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Integrated Marketing - Susan Prater, Masco Cabinetry

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Integrated Marketing …

Integrated Marketing

Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.

* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)

Published in: Education

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  • Urgent Need for IntMkt
  • At Hanson, being accountable is a key principle – this means we design with measurement in mind, and work to understand what yardsticks are needed to measure success(refer to other sessions of the day)Our push is to integrate data across the enterprise, beyond marketing and sales, even into customer support and product research/developmentIt’s about MORE ACTIONABLE insight, not necessarily MORE DATA or MORE MEASUREMENTToday I’m just going to TOUCH ON SOME PRIMARY tools that we employ and consider that help us understand web site and marketing effectiveness, competitor actions, and how customers and consumers perceive us, as measured in social spaces.
  • Car AnalogyUnder hood –most don’t know what all the components DO, no less what they’re called.To drive car effectively, don’t need to know under the hood stuff. You have a set of KPI’s on the dashboard!Car gauges are important – need to monitor closely.Alarming gauges cause you to ACT. This puts the K in KPI – performance indicators that elicit ACTION.Fuel Gauge on E means find a gas station.
  • Use over and over to optimize your website to meet your business goals.
  • Same Brand PromiseFantastic promise during a lovely tv spot then website crashesDirect Mail has one look feel while it drives traffic to a landing page with totally different look/feel/message or POP is different
  • Bank that had cast itself as “the listening bank”.At the branch or on the phone, they wouldn’t listen at allWhere’s the brand value in that?
  • Microsite with story sharing
  • Blogs
  • Transcript

    • 1. Online Marketing Summit
      ORLANDO| AUGUST 3, 2010
      Integrated Marketing
      Susan Prater
      Director Marketing
      Masco Cabinetry
      [@SusanPrater]
      1
    • 2. What is Integrated Marketing?
      2
    • 3.
      • A holistic approach to marketing communication
      • 4. Aims to ensure consistency of message and the complementary use of media
      • 5. Uses online and offline marketing channels:
      • 6. Online: search engine optimization (SEO), pay-per-click, affiliate, email, display, blog, webinars, micro-blogging, RSS, podcast, Internet Radio and Internet TV.
      • 7. Offline: traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television
      3
      Definition
    • 8.
      • …even though campaigns are winning all the accolades and press attention
      • 9. Campaign awards are typically given out by category (PR, direct, radio, etc.)
      4
      It’s more than just for campaigns…
    • 10.
      • Urgent need as customers are changing
      • 11. Uses multiple touchpoints
      • 12. Forrester says:
      • 13. 82% of U.S. online consumers are satisfied with buying experiences that began and ended in a store
      • 14. But only 61% are happy when their research started online and ended with a store purchase.
      (March 15, 2010 Press Release)
      5
      Think Integrated Marketing Communications!
    • 15. Real empowerment impacting buying > Rule of 70’s
      • 70% of Americans consult the Internet before making purchases
      • 16. 70% of bloggers discuss products and brands they use
      • 17. Social Media the most trusted form of advertising > 70%
      • 18. TV 62% / Newspaper 61% / Magazines 59%
      (2010 WOMFire)
      6
      New Customer Paradigm
    • 19. Three Words:
      Integrated
      Marketing
      Communications!
      7
      What’s a Brand to Do?
    • 20. Starts with the Customer
      Emphasizes Customer Processes
      Transcends Campaigns
      Requires Interaction and Dialog
      Is a Fusion of Sales, Marketing, and Service
      8
      5 Fundamentals
    • 21.
      • Integrated Marketing Communications = Multi Channel Marketing
      • 22. Consistent message and content across channels
      • 23. Different channels should play different roles
      • 24. Don’t think from your organization’s view. It’s not about you!
      • 25. Put the customer at the center of your strategy
      9
      Fundamental 1: Who’s Driving the Bus?
    • 26.
      • Customers expect a seamless handoff between channels
      • 27. Stop thinking about just coordinating creative with others in marketing
      • 28. Startthinking about how each channel and touchpoint helps the consumer achieve his/her goal
      • 29. Otherwise lost opportunities and damage to the brand thru dead ends and unnecessary frustrations
      10
      Fundamental 2: Think Big Picture – It’s Still Not About You!
    • 30.
      • Stop thinking in terms of campaigns and launches
      • 31. Think in terms of programs
      • 32. It’s too easy to optimize based on a campaign or launch, in turn hurting the larger picture
      • 33. Success metrics should focus on engagement, value and profitability
      11
      Fundamental 3: More than a Campaign
    • 34.
      • Think from the customer’s perspective
      Today’s customer is expecting:
      • Two way conversations
      • 35. Responsiveness to their behaviors no matter where they are
      12
      Fundamental 4: Requires Interaction and Dialogue
    • 36.
      • Integrated Marketing doesn’t stop at the organizational boundaries
      • 37. What has a bigger impact on a customer’s perspective of a company and/or brand:
      • 38. Marketing campaigns
      • 39. Individual interactions
      And yes, Marketing is responsible for how the company and/or brand is perceived!
      13
      Fundamental 5: Fusion of Sales, Marketing and Service
    • 40.
      • Integrated marketing communications is customer-focused marketing
      • 41. Customer focused marketing requires…
      • 42. relevant communications
      • 43. relevant interactions
      • 44. relevant content…
      …regardless of the channel and customer interaction point.
      14
      Key Takeaways
    • 45. So How Do I Know if it’s Working?
      15
    • 46. 16
      Lots of Customer Touchpoints
    • 47. 17
      Integrated Analytics
      More
      Actionable
      Insight
    • 48. 18
      Web Analytics
      • “Web analytics" auto translates into people's minds as "counting hits"
      • 49. People would rather pull off a finger nail than learn how to leverage their website data
      • 50. This is very sad because….
      Web Analytics is like Angelina Jolie: It's sexy,
      it kicks butt, and is a goodwill ambassador!!
    • 51. 8/3/2010
      19
      Why Use Web Analytics?
      Your answer may vary depending on your organizational role
      In it’s barest form, the answer is one of the following:
      To optimize your website
      To optimize the marketing for your website
      To illustrate the ROI of campaigns and initiatives
      What it comes down to is this:
      Convincing more of the right people to come to your website and then helping them to complete the task that generates the greatest success!
    • 52. 8/3/2010
      20
      Identify and Measure Your KPI’s
    • 53. 8/3/2010
      21
      Identify and Measure Your KPI’s
      • So how do you define KPI’s?
      Define your company, business unit and/or campaign goals
      List any success events that help you track these goals
      Identify the kinds of numbers that help you measure how you are doing on these goals
    • 54. 8/3/2010
      22
      Identify and Measure Your KPI’s
      When defining your organization’s KPIs, ask yourself this:
      If we knew that [KPI] was consistently rising/falling over the last week/month, we would [ACTION].
      Remember:
      • The best KPIs are actionable
      • 55. They allow you to make strategic decisions before they are needed
      • 56. They help you act quickly when it is most important
    • 23
      The Process of Web Analytics
    • 57. So What Do I Do Next?
      24
    • 58.
      • Change takes time
      • 59. Need to demonstrate results to gain top-down support for integrated marketing
      • 60. Don’t “eat the elephant”….
      …take it “one bite” at a time.
      25
      Crawl, Walk, Run
    • 61.
      • Create web analytics dashboards with actionable KPI’s
      • 62. Ongoing optimizing and innovating to improve results
      26
      Crawl
    • 63.
      • Ensure all of your marketing campaign channels elicits the same brand promise
      • 64. Being with the endpoint in mind for your campaign
      • 65. Select channels based upon your customer preferences
      • 66. Ensure all of your marketing campaign touchpoints are measurable
      • 67. Consider Vanity URL’s as appropriate
      • 68. Establish KPIs, measure, report and optimize!
      27
      Walk
    • 69.
      • Integrated Marketing Communication
      • 70. Engage Sales and Customer Service to have brand consistency in all communication touchpoints with customers
      • 71. Establish KPIs, measure, report and optimize!
      28
      Run
    • 72. Let’s Get to the Good Stuff
      29
    • 73. 30
      Kodak ScanMate i1120 Scanner
    • 74. Objectives
      1. Establish Kodak as a leader in the
      scanner market
      2. Educate targeted prospects on the new
      Kodak ScanMate i1120 Scanner
      3. Generate demand for ScanMate in the
      small to medium business personal
      workgroup segment
      31
      Kodak ScanMate i1120 Scanner
    • 75. Strategies
      Develop a multi touch integrated online and offline campaign, including prelaunch, launch and post launch
      Test offers to determine which would resonate with the target audience
      Develop compelling personalized creative messaging to speak to pain points of key target verticals
      Leverage a wide range of communications to generate buzz, create awareness, educate and drive purchase behavior (direct mail, sell sheets, email, PURLs, and landing pages)
      32
      Kodak ScanMate i1120 Scanner
    • 76. 33
      Kodak ScanMate i1120 Scanner
      Results: Integrated approach integrating traditional direct mail with e-communications achieved a 300% increase in response when compared to the traditional
      direct marketing execution alone: 3.2% response (online + offline) vs. 1.4% (email only) vs. 0.9% (DM only).
    • 77. Objective
      • Drive awareness, purchase intent and sales for Refresh paint
      - Odor eliminating paint with Arm & Hammer
      34
      Dutch Boy Paint - Refresh
    • 78. 35
      Dutch Boy Paints - Refresh
    • 79. Strategies
      • Target painting and decorating enthusiasts
      • 80. Create conversations around both product benefits and promotions
      • 81. Promote the product – Dutch Boy Refresh paint
      • 82. Promote the contest – My House Stinks
      36
      Dutch Boy Paint - Refresh
    • 83. 37
      Dutch Boy Paint - Refresh
    • 84. 38
      Dutch Boy Paint - Refresh
    • 85. 39
      Dutch Boy Paints - Refresh
    • 86. Results
      Thousands of blog posts, comments, videos, and more across the web
      Generated over 3 million impressions with positive quality
      Dutch Boy sales positive vs. 2008 plus excellent retailer sell-in
      40
      Dutch Boy Paints - Refresh
    • 87. 41
      Merillat Cabinets
    • 88. Objective:
      • Promote Merillat’s fun + function personality to drive sales
      42
      Merillat Cabinets
    • 89. Strategies:
      • Strong TV and interactive campaign featuring well-known celebrity chef Curtis Stone
      • 90. National public relations campaign
      • 91. Events and promotions with well-know home improvement expert Danny Lipford
      • 92. Web and Social media integration
      • 93. Dealer extension and engagement
      43
      Merillat Cabinets
    • 94. 44
      Merillat Cabinets
    • 95. 45
      Merillat Cabinets
    • 96. 46
      Merillat Cabinets
    • 97. 47
      Merillat Cabinets
    • 98. 48
      Nike
    • 99.
      • Traditional (billboard, magazine, tv)
      • 100. Sponsoring Sporting Events (Super Bowl)
      • 101. Sponsoring Athletes/Notables (Michael Jordan, Garret Reynolds)
      • 102. Search Marketing
      • 103. Social Engagement
      • 104. Online Initiatives
      • 105. Music Videos
      • 106. Customize Nike shoes
      KTA: No matter the touchpoint, use Nike products and you will increase your performance regardless of what sport you are involved in.
      49
      Nike – Integrated Market Communication
    • 107.
      • Who’s driving the bus? Put the customer at the center of your strategy
      • 108. Ensure all of your marketing campaign channels elicits the same brand promise
      • 109. Talk with one voice as a company, not in organizational silos
      • 110. Always establish KPIs, measure, and optimize … continually
      • 111. Crawl, walk and then run
      • 112. Don’t eat the elephant in one bite
      50
      Today’s Key Takeaways
    • 113. Reach me via:
      • susan.prater@MascoCabinetry.com
      • 114. susan.prater@hotmail.com
      • 115. @SusanPrater
      • 116. SusanPrater
      Digital Agencies providing campaign examples:
      • Catalyst (www.catalystinc.com)
      • 117. Word of Mouth Fire (www.womfire.com)
      • 118. Hanson Inc. (www.hansoninc.com)
      51
      My Info
    • 119. 52