011 | The Ritz-Carlton | AmeliaSprings| |FL
7-8, 2011 | The Broadmoor | Colorado Island CO
Cooper Hong Inc.:
Achieving Visibility in Today’s Marketplace
Jane Cooper of Cooper Hong Inc., a public relations and marketing communications
agency attending the marcus evans B2B Marketing Summit 2011, on creating customer
engagement through social media channels.
Interview with: Jane Cooper, president and chief executive officer, Cooper Hong Inc.
FOR IMMEDIATE RELEASE
The way in which we communicate with customers has Keep in mind that a website by itself is passive. All
changed more in the last two years than it has in the last 20, communications channels must be integrated for the
says Jane Cooper, president and chief executive officer, organization and its brands to stand out and reach out. The
Cooper Hong Inc. If we want to achieve loyalty today, we more points of entry an organization has, whether through
must lock-in to what the customer cares about, in a very real YouTube, Facebook, LinkedIn, links or articles on industry
and tangible way. sites, the more chance there is that prospects will come across
the company’s website.
As a full-service marketing communications agency
participating in the upcoming marcus evans B2B Marketing How can marketing executives adopt their client’s voices?
Summit 2011, in Colorado Springs, Colorado, Nov. 7-8,
Cooper discusses customer engagement, the growing Jane Cooper: B2B Marketing executives should become
popularity of video content and the importance of integrating partners in subject-matter expertise with their clients. We
all communications channels. quickly learn the clients’ industry and market in order to
deliver relevant content to their customer base.
How can organizations maintain customer loyalty through
public relations and marketing? Your marketing team has to understand who the target
audience is and what they care about. The appropriate
Jane Cooper: Part of the challenge is to establish and maintain content should then be delivered through a range of media
relationships with customers. The advent of social media and with the best ability to reach your target audiences.
video content has given us the opportunity to engage with
prospects in areas of very finite interests. The message across all channels must be consistent. Whether
looking at a company website, a news release, a tradeshow
The first step in maintaining customer loyalty is engaging exhibit or an advertising campaign, the voice must be the
consumers and hitting them where their interests lie. No same throughout.
electronic advertising visually compares to a full page
advertisement in a newspaper or magazine. Instead, in this What are the upcoming trends in the B2B Marketing area?
constantly changing media world, we need to connect using
the confined space of an online banner ad or the even smaller Jane Cooper: Video content is gaining ground at a
confines of a smart phone ad. This makes knowing the phenomenal pace in both the B2B and B2C areas. The
customer’s pain points and interests critical. More than that, popularity of video today is astonishing, with YouTube ranking
creating additional touches with the customer through public third for traffic globally, after Google and Facebook.
relations, including articles, customer testimonials, blogs and Consumers are now using YouTube as a search engine tool,
video, is more important than ever. which means that most companies need to include a YouTube
video channel and links in their marketing mix to ensure
How can social media help organizations stand out? visibility.
Jane Cooper: Customer loyalty programs on Facebook can be Also trending up at a steep trajectory are mobile applications,
a great tool for engagement, but we recommend doing especially as users seek to access content in real time. Being
research before pushing B2B clients toward this or other social able to deliver immediate news and video content today is
media to confirm if, how and when their prospects are using crucial.
the medium.
www.b2bmarketing-summit.com

2. November 13-15, 2011 | The Ritz-Carlton | AmeliaSprings| |FL
7-8, 2011 | The Broadmoor | Colorado Island CO
Do you have one final message?
Jane Cooper: To ensure their companies and brands are visible
in the marketplace, marketing executives must keep abreast of
the changing communication technologies and especially the
relationship between search engine optimization, social media
and relevant content.
Contact: Stacey Melvin, Journalist, marcus evans, Summits Division
Tel: + 357 22 849 400
Email: press@marcusevanscy.com
About the B2B Marketing Summit 2011
This unique forum will take place at The Broadmoor, Colorado Springs, Colorado, Nov. 7-8, 2011. Offering much more
than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought
leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations
on leveraging the changes in media, brand building and strategies for sustainable growth.
For more information please send an email to info@marcusevanscy.com or visit the event website at
www.b2bmarketing-summit.com
marcus evans group - marketing/sales sector portal
Complementing our summit format, the Marketing Network – marcus evans Summits group delivers peer-to-peer
information on strategic matters, professional trends and breakthrough innovations. Lend an ear to fellow experts and
live news from our events on our LinkedIn and Twitter accounts!
Please note that the summit is a closed business event and the number of participants strictly limited.
About Cooper Hong Inc.
Based in St. Charles, Ill., CHI is a full-service public relations and marketing communications firm that delivers successful,
integrated B2B marketing solutions for clients in a variety of industries. CHI combines the creative firepower, expertise
and resources of a large agency with the agility, drive and personal attention of a smaller firm. CHI is ready to provide
solid strategic capabilities and creative solutions that can help your business succeed.
For more information, visit: www.cooperhong.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and
discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a
unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one
business meetings. For more information, please visit www.marcusevans.com
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www.b2bmarketing-summit.com