Marketing in the Round for IABC Louisville

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What integrated communications looks like in the future through Marketing in the Round, co-authored by Gini Dietrich and Geoff Livingston

Educação Tecnologia Negócios

dig into your memory
Tuesday, September 10, 13

Young geniuses made
a gazillion dollars
on big ideas
Tuesday, September 10, 13

Companies such as
dell and wpp
completely integrate all
marketing disciplines
Tuesday, September 10, 13

the dotcom
bubble burst
Tuesday, September 10, 13

the 9/11 tragedy
affected
the world
Tuesday, September 10, 13

And everyone
scurried
back to their respective corners
Tuesday, September 10, 13

No one worked
together
Tuesday, September 10, 13

it’s time to
do things differently
Tuesday, September 10, 13

But the time has come
to once again
work together
Tuesday, September 10, 13

harness the
wild, wild westTuesday, September 10, 13

put
customers
first
Tuesday, September 10, 13

And move the business
forward
Tuesday, September 10, 13

how do we do that?
Tuesday, September 10, 13

introducing...
the marketing round
Tuesday, September 10, 13

introducing...
the marketing round
HR
Tuesday, September 10, 13

introducing...
the marketing round
HR
Sales
Tuesday, September 10, 13

introducing...
the marketing round
HR
Sales
Legal
Tuesday, September 10, 13

introducing...
the marketing round
HR
Sales
Legal
CSR
Tuesday, September 10, 13

introducing...
the marketing round
HR
Sales
Legal
CSR
Acct
Tuesday, September 10, 13

introducing...
the marketing round
HR
Sales
Legal
CSR
Acct
Product
Dev.
Tuesday, September 10, 13

introducing...
the marketing round
HR
Sales
Legal
CSR
Acct
Product
Dev.
Ops
Tuesday, September 10, 13

introducing...
the marketing round
HR
Sales
Legal
CSR
Execs
Acct
Product
Dev.
Ops
Tuesday, September 10, 13

functional silo
Tuesday, September 10, 13

people fear
change
Tuesday, September 10, 13

the marketing round
Tuesday, September 10, 13

how to get executive buy-in
Tuesday, September 10, 13

Use Market Research
Tuesday, September 10, 13

show
competitive
examplesTuesday, September 10, 13

Build the Business Case
Tuesday, September 10, 13

build SMARTER goals
to support the marketing round
Tuesday, September 10, 13

S Specific
M Measurable
A Attainable
R Relevant
T Timely
E Evaluate
R Reevaluate
Tuesday, September 10, 13

figure out incentive programs
Tuesday, September 10, 13

Most Compensation Systems Reward Individual Work
Tuesday, September 10, 13

Team Work Requires MoreThan a Higher Cause
Tuesday, September 10, 13

Show them the money!
Tuesday, September 10, 13

Group incentives
Tuesday, September 10, 13

25% of All Google BonusesTied to + Success
Tuesday, September 10, 13

choose your approaches
Tuesday, September 10, 13

the four
approaches
Tuesday, September 10, 13

direct approach
Tuesday, September 10, 13

top-down approach
Tuesday, September 10, 13

groundswell approach
Tuesday, September 10, 13

flanking approach
Tuesday, September 10, 13

map your
resources
Tuesday, September 10, 13

finally...measure your efforts
Tuesday, September 10, 13

measure
your results
Tuesday, September 10, 13

Tracking Leads
Tuesday, September 10, 13

Break down the silos
Tuesday, September 10, 13

Break down the silos
Build your marketing round
Tuesday, September 10, 13

Break down the silos
Build your marketing round
Choose your approaches
Tuesday, September 10, 13

Break down the silos
Build your marketing round
Choose your approaches
Map your resources
Tuesday, September 10, 13

Break down the silos
Build your marketing round
Choose your approaches
Map your resources
Measure your results
Tuesday, September 10, 13

Gini Dietrich
armentdietrich.com
spinsucks.com
@ginidietrich
Geoff Livingston
geofflivingston.com
@geoffliving
Tuesday, September 10, 13

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Marketing in the Round for IABC Louisville

1. Tuesday, September 10, 13

2. Bones Gini Tuesday, September 10, 13

3. dig into your memory Tuesday, September 10, 13

4. It’s 1999 Tuesday, September 10, 13

5. Young geniuses made a gazillion dollars on big ideas Tuesday, September 10, 13

6. Companies such as dell and wpp completely integrate all marketing disciplines Tuesday, September 10, 13

7. and then... Tuesday, September 10, 13

8. the dotcom bubble burst Tuesday, September 10, 13

9. the 9/11 tragedy affected the world Tuesday, September 10, 13

10. Tuesday, September 10, 13

11. And everyone scurried back to their respective corners Tuesday, September 10, 13

12. No one worked together Tuesday, September 10, 13

13. it’s time to do things differently Tuesday, September 10, 13

14. But the time has come to once again work together Tuesday, September 10, 13

15. Tuesday, September 10, 13

16. harness the wild, wild westTuesday, September 10, 13

17. put customers first Tuesday, September 10, 13

18. And move the business forward Tuesday, September 10, 13

19. how do we do that? Tuesday, September 10, 13

20. introducing... the marketing round Tuesday, September 10, 13

21. introducing... the marketing round HR Tuesday, September 10, 13

22. introducing... the marketing round HR Sales Tuesday, September 10, 13

23. introducing... the marketing round HR Sales Legal Tuesday, September 10, 13

24. introducing... the marketing round HR Sales Legal CSR Tuesday, September 10, 13

25. introducing... the marketing round HR Sales Legal CSR Acct Tuesday, September 10, 13

26. introducing... the marketing round HR Sales Legal CSR Acct Product Dev. Tuesday, September 10, 13

27. introducing... the marketing round HR Sales Legal CSR Acct Product Dev. Ops Tuesday, September 10, 13

28. introducing... the marketing round HR Sales Legal CSR Execs Acct Product Dev. Ops Tuesday, September 10, 13

29. lonely silo Tuesday, September 10, 13

30. functional silo Tuesday, September 10, 13

31. people fear change Tuesday, September 10, 13

32. the marketing round Tuesday, September 10, 13

33. how to get executive buy-in Tuesday, September 10, 13

34. Use Market Research Tuesday, September 10, 13

35. show competitive examplesTuesday, September 10, 13

36. Build the Business Case Tuesday, September 10, 13

37. build SMARTER goals to support the marketing round Tuesday, September 10, 13

38. S Specific M Measurable A Attainable R Relevant T Timely E Evaluate R Reevaluate Tuesday, September 10, 13

39. figure out incentive programs Tuesday, September 10, 13

40. Most Compensation Systems Reward Individual Work Tuesday, September 10, 13

41. Team Work Requires MoreThan a Higher Cause Tuesday, September 10, 13

42. Show them the money! Tuesday, September 10, 13

43. Group incentives Tuesday, September 10, 13

44. 25% of All Google BonusesTied to + Success Tuesday, September 10, 13

45. choose your approaches Tuesday, September 10, 13

46. the four approaches Tuesday, September 10, 13

47. direct approach Tuesday, September 10, 13

48. top-down approach Tuesday, September 10, 13

49. groundswell approach Tuesday, September 10, 13

50. flanking approach Tuesday, September 10, 13

51. map your resources Tuesday, September 10, 13

52. finally...measure your efforts Tuesday, September 10, 13

53. measure your results Tuesday, September 10, 13

54. Tracking Leads Tuesday, September 10, 13

55. Tracking Leads Tuesday, September 10, 13

56. kick butt!Tuesday, September 10, 13

57. Tuesday, September 10, 13

58. Break down the silos Tuesday, September 10, 13

59. Break down the silos Build your marketing round Tuesday, September 10, 13

60. Break down the silos Build your marketing round Choose your approaches Tuesday, September 10, 13

61. Break down the silos Build your marketing round Choose your approaches Map your resources Tuesday, September 10, 13

62. Break down the silos Build your marketing round Choose your approaches Map your resources Measure your results Tuesday, September 10, 13

63. Gini Dietrich armentdietrich.com spinsucks.com @ginidietrich Geoff Livingston geofflivingston.com @geoffliving Tuesday, September 10, 13

Marketing in the Round for IABC Louisville

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