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Lecture 6 how mpr adds value


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Lecture 6 how mpr adds value

  1. 1. Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Lecture 6 How MPR Adds ValueDeveloped and Presented byRoy Ying, Msc., BSG, B.Comm., MHKIoDNote: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. Table of Contents• Building Credibility – 3rd Party Credibility• Building Trust – 6 Drivers• Building Long Term Relationship – Customer Service, Loyalty, CSR and Personal Engagement 2
  3. 3. Value of MPR• Enhancement of company credibility, trust and long term relationship with target audience 3
  4. 4. How to Build Credibility?• Via 3rd party credibility 4
  5. 5. Brand Association / Partnership• Why do you always think of Coke in McDonald’s and Pepsi in Burger King? 5
  6. 6. SponsorshipWhy Barclays is willing to spend£82.25 million as a sponsor?• Vision: Barclays aims to be a top 5 global bank• Football has global appeal• Barclays has long association with Football• Premier league is the most successful and frequently watched in the world 6
  7. 7. Brand Cross Over• Why Versace wants to partner with H&M? 7
  8. 8. Client List• You probably don’t know what Kemp is, but you should know their clients. 8
  9. 9. Testimonials• Traditional: Quotes from notable clients• Modern: Youtube clips from clients• Emerging: Showing client’s success 9
  10. 10. Case Studies / Reviews 10
  11. 11. Content Strategy• This is your MPR activity plan• MPR managers need to know when and how to deploy tools such as sponsorship of events, client testimonials on youtube, launch collaboration with another brand. 11
  12. 12. Your Intellectual Property• With the right mix of MPR tools, your brand should be credible on customer’s minds. One way to measure it to see your brand frequently searched. 12
  13. 13. Your Intellectual Property• Surveys will see your brand rise to the top 13
  14. 14. Value of MPR• Enhancement of company credibility, trust and long term relationship with target audience 14
  15. 15. Building Trust • In 2009, 1,000 US companies were surveyed on the subject of brand trust. Results show:Source: Concerto Marketing and Research Now (2009) 15
  16. 16. Building Trust 16
  17. 17. 6 Drivers in Building TrustSource: Concerto Marketing and Research Now (2009) 17
  18. 18. Stability• What MPR tool can enhance this? – Brand management TODAY 1973 18
  19. 19. Stability• Which watch brand do they represent? – Brand management Titoni used him once, 19 but there is no stability
  20. 20. Stability• Assurance helps, but you have to deliver your promise. 20
  21. 21. Stability• Participation in “trust” scheme helps, but you have to pick the right one. 21
  22. 22. Stability• Media endorsement helps, but you have to stay there. 22
  23. 23. Innovation• Awards can help, but you need to keep winning the ones that matter. 23
  24. 24. Innovation• Thought leadership helps, but you have to know how to groom successor. 24
  25. 25. Innovation• Trade shows are good platforms to showcase your new products to target customers, but you have to keep investing in R&D. 25
  26. 26. Relationship• You have to develop a set of values on your customer relationship 26
  27. 27. Relationship• It’s about getting feedback, even bad ones so you can fix problems. 27
  28. 28. Relationship• Feedback Collection Channels 28
  29. 29. Practical Value• Your products or services are solving consumer’s problems• Example: Why LED is becoming popular? 29
  30. 30. Practical Value• Yes, it’s not a PR issue, but making sure people know about the practical value is. These are the 2 stages where MPR tools can be deployed. The type of tools depend on your target audience’s media consumption behavior. 30
  31. 31. Practical Value• If you are concerned about fuel prices, you might want to think of Hybrid cars. Where do people like me look for information? 31
  32. 32. Practical Value• Where would people slightly older look for information on Toyota Prius? 32
  33. 33. Practical Value• Where would the younger population look for news on Toyota Prius?• Well….not likely owing to its outlook.• But if there is such as demand, I would think they’d pick the social media, search engine and online discussion rooms 33
  34. 34. Vision• Consumers now like to know what the company’s vision is.• Apple, when it was created, produced personal computers.• Steve Jobs knew Apple had to catch up with technology so he later described Apple as a “Mobile Devices Company” 34
  35. 35. Vision• What products do you think of when you see the following brands?Which company do you think will have aclear vision on mobile communication? 35
  36. 36. Vision• What do you think of Levi’s? orLevi’s failed because the company hadno vision on high-end suits market 36
  37. 37. Competence• Yes, it is an HR issue, but we as PR managers have to build “competent” brand images and position ourselves as industry’s thought leaders.• HOW? – Media – Staff Training – Spokesperson Management – Public Affairs 37
  38. 38. Competence• Media – the strategy is to make sure the journalists will turn to you for quality information.• Regular press conferences keep your brand in the news. 38
  39. 39. Competence• Columns 39
  40. 40. Competence• Staff Training – Customer service performance pledge – Uniform (image of the company) 40
  41. 41. Spokesperson• Identify senior management staff to be groomed as company’s official spokespersons 陳志雲 商業電台行政總裁 盛品儒 亞洲電視執行董事 41
  42. 42. Spokesperson• Or specialists梁兆基 施永青先生匯豐銀行大中華區首席經濟師 中原地產創辦人 42
  43. 43. Public Affairs• Participate in politics李國寶 陳健波 田北辰東亞銀行主席兼行政總裁 慕尼黑再保險董事 G2000創辦人 43
  44. 44. Public Affairs• Or you help future stars (it’s a gamble!) 44
  45. 45. Value of MPR• Enhancement of company credibility, trust and long term relationship with target audience 45
  46. 46. Long Term Relationship• It is a commitment to your industry, your customers, the community you operate in.• Long term relationship does not happen overnight, but can be built via: – Customer relation management – CSR campaign – Personal engagement 46
  47. 47. Long Term RelationshipCustomer Communications• providing customer feedback forms• asking about customer needs when customers call with problems• training call-center staff to handle disputes uniformly and constructively• responding directly to feedback• demonstrating how the company listens to its customers• encouraging a service culture throughout the organization 47
  48. 48. Long term relationship• Customer Feedback - don’t forget the social media. There are more messages left on the web than anywhere else. 48
  49. 49. Long Term RelationshipCustomer Loyalty• creating a point system that offers rewards once a customer accumulates enough points• offering discount or free-product coupons• running contests in which customers may win prizes by entering a drawing• offering service guarantees 49
  50. 50. Long term relationship• CSR is a commitment to building long term relationship with local communities 50
  51. 51. Long term relationship• CSR may also be showing a form of commitment to the industry. 51
  52. 52. Long Term Relationship• CSR Nightmare 52
  53. 53. Long Term Relationship Personal Engagement• Website – Search function (especially contact persons) – Email enquiry is a must, and the emerging trend is to connect it with an online chat function. 53
  54. 54. Long Term Relationship Personal Engagement• Personal connections – Instead of CRM, account servicing and personal relationship are preferred. 54
  55. 55. Long Term Relationship Personal Engagement• Customers feel they are a part of the brand, the shop, the products 55
  56. 56. Long term relationship• Differentiated products – Companies would rather spend money on a superior quality products which are different from those of competitors. – The process of creating a differentiated product must involve MPR’s customer engagement tools. 56