Cehrs, Adele R.

SPIKE your Brand ROI: How to Maximize Reputation and Get Results

Cehrs, Adele R. - SPIKE your Brand ROI: How to Maximize Reputation and Get Results, ebook


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ISBN: 9781118976678
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Increase ROI through more effective brand marketing

According to CMO.com, we are exposed to more than 5,000 brandmessages each day. Marketers call this “creating engagement,"and each comment, share, or re-tweet is supposed to be a win. Butis this deluge of content really working to shift perception,change behavior, or sell products?  The truth is, only 5% ofpeople say that social media has a profound effect on theirpurchasing decisions. Moreover, only 2.7% of people are willing tostick their neck out on the line to recommend your brand via socialmedia, a factor known as “social risk.”

In SPIKE Your Brand ROI, public relations maven AdeleCehrs shares her strategy for effective engagement: it’s allabout timing. This book will teach you how to recognize,anticipate, or even create a SPIKE  – a Sudden Point ofInterest that Kick-starts Exposure. This is your opportunity toreach people when they are primed to hear your message, and yourbrand is most relevant to their lives.

Based on the author′s actual engagements with clients likeYum Brands, Lockheed Martin, DuPont, and more, this practical guideoutlines a new, pragmatic approach that will enable youto: 

  • Learn to recognize brand patterns that are driven by audienceinterests and outside events
  • Focus your energy, resources, and money when your brand istop-of-mind
  • Decrease your marketing spend while increasing your bottom-linebenefits
  • Maximize benefits or mitigate damage by anticipating when yourcompany, association, or nonprofit is going to be in thespotlight
  • Retool traditional word-of-mouth initiatives for optimumresults

With Adele Cehrs' proven methodology, you can turn a SPIKE intoa strategic platform from which to improve results, build respect,and boost your ROI.

Keywords: Non-Profit Organizations / Marketing & Communications, SPIKE Your ROI: How to Maximize Brand Reputation and Results, Adele Cehrs, Epic, SPIKES methodology, reputation management, brand management, reputation strategy, brand strategy, opportunity spikes, marketing strategy, PR strategy, reputation framework, reputation management methodology, brand relevancy, increasing ROI, marketing management, improving organizational reputation, competitive advantage, reputation management case studies, management skills, leadership skills, business strategy, consumer relations, return on investment

John Wiley and Sons, Inc.
Publication year
ASAE/Jossey-Bass Series
Page amount
240 pages
General Works
Printed ISBN

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