imc presentation 11 09

Nov. 6, 2009

Credibility Marketing: Be Recognized as an Expert

L. Stern & Associates, Inc.2

Topics

Putting Credibility Marketing in Context Elements of Credibility Marketing Making Credibility Marketing Work for You

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The A-P-PL-E Approach

Audit Position Plan Launch Evaluate

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The A-P-PL-E Approach

Audit Understand where you are now

– Target markets– Positioning– Product offering– Messaging and communications

Identify preliminary gaps

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The A-P-PL-E Approach

Position Conduct research to understand:

– Target market purchase decision drivers– Competitive strengths and weaknesses relating to those

drivers – Best ways to communicate

Develop positioning statement, from which all messaging evolves

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The A-P-PL-E Approach

Plan Marketing strategy

– Objectives– Competition– Market forces– Strengths, weaknesses, opportunities and threats– Target market– Positioning– Product design and pricing– Distribution

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The A-P-PL-E Approach

Launch Marketing tactics

– Awareness– Credibility– Lead generation– Sales– Tracking

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The A-P-PL-E Approach

Evaluate Understand what you want to track

– Awareness – measure increases in awareness– Credibility – measure changes in perception, tactical

results, or leads and sales (and ROI)– Lead generation and sales – measure return on investment

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The A-P-PL-E Approach

Launch Marketing tactics

– Awareness– Credibility– Lead generation– Sales– Tracking

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Marketing Tactics

Awareness Answers the question: “Who?” Branding Media advertising (online and offline) Website Social media Trade shows Measure impact You can buy awareness

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Marketing Tactics

Lead Generation and Sales Starts with segmentation Execution tools must be targeted, contain a compelling

offer and powerful call to action that is easy to respond to Tools

– Direct mail– Telemarketing– E-mail– Paid search

Tracking is critical

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Marketing Tactics - Credibility

Some definitions

“The quality of being believable or trustworthy.”

“The objective and subjective components of the believability of a source or message. “

“Consultants have credibility because they are not dumb enough to work at your company.”

- Scott Allen, aka?

.

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Marketing Tactics - Credibility

Answers the question: “What?”– Remember the question awareness answers: Who?

Most credibility initiatives demonstrate an objective third party thinks you have something to say

Can measure success– Tactical measures (sometimes)– Leads and sales (sometimes)

You can’t buy credibility Credibility can help increase awareness and can

generate leads and sales

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Marketing Tactics – Awareness vs. Credibility

Awareness Credibility

Who? What?

Expensive Inexpensive

Measured by increases in awareness

Measurement depends of credibility tactic

Rarely directly generates leads/sales

Occasionally directly generates leads/sales

For anybody with money For experts

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Marketing Tactics - Credibility

Forms of credibility marketing Media Bylined articles/White papers Speaking engagements Case studies Testimonials Blogs

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Credibility Tactics - Media

Press releases Proactive pitching

– Need a good list

Examples– New clients– New products– Stances on particular issues

Tracking can be difficult

Tip: Feature a quote by a client; suggest the reporter talk with a client.

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Credibility Tactics – Bylined Articles/White Papers

Generally a “Chinese wall” between advertising and editorial

– Not as pronounced for “trade” publications

Examples– Client engagements– “How To”– Commentary on issues

Can track inquiries, Website hits

Tip: When writing about a client engagement, include the client as a co-author. People want to hear from peers.

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Credibility Tactics – Speaking Engagements

Much more effective to speak than to display– People want to learn; not be sold to

Make sure people learn at least one thing that can make them do their job better

Examples– Client engagements (with client)– “How To”

Can track inquiries

Tip: If possible, try to avoid handing out your deck. Make people come up to you and ask for it.

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Credibility Tactics – Case Studies

Key elements– Client (preferably identified)– Problem– Process solution– Results (quantifiable if possible)– Client quote/testimonial

Tracking is a function of where you place them

Tip: Keep it to one page and use bullet points.

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Credibility Tactics – Testimonials

Two or three sentence quote from client– Clients will generally let you write the testimonial for them – Focus on problem and how you worked with client to solve

the problem

Use them on Website, case studies, ads, brochure, etc.

Not really trackable

Tip: Don’t make it too long.

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Credibility Tactics – Blog

This is a tricky one, because it is your words Don’t make your blog promotional; the goal is to

make yourself look smart Talk about issues and share your opinion Post articles (yours and others) and discuss them Invite comments Can track hits

Tip: Keep your blog fresh. Update it frequently.

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Credibility Activities from One Successful Client Engagement

Write a bylined article – Post it on your Website and share via e-mail, your blog and

social media – Use it as a handout

Develop a case study with a testimonial– Post it on your Website– Use it as a handout– Post the testimonial on your Website– Include the testimonial in your brochure

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Credibility Activities from One Successful Client Engagement

Speak at a conference with the client– Promote the engagement (and conference) on your

Website and on social media

Use the engagement as the basis of an advertisement

– Yes, this will cost money to place

Use the engagement as the basis for a direct response campaign