lecture 7 planning mpr

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Marketing Public Relations and Audience Lecture 7

Planning MPR

Developed and Presented by

Roy Ying, Msc., BSG, B.Comm., MHKIoD

Note: Pictures used in this power point file

is for academic Purpose only

Post Graduate Diploma in PR & Exhibitions Management

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Table of Contents

• Steps in planning MPR1. Conduct brand survey

2. Set SMART goals

3. Evaluate MPR inventory

4. Implementation of MPR activities

• Measuring MPR

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Step 1: Brand Survey

• Conduct a brand survey

– What your customers are saying

– What’s important to them

– What perception people have on your brand

– What they like and dislike

– What key messages you need to address

– What are their behavior

– How do they think of you vs. your competitors

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Brand Survey

• Example: Reader’s Digest Trusted Brand

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Methodology

• You need a professional partner. RD picked Synovate. It’s one of the biggest research firms in the world with 5,900 staff in 64 countries.

• This is for credibility.

• People tend to trust professionals.

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Methodology

• Identify your target market

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Methodology• Scope:

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Methodology

• Structure of questionnaire – It’s about find out what’s important for your customers.

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Methodology

• Ways to reach target audience

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Results - Insights

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Results - Behavior

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Results - Comparison

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Results – Priority Agenda

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Results – Working Across Region

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Results – Punch Line

• This is the selling point

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Step 2: SMART Goals

• Identify SMART goals in the following MPR objectives:

– Credibility

– Trust

– Long term relationship

• Brand survey tells you where you are. Now you have to think of what’s most important to your firm and set goals, preferably quantitatively

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SMART - Credibility

Which of the following factors do you need

to improve?

1. Source credibility

2. Corporate credibility

3. Third party credibility

Where do you want to be in the future?

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SMART - Credibility

1. Source credibility: Trustworthiness

– Which source is more credible?

– Even if you are comfortable with your position,

what do you need to do to maintain?

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SMART - Credibility

1. Source credibility: Expertise

– Which source is more credible?

– Is there a need for them to improve?

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SMART - Credibility

2. Corporate credibility: Celebrity Endorsement on advertising

– Is the current celebrity bringing you the level

of credibility you want?

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SMART - Credibility

2. Corporate credibility: Corporate endorser on marketing campaign

– Are these clients you are proud of?

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SMART - Credibility

3. Third-party credibility: Sponsorship, Awards and Surveys…Which ones do you want?

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SMART - Credibility

• Objectives should be based on the factors

affecting brand credibility

• For example:

– Apple Daily: to be viewed as reliable a news source as South China Morning Post

– CL: to be the leading financial institution with the expertise in predicting stock market

– SAP: to service clientele who are among the Fortune 500 companies

– MO: to be the preferred choice of hotel among the rich and famous

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SMART - Trust

Which of the following factors affecting

brand trust do you need to improve?

1. Reputation

2. Competence

3. Predictability

Where do you want to be in the future?

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SMART - Trust

2. Competence

• A competent brand is one that has the ability to

crack a customer’s problem and to meet the

need (Butler and Cantrell, 1984; Butler, 1991).

• In MPR, the activities are:

– Use of well-judged opinion leader or expert figure.

– Association of brand with authoritative programs or

schemes

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SMART - Trust

1. Reputation

• Consumers assess a brand’s reputation from past experience of third party’s trustworthiness, integrity, and honesty.

• What do you thinkof ATV’s reputation?

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SMART - Trust

1. Reputation: Trustworthiness

• Can you be trusted?

• For these 2 cases, what is your perception?

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SMART - Trust

1. Reputation: Trustworthiness

• How you handle crisis will shape people’s perception on your trustworthiness.

• For these 2 cases, what is your perception?

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SMART - Trust

1. Reputation: Integrity

• Are you willing to do go the extra mile to do the right thing? Or are you just looking for financial gains?

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SMART - Trust

1. Reputation: Honesty

• Are you telling your customers everything?

• Full disclosure is key to honesty.

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SMART - Trust

2. Competence: Can you name the brands?

– Do you think these spokespersons help

improve the brand’s level of competence?

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SMART - Trust

2. Competence: What impression do you have on companies carrying logos of these programs? Do you want them?

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SMART - Trust

3. Predictability: Do you trust brand with longer history?

– Although MPR tools cannot create history, the

objective is to draw comparison with

competitors

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SMART - Trust

3. Predictability: Do you trust brand with performance pledge? What benefit will they bring?

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SMART - Trust

• Objectives should be based on the factors

affecting brand trust

• For example:

– Sausantong: to create word-of-mouth by turning every client into their spokespersons

– HKU Canteen: to receive honour as a recommended outlet by Michelin Food Guide

– Citibank: to project the image of a very reliable bank with a long history

– IKEA: to be viewed as a quality product retailer

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SMART – Long Term Relationship

Which of the following factors affecting the

long term relationship between you and your

clients that you need to improve?

1. Competitor activities

2. Responsiveness to client’s needs

3. Level of customer engagement

Where do you want to be in the future?

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SMART – Long Term Relationship

1. Competitor

– How do you want your clients to react when

your competitors are offering discounts?

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SMART – Long Term Relationship

2. Responsiveness

– What level of customer service do you want to

offer?

• Face to face?

• Online chat?

• Call centre

• Performance pledge?

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SMART – Long Term Relationship

3. Customer Engagement

– How much of a voice do you want your

customers in shaping your brand?

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SMART – Long Term Relationship

• Or engage people who don’t come to your store, but rather online…

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SMART – Long Term Relationship

• Objectives should be based on the factors affecting long term relationship

• These are strategic direction that drives your organization’s relationship with customers.

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Step 3: MPR Inventory

• Before thinking of new initiatives, compile an inventory of your company’s existing public relations activities.

– Evaluate how well they are contributing to

your MPR objectives

– Identify areas for improvement

– Propose offerings to fill the gaps

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MPR InventoryWhich tools are you already using? Are they

effective? What do you need to improve?

• Advertorials

• Contests

• Special events

• Public service tie-ins

• Trade shows and

exhibitions

• Festivals & parades

• Sponsorships

• Press conferences, media

tours & receptions

• Surveys and researches

• Seminars and forums

• CSR initiatives

• Certifications

• Grooming of spokesperson

• Social media

• Customer engagement

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Example

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Example: Colliers

• What more can they do?

She is an analyst for Colliers

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Step 4: Implementation

• Implementation planning– Identify resources based on scale of MPR

activities proposed

– Each proposed MPR activity should include resources such as:

• Financial

• Top management support

• Manpower talent

• Spokespersons

• Working partners

• Time line

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Example: Tennis Classic

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Financial

• Profit / Loss Statement

– This will determine whether the MPR activity

is financially viable

• Cash Flow Statement

– This will help you identify the financial risks in

implementing the MPR activity

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Profit / Loss Statement

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Cash Flow - Revenue

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Cash Flow - Expenditure

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Top Management Support

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Manpower Talent

• Do you have internal resources to put this activity together? Can you outsource?

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Spokespersons

• Everyone has to show up and speak!

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Working Partners

• Identify Stakeholders

• Solicit Sponsorship

• Develop Supplier List

• Manage Request For Proposals (RFP)

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Time Line

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Gantt Chart

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MPR Evaluation

• Examples are: