An industry survey, report, and
webcast as the kick-off event
• A quarterly
thought leadership mailing
and webcast series
on hot
topics identified in the survey
• A five-city roundtable briefing program
• A calling
program to make
certain that our
target buyers had
received the thought leadership pieces with an offer to discuss our
point of view
• A public
relations outreach to
trade publications and
industry
associations to place articles and secure speaking opportunities
The goal was
to touch all
350 targets two
to three times
a month
through our various
channels so that
in any given
four-week period they
might read an
article, receive a thought
leadership publication, attend a
webcast or briefing,
or take a call
and schedule a meeting.
All direct
client contact—via a W eb cast
or attendance at a
briefing or meeting—
was tracked and
reported monthly. The
campaign cost $350,000
in out-of-pocket expenses
(not including our
fee to manage),
but the results
were deemed worth
it. Each prospective
buyer was “touched”
36 times
during the course
of the year
at a total cost
of $1,000 per
prospect. The
firm conducted a total
of 40 face-to-face
meetings that resulted
in six
proposal opportunities and
three closed assignments
totaling close to
$700,000. And
quite a few more
potential proposal opportunities
were
brewing at the
close of the
campaign. Although the
indirect benefits of
heightened brand awareness
were not measured,
incoming calls
increased substantially for the group overall, and revenue was 20
percent
above target the year following the campaign.
Well-planned and well-executed
marketing programs should
result
in tangible bottom-line
returns. The key
is setting expectations,
creating
realistic goals, and
then carefully tracking
and measuring results
market
by market.
Thought Leadership: The Most Powerful
Way to Grow the Business
“It’s
a relentless drumbeat of repeated
messages by management and others until
it becomes a part of what
everyone says.”
For PSFs, thought
leadership is perhaps
the single most
powerful
tool to position
the business, build
brand, and sell
services. The term
thought leadership implies a
collection of valuable
and original insights
into key issues
that the market
cares about. It
suggests that the
people
who developed these
insights are worth
following—in other words,
hir-ing—to think through their toughest problems. Far from brochure-ware,
thought leadership includes
articles, white papers,
blogs, webcasts, pod-casts,
surveys, and e-mail
postings. Whatever the
vehicle, intelligent,
market-focused thought leadership
is an excellent
way to showcase
and
demonstrate this expertise.
As a stand-alone program
or integrated with
other marketing efforts,
developing and distributing
thought leadership
can benefit the firm in many ways:
• Build
awareness. Thought leadership programs
build visibility and
connect the brand
to cutting-edge thinking.
Positioning your firm
as the thought leader in a
specific field or area is a
powerful way to
differentiate your services from competitors.
• Focus service
offerings. Developing content
for a thought leader-ship
program is an
excellent reason to
talk to your
clients and
prospects to determine
trends and test
service needs and
buying
decisions. The market
intelligence gathered serves
as the founda-tion
for thought leadership
pieces and focuses
services to address
client needs.
• Facilitate
business development. One of the most
tangible benefits
of a thought leadership program
is its impact on business develop-ment.
A well-crafted program
provides opportunities to
touch
clients and prospects
in many ways.
Gathering information for
content is a good
excuse to call
and/or meet face
to face with
clients and prospects
and solicit their
input. The finished
product
can be leveraged into meetings with clients and prospects to share
information or can be used as the basis for small, focused briefings
or speaking opportunities. Sharing
the firm’s thinking
with clients
often unveils new
opportunities to sell
additional work. For
prospects, it is a
“nonsalesy” way to
introduce the firm
and begin
the relationship-development process.
To be an effective marketing and business development tool, thought
leadership must be an ongoing program that is sustained over time. A
single
thought leadership piece
may pique the
interest of some,
but aware-ness, brand
building, and business
development benefits will
result from
consistency and persistence. It is important to develop a program plan
• A قيادة الفكر الفصلية البريدية والبث الشبكي على سلسلة الساخنة
المواضيع المحددة في المسح
• A خمس مدن برنامج إحاطة المائدة المستديرة
• برنامج الدعوة للتأكد من أن المشترين هدفنا كان
تلقى القطع قيادة الفكر عرضا لدينا مناقشة
وجهة نظر
• العلاقات العامة والتوعية للتجارة والصناعة المنشورات
الجمعيات لوضع المقالات وتأمين فرص التحدث
وكان الهدف هو تلمس جميع الأهداف 350 مرتين إلى ثلاث مرات في الشهر
من خلال قنواتنا المختلفة بحيث أنه في أي فترة أربعة أسابيع تقدم لهم
قد قرأت مقالا، وتلقي منشور قيادة الفكر، وحضور
البث الشبكي أو الإحاطة، أو اتخاذ إجراء مكالمة وجدولة اجتماع. جميع المباشر
الاتصال عبر العميل-يلقي EB W أو حضور مؤتمر أو اجتماع،
وتعقب والإبلاغ عنها شهريا. يكلف 350،000 $ في حملة من خارج جيب النفقات (بما في ذلك رسوم لا لدينا لإدارة)، ولكن النتائج
واعتبرت يستحق كل هذا العناء. كان "لمست" كل المشتري المحتمل 36 مرة
خلال العام بتكلفة إجمالية من 1،000 دولار في احتمال. ال
واجرت مؤسسة ما مجموعه الاجتماعات وجها لوجه 40 التي أسفرت في ستة
فرص الاقتراح وثلاثة تعيينات مغلقة بالقرب من مجموعها
المواضيع المحددة في المسح
• A خمس مدن برنامج إحاطة المائدة المستديرة
• برنامج الدعوة للتأكد من أن المشترين هدفنا كان
تلقى القطع قيادة الفكر عرضا لدينا مناقشة
وجهة نظر
• العلاقات العامة والتوعية للتجارة والصناعة المنشورات
الجمعيات لوضع المقالات وتأمين فرص التحدث
وكان الهدف هو تلمس جميع الأهداف 350 مرتين إلى ثلاث مرات في الشهر
من خلال قنواتنا المختلفة بحيث أنه في أي فترة أربعة أسابيع تقدم لهم
قد قرأت مقالا، وتلقي منشور قيادة الفكر، وحضور
البث الشبكي أو الإحاطة، أو اتخاذ إجراء مكالمة وجدولة اجتماع. جميع المباشر
الاتصال عبر العميل-يلقي EB W أو حضور مؤتمر أو اجتماع،
وتعقب والإبلاغ عنها شهريا. يكلف 350،000 $ في حملة من خارج جيب النفقات (بما في ذلك رسوم لا لدينا لإدارة)، ولكن النتائج
واعتبرت يستحق كل هذا العناء. كان "لمست" كل المشتري المحتمل 36 مرة
خلال العام بتكلفة إجمالية من 1،000 دولار في احتمال. ال
واجرت مؤسسة ما مجموعه الاجتماعات وجها لوجه 40 التي أسفرت في ستة
فرص الاقتراح وثلاثة تعيينات مغلقة بالقرب من مجموعها
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