The document discusses the shift to integrated marketing and the PESO model. It defines the PESO model as involving paid, earned, shared, and owned media. It provides an example of how Hudsonville Ice Cream successfully implemented an integrated marketing campaign using all elements of the PESO model. Specifically, it used paid advertising, earned media coverage, shared content on social media, and owned channels like its website and email program. The results so far include media coverage, social media engagement, and landing page visits leading to nominations and coupon prints. Overall, the document advocates for using an integrated approach across multiple marketing channels rather than relying on just one.

1. The Shift to
Integrated Marketing
Putting the PESO Model Into Action

2. Pop quiz: What does PESO
stand for?

3. PAID | EARNED | SHARED |
OWNED
MEDIA

4. Pop quiz: Social media advertising
budgets went from $16 billion USD
in 2014 to X billion USD in 2016.
Source: Hootsuite

5. Social media advertising budgets
have doubled worldwide over the
past 2 years—going from $16
billion USD in 2014 to $31 billion
USD in 2016.
Source: Hootsuite

6. WHY ARE WE TALKING
ABOUT INTEGRATED
MARKETING?

7. The marketing toolbox looks much
different today than it did 5+ years ago.

8. The shift to an integrated marketing model
is part science and part art.

9. Marketers MUST HAVE diverse skill sets.

10. WAIT…I HAVE TO BE
EVERYTHING TO EVERYONE
AT EVERY TIME ON EVERY
CHANNEL?!?!

11. It’s NOT about
understandin
g and
activating on
all these

12. It’s about quality vs. quantity and strategically
choosing which combination of channels and
tactics are best aligned with your overarching
goals.

13. It’s also about evolving your approach to
content creation.

14. OBVIOUS, BUT IMPORTANT TO
NOTE:
As a marketer, your writing styles must be tailored to
fit each channel and audience.

15. Ditch the cookie cutter approach.

16. The marketing funnel.

17. MARKETING FUNNEL
To start thinking more like an integrated marketer,
outline the strategy, channels and corresponding
tactics for moving audiences through the process
from initial contact, to lead, to customer, to evangelist.

18. Source: Inbound Methodology from HubSpot

19. If you haven’t already started, it’s time to
mix up your marketing program.

20. Paid is NOT a dirty word!

21. Source: Spin Sucks

22. The PESO Model
• PAID Media – Which elements of the program require
targeted advertising and investments to reach key
audiences?
• EARNED Media – Are you organically generating visibility
and awareness via media, bloggers and influencers?
• SHARED Media – How does social media fit into the mix?
How do you communicate directly with your audiences in
the places they spend their time?
• OWNED Media – How does your website, blog or email
program (where you control the message) fit in, and
what’s the appropriate content for those platforms?
22

23. Source: Spin Sucks

24. THE MILLION $ QUESTION:
How do you execute a successful
marketing campaign across
PAID, EARNED, SHARED AND OWNED
media channels?

25. Integrated case study: Hudsonville
Ice Cream’s Random Acts of Ice
Cream campaign

26. PAID

27. EARNED

28. SHARED

29. OWNED

30. RESULTS TO DATE
• PAID Media
– 350+ reactions and shares on the Facebook ad.
– Facebook ad sent 270+ visits to landing page.
– 100 radio spots ran in June.
– 5 blogger ambassadors will write posts over the course of the campaign.
• EARNED Media
– 7 pieces of media coverage secured.
• SHARED Media
– Consistent publishing of organic content across Facebook, Twitter and
Instagram – content has referred 400+ visits to landing page.
• OWNED Media
– Nearly 2,500 pageviews on landing page with nearly 900 nominations
submitted.
– 220+ digital coupon prints.
– Email sent 1,300+ visits to landing page.
30

31. Thinking Differently
• To truly become an integrated marketer, don’t look at
opportunities through the lens of just ONE approach.
• One or two elements of the PESO model can only move
the needle so far.
• All four pieces of the PESO model combined = power to
create real change, action and RESULTS.
31

32. QUESTIONS?