Top 5 Ways To Maximize Your Integrated Marketing Campaign
To have the strongest possible marketing action plan, your brand should portray a united front to the public. That means ideally that all the departments of your organization and agencies involved should work together and use the same tactics to arrive at a common goal. This is certainly easier said than done, so how do you do this?
Here are our top 5 ways to maximize Your Integrated Marketing Campaign
#1: Use Consistent Images and Tag Lines Across All Outlets
Be it in print ads, TV ads, Facebook ads, media pitches or flyers for distribution: Use the same logo, branded images, and wording during the run of a campaign. The more cohesive your message across all outlets, the more effective your branding. This gets particularly intricate work when several agencies work with in-house people, and all on the same campaign. Someone from your in-house personnel should be in charge of continuity. All agencies should have the same contact for questions and requests to make sure all messages and imagery are aligned and the same. To keep communications clutter in check, the best way to handle organization is executing a weekly meeting.
#2: Meet Together And Make Room For Face Time
During this meeting, one representative from each department and each agency involved should be present. It is easy to have a teleconference these days, and that is your secondary choice of communication. However, the best way is, and will always be, face time. It fosters relationships and creativity and promotes team work. It makes everyone feel more comfortable to actually be able to see each other and read body language. It leaves minimal room for misunderstandings and mistakes as everyone present hears and sees the same things. Team members can be handed exactly what they need to go into the next week. Questions can be answered in front of the entire team. There is no better way to create a united front than to actually build one. These meetings should ideally be executed every week (compare to staff meetings), but at least once a month.
#3: Be Open To Listen
Someone in advertising might have a great idea, even though it pertains more to marketing. Trust your partners, collaborating agencies and in-house employees to know their product and area of expertise. Often, ideas can be implemented well across specialties. By listening to others, you not only get potentially great ideas or ideas that lead to the breakthrough solution, but you also show them that you value them. If you listen to someone, you tell them that their input is welcome. You empower them. Empowerment is essential to happy and productive workers; no one wants to be micromanaged. This potentially includes giving up some control. Have faith – if you hired the right employees and agencies, you know they will have the right ideas and make them work.
#4: All Hands On Deck!
“The ship gets cleaned together.” The credo here should be that no one is to big or small to do anything. If you are open to listen and trust your partners, you can expect them to do whatever needs to be done to get the job done right. If you have to jump in the trenches and do the “dirty work” in order to get to the goal, then that’s what needs to happen. When a team truly works together as a team, all things are possible and results follow. When everyone works together as a functioning machine whose members communicate well and are empowered to do what’s necessary, when everyone pitches in when and where ever needed, the marketing machine works best.
In house folks: If you don’t ask, you won’t be given. The same goes the other way around. Agency folks: You are hired to handle what in-house isn’t specialized in, you know what you need. If you don’t ask for it, you’ll never get it. No one should ever assume that another part of the marketing machine knows what exactly everyone needs. Everyone already has a lot on their minds, so if you want input, or need something, just ask! During a functioning marketing campaign, everyone should be happy to brainstorm, collaborate and contribute. The more brains think around an idea, the more creative it gets. And the more hands work together in unity, the more cohesive a campaign will be and the better the outcome.
If you stick to these principles, you have a solid foundation for a functioning marketing campaign. Once the right partner agencies and employees are on board and everyone is briefed on how your operations work, you should be able to hit the ground running. Good luck! Let us know how you work together with in-house and agencies and where you see pitfalls and problems in the comments below.