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Integrated Marketing Is A Mindset, Not A Mandate

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The promise and reality of integrated marketing don’t exactly match up, do they? Creating integrated teams within your company typically involves a lot of approvals, assurances, meetings and emails. Then, once you’re actually able to get everyone together, making any sort of decision usually comes down to the most senior person in the room dictating the direction or 12 versions of a Word document littered with tracked changes. In this session, you’ll learn why PR can and should lead the collaboration process with other marketing disciplines and how to leverage the strengths and weaknesses of everyone to make better decisions.

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Integrated Marketing Is A Mindset, Not A Mandate

  1. 1. Improved Decision Making: Leverage Your Team's Strengths and Fill In the Gaps PRSA Strategic Collaboration Conference April 24, 2015 1
  2. 2. 2 “There is a gap between an old world of public relations and a new one that must be addressed because jobs that were more about media relations are now taking on a role of content creation and content marketing, which is more difficult to do.” - Christopher Graves, Global Chairman of Ogilvy PR http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg
  3. 3. 3 The integrated marketing structure* (*not realistic) Brand Digital CRM Social Media Media Analytics Public Relations POS Creative
  4. 4. 4 The actual integrated marketing structure Brand Digital CRM Social Media Media Analytics Public Relations POS Creative
  5. 5. 5 How integrated marketing really works Image used under Creative Commons license (https://flic.kr/p/5V2ZUz)
  6. 6. 6 The promise of integration is rarely fulfilled Image used under Creative Commons license (https://flic.kr/p/4bcsHL)
  7. 7. 7 Swim Lanes Are Easy Image used under Creative Commons license (https://flic.kr/p/5V2ZUz)
  8. 8. 8 “OK, so owns it then?
  9. 9. 9 Swim lanes don’t really reflect reality
  10. 10. 10 Integration is Hard Image used under Creative Commons license (https://flic.kr/p/j9HiQj)
  11. 11. 11 “I didn’t mention it to you because the client already has a PR agency” Image used under Creative Commons license (https://flic.kr/p/amY57x)
  12. 12. 12 “68% of the respondents put integrated marketing communications ahead of “effective advertising,” when they were asked what the most important thing is that they want from an agency. Integration is also among the top reasons that marketers dismiss an agency and look for a new one, and it is a pivotal factor in selecting a particular agency in a pitch.” - Forbes, 2013 Forbes study of 1,850 CMOs conducted in November 2013 (http://www.forbes.com/sites/avidan/2013/12/04/ten-great-agencies-of-2013/)
  13. 13. “All forms of media are converging and we will need to continue leveraging paid to amplify our owned, earned and social efforts.” - Kevin King, global practice chair at Edelman Digital “We’re moving into a different space. The vision is to be the most complete communications company in the world. Somebody’s got to be able to put it all together.” - Dave Senay, president and chief executive at FleishmanHillard 13 "More than ever we're seeing a blurring of the lines and clearly the ownership between paid, owned and earned. - Gail Heimann, president at Weber Shandwick “We’re reorganizing around the areas that are important to our clients, areas that are not perceived as strengths in public relations: strategy, creativity, technology, analytics.” - Fred Cook, president and chief executive at Golin
  14. 14. Enhances strengths, mitigates weaknesses 14 • The kaleidoscope effect • 1 can equal 10 • Tell me once • One pot of money
  15. 15. 15
  16. 16. Integrated marketing is a mindset, not a mandate 16
  17. 17. If it was easy, everyone would do it 17 1. Learn the language 2. Get the right people in the seats 3. Stop rewarding fiefdoms 4. Stay focused on the business objective (hint: “sell more stuff” isn’t an objective) 5. Integration is more than subheads in a plan
  18. 18. 18 Different functional specialties, but same business goals
  19. 19. 19 Don’t assign seats based on title
  20. 20. 20 Stop Rewarding Fiefdoms Image courtesy of Wikimedia Foundation
  21. 21. 21 Stay focused on the business objective Image courtesy of Wikimedia Foundation
  22. 22. You’re not fooling anybody 22
  23. 23. 23 Great Opportunity Image courtesy of Wikimedia Foundation
  24. 24. 24 PR can (and should be) the multi-channel quarterback Image used under Creative Commons license (https://flic.kr/p/tGoPn)
  25. 25. 25 • “We never get the budgets we need” • “They just don’t ‘get’ PR” • “We’re always brought in at the last minute” • “You can’t measure PR the same as advertising” • “We don’t have a seat at the table” Image used under Creative Commons license (https://flic.kr/p/DNwXN)
  26. 26. 26 "If you rely on someone else's mandate that you must be a part of their team, you will quickly become their adversary. You should instead demonstrate your value to that team so obvious that they are compelled to include you or they risk losing credibility with the rest of the team."
  27. 27. Your mission should you choose to accept it 27 1. Determine the role PR plays in achieving the business objectives 2. Understand your customer’s entire journey with your brand 3. Learn from people outside of PR 4. Measure the impact of PR without using the words “hits” or “impressions” Image courtesy of Wikimedia Foundation
  28. 28. 28 In a world of integrated marketing, big data and marketing automation, PR has to be the one to advocate for the customer. • To strive for mutual benefit. • To be honest with the client/boss when no one else will. • To talk about people – not targets, clicks, and impressions. • To insist on slowing down, on using small data, on scaling back.
  29. 29. 29 PR has the opportunity to save marketing from itself.
  30. 30. Thank you 30 Steve Radick • VP, Director of Public Relations at Brunner • www.steveradick.com • www.twitter.com/sradick • www.brunnerworks.com

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