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SPIKE your brand ROI : how to maximize reputation and get results /
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? Ade...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
San Francisco, CA :
Jossey-Bass, a Wiley brand,
[2015]
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| Colección: | ASAE-Wiley series.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Cehrs, Adele, |e author. | |
| 245 | 1 | 0 | |a SPIKE your brand ROI : |b how to maximize reputation and get results / |c Adele Cehrs ; foreword by Sam Horn. |
| 264 | 1 | |a San Francisco, CA : |b Jossey-Bass, a Wiley brand, |c [2015] | |
| 264 | 4 | |c ©2015 | |
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| 520 | |a 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. -- |c Edited summary from book | ||
| 505 | 0 | |a 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. | |
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| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Marketing |x Public relations. | |
| 650 | 0 | |a Product management. | |
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| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
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