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.
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