Michael Hinshaw, MCorp Consulting
Michael Hinshaw is Managing Director of MCorp Consulting, a customer experience management consulting firm in Northern California. The firm, which developed a Touchpoint Mapping ™ methodology that measures company brand reach within a particular marketplace, retained Get The Word Out Communications to achieve broader recognition as an industry thought leader to influence client prospects while establishing credibility in advance of publishing a book.
Get The Word Out helped MCorp Consulting develop a thought leadership marketing program driven by publishing and public speaking. The process began with an initial marketing strategy assessment, evaluating MCorp’s overall reach and influence within its target market, including the degree of overall industry influence for the company and Michael Hinshaw.
The results of the initial research showed that MCorp Consulting needed to establish a foundation as a thought leader, focusing on boosting its visibility and credibility with the customer experience management sector. The initial focus was positioning company founder Michael Hinshaw as a rising voice in the field of customer experience management, while assisting MCorp in molding and articulating its ideas within industry forums.
Get The Word Out determined that MCorp needed to claim thought leadership around Touchpoint Mapping, especially as several competitors were freely using the concept in their own marketing. A core strategy was implemented to develop, pitch and publish several ideas around MCorp’s methodology and insights in key business and trade publications.
An essential component of Get The Word Out’s strategy included positioning MCorp to present at industry conferences to establish expertise and position the company as a rising voice in the growing field of customer experience management.
Get The Word Out assisted MCorp in conceiving of an author reputation platform strategy to strengthen its credentials and bargaining position in advance of approaching book publishers. Later, once several articles had been secured, Get The Word Out introduced MCorp to a publisher in the Bay Area.
Over a period of six months, Get The Word Out assisted MCorp in establishing a foundation as a customer experience management thought leader. We helped Michael Hinshaw publish five articles in top targeted industry publications, including:
• North Bay Business Journal • American Management Association’s Leader’s Edge • Brandchannel.com • 1to1 Media • Quirks • Loyalty Magazine • Customer Service Manager
Moreover, Get The Word Out secured two speaking opportunities for Michael Hinshaw at SAP’s CRM 2011 in Orlando, Florida and Customer Engagement Summit 2011 in Bangkok, Thailand, establishing MCorp’s credentials as a rising voice and influencer in customer experience management.