lecture 7 planning mpr
DESCRIPTION
TRANSCRIPT
11
Marketing Public Relations and Audience Lecture 7
Planning MPR
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this power point file
is for academic Purpose only
Post Graduate Diploma in PR & Exhibitions Management
22
Table of Contents
• Steps in planning MPR1. Conduct brand survey
2. Set SMART goals
3. Evaluate MPR inventory
4. Implementation of MPR activities
• Measuring MPR
3
Step 1: Brand Survey
• Conduct a brand survey
– What your customers are saying
– What’s important to them
– What perception people have on your brand
– What they like and dislike
– What key messages you need to address
– What are their behavior
– How do they think of you vs. your competitors
4
Brand Survey
• Example: Reader’s Digest Trusted Brand
5
Methodology
• You need a professional partner. RD picked Synovate. It’s one of the biggest research firms in the world with 5,900 staff in 64 countries.
• This is for credibility.
• People tend to trust professionals.
6
Methodology
• Identify your target market
7
Methodology• Scope:
8
Methodology
• Structure of questionnaire – It’s about find out what’s important for your customers.
9
Methodology
• Ways to reach target audience
10
Results - Insights
11
Results - Behavior
12
Results - Comparison
13
Results – Priority Agenda
14
Results – Working Across Region
15
Results – Punch Line
• This is the selling point
16
Step 2: SMART Goals
• Identify SMART goals in the following MPR objectives:
– Credibility
– Trust
– Long term relationship
• Brand survey tells you where you are. Now you have to think of what’s most important to your firm and set goals, preferably quantitatively
17
SMART - Credibility
Which of the following factors do you need
to improve?
1. Source credibility
2. Corporate credibility
3. Third party credibility
Where do you want to be in the future?
18
SMART - Credibility
1. Source credibility: Trustworthiness
– Which source is more credible?
– Even if you are comfortable with your position,
what do you need to do to maintain?
19
SMART - Credibility
1. Source credibility: Expertise
– Which source is more credible?
– Is there a need for them to improve?
20
SMART - Credibility
2. Corporate credibility: Celebrity Endorsement on advertising
– Is the current celebrity bringing you the level
of credibility you want?
21
SMART - Credibility
2. Corporate credibility: Corporate endorser on marketing campaign
– Are these clients you are proud of?
22
SMART - Credibility
3. Third-party credibility: Sponsorship, Awards and Surveys…Which ones do you want?
23
SMART - Credibility
• Objectives should be based on the factors
affecting brand credibility
• For example:
– Apple Daily: to be viewed as reliable a news source as South China Morning Post
– CL: to be the leading financial institution with the expertise in predicting stock market
– SAP: to service clientele who are among the Fortune 500 companies
– MO: to be the preferred choice of hotel among the rich and famous
24
SMART - Trust
Which of the following factors affecting
brand trust do you need to improve?
1. Reputation
2. Competence
3. Predictability
Where do you want to be in the future?
25
SMART - Trust
2. Competence
• A competent brand is one that has the ability to
crack a customer’s problem and to meet the
need (Butler and Cantrell, 1984; Butler, 1991).
• In MPR, the activities are:
– Use of well-judged opinion leader or expert figure.
– Association of brand with authoritative programs or
schemes
26
SMART - Trust
1. Reputation
• Consumers assess a brand’s reputation from past experience of third party’s trustworthiness, integrity, and honesty.
• What do you thinkof ATV’s reputation?
27
SMART - Trust
1. Reputation: Trustworthiness
• Can you be trusted?
• For these 2 cases, what is your perception?
28
SMART - Trust
1. Reputation: Trustworthiness
• How you handle crisis will shape people’s perception on your trustworthiness.
• For these 2 cases, what is your perception?
29
SMART - Trust
1. Reputation: Integrity
• Are you willing to do go the extra mile to do the right thing? Or are you just looking for financial gains?
30
SMART - Trust
1. Reputation: Honesty
• Are you telling your customers everything?
• Full disclosure is key to honesty.
31
SMART - Trust
2. Competence: Can you name the brands?
– Do you think these spokespersons help
improve the brand’s level of competence?
32
SMART - Trust
2. Competence: What impression do you have on companies carrying logos of these programs? Do you want them?
33
SMART - Trust
3. Predictability: Do you trust brand with longer history?
– Although MPR tools cannot create history, the
objective is to draw comparison with
competitors
34
SMART - Trust
3. Predictability: Do you trust brand with performance pledge? What benefit will they bring?
35
SMART - Trust
• Objectives should be based on the factors
affecting brand trust
• For example:
– Sausantong: to create word-of-mouth by turning every client into their spokespersons
– HKU Canteen: to receive honour as a recommended outlet by Michelin Food Guide
– Citibank: to project the image of a very reliable bank with a long history
– IKEA: to be viewed as a quality product retailer
36
SMART – Long Term Relationship
Which of the following factors affecting the
long term relationship between you and your
clients that you need to improve?
1. Competitor activities
2. Responsiveness to client’s needs
3. Level of customer engagement
Where do you want to be in the future?
37
SMART – Long Term Relationship
1. Competitor
– How do you want your clients to react when
your competitors are offering discounts?
38
SMART – Long Term Relationship
2. Responsiveness
– What level of customer service do you want to
offer?
• Face to face?
• Online chat?
• Call centre
• Performance pledge?
39
SMART – Long Term Relationship
3. Customer Engagement
– How much of a voice do you want your
customers in shaping your brand?
40
SMART – Long Term Relationship
• Or engage people who don’t come to your store, but rather online…
41
SMART – Long Term Relationship
• Objectives should be based on the factors affecting long term relationship
• These are strategic direction that drives your organization’s relationship with customers.
42
Step 3: MPR Inventory
• Before thinking of new initiatives, compile an inventory of your company’s existing public relations activities.
– Evaluate how well they are contributing to
your MPR objectives
– Identify areas for improvement
– Propose offerings to fill the gaps
43
MPR InventoryWhich tools are you already using? Are they
effective? What do you need to improve?
• Advertorials
• Contests
• Special events
• Public service tie-ins
• Trade shows and
exhibitions
• Festivals & parades
• Sponsorships
• Press conferences, media
tours & receptions
• Surveys and researches
• Seminars and forums
• CSR initiatives
• Certifications
• Grooming of spokesperson
• Social media
• Customer engagement
44
Example
45
Example: Colliers
• What more can they do?
She is an analyst for Colliers
46
Step 4: Implementation
• Implementation planning– Identify resources based on scale of MPR
activities proposed
– Each proposed MPR activity should include resources such as:
• Financial
• Top management support
• Manpower talent
• Spokespersons
• Working partners
• Time line
47
Example: Tennis Classic
48
Financial
• Profit / Loss Statement
– This will determine whether the MPR activity
is financially viable
• Cash Flow Statement
– This will help you identify the financial risks in
implementing the MPR activity
49
Profit / Loss Statement
50
Cash Flow - Revenue
51
Cash Flow - Expenditure
52
Top Management Support
53
Manpower Talent
• Do you have internal resources to put this activity together? Can you outsource?
54
Spokespersons
• Everyone has to show up and speak!
55
Working Partners
• Identify Stakeholders
• Solicit Sponsorship
• Develop Supplier List
• Manage Request For Proposals (RFP)
56
Time Line
57
Gantt Chart
58
MPR Evaluation
• Examples are: