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JWT HYPER ISLAND MC RETHINK INTEGRATED COMMUNICATIONS!

August 22th – 24th, 2012

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THIS SESSION‘S OBJECTIVE

‣  TO RECONSIDER INTEGRATED COMMUNICATIONS. ‣  DIVE INTO A SET OF DIGITAL MARKETING CHANNELS.

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WHAT ARE YOU GONNA GET OUT OF IT?

‣  BE INSPIRED TO THINK AND CREATE BIG.

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START WITH A FEW THESIS...

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‣  INTEGRATED COMMUNICATION IS NOT ABOUT TELLING THE SAME BRAND STORY IN MULTIPLE CHANNELS ANYMORE.

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‣  BRAND COMMUNICATION IS MORE THAN BRANDING, STORYTELLING, STORY BUILDING AND ENGAGEMENT.

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‣  IT IS ALSO ABOUT DATA, ANALYTICS, AND MECHANICS: IT’S NEW THINKING.

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‣  INTEGRATE SOPHISTICATED STRATEGY, BRAND EXPERIENCE, AND CHANNEL INTERPLAY ALONG THE CONSUMER PATHWAY.

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IT’S A SHIFT IN MINDSET:

INTEGRATED CAMPAIGNING OR INTEGRATED COMMUNICATION PLANNING…

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IT DEMANDS A NEW PERSPECTIVE ON OUR WORK.

AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION ADVOCACY

TVC

Digital

Print

PR

OOH

360° Cam-paigns

SEO /SEM Social Media Online Shop Services Integration

of all disciplines

CRM

BUILDING RELATIONSHIP

Platforms/Apps

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RGA AGENCY: CREATIVE PLATFORMS

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NIKE DIGITAL SPORTS.

‣  BUT IS THIS APPROACH SUCCESSFUL?

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IS THIS A SUCCESS FORMULA?

Activation / Campaign Paid Push + Pull

Media

Platform / Relevant Content Informative

Useful Entertaining Humorous

Social Sustainable

+ X-Factor Buzz / Viral

Recommendations Insights

Data (can be supported)

=

Bought Owned Earned

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LET’S HAVE A LOOK AT SOME INTEGRATED PLATFORM CONCEPTS

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AMEX SMALL BUSINESS SATURDAY.

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‣ Where in the Consumer Pathway would you position the focus of this case? ‣ What kind of supporting channels / stages did you sense watching the case study?

KLM AIRLINES: FACEBOOK SERVICES

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

AMEX: SMALL BUSINESS SATURDAY

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ROCKET INTERNET ZALANDO

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Search Engine Marketing

Affiliation & Retargeting

Couponing

Opinion Leader Inspirations

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

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Free Hotline

Styling Inspiration

Shopping Community (Sales)

Special Promotions

Facebook Community

Newsletter

Free Shipping

100 Days Exchange

1:1 Twitter Service

1:1 Facebook Service

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

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WHAT DO WE NEED TO DO DIFFERENTLY?

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THINK CREATIVE PLATFORMS OR BUSINESS SOLUTIONS AND CAMPAIGNS.

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EXTEND JWT WORLDMADE DISCOVERY?

CONSUMER INSIGHTS

BRAND INSIGHTS

USAGE INSIGHTS

MARKET INSIGHTS

PRODUCT INSIGHTS

FUTURE INSIGHTS

PURCHASE INSIGHTS

CULTURAL INSIGHTS

MEDIA INSIGHTS

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WHO SHOULD BE YOUR PARTNERS?

Media Market

Research Client (Data)

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AWARENESS CONSIDERA-TION

RELEVANT SET 2-3 MODELS

TRIAL 2-3 RETAILERS

CONVERSION 1 MODEL

LOYALTY ADVOCACY

Channels: TV

OOH Online Print

Chrysler Europe Luxury

Segment / Test Drives in luxury hotels.

Channels: Retailer

Channels: Offline 70% Online 30%

Channels: Mailings

Community Retailer

Channels: Online / Social

Media

4 weeks 3 weeks 2 weeks

Time slot to influence a potenial consumer.

It is difficult to influence a potential consumer in these periods.

SKETCH THE CONSUMER PATHWAY.

CAR PURCHASE

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DEFINE THE MOST IMPORTANT WEAKSPOT.

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

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DEFINE SUPPORTING CHANNELS.

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

Opinion Leaders

Instore Advertising

Video Display Advertising

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LEARN FROM BENCHMARKS I

Procter & Gamble BeingGirl

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LEARN FROM BENCHMARKS I

Johnson & Johnson Babycenter

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AN OVERVIEW OVER SUPPORTING CHANNELS.

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Involvement

Considera- tion

Purchase

Consump -tion

Relationship Building

Advocacy Awareness

‣ Creative Banner Advertising ‣ Contextual, behavioral, and regional

Targeting ‣ Video Advertising (Smartclip) ‣ Online PR / Advertorials, Coops, Weibo,

Bloggers

‣ Microsites, Landingpages ‣ Creative Platforms / Apps ‣ Youku branded channels ‣ Renren Campaigns ‣ Gamification ‣ Co-Creation

‣ SEM -Keyword Advertising ‣ SEO (Search Engine

Optimization) ‣ Product Reviews (Test

Campaigns) ‣ Brand / Content Websites ‣ Price Comparison (dianping)

‣ Making Content available for sharing (Pinterest) Multiplicator Marketing / Blogger ‣ Social Plug Ins ‣ Recommendation Marketing

‣ Social Shopping (Tuangou) ‣ Mobile Payment ‣ Couponing ‣ Shopping Experience ‣ Multichannel Retail ‣ Apps

‣ Social Experiences ‣ Online Services ‣ Live Chat ‣ Mobile Services ‣ Video Tutorials ‣ Other Services

‣ Community Building ‣ Loyalty Programs / Clubs ‣ Bonuses ‣ Retargeting ‣ Near Field Communication

‣  THINK OF (JWT) BENCHMARK CASES WITHIN THESE MARKETING CHANNELS!

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THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de http://de.linkedin.com/in/hannesley

Thanks for listening!