public relations, influencer marketing, and corporate advertising 18 ©2012 cengage learning. all...
TRANSCRIPT
Public Relations, Influencer Marketing, and Corporate Advertising
18
©2012 Cengage Learning. All Rights Reserved.
Introductory Scenario: Bring on the BuzzProcter & 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, blogs
Public Relations
The marketing and management communications process to foster goodwill between a firm and its constituents:• Customers• Stockholders• Suppliers• Employees• Government entities• General public
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.”
The cellular phoneindustry has had to
combat the bad “PR” from distracted
driving incidents related to cell
phoneuse while driving.
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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.
Objectives of Public Relations
• Promote goodwill• Promote a product or service• Prepare internal communications• Counteract negative publicity• Lobby• Give advice and counsel
Tools of Public Relations
• Press releases• Feature stories• Company newsletters• Interviews and press
conferences• Sponsored events• Publicity
Public Relations Strategies
• Proactive PR strategyo Guided by marketing
objectiveso Publicize a company and its
brandso Take an offensive rather than
defensive posture• Reactive PR strategy
o Dictated by external influenceso Focuses on problems, not
opportunitieso Requires defensive measures
Proactive Strategies
• Public relations audit• Public relations plan
o Current situation analysiso Program objectiveso Program rationaleo Communications vehicleso Message content
Influencer Marketing
• A 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.
Professional Influencer Programs
• Targeting 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.”
Peer-to-Peer Influencer Programs
• Targeting 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 Marketing
Peer-to-Peer Influencer Programs
Buzz 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.
Corporate Advertising
Designed to establish a favorable attitude toward a company as a whole.
Objectives:• Build the image of the firm• Boost employee morale or attract
new employees• Communicate an organization’s
views• Position the firm’s products• Play a role in integrated brand
promotion
Types of Corporate Advertising
• Corporate 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.