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Public Relations, Influencer Marketing, and Corporate Adver Public Relations, Influencer Marketing, and Corporate Adver

Public Relations, Influencer Marketing, and Corporate Adver - PowerPoint Presentation

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Public Relations, Influencer Marketing, and Corporate Adver - PPT Presentation

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

social marketing relations public marketing social public relations advertising brand corporate peer buzz influencer firm

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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.