what is integration?
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Spots , ads, tweets, banners, POS, DM, event, PR…….. from London to Timbuktu: how to integrate media plans and build strong partnerships. What is integration?. Maximising impact through synergistic deployment of messages across touchpoints - PowerPoint PPT PresentationTRANSCRIPT
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Spots, ads, tweets, banners, POS, DM, event, PR…….. from London to Timbuktu: how to
integrate media plans and build strong partnerships
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What is integration?Maximising impact through synergistic deployment of messages across touchpoints
Navigating consumers on a journey across touchpoints
Taking content generated in one channel and using it in another
Cross agency disciplines working seamlessly together
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More important than ever…
BRAND DIVERSIFICATION CHANGING RULES OF ENGAGEMENT
CONSUMER BOMBARDMENT AGENCY PROLIFERATION
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Integration in Action
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Matching Luggage
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Platform
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Journey
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People engage
with ideas not
channels
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The power of an insight driven idea
BRAND A BRAND B
CREATIVE IDEA INSIGHTCHANNEL 1
CHANNEL 2
CHANNEL 3
CHANNEL 4
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How to do it
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Brief ALL agencies at once
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Put your consumer first
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Start channel neutral
What is the business issue?
What behavioural / attitudinal change is required?
What barriers need to be overcome?
How can communications address these barriers?
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Agree a customer journey
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GET TO BY…… …… ……
Keep it simple
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Define KPIs
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Leverage regional opportunities
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Engage local expertise early
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Define market archetypes
HIGH AWARENESS
LOW AWARENESS
HIGH PREFERENCE
LOW PREFERENCE
DEFEND, GROW LOYALTY
LEVERAGE ADVOCATES
BUILD COMPETITIVE
ADVANTAGE
RELAUNCH
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Tailor your consumer journey
INDIFFERENCE FAMILIARITY CONSIDERATION TRIAL PURCHASE
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Deploy Effectively
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Keep learning