Integrated marketing campaign strategies
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19-Oct-2014 -
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Transcript of Integrated marketing campaign strategies
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Building an integrated campaign from the strategy up.+ Bumble Bee Foods+ Geary Interactive+ WD-40 Company
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Introductions
+ Stephane Bardin, Bumble Bee Foods+ Shelley Callahan, Geary Group+ Vanessa Newkirk, Geary Interactive+ Paige Perdue, WD-40 Company
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Lay of the land
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So what’s the hold up?
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Integration from a strategy perspective
Brand
Social media
Website
Offline
POS
Coupons
Paid searchSEO
CRM
Mobile
LBS
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Evolution in planning paradigm
Marketing plans must answer the questions:
+ Where do consumers want to engage with us?
+ Where do we want to engage with them?
+ How can we make it easier to engage with us?
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Strategy development tips
+ Acknowledge the need for integration
+ Think beyond short term campaigns
+ Elevate your tracking/ analytics expectations
+ Hold everyone on your marketing team accountable for integration
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Integration from a media perspective
Branded web properties
Social media
SEO
Mobile
Paid search
Traditional
Display
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Evolution in planning paradigm
Digital media plans must answer these questions:
+ How can we share intelligence between media disciplines?
+ Do all media channels support a uniform message?
+ Can consumers find us when/ where they want?
+ How can we track their behavior to make smarter marketing/ business decisions?
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Challenges
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Tunnel vision
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Solution
Lead strategically, not tactically
+ Bring everyone together during an initial kick off to plan in a strategic and integrated fashion
+ Leverage media disciplinary experts (e.g. social media)
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Fragmented reporting
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Solution
Integrate reporting and assign media channel KPIs
+ Segmented reports do not illustrate the big picture
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Accountability
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Solution
Every discipline affects a marketing ecosystem, so everyone is accountable for output.
+ Attach goals to various departments and make sure everyone is onboard with the integrated marketing plan.
+ I’m on a horse: Do you think the social media and video teams for the Old Spice campaign planned in isolation?
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Scenario planning
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Solution
+ Plan for every iteration of a campaign and don’t sell yourself short.
+ Before you initiate a campaign, take pause to see any gaps that are easily overlooked when you’re knee deep in execution
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Key integration points
+ Paid search and SEO
+ Display and paid search
+ Online and offline
+ Social and paid search
+ Email and social
+ Website + EVERYTHING…
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Tips and tricks
+ Plan strategically
+ Integrate
+ Optimize!
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Bumble Bee Foods and WD-40 Company
Stephane Bardin Paige Perdue
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Q&A
slideshare.net/gearyinteractive