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JWT HYPER ISLAND MC
RETHINK INTEGRATED
COMMUNICATIONS!
August 22th – 24th, 2012

THE MAIN 1
THIS SESSION‘S
OBJECTIVE

‣  TO RECONSIDER INTEGRATED COMMUNICATIONS.
‣  DIVE INTO A SET OF DIGITAL MARKETING CHANNELS.

THE MAIN 2
WHAT ARE YOU
GONNA GET OUT
OF IT?

‣  BE INSPIRED TO THINK AND CREATE BIG.

THE MAIN 3
START WITH A FEW THESIS...

THE MAIN 4
‣  INTEGRATED COMMUNICATION IS NOT ABOUT TELLING THE SAME BRAND STORY
IN MULTIPLE CHANNELS ANYMORE.

THE MAIN 5
‣  BRAND COMMUNICATION IS MORE THAN BRANDING, STORYTELLING, STORY
BUILDING AND ENGAGEMENT.

THE MAIN 6
‣  IT IS ALSO ABOUT DATA, ANALYTICS, AND MECHANICS: IT’S NEW THINKING.

THE MAIN 7
‣  INTEGRATE SOPHISTICATED STRATEGY, BRAND EXPERIENCE, AND CHANNEL
INTERPLAY ALONG THE CONSUMER PATHWAY.

THE MAIN 8
IT’S A SHIFT IN MINDSET:
INTEGRATED CAMPAIGNING OR
INTEGRATED COMMUNICATION PLANNING…

THE MAIN 9
IT DEMANDS A NEW
PERSPECTIVE ON OUR
WORK.

OOH
PR
Print
Digital
TVC

AWARENESS

360°
Campaigns

INVOLVEMENT

Platforms/Apps

ACTIVE
CONSIDERATION

Social Media

PURCHASE

SEO /SEM

CONSUMPTION

Online Shop

BUILDING
RELATIONSHIP

Services

CRM

ADVOCACY

Integration
of all
disciplines

THE MAIN 10
RGA AGENCY:
CREATIVE
PLATFORMS

THE MAIN 11
NIKE DIGITAL
SPORTS.

‣  BUT IS THIS APPROACH SUCCESSFUL?

THE MAIN 12
IS THIS A SUCCESS
FORMULA?

Bought

Owned

Earned

Activation /
Campaign

Platform /
Relevant
Content

X-Factor

Paid Push + Pull
Media

+

Informative
Useful
Entertaining
Humorous
Social
Sustainable

=

Buzz / Viral
Recommendations
Insights
Data
(can be supported)

THE MAIN 13
LET’S HAVE A LOOK AT SOME
INTEGRATED PLATFORM CONCEPTS

THE MAIN 14
AMEX
SMALL BUSINESS
SATURDAY.

THE MAIN 15
AMEX:
KLM AIRLINES:
SMALL BUSINESS
FACEBOOK
SATURDAY
SERVICES

AWARENESS

INVOLVEMENT

ACTIVE
CONSIDERATION

PURCHASE

CONSUMPTION

RELATIONSHIP
BUILDING

ADVOCACY

‣  Where in the Consumer Pathway would you position the focus of this case?
‣  What kind of supporting channels / stages did you sense watching the case study?

THE MAIN 16
ROCKET INTERNET
ZALANDO

THE MAIN 17
Search Engine Marketing

Affiliation & Retargeting

AWARENESS

Couponing

Opinion Leader Inspirations

INVOLVEMENT

ACTIVE
CONSIDERATION

PURCHASE

CONSUMPTION

RELATIONSHIP
BUILDING

ADVOCACY

THE MAIN 18
Newsletter
Free Hotline

Free Shipping

100 Days
Exchange

Styling Inspiration

Shopping Community
(Sales)

AWARENESS

INVOLVEMENT

1:1 Twitter
Service

ACTIVE
CONSIDERATION

PURCHASE

CONSUMPTION

RELATIONSHIP
BUILDING

ADVOCACY

1:1 Facebook
Service

Special
Promotions
Facebook
Community

THE MAIN 19
WHAT DO WE NEED TO DO DIFFERENTLY?

THE MAIN 20
THINK CREATIVE PLATFORMS OR BUSINESS
SOLUTIONS AND CAMPAIGNS.

THE MAIN 21
EXTEND JWT
WORLDMADE
DISCOVERY?
CONSUMER
INSIGHTS

MARKET
INSIGHTS

MEDIA INSIGHTS

BRAND
INSIGHTS

PRODUCT
INSIGHTS

FUTURE
INSIGHTS

USAGE INSIGHTS

PURCHASE
INSIGHTS

CULTURAL
INSIGHTS
THE MAIN 22
WHO SHOULD BE
YOUR PARTNERS?

Client (Data)

Media

Market
Research

THE MAIN 23
SKETCH THE
CONSUMER
PATHWAY.
CAR PURCHASE
AWARENESS

CONSIDERATION

Channels:

Chrysler
Europe Luxury
Segment / Test Drives in
luxury hotels.

TV
OOH
Online
Print

RELEVANT SET
2-3 MODELS

4 weeks

Time slot to influence a potenial
consumer.

TRIAL

CONVERSION

LOYALTY

ADVOCACY

Channels:

Channels:

Channels:

Channels:

2-3 RETAILERS

Retailer

3 weeks

1 MODEL

Offline 70%
Online 30%

Mailings
Community
Retailer

Online / Social
Media

2 weeks

It is difficult to influence a potential
consumer in these periods.

THE MAIN 24
DEFINE THE MOST
IMPORTANT
WEAKSPOT.

AWARENESS

INVOLVEMENT

ACTIVE
CONSIDERATION

PURCHASE

CONSUMPTION

RELATIONSHIP
BUILDING

ADVOCACY

THE MAIN 25
DEFINE
SUPPORTING
CHANNELS.

Video Display
Advertising

Opinion Leaders

AWARENESS

INVOLVEMENT

ACTIVE
CONSIDERATION

PURCHASE

CONSUMPTION

RELATIONSHIP
BUILDING

ADVOCACY

Instore
Advertising

THE MAIN 26
LEARN FROM
BENCHMARKS I

Procter & Gamble BeingGirl

THE MAIN 27
LEARN FROM
BENCHMARKS I

Johnson & Johnson Babycenter

THE MAIN 28
AN OVERVIEW OVER SUPPORTING CHANNELS.

THE MAIN 29
‣  Creative Banner Advertising
‣  Contextual, behavioral, and regional
Targeting
‣  Video Advertising (Smartclip)
‣  Online PR / Advertorials, Coops, Weibo,
Bloggers

‣  Making Content available for
sharing (Pinterest) Multiplicator
Marketing / Blogger
‣  Social Plug Ins
‣  Recommendation Marketing
‣  Community Building
‣  Loyalty Programs / Clubs
‣  Bonuses
‣  Retargeting
‣  Near Field Communication

Advocacy

Awareness

Relationship
Building

Involvement
Consideration

Consump
-tion

‣  Microsites, Landingpages
‣  Creative Platforms / Apps
‣  Youku branded channels
‣  Renren Campaigns
‣  Gamification
‣  Co-Creation

Purchase

‣  SEM CHANNELS!
‣ Social Experiences
THINK OF (JWT) BENCHMARK CASES WITHIN THESE MARKETING-Keyword Advertising
‣ 
‣  Online Services
‣  Live Chat
‣  Mobile Services
‣  Video Tutorials
‣  Other Services

‣  SEO (Search Engine
‣  Social Shopping (Tuangou)
Optimization)
‣  Mobile Payment
‣  Product Reviews (Test
‣  Couponing
Campaigns)
‣  Shopping Experience
‣  Brand / Content Websites
‣  Multichannel Retail
‣  Price Comparison (dianping)
‣  Apps
THE MAIN 30
Thanks for listening!
THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
ley@themain.de
http://de.linkedin.com/in/hannesley
THE MAIN 31

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