Q: How can we create a compendium that appeals to a global audience?
Cover key market shifts in the global industry that would be relevant to competitors across the world as well as key job roles inside organisations
- Interview industry experts and review market reports
- Outline a list of trends that are most likely to affect global players in the industry who are current and potential clients
- Develop some hypothesis of how these market trends will develop and how they may impact these clients
- Shortlist and select different ideas to explore and validate
- Conduct a comprehensive review of competitor materials to ensure there is no duplication
- Interview clients and market experts across the world for their market views, without pre-supposing any conclusions
- In addition, conduct a global survey that offers to benchmark individual managers across their international peers as an incentive to increase response rates
- Combine all the findings from the interviews and survey into a thought provoking compendium
Results: An effective sales tool used globally by the company
> Read testimonialsQ: How do we create thought leadership that interests clients and the media?
Conduct comprehensive due diligence on the selected areas and take a creative approach to developing the topics
- Identify the assigned ‘authors’ for the thought leadership
- Identify the topics that would fit the author profile
- Scan the media for current topical issues being covered that would still be relevant in three to six months
- Brainstorm story angles that would be original and tied to current market developments
- Check with a handful of editors on their level of interest in the shortlisted story angles
- Conduct a comprehensive review of competitor materials to ensure there is no duplication
- Interview the authors, clients and market experts for their market views
- Source for recent research and studies that have findings that will help support the story angle and use them
- Adopt a journalistic style for the editorial
- Include a summary of the key points in point form for quick reviews by reporters and clients
Results: A series of thought leadership that not only positions the authors well but also generated interest from the media through the years
> Read testimonialsQ: How do we leverage our CSR sponsorship for marketing?
Answer
- Commission a journalist to cover the event
- In addition, conduct a survey among the delegates with questions that are related to the company’s line of business
- Produce a report of the event with the release of the survey findings and include articles written by the journalist. Ensure the survey findings are in ready-to-use formats
- Use the results for public relations and marketing
Results: A marketing collateral that helped to build the company’s public image and also to become a conversation starter with new potential clients
> Read testimonials
