Treating Media as a Customer
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Treating Media as a Customer

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Presentation to PRSA MD by Ralph Crosby of Crosby Marketing Communications. Ralph discusses the importance of treating media as a customer.

Presentation to PRSA MD by Ralph Crosby of Crosby Marketing Communications. Ralph discusses the importance of treating media as a customer.

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Treating Media as a Customer Treating Media as a Customer Presentation Transcript

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    • “Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result; that is, from the customer’s point of view.”
    • Peter Drucker – “The Practice of Management”
  • Ralph’s Definition of “Customers”
    • “Those whose satisfaction is key
    • to the organization’s success.”
  • WIIFM
    • “ What’s In It For Me”
  • The Media As Customers
    • Cater to their needs
    • Build lasting relationships
    • Be honest with them
    • Forgive their trespasses
  • Build Media Relationships
    • Get on a first-name basis
    • Know their position and responsibilities
    • Exchange thoughts
    • Show appreciation for their work
    • Discuss errors diplomatically but firmly
  • The Results of Customer Loyalty
    • Repeat business at lower cost of sales
    • Unpaid ambassadors for the brand
    • Ongoing value over the customer lifetime
    • Content
    • Is King
  • The Value Of Quality Content
    • It builds brand loyalty
    • It moves customers to action
    • It brings customers back for more
    • It differentiates the organization or its products from the competition
  • Content Is Best If It’s Either
    • Funny
    • Sad
    • Shocking
    • Timely
    • Most of All - Emotional
  • Atlantis Resort On Paradise Island
    • People Are Motivated By Content
    • That Plays On Their Feelings
    • Positive = Love & Kindness
    • Negative = Fear & Greed
    • Content That Generates
    • Strong Emotional Reaction Creates Better
    • Recall
    • Persuasion
    • Liking
    • Action
    • Social Networks = Word Of Mouth
    • In The Online Age
  • The Growth Of Facebook
    • Social network users exceed half a billion and Facebook tops them all
    • If Facebook was a country, it would be 3 rd largest in the world
    • Facebook tops Google for weekly U.S. Internet traffic
    • 50% of mobile Internet traffic in the United Kingdom is on Facebook
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  • The Future Of Marketing Defined
    • “The marriage between old media and new media is broadening the reach of all media, from one channel to another, from person to person.”