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)

1. Online Marketing Summit ORLANDO| AUGUST 3, 2010 Integrated Marketing Susan Prater Director Marketing Masco Cabinetry [@SusanPrater] 1

2. What is Integrated Marketing? 2

4. Aims to ensure consistency of message and the complementary use of media

5. Uses online and offline marketing channels:

6. Online: search engine optimization (SEO), pay-per-click, affiliate, email, display, blog, webinars, micro-blogging, RSS, podcast, Internet Radio and Internet TV.

7. Offline: traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television3 Definition

9. Campaign awards are typically given out by category (PR, direct, radio, etc.)4 It’s more than just for campaigns…

11. Uses multiple touchpoints

12. Forrester says:

13. 82% of U.S. online consumers are satisfied with buying experiences that began and ended in a store

14. But only 61% are happy when their research started online and ended with a store purchase. (March 15, 2010 Press Release) 5 Think Integrated Marketing Communications!

16. 70% of bloggers discuss products and brands they use

17. Social Media the most trusted form of advertising > 70%

18. TV 62% / Newspaper 61% / Magazines 59%(2010 WOMFire) 6 New Customer Paradigm

19. Three Words: Integrated Marketing Communications! 7 What’s a Brand to Do?

20. Starts with the Customer Emphasizes Customer Processes Transcends Campaigns Requires Interaction and Dialog Is a Fusion of Sales, Marketing, and Service 8 5 Fundamentals

22. Consistent message and content across channels

23. Different channels should play different roles

24. Don’t think from your organization’s view. It’s not about you!

25. Put the customer at the center of your strategy9 Fundamental 1: Who’s Driving the Bus?

27. Stop thinking about just coordinating creative with others in marketing

28. Startthinking about how each channel and touchpoint helps the consumer achieve his/her goal

29. Otherwise lost opportunities and damage to the brand thru dead ends and unnecessary frustrations10 Fundamental 2: Think Big Picture – It’s Still Not About You!

31. Think in terms of programs

32. It’s too easy to optimize based on a campaign or launch, in turn hurting the larger picture

33. Success metrics should focus on engagement, value and profitability11 Fundamental 3: More than a Campaign

35. Responsiveness to their behaviors no matter where they are12 Fundamental 4: Requires Interaction and Dialogue

37. What has a bigger impact on a customer’s perspective of a company and/or brand:

38. Marketing campaigns

39. Individual interactionsAnd yes, Marketing is responsible for how the company and/or brand is perceived! 13 Fundamental 5: Fusion of Sales, Marketing and Service

41. Customer focused marketing requires…

42. relevant communications

43. relevant interactions

44. relevant content……regardless of the channel and customer interaction point. 14 Key Takeaways

45. So How Do I Know if it’s Working? 15

46. 16 Lots of Customer Touchpoints

47. 17 Integrated Analytics More Actionable Insight

49. People would rather pull off a finger nail than learn how to leverage their website data

50. This is very sad because….Web Analytics is like Angelina Jolie: It's sexy, it kicks butt, and is a goodwill ambassador!!

51. 8/3/2010 19 Why Use Web Analytics? Your answer may vary depending on your organizational role In it’s barest form, the answer is one of the following: To optimize your website To optimize the marketing for your website To illustrate the ROI of campaigns and initiatives What it comes down to is this: Convincing more of the right people to come to your website and then helping them to complete the task that generates the greatest success!

52. 8/3/2010 20 Identify and Measure Your KPI’s

55. They allow you to make strategic decisions before they are needed

57. So What Do I Do Next? 24

59. Need to demonstrate results to gain top-down support for integrated marketing

60. Don’t “eat the elephant”…. …take it “one bite” at a time. 25 Crawl, Walk, Run

62. Ongoing optimizing and innovating to improve results26 Crawl

64. Being with the endpoint in mind for your campaign

65. Select channels based upon your customer preferences

66. Ensure all of your marketing campaign touchpoints are measurable

67. Consider Vanity URL’s as appropriate

68. Establish KPIs, measure, report and optimize!27 Walk

70. Engage Sales and Customer Service to have brand consistency in all communication touchpoints with customers

71. Establish KPIs, measure, report and optimize!28 Run

72. Let’s Get to the Good Stuff 29

73. 30 Kodak ScanMate i1120 Scanner

74. Objectives 1. Establish Kodak as a leader in the scanner market 2. Educate targeted prospects on the new Kodak ScanMate i1120 Scanner 3. Generate demand for ScanMate in the small to medium business personal workgroup segment 31 Kodak ScanMate i1120 Scanner

75. Strategies Develop a multi touch integrated online and offline campaign, including prelaunch, launch and post launch Test offers to determine which would resonate with the target audience Develop compelling personalized creative messaging to speak to pain points of key target verticals 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) 32 Kodak ScanMate i1120 Scanner

76. 33 Kodak ScanMate i1120 Scanner Results: Integrated approach integrating traditional direct mail with e-communications achieved a 300% increase in response when compared to the traditional direct marketing execution alone: 3.2% response (online + offline) vs. 1.4% (email only) vs. 0.9% (DM only).

78. 35 Dutch Boy Paints - Refresh

80. Create conversations around both product benefits and promotions

81. Promote the product – Dutch Boy Refresh paint

82. Promote the contest – My House Stinks36 Dutch Boy Paint - Refresh

83. 37 Dutch Boy Paint - Refresh

84. 38 Dutch Boy Paint - Refresh

85. 39 Dutch Boy Paints - Refresh

86. Results Thousands of blog posts, comments, videos, and more across the web Generated over 3 million impressions with positive quality Dutch Boy sales positive vs. 2008 plus excellent retailer sell-in 40 Dutch Boy Paints - Refresh

87. 41 Merillat Cabinets

90. National public relations campaign

91. Events and promotions with well-know home improvement expert Danny Lipford

92. Web and Social media integration

93. Dealer extension and engagement43 Merillat Cabinets

94. 44 Merillat Cabinets

95. 45 Merillat Cabinets

96. 46 Merillat Cabinets

97. 47 Merillat Cabinets

98. 48 Nike

100. Sponsoring Sporting Events (Super Bowl)

101. Sponsoring Athletes/Notables (Michael Jordan, Garret Reynolds)

102. Search Marketing

103. Social Engagement

104. Online Initiatives

105. Music Videos

106. Customize Nike shoesKTA: No matter the touchpoint, use Nike products and you will increase your performance regardless of what sport you are involved in. 49 Nike – Integrated Market Communication

108. Ensure all of your marketing campaign channels elicits the same brand promise

109. Talk with one voice as a company, not in organizational silos

110. Always establish KPIs, measure, and optimize … continually

111. Crawl, walk and then run

112. Don’t eat the elephant in one bite50 Today’s Key Takeaways

114. susan.prater@hotmail.com

115. @SusanPrater

117. Word of Mouth Fire (www.womfire.com)

118. Hanson Inc. (www.hansoninc.com)51 My Info

119. 52