Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Lecture 4 Managing MPR ActivitiesDeveloped and Presented byRoy Ying, Msc., BSG, B.Comm., MHKIoDNote: Pictures used in this power point fileis for academic Purpose only 1
Table of Contents• Emerging tools for customer engagement• Managing a successful trade show• Elements in organizing press conference• Other MPR tools 2
What’s Important in 2012?
Getting Help from “Friends”• Instead of one-way corporate messages, companies are engaging customers to tell their stories to others.
Thought leadership• Instead of telling people you are the expert, customers are engaged to think for themselves that you are the thought leader in the industry.
Getting People Offline• Instead of generating virtual recognition, organizations are engaging people in a way that they need to come out of the social media for face-to-face interactions.
Let Them Play• Instead of creating games on iPhone or Androids, marketers are engaging target customers in reality competition using 3G technology
Interactive Game Marketing• Instead of offering coupons on print media, companies are actively drawing customers to their shops via interactive games on electronic outdoor media.
Augmented reality• Instead of producing fancy tourist- attraction TVC, augmented reality apps are created for tourists to experience the movie setting on their destinations.
Traditional and Social Combination• Having a fan page doesn’t guarantee popularity. Companies need to invest in traditional media to boost online traffic. 10
Community Engagement• Marketers are now trying to build long term relationship with local community in a way that may seem unrelated to the business, but it’s the target audience they are after.
Table of Contents• Emerging tools for customer engagement• Managing a successful trade show• Elements in organizing press conference• Other MPR tools 12
7 Steps in Managing Trade ShowStep 1: Securing a booth• Know the rules.• HKTDC has a point system based on: – Application history – Quality of products and designs – Awards – Production quality assurance certifications – Branding effort (i.e., not just OEM) – Relationship with HKTDC
7 Steps in Managing Trade ShowStep 2: Know what you want to sell and produce the marketing collaterals (i.e., a flyer, a brochure or a CD)
7 Steps in Managing Trade ShowStep 3: Develop a sales presentation and look for opportunities to reach clients
7 Steps in Managing Trade ShowStep 4: Pre-event marketing• Database sourcing for direct marketing• Onsite promotional platform bookings• Advertising planning• Pre-arranged sales meetings• Staff recruitment and training
7 Steps in Managing Trade ShowStep 5: Pre-event PR• Publicity event planning for media – Awards competition – Fashion show or parade – Seminar – Book signing – Special occassion ceremony
7 Steps in Managing Trade ShowStep 5: Pre-event PR
7 Steps in Managing Trade ShowStep 5: Pre-event PR
7 Steps in Managing Trade ShowStep 6: Booth design• Find out how you want to interact with your clients and what you want to be selling
7 Steps in Managing Trade ShowStep 6: Booth design
7 Steps in Managing Trade ShowStep 7: Follow up with leads• Follow up meetings• Issue standard corporate or product templates• Put leads on CRM or at least on regular e- news update• Implement customer loyalty program
Table of Contents• Emerging tools for customer engagement• Managing a successful trade show• Elements in organizing press conference• Other MPR tools 23
Managing Press Conference• What should be improved? 24
Managing Press Conference• It’s just like any other events: – Who (spokesperson and target audience) – What (content) – When (time, date, season) – Where (city, venue selection) – How (why should media want to come?) 25
Who - Spokesperson• Do you want them to be your company’s spokespersons? 26
Who – Target Audience• Once you know who your target audience is, the question to ask is: What do they care about?• Example: HKGCC wanted the public to celebrate 150th anniversary. The PR message must be relevant to the public. 27
Who – Target Audience• Celebration stamp and free ride day
What• Content should be based on objectives.• What do you think of the following cases? 29
When• Considerations: – Convenience to reporters – Availability of spokespersons – Competing press events – Venue accessibility – Festive seasons or major events – Day of the week in relations to coverage 30
Where• Considerations – Easily accessible to reporters – Sizeable to accommodate all media – Availability of corporate branding – Free of potential disruptions – Place for photo opportunity or demo – No need for dress code or mobile phone limitation (i.e., private club) 31
How• Remember the Harris Grid?• Depending on whether you are in A, B, C or D, you should think of what’s required to attract media. 32
Table of Contents• Emerging tools for customer engagement• Managing a successful trade show• Elements in organizing press conference• Other MPR tools 33
MPR Activities• What kind of tools companies can deploy?• Advertorials • Surveys and researches• Contests • Seminars and forums• Special events • CSR initiatives• Public service tie-ins • Certifications• Trade shows and • Grooming of spokesperson exhibitions • Social media• Festivals & parades • Customer engagement• Sponsorships• Press conferences, media tours & receptions
Advertorial• It’s a form of advertising, except that it’s in an editorial format, usually slightly different from the newspaper’s layout, design and colouring.
Contest• Winning awards in contest can effectively generate media endorsement, especially if it is from a respected organizer.
Special events• Be more visible to the public and media.
Public Service Tie-in• Very common for charity purpose (e.g., proceed of this campaign will go to a worthy cause) to encourage spending.
Trade shows and exhibitions• It is probably the most effective way to be visible in front of target buyers.
Festival and parade• Co-brand your brand with festivals.
Sponsorship• Instead of organizing your own event, sponsorship can increase your visibility in front of target audience. What are they What are they getting out of the getting out of the millions of dollars millions of dollars of sponsorship of sponsorship fee? fee?
Sponsorship• Sometimes, sponsorship can come in a “soft” approach.
Press conf, media tour & reception• Apple’s press conferences with Steve Jobs are very successful. Media will definitely come, and also report. Apart from media Apart from media publicity, what publicity, what other objective itit other objective has achieved? has achieved?
Surveys and researches• Survey can often bring your story to the news.• Research is a sign of commitment that your company is a leader of the industry.
Seminars and forums• Companies often partner with a non-profit organization to organize seminars to position itself as an opinion leader.• Another approach is to seek invitations from event organizers as speakers to their conferences.
CSR Initiatives• It is not only a MPR activity, some countries are making CSR a mandatory disclosure requirement on annual reports.
Certificates and accreditation• These add to the credibility of your company as they mean something to consumers.
Spokespersons• Your spokespersons represent your company’s brand. Hiring celebrities is a quick way to appeal your brand to the fans of the artist, but it’s not sustainable.• You have to “own” your spokesperson.
Social media• It is an interactive platform between you and the customers.• No 1 concern is content creation.