SPIKE your brand ROI : how to maximize reputation and get results /

• Κύριος συγγραφέας: Cehrs, Adele (Συγγραφέας)
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: San Francisco, CA : Jossey-Bass, a Wiley brand, [2015]
• Σειρά: ASAE-Wiley series.
• Θέματα: Branding (Marketing); Marketing > Public relations.; Product management.; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books.

 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? 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. You will 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. --   Edited summary from book. 

 What's Real Brand Engagement? -- Why Your Brand Doesn't Stand Out -- Brand Narcissism -- SPIKE Assessment -- Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE Method -- Picking the Perfect Audiences and Crafting Compelling Messages -- Manufacturing a SPIKE -- When Is Your Brand Truly Relevant? -- Brand Patience -- SPIKE Spotting -- The Upshot of a Positive SPIKE -- Finding the Lost Principle of Influence -- Create a Contrarian Brand Platform to Stand Out -- The Fairness Fallacy and How to Call a Time-Out When Things Go Bad -- Have a Crisis Plan in Place to Handle Negative SPIKEs -- The Real Benefits of Responding to or Ignoring Negative SPIKEs -- Maximize (or Minimize) 15 Minutes (or Days) of Fame or Shame -- Why Wait? Anticipate Negative SPIKEs -- Don't Spin Out of Control, Manage the Viral Spiral -- Dark Websites See the Light of Day -- The Underdog versus Top Dog Effect -- The Pedestal Principle -- Internal SPIKEs -- Measuring the ROI of a SPIKE -- SPIKE Spotting: Worksheets.