@peterlamotte

#AMPMDC

SalesMarketing

Advertising

Comms

@peterlamotte

RELEVANT BACKGROUND

#AMPMDC

WhyDoesThis Matter?

@peterlamotte

#AMPMDC

BRANDS ONCE CONTROLLEDTHE MESSAGE

@peterlamotte

THAT IS NO LONGER POSSIBLE

@peterlamotte

THEY SIMPLY ARE NO LONGER IN CONTROL

@peterlamotte

YESTERDAY

It is all about INFLUENCE in DC@peterlamotte

#AMPMDC

THAT TOO HAS CHANGED@peterlamotte

#AMPMDC

TODAY

Ok, but what does this have to do with

@peterlamotte

Integrated Communications?

#AMPMDC

Integrated Communications

is easy, right?

#AMPMDC

NOT SO MUCH

It is all aboutTelling a Story

Integrated Communications?

What do you consider to be

@peterlamotte

#AMPMDC

Market Research

Advertising

Sales Promotion

PR / Communications

Digital Marketing

Integrated Communications

@peterlamotte

#AMPMDC

Market Research

Advertising

Sales Promotion

PR / Communications

Digital Marketing

Market Research

• Most Important Place to Start• Understand Motivators• Understand the Stakeholders• Never Rely on the Client• Set Your Benchmarks

@peterlamotte

#AMPMDC

Market Research

Advertising

Sales Promotion

PR / Communications

Digital Marketing

Advertising

• Know Your Channels• Don’t Limit Your Channels• TV• Online• Print and Radio

@peterlamotte

#AMPMDC

Market Research

Advertising

Sales Promotion

PR / Communications

Digital Marketing

Sales Promotion

• Field Teams• Stores / Kiosks / Telesales• Loyalty Programs

@peterlamotte

#AMPMDC

Market Research

Advertising

Sales Promotion

PR / Communications

Digital Marketing

PR & Communications

• Influencer Engagement• Media Relations• Event Marketing

@peterlamotte

#AMPMDC

Market Research

Advertising

Sales Promotion

PR / Communications

Digital Marketing

Digital Marketing• Social• Web• Email (Also Direct Marketing)• SEO

@peterlamotte

#AMPMDC

Market Research

Advertising

Sales Promotion

PR / Communications

Digital Marketing

Other

• Direct Response – Old School Mail• Grassroots Field Work• That New Things

@peterlamotte

#AMPMDC

Measure EarlyMeasure Often

@peterlamotte

#AMPMDC

LISTEN AND ADAPT@peterlamotte

#AMPMDC

So What Makes

So Difficult?

Integrated Communications

@peterlamotte

#AMPMDC

CLIENTS

WITH AGENDAS@peterlamotte

#AMPMDC

OFNON-INTEGRATION

@peterlamotte

#AMPMDC

HOW CAN YOU WIN THE FIGHT

@peterlamotte

#AMPMDC

Use Data, Use it Often

@peterlamotte

#AMPMDC

EXAMPLE

January 2011

@PETERLAMOTTE

@PETERLAMOTTE

@PETERLAMOTTE

@PETERLAMOTTE

@peterlamotte

@peterlamotte

#AMPMDC

@peterlamotte

#AMPMDC

@peterlamotte

#AMPMDC

@peterlamotte

plamotte@levick.com