multi-platform marketing - keys to success in working across online and offline
Post on 16-Jul-2015
Embed Size (px)
Multi-Platform Marketing KEYS TO SUCCESS IN WORKING ACROSS ONLINE AND OFFLINE
BLACKLIST THE ULTIMATE MULTI-PLATFORM CAMPAIGN
PREMIUM OUTDOOR BLACKLIST
COVERS MAGAZINE CAMPAIGN BLACKLIST
CROSS-COMPANY SYMPHONY BLACKLIST
DIGITAL MARKETING PLATFORMS BLACKLIST
AFFILIATE STATIONS BLACKLIST
LETS SEE WHAT YOU THINK! LIVE POLLING
Were going to use your cell phones - just like on The Voice
So please take them out - leave them on silent
Simply send a message to the five digit number 22333.
In the body of the message, youll text in your answer
Standard text messaging rates apply: may be free $20cents.
In terms of privacy: we cannot see your phone numbers, and youll NOT receive follow-up text messages outside this presentation.
Capitalization doesnt matter, but spelling and spaces do
INTEGRATION OF MARKETING PLATFORMS INVOLVES
What specifically should we focus on, to achieve
successful integration across platforms?
GOAL 1: UNIFY PLANNING MARKETING STRATEGY, MEDIA AND CREATIVE
Make sure involve all functions / areas
Align organization or cross-functional teams and assign the right team leader
Think through media and content investment holistically
Ensure a focus on WOM / Earned Media as the ultimate goal, no matter what the platform
Support information flows
GOAL 2: SUPPORT INFORMATION FLOW ACROSS PLATFORMS
Take stock of all the SYSTEMS you have, their purpose, who uses them
Take stock of all standing MEETINGS and review purpose, structure
Develop active document sharing (not just common folders) and project COMMUNITIES
BRAINSTORM CREATIVE DEVELOPMENT ACROSS PLATFORMS
WHAT IS THE STORY ABOUT??
GOAL 3: BRAINSTORM CREATIVE DEVELOPMENT ACROSS PLATFORMS
Be clear about WHAT you are marketing what is the story about? There are ways of going much deeper into TRULY understanding
What KIND of story is it?
What is the MOTIVATION behind each character?
What is the true EMOTIONAL PITCHFORK and who will it appeal to /why?
What are the EMOTIONAL BOUNDARIES precisely define what is in and out of bounds so creatives (especially in Digital & Social) can react quickly to opportunities without confusing the audience about what the Story is really about
Create an opportunity for the creatives from each platform to brainstorm TOGETHER
Be mindful of TIMING
GOAL 4: LEVERAGE THE TRUE INTERACTIVE NATURE OF DIGITAL PLATFORMS
Let the platform drive the creative, as well as branding strategy or corporate imperatives
Create branding guidelines and set clear emotional boundaries
Empower people on the front lines to react, create and publish without excessive approvals, as long as they stay on brand
GOAL 5: FEED THE DIGITAL BEAST
Think about ways to create derivative content that is in line with the brand principles, positioning and overall creative strategy
Give your fans a view behind the scenes of the Brand / Product
Your carefully crafted :30 ad is so :30 seconds ago! Whats going on RIGHT NOW that is relevant to the brand?
build the right skills
GOAL 6: BUILD THE RIGHT SKILLS
Make sure you have people who live and breathe digital
Give them a chance to mix with traditional offline strategists
Ensure a foundation of analytical prowess as well as creative ability
3 must haves in the mix: mobile, mobile, mobile
GOAL 7: STAY CONNECTED & MANAGE ACROSS SILOS
Manage the whole at the high level calendar level
Let DETAILED project management happen closer to the doers
Automate workflow planning and project tasking make the jump from private excel documents to collaborative LIVE systems
TO SUMMARIZE, REMEMBER TO THINK ACROSS ORGANIZATIONAL, PROCESS AND SYSTEMS DIMENSIONS
1. Unify Strategic Planning Strategy, Media, Creative Workflow
2. Support Information flows across areas
3. Create across platforms Analyze the Story (see techniques)
4. Leverage interactivity
5. Feed the digital beast
6. Build the right skills
7. Stay connected and manage execution across silos
email@example.com Linked In: Claudio Ludovisi
Cell: 310 892-3086