18 2012 Cengage Learning All Rights Reserved Introductory Scenario Bring on the Buzz Procter amp Gamble creates buzz for Charmin Enjoy the Go Campaign A dozen support agencies involved ID: 180436
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Slide1
Public Relations, Influencer Marketing, and Corporate Advertising
18
©2012
Cengage
Learning. All Rights Reserved
.Slide2
Introductory Scenario: Bring on the Buzz
Procter & Gamble creates buzz for Charmin
Enjoy the Go! Campaign A dozen support agencies involved Created on site “go teams” who greeted visitors but were also screened for social media skills
Celebrities get into the act Sponsor a Broadway show and get news media involved—TV, newspaper, blogsSlide3
Public RelationsThe marketing and management communications process to foster goodwill between a firm and its constituents:
Customers Stockholders
Suppliers Employees Government entities
General publicSlide4
A New Era for Public Relations?
Firms are using PR in new and different ways to create visibility and image for a brand by getting people to “talk” about the brand.BUT…
PR is NOT the tool for establishing brands in the market. PR lacks the strategic control needed to establish a brand within the segment in the manner desired by a firm.
It is true that corporate execs want more “action” and visibility from promotion. PR is now more prominent in many IBP campaigns as consumer tire of mass media advertising.
Good PR can create a positive social “epidemic.”Slide5
The cellular phone
industry has had to
combat the bad
“PR” from distracted
driving incidents
related to cell phone
use while driving.
© 2000 JABRA CorporationSlide6
Public Relations and Damage Control Intel—Caused its own PR crisis by not responding to concerns about the performance of the Pentium chip.Taco Bell and the PR “curse” of social networking.Walmart in nearly constant damage control.
But, companies need to learn to handle bad news.Slide7
Objectives of Public RelationsPromote goodwillPromote a product or servicePrepare internal communicationsCounteract negative publicity
LobbyGive advice and counselSlide8
Tools of Public RelationsPress releasesFeature storiesCompany newslettersInterviews and press conferences
Sponsored eventsPublicitySlide9
Public Relations StrategiesProactive PR strategy
Guided by marketing objectivesPublicize a company and its brands
Take an offensive rather than defensive postureReactive PR strategy
Dictated by external influences
Focuses on problems, not opportunitiesRequires defensive measuresSlide10
Proactive StrategiesPublic relations auditPublic relations plan
Current situation analysisProgram objectives
Program rationale
Communications vehiclesMessage contentSlide11
Reactive StrategiesPublic relations auditIdentification of vulnerabilitiesSlide12
Influencer MarketingA series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word-of-mouth in a broader and relevant segment of the population.
The idea is to give the influencer something positive to talk about with respect to firms and brands.Slide13
Professional Influencer ProgramsTargeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand.
“Seeding the conversation” between the professionals and their clients.Tactics include trade show displays, direct mail communications, and personal selling calls—all IBP techniques.
The process provides professionals with “intellectual currency.”Slide14
Peer-to-Peer Influencer ProgramsTargeting social networks with positive messages about a brand to pass along through their social networks.The programs provide “social currency” within peer networks.
Buzz and Viral MarketingSlide15
Peer-to-Peer Influencer ProgramsBuzz and Viral Marketing
Buzz marketing is creating an event or experience that yields conversations that include the brand. Viral marketing
is the process of consumers marketing to consumers via:The Web (e.g., via blogs, social media, or forwarding YouTube links) or through personal contact. Simulated by a firm marketing a brand.
The idea behind both buzz and viral marketing strategies is to target a handful of carefully chosen trendsetters or connectors as your influencers, and let them spread the word.Cultivating Connectors
The sophisticated process of cultivating peer-to-peer influencers to positively tout a firm’s brand.Procter & Gamble has enrolled 600,000 “connectors” in its Vocalpoint program—mostly women with wide social networks.Slide16
Corporate AdvertisingDesigned to establish a favorable attitude toward a company as a whole.
Objectives:
Build the image of the firmBoost employee morale or attract new employeesCommunicate an organization’s views
Position the firm’s productsPlay a role in integrated brand promotionSlide17
Corporate advertising features the firm rather than one of the firm’s brands.
Courtesy BMWSlide18
Types of Corporate AdvertisingCorporate image advertising: Create a favorable predisposition toward the firm—not designed to affect sales.
Advocacy advertising: Establish the firm’s position on important social, political or environmental issues.
Cause-related advertising: Features a firm’s affiliation with an important social cause.Green Marketing:
Corporate efforts that embrace a cause or a program in support of the environment. Slide19
Drinking and driving is an important
Social issue prompting corporate
cause advertising.
Courtesy, Miller Brewing Co.