General Principles of Intellectual Property: Concepts of Intellectual Proper...
Lecture 6 how mpr adds value
1. Post Graduate Diploma in PR & Exhibitions Management
Marketing Public Relations and Audience
Lecture 6
How MPR Adds Value
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this power point file
is for academic Purpose only 1
2. Table of Contents
• Building Credibility
– 3rd Party Credibility
• Building Trust
– 6 Drivers
• Building Long Term Relationship
– Customer Service, Loyalty, CSR and Personal
Engagement
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3. Value of MPR
• Enhancement of company credibility,
trust and long term relationship with
target audience
3
4. How to Build Credibility?
• Via 3rd party credibility
4
5. Brand Association / Partnership
• Why do you always think of Coke in
McDonald’s and Pepsi in Burger King?
5
6. Sponsorship
Why 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
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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.
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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
14. Value of MPR
• Enhancement of company credibility,
trust and long term relationship with
target audience
14
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
29. Practical Value
• Your products or services are solving
consumer’s problems
• Example: Why LED is becoming popular?
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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.
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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?
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32. Practical Value
• Where would people slightly older look for
information on Toyota Prius?
32
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
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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. Vision
• What products do you think of when you
see the following brands?
Which company do you think will have a
clear vision on mobile communication? 35
36. Vision
• What do you think of Levi’s?
or
Levi’s failed because the company had
no vision on high-end suits market 36
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
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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.
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45. Value of MPR
• Enhancement of company credibility,
trust and long term relationship with
target audience
45
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
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47. Long Term Relationship
Customer 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
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48. Long term relationship
• Customer Feedback - don’t forget the
social media. There are more messages
left on the web than anywhere else.
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49. Long Term Relationship
Customer 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
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50. Long term relationship
• CSR is a commitment to building long term
relationship with local communities
50
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.
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54. Long Term Relationship
Personal Engagement
• Personal connections
– Instead of CRM, account servicing and
personal relationship are preferred.
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55. Long Term Relationship
Personal Engagement
• Customers feel they are a part of the
brand, the shop, the products
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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.
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