AMC Institute

9 Surprising Tips to Make Your AMC Stand Out

Adele CehrsCEOEpic PR Group

5,000 messages a day =

Brand Narcissism

Is Your AMCCrying Wolf?

$155+billion Spent Annually on Marketing and PR

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• Research shows marketers are getting worse, not better, at directing dollars with a whopping 40% of marketing dollars being wasted each year as cited in Advertising Age (Neff, 2012).

• That means $62 billion is misused on content that is not relevant or producing ROI.

• Is your AMC or clients guilty of this? • Staff Time, Resources, Effort

SPIKEA sudden, point of interest that kick-starts exposure good or bad.

7 Percent Only 7% of all word of mouth comes from social media.

Opportunity3 – 5 SPIKES in one year

ROI is a struggle A study from CMO.com revealed that only 37% of CMO’s are confident that they can provide solid numbers.

It’s because we are saying and measuring too much!

#1 Benefits of Micro-Targeting

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Who Are Your AMC’s Three Main Audiences?

Think about your ideal members OR clients.

• What do they all have in common? List every common trait – age, income, gender, marital status, industry, values, beliefs, lifestyle, hobbies, etc.

• Now, use those commonalities to create a single representation of your ideal member OR client with as much detail as possible.

• Describe this person. The goal is to think like him/her so well that you can speak, write and essentially experience emotions like him/her.

#2 Storytelling Framework

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Pixar Framework

Once upon a time there was ___. Every day ___. One day ___. Because of that___. Because of that___. Until finally ___.

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Finding Nemo 1. Once upon a time there was … a widowed fish, named Marlin, who was extremely protective of his only son, Nemo.

2. Every day … Marlin warned Nemo of the ocean’s dangers and implored him not to swim far away.

3. One day … in an act of defiance, Nemo ignores his father’s warnings and swims into the open water.

4. Because of that … he is captured by a diver and ends up in the fish tank of a dentist in Sydney.

5. Because of that … Marlin sets off on a journey to recover Nemo, enlisting the help of other sea creatures along the way.

6. Until finally … Marlin and Nemo find each other, reunite and learn that love depends on trust.

AMC ExampleGOAL – Your AMC members are seeking to dramatically improve early childhood reading outcomes.

1. Once upon a time there was … an education crisis haunting our schools and communities across North America.

2. Every day … large percentages of our children were not achieving proficiency in vital literacy skills to the point that some in our community even doubted whether they ever could.

3. One day … we developed a simple and shared definition of what children had to know to be ready for school.

4. Because of that … our early childhood centers and parents became better at helping all children enter kindergarten ready to learn

5. Because of that … teachers were free to work more on skill development for each individual child.

6. Until finally … every child, irrespective of ethnic or economic circumstance, became a proficient reader by the end of third grade.

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Basic Storytelling Framework

Did you know?Did you know?Imagine if…You don’t have to imagine because.

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Basic Storytelling Framework

Did you know…that only 9% of social media staff has a PR background according to a study by PR Week?

Did you know…most CEO’s think they will experience some type of PR crisis this year related to social media?

Imagine if…you could train your staff and get them crisis ready when a big issue hits your AMC clients…

You don’t have to imagine because that’s what Epic PR Group can do for your AMC.

#3 Groundhog Day Your AMC’s Messages

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Repeat, repeat, repeat…

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Groundhog Day Your Messages

1. Complicated sentence structure;

2. Too many messages;

3. The messages use words people would never say in a conversation; and

4. Rarely is the spokesperson delivering the message taken into consideration.

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Groundhog Day Your Messages

1. Get the people who wrote the messages to test them on camera

2. Do a focus group or a man on the street interview

3. Tailor the message slightly for each spokesperson to ensure their cadence of speech, word choice and style is taken into consideration.

4. Choosing your messages is the art of sacrifice.

#4 Who is Your AMC’s COO?

Who is your Chief Oprah Officer?

Oprah’s Evaluation of Her “Favorite Things”

• Message: Possess an articulate message that cuts through the clutter;

• Audience: Having a woman-owned business;

• Timing: Being on the cusp of a new trend;

• Channel: Visually interesting for television; and

• Human: Serving a good cause.

In short, having a compelling story that would speak to Oprah’s demographic.

What’s your AMC’s process?

#5 Pitch the CMO Like the CFO

Attention is NOT an infinite resource…

#6 WHEN are you truly relevant?

3 PsPredict. Plan. Proactive.

CVS’ Bold Move

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ASHAUnderstand Where and WHEN Your Audience WANTS to Receive Information.

Autism Awareness Month

Newtown.American Association of Pediatrics – Response to gun violence.

Brand Patience, Why You Need Some

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NACSResponding to a disaster - NACS Hurricane Assistance

PBS moment.

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#7 Keep in mind WIIFM, not what’s of interest to your AMC.

Sometimes they are very different.

#8 Understand what your board, members and clients are good at and throw them a curve ball.

Challenge them. How well do they deal?

#9 CASE Method(copy and steal everything)

Meet them where they are.#EpicBuzz

#Epicbuzz

Thank you.

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