Communications in the association sector...The buyer’s journey.. •Two key ways of getting your...
Transcript of Communications in the association sector...The buyer’s journey.. •Two key ways of getting your...
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Getting your message heard Communications in the association
sector
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• Communications career spanning 20 years, established Mexia in Jan ’06
• Experience in journalism, agency PR, in-house marketing, event management
• Regular speaker on social media and articles published
• UK and overseas experience
Kursha Woodgate - @mexiaPR
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• Do you want more association business?
• Do you feel associations know your brand?
• Is it easy to get in front of associations to communicate your messages?
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Getting on the radar
• All here today with venues and destinations that you want to sell to associations
• Before you can communicate the benefits of your offer, you need to get on the radar
Get on the radar…
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Breaking through the noise
Breaking through the noise
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Sales and marketing alignment The buyer’s journey..
• Two key ways of getting your message across to associations:
• Direct – Sales calls – Emails – Face-to-face at events etc
• Indirect – Influencing the influencers (ambassadors, media) – Softer approach to building your profile – PR, social media and content marketing
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The Buyer’s Journey
Customer Buying Experience
PR
Social Media
Outbound Email
Corporate
website
Events
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Direct
• Requires good knowledge of who you are targeting
• Tough to break through without brand building platform and top of funnel activities
• Time-consuming for sales team
• Doesn’t take account of the buyer-led approach
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Smart PR and the new wave of content marketing
• Two areas to address today:
• Traditional PR:
– Raising your profile with association trade media
• Social media & content marketing:
– Extending your reach through engagement and effective content marketing
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Traditional PR
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Meeting journalists needs
Journalists want:
• Exclusive stories where possible
• Interesting angles that will engage their readers
• Facts and figures
• News – actual news that has not been revealed elsewhere and is relevant to their readers
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What makes a good story?
• Press release must cover:
– Who, what, why, where and when?
• Celebrity – press love famous faces
• Pictures/images
• Human interest (eg supporting charities, personal stories, local heroes)
• Headline grabbing statistics
• Hot topics (eg horsemeat scandal!)
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Meeting journalists needs
Journalists hate:
• Marketing/sales talk
• Heavily branded material
• An expectation that they should write about you
• Bombardment with irrelevant material
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The rise of digital comms
• Social media has become a fundamental part of the communications mix
• Associations are active on social media and are looking to further engage their members via social
• Great way to extend your reach and get on the radar without overt selling
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Social media - stats
Facebook – 1.11 bn users
Twitter – 500 million users
Google+ - 343 million active users
LinkedIn – 225 million users
Instagram – 130 million users
Pinterest – 70 million unique users
Foursquare – 33 million users
Vine – 13 million users
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5 things to extend your reach
1.Great content
4.Advocates 2.Network
5.Multi-channel
3.Consistent comms
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Creating awesome content Ask SIMON
Sharing
Interactive
Multimedia
Original
News
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Think like a reporter…
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What makes news? Try our SPACEMAP
• S – statistics
• P – products or services launched
• A – appointments
• C – CSR initiatives
• E – events (attending, organising)
• M – milestones
• A – awards
• P - partnerships
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Thoughts to take away…
• Regular communication via ‘indirect’ channels will build your brand and create a platform for easier direct selling
• Think about taking a more ‘content marketing’ approach to communications, develop content that is useful to your target audiences to encourage sharing and engagement
• Develop a strategy for traditional and digital communications and roll out the plan to support it
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Questions…