Imc Presentation 11 09

Nov. 6, 2009 Credibility Marketing: Be Recognized as an Expert

Topics ,[object Object],[object Object],[object Object]

The A-P-PL-E Approach ,[object Object],[object Object],[object Object],[object Object],[object Object]

The A-P-PL-E Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The A-P-PL-E Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The A-P-PL-E Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Tactics - Credibility ,[object Object],“ The quality of being believable or trustworthy.” “ The objective and subjective components of the believability of a source or message. “ “ Consultants have credibility because they are not dumb enough to work at your company.” - Scott Allen, aka? .

Marketing Tactics - Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Tactics – Awareness vs. Credibility Occasionally directly generates leads/sales Rarely directly generates leads/sales Measurement depends of credibility tactic Measured by increases in awareness For experts For anybody with money Inexpensive Expensive What? Who? Credibility Awareness

Marketing Tactics - Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Credibility Tactics - Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tip: Feature a quote by a client; suggest the reporter talk with a client.

Credibility Tactics – Bylined Articles/White Papers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tip: When writing about a client engagement, include the client as a co-author. People want to hear from peers.

Credibility Tactics – Speaking Engagements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tip: If possible, try to avoid handing out your deck. Make people come up to you and ask for it.

Credibility Tactics – Case Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tip: Keep it to one page and use bullet points.

Credibility Tactics – Testimonials ,[object Object],[object Object],[object Object],[object Object],[object Object],Tip: Don’t make it too long.

Credibility Tactics – Blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tip: Keep your blog fresh. Update it frequently.

Credibility Activities from One Successful Client Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Credibility Activities from One Successful Client Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object]

Imc Presentation 11 09

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