Best Practices for Managing Intergrated Campaigns
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Transcript of Best Practices for Managing Intergrated Campaigns
Best Practices for Managing Integrated Campaigns
Lisel CherryCME Group
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The importance of integration
It’s Simple
Everyone knows how busy we all are. Continuity and integration is critical to ensuring that your message is going to be heard and understood.
Not doing so creates customer confusion or even worse, lack of awareness.
With the number of marketing messages we all see on a daily basis, consistent, singular messages communicated in an eye catching yet smart way is critical.
Best Practices
• One Project Lead managing the overall plan and messaging
• One Creative Brief and Objective
• Identify your target audience and understand what they want/need to know
• If working with outside agencies, try and use one
• Campaign Kick-off with full team
• Communicate comprehensive results
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Integrated Campaign Examples
Example #1Euro-denominated E-mini S&P
Objective: Expand the global customer base while generating awareness of the product with a goal of increasing volume to 5,000 in 6 months.
Campaign Theme: Introducing a game changing new contract.
Components:- Custom football direct mail- Teaser e-mail (sent prior to the direct mail)- Web landing page- Sell Sheet- Banner ads
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Example #1Euro-denominated E-mini S&P
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Teaser e-mail
Direct Mail
Web Landing Page
Collateral
Example #1Euro-denominated E-mini S&P
Success Metrics:
- Didn’t hit the projected goal due to market conditions, but did hit a good volume mark for a new product (ADV = 158)
- Direct mail hit 100 key targets and customer’s called us to thank us!
- Over half of the 100 targets clicked through the teaser email and signed up for our online subscriptions
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Example #2E-micro Forex Campaign
Objective: Generate awareness among active individual traders in the new product suite.
Campaign Theme: Micro-sized Forex futures, BIG opportunities.
Components:- Collateral – Sell sheet, signage, rack card- Online advertising- E-mail that linked to online video- Conference participation through moderated panel- Translated collateral and signage
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Example #2E-micro Forex Campaign
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Online Advertising
Collateral
Signage
Web Landing Page
Example #2E-micro Forex Campaign
Success Metrics:
- Leads collected – 739 (up 141% from 2008)
- Cost per lead - $111.14 (down 72% from 2008)
- Web site metrics:- 6th top ranked product page during the time period- Over 8,000 unique visitors- Over 10,000 page views
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In Summary
• Integrated campaigns are not rocket science, but take consistency and discipline. Stay the course.
• Focus on the audience and the message that you want them to understand. This should not change much from vehicle to vehicle.
• Consistence includes creative. There should be only one look and feel for a campaign that stems from the overall corporate brand.
• Communicating results is necessary to maintaining/growing your budget.