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Your Air Cover In the Battle For T
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Transcript of Your Air Cover In the Battle For T
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TOPAZ PARTNERSStrategic Communications
Your Air Cover In the Battle For
T&E Reporting Market Share ……And Mind Share
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Strategic communications — a new approach to public relations and marketing communications
Topaz Partners — a new breed of public relations firm, focused on strategic communications with a business development mindset
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Extends beyond roots in traditional media relations, marketing communications
• Beyond “dial & smile” — knowledge-based relationship-building
• Beyond press releases – e-newsreleases, web-based press kit, media e-newsletters, website newsroom
• Beyond ed-opp calendars – creating opportunities• Beyond road-shows – online meetings, demos, email
outreach• Beyond data sheets and brochures – website
development
What is Strategic Communications?
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Focused on influencing influencers who help build mind share and establish your reputation with target audiences– Customers– Investors– Partners
What is Strategic Communications?
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What is Strategic Communications?
Multi-faceted integrated communications– Industry analyst relations– Financial communications– Executive communications– Crisis communications– Communications-driven management consulting
…online and offline
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Topaz Partners
Specialists in strategic business communications
Senior team of tech industry professionals
Experience in communications and management
Background across full range of communications disciplines
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Track Record of Success
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The Battleground—Challenges
– Microsoft’s plan to add MS T&E icon to Windows– Bill Hewlett’s crusade to undermine last year’s proposed
merger with HP’s Bogus Business Software Division– Fallout from Enron’s involvement in beta customer
program
– Increasing competition/consolidation in T&E Reporting space
– Vaporware issue– Lack of referenceable customers and any visibility with
influencers
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The Battleground—Opportunities
– Unique approach to T&E Reporting– Upcoming product release– Evolving line-up of beta customers– Background, perspective of management team– Increased focus on T&E as strategic capability—
greater emphasis on accounting principles– Opportunity to fill void as driving force in T&E
Reporting
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Your Marketing Arsenal Special Forces
E-newslettersSearch-engine optimizationRelationship marketing Conferences, seminars, road shows
Air Cover Strategic Communications — activities aimed at…
Setting the backdropRaising visibilityDeveloping your reputationBuilding the buzz and the bandwagon by influencing the
influencers of your target audience
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Strategic Communications Targets: The Influencers -- MediaBusiness Media
–CFO/CIO–Business Week–BBJ—Phil Sweeney
Trade Media–Finance Technology–Computerworld–InformationWeek
Vertical Media–Sales and Marketing Management—Christine Galea–Lawyers Weekly USA–Consulting Magazine
Online Media–CNet–MSNBC–CNN Interactive–Slashdot.org
Newsletters–Managing T&E—Andy Dzamba–Financial Executives News—Timothy Harris
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Strategic Communications Targets: The Influencers
Industry AnalystsEric Schmitt, ForresterThomas Topolinski, Gartner ResearchLaurie Balch, Gartner ResearchAndrew Ware, IDC
ConsultantsBain, EDS, Perot
Other Buzz-Builders – partners, other vendors, pundits
Bob Metcalf, Steve Alsop, Esther Dyson, Jeff Tarter
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Strategic Communications – Battle Plan
Messaging/Mapping• Identify key influencers• Focus your message• Message intranet, online media training
Analyst Outreach/Relationship-Building• Introduction/pre-launch analyst meetings
– Seek counsel on marketing/business development strategies
• Track reports/coverage, identify T&E experts• Build database of analyst media references• Launch analyst e-newsletter
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Media Outreach/Relationship-Building• Face-to-face meetings• Editorial board meetings• “Trackable” e-releases• “Spurious as expert reference” — offer perspective,
insight• E-newsroom
Visibility-Building — Editorial Opportunities• Viewpoint pieces, case studies• Management profiles, customer profiles, features• Spurious-generated trend stories
Strategic Communications — Battle Plan
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Visibility-Building — News releases, e-releases• New products, upgrades• Customer wins• Management, partnership announcements
Visibility-Building — Networking, Speaking Opps• Agenda• PC Forum• Business Week Executive Summit
Integrate with Other Marketing Initiatives
Strategic Communications – Battle Plan
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Your OptionsFocus on the Special Forces
• Lack of effective backdrop makes the battle more difficult — and success more of a challenge
Launch Advertising Air Cover• Expensive and of questionable validity
Launch a Balanced Battle Plan• Build the buzz that will make all other marketing
initiatives more successful• Generate credible, 3rd-party validation• Achieve cost-effective audience coverage
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How Cost Effective?Strategic Communications Budget
Messaging/Mapping $ 7,000
Analyst Outreach $30,000
Media Outreach $50,000
Visibility Building $40,000
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Why Invest In Strategic Communications?
“The value of a business increasingly lurks not in physical and financial assets that are on the balance sheet, but in intangibles.”
The Economist
“If you’re not managing your corporate reputation, you’re wasting a global corporate asset.”
CEO
“A reputation is an incredible asset, one you can’t appreciate until you lose it. And when you do, every aspect of business gets harder and more costly.”
CEO
“If you lose dollars for the firm by bad decisions, I will be understanding. If you lose reputation for the firm, I will be ruthless.”
Warren Buffet
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Why Invest In Strategic Communications?
PR ranked as one of top three priorities in meeting sales and marketing objectives.
American Advertising Federation
96% of CEOs believe reputation is important to their companies
77% believe good reputation helps sell products and services
61% believe good reputation helps attract employees
53% believe good reputation increases credibility in times of crisis
CEO Magazine Poll
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Next Steps —Launching Your Strategic Communications Campaign
Take stock of the battleground — the enemy, your weakness, your strengths
Lay out the battle plan
Attack the marketplace with overwhelming force
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Spurious Software and Topaz Partners
In the battle for T&E Reporting market share and mind share …
Strategic communications is your air cover…
and Topaz Partners has the fire power