360 Degree Interactive Communication. Thierry Halbroth - McCann Erickson

Transcription

1 360 Degree Interactive Communication Thierry Halbroth - McCann Erickson

2 Agenda What is 360 degree interactive communication Multi-channel communication vs integrated communication Interactive communication Why is 360 degree interactive communication essential Segregation = failure New technology, new demographics How to manage 360 degree interactive communication Creativity at its best: the power of the big idea Simplicity sells Best practice Eva Air vs Hello Kitty Levi s 501

3 Myths

4 Myths TV is dead ipods are the next TV Newspapers are dead Internet killed them Integrated is the latest thing All agencies are integrated

5 Definitions Interactive vs Integrated

6 Definitions Interactive: adj. : capable of acting on or influencing each other.

7 Definitions Integrated: adj. 1: formed or united into a whole 2: formed into a whole or introduced into another entity; 3: not segregated; 4: caused to combine or unite.

8 What is Interactive Communication? What it was: the use of digital channels to promote a brand What happened: could not operate in isolation but needed to be integrated with off-line marketing communications in order to: 1. maximize reach 2. communicate to customers in a consistent way What it became: a strategy to initiate interaction between customers and the brand using the right mix of communication tools fully integrated

9 What is Interactive Communication? Integrated in the sense that 1. Internet activities are integrated with existing off-line marketing activities 2. Off-line activities are integrated with on-line marketing 3. Each channels complement each others There exists a synergistic relationship between traditional and online media. You must marry them in a complementary way. The Internet is not designed to be the only element in your marketing mix Kim Bayne, Internet Marketing Plan

10 What it is NOT A multi-channel communication plan where messages are deployed uniformly A creative synergy between all channels A passive push strategy

11 So, Integrated Communication is 1. Making the most out of all communication channels possible 2. Develop and nurture big ideas with legs and arms in order to boost brand awareness and creative recall 3. Focused ideas, involving customers and implying measurable interactions to benchmark against proper business or brand objectives (or both)

12 So, Integrated Communication is 360 Degree Interactive Communication is about looking at the bigger picture

13 The Big Picture Source: TBWA\

14 Why is 360 Degree Interactive Communication Essential?

15 Multi-disciplinary Integrated marketing draws on the disciplines of Marketing Advertising PR Research Planning CRM/DM Provides a one-stop-shop from initial strategy and planning to ROI assessment

16 Importance of marketing the brand digitally In off-line marketing models, as sales decline marketing budgets are the first to be cut-back brands are forced to rely on other elements of the marketing mix. Internet brands are invisible and don t have the benefits of in-store, price promotions etc. to help keep them salient. For on-line brands marketing needs to be regarded as a fixed cost and is required to build your sales distribution channel.

17 Critical Roles Off-line marketing On-line marketing Variable cost Fixed costs First to be cut-back in lean times Needs to be maintained Enhances sales Builds sales distribution channel

18 Efficient Strategic Tool Integrated marketing Fixed costs Needs to be maintained Enhances sales & builds sales distribution channel

19 Evolution Communication strategies are meant to evolve Everyday, new technologies appear The new way to communicate is heavily reliant on new technologies If you do not keep up, your vision will be limited

20 Managing 360 Degree Interactive Communication

21 The Big Idea Unite groups of like minded individuals Cut through the clutter The power of Big Ideas Build Brand Communities Get people talking / acting / buying

22 Segregation does not work Segregated marketing operations do not operate in isolation Opportunities to talk to customers exist at every contact point whether on-line or off-line Customers expect that all marketing activities are consistent in tone, message and style with their brand experiences And these expectations need to be met by their channel experience Only then do you have a true brand

23 In One Sentence Don t cut yourself short!

24 Best Practice EVA Air vs Hello Kitty

25 Best Practice In 2005, EVA and Sanrio teamed up to design an innovative themed jet. A new Airbus A featuring Kitty with her family and friends in a larger-than-life way. A fully integrated communication plan was devised Print Online Experiential

26 Eva Air vs Hello Kitty

27 Eva Air vs Hello Kitty

28 Eva Air vs Hello Kitty

29 Eva Air vs Hello Kitty

30 Eva Air vs Hello Kitty

31 Eva Air vs Hello Kitty

32 Eva Air vs Hello Kitty

33 Eva Air vs Hello Kitty

34 Eva Air vs Hello Kitty

35 Eva Air vs Hello Kitty

36 Eva Air vs Hello Kitty

37 Eva Air vs Hello Kitty

38 Fin Merci