Multi-Platform Marketing - Keys to Success in Working Across Online and Offline

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

LET’S SEE WHAT YOU THINK! LIVE POLLING

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• 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, you’ll text in your answer

NOTE:

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• Capitalization doesn’t matter, but spelling and spaces do

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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! What’s 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!

[email protected]

Linked In: Claudio Ludovisi

Cell: 310 892-3086