Integrating Offline and Online: Best Practices

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Integrating Offline and Online Best Practices

• Hyundai Motor America, Carat Fusion, Click Here
  Interactive
• 09/26/05

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If youve had trouble

• Integrating online media with offline media
• Integrating online creative with offline creative
• Integrating online creative with online media
• Integrating offline creative with offline media
• This is for you

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When You Dont Integrate
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The World We Live In

• Rampant Media Fragmentation
• Changing Media Consumption Patterns
• Blurring of Traditional and New Media
• Blurring of Media and Creative
• Clients Seek Best Of Breed Partners vs. Single
  Partner
• Accountability Of Spending More Important Than
  Ever
• Integration Is A Strategic And Executional
• Mandate To Maintain A Competitive Edge

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Key Headlines

• You all play a part in integration
• It is your responsibility
• Everyone has a different definition
• Define common terms and expectations
• Integration terms need to be clear
• It is hard
• Our main goal make it easier

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Rule 1 Mandate It

• If you are a client, mandate integration among
  your partners
• Lead regular integration summits
• Define what you mean by integration
• Strategic? Executional? Both?
• Use examples, either in house or from another
  client/category
• Hold all partners formally accountable in annual
  reviews
• If you lead an agency team, work closely with
  client to get them to mandate it
• Oversee all work and make sure it is integrated
• Hold your team accountable

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Rule 2 Enable It

• After mandating it, you need to enable it
• Educate, using examples
• Get employees involved
• Monthly brown bags with team participation
• Stay on top of well-integrated campaigns out
  there
• Develop processes and ways of thinking that
  will enable it
• Allow your teams and agencies to meet frequently
• Eliminate silos in your own organization
• Create an organization that will foster
  integration
• Approve travel budgets if your partners are in
  different cities
• Be open forget traditional conventions

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Rule 3 Incent It

• If possible, create incentives for your
  employees/partners to develop integrated programs
• Set clear objectives and deliverables for what an
  integrated program looks like
• Create a reward system
• Percentage of bonus for bonused employees
• Spot bonuses for other employees
• Other employee recognition programs

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Rule 4 Processize It

• Develop a clear process to ensure integration
  happens
• Work with your various partners to develop one
  communications briefing document
• Should guide creative and communications planning
  all in one
• Brief all partners at the same time
• Create rules of engagement among partners and
  client
• Make the desired outcome clear
• Make sure senior management is involved at key
  junctures
• Allow sufficient time for reworking

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Rule 5 Notice It

• Go to networking events
• Award shows are particularly good
• Consume the media if not natural, force
  yourself. You are in this business
• Read the trades lots of great case studies in
  them
• Subscribe to e-newsletters
• Be curious, ask questions
• Keep a file of things you notice that are
  well-integrated

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Rule 6 Make It Emotional

• Most old timers think new media cant capture
  emotions like TV
• If youre an online person, quit relying solely
  on the media consumption data its the rational
  side of the story
• Need to show how online can present the emotional
  side of a brand
• Flash, video, podcasts, blogs
• Develop a sizzle presentation and shop it around
• Use your rich media partners to put this together
  they have a vested interest as well

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Rule 7 Remove the PL Barrier

• In many media organizations, different PLs
  create internal competition for funds by medium
• This is disastrous
• If you are a senior client or agency person, do
  everything you can to eliminate this
• In the meantime, education can help
• Online education of offline counterparts (who
  usually hold the keys to the budget kingdom)
• Treat them like your first client
• Ask how you can help them not where is my
  share of the budget

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Rule 8 Dont Forget Anyone

• Its not just about offline and online media
• Dont forget
• Web Development
• Promotions
• Events/Experience Marketing
• Multicultural
• Public Relations
• Alternate Channels (Retail/Wholesaler/Dealer
  Groups)

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Rule 9 Celebrate It

• When you or your team have done a well-integrated
  job, celebrate it
• Internally, and with client
• Capture it and share it
• Draw conclusions and implications for future
  programs
• Merchandise to upper management
• Talk to your PR people perhaps its press or
  award worthy!

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Case Studies

• 2006 Hyundai Sonata Launch
• WIP with Azera

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2006 Hyundai Sonata Launch

• Campaign goals
• Introduce and build excitement for first new
  vehicle in years
• Assist in new brand positioning A Hyundai Like
  Youve Never Seen Before
• Ensure consistent communication touchpoint across
  all media channels
• Creative Goals
• Communicate 3 Sonata key pillars
• Comfort
• Performance
• Safety