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TABLE of CONTENTSFOREWORD 4by Jay Baer | President, Convince & Convert | Co-author:The NOW Revolution - 7 Shifts to Make Your Business Faster, Smarter, and More Social

MARKETING THE WALL STREET BRAND OF THE FUTURE 5Reshaping Communications in the Financial Sectorby Matthew Kirdahy | BlissPR | New York, NY | Chicago, IL

ENGAGING AUDIENCES THROUGH GAMING 7Creating Content to Facilitate Learning and Enhanced Recollectionby Sue Bohle | The Bohle Company | Santa Monica, CA

EYEING LIFESTYLE DESIGN 9Offering Marketing Solutions for the New Central Hub: Homeby Amina Piciotti | CBO Communication By Objectives | Milan, Italy

MAINTAINING TRANSPARENCY IN WESTERN CANADA’S ENERGY 10AND NATURAL RESOURCES SECTOR Why Corporate Social Responsibility is the Way Forwardby Judi Gunter | Donoghue & Associates Inc. | Alberta, Canada

OFFERING FOOD FOR THOUGHT ON ALBERTA’S AGRICULTURAL OPPORTUNITIES 12What Niches Marketing Communications Should Tap Into in 2012by Judi Gunter | Donoghue & Associates Inc. | Alberta, Canada

POSITIONING POLAND USING EVENT SYNERGY 14How Euro 2012 is Poised to Impact Travel and Tourismby Karolina Dzwonnik and Hubert Raczkowski | Glaubicz Garwolinska Consultants | Warsaw, Poland

TAPPING INTO SOCIAL MEDIA 16How Strategic Customer Engagement is Shifting Gears in Germanyby Corinna Voss | HBI Helga Bailey GmbH | Munich, Germany

FOSTERING RECIPROCAL COMMUNICATIONS 18The Rise of Legitimacy Managementby Maarten Halsema | IvRM | Bussum, The Netherlands

TAPPING THE SOUTH AFRICAN CONSUMER MARKET 20Expert Takeaways on the Opportunity in Targeted Communicationsby Ruth Golembo | Lange 360 | Cape Town, South Africa

CREATING A NEW CUSTOMER SEGMENT FOR A CHANGING MARKETPLACE 22Adapting Travel and Tourism Marketing for Gen Yby Virginia M. Sheridan | M. Silver Associates, Inc. | Fort Lauderdale, FL | New York, NY

SOCIAL SHOPPING 24How Retail and Consumer Packaged Goods Brands Can Take Advantage of and Thrive idn Online Communities Though Marketing Integrationby Jessica Carlson | Off Madison Ave | Phoenix, AZ

CATCHING THE NEXT ECONOMIC WAVE 26Why Canada’s Pacific Coast Province is Uniquely Positioned to Ride out a Tough Global Economyby Norman Stowe | Pace Group | Vancouver, British Columbia

SHOWING SOME COURAGE IN MANAGING METRICS 28Determining the Right Measurement Method to Deliver for Clientsby Matt Kucharski | Padilla Speer Beardsley | Minneapolis, MN | New York, NY

STEPPING UP IN CORPORATE SOCIAL RESPONSIBILITY 30How the Mining and Resources Industry Can Cultivate Positivityby Douglas Pye | Phillips Group | Brisbane & Sydney, Australia

GAINING INSIGHT INTO BRAZIL’S PROMISING MARKETING OPPORTUNITIES 32Valuable Insights from the Most Developed Latin American Economyby Angélica Consiglio | PLANIN | Rio de Janeiro and São Paulo, Brazil

MICROPOLITAN MARKETING 34Focused Regional Messaging in LAby Noemi Pollack | The Pollack PR Marketing Group | Los Angeles, CA

DIGITIZING BRAND REPUTATIONS 35Engaging Audiences Through Customization and Usabilityby Venceslava Drabkova | PRAM Consulting | Prague, Czech Republic

USING COMPETITIVE INTELLIGENCE TO STAND OUT 36How Health Care Services Clients Are Benefittingby Dorothy Oliver Pirovano | Public Communications, Inc. | Chicago, IL

RESCUING MARKETERS 37How the Recession-Proof Pet Industry is Turning Tablesby Monty Hagler | RLF Communications | Greensboro, NC

PRE-LAUNCHING PRODUCTS WITH CONSUMER INTEGRATION 38Why Putting Your Customer Front and Center is a 2012 Imperativeby Julie Hall and Joan Schneider | Schneider Associates | Boston, MA

OPTIMIZING MARKET PERFORMANCE VIA INTERNAL COMMUNICATIONS 39How a Peer-To-Peer Model Drives Employee Engagementby Mike McDougall | Travers Collins | Buffalo, NY

FOREWORD:

Jay Baer | President, Convince & Convert | Co-author: The NOW Revolution - 7 Shifts to Make Your Business Faster, Smarter, and More Social

It used to be so simple. We knew what public relations was, for whom it was intended, and whether it was working. And then, the rules changed.

In a world where information intermediaries are fading away and the news cycle has been replaced by an always-on, real-time torrent, the role of public relations and its practitioners must evolve alongside, and indeed it is.

Whether it’s building online advocacy campaigns where the customers become the media, mining social chatter for business intelligence, crafting compelling multimedia to drive executive thought leadership, or managing minute-by-minute corporate presences and digital communities, “public relations” looks a lot different in 2012 than it did in 2010 - much less 1995. The skill sets are changing. The staffing patterns are changing. The commitment to integration is changing. The timelines are changing. And most definitely, the scoreboards are changing.

It’s true there are PR practitioners who fight this change like walking uptown leaning into a squall. But increasingly, they are the exception. The smart players, the ones who will prosper amidst chaos, are the public relations professionals who see this bouillabaisse of change not as a threat, but as the greatest opportunity ever to expand the array and importance of the services provided by the industry.

These are their stories.

From Massachusetts to Manila, and from Louisiana to Lisbon, the partner agencies of the Worldcom PR Group are on the front lines of the public relations revolution. They are retooling and reinvigorating to meet the instantaneous communication and marketing challenges of a world that is faster and more interconnected than was even conceivable 20 years ago. Each has its own tale of how public relations is shifting, and the new and disparate roles they are playing to help their clients shape the present.

From around the globe, these are the Emerging Tactics and Trends of PR in 2012.

Enjoy!

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MARKETING THE WALL STREET BRAND

OF THE FUTURERESHAPING COMMUNICATIONS IN THE FINANCIAL SECTOR

by Matthew Kirdahy | BlissPR | New York, NY | Chicago, IL

The channel agnosticism conversation is happening now and in 2012 it will reshape communications strategies in the financial world. The thrust of the concept is simple. Dispense a message using all vehicles at our disposal to reach key constituents. Whether the impetus is to garner loyalty, draw new customers or create brand awareness, the approach remains the same.

Let’s look at two real examples that worked in 2011:

TRADITIONAL MEDIA:On Saturday morning, a sophisticated investor reads Barron’s for breakfast and sees an in-depth profile of a winning money manager. On Monday, he calls his financial planner and they discuss parking some cash with that manager.

SOCIAL MEDIA:A financial planner tweets a link to his white paper about what the 2012 presidential election means for a retirement portfolio. A retiree reads the piece and starts rethinking her retirement strategy.

What did we accomplish here? In effect, we took incremental and studied steps to build a financial business and a leading voice in the community. We did it the old-fashioned way (newspaper) and the new-age way (social) with sensitivity to the rules that many investment experts believe keep their hands tied. In most cases, it’s important to employ these tactics and others.

The future isn’t social media. The future is all media. Yes, that means you too, Wall Street.

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Some financial firms already employ these tactics. The largest brands were first to this party. Yet, many players are reticent to take the leap. Here’s how to formulate the game plan for the next 12 months:

PLAN AND ATTACK.Establish a core message that is palatable across all mediums. Some language may have to be adjusted accordingly, but the overarching theme is constant. What’s the reasoning behind attacking on all media fronts? This is not PR for PR’s sake. Identify what will help build your business and then fish where the fish are.

“WHEN” IS AS IMPORTANT AS “WHERE.”Data collection and management are at the foundation of any successful plan. When is the best time for the business to host a blog, tweet or appear on TV? When are your key constituents paying the most attention? Afford the business time to experiment with diverse tactics to establish the ideal approach as it pertains to timing and where those messages are placed, be it on Twitter, television or in the newspaper.

STICK WITH WHAT WORKS.Have respect for and experiment with all channels, but use only those necessary to meet the business’ marketing and communications goals. No one ever said a Google+ page and a Twitter handle were essential (and they never will). Manage the approach as carefully and closely as the dissemination to avoid unwieldy communication across multiple channels. So, to those of you in the world of high finance, bulls and bears alike, this is the basis for your marketing and communications plan of tomorrow. Bear in mind, the process is constantly evolving – which is as exciting as it can be challenging, because this is how your business will remain relevant. Finally, know above all else that this business relevance will require an understanding not just of social media, but of all media.

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Sooner or later, you are going to get a call about promoting a game. Everybody is playing them, from toddlers to retirees, and they might not even know it. It’s not just about games as leisure entertainment. Game mechanics are being incorporated into all kinds of products that will be put in front of our noses, from children’s homework to bank promotions. Why? Because research is showing game-like activity engages the participant, facilitates learning and increases absorption of the content.

Jumping into traditional games – “World of Warcraft”, “Madden NFL”, “Assassin’s Creed” or one of the other multi-million dollar games for the so-called “hardcore” MMO (Massively Multiplayer Online Game), FPS (First-Person Shooter) or RTS (Real-Time Strategy) player – might be a little too deep of a dive. You would need to learn an entirely new vocabulary (as evidenced in the last sentence) and create a media list from scratch, since the majority of reviewers are not listed in any directory. (Refer them to us!)

A Facebook game, where the target audience is women or teens, and the best activity to reach them is through social media or a charity tie-in.

An educational game or app for children – possibly played on the iPhone, iPad and/or Android. Mobile games are white hot. A whole host of sites have sprung up where you can get those reviewed.

A game that teaches consumers about the environment, global warming or endangered species.

A dentist with a game that helps kids learn why it’s important to brush their teeth.

An instructional product for emergency medical personnel that uses game play to help them learn the best choices in various dire situations.

A game developed by a software company to help you learn how their new product works.

An advertising agency that wants you to promote the innovative ads the creative team has developed for a customer.

ENGAGINGAUDIENCESTHROUGH

GAMINGCreating Content to Facilitate Learning and Enhanced Recollection

by Sue Bohle | The Bohle Company | Santa Monica, CA

But you might be called about:

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Games save money over face-to-face training and the audience prefers the interaction. Plus, they provide a 24/7 opportunity for learning and risk-taking (making bold choices; sometimes being told they chose a wrong answer) in a safe environment. Every type of organization is jumping in.

It will still require a different type of PR or promotional activity than you are used to, but the process can be exhilarating and game industry growth is not going to slow down. Video games for the entertainment market have surpassed Hollywood films and games that are designed to teach or train participants rather than simply entertain them, are already a multi-billion dollar market in themselves.

Where should you look for the opportunity? All around you. Starting at the top, companies like IBM and CISCO have embraced games as key tools in their business and marketing strategy. Fortune 1000 companies will follow. Medical institutions are using games to teach everything from surgery to nursing skills.

And if you want a guiding hand on your first venture, we’re here to partner with you.

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EYEINGDESIGNLIFESTYLE

Offering Marketing Solutions for the New Central Hub: Homeby Amina Piciotti | CBO Communication By Objectives | Milan, Italy

Far from dead, Italian design is more alive than ever and indeed “is a strategic sector, especially in this time of crisis.” According to a recent survey by ADI, the Italian companies that have grown in recent years (despite the global financial crisis) are those who have called on design, “understood not as a brand, but as a process that involves not only innovative products but also services, materials, a whole project.” This is the opinion of Luisa Bocchietto, architect and president of the Industrial Design Association.

What we expect in 2012 is a blossoming of design projects in different areas of business. Design is an overused term but it is also a concept, a way of thinking and a symbol of innovation in the present and future of our economy. Lifestyle design represents a specific growth area in which Italian and international companies are moving toward very fast. Functionality and aesthetic in furniture stands for more than purpose, it represents how to differentiate among competitors in the market.

On the other side, end users are dealing with a severe crisis and are much more interested in staying at home, in a comfortable house, even if it is small. Interior design and furniture are growing as topics to chat with family and friends about – more than technology or fashion, but still less than football, as always!

Willingness to invest in homes and thus on their livability is comparable only to the desire to take care of one’s own well-being. Frequenting spas, wellness salons and gyms has become very popular and creating personal home spas or fitness areas is a possibility that many take into consideration to cut costs. Exercise machines, whirlpool bathtubs and small appliances for personal care products are sold by non-food retailers in large quantities.

Finally, Expo 2015 is approaching and will be full of a variety of events. It is an important opportunity for territorial marketing, in which Italian companies will proactively promote the excellence of Italian design and products. But, as with all other events in our country, it will also provide a marketing opportunity for international companies already competing in our market, to enhance visibility and business opportunities. CBO has extensive experience in these areas and is ready to help companies to participate and play an important role in these areas.

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by Judi Gunter | Donoghue & Associates Inc. | Alberta, Canada

Why Corporate Social Responsibility is the Way Forward

MAINTAINING TRANSPARENCY IN WESTERN CANADA’SENERGY AND NATURAL RESOURCES SECTOR

One of the biggest marketing opportunities in Western Canada in 2012, and beyond, is to help clients in the energy and natural resources sector obtain and retain their “social license to operate”. Companies are struggling with ways to reduce their capital costs and increase access to raw materials. Nevertheless, society demands them to not only act in a socially responsible way but to be transparent about their actions.

There is ample evidence that a failure to obtain and maintain a “social license” leads to trouble for the proponents of a project. For example, a pipeline deemed crucial to the Canadian province of Alberta’s economic growth is in limbo partly because the company began to obtain right-of-way easements before it had reason to believe it would get the “go ahead.” Landowners balked. They didn’t see any benefit. The company threatened. The pipeline proponents severely underestimated the strength and determination of contrary stakeholders to withhold public support.

This idea of “social license” resonates with a new discipline which Worldcom PR Group partner, IvRM in The Netherlands, recently introduced. Dubbed “legitimacy management”, this firm believes we can help organizations to improve acceptance, appreciation and trust among stakeholders by combining several communication and strategic services.

The Dutch have articulated the opportunity in Western Canada where companies are responding to the global appetite for energy.

Our counselling services must begin much earlier than at the point where clients are thinking about applying for regulatory approval. Long before clients meet the regulators, they need help to identify and meaningfully engage with individuals and special interest groups that are going to be directly or indirectly affected, or who think they might be.

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Companies in mining, forestry, oil and gas and other forms of energy provide abundant opportunities to public relations firms to help them gain and maintain their “social license.”

Some of the ways public relations can help include:

Partnerships and ally development

Community relations

Reputation management

Stakeholder outreach and engagement

Perception research

Public information and education

Social media

Media relations

Helping clients in the energy and natural resources sector in Western Canada to obtain and retain their “social license to operate” presents a major marketing opportunity for PR firms at the cutting edge of communications and strategy.

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by Judi Gunter | Donoghue & Associates Inc. | Alberta, Canada

A recent outlook by Alberta journalist Bill Mah pointed to possible opportunities for management and communications professionals specializing in agriculture here in the Canadian province of Alberta in 2012.

The world population recently logged its seven billionth mouth to feed. People must eat. In India and China, a rising middle class is broadening its diet to include more protein and imported foods. Also, as meat demand increases, feed grain prices rise.

Farmers and ranchers coming into the business now are becoming highly sophisticated in marketing and business. This is good news for firms in the field of advertising and public relations.

Perhaps budgets in the marketing communications field will grow along with their clients’ acumen and optimism for our agricultural future.

What Niches Marketing Communications Should Tap Into in 2012

OFFERING FOOD FOR THOUGHTON ALBERTA’S AGRICULTURAL OPPORTUNITIES

Here are some niches where ‘MarCom’ dollars could be well-spent:

Arising from the “slow food” movement, farmers are tapping into expansion of domestic consumption.

Biofuels and bio-materials innovations are giving producers other revenue streams for their products and waste materials in the future.

New companies are helping to diversify the industry with a value-added side to the agri-food industry.

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The Eurozone crisis is causing huge swings in commodity prices.

Could China’s economic bubble burst?

Our loonie, while at or near parity with the U.S. dollar, makes it harder to export into the United States.

Mah and others point out that with our aging workforce on our farms and ranches, attracting marketing and business savvy people and keeping them on the land is increasingly difficult against the higher wages offered by the energy sector.

However, labour shortages often drive greater budgets and stronger programs for internal communications, recruitment and community relations.

Other worries do tend to put the brakes onto overly optimistic forecasts for new business opportunities.

Here are some of them:

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The biggest challenge Poland has, in the organizational, logistic and marketing arena, is the 2012 UEFA European Football Championship (Euro 2012). The activities of the Polish government, public institutions and private companies focus on this oncoming event. Euro 2012 gives Poland the opportunity to promote the country and strengthen its position in the international arena.

Euro 2012 will be not only be a time of intensified work, but also of increased incomes for Polish entrepreneurs. They will have to use the championship as a promotional tool to position Poland as a country worth returning to in the future. It is estimated that in the culminating moment of the event, the number of visitors might amount to millions of tourists. How do we make football fans notice not only the games, but also the cultural resources of Poland? How do we encourage the visitors to return after the championship?

The promotion of cities on the Internet seems obvious. It is an effect of common belief that if something is not on the Web, it does not exist in the real world at all. In this context, organizations have started to take care of Poland’s image in the virtual realm. The most popular tools online are social networks (in Poland they are Facebook, YouTube and Blip, the Polish equivalent to Twitter). Organizations and companies constantly update their presences and try to engage users. Another popular tool is using videos to promote Poland, its historical buildings and tourist sites and attractions. The videos are widely commented on by the media and thanks to buzz marketing - forwarded among Internet users, including foreigners. Many Polish cities are even dedicating sections of their websites to the football championships. Their sites also usually include city guides, Polish Pass (a customizable 3-in-1 voucher covering: insurance, transport and accommodation), newsletters, galleries and tourist “must haves” (important addresses and contacts; FAQs; and football fan packs of information).

POSITIONINGPOLANDEVENT

USING

SYNERGY

by Karolina Dzwonnik and Hubert Raczkowski | Glaubicz Garwolinska Consultants | Warsaw, Poland

How Euro 2012 is Poised to Impact Travel and Tourism

According to experts, because of Euro 2012, every year Poland is estimated to garner nearly half a million tourists more than before. This will obviously increase the profits from tourism. Therefore, the Polish Tourist Organization has been implementing a promotional campaign since June 2011, which aims to convince Europeans that a trip to Poland will always be something more than a trivial experience. All of the promotional activities in the project are focused on emphasizing innovation and breaking presumptions and stereotypes. The campaign uses typical promotional tools (television, press, outdoor), communication and PR activities, focusing on cooperation with the media and for the first time – also with bloggers.

How are the private entrepreneurs preparing for Euro 2012? First of all, they are investing in marketing and advertising activities, producing new gadgets, introducing English versions of their websites and becoming more active on social networks. They also work to ensure (for example, through sponsoring) their company logos will be visible to potential end users. Hotels, carriers and service providers are increasing their resources, improving their logistical processes or investing in language courses for their employees in order to – in the name of the slogan – “build Poland’s future together.” For small companies, the logo of Euro 2012 on their products is a chance to build awareness in their respective markets. For big companies, it is an opportunity to strengthen their market positions. Activities and relationships developed during preparation for Euro 2012 will definitely bring positive results in the future.

The Polish Tourist Organization has already started planning another promotional campaign under the motto, “Come back after Euro, you haven’t seen it all!”

TAPPINGSOCIAL MEDIA

INTO

How Strategic Customer Engagement is Shifting Gears in Germany

by Corinna Voss | HBI Helga Bailey GmbH | Munich, Germany

In Germany, social media activities are on an upswing: According to Eurostat, Germany maintained seventh position in the European Internet usage ranking. 80 percent of the people between 16 and 74 in Germany are online and 76 percent of the German Internet users are registered on a social network. According to Magazin Germany, Facebook already has over 19 million German users – almost one quarter of the general population. A survey conducted by the Allensbach Institute for Public Opinion Research in 2011 revealed that a great number of people in Germany are using the Internet to obtain information on products.

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Of the 9,043 people questioned, 52 percent read test reports, 49 percent gained information through reviews and comments, 43 percent looked up company websites and 22 percent informed themselves via forums and blogs. Many consumers declared that they are fans or followers of companies and brands. 56.9 percent have had a closer look at a product because of the like button. 37 percent have even bought something. As the amount of Germans using social networks increases, it is advisable to adapt direct marketing methods. The implementation of a functioning communication platform is essential for a successful customer engagement strategy. The following identifies how to maintain an up-to-date communication channel:

First, set up a database to sort customer leads by relevance according to business sector and corresponding clients. Once ready, we can consider the most adequate way to maintain intensive contact and address each target person individually regarding their personal preferences. To save time and money this data can be exported from the growing number of social media platforms. Several blogs on the specific topic or Facebook page, for administrators, could serve as starting points to gain useful information from fan profiles in order to draw a clearer view of the target group.

Furthermore, these platforms offer the possibility to interact in real-time with clients and potential customers. Aside from accumulating valuable data, social media platforms also offer the possibility to consequently influence public opinion. The most important means of communication to implement and to influence opinion are blogs. Blogs are especially useful because they can easily be monitored and the messaging can be delivered exactly the way clients want to have their topics presented.

In conclusion, the implementation of social media strategy will become essential for successful lead generation in 2012 and certainly be one of the main growth opportunities in Germany. In the U.S., this development is already more advanced. Germany as “slow adopters” has just started implementing and using these new tools. Many German companies still have a lot of questions and concerns regarding social media. HBI, a Worldcom Partner public relations agency, can help to develop a strategy.

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The Rise of Legitimacy Managementby Maarten Halsema | IvRM | Bussum, The Netherlands

FOSTERINGRECIPR CALCOMMUNICATIONS

Lack of RelevanceThe question today is how organizations can enhance their relevance for customers, prospects and other stakeholders, but also for society. A lack of relevance or value is the main cause of the difficult position many organizations are currently in. As they struggle to demonstrate their relevance and value, many products, services and messages are difficult to sell. Often, organizations are overdoing it to win the customer and are losing control of their image. This common error makes organizations vulnerable in their perceived reputations.

Channel-Driven CommunicationsAt the moment many organizations focus on channel-driven communications in order to strengthen their own position. Without a strategy in place, increasing online and social media activities and making huge investments in marketing campaigns are often a bad choice. Channel-driven communication too often leads to no more than a forced dialogue of pushed messaging. It does not necessarily reflect the perceptions and interests of the target audiences. Especially when the company does not live up to brand statement promises, the risk of reputation damage can be considerable.

OpportunityMany organizations know by now that they no longer have sole control of their success. However they are still not acting on it. De Legitimiteit Groep (The Legitimacy Group), in which IvRM Communications is a partner, sees this as a great opportunity to introduce a new discipline: Legitimacy Management. With Legitimacy Management, De Legitimiteit Groep helps organizations improve the acceptance, appreciation and trust among their stakeholders, by reciprocity in actions and communications. Legitimacy Management combines services on the cutting edge of communications and strategy, such as corporate positioning, public affairs consultancy, stakeholder management, editorial marketing and social media management.

A growing number of organizations are wrestling with the fundamental question of whether or not they are still relevant to their customers and to society.

The question for the future is not “how do you become the best,” but rather, “why does your organization matter?”

Aside from their reputations, organizations have to focus more on their relevance. This requires a different design of strategies and policies for marketing and communications.

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Expert TakeawaysBerlinda Harkink, director of De Legitimiteit Groep and an expert in reputation management, suggests the following measures to enhance the relevance of your organization:

Claim a relevant issue (social) to which you want to connect as an organization. Make it small, especially if you only have a few resources.

Make sure the theme fits your brand positioning and identity.

Immerse yourself in the interests and views of your stakeholders (not just your clients or your investors.) Use secondary research, social media monitoring and stakeholder research.

Regularly initiate a dialogue with your stakeholders and look at the best ways to reach them (e.g., through social media, direct contact or influencers).

Take the views of your opponents very seriously,Look very critically at the nature and frequency of your communication, especially when it is channel-driven communication.

But foremost, listening is more important than hearing yourself talk!

The Answer is ReciprocityIn the end there is only one good answer to the questions, “What is the solution for relevance, trust and enhanced value and with what can an organization enhance their social capital and thereby their financial capital?” The answer is reciprocity: connecting with the interests, views and goals of stakeholders and taking these into account in strategy and policy. Of course, organizations must also enhance their reputation, but that only works if it is reciprocal. With Legitimacy Management De Legitimiteit Groep has developed a structured and result-oriented approach for this.

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TAPPINGSOUTH AFRICAN CONSUMER MARKET

THE

Expert Takeaways on the Opportunity in Targeted Communications

by Ruth Golembo | Lange 360 | Cape Town, South Africa

HARNESSING TECHNOLOGY IN SOUTHERN AFRICA Southern Africa’s time is now. The global economic crisis and the Eurozone meltdown have refocused the world’s sights on the region in a way similar to the business euphoria which followed the release of Nelson Mandela and the country’s first democratic election more than a decade and a half ago. There is huge - and growing - consumer demand in Africa. The South African economy grew its GDP by 4.9 percent over the past 10 years and the National Monetary Fund forecasts predict Africa will account for 61 percent of global growth over the next three years. By 2020, Africa alone will account for $1.4 trillion in consumer spending. But, in order to unlock Africa’s (and especially Southern Africa’s) massive business potential for brands, good strategic communications are essential.

WHAT CLIENTS ARE MISSING: THE GOLDEN AGE OF THE EMPOWERED CONSUMER IN SOUTHERN AFRICAUnlike the rest of the world where print media is shrinking, print and digital channels in South Africa have grown dramatically by

over 82 percent (collective average) in the past 20 years. And South Africans have leapfrogged into the 21st century through technology (92.1 percent mobile penetration versus fixed line of only 9.1 percent). There is a huge opportunity to make up for the gap in communications created by the country’s isolation and economic sanctions during the apartheid era. Improved and targeted communications are required to change perceptions, drive sales and deliver growth.

South African consumers are ahead of Japan (0.71 percent), Philippines (0.64 percent) and China (0.49 percent) in terms of digital communications via Twitter, at 0.85 percent of total global use. And we have 4.4 million Internet users despite being perceived as a Third World economy.

THE OPPORTUNITY EXPANDED – FOLLOW THE MONEYSouth African consumers have money and there is pent-up demand for global products. Our commodities lead the world. South Africa is first in platinum output, second in palladium output, third in gold output, sixth in coal output and ninth in wool output (according

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Digital connectivity has become the golden thread of communications. We have already seen how the world’s previously “voiceless” have been empowered through technology. This decade has already been dubbed the Golden Age of the empowered consumer by PricewaterhouseCoopers in its annual forecast of media and advertising. Astute businesses need to know how best to harness the groundswell of connectivity to ensure their products, brands and corporations get the best advantage.

to The Economist). South African banks are second in the world for soundness (Global Competitiveness Report 2011/12) and the South African rand was the second best-performing currency against the U.S. dollar from 2007 to 2011 (according to Bloomberg’s Currency Scorecard). South Africa’s stock exchange is the largest in Africa, 16th in market cap and 19th in largest gains (The Economist). South Africa sold $1.8 billion worth of new cars to the U.S. in 2010 and car sales are projected to grow by 10 percent in 2011 to 460,000 units with brands including: Ford, GM, Mercedes-Benz, Toyota and VWSA. South Africa was also the first ever African host for the FIFA Soccer World Cup.

SEIZE THE OPPORTUNITY – EXPERT TAKEAWAYSThe largest challenge is access to cheap, effective communications channels. Broadband and fixed line telephony is very expensive and limited. Postal services and even access to print media and television is limited because of the size of the continent, lack of infrastructure in rural areas and challenges around literacy.

THIS CHALLENGE HAS BECOME THE BIGGEST OPPORTUNITY FOR:

FINANCIAL INSTITUTIONS: First National Bank has created its own channel to consumers by providing free cellphones to empower consumers to use cellphone banking (and choose its banking services over others). In the high wealth market, one private banking group has provided free iPads as a direct connection to its customers.

RETAILERS: Retail loyalty is being won not only by price but, as in the case of PEP Stores, by providing free texting service between customers on its own short messaging service.

CONNECTIVITY: Many businesses that enjoy steady foot traffic are now providing Wi-Fi services (either free or subscribed) as a value-add for their customers. These businesses usually include coffee shops like vida e caffè, restaurant chains, book stores and health clubs like Virgin Active.

by Virginia M. Sheridan | M. Silver Associates, Inc. | Fort Lauderdale, FL | New York, NY

In the travel and tourism sector, generally known as the hospitality industry, the biggest marketing opportunity, by necessity, is attracting a new generation of traveler. The huge and highly attractive baby boomer market is aging out and with roughly 10,000 people a day turning 65 years old. This group is increasingly scaling down on the frequent, worldwide and once arduous travel they once so thoroughly enjoyed.

The much talked about Gen X and Y are an attractive replacement market – across all geographic and demographic levels – especially considering that Gen Yers will become the largest consuming generation in history. While attractive, they are very different from boomers and require new approaches to customer cultivation and development. In contrast to the open-mindedness and brand loyalty of the boomer, Gen X and Y audiences are more demanding and opinionated, less loyal, and more cynical and skeptical of traditions and institutions. They put a premium on truth, make decisions based on word-of-mouth recommendations and have a global awareness of environmental and geo-political issues that shape decision making. They are more into experimentation and “authentic” experiences than their parents and require higher-than-average service levels and customization.

CREATING A NEW CUSTOMER SEGMENT

FOR A CHANGING MARKETPLACEAdapting Travel and Tourism Marketing for Gen Y

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While still influenced by some traditional media, especially television and specialized magazines, Gen X and Y get their information from the Internet as well as from trusted friends, celebrities and other notable influencers. They regularly check rating sites and reviews, especially those that let them connect with friends, and want apps that help them find the right restaurants, shopping and attractions tailored to their interests. Impatient by nature, they want information quickly dispensed and primarily delivered by electronic means.

When marketing to these new, younger audiences, best practices show that the route to successful customer development is a careful application of the three “M”s of specialized communications: audience-specific messaging, motivation and methodology.

Tips to maximize marketing to the “Next Gen” traveler:

Have a strong Internet presence across multiple channels of distribution and communication

Promote authentic experiences – customized and localized

Focus on customer relationships, manage customer perceptions and share information with employees and customer advocates to create product “ambassadors”

Interact with customers, including purchasing, via mobile devices

Use testimonials and create credible peer influencer programs

Broaden the value proposition – good pricing is essential, but luxury perks can impress and close the deal for the Gen X and Y market

Monitor your online presence for mentions and reviews to correct missteps, provide service fixes or make amends

Surprise customers with instant rewards and stay in regular, but tempered contact

Highlight your company’s community activism, environmental initiatives, corporate social responsibility and philanthropy

Develop ways for customers to “get involved” through volunteerism and give back programs

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According to Forrester Research, e-commerce is quickly approaching $200 billion dollars in revenue in the United States alone. While that attributes to just a paltry 8 percent of all U.S. retail sales, imagine what retail – both e-commerce and brick and mortar – would look like when fully integrated with social media, allowing brands to leverage millions of over-sharing, word-of-mouth-spreading, savvy-shopping digerati.

In marketing via social media, there’s still an inclination to either oversell or completely undersell. The top social brands in the retail and consumer packaged goods industries have learned to create a balance between the two, but also integrate their marketing efforts to maximize results and create more buzz around these initiatives by leveraging social media platforms and tools.

By taking small steps, you can glean key learnings to guide more in-depth integration. For example, with our client, Bar-S Foods, we were able to create more buzz around their brand by integrating email marketing and social media efforts. By placing an offer that was exclusive to the social media community, and promoting it to the e-newsletter subscribers before the fans, we were able to convert thousands of subscribers, which translated to an increase of 55 percent in fan base, and allowed the brand to further their relationship with these consumers.

In learning that Bar-S Foods’ email subscribers will connect with the brand in other channels when incentivized – and that the carrot doesn’t need to be huge – will help us determine how they can ensure that larger integrations are effective and successful.

How Retail and Consumer Packaged Goods Brands Can Take Advantage of and Thrive in Online Communities Through Marketing Integration

SOCIAL SHOPPING

E-COMMERCE IS

QUICKLY APPROACHING

$200 BILLION

DOLLARS IN

REVENUE IN THE

UNITED STATES ALONE.

by Jessica Carlson | Off Madison Ave | Phoenix, AZ

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TAKE SMALL STEPS TO INTEGRATING. Similar to the Bar-S Foods example, by integrating social media in your other marketing initiatives, you can expand your reach. Leveraging on-site interactions, website visits and paid media to thoughtfully direct users to connect in social media will not only help build relationships in the present, but will aid in increasing the effectiveness of future, larger-scale integrations.

CREATE A BALANCE IN CONTENT. Similar to awareness-focused advertising, marketing on social networks is more about priming your audience to make the appropriate connections themselves – but you will see the results from sprinkling in a harder sell increase as your audience becomes more engaged and loyal. Taking those key messages from your other marketing initiatives and distilling them into content that’s more engaging and entertaining will ensure that the integration between the two won’t fall flat in social media communities.

PLAN FOR LARGER-SCALE AMALGAMATIONS. After integrating marketing efforts, retail and CPG brands can take their business to the next level by looking at how they can combine the physical and digital worlds, while leveraging the inherent benefits of both. Not sure what that would look like? ModCloth has a wonderful marketing initiative on their site called “Be the Buyer,” where users select the clothing they’d like to see available on the online boutique. Piggybacking off what they’ve done, other brands could implement similar programs on Facebook, leveraging the platform’s functionality to grow fan bases by encouraging fans to invite their own friends. For example, when a fan votes on a product they’d like to see a retail or CPG company introduce, they could receive a prompt of “Invite your friends who have just as great taste as you do to vote for your pick,” inciting the organic growth of the outpost. When certain products are selected, they can be highlighted in the brick and mortar location, such as a user-selected dress being showcased on a mannequin in a department store, and include an explanation that the Facebook fans selected the item and a prompt to like the brand on Facebook to help make future selections.

1

2

3

SO, HOW CAN RETAIL AND CPG BRANDS

GET STARTED?

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by Norman Stowe | Pace Group | Vancouver, British Columbia

Why Canada’s Pacific Coast Province is Uniquely Positioned to Ride Out a Tough Global Economy

CATCHING THE NEXTECONOMIC WAVE

As Canada’s Pacific province, British Columbia, with its abundance of natural resources, proximity to Asian and American markets, well-educated talent pool, and arguably the most stable and secure banking system in the world today, is ready to ride out the current economic storm and come out even stronger when it’s over.

Since becoming a Canadian province in 1871, British Columbia – the size of England, France and Germany combined (or Washington, Oregon and California combined if you’re from the U.S.) – has always been a trading economy. As a result, we have always looked outward for our success, and have, over the years, made sure our trading eggs aren’t in one basket.

Add that historical perspective to our vibrant and growing multicultural society, with strong connections to Asia, Europe and South America, and you get a better understanding of how British Columbia can work its way through the current worldwide economic crisis.

Having benefitted from the international attention it garnered during the Vancouver 2010 Olympic and Paralympic Games, and with shipping lanes that lead directly from its west coast ports to major Asian economies such as China, India, Japan and South Korea - British Columbia’s economy and people have the resiliency and resources to catch the next economic wave. We’re known for our forests in British Columbia, as well as our rugged landscapes and scenery - but most of all, we’re known as one of the top tourist destinations in the world. Tourism is one of our biggest and best industries, and to capitalize on the worldwide exposure British Columbia received during the 2010 Winter Games, the province has launched a new tourism marketing strategy. It takes aim at well-established markets such as California, Japan, South Korea, Australia, Germany and the United Kingdom, as well as countries with growing tourism potential like China, India and Mexico.

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For a decade, tourism in British Columbia grew more rapidly than the rest of the province’s economy, despite a challenging global economic climate. Tourism in British Columbia employs a workforce of more than 127,000 people, and the new tourism strategy is aimed at achieving annual sector revenues of $18 billion by 2016, or about five percent growth per year. The strategy brings together government, industry stakeholders and communities to work as a team in: bringing more visitors, generating increased revenues and creating jobs.

With 13 ski resorts – many of them open all four seasons for summer activities like mountain biking and hiking – British Columbia also intends to become known as North America’s number one mountain destination. Whistler-Blackcomb is consistently rated as the number one ski resort on the continent, and the 2010 Winter Games served to further showcase British Columbia’s numerous winter activities, ranging from skiing and snowboarding, to heli-skiing and snowshoeing.

The other major marketing opportunity up our sleeve is ramping up the export of British Columbia products and services, for which there is growing demand, especially in Asia. Quite simply, British Columbia has what the world wants, in abundance. When it comes to natural resources, we’re among the biggest of big box stores. Whether it’s oil, gas, coal, minerals, wood or any number of other natural resources, British Columbia has it all.

In addition, British Columbia companies involved in mining, forestry, oil, liquefied natural gas, seafood, film and motion pictures, technology and research will all benefit from world demand for our commodities – in turn creating new jobs and opportunities. British Columbia will also be able to attract more business by building on its longstanding cultural and business ties with countries like China

and India. British Columbia is also seeking foreign investment, and is positioning itself as a prime destination for international students and talent.

With its entrepreneurial spirit, exceptional mix of urban and rugged natural landscapes, well-trained workforce, excellent education and technology facilities, strategic Asia-Pacific location and warm, safe welcome for its visitors, British Columbia can count on a wide spectrum of diversified economic and marketing opportunities now and in the years ahead.

For British Columbians, on the far western side of Canada, optimism starts right here at home. After all, with an economic platform that’s built on stability, talent and education, unparalleled resource strength and a financial system that’s second to none in the world, we have every reason to believe that we can not only weather the current storm, but that we can also prosper in the process.

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by Matt Kucharski | Padilla Speer Beardsley | Minneapolis, MN | New York, NY

Fight or Flight? When someone asks for program metrics, it’s usually either fight or flight. The “fight” happens when the communications professional launches into a litany of reasons why the program can’t be measured. The “flight” is when we run back to our offices to try to come up with some type of graph or pie chart. It’s up to us as professionals to engage in a constructive conversation about what can – and should – be measured within a program.

We’re really measuring value – not ROI. Value has three dimensions. There’s monetary value – how many dollars did I invest, and how many dollars did I earn? There’s also utility. Does this method work better than other methods? And there’s a third dimension – reputation. Sometimes we choose an approach because it says something about us – and about our brands – even though on paper it might be a more expensive or expansive option.

The Measurement Zoo

You need to avoid the wild animals in the zoo.

There’s the HIPPO Method. That’s measurement based on the Highest Paid Person’s Objectives. There’s the Monkey See, Monkey Count method. That’s when we run off and measure everything that can be measured because there are really cool tools out there to do it. There’s the Penguin method. That’s where every tactic in a program is measured in the same way. Our industry used to do this a lot when we calculated the “advertising value equivalency” of a published story and tried to convince senior leadership that the one-line mention in the story was as valuable as taking out a full-page ad. Finally, there’s the T-Rex Method (hey, my zoo can have a T-Rex if I want it to). That’s when the measurement becomes so all-consuming that it devours your entire budget. Measurement itself requires investment – in both time and money – so make sure to keep your perspective.

COURAGESHOWING SOME

IN MANAGING METRICS

Determining the Right Measurement Method to Deliver for Clients

With several major international public relations associations drafting and adopting the Barcelona Principles of Measurement, there’s renewed interest in the topic of measurement and metrics in communications programs.

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The Three O’s

At Padilla Speer Beardsley, we start with the premise that measurement in and of itself is a good thing both for us and for the clients. Then we use the “Three O’s” to frame up the conversation.

Outputs – this is the most basic form of measurement, and everything we do can be evaluated at this level. In

essence, it’s what we produced and how we did in producing it. Was it on time? On budget? On message? Adhering to corporate standards? Yes, I know this is pretty basic, but for some programs, this can point out inefficiencies that need to be addressed.

Outtakes – one level up in sophistication, outtakes focus on who was reached versus what was produced. What’s the

circulation on that article? How many people viewed that Web page? Who downloaded the video? What was the attendance at our event? We’re getting more and more sophisticated at measuring at the outtakes level, but we need to realize that “reaching someone” is rarely the end goal.

Outcomes – clearly the most sophisticated form of measurement. Here we’re looking at what behaviors

changed as a result of our efforts. Who voted? Who purchased? Who stopped protesting? Who called their legislator?

Outcomes-based measurement is the Holy Grail in communications, and it’s within reach. But getting there requires three critical elements: research, clear objectives and measurement of programs vs. tactics.

There’s never been a better time to commit to program measurement. Our internal and external clients demand it, the industry is adopting reasonable and consistent standards and the tools are there for us to do it effectively.

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CORPORATE SOCIALRESPONSIBILITY

In recent years, the mining and resources industry has played a major role in the business growth and development of Australia; through export income and business wealth generation. As the world’s largest exporter of coal and ranked globally in the top three producers of alumina, bauxite, iron ore, lead, nickel, tantalum and zinc, this boom has increased job growth in regional and remote areas across Australia. It has also created mass infrastructure development, land resumption and environmental strains.

Corporate Social Responsibility These factors increase the need for mining and resources companies to boost their Corporate Social Responsibility (CSR) presence in 2012, moving from risk mitigation to proactive relationship building, by developing positive links with the communities they work in.

By doing this, companies have a strategic opportunity to gain real value from giving back to their local communities because it’s the right thing to do. This could be implemented through a number of ways, such as minimizing environmental impacts, launching a road safety campaign or boosting youth education and job opportunities in remote areas.

To address the issues and challenges the sector is facing, organizations should consider an integrated campaign which positions the company as socially responsible; in turn generating community awareness and triggering behavioral response. This behavioral call-to-action is one of the most crucial elements to deepen the level of engagement between the organization and the community and translate a campaign into a meaningful connection.

Essentially, it communicates authenticity to stakeholders, ensuring the most crucial intangible element of the organization – reputation – is protected into the future.

by Douglas Pye | Phillips Group | Brisbane & Sydney, Australia

STEPPING UP IN

How the Mining and Resources Industry Can Cultivate Positivity

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Each organization has differing needs and expectations when exploring or undertaking CSR campaigns, but fundamentally any exercise considered must:

Align with the organization’s brand

Be an extension of the organization’s core values

Demonstrate full transparency to stakeholders

Not be seen as a means of ‘taking’

Be able to show a clear and demonstrable benefit to the cause

Must achieve measurable benefit to the organization, both internally as well as to external stakeholders

Government Relations

There are local communities in regional and remote Australia currently benefitting from the mining and resources boom. These townships have a monopoly of the mining-generated wealth. However, a great majority of nearby towns are struggling to stay afloat. These local governments need assistance to bridge the gap between the burgeoning job market and the mining and resources industry.

Communication consultancies can help to bridge the gap and realize full strategic possibilities of this previously untapped market. These surrounding communities have the means to offer workers a great lifestyle in a lush rural community, including: shorter travel time to work for the fly-in-fly-out staff, lower rent and house prices and friendly communities for young families to grow. Local governments need assistance to address these issues and educate not only the mining and resource organizations of what they have to offer but also the burgeoning workforce.

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Valuable Insights from the Most Developed Latin American Economy

Brazil is one of the most important countries in the world and one that offers more business opportunities to foreign companies. Brazil is the fifth largest country in the world both in area and population (190 million). It is a multicultural democracy, one of the largest economies in the world and an increasingly important player in the international scenario. Brazil has been gradually taking the role of a regional power, being involved in missions of peace, mediating conflicts in Latin America, and struggling to have a place in the United Nations Security Council. Today, Brazil has the eighth largest economy in the world and the most developed economy in Latin America.

A number of economic reforms conducted during the ‘90s resulted in the partial opening of the Brazilian economy and helped in leveraging the domestic market and controlling inflation. The fundamentals of such reforms were kept in place during President Lula’s mandate (2003-2010), and this ensured the country maintained an economic stability that it had never experienced before. Today the country has a woman as president and Dilma Rousseff is both head of state and head of government.

Brazil has a new and positive scenario for the first time in its life because the country will host the 2014 World Cup and the 2016 Olympics. This will be an unprecedented chance to promote the Brazilian brand and ensure a legacy of economic and social benefits. Brazil plans to use the Olympics as an economic platform to attract different businesses and investments that surprisingly can go way beyond the sporting events. The public and private sectors are investing in infrastructure, overall in the expansions of ports and highways. This shall increase significantly in the next few years. Today, the industry — from automobiles, steel and petrochemicals to computers, aircraft, and consumer durables — accounts for 30.8 percent of the gross domestic product. Industry, which is often technologically advanced, is highly concentrated in the metropolitan areas of São Paulo and Rio de Janeiro.

Brazil is one of the most attractive countries for foreign investors. Also, Brazil has been considered the “country of the future” because of its geographical size, growing population and abundant resources, it is rapidly becoming one of the world’s economic powerhouses. Brazil controls a great deal of the world’s most basic resources.

by Angélica Consiglio | PLANIN | Rio de Janeiro and São Paulo, Brazil

BRAZIL’S PROMISINGMARKETING OPPORTUNITIES

GAINING INSIGHT INTO

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It has the largest farmable area in the world (22 percent of the territory), 33 percent of the planet’s forests, and 15 percent of the world’s potable water. It is the world’s largest producer of coffee, oranges, and sugar-cane; second largest of manioc, beans, soy, beef and chicken; third largest of refined sugar and corn; and ranks in the top ten in the production of grains, cocoa, eggs, pork, cotton and rice.

Aside from the local issues with education and infrastructures, Brazil is one of the main worldwide social media users. The country has more than 80 million Web users and half of them access Facebook, meaning Brazil has the sixth highest Facebook adoption-rate worldwide. Also, Brazilians make up the majority of Twitter users in the Latin America region and has more than one cellphone per habitant.

Today, a very representative number of companies are investing in communications to position their brands and products in the market. We are seeing a new movement and new opportunities. Improving the income of Brazilians has increased the potential consumption of the C and D classes, which already represent a market of $460 billion. Young people represent, according to research from a consulting firm, around $55 billion. And for every $100 in goods sold in the retail market, $40 is from products purchased by women. These emerging consumers already own 69 percent of credit cards and consume 75 percent of everything sold in supermarkets.

So, Brazil is a new world of possibilities but to be successful it is important to have the local touch, know the market and speak Portuguese.

33

MICROPOLITAN MARKETING

by Noemi Pollack | The Pollack PR Marketing Group | Los Angeles, CA

California has always been known as the essence of entrepreneurial spirit and, in particular, Los Angeles has certainly always celebrated new ideas, new ventures and offered opportunities for businesses to flourish. Notwithstanding today’s state budgetary issues, the city, renowned as the creative capital of the world (entertainment industry), is still the largest manufacturing center in the United States today, one of the world’s busiest ports, a major financial and banking center, a biotechnology nucleus and the largest retail market in the United States. It is a landscape of diversity, a melting pot if you will, and it commands an understanding of its diversity.

The last few years have witnessed major economic expansions. By all accounts, what was considered the traditional three-tiered economy in Los Angeles (aerospace, entertainment, and tourism), has now become a more multi-tiered economic engine that focuses on trade and shipping, tourism, manufacturing, biotechnology and, of course, entertainment.

The communication challenge lies in understanding that the LA “sprawl” has sprouted a series of “micropolitan” centers (as opposed to a metropolitan center), each with its own needs, wants and opportunities. Communication tactics that work in one center

may not work five miles down the road. Language innuendos and cultural differences need to be understood and addressed in every communication tactic. Regional media outlets engage in myriad ways and it falls to the responsibility of the communications professionals to find the means, style and tone in which to reach and manage them. It is really about niche regional marketing.

The fact that LA is the nation’s largest port in terms of value of goods handled and tonnage, together with its proximity to the major Pacific manufacturing nations—Japan, China, Korea and Taiwan, presents advantages. Other prominent industries in the Los Angeles area include health services, education, high-technology research and development, professional fields such as architecture and engineering, and a large construction business, both commercial and residential. Los Angeles sits on the cutting edge of change. It sets the stage for other regions to replicate. Mining the communication opportunities to reach vast audiences in this multifaceted business landscape, demands from communications professionals sophisticated resources and skills to navigate the most complex communication tools. Marketing in Los Angeles is like marketing across several countries – without the borders.

Focused Regional Messaging in LA

DIGITIZINGBRAND REPUTATIONS

by Venceslava Drabkova | PRAM Consulting | Prague, Czech Republic

Today we are surrounded by an overwhelming amount of information and advertisements. The range of available products and services is ever-widening. More and more we see the reality of the popular “poster effect”, which emphasizes that because of advertising’s ubiquity, people notice it less and less. We see a chance to break through the noise by offering product customization and subsequently embracing product reviews. With the integration of product reviews in the equation, the reputation of companies becomes more important than ever. In the digital space, the public opinion of companies can change within minutes, even after many years of a great brand reputation. So how can companies build, develop and protect their reputation in 2012 with a solid digital strategy?

People want quality and reliability in the products or services available to them – especially with more expensive ones. Because purchasing decisions are heavily influenced by a quick online search, companies should own a share of voice in the digital space. One great potential for marketing agencies is to assist target audiences in finding their products by delivering easily navigable sites that provide the most important data and unique selling points in easily digestible, bulleted lists. Customers also want immediate answers to questions about products or services and they want to get a professional and impartial opinion from experts in the field. Therefore, it is beneficial to build a presence on social media platforms and in doing so, approach each platform with planning and strategy that delivers a mix of easy-to-find information and access to objective public opinion.

While, it may seem counterintuitive to embrace both negative and positive comments, we see a big marketing opportunity in 2012 for companies enhancing and monitoring their reputation by engaging with customers online. As audience preferences continue trending towards customized engagement rather than mass messaging, key messaging should always maintain a customer-centric focus. A recently popular social media tactic is providing users with tools that give them the opportunity to participate in the customization of products. We’ve found this tactic to garner engagement and overall success in brand reputation.

Tactics like these are changing interactions with their key audiences, but the company mustn’t forget that the public should always be able to evaluate products and get the opinion of impartial experts. Companies and top public relations firms alike should therefore develop relationships with bloggers and other online opinion leaders. It’s particularly useful to monitor their observations and reviews – especially those which could make an impact on the reputation of the company. They collectively provide a listening tool that should prove crucial for planning and decision-making.

The reputation of a company is associated with a number of factors, both in the physical and digital realms. We see an opportunity to enhance customer relationships online with customized key messaging and product planning. In establishing those relationships, companies gain substantial monitoring data that will prove actionable in the maintenance of their brand reputation.

Engaging Audiences Through Customization and Usability

35

by Dorothy Oliver Pirovano | Public Communications, Inc. | Chicago, IL

COMPETITIVE INTELLIGENCEUSING

TO STAND OUTHow Health Care Services Clients Are Benefitting

It’s as though a “quiet period” has overtaken the health care services market.

Whether it’s a group of blood centers, pharmacies, home care providers or public health agencies, the depressed economy has shut down much of the marketing of these critical organizations to consumers. Insurance providers and many hospitals and health systems have remained vocal as they promote a Medigap plan or long-term care policy; a new cancer center or a women and children health service – but many other service providers have greatly reduced their outreach.

The silence of competitors provides terrific opportunities for those who do step up. We’ve launched many a marketing communications program on the back of a competitive analysis that showed little in the way of promotions under way by others in the field.

Even small providers stand out in the silent market if they direct their marketing dollars to lower cost-higher yield tactics. Take what might be devoted to a very modest advertising campaign and redirect it to measurable public relations tactics:

Media outreach that results in long, detailed articles in traditional media

Social media platforms that generate engagement from an audience interested in what you have to say

“Informal” video and audio podcasts that can be posted in multiple venues

Highly targeted events that may not draw large numbers of attendees but draw the “right” ones – the ones that matter

The efforts can be very simple.

A blood center can draw in donors on practically a moment’s notice if it starts collecting cellphone numbers and texts when spaces are available at blood drives.

A webinar by a home care provider, promoted through senior residences or activity centers, gives important information while drawing potential customers.

A non-commercial, sponsored video with healthy living information directed people suffering from a chronic condition and distributed through advocacy organizations can reach an audience interested in services.

Take advantage of the silence in your marketplace with well-directed, cost-effective and measurable communications programs. Tapping a market that isn’t hearing much from your competitors gives you a loud share-of-voice with an attentive audience.

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RESCUINGMARKE ERS

by Monty Hagler | RLF Communications | Greensboro, NC

Over the years, pets have moved from the barn, to the yard, to the bed. Many in the U.S. consider their pet a member of the family, and they demonstrate it by opening their wallets and purses. In a recent survey, nearly 70 percent of U.S. pet owners polled said they would spend any amount to save their pet’s life, evidence of their inclination to invest in their four-legged family members. During the recession, Americans slashed discretionary spending in many areas—but not on their pets.

While pet owners are willing to indulge, they aren’t on a shopping spree. It’s not “If you build it, they will buy.” Their purchases of products and services are largely influenced by those they consider reputable in the pet arena: veterinary staff, qualified pet experts, breed specialists, and the like. Clients who tap into this sphere of influence in marketing and their products or services stand a much better chance at success. And the market is broad, covering every aspect of a pet’s life from food, training, bedding, grooming to veterinary care. No one consultancy offers marketing, PR and/or advertising expertise across this broad market, except perhaps for the Worldcom Pet Partnership spearheaded by RLF Communications. More than 15 partner agencies with broad, deep experience in nearly every area of pet care stand ready to work seamlessly and effectively with pet-related businesses.

According to the American Pet Products Association, U.S. pet owners will have spent a record $50 billion on their animals in 2011. Spending in the pet economy has grown every year since 2001 and only once by less than five percent annually in the past ten years. Pet ownership continues to increase; currently, about two in every three U.S. households has at least one pet. Given expected continued improvement in the economy, the stage is set for pets to be a solid business opportunity in 2012 for smart marketers supported by able consultants like the Worldcom Pet Partnership.

How the Recession-Proof Pet Industry is Turning Tables

37

PRE-LAUNCHINGPRODUCTSby Julie Hall and Joan Schneider | Schneider Associates | Boston, MA

Launching a new product or service in the age of social media isn’t easy.

As product launch specialists, we know that now it’s harder than ever to get your customer’s attention, and their dollars. But as more people embrace social media, brands have an opportunity to deepen customer relationships, drive loyalty and increase purchases. Extending relationships with and among customers is the new norm. It’s time to explore collaborative marketing and messaging with customers—and brands working together to find the right words and actions to motivate consumers to try and buy new products.

Consumer integration in actionSeveral brands are using customer integration in developing new services and products. New Balance customers helped design their Minimus running shoe line. Baskin-Robbins crowdsourced the creation of a new ice cream flavor. Mountain Dew’s Dewmocracy campaign called on customers to advocate and gather votes for their favorite discontinued flavors.

Getting engagedBy involving customers before making product development and management decisions, brands can acquire new customers and get existing customers excited before product even hits the shelf, leading to robust initial sales. What’s better than that?

The Stage-Gate SolutionBrand managers can profit from adapting Dr. Robert Cooper’s Stage-Gate approach to developing new products and initiatives by incorporating customer input:

In the Preliminary Investigation phase, consider and identify what your customers really need. Why do they choose your products and brand over others? What would they change?

For the Detailed Investigation phase, consider starting a beta program to test your product or services with a few core customers, secure feedback and use their input to refine your product.

The Development phase provides the opportunity to craft your messaging with input from customers. What are they saying about your brand, product or service? What do they want to hear?

In the Testing and Validation phase, introduce the redesigned product to the customers who provided feedback.

During the Manufacturing Production phase, provide your employees with the training and tools they need to become ambassadors for the launch.

In the Market Launch phase, involve the customers with whom you initially recruited to create the launch marketing strategy.

CONSUMERWITH

INTEGRATIONWhy Putting Your Customer Front and Center is a 2012 Imperative

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by Mike McDougall | Travers Collins | Buffalo, NY

Organizations seeking to improve their market positions typically begin searching for external solutions among customers, prospects, distributors, retailers and suppliers. They look to their communications and marketing teams to refine and amplify messages. They take another glance at burgeoning digital media efforts, perhaps placing some additional budget allocation against promising programs. That’s expected and most certainly fair.

Some companies, though, are tapping into a method often hidden in plain sight: reinvigorating and sometimes reinventing their internal communications function to better align employees against the challenges at hand. This goes beyond refreshing an internal newsletter, placing some lipstick on the intranet site or increasing the frequency of senior leadership messages to their teams. Savvy executive teams are developing and executing plans to deploy peer-to-peer communications skills – and instill the desire to use them – across all levels of the company.

Doesn’t this amount to a decentralization of the employee communications infrastructure? In many ways, yes. The peer-to-peer model is what our associates are experiencing every day beyond the office, through increased personal use of digital media – social sites, blog posting and commenting and even that old killer app called email. Unfortunately, in the corporate setting, there continues to be an over-reliance on messages emanating from the center.

Moving to a peer-to-peer model – one in which the company’s communications professionals become the educators, evangelists, and mentors – presents myriad business advantages that can drive measurable market impact. Information moves more quickly among teams and individuals, creating a more nimble culture that can rapidly adapt to changing conditions. Strategic concepts are given added context by those in the trenches, helping promote understanding of how business decisions will directly affect employees if executed as planned. Feedback originates from all levels, bringing to light new viewpoints and potentially game-changing innovation. Collaboration reaches new heights, especially among groups once separated by power silos that were deemed impenetrable. Combined, these benefits tap the knowledge of the entire organization to form new, powerful insights on a more frequent basis.

Establishing a differentiated internal communications model isn’t easy. It isn’t immediate. And it isn’t always fun, at least during the early stages. But the peer-to-peer construct is the future of how companies will develop and nurture optimum organizational performance that translates into market success. What we give up in control we’ll more than earn back in engaged and empowered employees across the enterprise.

How a Peer-To-Peer Model Drives Employee Engagement

MARKET PERFORMANCE via INTERNAL COMMUNICATIONS

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