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Before the Purchase: Earned Awareness and Reputation
Workshop
Sunday, October 16, 2011 3:00 p.m. - 4:15 p.m.
Location: Mediterranean Salon 8
Kye Strance, director, product management, Vocus
Regardless of industry, product or service, a potential buyer’s first stop for information is online. We turn to Google, social networks, blogs and news, seeking write-ups, recommendations, references, opinions and validation, long before we buy. If a business is not part of the conversation already, they may well have missed their chance. To be successful, companies must earn awareness, consideration, their reputation and new customers, long before the purchase.
- Discover why public relations has a bigger role in the buying process.
- Discuss the importance of reaching buyers directly, along with bloggers and journalists.
- Examine how the relationship before the sale creates not just customers, but evangelists.
Kye Strance is the director of product management at Vocus, where he is responsible for the overall product strategy and roadmap of Vocus’ on-demand public relations software. Additionally, he heads the company’s industry research, providing both analysis of the competitive landscape and identification of strategic opportunities for the company. He often moderates Vocus’ monthly webinar series on the latest industry trends, and has appeared in leading industry publications, including PRWeek and eContent Magazine.