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@peterlamotte
#AMPMDC
SalesMarketing
Advertising
Comms
@peterlamotte
RELEVANT BACKGROUND
#AMPMDC
WhyDoesThis Matter?
@peterlamotte
#AMPMDC
BRANDS ONCE CONTROLLEDTHE MESSAGE
@peterlamotte
THAT IS NO LONGER POSSIBLE
@peterlamotte
THEY SIMPLY ARE NO LONGER IN CONTROL
@peterlamotte
YESTERDAY
It is all about INFLUENCE in DC@peterlamotte
#AMPMDC
THAT TOO HAS CHANGED@peterlamotte
#AMPMDC
TODAY
Ok, but what does this have to do with
@peterlamotte
Integrated Communications?
#AMPMDC
Integrated Communications
is easy, right?
#AMPMDC
NOT SO MUCH
It is all aboutTelling a Story
Integrated Communications?
What do you consider to be
@peterlamotte
#AMPMDC
Market Research
Advertising
Sales Promotion
PR / Communications
Digital Marketing
Integrated Communications
@peterlamotte
#AMPMDC
Market Research
Advertising
Sales Promotion
PR / Communications
Digital Marketing
Market Research
• Most Important Place to Start• Understand Motivators• Understand the Stakeholders• Never Rely on the Client• Set Your Benchmarks
@peterlamotte
#AMPMDC
Market Research
Advertising
Sales Promotion
PR / Communications
Digital Marketing
Advertising
• Know Your Channels• Don’t Limit Your Channels• TV• Online• Print and Radio
@peterlamotte
#AMPMDC
Market Research
Advertising
Sales Promotion
PR / Communications
Digital Marketing
Sales Promotion
• Field Teams• Stores / Kiosks / Telesales• Loyalty Programs
@peterlamotte
#AMPMDC
Market Research
Advertising
Sales Promotion
PR / Communications
Digital Marketing
PR & Communications
• Influencer Engagement• Media Relations• Event Marketing
@peterlamotte
#AMPMDC
Market Research
Advertising
Sales Promotion
PR / Communications
Digital Marketing
Digital Marketing• Social• Web• Email (Also Direct Marketing)• SEO
@peterlamotte
#AMPMDC
Market Research
Advertising
Sales Promotion
PR / Communications
Digital Marketing
Other
• Direct Response – Old School Mail• Grassroots Field Work• That New Things
@peterlamotte
#AMPMDC
Measure EarlyMeasure Often
@peterlamotte
#AMPMDC
LISTEN AND ADAPT@peterlamotte
#AMPMDC
So What Makes
So Difficult?
Integrated Communications
@peterlamotte
#AMPMDC
CLIENTS
WITH AGENDAS@peterlamotte
#AMPMDC
OFNON-INTEGRATION
@peterlamotte
#AMPMDC
HOW CAN YOU WIN THE FIGHT
@peterlamotte
#AMPMDC
Use Data, Use it Often
@peterlamotte
#AMPMDC
EXAMPLE
January 2011
@PETERLAMOTTE
@PETERLAMOTTE
@PETERLAMOTTE
@PETERLAMOTTE
@peterlamotte
@peterlamotte
#AMPMDC
@peterlamotte
#AMPMDC
@peterlamotte
#AMPMDC
