| Description |
1 online resource |
| Series |
ASAE-Wiley series |
|
ASAE-Wiley series.
|
| Bibliography |
Includes bibliographical references and index. |
| Summary |
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 |
| Contents |
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. |
| Subject |
Branding (Marketing)
|
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Marketing -- Public relations.
|
|
Product management.
|
|
Stratégie de marque. |
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Marketing -- Relations publiques. |
|
Produits commerciaux -- Gestion. |
|
branding. |
|
Branding (Marketing) |
|
Product management |
| Other Form: |
Cehrs, Adele. SPIKE your brand ROI. Hoboken : Jossey-Bass, [2015] 9781118976661 (OCoLC)904801800 |
| ISBN |
9781119245803 (electronic bk.) |
|
111924580X (electronic bk.) |
|
9781118976685 (electronic bk.) |
|
1118976681 (electronic bk.) |
|
9781118976678 (electronic bk.) |
|
1118976673 (electronic bk.) |
|
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