SPIKE your Brand ROI: How to Maximize Reputation and Get Results
- 3h 18m
- Adele R. Cehrs
- John Wiley & Sons (US)
- 2015
According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? The truth is, only 5% of people say that social media has a profound effect on their purchasing decisions. Moreover, only 2.7% of people are willing to stick their neck out on the line to recommend your brand via social media, a factor known as 'social risk.'
In SPIKE Your Brand ROI, public relations maven Adele Cehrs shares her strategy for effective engagement: it's all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE - a Sudden Point of Interest that Kick-starts Exposure. This is your opportunity to reach people when they are primed to hear your message, and your brand is most relevant to their lives.
Based on the author's actual engagements with clients like Yum Brands, Lockheed Martin, DuPont, and more, this practical guide outlines a new, pragmatic approach that will enable you to:
- Learn to recognize brand patterns that are driven by audience interests and outside events
- Focus your energy, resources, and money when your brand is top-of-mind
- Decrease your marketing spend while increasing your bottom-line benefits
- Maximize benefits or mitigate damage by anticipating when your company, association, or nonprofit is going to be in the spotlight
- Retool traditional word-of-mouth initiatives for optimum results
With Adele Cehrs' proven methodology, you can turn a SPIKE into a strategic platform from which to improve results, build respect, and boost your ROI.
About the Author
ADELE CEHRS, the owner of Epic PR Group, has served as PR strategist for clients like DirectTV, Johnson and Johnson, DuPont, Lockheed Martin, and Verizon. She frequently serves as a media expert for Forbes and the Wall Street Journal, and has trained numerous CEOs in the art of media management. Using her SPIKE method, Adele has transformed virtually unknown businesses, including 1-800-Flowers.com and Georgetown Cupcake, into multimillion-dollar household names.
In this Book
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Spike Your Brand ROI—How to Maximize Reputation and Get Results
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Foreword
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Preface
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What’s Real Brand Engagement?
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Why Your Brand Doesn’t Stand Out
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Brand Narcissism
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SPIKE Assessment
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Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE Method
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Picking the Perfect Audiences and Crafting Compelling Messages
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Manufacturing a SPIKE: Provide First-of-Their-Kind Pitches, Stories, and Messages
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When Is Your Brand Truly Relevant? Turn Your Editorial Calendar into a Relevance Calendar
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Brand Patience: Why You Need It
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SPIKE Spotting
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The Upshot of a Positive SPIKE
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Finding the Lost Principle of Influence
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Create a Contrarian Brand Platform to Stand Out
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The Fairness Fallacy and How to Call a Time-Out When Things Go Bad
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Have a Crisis Plan in Place to Handle Negative SPIKEs
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The Real Benefits of Responding to or Ignoring Negative SPIKEs
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Maximize (or Minimize) 15 Minutes (or Days) of Fame or Shame
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Why Wait? Anticipate Negative SPIKEs
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Don’t Spin Out of Control, Manage the Viral Spiral
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Dark Websites See the Light of Day
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The Underdog versus Top Dog Effect—How Some Brands Pick Themselves Up and Come Back Stronger
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The Pedestal Principle
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Internal SPIKEs
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Measuring the ROI of a SPIKE
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Worksheets
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Bibliography
