ptg7913109 ptg7913109 Praise for Marketing in the Round “Dietrich and Livingston have given us a practical guide and checklist for organiza- tions to tear down the organizational silos that stand in the way of getting success- ful marketing results in a networked media age.” —Beth Kanter, coauthor of Networked Nonprofit “Dietrich and Livingston’s latest book, Marketing in the Round, provides readers with an inspiring view into the pragmatic science of seventeenth-century Japanese martial combat and its keen relevance to the reinvigorated practice of ‘Integrated Marketing Communications’ (IMC). The authors teach new empathetic and ubiquitous campaign strategies that bring IMC well into the twenty-first century. Comprehensive social and traditional media strategies are delivered ‘in the round,’ providing practitioners with credible and meaningful tactics, unrestricted by con- ventional limits of reach and frequency.” —Mark Meudt, vice president of communications and marketing for General Dynamics; author of “Supporting Uncle Sam: Ideas for a Unique Integrated Communications Strategy,” Northwestern University, Medill School, Journal of Integrated Marketing Communications, 2011 “I’ve been following Gini and Geoff for years, and they are the real deal! In this book, the authors offer an actionable, no-nonsense approach to what it will take on every level to actually communicate and connect with your stakeholders. If you have the stomach for breaking down budget silos, holding yourself accountable to measurable objectives, and embracing a commonsense approach to communica- tion, you’ll be the big winners for it.” —Leo Bottary, vice president public affairs, Vistage International; adjunct profes- sor, Seton Hall University, Master of Arts in strategic communication and leader- ship (MASCL) program “Round up the troops and knock down the silos! Gini Dietrich and Geoff Livingston deliver a practical playbook for leaders who want to solve the challenges and unleash the value of integrated marketing communications to drive bottom- line results.” —Scott Farrell, president, Global Corporate Communications ptg7913109 This page intentionally left blank ptg7913109 M A R K E T I N G IN THE ROUND H o w to Develop an Integrated Marketing Campaign in the Digital Era 8 0 0 East 96th Street, I n d i a n ap o l i s , I n d i a n a 46 2 40 U S A ptg7913109 Marketing in the Round Copyright © 2012 by Gini Dietrich and Geoff Livingston All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechani- cal, photocopying, recording, or otherwise, without written permis- sion from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precau- tion has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the informa- tion contained herein. ISBN-13: 978-07897-4917-8 ISBN-10: 0-7897-4917-3 Library of Congress Cataloging-in-Publication Data Dietrich, Gini. Marketing in the round : how to develop an integrated marketing campaign in the digital era / Gini Dietrich, Geoff Livingston. p. cm. Includes index. ISBN 978-0-7897-4917-8 1. Marketing. 2. Internet marketing. 3. Social media. 4. Mass media Technological innovations. I. Livingston, Geoff. II. Title. HF5415.D4882 2012 658.8’72 dc23 2012006846 Printed in the United States of America First Printing: April 2012 Trademarks All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Que Publishing cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. Warning and Disclaimer Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The infor- mation provided is on an “as is” basis. The authors and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information con- tained in this book or from the use of the programs accompanying it. Bulk Sales Que Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales 1-800-382-3419 corpsales@pearsontechgroup.com For sales outside of the U.S., please contact International Sales international@pearsoned.com Editor-in-Chief Greg Wiegand Sr. Acquisitions Editor Katherine Bull Development Editor Jennifer Stevens Managing Editor Kristy Hart Project Editor Betsy Harris Copy Editor Cheri Clark Senior Indexer Cheryl Lenser Proofreader Paula Lowell Technical Editors Anna Barcelos Steve Hall Publishing Coordinators Cindy Teeters Romny French Book Designer Anne Jones Senior Compositor Gloria Schurick Que Biz-Tech Editorial Board Michael Brito Jason Falls Rebecca Lieb Simon Salt Peter Shankman ptg7913109 CONTENTS AT A GLANCE Introduction xv I Understand the Marketing Round and Develop Your Strategy 1 Marketing in the Round 1 2 Know All the Tools 21 3 Understand Stakeholders and the Competitive Landscape 45 II Four Marketing Round Approaches 4 Marketing: Tools, Tactics, Sequencing, and Timing 57 5 When to Go Direct 81 6 The Top-Down Approach 97 7 The Groundswell Approach 113 8 When to Deploy Flanking Techniques 133 III Measurement, Refinement, and Improvement 9 Integration 147 10 Plan the Entire Tactical Effort 159 11 Measure Results to Dollars and Cents 173 12 Respect and Anticipate Community and Competition 181 Index 195 ptg7913109 TABLE OF CONTENTS Introduction xv I UNDERSTAND THE MARKETING ROUND AND DEVELOP YOUR STRATEGY 1 Marketing in the Round 1 Integration and the Marketing Round 3 Breaking Down the Silos 4 CEO Communication 6 Creating the Marketing Round 7 The Dashboard 9 Bringing It All Together 10 Exercises 10 Developing the Vision 10 Creating the SMARTER Goals 12 Building the Dashboard 14 2 Know All the Tools 21 The Forms of Media 22 Paid Media 23 Earned Media 23 Owned Media 24 Examples of the Forms of Media 24 Pros and Cons of Each Medium 25 Paid Media 25 Earned Media 30 Owned Media 32 Taking It One Step at a Time 39 Crawl 39 Walk 40 Run 41 Fly 42 Exercises 42 ptg7913109 vii Contents 3 Understand Stakeholders and the Competitive Landscape 45 Branding and Its Role in the Marketing Round 47 Listening and Research First 48 Competitive Analysis 50 Strengths, Weaknesses, Opportunities, and Threats Report 51 Testing the Waters 53 Exercises 54 II FOUR MARKETING ROUND APPROACHES 4 Marketing: Tools, Tactics, Sequencing, and Timing 57 The Four Approaches to Choosing Tactics 58 Direct Community Interaction with Stakeholders 59 Top-Down Influence Approaches 61 The Groundswell 63 Flanking Techniques 65 Weigh the Whole Market Situation 66 Read the Tea Leaves 66 Consider More Than One Tactic 68 Reacting Versus Responding to Competition 69 Seize First Place 71 The Element of Surprise 74 Measured Expenditure Matters 76 Exercises 77 Which Approach Is Right for My Company? 77 Seizing First Place 78 Surprise 79 5 When to Go Direct 81 Benefits of the Direct Approach 84 Direct Mail 84 Email 85 Social Media 86 Mobile 87 Events 88 ptg7913109 Marketing in the Round viii Risks of the Direct Approach 89 Direct Mail 89 Email 89 Social Media 90 Mobile 91 Events 91 Determining Your Direct Approach 92 Build or Buy the List 94 Exercises 95 Becoming Direct 95 Checklist of Hidden Costs 95 Copywriting for Direct 96 6 The Top-Down Approach 97 Benefits of the Top-Down Approach 99 Events 99 Media Relations 100 Public Relations 101 Advertising 102 Influencers 103 Risks of the Top-Down Approach 104 Events 104 Media Relations 105 Public Relations 106 Advertising 106 Influencers 107 Determining Your Top-Down Approach 107 Exercises 108 Getting to the Yes 108 7 The Groundswell Approach 113 Benefits of the Groundswell Approach 114 Brand Monitoring 115 Word-of-Mouth Marketing 117 ptg7913109 ix Contents Brand Ambassadors 118 Communities 119 Content Marketing 120 User-Generated Content 121 Crowdsourcing 122 Social Media 123 Risks of the Groundswell Approach 125 Brand Monitoring 125 Word-of-Mouth Marketing 125 Brand Ambassadors 126 Communities 126 Content Marketing 127 User-Generated Content 127 Crowdsourcing 128 Social Media 129 Exercises 129 Monitoring Program 129 Determine Groundswell Tactics 131 8 When to Deploy Flanking Techniques 133 Benefits of Flanking Approaches 137 Advertising 137 Guerrilla Marketing 138 Event Marketing and Networking 138 Trickle-Up Media Relations 139 Risks of Flanking Approaches 140 Advertising 140 Guerrilla Marketing 141 Event Marketing and Networking 141 Trickle-Up Media Relations 142 Determining Your Flanking Approach 143 Exercises 144 Media Planning 144 [...]... Have a new product or service being launched? The first place you should go is the marketing round, to discuss the opportunities and how you can launch it together, instead of in your silos • Need to increase sales? Go to the marketing round • Want to get customer feedback? Go to the marketing round • Need to communicate internal changes? Go to the marketing round This is the job of everyone, not just sales or marketing, not the leadership team Not... Understand the Marketing Round and Develop Your Strategy During a down economy, marketing and the disciplines underneath it are typically the first to go But marketing in the round allows you to become an investment, rather than an expense Working together as a team with all members having integral tasks allows the chief financial officer to demonstrate your efforts on the profit side of the P & L It... maintain, or even increase, your budgets during a recession Bringing It All Together Now that you understand how and why marketing serves as the hub in the round of communication disciplines, how to break down the silos, how to get senior leadership involved, and how to develop the marketing round team and get your vision, goals, and dashboard ready, it’s time to begin The exercises on the following... messages vying for attention? How can a marketing organization effectively tie together the many disciplines and media out there? We wrote Marketing in the Round to answer these questions Whether you are a traditional advertising or PR pro, a jack-of-all-trades, or a social media whiz, we know that this book will provide insights into the strategic use of marketing communications disciplines Inside, you... Integration and the Marketing Round According to Wikipedia, integration in the communication disciplines is defined as the coordination and integration of all marketing communication tools, avenues, functions, and sources within a company into a seamless program that maximizes the [effect] on consumers and other endusers at a minimal cost This management concept is designed to make all aspects of marketing communication... human resources need to advise and provide input to the marketing round as the situation demands Those wars and boxes mean that even though you may be doing a good job of integrating marketing, public relations, and email, the other disciplines are being left out Breaking Down the Silos Breaking down the silos isn’t going to be easy, especially if that’s the way things have always been done But silos are... dashboard In order to break down the silos, develop trust, and gain immediate buy -in, the marketing round should work on this task together It’s not for you to develop in your silo and then impose upon the first meeting It may take more than a few meetings to get it right, but it will be worth the time and energy spent later Soon you’ll be on your way to marketing in the round Exercises Developing the Vision... com/2011/10/13/ibm-study -the- 4-key-challenges-that-cmoseverywhere-are-confronting/ 1 Marketing in the Round In the late 1990s and early 2000s, integration was all the rage Integration sought to weave marketing actions together regardless of discipline to achieve a common goal It assumed that customers receive brand communications through a variety of media and voices Marketing, advertising, public relations, direct marketing, Web, and email all worked hard to find homes... even the old stand-by GChat are useful options Or create a forum, a Google+ or Facebook group, a discussion group, or an internal blog where you interact daily Picture a round organizational chart for each discipline, with marketing in the middle, as shown in Figure 1.1 Part I Understand the Marketing Round and Develop Your Strategy 8 Advertising Search Engine Marketing Social Media Public Relations Marketing. .. resources interact with the marketing round for critical company initiatives • Information flows in and out of every discipline in a measured but easy and effective way Processes are streamlined or removed to ensure that intramarketing and company-wide communications flow naturally • You find the fastest path to the end result, with the least expenditure of time and resources Are you already doing some . 195 ptg7913109 TABLE OF CONTENTS Introduction xv I UNDERSTAND THE MARKETING ROUND AND DEVELOP YOUR STRATEGY 1 Marketing in the Round 1 Integration and the Marketing Round 3 Breaking Down the Silos 4 CEO Communication. 6 Creating the Marketing Round 7 The Dashboard 9 Bringing It All Together 10 Exercises 10 Developing the Vision 10 Creating the SMARTER Goals 12 Building the Dashboard 14 2 Know All the Tools 21 The. to learn more, please join us online at www.marketingintheround.com. Gini and Geoff ptg7913109 Marketing in the Round XVIII Endnotes 1. Mike Linton, “Why Do Chief Marketing Officers Have Such