Spike your Brand ROI / ASAE/Jossey-Bass Series (PDF)

Increase ROI through more effective brand marketing

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? The truth is, only 5% of
people say that social media has a profound effect on their
purchasing decisions. Moreover, only 2.7% of people are willing to
stick their neck out on the line to recommend your brand via social
media, a factor known as "social risk."

In SPIKE Your Brand ROI, public relations maven 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. This is your opportunity to
reach people when they are primed to hear your message, and your
brand is most relevant to their lives.

Based on the author's actual engagements with clients like
Yum Brands, Lockheed Martin, DuPont, and more, this practical guide
outlines a new, pragmatic approach that will enable you
to:

* 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

With Adele Cehrs' proven methodology, you can turn a SPIKE into
a strategic platform from which to improve results, build respect,
and boost your ROI.