multi-platform marketing - keys to success in working across online and offline

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  • Multi-Platform Marketing KEYS TO SUCCESS IN WORKING ACROSS ONLINE AND OFFLINE

  • BLACKLIST THE ULTIMATE MULTI-PLATFORM CAMPAIGN

  • PREMIUM OUTDOOR BLACKLIST

  • MURALS BLACKLIST

  • COVERS MAGAZINE CAMPAIGN BLACKLIST

  • CROSS-COMPANY SYMPHONY BLACKLIST

    http://www.nbcpromotions.com/Digital/launch14/Blacklist_s2/on_air/video5.html

  • DIGITAL MARKETING PLATFORMS BLACKLIST

  • SOCIAL 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

    NOTE:

    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

    THREE DIMENSIONS

    Organization

    Systems Process

  • What specifically should we focus on, to achieve

    successful integration across platforms?

    .

  • plan together

  • 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

  • LEVERAGE INTERACTIVITY

  • 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

  • stay connected

  • 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

    OR

    G.

    PR

    OC

    ESS

    SYST

    EMS

    GOAL

    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

  • Thank you!

    claudio.ludovisi@nbcuni.com Linked In: Claudio Ludovisi

    Cell: 310 892-3086