The Integrated Marketing Waltz

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Learn how brands can dance with their customers to build stronger relationships by doing the integrated marketing waltz. Emily Griebel, Director of Integrated Marketing, at McKee Wallwork & Company (a strategic marketing firm that revitalizes stalled, stuck and stale brands) will show you:
- The four steps associated with creating a seamless customer experience
- How integrated marketing communications are all about timing
- The DOs and DON'Ts of successful integration

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The Integrated Marketing Waltz

  1. 1. ABOUT MEEmily H. GriebelDirector of Integrated MarketingMcKee Wallwork & Company@MWCemily | egriebel@mwcmail.comwww.StalledStuckorStale.comThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  2. 2. ACTIVE PARTICIPATION#integratedb2b@BrightTALK | @MWCemilyQuestions during/answers at endCheck out AttachmentsLet’s stay in touch!The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  3. 3. If your marketing program were a dance,how would you describe your skill level?A.  We’d definitely win the professional ballroomdance competitionB.  We have rhythm, but could use some help withchoreographyC.  We are constantly tripping up and stepping onour customers’ toesThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  4. 4. WHAT IS INTEGRATED MARKETING?  Seamless customer experience  Throughout life cycle  Across entire organizationThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  5. 5. IT’S POSSIBLE, BUT NOT EASY  Consistency  Continuity  Perseverance  PatienceThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  6. 6. IT’S POSSIBLE, BUT NOT EASY  Consistency (harmony between parts)  Continuity  Perseverance  PatienceThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  7. 7. IT’S POSSIBLE, BUT NOT EASY  Consistency (harmony between parts)  Continuity (staying the same over time)  Perseverance  PatienceThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  8. 8. IT’S POSSIBLE, BUT NOT EASY  Consistency (harmony between parts)  Continuity (staying the same over time)  Perseverance (steady over a longperiod despite difficulties)  PatienceThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  9. 9. IT’S POSSIBLE, BUT NOT EASY  Consistency (harmony between parts)  Continuity (staying the same over time)  Perseverance (steady over a longperiod despite difficulties)  Patience (persist despite complexities)The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  10. 10. In  Sync  The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  11. 11. THE WALTZ  Elegant ballroom dance  Triple time  Two participants  Close proximity  Glide, float across floor  Pleasing to the eye  Almost hypnotic  Conveys romanceThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  12. 12. The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  13. 13. MASTERS OF THE WALTZB2B BRANDSLead & follow customers with utmost fluidityThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)Lead  &  follow  customers  with  utmost  fluidity.  
  14. 14. MASTERS OF THE WALTZB2C BRANDSLead & follow consumers with utmost fluidity.The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  15. 15. ART OF DANCE :ART OF MARKETINGThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  16. 16. HOW TO IMPLEMENT1.  Appreciate, Watch & Learn2.  Know Your Partner & Create a Routine3.  Visualize & Practice4.  Get Dressed, Perform & ImproveThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  17. 17. 1. APPRECIATE, WATCH & LEARN  Acknowledge skill involved  Set realistic expectations  Take note of top performers  Craft & hone your skills  Study & educate yourself  Learn proper way to dance  See sustained successThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  18. 18. 2. KNOW YOUR PARTNER &CREATE A ROUTINE  Genuine & dynamic interaction  First, an amicable relationship– Impossible to perform well with a stranger  Intimately know your customer  Choreograph the right routine– Matches your style & theirs– Not too advanced or rudimentaryThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  19. 19. 3. VISUALIZE & PRACTICE  Map out routine & walk through it  Practice, practice, practice  Refine & polish your movesThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  20. 20. 3. VISUALIZE & PRACTICECONT.  Rehearse– Rollout on a smaller stage  Ask partner what moves she prefers  Try new things  Evaluate performance  Make adjustments– Before hitting big stageThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  21. 21. 4. GET DRESSED, PERFORM & IMPROVE  Get comfortable with yourself,partner & routine  Don best attire  Gain confidence with eachperformance  Best foot forward – go for it!The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  22. 22. 4. GET DRESSED, PERFORM & IMPROVECONT.  Missteps will occur– Handle with grace & humility  Some moves may be too difficult  Take them out or develop new moves  Keep practicing/rehearsing  Continue performingThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  23. 23. The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  24. 24. SUMMARY1.  Prepare2.  Perform3.  RespondThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  25. 25. INTEGRATION AUDITDetermine how seamless the customerexperience is with your brand.  Simple  Confidential  Quick  ActionableMcKeeWallwork.com/integration-auditThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
  26. 26. Q & AEmily H. GriebelDirector of Integrated MarketingMcKee Wallwork & Company@MWCemily | egriebel@mwcmail.comThe Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

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