maven Adele Cehrs shares her strategy for effective engagement: it's all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE - a Sudden Point of Interest that Kick-starts Exposure. This is your opportunity to reach people when they are primed to hear your message, and your brand is most relevant to their lives. Based on the author's actual engagements with clients like Yum Brands, Lockheed Martin, DuPont, and more, this practical guide outlines a new, pragmatic approach that will enable you to: * Learn to recognize brand patterns that are driven by audience interests and outside events * Focus your energy, resources, and money when your brand is top-of-mind * Decrease your marketing spend while increasing your bottom-line benefits * Maximize benefits or mitigate damage by anticipating when your company, association, or nonprofit is going to be in the spotlight * Retool traditional word-of-mouth initiatives for optimum results With Adele Cehrs' proven methodology, you can turn a SPIKE into a strategic platform from which to improve results, build respect, and boost your ROI.