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1 Profiling partner programmes through thought leadership Y OUR R EPUTATION I S PR ECIOUS Lars Voedisch Principal Consultant [email protected] @larsv

Profiling partner programmes through thought leadership - Faculty Marketing Innovation

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1© 2015 by PRecious Communications1

Profiling partner programmes through thought leadership

YOUR REPUTATION IS PRECIOUS …

Lars VoedischPrincipal Consultant

[email protected]

@larsv

2© 2015 by PRecious Communications

Profiling partner programmesthrough thought leadership

Why?What?How?

3© 2015 by PRecious Communications

THOUGHT

LEADER?

THOUGHT

LEADERSHIP?

• WHAT IS A THOUGHT LEADER TO

YOU?

• WHAT IS THOUGHT LEADRSHIP

TO YOU?

FOOD FOR THOUGHT..

4© 2015 by PRecious Communications

Definition

A thought leader is an individual or firm that prospects, clients, referral sources,

intermediaries and even competitors recognise as one of the foremost authorities in selected areas of specialisation, resulting in its being the go-to individual or organisation

for said expertise.

Russ Alan Prince and Bruce Rogers, authors of Profitable Brilliance

A thought leader is a person who identifies trends, common themes and patterns within a particular industry or functional area

of expertise to help others identify new opportunities or solutions for growth.

Glenn Llopis, thought-leadership, human capital and business strategy consultant

THOUGHT LEADER

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Definition

Thought leadership should be an entry point to a relationship. Thought

leadership should intrigue, challenge, and inspire even

people already familiar with a company.

It should help start a relationship where none exists, and it should enhance existing relationships.

Daniel W. Rasmus, author of Listening to the Future

THOUGHT LEADERSHIP

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How to become a thought leader?

Source: Forbes.com, Dorie Clark

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How to become a thought leader?

1.Start with one thing2.Ride a growing wave3.Expand your empire4.Go where the people are

How could this apply for some of your programmes?

8© 2015 by PRecious Communications

• Why should you identify key differentiators?– Defines your position in the market/industry among

competitors

– Also referred to as Unique Selling Point (USP)• It should be unique, measurable

and defendable

• Answers the question of “Why should I purchase the product/service from you versus other similar alternatives?”

Identifying key differentiators –What’s yours?

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So… What is your Partner Programmes’ USP?

For whom?

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The Challenge of Profiling

• How should you profile you and your partner programmes?

– Get your thought leader hat on and stop profiling programmesand start profiling…

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Personalities

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Personalities

But:• Partner programmes are more than one

person• The people associated with the programme

might change• Our experts might be media shy• Limited availability• Not everyone is like Steve Jobs…

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Nobody wants to talk to an academic

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Nobody wants to talk to an academic

Media wants real life experts

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Finding the right match

• Tone

– Authoritative

– Confident

Brand Matching Challenge:

• Your brand

• Partner Programme Brand

• The Person

Thought Leadership

101

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Finding the right inroads

Angles

– Current Affairs

– Trends

– Research

– Commentary

– Perspective

Must-haves

– Relevance

– Accessibility

– Timeliness

19© 2015 by PRecious Communications

Topics

• Step one – Identify your area of expertise

• Step two – Determine how you will contribute valuable new insights to the topics

• Result – Establishing your thought leadership position via the topics

20© 2015 by PRecious Communications

21© 2015 by PRecious CommunicationsSource: MarketWired

Any questions or

comments?

22© 2015 by PRecious Communications

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