Integrating Offline and Online: Best PracticesHyundai Motor America, Carat Fusion, Click Here Interactive

09/26/05

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If you’ve had trouble …

Integrating online media with offline media

Integrating online creative with offline creative

Integrating online creative with online media

Integrating offline creative with offline media

This is for you …

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Lost Leads andSales

ConfusedCustomers and

Prospects

Value “Minus”Vs.

Value “Add”

DuplicationOf

Effort

LostEfficiencies

WastedTime

FrustratedEmployees

and Publishers

InconsistentLook and Feel

When You Don’t Integrate …

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The World We Live In …

Rampant Media Fragmentation

Changing Media Consumption Patterns

Blurring of Traditional and “New” Media

Blurring of Media and Creative

Clients Seek “Best Of Breed” Partners vs. Single Partner

Accountability Of Spending More Important Than Ever

Integration Is A Strategic And Executional

Mandate To Maintain A Competitive Edge

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Key Headlines …

You all play a part in integration

It is your responsibility

Everyone has a different definition

Define common terms and expectations

Integration terms need to be clear

It is hard

Our main goal … make it easier

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Rule #1: Mandate It

• If you are a client, mandate integration among your

partners• Lead regular integration summits• Define what you mean by integration

• Strategic? Executional? Both?• Use examples, either in house or from another client/category• Hold all partners formally accountable in annual reviews

• If you lead an agency team, work closely with client

to get them to mandate it• Oversee all work and make sure it is integrated• Hold your team accountable

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Rule #2: Enable It

• After mandating it, you need to enable it• Educate, using examples• Get employees involved

• Monthly brown bags with team participation• Stay on top of well-integrated campaigns out there• Develop processes and “ways of thinking” that will enable it• Allow your teams and agencies to meet frequently• Eliminate silos in your own organization• Create an organization that will foster integration• Approve travel budgets if your partners are in different cities• Be open … forget traditional conventions

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Rule #3 – Incent It

• If possible, create incentives for your

employees/partners to develop integrated programs• Set clear objectives and deliverables for what an integrated

program looks like• Create a reward system

• Percentage of bonus for bonused employees• Spot bonuses for other employees• Other employee recognition programs

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Rule #4: Processize It

• Develop a clear process to ensure integration

happens• Work with your various partners to develop one communications

briefing document• Should guide creative and communications planning all in one

• Brief all partners at the same time• Create rules of “engagement” among partners and client• Make the desired outcome clear• Make sure senior management is involved at key junctures• Allow sufficient time for reworking

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Rule #5: Notice It

• Go to networking events• Award shows are particularly good

• Consume the media – if not natural, force yourself.

You are in this business

• Read the trades – lots of great case studies in them

• Subscribe to e-newsletters

• Be curious, ask questions

• Keep a file of things you notice that are well-

integrated

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Rule #6: Make It Emotional …

• Most “old timers” think new media can’t capture

emotions like TV• If you’re an online person, quit relying solely on the media

consumption data – it’s the rational side of the story• Need to show how online can present the emotional side of a

brand• Flash, video, podcasts, blogs

• Develop a sizzle presentation and shop it around• Use your rich media partners to put this together – they have a

vested interest as well

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Rule #7: Remove the P&L Barrier

• In many media organizations, different P&Ls create

internal competition for funds by medium

• This is disastrous

• If you are a senior client or agency person, do

everything you can to eliminate this

• In the meantime, education can help• Online education of offline counterparts (who usually hold the

keys to the budget kingdom)• Treat them like your first client• Ask how you can help them – not “where is my share of the

budget”

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Rule #8: Don’t Forget Anyone

• It’s not just about offline and online media

• Don’t forget• Web Development• Promotions• Events/Experience Marketing• Multicultural• Public Relations• Alternate Channels (Retail/Wholesaler/Dealer Groups)

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Rule #9: Celebrate It

• When you or your team have done a well-integrated

job, celebrate it• Internally, and with client• Capture it and share it• Draw conclusions and implications for future programs• Merchandise to upper management• Talk to your PR people – perhaps it’s press or award worthy!

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Case Studies

• 2006 Hyundai Sonata Launch

• WIP with Azera

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2006 Hyundai Sonata Launch

• Campaign goals• Introduce and build excitement for first new vehicle in years• Assist in new brand positioning – A Hyundai Like You’ve Never

Seen Before• Ensure consistent communication touchpoint across all media

channels

• Creative Goals• Communicate 3 Sonata key pillars

• Comfort • Performance• Safety