Integrated Marketing - Susan Prater, Masco Cabinetry


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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)

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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
  • Integrated Marketing - Susan Prater, Masco Cabinetry

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