TOPAZ PARTNERS Strategic Communications Your  Air Cover   In the Battle For  T&E Reporting Market Share … … And Mind Share
<ul><li>Strategic communications — a new approach to public relations and marketing communications </li></ul><ul><li>Topaz...
<ul><ul><li>Extends beyond roots in traditional media relations, marketing communications </li></ul></ul><ul><ul><ul><li>B...
<ul><li>Focused on influencing influencers who help build mind share and establish your reputation with target audiences <...
What is Strategic Communications ? <ul><li>Multi-faceted integrated communications </li></ul><ul><ul><li>Industry analyst ...
Topaz Partners <ul><ul><li>Specialists in strategic business communications </li></ul></ul><ul><ul><li>Senior team of tech...
Track Record of Success
The Battleground—Challenges  <ul><ul><li>Microsoft’s plan to add MS T&E icon to Windows </li></ul></ul><ul><ul><li>Bill He...
The Battleground—Opportunities  <ul><ul><li>Unique approach to T&E Reporting </li></ul></ul><ul><ul><li>Upcoming product r...
Your Marketing Arsenal  <ul><ul><li>Special Forces </li></ul></ul><ul><ul><ul><li>E-newsletters </li></ul></ul></ul><ul><u...
Strategic Communications Targets:  The Influencers -- Media <ul><ul><ul><ul><li>Newsletters </li></ul></ul></ul></ul><ul><...
Strategic Communications Targets:  The Influencers <ul><ul><li>Industry Analysts </li></ul></ul><ul><ul><ul><li>Eric Schmi...
Strategic Communications – Battle Plan <ul><ul><li>Messaging/Mapping </li></ul></ul><ul><ul><ul><li>Identify key influence...
<ul><ul><li>Media Outreach/Relationship-Building </li></ul></ul><ul><ul><ul><li>Face-to-face meetings </li></ul></ul></ul>...
<ul><ul><li>Visibility-Building — News releases, e-releases </li></ul></ul><ul><ul><ul><li>New products, upgrades </li></u...
Your Options <ul><ul><li>Focus on the Special Forces </li></ul></ul><ul><ul><ul><li>Lack of effective backdrop makes the b...
How Cost Effective? Strategic Communications Budget  $40,000 Visibility Building $50,000 Media Outreach $30,000 Analyst Ou...
Why Invest In Strategic Communications? <ul><li>“ The value of a business increasingly lurks not in physical and financial...
Why Invest In Strategic Communications? <ul><li>PR ranked as one of top three priorities in meeting sales and marketing ob...
Next Steps — Launching Your Strategic Communications Campaign <ul><ul><li>Take stock of the battleground — the enemy, your...
Spurious Software and Topaz Partners <ul><li>In the battle for T&E Reporting market share and mind share … </li></ul><ul><...
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Your Air Cover In the Battle For T

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Your Air Cover In the Battle For T

  1. 1. TOPAZ PARTNERS Strategic Communications Your Air Cover In the Battle For T&E Reporting Market Share … … And Mind Share
  2. 2. <ul><li>Strategic communications — a new approach to public relations and marketing communications </li></ul><ul><li>Topaz Partners — a new breed of public relations firm, focused on strategic communications with a business development mindset </li></ul>
  3. 3. <ul><ul><li>Extends beyond roots in traditional media relations, marketing communications </li></ul></ul><ul><ul><ul><li>Beyond “dial & smile” — knowledge-based relationship-building </li></ul></ul></ul><ul><ul><ul><li>Beyond press releases – e-newsreleases, web-based press kit, media e-newsletters, website newsroom </li></ul></ul></ul><ul><ul><ul><li>Beyond ed-opp calendars – creating opportunities </li></ul></ul></ul><ul><ul><ul><li>Beyond road-shows – online meetings, demos, email outreach </li></ul></ul></ul><ul><ul><ul><li>Beyond data sheets and brochures – website development </li></ul></ul></ul>What is Strategic Communications ?
  4. 4. <ul><li>Focused on influencing influencers who help build mind share and establish your reputation with target audiences </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Investors </li></ul></ul><ul><ul><li>Partners </li></ul></ul>What is Strategic Communications ?
  5. 5. What is Strategic Communications ? <ul><li>Multi-faceted integrated communications </li></ul><ul><ul><li>Industry analyst relations </li></ul></ul><ul><ul><li>Financial communications </li></ul></ul><ul><ul><li>Executive communications </li></ul></ul><ul><ul><li>Crisis communications </li></ul></ul><ul><ul><li>Communications-driven management consulting </li></ul></ul><ul><ul><li>…online and offline </li></ul></ul>
  6. 6. Topaz Partners <ul><ul><li>Specialists in strategic business communications </li></ul></ul><ul><ul><li>Senior team of tech industry professionals </li></ul></ul><ul><ul><li>Experience in communications and management </li></ul></ul><ul><ul><li>Background across full range of communications disciplines </li></ul></ul>
  7. 7. Track Record of Success
  8. 8. The Battleground—Challenges <ul><ul><li>Microsoft’s plan to add MS T&E icon to Windows </li></ul></ul><ul><ul><li>Bill Hewlett’s crusade to undermine last year’s proposed merger with HP’s Bogus Business Software Division </li></ul></ul><ul><ul><li>Fallout from Enron’s involvement in beta customer program </li></ul></ul><ul><ul><li>Increasing competition/consolidation in T&E Reporting space </li></ul></ul><ul><ul><li>Vaporware issue </li></ul></ul><ul><ul><li>Lack of referenceable customers and any visibility with influencers </li></ul></ul>
  9. 9. The Battleground—Opportunities <ul><ul><li>Unique approach to T&E Reporting </li></ul></ul><ul><ul><li>Upcoming product release </li></ul></ul><ul><ul><li>Evolving line-up of beta customers </li></ul></ul><ul><ul><li>Background, perspective of management team </li></ul></ul><ul><ul><li>Increased focus on T&E as strategic capability—greater emphasis on accounting principles </li></ul></ul><ul><ul><li>Opportunity to fill void as driving force in T&E Reporting </li></ul></ul>
  10. 10. Your Marketing Arsenal <ul><ul><li>Special Forces </li></ul></ul><ul><ul><ul><li>E-newsletters </li></ul></ul></ul><ul><ul><ul><li>Search-engine optimization </li></ul></ul></ul><ul><ul><ul><li>Relationship marketing </li></ul></ul></ul><ul><ul><ul><li>Conferences, seminars, road shows </li></ul></ul></ul><ul><ul><li>Air Cover </li></ul></ul><ul><ul><ul><li>Strategic Communications — activities aimed at… </li></ul></ul></ul><ul><ul><ul><ul><li>Setting the backdrop </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Raising visibility </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Developing your reputation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Building the buzz and the bandwagon by influencing the influencers of your target audience </li></ul></ul></ul></ul>
  11. 11. Strategic Communications Targets: The Influencers -- Media <ul><ul><ul><ul><li>Newsletters </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Managing T&E—Andy Dzamba </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Financial Executives News—Timothy Harris </li></ul></ul></ul></ul></ul><ul><li>Online Media </li></ul><ul><ul><li>CNet </li></ul></ul><ul><ul><li>MSNBC </li></ul></ul><ul><ul><li>CNN Interactive </li></ul></ul><ul><ul><li>Slashdot.org </li></ul></ul><ul><li>Vertical Media </li></ul><ul><ul><li>Sales and Marketing Management—Christine Galea </li></ul></ul><ul><ul><li>Lawyers Weekly USA </li></ul></ul><ul><ul><li>Consulting Magazine </li></ul></ul><ul><li>Trade Media </li></ul><ul><ul><li>Finance Technology </li></ul></ul><ul><ul><li>Computerworld </li></ul></ul><ul><ul><li>InformationWeek </li></ul></ul><ul><li>Business Media </li></ul><ul><ul><li>CFO/CIO </li></ul></ul><ul><ul><li>Business Week </li></ul></ul><ul><ul><li>BBJ— Phil Sweeney </li></ul></ul>
  12. 12. Strategic Communications Targets: The Influencers <ul><ul><li>Industry Analysts </li></ul></ul><ul><ul><ul><li>Eric Schmitt, Forrester </li></ul></ul></ul><ul><ul><ul><li>Thomas Topolinski, Gartner Research </li></ul></ul></ul><ul><ul><ul><li>Laurie Balch, Gartner Research </li></ul></ul></ul><ul><ul><ul><li>Andrew Ware, IDC </li></ul></ul></ul><ul><ul><li>Consultants </li></ul></ul><ul><ul><ul><li>Bain, EDS, Perot </li></ul></ul></ul><ul><ul><li>Other Buzz-Builders – partners, other vendors, pundits </li></ul></ul><ul><ul><ul><li>Bob Metcalf, Steve Alsop, Esther Dyson, Jeff Tarter </li></ul></ul></ul>
  13. 13. Strategic Communications – Battle Plan <ul><ul><li>Messaging/Mapping </li></ul></ul><ul><ul><ul><li>Identify key influencers </li></ul></ul></ul><ul><ul><ul><li>Focus your message </li></ul></ul></ul><ul><ul><ul><li>Message intranet, online media training </li></ul></ul></ul><ul><ul><li>Analyst Outreach/Relationship-Building </li></ul></ul><ul><ul><ul><li>Introduction/pre-launch analyst meetings </li></ul></ul></ul><ul><ul><ul><ul><li>Seek counsel on marketing/business development strategies </li></ul></ul></ul></ul><ul><ul><ul><li>Track reports/coverage, identify T&E experts </li></ul></ul></ul><ul><ul><ul><li>Build database of analyst media references </li></ul></ul></ul><ul><ul><ul><li>Launch analyst e-newsletter </li></ul></ul></ul>
  14. 14. <ul><ul><li>Media Outreach/Relationship-Building </li></ul></ul><ul><ul><ul><li>Face-to-face meetings </li></ul></ul></ul><ul><ul><ul><li>Editorial board meetings </li></ul></ul></ul><ul><ul><ul><li>“ Trackable” e-releases </li></ul></ul></ul><ul><ul><ul><li>“ Spurious as expert reference” — offer perspective, insight </li></ul></ul></ul><ul><ul><ul><li>E-newsroom </li></ul></ul></ul><ul><ul><li>Visibility-Building — Editorial Opportunities </li></ul></ul><ul><ul><ul><li>Viewpoint pieces, case studies </li></ul></ul></ul><ul><ul><ul><li>Management profiles, customer profiles, features </li></ul></ul></ul><ul><ul><ul><li>Spurious-generated trend stories </li></ul></ul></ul>Strategic Communications — Battle Plan
  15. 15. <ul><ul><li>Visibility-Building — News releases, e-releases </li></ul></ul><ul><ul><ul><li>New products, upgrades </li></ul></ul></ul><ul><ul><ul><li>Customer wins </li></ul></ul></ul><ul><ul><ul><li>Management, partnership announcements </li></ul></ul></ul><ul><ul><li>Visibility-Building — Networking, Speaking Opps </li></ul></ul><ul><ul><ul><li>Agenda </li></ul></ul></ul><ul><ul><ul><li>PC Forum </li></ul></ul></ul><ul><ul><ul><li>Business Week Executive Summit </li></ul></ul></ul><ul><ul><li>Integrate with Other Marketing Initiatives </li></ul></ul>Strategic Communications – Battle Plan
  16. 16. Your Options <ul><ul><li>Focus on the Special Forces </li></ul></ul><ul><ul><ul><li>Lack of effective backdrop makes the battle more difficult — and success more of a challenge </li></ul></ul></ul><ul><ul><li>Launch Advertising Air Cover </li></ul></ul><ul><ul><ul><li>Expensive and of questionable validity </li></ul></ul></ul><ul><ul><li>Launch a Balanced Battle Plan </li></ul></ul><ul><ul><ul><li>Build the buzz that will make all other marketing initiatives more successful </li></ul></ul></ul><ul><ul><ul><li>Generate credible, 3 rd -party validation </li></ul></ul></ul><ul><ul><ul><li>Achieve cost-effective audience coverage </li></ul></ul></ul>
  17. 17. How Cost Effective? Strategic Communications Budget $40,000 Visibility Building $50,000 Media Outreach $30,000 Analyst Outreach $ 7,000 Messaging/Mapping
  18. 18. Why Invest In Strategic Communications? <ul><li>“ The value of a business increasingly lurks not in physical and financial assets that are on the balance sheet, but in intangibles.” </li></ul><ul><li>The Economist </li></ul><ul><li>“ If you’re not managing your corporate reputation, you’re wasting a global corporate asset.” </li></ul><ul><li>CEO </li></ul><ul><li>“ A reputation is an incredible asset, one you can’t appreciate until you lose it. And when you do, every aspect of business gets harder and more costly.” </li></ul><ul><li>CEO </li></ul><ul><li>“ If you lose dollars for the firm by bad decisions, I will be understanding. If you lose reputation for the firm, I will be ruthless.” </li></ul><ul><li>Warren Buffet </li></ul>
  19. 19. Why Invest In Strategic Communications? <ul><li>PR ranked as one of top three priorities in meeting sales and marketing objectives. </li></ul><ul><li>American Advertising Federation </li></ul><ul><li>96% of CEOs believe reputation is important to their companies </li></ul><ul><li>77% believe good reputation helps sell products and services </li></ul><ul><li>61% believe good reputation helps attract employees </li></ul><ul><li>53% believe good reputation increases credibility in times of crisis </li></ul><ul><li>CEO Magazine Poll </li></ul>
  20. 20. Next Steps — Launching Your Strategic Communications Campaign <ul><ul><li>Take stock of the battleground — the enemy, your weakness, your strengths </li></ul></ul><ul><ul><li>Lay out the battle plan </li></ul></ul><ul><ul><li>Attack the marketplace with overwhelming force </li></ul></ul>
  21. 21. Spurious Software and Topaz Partners <ul><li>In the battle for T&E Reporting market share and mind share … </li></ul><ul><li>Strategic communications is your air cover … </li></ul><ul><li>and Topaz Partners has the fire power </li></ul>

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