Learn how brands can dance with their customers to build stronger relationships by doing the integrated marketing waltz. Emily Griebel, Director of Integrated Marketing, at McKee Wallwork & Company (a strategic marketing firm that revitalizes stalled, stuck and stale brands) will show you: - The four steps associated with creating a seamless customer experience - How integrated marketing communications are all about timing - The DOs and DON'Ts of successful integration

2. ABOUT ME
Emily H. Griebel
Director of Integrated Marketing
McKee Wallwork & Company
@MWCemily | egriebel@mwcmail.com
www.StalledStuckorStale.com
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

3. ACTIVE PARTICIPATION
#integratedb2b
@BrightTALK | @MWCemily
Questions during/answers at end
Check out Attachments
Let’s stay in touch!
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

4. If your marketing program were a dance,
how would you describe your skill level?
A. We’d definitely win the professional ballroom
dance competition
B. We have rhythm, but could use some help with
choreography
C. We are constantly tripping up and stepping on
our customers’ toes
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

5. WHAT IS INTEGRATED MARKETING?
 Seamless customer experience
 Throughout life cycle
 Across entire organization
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

6. IT’S POSSIBLE, BUT NOT EASY
 Consistency
 Continuity
 Perseverance
 Patience
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

7. IT’S POSSIBLE, BUT NOT EASY
 Consistency (harmony between parts)
 Continuity
 Perseverance
 Patience
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

8. IT’S POSSIBLE, BUT NOT EASY
 Consistency (harmony between parts)
 Continuity (staying the same over time)
 Perseverance
 Patience
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

9. IT’S POSSIBLE, BUT NOT EASY
 Consistency (harmony between parts)
 Continuity (staying the same over time)
 Perseverance (steady over a long
period despite difficulties)
 Patience
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

10. IT’S POSSIBLE, BUT NOT EASY
 Consistency (harmony between parts)
 Continuity (staying the same over time)
 Perseverance (steady over a long
period despite difficulties)
 Patience (persist despite complexities)
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

11. In
Sync
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

12. THE WALTZ
 Elegant ballroom dance
 Triple time
 Two participants
 Close proximity
 Glide, float across floor
 Pleasing to the eye
 Almost hypnotic
 Conveys romance
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

13. The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

14. MASTERS OF THE WALTZ
B2B BRANDS
Lead & follow customers with utmost fluidity
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)
Lead
&
follow
customers
with
utmost
fluidity.

15. MASTERS OF THE WALTZ
B2C BRANDS
Lead & follow consumers with utmost fluidity.
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

16. ART OF DANCE :
ART OF MARKETING
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

17. HOW TO IMPLEMENT
1. Appreciate, Watch & Learn
2. Know Your Partner & Create a Routine
3. Visualize & Practice
4. Get Dressed, Perform & Improve
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

18. 1. APPRECIATE, WATCH & LEARN
 Acknowledge skill involved
 Set realistic expectations
 Take note of top performers
 Craft & hone your skills
 Study & educate yourself
 Learn proper way to dance
 See sustained success
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

19. 2. KNOW YOUR PARTNER &
CREATE A ROUTINE
 Genuine & dynamic interaction
 First, an amicable relationship
– Impossible to perform well with a stranger
 Intimately know your customer
 Choreograph the right routine
– Matches your style & theirs
– Not too advanced or rudimentary
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

20. 3. VISUALIZE & PRACTICE
 Map out routine & walk through it
 Practice, practice, practice
 Refine & polish your moves
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

21. 3. VISUALIZE & PRACTICE
CONT.
 Rehearse
– Rollout on a smaller stage
 Ask partner what moves she prefers
 Try new things
 Evaluate performance
 Make adjustments
– Before hitting big stage
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

22. 4. GET DRESSED, PERFORM & IMPROVE
 Get comfortable with yourself,
partner & routine
 Don best attire
 Gain confidence with each
performance
 Best foot forward – go for it!
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

23. 4. GET DRESSED, PERFORM & IMPROVE
CONT.
 Missteps will occur
– Handle with grace & humility
 Some moves may be too difficult
 Take them out or develop new moves
 Keep practicing/rehearsing
 Continue performing
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

24. The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

25. SUMMARY
1. Prepare
2. Perform
3. Respond
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

26. INTEGRATION AUDIT
Determine how seamless the customer
experience is with your brand.
 Simple
 Confidential
 Quick
 Actionable
McKeeWallwork.com/integration-audit
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)

27. Q & A
Emily H. Griebel
Director of Integrated Marketing
McKee Wallwork & Company
@MWCemily | egriebel@mwcmail.com
The Integrated Marketing Waltz (#integratedb2b) ▪ Emily Griebel (@MWCemily)