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PR Congress 2011 | Plenary 3 - To Buy is to Trust

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The last session for Day 01 of the 18th National PR Congress last 22 to 23 September 2011 presented strategies and programs in which brands are able to gain the trust and confidence of their target markets. Businesses have long realized the role of trust in building their brands – whether at the larger level of corporate brand-building or zooming into efforts to increase brand equity for products and services. Earning trust however has become more difficult for brands given the changing landscape in which brand-builders and target audiences are in. Topic Presenter and Moderator: Ms Susan Dimacali, President, DIMSU Consulting Topic Discussants: Ms. Linda Atayde Executive Director SM Foundation Ms. Sharina Domingo Chief Communications Officer Filminera Resources Mr. Paul Richards President & General Manager Mead Johnson Nutrition (Philippines), Inc.

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The Role of Trust in Brand Building Susan Dimacali
PR Congress 2011 | Plenary 3 - To Buy is to Trust
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PR Congress 2011 | Plenary 3 - To Buy is to Trust
PR Congress 2011 | Plenary 3 - To Buy is to Trust
PR Congress 2011 | Plenary 3 - To Buy is to Trust
How do you build brand trust in today’s environment?
1. Know your consumer Insight What you will How you will say What you will say show it Impactful, compelling sale
1. Know your consumer
1. Know your consumer
1. Know your consumer
1. Know your consumer
2. Be honest Honesty What the What you can consumer Who you are deliver experience might be Spectacular business results
2. Be honest
2. Be honest
3. Keep your promises The bigger you are…
3. Keep your promises The harder you fall
3. Keep your promises
4. Keep up the dialogue Dialogue Communicate in all relevant Define consumer interactions media
Friends/Family 70% Online Product 45% reviews Discussion forums 20% Television 17% Product websites 15% News sources 12% 4. Keep up the dialogue 8% Influential bloggers 7% Social media sites 7% Unknown peers OMD
4. Keep up the dialogue Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g., newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Radio 55% Billboards/Outdoor advertising 55% Emails signed up for 54% Ads before movies 52% Search engine results ads 41% Online video ads 37% Online banner ads 33% Text ads on mobile phones 24% Nielsen Wire
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth Authenticity Netizens are suspicious Never, ever fake it
6. Be consistent
7. Walk the talk Brand promise Employees Management Shareholders Suppliers Brand ambassadors
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk Mistake Forgiveness Stay Own up Clean up transparent Brand survival
8. Virtual connections enhance, but do not replace physical interactions
8. Virtual connections enhance, but do not replace physical interactions
8. Virtual connections enhance, but do not replace physical interactions
9. Building trust does not have to be boring
Building trust does not have to be boring
World’s best global brand
Coca-Cola Living Billboard AVP
Coca-Cola Happiness Truck Video
Thank you Susan Dimacali

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PR Congress 2011 | Plenary 3 - To Buy is to Trust