Reputation Management: Using an Offensive Marketing Strategy

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Reputation Management: The Offensive Position


Who’s @DwightZ7th Presentation @PubCon

Agency Owner

Serial Entrepreneur

Autism Dad

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What qualifies me?19+ years in web

Early SEO

Ideas: Thought – Funded – Failed - Sold

Over 1,000 clients

Many industries

The truth is easy to remember

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What’s Real?

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What is offensive rep mgnt?Target competition to gain market share

Discourage competition offensive response

Can be “grey”

Consider many, many tactics

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Direct attackSlash prices / hit em’ in the pocket book

New features / you got better stuff

Comparison advertising / info graphics Why you are superior What they are lacking Tell audience what “they need you have”

Target markets competition served poorly

Guerilla marketing / gain attention

Press is press

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End-run & avoidForget them other than where they’re not

Hit unoccupied markets

Where did they avoid / never consider? Dollar Store vs Walmart Low income / low spend budgets Small Biz Target the client ‘hurt” Use automation Build the base to hit the larger targets Consider “cons” and associations that can attach Press is Press as long as it = $$$

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Pre-emptionFirst to market controls the voice

Lock-up untapped market space

Acquire best locations / outlets

First to make relationships, lock-up contracts

Late to enter – harder to dislodge yourpresence

Plan in place IN CASE it goes bad (assets, messaging and content)

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Pre-emption DosPlan / Strategy (not as it happens)

Brand names cute and generic terms: get domains with 2-3 pages sites Address locations? Own local online Products? Sitemap feed and shopping ads Comparison pages to competition for association (careful on

claims of others-legal) Co-Sponsor simple stuff- Chambers, local teams, parades, holiday

events – get links and curated brand messages / display Social accounts – establish and get a strategy for content delivery

and community building

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Pre-emption TresContent

Plan AND budget for this How long? Analytics for milestones, results? Images / graphics (professional) Have a “style” that is distinctively yours Written – manuals, blurbs, facts, stories, uses, lifestyle

and informational Video - :06, :10, :20, :30 , :60 etc

Plan and segment them Target different platforms, demo’s and groups

Audio / Podcasts Fun shareable things Press-friendly packets, folders with assets ready

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AcquisitionBuy them (Auto Industry bought electric to close

them down)

Buy up all spaces / accounts / demographics or all supplies (Aluminum in Detroit in 2013)

Best locations / outlets –B’n’M footprint

Must add to bottom-line to make sense

Costly

Afoul / monopoly / flack-back from local’s

Press is press!

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Counter the defenseExclusivity – look to lock relationships with

suppliers / vendors to block competition

Utilize these in press, content and credibility association

Call-out competition with new warranties, guarantees, features; show emphasis for the end-user

Anticipate changes in the market and act first

Be everywhere they are with something better to say, show or offer

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Too much?

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Advertising / PressCan’t be “kinda-pregnant”

Real strategy to show Commitment to market Confidence in product / service Willingness to crush competitor Protection of your market / space

Show you can’t lose

Create stories to reinforce each of these points; couple with content, images and video (EZ hand-off to journalists)

Buy / sponsor / host events / previews / entertain

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Bottom lineCan’t be “kinda-pregnant”

Requires thought, intended outcome and strategy with tactics and analytics with back-up plans to WIN

Requires budget that is logical

Organization

Staff / resources

Keeping up on trends

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Black hatsThere are old-school ways to get what you want

Black-Hat still works

Layers of separation / legal ready

7 degrees of Bacon

Political scandals are great reference points

Wikileaks + Podesta emails + Pizzagate

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Bummer – reset - win

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The Process

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Reputation Management: Using an Offensive Marketing Strategy

Marketing

Transcript of Reputation Management: Using an Offensive Marketing Strategy