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Integrated Marketing Between Offline And Online...
Posted By: Barbara* on 11/15/2004 12:53 PM (CST) 250 Points
I'm looking for solid case studies of successful integrated marketing campaigns -- specifically, those that utilize any one or combination of more than one various offline media (broadcast, print, DM, etc.) with any combination of online outlets such as email, banners, search, gateway and/or landing pages, etc. This can be for B2B, B2C, B2G or non-profit. Ultimately, I am looking for best practices and metrics as they pertain to these campaigns that integrate a variety of marketing channels.

Posted by: sandy* Accepted Answer
11/16/2004 3:44 AM (CST)
Hi Barbara,
I guess this would be helpful to you an article on Online Writing Concepts that Work Wonders for your Offline Marcomms, too : link is http://www.marketingprofs.com/3/maur4.asp

Cheers,
Sandy
 
Posted by: Pepper Blue Accepted Answer
11/16/2004 11:09 AM (CST)
Hi Barbara,

Here are some integrated marketing case studies:

http://www.imirage.com/default.aspx?pageid=19

I hope they help!
 
Posted by: Sharon Accepted Answer
11/16/2004 1:34 PM (CST)
I just completed a complex integrated marketing project for a university where we used print collateral to drive prospective students to a large and complex wegsite. We used about 20 students to tell their own stories and the university's story, and they continue to tell their own stories through periodic online journals. We use an enewsletter to drive return visits, especially by promoting the journals.

We are tracking web visits and they are up, in fact almost double, over last year, but our real metrics come in January with applications and May with deposits from accepted students.


Let me know if you'd like to know more detail. I can be reached offline as well through my profile.

Good luck to you.

Sharon
 
Posted by: akent* Member Response
11/16/2004 8:47 PM (CST)
Integrated Marketing is not the same message through different channels. IMC is customer-centric, database driven marketing effort that offers consistency in messaging - communications - tactics - and finally...channels. It is not about 'integrating channels'...fundamentally. Are you looking for an IMC interactive example or use of integrated messaging in online/offline channels specifically? Two different approaches.
 
Posted by: Barbara* Author Response
11/17/2004 9:22 AM (CST)
Thanks to all for your responses.

To Akent - can you give me a specific example of IMC? I am not understanding your explanation. (For direct marketers, like me, most of our communications are already database driven and I'm not sure what you mean by customer-centric as it relates to this.)

Many thanks!
 
Posted by: jose04 Accepted Answer
11/23/2004 2:43 PM (CST)
Hello Barbara

You should get some smart insights from this forrester and sullivan pdf file

http://www.maximcom.com/files/frost_article.pdf

Going by how the marketing discipline and practice seems to have evolved into today, the onus lie in the manner and degree to which a marketer can be intimate with a client. True intimacy is an expression of trust between the parties. Integrated marketing is an expression of the evolution of marketing into a more target (client) oriented approach to the communications mix.

Talking about trust and intimate relationships is one thing, and practicing and establishing it in working relationships with customers is another. The networking and team skills within a communications department need to be on red alert almost always. They need to keep their antennas alive to the fact that the public do not get different messages from the various channels used to promote a product / service.

In this context, one of the best practices in the integrated marketing industry which you can benefit from is the following link :

http://www.oprah.com/

I believe Oprah's consistency in design, tone, and message is uniformly maintained in her shows, web sites, and mags, among other channels. The obvious benefit to such integration is that of clarity, consistency along with 'big impact' and 'drama'. An Indian equivalent to a showbiz personality like Oprah is the all time great Amitabh Bachan, called the Big B in this part of the world.

Hope these thoughts help!!
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
12/9/2004 8:13 PM (CST)
Hi Babra,
There is a company in China which did this.
In this campaign they showed an ad which was basically from one of the jokes of 4 people sitting in a train, A old lady, a old guy, a beautiful girl and a handsome guy. After some time the train passes through the tunnel and there is a sound of a kiss and slap. After the train emerges out of the tunnel all four people are sitting silently. The ad stopped here and told customers to visit a website to find out the answer. The campaign was very successful. As it drove quite a lot of traffic to the web.
Another thing, the people who answer to the question do not get a notification when someone else answers to the question unless they subscribe for it. So if you want to ask akent anything send him a e-mail (click on his name and view his profile.
Hope it helps.
Regards
Sanjeev
 
Posted by: max Accepted Answer
12/10/2004 12:33 AM (CST)
Hi Barbara,

My company Noosphera recently finished designing a campaign for a teen-oriented fashion retail-store chain in Costa Rica: XTZ4U.com, and it's focused in the multi-channel marketing way you're asking about.

I'll be brief on something so complex, so please feel free to email me if you wish more details...

The main focus of the whole campaign was on having the website as a way to discover the clothing brand (both the brand and it's .com are reinforced thruought the campaign message)... you can see the website here http://xtz4u.com/principal.html.

Call-to-Action is to go to the website, subscribe to the newsletter, and receive news about music, fashion, promos, and sponsored events & concerts. Obviously the idea is to have people see the product while at it on the website. The website is also highly social on it's content (see the right column), so the idea is to have the customer see it as a place where they can find different things that are alligned with their web-needs.

As soon as the campaign production started (ie research, website design/production, ad production, etc), we designed an instrument to start applying in the stores to all purchasing customers, and this way start on having the store build an opt-in customer-db to market afterwards. The same instrument is current used as the newsletter subscription form.

The questionnaire application also permited us to know that only 15% actually would be interested in purchasing product on-line. 65% were interested in viewing product on-line, and THEN going to the nearest shop to try-on the good and then purchase. Therefore you can see we placed a little window with the stores available and their phone number to direct people into action when at the website. We also provide a queue about this on the "how to ease your purchase" tab on the top. This also helped prioritize web development, lowering costs and shortening production time (all this in two months!).

Communication mediums contemplated for the initial launch-phase were:
- Animated TV ad (on a low-cost highy-segmented cable-TV channel)
- SMS messages (from collected numbers in the in-store questionnaire)
- email campaign (ditto)
- Banner-ads in strategic websites (concentrating taget market)
- In-store Clothing tags
- In-store POP material

I have a campaing flow-logic available which I would gladly share, just request it by email to me max@noospheracr.com.

Unfortunately the client was having the web production in-house, he went gunho on us two weeks ago thinking it was all about having the website up and ready and decided to not pay us the second month of work -very ignorant of him-. We did not have a contract signed since he was a "friend" so we can't get at him legally -very novice of us! Therefore, there is really no breach of contract in sharing this with the forum... I guess we learned, and I'd like to share the knowledge.

All the best!

Max
 
Posted by: Barbara* Author Response
12/10/2004 10:50 AM (CST)
Thanks so much, everyone, for your help. Some great answers here. Good luck in your own upcoming integrated efforts!
 
Posted by: rogeracuna Member Response
10/6/2009 9:56 PM (CST)
Let me laugh here a bit.

You Max Sequeira, complaining about not been paid?
Funny, it looks.

I just sued him, and he's been notified this week.
I worked for his miserable company, but he never paid me my salary.
He is always broken, he doesn't know whether to pay the company's electricity or internet bill first, because he doesn't have the money to pay both at the same time.

I can send a copy of the Demanda Laboral, to any one who requests it, so that you can see what kind of person is this Max Sequeira. Be careful with this guy, and I don't recommend you any business with him, as he is dishonest and irresponsible.
 


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