INTEGRATE2014 Recap: Pam Didner

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Day two of INTEGRATE2014, and our first session speaker energized the room with an engaging presentation filled with excellent content.

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Attendees enjoyed Saturday’s first INTEGRATE session, “Global Integrated Marketing Best Practices.”

Lessons learned from Pam Didner:

1. You can do integrated marketing by thinking big or thinking small.

-The integrated marketing quadrants include this big/small scale in relation to traditional and new methodwith a focus on product launches, a technology-driven customer experience, regular/routine marketing, and starting with content or one idea.

2. Understand your objectives, and start with a creative and simple idea.

-Everything you do has to come back to business and marketing objectives. While a business objective may be growth, a marketing objective involves channels for leveraging that growth.

3. Test, test, test your ideas. 

-Keep trying! It takes time to develop ideas that lead to the idea that will work.

 

Another thing to keep in mind: Think of integrated marketing from your current role in the company.

How do you approach creating integrated marketing ideas?

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7 Responses to “INTEGRATE2014 Recap: Pam Didner”

  1. Valerie Lee Ater Says:

    Before attending this session I would often banter about multiple ideas and consists versus ” starting with one creative idea”(Pam Didner).

    I now will look at developing a single creative idea by incorporating current customer experiences into anticipated or desired customer experiences. Look at the bigger picture of how one small idea can evolve into something big, something fun, something memorable. In doing this keep in mind that the ‘test’ dimension is a relevant one that does not happen overnight. That often the initial idea is the basis for the final campaign but with adjustments based upon consumer experience as well as relevance.

  2. Jerome Brown Says:

    TEST TEST TEST! Did I mention you need to test? Pam Didner provided a number of great points that can be used in big budget big idea campaigns to small scope, narrow implementation messages.

    No matter the scale, if the technology or message doesn’t work it is a waste of money and time. Test everything you can when launching a new product or idea. If it is a new message, do some A/B testing with various markets. If it is a new website, test from various locations and browsers. Test whatever you can as much as you can. You’ll have a much better outcome if you do.

  3. Rickie Rose Says:

    Pam and I took an epic selfie that can be seen on my Instagram. Pam is spot on with testing. Testing is like proof reading. We need to be testing our theories, ideas, and so on. We shouldn’t just assume it is going to work. We can never “let the fear of striking out keep us from playing the game.”

  4. Rickie Rose Says:

    Reblogged this on Sunshine and Lucy .

  5. Nick Taylor Says:

    It can’t be stated any better than, “Everything you do has to come back to business and marketing objectives. While a business objective may be growth, a marketing objective involves channels for leveraging that growth.”

    The biggest thing that I see nowadays is a lack of planning. Knowing the objectives is key to be able to market and create the proper products/content for consumers.

    I am also a big fan of multivariate testing because it gives us insight on what works and what doesn’t. It is amazing how a slight adjustment can make all the difference in the world.

  6. Jerome Brown Says:

    Lack of planning, great point Nick. When are people going to learn that we actually save quite a bit of time, money and sometimes reputation when we take the time to slow down and plan! So many activities seem to follow the ready, shoot, aim philosophy and end up going nowhere by down the tubes. Check out Number 1 on the infographic here: http://visual.ly/8-things-can-hurt-your-brand

    You guessed it. Lack of Planning.

  7. Valerie Ater Says:

    As Jerome & Nick both pointed out the lack of true insight into the needs of the consumer often result in a campaign that is inpersonal and doesn’t resonate success. The test, test, test component may often lead to revamping, scraping or re-aligning a campaign but it also lead to successfully marketing the product to the consumer

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