Breakfast Meeting - 08:00am to 10:30am
Becoming a thought leader
Over half of companies believe that thought leadership should be their main marketing priority, after the building of new business. This is especially true in the Business-to-Business sector where traditional advertising formats can be wasteful and ineffective.
Thought leadership can be highly effective at positioning an organisation as providing better quality goods and services than its competitors. In addition, thought leaders are seen as being more community minded: this strengthens the employer brand and the corporate brand, as well as enhancing the reputation of senior executives and Board members.
Thought leadership is not easy to achieve. However, good planning, an imaginative approach and scrupulous attention to quality can deliver the excellence of content necessary to create positive differentiation for your organisation.
Some issues that will be debated during the breakfast include:
- Why become a thought leader?
- What are the differences between brand leaders and thought leaders?
- How can you create content that sets your organisation apart?
- How can you share your content most effectively?
- Is it possible to measure ROI
- Chief Executive Officer/Chief Operating Officer/MD
- Chief Innovation Officer/Chief Knowledge Officer
- Chief Marketing Officer/Marketing Director
- Internal Comms/PR
- Sales Director/Customer Experience Director
Medium and large commercial enterprises
Achieving thought leadership
As customers become more empowered by the information they find online, it gets harder for organisations to differentiate themselves simply through stating features and benefits. Thought leaders can provide consumers, who are often suffering from information overload, with the analysis they need to navigate through the confusion of choice - to their solutions.
Thought leaders are able to provide emotional as well as rational reasons for adopting their solutions. Their information can be delivered using the perspective of the customer, who will be shown options and opportunities they may not have realised were there. And purchases can be de-risked by defining them credibly as investments rather than purchases.
Hosted by Jeremy Swinfen-Green, head of Consulting and Training at Lyonsdown. Jeremy has worked as a consultant specialising in digital business strategy for over 20 years. For much of that time he has worked with his clients on digital marketing programmes including advertising, direct response, search, social media and content marketing.
This breakfast meeting is brought to you by Business Reporter and is only for senior decision makers. Registrations of junior professionals, consultants, solution providers or other sellers to this market won’t be accepted. For any enquiries, please contact Lace on 020 8349 6458 or email Lace.firstname.lastname@example.org.
This breakfast briefing is free of charge to attend, however if you cancel your attendance less than two weeks prior to the briefing, you will have to provide a replacement of equal seniority otherwise you will be a subject of £150 cancellation fee.